Tokenise

Music's last decade was all about scale. Streaming raced to onboard as many global subscribers as possible. All at one low price for every song in the world. And music grew: → 600 million more subscribers → $13 billion in added revenue The recorded music industry appears to be 'saved', more artists than ever have a slice of the pie & the world's music catalog is at nearly everyone's fingertips. Good. Here's the not so good: → We consume music more passively → Songs are becoming commodified → Artists are increasingly detached from their work Why? Everything the recorded music industry has done over the last 10 years has focused on the most casual, lean-back experience. Incentives take hold. The way we listen changes. The way we create changes. Music is shorter, more frequent & made to (hopefully) game an algorithm for attention. Music's next decade is about cultivating fans. It's about creating meaningful relationships between artists & listeners, upgrading the experience for the biggest fans & encouraging paths to fandom. It’s about building artists. Not just songs. Our new infrastructure must incentivize artists to experiment & explore. They must be rewarded for speaking to a core audience — and have ways to find that audience. It must also be attractive for fans. Or it won't matter. No easy task. If this seems overly idealistic & high-minded, that's because it is. None of this is promised. It's not a prediction. It's an aspiration. Let’s change the way the game is played.