Tag: Out of the Box

20 Predictions for the Music Business in 10 Years

Ted Gioia photo in Out of The Box banner

The ideas below came to me in a dream. Some of them seem a little unusual—I should probably apologize for that. I had a couple glasses of a very fine Barolo from the Monforte region of northern Italy before falling asleep, so maybe that played a factor. But I’m determined to share what I heard exactly as it was told to me in my sleep.

Ten years from now. . .

1. A major Silicon Valley company will announce that it has created the ‘next Beethoven’ with quantum computing technology.

2. A legitimate musical counterculture will arise, with a cadre of new artists achieving superstar status while rejecting the roles of influencer and content provider. The motto “music comes first” will be a key part of their marketing message. The movement will have a name, but that word doesn’t exist yet.

3. YouTube fans will fondly recall the days when they only had to sit through two short commercials before watching a music video.

4. Web platforms will have destroyed record labels—which will no longer play a meaningful role in building the careers of new artists.

5. A reality TV show will launch a very popular song competition. But only children under the age of 8 will be allowed to vote. The success of the show will create a popular new genre known as TDM (Toddler Dance Music). It will even get its own Grammy category.

6. Musicians will find ways to capture 80-90% of the revenue from their music. This is already happening at Bandcamp, but the trend will spread rapidly. A whole host of other platforms will emerge that give most of the money to the artist and only keep a small percentage for themselves.

7. AI-driven Robots will increasingly replace DJs at dance clubs. Club owners will insist that the algorithm is better at pleasing customers than a human being.

8. The President of the United States will launch a curated playlist on a major music platform. At first music industry insiders will ridicule it, but change their tune after 40 million people sign up as subscribers. All proceeds will go to support animal rights organizations.

9. A song composed entirely by artificial intelligence will reach the number one spot on the Billboard chart. The music video (also AI-created) will be a major contributor to its success.

10. Trombone sales will skyrocket after the instrument is implicated in a high-profile celebrity scandal.

11. Before a hot new album by a major star is released, each track will be auctioned off as a separate non-fungible token. A prominent hedge fund manager who is famous for his large portfolio of music NFTs will become personal financial advisor to many leading rappers and pop stars. His nickname on Wall Street will be DJ Blockchain.

12. Individuals who can identify rising talent will set up their web channels, and fill the role once played by the A&R department at a record label. But there’s one big difference: they can do everything themselves without a huge corporation behind them. If these talent scouts have a web channel with a few million subscribers, they will have more clout than Sony (which, by the way, currently has a pathetic 40 thousand subscribers to its YouTube channel) or most other labels. They can sign artists, showcase them online, and build their audience—acting as sole operators, but with the influence of a big business.

13. A hit song by a K-Pop band will still be in the top 40 after four years.

14. Streamed music events will generate more income than live concerts.

15. The only child of the CEO of Google/Alphabet will date a musician with no discernible talent, but who now suddenly shows up everywhere on search engine results and even wins a prominent music industry award.

16. Spotify threatens to delist every track that doesn’t get at least one thousand streams per year, unless the artist pays a stiff annual fee.

17. Record labels won’t disappear, but will live mostly off the income from their publishing catalogs (which they are in a mad frenzy to acquire right now) and the old music in their archives. They will start to fear impending copyright expirations that threaten much of their cash flow, and try (unsuccessfully) to get legislators to extend IP protection for music.

18. The most discussed movie soundtrack of the year will feature complete silence—except for 12 seconds of music at a dramatic point in the story.

19. New music industry power players will emerge in Asia and other non English-speaking regions. New York, London, and Los Angeles will still be centers of activity, but hardly as dominant as they once were. The savvier music companies will be in a mad scramble to expand their presence in Seoul, Kinshasa, Jakarta, etc.

20. The TV audience for the Grammy Awards will fall to a new low. Instead, the music event with the highest TV ratings that year will be a live broadcast of the 90th birthday concert of a famous rock/pop star.

