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Thundercat‘s “Them Changes” is steeped in funk history, with drums that nod to The Isley Brothers‘ “Footsteps in the Dark,” stutter-stepping at 82 beats per minute, and a wobbling bass line. On Sept. 22, the TikTok account Ezzsounds posted a simple remix of the track, pushing the tempo until the song catches the jitters. This new version was a world away from the slow-and-low original — at 114 beats per minute, it’s like a train threatening to jump the tracks. TikTokers loved it.
“By the next Monday, we had already seen the streams double,” says Will Slattery, vp of North American marketing operations for the independent label Ninja Tune. The company sent an official sped-up rendition of “Them Changes” to streaming services and worked with marketing companies to increase the new version’s exposure on TikTok. The single cracked Billboard‘s Hot R&B Songs chart in October, a first for Thundercat as a lead artist.
“Sped-up tracks feel like a thing, but I was not expecting it to happen to Thundercat,” says Josh Berman, who leads marketing efforts for the artist’s management company, Really Happening. “I’ve seen trends happen and they’re gone in 72 hours. We’re really blessed that this one’s still going.”
Sped-up versions of songs, especially older ones, have thrived on TikTok for years — Cafuné’s “Tek It,” Demi Lovato‘s “Cool for the Summer,” Ellie Goulding‘s “Lights,” Sam Smith‘s “I’m Not the Only One,” and Nelly Furtado‘s “Say It Right,” for example, all enjoyed streaming bumps thanks to the success of uptempo reworks. This style now appears to be on the verge of reaching a new level of mainstream exposure. “Sped up songs are becoming insanely popular,” says Tyler Blatchley, co-founder of the label Black 17 Media, which has producers working on pell-mell renditions of many major-label tracks.
“Back in the day, we used club remixes to diversify the visibility of a record,” explains Nima Nasseri, global head of A&R strategy for Universal Music Group’s music strategy and tactics team. “The purpose was to bring back visibility to the main version. Now people are discovering the main version from the sped-up or slowed one. Instead of spending $50,000 for a remix from a big-name DJ, you’re spending relatively minimal amounts [on a sped-up rendition] and getting much more return and reach.”
“These remixes have been a thing for a while,” adds 20-year-old Tristan Olsen (xxtristanxo on TikTok), who has amassed more than 3 million followers on the app with videos of him playing tempo-shifted edits, usually in a red-lit room, while sporting dark sunglasses. Happily for him, “the industry is catching up now.”
It’s easy to survey TikTok or scan streaming charts and conclude that songs which zip along at a breakneck pace are popular on the app. It’s much harder to explain why.
The genre known as nightcore, which also centers on music that’s sped up and pitched up, was popular long before the debut of TikTok. Nightcore eventually filtered into the PC Music scene, which spawned artists like SOPHIE and A.G. Cook, who went on to work with pop stars (Charli XCX, Madonna). But its hit-making power was negligible compared to TikTok’s sped-up song ecosystem.
Steven Pardo, digital marketing director at Secretly Group, believes that “in a video platform that prioritizes catching attention immediately, being able to get the impact of the lyrics across more quickly is advantageous.” On top of that, “dancers [on TikTok] love the chipmunk versions” of songs, according to Kuya Magik, a producer and DJ with more than 11 million TikTok followers.
Part of TikTok’s power also stems from the way it makes room for users to fiddle with songs and upload their versions of popular sounds, changing the stakes of fan engagement. “We’re seeing in consumer surveys how much Gen Z wants to actively participate in music,” notes Tatiana Cirisano, an analyst at MIDiA Research and former Billboard reporter. “They don’t just listen and consume passively; they make their own videos, remix the song.”
This ethos doesn’t only impact TikTok through sped-up tracks. The platform is awash in “sped-up versions, slowed-down versions, clap-track versions, versions that are super heavy on reverb, like turned-all-the-way-up-to-11 kind of sh–,” says Johnny Cloherty, co-founder of the digital marketing company Songfluencer. “Everyone’s experimenting with this stuff.” Jacob Byrnes, director of creator relations and content strategy for Universal Music Group’s music strategy and tactics team, recently had a meeting with a TikTok marketing company that informed him that 80% of the top 100 sounds on the app were tempo-altered; some sprint, while others crawl. (A rep for TikTok declined to comment.)
There are a number of popular TikTok pages that specialize in this material — not only KuyaMagik and xxtristanxo, but also Itsjovynn (9.7 million followers), Spxedupsongs (5 million followers), Speedysongs (2.7 million followers), and Bestspedup (2 million followers). Now artists and labels are paying some the creators in this niche to edit their tracks, seeking to harness their promotional firepower; these accounts seem to have captured some of the king-making abilities once reserved for top influencers like Charli D’Amelio and Addison Rae.
