Beyond the Music: Why Artists Should be Recognized as Creators
The SXSW 2023 music conference has come and gone, leaving behind a trail of insights and trends that are set to shape the future of the music industry. One of the main takeaways from this year’s conference is the notion that artists are no longer just “artists” but “creators”. This shift in nomenclature reflects a broader transformation taking place in the music industry, where artists are expected to do more than just make music. In this blog post, we will explore this shift in more detail and explain why you should see yourself as “creator” in 2023.
What Does It Mean to Be a Creator?
As creators in the world of music, it is essential to stay informed on technological advances and understand how they can powerfully influence your career. From creating NFTs and spreading your music across the blockchain – there are many possibilities for artists who take initiative and engage with innovative platforms. Possibilities increase even further through collaborations that open up unique avenues when exploring these non-traditional opportunities.
As a music creator, you’re not limited to only audio NFTs, although you could create an NFT of a live song your fans heard at one of your recent concerts, you can also create virtual merch NFTs that your fans’ avatars can wear in games and metaverses such as Solana’s Portals, Ethereum’s Sandbox and more. Furthermore, platforms such as MerchNFT are bridging the gap between the metaverse and IRL by enabling creators to offer NFTs with physical merch.
Rae Isla, a singer-songwriter, shared her insights at the ‘Music and Web3: Everything You Always Wanted to Know’ SXSW panel, highlighting the importance of learning about web3, minting your own NFTs for superfans, collecting bitcoin and other crypto currencies on your merch stores, placing your music on decentralized streaming platforms, and creating Twitter space events to engage your superfans and encourage discovery. Rae Isla is currently on her Rae Isla’s Web3 Tour, which is the first-ever collectible tour, and it’s a great example of how you can embrace new technology to engage your superfans and stand out in a crowded market.
The 80/20 rule and why it matters
The Pareto principle specifies that 80% of consequences come from 20% of the causes. In our case, an artist’s rule can be seen as 80% of their revenue will come from 20% of their fans otherwise known as ‘superfans’. In other words, putting the necessary work into creating an emotional connection and engaging with this group through music and content will be invaluable for generating revenue and career longevity.
Encouraging Artists to Become Creators
Industry professionals are urging artists to become, or consider themselves, as ‘creators’ in order to thrive and create a steady career that isn’t dependent on the paltry sums of music streaming and the unpredictable nature of touring. Modern technology has provided an uncapped amount of avenues for musicians to connect with their most dedicated fans and create lasting impressions.
In conclusion, the music industry is changing rapidly, and artists must adapt to these changes if they want to succeed. By embracing technology, engaging with their superfans, and thinking of themselves as creators rather than just artists, they can build successful careers in the music industry. There is a clear indication of a shift occurring within the music space, and it’s up to artists to take the lessons learned and apply them to their own careers, today.