Music For Tomorrow’s World

Out of the Box banner with embedded headshot photo of Jessie Cox by Adrien H. Tillmann

Reflections of the future as digs to uncover what the present holds, maybe as possibility, maybe as impossibility, but surely a practice that sounds an open totality, that is to say improvisation as togetherness, or maybe, consent not to be a single being.[1] Rather than communing in formations, out of and with information as data, or bodies, or domains—sovereign authorities in general—this writing is an attempt to think through the prompt: “…our community ponder aspects of what music will be like ten years into the future,”[2] not only towards a future, but from a future, one I can hear, but also one I might already live in, that radically shifts notions of community, time, and space, under the heading of, and through music, as thought refigured. In listening to the present as an archeological dig,[3] as a site incomplete and still improvising itself out and in, like writing and reading onto and out-from this page, musical thinking can allow a shift in relation. When relation, to time, space, and others, becomes poetic, that is opaque and at the same time fully inseparable, then thinking with the future becomes a reflection of a future: like stars that shine from a past long gone, and mirror us into positions of futurity. It is through music that in this elaboration time is reflected, redirected, so as to allow for another kind of direction, another point of attraction, and maybe we can do away with the point as limit, and point becomes hieroglyphics of sound in motion/relation.

All of this is to say that in this essay I engage the future not as something that comes later on, that replaces a complete and whole present, but rather that the future is a method of thinking that shows something that is already here. In other words, I see the task of such a practice as the task of practicing, of playing, in the present, or maybe in front of an audience, that which I want to matter. As Marshall Allen poignantly said, “You want a better world. You create a better world.”[4] It is thus not so much a thinking through of time but rather a thinking through of music as world-building, as space-time creation: music as a tool to be together (with oneself and with others at the same time, that is also where this distinction as contradistinction becomes irrelevant) in space-time, which is itself that music as poetics of relation. What follows is simply the elaboration of what this means because it requires, on the one hand, a radical shift, and on the other, simply a remembering. Ultimately, this writing is something like a devotional practice,[5] maybe we can call it a meditation, or a recitation of those sincerities of sounding that remind of what is at stake, of being together (in an apartness)[6] through writing (sounds), and a giving thanks to and for those musicians that provide a possibility for spaces to resound this.

Charles Uzor’s work 8’46” subtitled George Floyd in Memoriam is a work written in 2020, from the geopolitical space of Switzerland, shortly after George Floyd’s murder and the incipient of global Black Lives Matter protests. It consists of 7 minutes and 46 seconds of breathing sounds (no instrumental playing) followed by one minute of silence. 8’46” is the first of two works written for George Floyd since 2020 by Uzor and it demonstrates (and places petitions for such thinking) new music’s relation to such protests. Together the two works uncover music’s (and as a specific case new music’s) entanglement with and in blackness. Its title references John Cage’s 4’33” through its similarity in appearance, while at the same time pointing to global protests under the heading of this duration, which was the initial duration used in court in the trial against Derek Chauvin, the police officer who knelt on Floyd’s neck, for what later was revised to well over 9 minutes, killing him.

It is in this poetics of relation played out by composer Charles Uzor that a possibility of new music becomes amplified (and maybe refined): under the heading of this experimental practice a radical shifting of the world can take place. On the one hand the piece points with this duration, as well as its sounds, to an antiblack world, while, at the same time, speaking of another world: one announced by the work in form of the duration as symbol for the mattering of Black lives. The music becomes staging ground for a performative assertion that black lives indeed do matter. Uzor’s 8’46” reflects a sociality, in the breathing sounds made by the performers, as well as in their silences (which both appear also under the heading of a reflection of observers listening as it is in 4’33”), announced in blackness.