While some of these pages post remixes along with eye-catching visual clips, others don’t do much more than post a new version of a track next to its lyrics. Ezzsounds, which helped launch Thundercat’s “Them Changes” onto the Hot R&B Songs chart, hails from the latter camp; the account is more than 700,000 followers strong. Pardo from Secretly Group has his eye on the page Ex7stence (4.4 million followers), which recently helped popularize sped-up versions of songs by Phoebe Bridgers and Bon Iver. “The velocity of sounds that come off that page in the past couple of weeks has been fascinating,” Pardo says.
Historically, the music industry has not been comfortable with unauthorized remixes. Nasseri and Byrnes even initially encountered some resistance from artists’ teams when they started pushing to release official tempo-altered versions of singles. “It was six months of explaining to people what this is and begging them to approve it,” Nasseri says.
“There was a long period of ‘trust us on this,’” Byrnes adds. His pitch: “This is the new remix. This is better than a remix.”
Suffice it to say that “long period” of doubt has come to an end. “I see artists dropping the sped-up version with the official one on release date to try to see if that catches on and points back to the original,” says Johnny Minardi, vp of A&R at Elektra Music Group. “It’s become one of those alternate looks to try to start the song or get a little bit more life out of it.” Two marketers say it’s routine for them to pay TikTok accounts to put out edits of songs they’re promoting; the cost is usually between $50 and $200.
Interscope just released an accelerated version of Summer Walker‘s entire Last Day of Summer project, billing it as the “first sped-up album.” UMG does “bulk agreements” with Xxtristanxo for remixes of its music, according to Byrnes. “He has 3 million monthly listeners [on Spotify] from these remixes — they generate so much money for us and for these artists,” the executive says.
The Spotify account Sped Up Nightcore, which only posts uptempo remixes of songs from Warner Music Group, is earning close to 2 million plays a day, according to the Spotify for Artists app — numbers many acts would hack off an arm for. (While none of Sped Up Nightcore’s releases on Spotify have any public credit information, Warner is claiming ownership of most of these songs on YouTube; a rep for Warner did not respond to a question about the label’s relationship with the account.)
Kuya Magik, who also does remixes for UMG, says messing with a track’s tempo and posting it on TikTok “doesn’t always work — but if that sound goes in front of the right person, you’ve got a gold mine in terms of a viral song.” Case in point: Cafuné’s “Tek It – Sped Up” has more than 95 million Spotify streams, almost as many as there are on the original, which surely makes it one of the most commercially successful singles in this style. (Minardi signed the band to Elektra.) The popularity of the jittery “Them Changes” on TikTok led weekly streams of the original to triple from mid-September to mid-October, according to Luminate. Slattery from Ninja Tune says streams of the rest of Thundercat’s catalog increased as well.
Most executives who have engaged with the sped-up ecosystem agree that it’s particularly effective for reviving songs that are more than 18 months old. “It’s a great avenue for promoting catalog tracks,” says Slattery. “People enjoy sped-up versions of songs that they already know” — like “Them Changes,” which already had more than 150 million Spotify streams before its recent surge. “When there’s familiarity with the song to begin with,” Slattery continues, “it helps it go farther and increases demand.”
That means there’s a potential opportunity for record companies. “If I was a label with a big catalog, I would start creating three to five versions of all my biggest hits with different tempos,” Cloherty says. “I would just have a producer on staff creating them nonstop all day every day.”
“What would ‘Bridge Over Troubled Water’ sound like sped up?” he wonders. “I don’t know. But that could be the next TikTok hit.”
A Florida appeals court ruled Wednesday that YNW Melly could face the death penalty if convicted in his upcoming murder trial, overturning a judge’s decision that prosecutors forfeited the right to seek capital punishment.
With a trial looming this past summer, Judge Andrew Siegel ruled that prosecutors couldn’t seek the death penalty because they had failed to give Melly and his attorneys proper notice that they planned to do so, violating strict state rules.
But in a ruling on Wednesday, Florida’s District Court of Appeal ruled the judge’s decision was incorrect. Since prosecutors gave notice that they might seek death when they first charged Melly in 2019, they had complied with state rules. “Notice is notice,” the court wrote in its opinion.
The ruling means that Melly could be sentenced to death if convicted in his upcoming trial. But that likely won’t take place until the Florida Supreme Court rules on the case, because Wednesday’s ruling certified the issue as one of “great public importance” that should be decided by the state high court.
