Empowering the Next Generation of Music Creators: Navigating the Evolving Landscape

The music creator economy has undergone a transformative shift, driven by the surge of new creators during the COVID-19 lockdowns. This influx of talent has not only reshaped the industry's dynamics but also presented both opportunities and challenges for artists and professionals alike. As the market settles into a steadier growth pattern, the impact of this new generation of creators is poised to be felt far and wide, influencing the way music is made, shared, and experienced.

Unlocking the Potential of the Evolving Music Creator Economy

Shifting Expectations and Aspirations

The rise of this new generation of creators has coincided with structural changes in the traditional streaming economy. Creators are now approaching streaming with lower expectations, as royalty dissatisfaction has given way to a broader appraisal of the medium's ability to further their careers. These creators are increasingly focused on building high-value, smaller fan bases rather than chasing large, anonymous audiences. Their needs, expectations, and aspirations are shaping the future of the music industry, as they prioritize creative fulfillment and direct engagement with their supporters.

The Democratization of Music Creation

The music creator economy has been long in the making, but the COVID-19 lockdowns accelerated its growth, leading to a surge in new creators. While the traditional music business primarily sees the segment of self-releasing artists, this group represents only a small portion of the overall music creator base. In fact, a growing share of creators are opting to upload directly to social platforms, bypassing traditional distribution channels. This shift reflects the democratization of music creation, empowering a new generation of artists to take control of their careers and connect with their audiences in more direct and meaningful ways.

The Evolving Streaming Landscape

The music creator economy is also being shaped by the changing dynamics within the streaming industry. Streaming has gone through several cycles, from initial distrust to enthusiasm and now, a growing sense of royalty dissatisfaction and apathy. The data from MIDiA's latest global music creator survey reveals that creators are becoming increasingly critical of streaming's ability to further their careers, focusing on the perceived barriers between them and their fans.

The Rise of the Long Tail

Despite the democratization driven by social media and streaming, the music industry remains dominated by a small number of big artists. Less than 3% of artists account for more than 90% of all streaming royalties, and the top 0.009% has even increased its share since 2017. This imbalance has led to the long tail of creators losing faith in the streaming model, prompting them to seek alternative paths to connect with their audiences and build sustainable careers.

The Emergence of a New Creator Cohort

The influx of new creators, many of whom have less than five years of experience, has brought with it a distinct set of needs, expectations, and aspirations. This generation of creators values speed, results, and control over their careers. They are gravitating towards platforms like SoundCloud, YouTube, and TikTok, where they can engage directly with their fans and achieve creative fulfillment, even if their audiences are smaller and more niche.

Evolving Tools and Workflows

The new generation of creators is also prioritizing different tools and workflows compared to their more established counterparts. While older creators may favor traditional digital audio workstations (DAWs) like Cubase, Pro Tools, and Native Instruments, the younger cohort is increasingly turning to platforms like Splice, Beatstars, and FL Studio. This shift reflects the changing needs and preferences of the music creator community, as they seek tools and workflows that better align with their creative and career aspirations.In conclusion, the evolving landscape of the music creator economy is reshaping the industry, presenting both challenges and opportunities for artists and professionals alike. As the new generation of creators continues to emerge, their unique needs, expectations, and aspirations will drive the future of the music business, challenging the status quo and paving the way for a more diverse, inclusive, and empowered creative ecosystem.