In this scene Music, or music we might bring forth under a heading of new music, is stage to rework our relation to the world—whether that is combating antiblack structures or a coming together in/as/with blackness. In this sense it is music and it is blackness, it is improvised sociality, that is to say a consent not to be a single being, it is an impossibility to be without being in poetic relation. Music becomes a space within which people can be themselves in a common that is founded on and with each member’s unique ways—this I’ve learned from musicians such as Cecil Taylor. In Nina Fukuoka’s Sugar, Spice, and All Things Nice this space is shaped too, and what becomes revealed is how such space-formation is always also an act of reworking spaces around this music—from the music’s seemingly more immediate institutional conditions, to larger questions for this planet. A work that takes accounts of experiences of sexism in the music-world as its basis, collected in, and as, the process of compositions in dialogues with others, Sugar, Spice, and All Things Nice’s life moves by way of the social lives entangled in the composer and the music. Music becomes entrenched in lives. Thus this work takes the task of making music as simultaneously a task of being with others in sociality, and does such alongside an aim of revealing and combating sexism—antisocial brutalities. In recounting such brutalities the performers, the composer Fukuoka, and those whose voices flow into the work, reveal this musical work (this working in and with music) as part of social lives—the music cannot be separated, it does not stand by itself because by listening to it we always engage a complex set of entanglements, lives lived in sound, music as living with things. Thus while at once bringing to the fore how women are being discriminated against in the music field the piece also points to, as example, how music has the potential to be that space which allows for flowering of lives. In addressing the problems surrounding it, the music becomes space for that which is denied: (women’s) lives lived in music. Sugar, Spice, and All Things Nice redoubles this fact in its sounding through the use of textures moving out from and in excess of words spoken, and vice versa—not even in the act of performing or listening can these lives be held.

It is in these two examples that I hear what project of futurity I want to partake in. Music as a world redrawing act, as a process of living in poetic relation with each other and oneself (which is not one any longer), that remaps this world, into something else already here, behind a wormhole, some kind of alterdestiny[7] that was always already present but that we can maybe hear better by looking into the stars, to a future and a past as the present. As skins clash, the sound of drums brings a remembering—a reminder, remainder, and rejoining—of that which music always was, how meeting and departing are always the same—sounds in music. Sounds cease to be of relevance as moments in-between and become that which is always already stronger than itself[8] or any self, or selves in or out of touch. It is music, that blackness beyond wholes with holes as holds. “This is the theme of the stargazers, stargazers in the sky. This is the song of tomorrow’s world, a cosmic paradise.”[9]

NOTES

The article’s title is playing on the Sun Ra Arkestra’s record title Music From Tomorrow’s World.

1. Referencing here Fred Moten’s particular engagement with such translation by Christopher Winks of Édouard Glissant’s phrase “consent à n’être plus un seul.” In Moten’s formulation the consent is not given by a subject but is rather more something like what I would like to call a remembering of what was already there behind the veil.

2. This excerpt is from the email by Frank J. Oteri where he inquired with me as to whether I’d like to write this text.

3. Kodwo Eshun’s seminal article “Further Considerations on Afrofuturism” explores the ways in which afrofuturistic practices use the future to rework the present. To this aim he writes out from the notion of the archeological dig—his paper opens with future life-forms digging in their past, our present.

4. Allen, Marshall. 2019. “Out There A Minute With Marshall Allen.” PWPvideo. May 23, 2019. Audio, 5:02 (https://www.youtube.com/watch?v=GdTR-fiLfwQ).

5. I have to acknowledge here the origin of this word thought as writing coming out from my conversations with Fred Moten.

6. I’m playing with Karen Barad’s brilliant neologism together-a-part that plays out so beautifully the impossibility of actually being apart or together because of, to put it very oversimplified, entanglement, which is also to say, for me, because there is no single entity to be by itself or with someone else. I’m also thinking here of the ways in which this pandemic has played out and upon this together-apart complication. I invoke with such reminder my longterm collaborator and partner Lucy Clifford with whom I’ve learned of this in grooves of sound and life.

7. This term comes from Sun Ra’s philosophical thought.

8. I’m referencing here George E. Lewis’ A Power Stronger Than Itself, not particularly because of the title’s words but rather because of the book and what it documents: the AACM as a musical collective where music was, and still is, vehicle for lives as well as transformation of spaces and worlds.

