Career Planning: Future of the Australian Music Industry (Episode 3)

In this final episode of my digital artefact, I want to take a look at the exciting new technology and trends arising in the Australian music industry.

Byron Bay Bluesfest in 2019. Credit: Bluesfest/NME.

COVID-19 has had an undeniable and severe impact on the industry with a recorded loss of 345 million. Hip-hop, in particular, was on an impressive trajectory to reach new mainstream horizons, and although COVID-19 stunted this growth, Hip-hop in Australia has significantly developed during the pandemic.

To be the best creative I can be in the Australian music industry, it’s important for me to understand the development of future technologies and trends within the field. Here are a handful of the developments that are closely related to my future career plan and the subject materials of BCM325:

Virtual Reality

While virtual reality music videos aren’t necessarily ‘new’, its popularity could see a significant increase in the future of the music industry. The entrancing and immersive nature of VR could have endless possibilities for the future of not only music videos, but live performances as well. One of my favourite quotes from William Gibson’s novel Neuromancer describes cyberspace as “a consensual hallucination experienced daily by billions of legitimate operators, in every nation.” COVID-19 forced live performances to a halt and has encouraged events managers and artists alike to opt towards online performances. To ideate this to the extreme, the long range future of music festivals could be entirely virtual where even maybe one day, the technology reaches such an immersive point that we’re able to touch and feel things within the virtual reality, similar to what we’ve seen during the BCM325 screening of Ready Player One.

Journalism & Marketing

Journalism and marketing in the future of the music industry is already beginning to change in its format and execution. Speaking from my own experience, COVID-19 made Zoom a more popular tool for interviewing artists and working from home. Although, face to face interviews are still preferred and make it easier for interviewers to create a stronger relationship with their interviewees, Zoom has expanded the possibilities for myself and my peers at AUD’$. In regards to marketing, COVID-19 forced the world to become more dependable on the internet. Apps like TikTok has become a great avenue for artists to market their music through and for publications to broaden their audience. The pandemic has actually inspired me with the ideal approach to my career where I could work from home when needed and still achieve a similar result. Once restrictions are lifted further, I’ll be able to have a mix of online and in person work experiences. The future of music journalism and marketing is something I’m passionate to keep a close eye on to stay ahead of the competition and be able to quickly adapt to new trends.

AI Composers

Artificial Intelligence can be described as “how close or how well a computer can imitate or go beyond, when compared to human being.” AI technology is slowly starting to become utilised in music production with companies like Amper able to allow users to generate original compositions by setting limitations on genre, track length and instruments. Though I do believe AI will play a role in the future of music production, I find it unlikely that AI technology will be able to create music on its own, at least in the medium range future. Even if possible, I think the emotional drive of musicians and producers make it for AI to ever replicate.

Frank Tremain.


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