In a statement to Billboard, Melly’s attorney Philip R. Horowitz said he and his client were “disappointed in the ruling” but “look forward to our opportunity to argue our position before the justices.”
The ruling came as Melly (real name Jamell Demons) continues to await trial on first-degree murder charges over accusations that he and another rapper shot and killed Anthony “YNW Sakchaser” Williams and Christopher “YNW Juvy” Thomas Jr. in 2018.
A trial had previously been scheduled for April, but was called off at the last minute, prompting Melly’s attorneys to file a so-called “speedy trial demand” that would require the case to start within 60 days. Another trial was then set for July, but the case was again delayed over the current dispute about the death penalty.
A first-degree murder defendant in Florida would typically face the possibility of execution if convicted, but Melly’s attorneys argued in April that the state had failed to comply with strict laws on how they must warn defendants that they’ll seek the death penalty.
Florida requires prosecutors to give notice 45 days after arraignment if they plan to seek capital punishment. In Melly’s case, the state attorney filed such notice when they originally indicted the rapper in 2019 but failed to do so when a so-called superseding indictment was handed down earlier this year.
In July, Judge Siegel sided with Melly’s attorneys and said prosecutors had forfeited the chance to seek death. But after prosecutors argued that the ruling was clearly incorrect, Judge Siegel acknowledged that his ruling addressed a novel legal question and halted the case until a state appeals court could rule on it.
On Wednesday, the District Court of Appeal did so – and sided decisively with prosecutors.
“We find that the state complied with its statutory obligations when it filed its notice of intent to seek the death penalty within 45 days of arraignment,” Judge Spencer D. Levine wrote for the appeals court. “The fact that the state filed a superseding indictment, requiring a second arraignment, does not vitiate the already filed and timely notice of intent. Notice is notice.”
The ruling said that rules were designed to give defendants a fair chance to prepare for a death penalty argument, and that prosecutors had lived up to that requirement with their original notice.
“Clearly, in the present case, the defendant was noticed and apprised of the state seeking the death penalty in 2019,” Judge Levine wrote. “The defendant has had nearly three years to start the preparation of his defense to the state seeking the death penalty [and] the record contains no evidence that the defendant was prejudiced in any way.”
Melly’s attorneys can appeal the ruling to the Florida Supreme Court.
Just two days after Condé Nast sued Drake and 21 Savage for using a fake cover story in Vogue magazine to promote their new album Her Loss, a federal judge has issued a restraining order forcing them to stop using it.
Siding with Condé, U.S. District Judge Jed Rakoff ruled Wednesday that the faux cover – one of several fake promos for the album – was likely violating the publisher’s trademarks because Drake and 21 were “misleading consumers” and “deceiving the public.”
“Issuance of the requested temporary restraining order is in the public interest to protect the public against confusion, deception and mistake,” the New York federal judge wrote.
For the past week, Drake and 21 Savage have been on a phony media blitz to promote Her Loss, which debuted Friday. They dropped a video of a fake performance on Saturday Night Live, teased an a similar appearance on NPR’s Tiny Desk series, and created an elaborate deepfake interview with Howard Stern.
NPR used the stunt as an opportunity to tell the star he was “welcome anytime” on the beloved concert, and Stern laughed the whole thing off, but Condé Nast went a different route. In a lawsuit filed Monday, the publisher called the stunt a “flagrant infringement” its trademark, aimed at exploiting the “tremendous value that a cover feature in Vogue magazine carries” without actually securing one.
“All of this is false,” the publisher’s lawyers wrote, demanding an immediate injunction forcing Drake and 21 to cease all use of the “counterfeit” cover. “And none of it has been authorized by Condé Nast.”
The order issued Wednesday is what’s known as a temporary restraining order – a quick injunction designed to prevent “irreparable harm” that could not later be undone. A plaintiff like Condé can only win one if the judge decides that they are likely to eventually win their lawsuit.
Judge Rakoff’s order bars Drake and 21 from “using, displaying, dissenting or distributing” the fake cover or the actual phony Vogue copies they printed as part of the stunt. And it expressly requires them to take down websites and social media posts sharing the image, and to remove physical posters put up in certain markets.
Notably, it also explicitly requires them to stop making any mention of Vogue editor in chief Anna Wintour. In its lawsuit, Conde took particular aim at the fact that Drake had thanked her in his posts sharing the fake magazine cover, saying it had been “deliberately deceptive” to suggest that the infamous editor had endorsed the project.