9. Sun Ra Arkestra, “Theme of the Stargazers.”

 

Genres Won’t Go Away But They Won’t Be The Same

Vanessa Ague Out of the Box

[Ed. note: Last month, we launched a new series of articles under the banner “Out of the Box.” For this series, which follows New Music USA’s tenth anniversary this past November and marks the start of our second decade, we are asking a group of deep musical thinkers to ponder what the landscape for new music will be ten years from now. We aim for this series to spark important discussions in our community as well as to raise important journalistic voices from all around the country. The first installment of this series is a provocative essay by University of Florida-based musicologist and bassoonist Dr. Imani Mosley. Our second contributor is Brooklyn-based violinist and arts journalist Vanessa Ague.-FJO]

When I think about music 10 years into the future, the one thing that jumps out in my mind most is the perennial question of genre: How we define it and how it’ll change. Will there be any genres in 10 years? What will post-genre and cross-genre and everything in-between look like? Which new genres will emerge and take over the musical landscape? To me, genre and its evolution is one of the most fascinating aspects of music and music history. They’re imperfect descriptors, yet we cling to them. They’re constantly morphing, yet they stick to certain boundaries that contain them. People want to identify with a genre, or against a genre, and that becomes a defining part of their character. Genre encompasses more than the words that describe them. But will we someday land on words that finally feel right?

I’ve been considering this question even more lately, as I recently completed a Master’s capstone that touched on them. (Parts of this essay draw from that research and writing.) My writing is often dictated by genre, as are record store shelves and digital sales, for better and for worse. I personally find myself more and more drawn to the “post-genre” and “genre-blending” music—or, music that defies categorization yet is categorized in imperfect ways. As I think about the next ten years of music making, I hope we’ll grapple with how we define, use, and think about these signifiers. Some of the most compelling music made today, in my opinion, is born out of a conglomeration of genres and styles, and in the next 10 years, my idealistic dream would be for us to shift to talking about music in a way that foregrounds appreciation of the sound and the people who make it instead of boxes that don’t always fit.

Our struggle to find the perfect genre tags aren’t anything new, and neither is crossing over from one genre to another, or mixing them together into one. The trend of genre mixing perhaps most famously came to the fore in New York in the mid-20th century, and The Velvet Underground is one of the best known genre and medium-bending groups from those days. Their early albums, like 1967’s The Velvet Underground and Nico, united La Monte Young and Tony Conrad’s drone composition with singer-songwriter structures; the sound became a mix of long-held tones with chugging four-four rhythms and hazy speak-sung vocals. The band’s legacy has been long-lasting: They’ve inspired many other alternative rock bands to extend boundaries, from ambient pioneer Brian Eno to shoegaze band Galaxie 500 to indie rock darlings The Strokes.

More recently, we’ve had the community of the internet to power our genre discovery. In the 2000s and 2010s, the internet would make more genres than ever before, from all over the world, available to anyone who wanted to listen. On the internet, all kinds of music became available to everyone and anyone and sounds from across the globe became easy to access. On sites like Limewire, and later what.cd, redacted, and soulseek, the music-obsessed could download as many MP3s as they wanted, taking in every single sound and throwing it back in the art they’d make later on. Today’s streaming services like Spotify, YouTube, and Apple Music tried to follow suit, providing a constant stream of new music for listeners and makers (though none of these platforms support artists financially, which is another, separate issue I hope we address in the next 10 years). With such easy discovery, it’s no wonder mixing and matching in music has continued to proliferate and the barriers between genres have come down. Access has allowed us possibility.

Much of our music discovery today is centered around genre. Streaming sites make playlists geared towards specific genres and their algorithms recommend similar artists. In 10 years, I don’t see this type of recommendation changing—but I do think those algorithms will need to continue to expand and get more detailed. There are general playlists for umbrella genres like pop and experimental, but will more playlists show up that cover subgenres? Will algorithms begin to detect the smallest shifts in sound, linking together artists from completely different parts of the musical landscape? This certainly happens occasionally—Spotify in particular touts itself as a bastion for this kind of discovery—but I wonder if it’ll start to happen more as our genre barriers continue to dissolve. And, with radio and podcasting on the rise, I wonder if in 10 years we’ll see those formats become major agents for discovery again, too.

Musically, I don’t see the impulse to mix genres and form new ones changing anytime soon. A lot of today’s genre blending seems to mix old trends that have come around in popularity again with new ones (like mixing minimalism with modern electronic dance music). More past trends and styles will be resurrected and repurposed in the next 10 years. Perhaps there will be music that mixes baroque composition with field recordings, or medieval chant with ambient—perhaps there already is. There will probably be more shoegaze-y drone and electronic dance and hyperpop variants, which are genres that seem to dominate the recent conversation around experimental music. Whatever sounds do appear, though, will likely be those that glean influence from past sounds to make something current, building on past innovation to drive it into new directions.

