Online Music is Learning from Adult Channels.

New technological developments on one side and challenges of the current pandemics on the other side, force everyone to adapt to be able to survive. That includes the music industry. 

Over twenty years ago, the music industry was terrified by the internet and its capabilities to allow spreading and downloading music for free (… does anyone still remember Napster?). As fighting such development and suing some of its loyal customers didn’t help at all, the industry hasn’t have any other choice than to adjust and find new ways how to run the music business. 

The result surpased all expectations and after years of shrinking, the music industry is fluorishing away. Music has truly become available like water – as futurist Gerd Leonhard and David Kusek forecasted in their The Future of Music: Manifesto for the Digital Music Revolution in 2005. Just look at subscribers numbers advertised by streaming services like Spotify, AppleMusic, YouTube, Amazon, Pandora or Deezer. 

The part of the music industry dealing with the recorded music has recovered healthily. On the other hand musicians, who couldn’t make enough income from selling their music recordings, put more emphasis on live concerts. The live music scene and music festivals had been doing pretty well.

Then ….  the COVID-19 hit badly.

And everything came to a standstill.

As a result, many artistic activities have moved online, with various levels of success. The truth is, that the live contact between an artist and the audience is almost impossible to replicate in the online or virtual domain. 

But until there exist an audience willing to participate and pay for the interaction with their favourite artists, the evolution cannot be stopped. Therefore I have decided to have a look at just three interesting new ideas bringing music in front of an online audience. What do Apple Music TV, and Sessions Live have to offer? Let’s find out!

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