An Emerging Creative Renaissance
The digital video space is more interesting than ever as it pertains to the music industry. This is because artists are less regulated and have more choices as to where they want their content to be seen and heard.
Never before have there been so many distribution channels. If fans want to see a music video, or any other type of visual content tied to a particular song, no matter how obscure that song is, they can now easily find it. All they have to do is search for it on YouTube.
The ease with which artists can now create and release content is birthing what I believe to be a new creative renaissance, from which a lot of amazing art will emerge. These platforms are starving for great content, and I believe artists will rise up to meet that challenge and create new art, and new types of art, for the world to see/hear/experience.
This is where the conversation begins. We are still in the early stages of what this renaissance can ultimately be. And this is what the industry should be catalyzing — amazing, innovative art.
Let’s build an era that stands for something. Let’s harness this lack of regulation and need for innovation and make this time period legendary. Because I don’t see this openness lasting forever. As is the case with any renaissance, what we have is a moment in time to do something truly special.
And I’m not talking about LOL-Cats or gimmicky videos that go viral… although I do get a kick out of these internet cultural phenomena on a personal level. I want to champion the next great artists — those who use art to fuel innovation in technology; those who use technology to take art to new heights and wider audiences.
There are serious challenges posed by the music industry that could get in the way of any form of innovation. Mainly it has to do with something we all face in our lives: It’s hard to embrace change; it’s far easier and more comforting to continue doing what we have always been doing.
But the current technological revolution, especially within digital video, isn’t going to reverse course. We will not be able to go back to the way things were — nor should we want to. I think it’s important that artists, labels, and other music companies look at these digital platforms, as well as those that are still to come, as new outlets for creativity, for showcasing their work, for doing something cool.
I’m exploring this on the front lines every day with my projects and releases, as well as artists’ and client’s work. I hope others will follow.
The good news is, if I’m seeing this pattern correctly, the music that’s already being created and shared in this era of digital video may not only assume its place in the history of great art alongside Mozart, Shakespeare, and Basquiat, but also affect the societal and cultural movements in the world today and beyond.
And that’s what will excite the music/tech generations to come!
Jesse Kirshbaum is the CEO at NUE, a music company that specializes in procuring talent for concerts and tours, as well as endorsement deals for his various clients all over the world. He also is the co-founder of SoundCtrl and executive producer of the FlashFWD Awards and the hit internet music series “CRWN.”Tags: CRWN, guest column, Jesse Kirshbaum, Music in Motion, Music Issue, Myspace, NUE, SoundCtrl, voices