Reps for Drake and 21 did not immediately return requests for comment on Wednesday’s order.
A temporary restraining order is, by its nature, temporary – lasting only until the parties have a chance to argue over a longer-term injunction. A hearing on such an injunction is set for Nov. 22.
Read the full order here:
Irving and Jeffrey Azoff‘s recently-launched Giant Music record label signed Detroit rapper Tay B in partnership tie AFLN Music Group. Tay B released his most recent album, 4Eva In My Bag, earlier this year. Run by Shawn Holiday, Giant Music previously signed Atlanta-based trap artist SwaVay in partnership with Def Jam. Giant Music is a resuscitation of the Giant name for the Azoffs, with Irving having launched Giant Records in 1990 as a joint venture with Warner Bros. Records.
Podcast company Audio Up, which focuses on trying to create hit tracks by leveraging podcasts as the launch pad, announced a new strategic partnership with WME to support the development of artists from Audio Up’s podcast slate. Under the deal, WME will advise Audio Up on its touring and content opportunities across film, TV and digital and provide the company with access to its network across music, entertainment and brands. One of the first initiatives under the partnership is the development of Latin artist Balam, who will star in and contribute original music to the forthcoming Audio Up scripted podcast Day of the Dead. In tandem with promotional efforts around the podcast, WME served as an advisor on booking Balam’s Dec. 10 debut performance at reggaeton festival Viva Urbano. WME will also work with Audio Up on the podcaster’s Apple Music show The Ballad of Uncle Drank by turning the show’s title character into a real-life touring country experience.
Sony Music Masterworks made a majority investment in Dubai-based concert promotion, talent management, events and production company MAC Global. Day-to-day operations of MAC Global will continue to be led by co-founders Rob McIntosh and Daniel Goldberg, who will work with Sony Music Masterworks president Mark Cavell, senior vp of business development Josh Lerman and managing director of Senbla Ollie Rosenblatt. Under the arrangement, MAC Global will expand its remit to include comedy, sports, virtual events, orchestral events and immersive music experiences.
The Black Music Action Coalition (BMAC) teamed with Jimmy Jam and Terry Lewis for the Jimmy Jam & Terry Lewis Music Makers Grant, which will award $5,000 annually to an emerging BIPOC songwriter or producer. BMAC will screen applicants, with Jam and Lewis personally picking the finalist. Online applications for this year’s grant close Nov. 15, with the winner to be announced in December.
Townsend Music signed Kaiser Chiefs in partnership with Absolute Label Services/Utopia, V2 and The Orchard for the band’s next studio album, which is slated for release next year. Townsend and Absolute will provide physical and digital distribution for the album in the U.K. under Townsend’s D2C+ model, while V2 will distribute it in France and Benelux and The Orchard will distribute it in other territories.
SoundExchange struck deals with Zelle and Cash App allowing registered creators to elect to receive their royalty payments via either of those mobile payment apps. Creators can contact the SoundExchange customer services team to learn more about app-specific eligibility requirements and sign up to receive royalty payments via the platforms.
Country newcomer Dalton Dover, who appeared on Season 16 of The Voice and has since garnered a following on TikTok, signed with Universal Music Group Nashville. He will release his upcoming music via Mercury Nashville.
Pop and melodic rap artist Zzz. signed with Warner Records in partnership with Lil Bibby‘s Grade A Productions. His major-label debut single is “All I Never Wanted.”
Live Nation has signed on as the exclusive booking partner for the nonprofit Capital One City Parks Foundation SummerStage festival. Ahead of the 2023 summer season, Live Nation will book all benefit concerts between June and October at the flagship Rumsey Playfield site in New York’s Central Park.
Composer Max Richter appointed Huxley as his global publicity and brands agency, which will also represent Richter and Yulia Mahr‘s Oxfordshire recording studio and multi-arts production facility Studio Richter Mahr.
U.K.-based Logan Media Entertainment teamed up with BMG to create a new record label, Tag8 Music, that will “specialize in the growing market for resurgent established artists,” according to a LinkedIn post by Logan Media. The label will launch with a roster including Blue, Pixie Lott, Roachford and a cast album of The Drifters Girl musical featuring Beverley Knight.
Naxos Music Group signed an extensive partnership with Downtown-owned FUGA. Under the deal, Naxos will have access to FUGA’s full suite of services including digital distribution, marketing services, royalty accounting and use of FUGA’s trends and analytics platform for Naxos and associated labels.
Los Angeles-based queer singer-songwriter Olive Klug (they/them) signed with Nettwerk, which will release their single “Out of Line” on Nov. 18.
