The opportunities for the music industry to leverage and explore new creative technologies are endless, from the point of view of both creative experience and revenue generation. Many new explorations are already in the works. US band OneRepublic are partnering with Nokia and UMG to create a Virtual Reality live concert experience. Both Brian Eno and Björk are using Virtual Reality and Artificial Intelligence in their music videos. The BBC just launched their interactive concerts – The Red Brick Sessions – using new immersive technology. And that's before we've even touched on the possibilities of cognitive computing, targeted and personalised advertising, the potential to develop empathy with brands, as well as applications in music education and in university courses.
What opportunities for revenue generation, fan engagement and new musical experiences do new creative technologies such as Virtual Reality, Augmented Reality, Mixed Reality, and Artificial Intelligence offer to artists, creators, the music and entertainment industry? And what new challenges in terms of Intellectual Property, licensing, creative ownership, tracking and monitoring do they create?
What is currently working? Who is doing what?
We are devoting our next London-based Music 4.5 to exploring how Augmented Reality, Virtual Reality, Mixed Reality and Artificial Intelligence can be applied to the many facets of the music industry, from music creation to experience, videos to streaming, advertising to start-ups, data to revenue generation.
Music 4.5 The New Creative Tech will cover questions such as:
- How do artists, rightsholders, and users navigate the new creative technologies?
- What is working and who is doing it?
- How do the new technologies deliver new revenue-generating opportunities for artists and rightsholders?
- What are the tracking and IP issues the new technologies throw up?