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Love Him or Hate Him, Kanye West Has CHANGED the Music Game

Kanye-West1-bet-awards-WireIimage-Getty*Kanye West knows how to stir things up, not least in making us rethink what music is and nudging us away from considering it as linear and static.

First there was his announcement that Life of Pablo was a “living, breathing, changing creative expression,” and now there is his Donda Stem Player – which we wrote about here last week.

Transformational change does not normally happen in one big wave, but instead is triggered by disruptive outliers, things that, at the time, might look like inconsequential edge cases, but act as the ice breakers for the paradigm shift that follows

Digital entertainment in its wider sense is entering its lean inphase, where audiences participate with content, whether that be simply commenting on a YouTube video or creating your own TikTok video.

Given simple but powerful tools, it turns out that the consumers like to be creators too. First it was pictures and video, but now it is audio’s turn, and Kanye’s Donda Stem Player could prove to be a pivotal step in that journey.

Formats do not need to be how they have always been

The future always looks much more like the past. The Model T Ford looked more like a horseless cart than it did a 1950’s car. Change takes time. Digital entertainment business models have undergone dramatic change, but the content itself much less so.

We think of TV shows, movies and music as being clearly defined things that have always been thus, but, in truth, they were defined by analogue technology in the 19th century. Now that linear TV schedules, radio and CD players are entering their final phases, there is no need for the traditional formats to continue to dominate.

Creatives who argue that a 45-minute drama and 3.5-minute song are simply the best formats, do so because that is all that they have ever known. Yes, they work, but that does not mean that other formats cannot also work. Just look at the album.

Many artists still like the creative construct, but just 21% of music streamers regularly listen to albums on streaming services. Music fans have already decided that this format is not part of their future.

Read the rest of this article by Mark Mulligan at Music Industry Blog.

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