European music royalty investing marketplace ANote Music partnered with Revelator, which provides digital IP infrastructure to music rights holders and music companies, for an arrangement that will allow Revelator clients to list their shares of tracks in their catalogs on ANote. The two companies will also collaborate on integrating Revelator’s technology, data management, predictive models and payment systems into ANote.
Symphonic partnered with music company Ropeadope for exclusive global distribution and marketing. Under the deal, Symphonic will provide digital and physical distribution and playlist pitching for Ropeadope’s full back catalog and key new releases. The partnership will encompass forthcoming releases by The Headhunters, Sarah Elizabeth Charles and Mthunzi Mvubu.
North Dakota pop-punk band Brooklane signed to Los Angeles-based Adventure Cat Records, an indie label from the artist management team at KMGMT. The band has new music in the works with producers Andrew Wade and Steve Knight. They are managed by David Pinder and Desanka Ilic at Cold Coffee Entertainment.
Vancouver-based artist management company Macklam Feldman Management signed on to represent acoustic folk-pop trio Tiny Habits, comprised of Maya Rae, Cinya Khan and Judah Mayowa.
BET president and CEO Scott Mills is adding to his portfolio at Paramount Global.
In the latest piece of reorganization at the conglomerate, VH1 will move under Mills’ BET Media Group. The cable outlet was previously part of the Chris McCarthy-led Paramount Media Networks, along with Paramount Network, MTV, Comedy Central, CMT and others.
Paramount CEO Bob Bakish wrote in a memo to staff Wednesday (see it in full here) that the move will allow for better alignment of priorities and make VH1 “best positioned for future success as a key part of the powerful BET ecosystem.” VH1 is the second most popular entertainment cable outlet among Black viewers, behind only BET.
It also lightens the load for McCarthy, a Bakish favorite who will add premium cabler Showtime to his purview following David Nevins’ departure at the end of the year. MTV Entertainment Studios, headed by McCarthy and Nina L. Diaz, will continue to produce a number of VH1 series, including the Love & Hip Hop franchise, RuPaul’s Drag Race and Black Ink Crew.
The VH1 move also separates it from MTV in Paramount’s structure, ending almost four decades of close association between the two networks. The cable network started in 1985 as a music-video channel targeting a somewhat older audience than the youth-driven MTV. It eventually branched into original programming with shows like Behind the Music, I Love the … and a host of “celebreality” shows like Rock of Love and The Surreal Life. And, like MTV, it has mostly left its music roots behind.
As has been the case across the cable universe, VH1’s on-air audience has declined in recent years as increasing numbers of TV consumers opt out of cable subscriptions. Within that smaller ecosystem, however, it still ranks in the upper third of cable networks in the key ad demographic of adults 18-49.
VH1 will join a BET Media Group that also includes the namesake cable channel, streaming platform BET+, BET Her, BET Studios and BET Digital. “Scott and his team continue to drive the evolution and growth of BET by building an interconnected set of leading platforms — linear, streaming, digital and studios — centered around the Black community, Black culture and content,” Bakish wrote.
Read Bakish’s full memo.
Following Adidas’ highly publicized split from Kanye “Ye” West last month after he espoused antisemitic sentiments on a multi-stop media tour, the sportswear company has plans to do what many predicted might happen: rebrand Yeezy products in order to continue selling them without Ye.
On a quarterly earnings call this morning (Nov. 9), according to Insider, Adidas shared that it intends to release more Yeezys without the artist, who began his business partnership with the company in 2013. Adidas CFO Harm Ohlmeyer confirmed what the company’s public statement, released in late October, said: “Adidas is the sole owner of all design rights registered to existing product. We intend to make use of these rights as early as 2023.”
Following Adidas’ highly publicized split from Kanye “Ye” West last month after he espoused antisemitic sentiments on a multi-stop media tour, the sportswear company has plans to do what many predicted might happen: rebrand Yeezy products in order to continue selling them without Ye.
On a quarterly earnings call this morning, according to Insider, Adidas shared that it intends to release more Yeezys without the artist, who began his business partnership with the company in 2013. Adidas CFO Harm Ohlmeyer confirmed what the company’s public statement, released in late October, said: “Adidas is the sole owner of all design rights registered to existing product. We intend to make use of these rights as early as 2023.”
In announcing their split from Ye last month, the company explained, “Adidas does not tolerate antisemitism and any other sort of hate speech. Ye’s recent comments and actions have been unacceptable, hateful and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect and fairness.”
This article originally appeared on The Hollywood Reporter.
