Music’s Instagram moment The social music creation revolution
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20,000 foot view
Social media has steadily integrated music, and music creation tools have steadily become more social. These trends are converging, accelerated by shifts in consumer behaviour and artificial intelligence (AI). The result could be a new set of music creation and re-creation tools, integrated within social platforms and geared towards casual consumers. It would represent a new revenue and fandom driver for music rights holders. But the social and creator tools industries could more easily (and cheaply) capitalise on this opportunity on their own, adding urgency for the music industry to design new licensing frameworks.
Key insights
- The average spends hours per week using media, compared to hours streaming
- Average consumer spent creating and producing content between and 2022 to hours week
- Content creation growing even faster among who an average of hours per creating content in 2022, a on aficionados are more likely be social platform WAUs, especially Twitter, where they over-index by to the average consumer
- Because younger spend more time streaming music, platforms with younger userbases are prime targets for music integration — particularly Snapchat, TikTok, Instagram and YouTube Shorts
- Artificial intelligence stem-splitting, and augmented reality will the development of social music tools
- These tools into two categories: music creation revenue flows to the music tools industry) and music recreation revenue flows to music rightsholders)
- TikTok and are the social platforms best to capitalise on this opportunity
Companies and brands mentioned in this report: Apple, Ariana Grande, Artiphon, AudioShake, Bandersnatch, BandLab, Beatoven.ai, BTS, BTS ARMY, ByteDance, Calvin Harris, CoSo, Endlesss, Epic Games, Epidemic Sound, Facebook, FKA Twigs, Halsey, Holly Herndon, HYPH, Instagram, Instagram Reels, JukeDeck, KILLBOY, LANDR, Lil Nas X, Minibeats, Mubert, Netflix, Orbacam, Roblox, Snapchat, Splash, Splice, Spotify, Starmony, SZA, Taylor Swift, TikTok, Tinder, Twitter, YouTube Shorts, YouTube