Will the music industry respond to future genre shifts? Today, buying, selling, awarding, and discovering music is tied to arbitrary genre tags. Many of them feel like dusty conventions we haven’t brushed off yet. In the utopian future I imagine, these tags will be determined by the album we hear, an attempt to discuss and share music from a place of how it actually sounds. After all, genre is a way of describing what we hear so that it can be contextualized and understood. Genre isn’t going to go away for this reason—it helps us categorize and understand the world of music. But can it become more malleable? With the continued breaking and reassembling of genres, the industry as a whole needs to become more open-minded about changing how we talk about, understand, and think about musical categorization. I wonder if in the future, we’ll have entirely new, as-of-yet to be discovered genre tags that actually encompass the meaning of the music outside of a convention established years ago, supported by record labels and venues and marketers who start to adopt new tools and language to talk about the music they present. Maybe those new genres will be a better representation of the artists and the art.

I don’t know if we’ll ever have the perfect solution to categorizing music, the box to box genre boxes back into. But I do know this: As the next 10 years continue, we’re going to hear new kinds of music that question our assumptions of what genre is and what it means, just like the past 10 years and the 10 before that. I hope we look for solutions that stay true to the sounds and to the artists who make them.

Out of the Box: Plus C’est La Même Chose

Imani Mosley Out of the Box

[Ed. note: Last November, New Music USA marked its 10th anniversary. While we are continuing to celebrate all of the remarkable new music that has been created over the last ten years and our relationship to it throughout the coming months, we also want to start our second decade by imagining what the landscape for new music will be ten years from now. To that end, we are asking a group of deep musical thinkers to ponder this question. We aim for this series to spark important discussions in our community as well as to raise important journalistic voices from all around the country. Our first contributor is University of Florida-based musicologist and bassoonist Dr. Imani Mosley.-FJO]

Anthony Tommasini, in his final article as chief classical music critic for The New York Times, asks “so what things about classical music shouldn’t change?” It’s an interesting thought exercise that he unfurls throughout the article, reminding readers of things possibly slipping away: the sound of live acoustics, the exhilaration of risky playing, the generational work of artists and institutions. I don’t particularly have a qualm with the exercise or its examples — it’s a way, in a sense, of grounding classical music in a space and time that currently feels so unhinged, unembodied, unpracticed. But I am struck by the binary presented (even if it is to take apart a particular “problem”): that we in classical music-land are either asking what should change or what should remain the same. In approaching an essay such as this one that I was tasked with writing — what will new music look like ten years from now — I find myself running into that same binary. It is the idea that in order to assess or predict the new music landscape, one must be forced to face the conflict of change and stasis; not that things will change as most things inevitably do, but that change is not definite; stasis is.

This binary becomes murky both in theory and practice. One could say that art music throughout the twentieth century was based on change and the refutation of past practices. But as composers and performers shifted from style to style, medium to medium, our institutions became museumified, creating a dichotomy of either/or. The urge to be static rose concurrently with the urge to change. And so, in the twenty-first century, we’re presented with a choice: to look ahead or to look down. Not back or backwards, not into the past (because pastness cannot be and is not always equated with stasis), but down: down at our idle hands, down and away from our communities, down and buried in the sand. Had I been approached with discussing the future of new music two years ago, I probably would have answered differently; that our desire to look ahead would always be countered with our desire to look down. But as we enter the third year of a global pandemic, my view has shifted ever so slightly. Looking down is no longer a feasible or viable business model. It has become “look ahead or cease to exist.” And while I do not want to tie this piece so explicitly to current events, I don’t think it is possible for me to talk about the future without acknowledging what is happening in the here and now.