A Los Angeles judge on Wednesday (Nov. 9) tossed out a lawsuit accusing Phoebe Bridgers of defaming producer Chris Nelson with a social media post echoing accusations of abuse made against him by another woman.
The judge cited California’s so-called anti-SLAPP law, which empowers courts to quickly dismiss lawsuits that might silence free speech. The star’s lawyers had argued that Nelson was just using the lawsuit to “chill Ms. Bridgers’ allegations of abusive conduct, which are protected by the First Amendment.”
The decision, issued by Judge Curtis A. Kin of the Los Angeles Superior Court, did not come with a written ruling explaining the judge’s rationale. An attorney for Nelson did not immediately return a request for comment.
In a statement to Billboard, a rep for Bridgers said: “We feel vindicated that the court recognized this lawsuit as frivolous and without merit. It was not grounded in law, or facts, but was filed with the sole intention of causing harm to our client’s reputation and career. This victory is important not just for our client but for all those she was seeking to protect by using her platform.”
Nelson sued Bridgers last year, claiming she had defamed him by posting false information to social media as part of a “vendetta to destroy plaintiff’s reputation.”
He pointed to a series of October 2020 Instagram posts, in which the singer said she had “witnessed and can personally verify much of the abuse (grooming, stealing, violence) perpetuated by Chris Nelson.” She also directed her followers to a separate thread from friend Emily Bannon, which contained more extensive allegations against Nelson.
Bridgers quickly moved to end the case, with her lawyers arguing that Nelson was trying to silence her allegations by dragging her through messy litigation: “It is clear that Mr. Nelson voluntarily and intentionally published his ‘amended’ complaint to the media before it was even filed in a transparent attempt to embarrass Ms. Bridgers and to get attention for his dispute with her.”
Faced with that motion, Nelson demanded the right to depose her — saying it was the only way he could prove that his allegation was valid. He said denying him that chance would violate his right to due process. A judge eventually agreed with him, ordering Bridgers to sit for questioning.
Karol G‘s $Trip Love tour has grossed $69.9 million and sold 410,000 tickets across 32 shows in North America (through the end of October), according to numbers reported to Billboard Boxscore. With those figures, the Colombian star has now earned the highest U.S.-grossing tour by a female Latin act.
With $Trip Love, the “Provenza” singer surpasses Jennifer Lopez‘s $50 million grossing It’s My Party World Tour in 2019. Meanwhile, Shakira grossed $28.2 million in 2018 with her El Dorado World Tour. This year, Rosalía’s Motomami world tour has grossed $28.1 million through the end of October.
The AEG-produced $Trip Love stint, which kicked off Sept. 6 at Chicago’s Allstate Arena and wrapped up Oct. 29 at Vancouver’s Rogers Arena, followed Karol’s Bichota Tour in 2021 — her first-ever headlining trek in the U.S. — which grossed $13.4 million and sold 192,000 tickets across 26 shows in North America.
Compared to her last tour, this one boasted a larger production scale. There was a heart-shaped stage, jumbo screens with a heart border, and a floating turquoise Ferrari that, when she rode it to sing “El Makinon,” brought her closer to her fans. On stage, Karol was joined by eight female dancers, four male dancers, two exotic dancers and, of course, her all-girl band.
After wrapping up the tour in North America, Karol G took to social media to write: “Thank you God for the conviction you have given me. Thank you to all the people that worked with me day and night to make this dream possible and to the artists who shared the stage with me during the tour. You made the show shine even more with your presence. We enjoyed this tour like we were little kids, but worked like machines. This is for my home, Colombia.”
Karol G, who is dropping a new song on Sunday (Nov. 13), is currently working on her forthcoming album, which will follow her chart-topping, Grammy-nominated 2021 set KG0516. The album scored Karol her first-ever No. 1 album on Billboard‘s Top Latin Albums chart.
Karol G is also slated to headline the 16th annual Calibash, taking place Jan. 21-22 at Crypto.com Arena in Los Angeles. She joins a previously billed group of headliners that includes Ozuna, Myke Towers and Farruko.
Roblox is the most active platform for music in the metaverse, showcasing interactive and immersive virtual performances from artists ranging from Lil Nas X and Zara Larsson to KSI, 24KGoldn and Charli XCX. Given the current success, it is hard to believe that just three years ago, when I started working with Roblox, there was little awareness of the creative and commercial potential for artists in the metaverse. In fact, other than a few execs who knew their kids were on there playing and asking for some Robux, most music industry stakeholders hadn’t heard of Roblox at all.
