MaurosArt
Well, here we are, folks. The ever-shifting sands of the music production landscape have shifted so much that producers, in general, are facing an existential crisis. The droning, relentless march, and ceaseless pressures of social media, ever-emerging music technologies, and the overwhelming supremacy of streaming platforms have converged like an overloaded semi-truck and Volkswagen Beatle competing to merge onto a one-lane elevated ramp; a perfect storm.
The sword of Damocles, looming over the heads of music producers threatens to slice them to bits, in an apocalyptic scenario to which they balance on the brink of obsolescence.
Like an unforgiving overlord, social media dictates the terms and rules of engagement. In the world of music, we’re talking about platforms, like TikTok, Instagram, and YouTube. They have high demands to stay relevant with fetters of constant content creation chaining many a producer to a perpetual torcher device. Mainly, that dastardly keyboard and controller, where the pressure is so intense to go viral or be forgotten among the heaps of daily compiled content generated by the masses. The digital dust field of unrequited notoriety is littered with innovative producers cast aside by the latest and greatest “go viral” sensation muscling in on the action.
The market is over-saturated with amateur producers due to the new technologies in music development. This mass of ‘producers’ has diluted the quality of music to which, it is nearly impossible for any talented producer to stand out from the crowd. The whole thing about ‘the democratization of music production’ has been great, and very promising but, it has led to a market that is so oversaturated that truly talented artists have often been drowned out by all the noise. The growing advancements in technology and its relentless pace have placed heavy demands for constant adaptation to the tools. If you can’t keep up, you’ll be left behind. This is a frustrating aspect as many who have achieved the necessary skills will most often be rendered obsolete, by the time the next software update is implemented.
Spotify, Apple Music, and Amazon Music have become the gatekeepers operating the streaming platforms of the music industry, with their incredible powers over the channels of music delivery, they dictate who and what gets heard. The real ugly thing about the whole setup is that it is one big cruel joke, given how they modeled the revenue streams. High-volume streams take the top shelf leaving the independent, small-guy producers out in the cold struggling to earn a living. Sad but true, their algorithms are designed in such a way, that unique, talented, and innovative sounds will often never see the light of day. Like a Boa constrictor, the stranglehold of these streaming platforms tightens with every exhale as the elusive dream of making it big succumbs to the big emptiness of the digital ether.
“…the pressure is so intense to go viral or be forgotten among the heaps of daily compiled content generated by the masses.”
Don’t let my writing bring you down. Despite this ugly, bleak landscape I painted for you, there are glimmers of hope, though faint, but they may offer something of a lifeline to hard-pressed music producer:
The grim reality in today’s market is the downfall of music producers, folding to the pressures of and forces of the relentless assault from, new technologies, streaming platforms, and that beast of beasts, social media. But the darkness will not prevail for long. The strength of the human spirit will always open up to new and emerging possibilities offering more than just a glimpse of hope. The resilience of human ingenuity will always prevail. Producers can forge new opportunities and adapt by embracing the industry’s harsh realities. With inner strength, producers can weather the storms and find new paths to survive the onslaught.
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