Music is indelibly linked to space and place. Those elements can shape, structure, and define our listening and performance practices. The rigid acoustics of a European concert hall, the grand solemnity of a cathedral, the vast possibilities of a soundwalk—these are all ways in which music moves from the theoretical to the experiential. Music thrives on the performance of the experiential, on the real. The real, dependent upon physical space and presence, has been valorized above other kinds of performance often by listeners and performers. Whereas other types of music and performing media may thrive within recordings, art music relies upon the live. This is not disputing the long history of classical music recording, but rather positioning it within a synchronous history of live performance practice. Recording obfuscates authenticity because it has to be imbued in order to be believed, as explained by Philip Auslander: “[T]he music industry specifically sets out to endow its products with the necessary signs of authenticity.” Even Pierre Boulez expressed concern about the fidelity of recording, where “the so-called techniques of reproduction are acquiring an irrepressible tendency to become autonomous and to impress their own image of existing music, and less and less concerned to reproduce as faithfully as possible the conditions of direct audition.” For a genre that existed before recording technology, its authenticity lay within the visage of liveness (one only has to look to arguments around amplification to see this concept at work); liveness becomes the real. It has only been until very recently that the idea of space and place has been limited to the tangible. Philip Auslander and Jonathan Sterne discuss a shift that occurred in the 1990s, but the advance of the internet has accelerated that shift. Space and place could become virtual, mediated, otherworldly. The late 2000s saw Eric Whitacre’s Virtual Choir as well as the YouTube Symphony Orchestra, emphasizing that a virtual space could still be experiential, authentic, real.

So, what happens when physical space and place are no longer available to you? The COVID-19 pandemic posed this question to musicians, composers, and institutions. What about your precious real now? Many organizations opted to make already filmed material available to a wider public, following the already existing models created by the Berlin Philharmonic, Metropolitan Opera, and Glyndebourne. But others saw this as an untapped creative space: Opera Philadelphia created a streaming channel with new works by composers such as Caroline Shaw, Angélica Negrón, Tyshawn Sorey, and Melissa Dunphy. These composers created works within a virtual space, decidedly unreal in a sense, to make a multifaceted multimedia object, one that uses all available tools to build something unique. Like the television opera/opera on television divide, these works exist in this mediated way first, much like Benjamin Britten’s Owen Wingrave or Gian Carlo Menotti’s Amahl and the Night Visitors. Their authenticity is not predicated on some kind of prescribed and imagined liveness; they are not meant to be experienced in that way. And more than anything, that shift away from liveness (something that I believe was on its way) is a huge step in the future of new music. This is more than just using media, electronics, and technology as tools; this is about restructuring foundational elements of art music.

I am loathe to cite this pandemic as a breaking open of anything. Music’s relationship to this moment is varied and I find the “Newton’s Annus mirabilis” approach to these last few years as demoralizing and unapt. But decisions will be made and I wonder if in ten years hence, we’ll look back at now and see those decisions as being tectonic for new music. There is an immediacy that exists in a way that has seldom been seen and with that immediacy comes freedom: freedom to create new music without the shackles of place, space, and institution. The freedom that signifies the taking back of creative power and control. As someone who is ensconced within the world of living composers, never have I felt as much access to them and their works as I have in the last few years. And I cannot imagine anyone wanting to give that up. With the virtuality of space and place comes a kind of equalizing; yes, there will always be funders, donors, money, connection, and privilege. But virtual space is limitless. I’m reminded of composer Garrett Schumann’s “I’m a composer and I wrote this music” TikToks, maximizing the medium’s penchant for virality, its visibility and algorithmic pervasiveness to introduce his music, new music to the world. And as we’re forced to turn to those virtual spaces to have as close to real musical experiences as we can get, the more we reify that aforementioned power. I do not foresee a looking down after this moment ends.

So, what does that mean for the future of new music? What happens in that next decade? I personally can’t speak to musical and stylistic changes, that’s anyone’s guess. But as a musicologist and historian who specializes in how people have reacted to music in specific cultural moments, I can guess as to how the moment will be presented to us. In schools, in our major institutions, and with individuals, we will have assessed what to let go, what will change, and what will remain static. Looking ahead may be the only feasible way forward, the only way we will have created for ourselves. Tommasini ends his article noting that he wants to “protect it [classical music], as well as shake it up.” This reads as that forced binary appearing once again and this moment now suggests that that binary may no longer be viable. We may experience another moment when we will have to let things go because they have been taken from us. And instead of approaching that moment as a deficiency, let us approach it as an abundance, as so many composers and performers are doing now. Creation not in spite of but out of a desire to. A future where change is definite.