When they heard the platform had over 100 million users, they were excited by the size of the audience. Roblox was also appealing as — compared to other major consumer platforms with anywhere near the same reach — it was and still is less crowded and free from traditional interruptive advertising. And yet, a few mavericks like Scott Cohen from Warner Music aside, none had yet thought about Roblox from an artist marketing or monetization perspective.
From those initial conversations in 2019, fast forward to 2022 and many artists from different genres have been able to express themselves in new, creative ways by building fun, immersive virtual concerts that have generated tens of millions of net new revenue for all parties. Major music brands like Spotify and consumer brands like Samsung and Deutsche Telekom have now also created their own persistent music worlds.
How did we get here? What are the long-term implications for the music industry? How will fans continue to deepen their engagement with their favorite artists?
How Lil Nas X Became a Lighthouse
Any time there is a new medium like the internet, then mobile, social and now the metaverse, the Music Industry initially treads lightly. Understandably so, as the whole industry is primarily based on the exploitation of rights, which are inherently complicated. So even when interest in metaverse experiences picked up speed, there were still roadblocks to overcome.
Even with the help and expertise of first movers at Sony and Adam Leber from REBEL management in launching the Lil Nas X virtual concert, it’s always hard doing things that haven’t been done before. In particular, new virtual deal structures for the industry to adopt needed to be created from scratch. There was also no “metaverse production studio” to tap to produce the virtual concert. So, with the help of Rafael Brown and Duane Stinnett, we basically had to spin up an entirely new production entity on the fly in order to get the experience built, working with many Roblox colleagues led by Morgan Tucker (now head of product), and Philippe Clavel (senior director of engineering), who managed the platform’s internal social experiences group.
The concert was a creative, technological, and commercial success that reached nearly 40 million people, but there were many points along the way where we weren’t sure we were going to land the plane: It really took a village to make it happen. It was worth the risk, as the Lil Nas X concert began to act as a lighthouse for the other labels and artists to follow. Now, music events have reached, delighted and engaged well over 100 million global fans on Roblox.
Creating Scale and Choice
Since the days of those early Roblox experiences, more and more platforms have emerged that only serve to give the music industry more choice when they want to activate music experiences and reach their fans in the metaverse. If Lil Nas X was a lighthouse, his beacon soon hit a prism that brought to light new formats. From launch parties with video driven performances to listening parties, with artists like Poppy, which were activated in existing Roblox experiences, the richness and diversity of musical experiences exploded.
The scale of the opportunity created a whole new market for metaverse studios to partner with labels, artists and brands to keep pushing the limits of creativity for these metaverse experiences. The process is now there to maintain the end quality but reduce time to market and cost of production. All parts of the music industry are now focused on innovating old ways of doing things to capitalise on the opportunities presented by the metaverse and Web3. Dubit, for example, created metaverse awards show parties for the BRITs and Grammys this year on Roblox, which were the first of their kind in the metaverse. Then, perhaps most notably, the MTV VMAs announced the inaugural best metaverse performance award, bringing virtual concerts into mainstream pop culture. Nominees included Charli XCX for her Samsung Roblox gig, Twenty One Pilots, and K-pop stars BTS for their performance in Minecraft, with BLACKPINK winning for their performance in PUBG.
Collectively, we as an industry are all building a better platform for artists to express themselves and connect with their fans, unlocking new creative and commercial opportunities that will significantly grow the overall business in the next three to five years.
Authenticity, Interactivity and Value for Players
What does all this mean for users? I mentioned earlier that metaverse platforms are relatively free of traditional interruptive advertising that has plagued mobile games, web-based content, and linear television. Will we be able to say the same after the next five years of growth? I’m optimistic. Top of mind with all activations and experiences should be authenticity to the nature of the platform; and providing interactive fun and value to players. The Logitech activation with Lizzo and Gayle was a great example of branded entertainment done right. The experience was super fun for players, featured top artists and was also able to meet the brand’s marketing objectives with close to 7 million people attending the event and engaging with Logitech products like flying “Logitech mouse” cars.
Moving forward there is going to have to be continued focus on ensuring that experiences really need to exist and are not just done to check off a metaverse activation to-do list for a brand or media company. As more professional brands and ad agencies start getting involved in metaverse projects and the builder economy around them grows, I expect the level of creativity to go up. There will also be a lot of discussion about whether an artist or brand needs a persistent experience or whether they should just build an ephemeral experience that coincides with their campaign windows. Generally, I think it will be more of the latter once the market matures.
The more we can all focus our time and energy on building a sustainable ecosystem for artists, platforms, developer studios and builders, brands, labels and publishers that provides values for all parties the more likely that the market will be able to grow and reach its full creative and commercial potential.
Exploring Web3 Connections
The metaverse represents a new platform shift that started with web to mobile and then mobile to social. The brands and media companies are paying attention to where their customers are spending time. Over the coming years, billions of dollars will move to the metaverse which is a more interactive, more immersive platform where hundreds of millions of young people are spending hours of each day hanging out and playing with their friends.
In the medium term, the size of platforms like Roblox, Fortnite, Minecraft and Meta will be hugely appealing to the music industry. As they evolve and all parties continue to creatively collaborate, the music industry will need to see not only marketing exposure from metaverse platforms but also get access to their fans and see new, repeatable revenue streams that justify their focus and investment. Many brands and artists are also already looking towards Web3 — the next iteration of the internet built on blockchain technology.
Whether it’s exploring the possibility of selling tracks as NFTs with perpetual royalties, NFT powered artist fan clubs, new streaming services that can be owned by users and artists directly, or blockchain powered contracts; Web3 offers the potential to bring major innovation to an industry that hasn’t materially changed since the birth of digital music some 20 years ago. It will hopefully create a more equitable market for artists to earn a living by directly connecting with their fans. For example, a universal blockchain wallet would be an incredibly powerful way for brands and artists to connect with their most loyal fans directly by adding value to their lives with exclusive digital rewards. Concert goers will be able to get rewarded for attending events by getting collectable NFTs that could in turn unlock virtual after party events in metaspaces powered by platforms like Vatom. We are at the very beginning of the birth of one of the most exciting and transformative marketing eras since the birth of the Internet.
Where Next?
Three years on from Lil Nas X, we are still at the beginning of building the future of music in the metaverse, and there is still massive upside ahead. For it to keep growing and realise its full market potential, platforms will need to help their music partners protect their IP, market directly to their fans, easily create compelling multimedia experiences, create sustainable new revenue streams, and have their experiences discovered by the right users.
Even more importantly, anyone building a music experience in the metaverse needs to ensure that their primary focus is always on delighting the fans. Music in the metaverse represents a fundamental shift in the way fans engage with music. Music is becoming a far more interactive, immersive and hyper social experience that also allows the fan to participate in the creative process along with their favorite artists. If a music experience isn’t authentic, fun, immersive and social, it doesn’t belong in the metaverse.
Jon Vlassopulos is an advisory board member at Dubit and the chief executive officer at Napster.
YouTube announced that it now has more than 80 million Music and Premium subscribers around the world (counting users in trials). That represents a jump of 30 million users from 2021.
In a blog post, Global Head of Music Lyor Cohen called passing the 80-million threshold “a monumental moment for music on YouTube.” He added, “Hopefully, these milestones demonstrate our commitment to becoming the #1 contributor of revenue to the music industry.”
In a statement, Lucian Grainge, chairman and CEO of Universal Music Group, praised YouTube for “creating a compelling and unique music service that is rapidly growing its base of subscribers and contributing significantly to the vibrancy of the music ecosystem.”
“YouTube has demonstrated their commitment to partnership with the music industry and growing revenue for all artists and rightsholders alike,” added Jeremy Sirota, CEO of Merlin.
YouTube’s latest level-up follows the company’s September announcement that it had paid out $6 billion to the music industry in the 12 months between June 2021 and June 2022. That amount represented a hefty 50% increase relative to the previous sum YouTube reported in June 2020: $4 billion over a 12-month period. (In 2020, the company reported that it had 30 million subscribers.)
Cohen has set lofty goals for YouTube: “We want our twin engine of ads and subscriptions to be the #1 contributor of revenue to the industry by 2025,” he declared in September. That won’t be easy; Spotify’s Loud & Clear report said the company paid $7 billion in royalties to the music industry in 2021. That was a 40% jump from the $5 billion the service said it paid out in 2020.
Among other major streaming services, Apple Music reported 60 million global subscribers back in 2019, while Amazon Music reported 55 million subscribers worldwide in 2020 (neither company has updated those numbers since). Elsewhere, the much-smaller Deezer boasts 9.4 million global subscribers as of its Q3 2022 earnings report, while paid subscribers to the diminishing Pandora service were 6.3 million, according to parent company SiriusXM’s Q3 earnings report released Nov. 1.
In his blog post, Cohen seemed cheerful about his company’s ability to leapfrog its competitors, ending the short note with McFadden & Whitehead‘s ode to persistence, “Ain’t No Stoppin’ Us Now.”