By Katie Debrah, Award-Winning Founder of Halo and Echo, Former Global Lead at Google and YouTube Music
What If You Could Create a £5 Million Video in Minutes?
I’ll never forget watching Michael Jackson’s Scream video as a kid. It was a masterpiece—the most expensive music video ever made, costing over £5 million in today’s money.
It felt untouchable, a level of creativity reserved for global superstars with endless resources. But today, those same visuals—or something remarkably close—could be created by an AI expert in hours, even minutes. If not now, then definitely within the next 12–24 months.
This transformative moment represents something far more significant than just faster or cheaper content creation. For independent creators, small labels, boutique agencies, and startups, AI and social media are dismantling the traditional barriers that once kept them from competing at the highest levels. The tools and platforms emerging today are democratising creative production in ways that parallel—but far exceed—what we saw with the digital audio revolution of the 2000s.
But timing is crucial in any technological shift. Those who learn to harness these tools effectively now have an unprecedented opportunity to establish themselves while larger organisations are still navigating the complexities of AI implementation. Just as the early adopters of digital audio workstations and YouTube gained lasting advantages in the previous decade, today’s early innovators in AI and social media stand to gain significant ground that may be harder to capture later.
Why Small Players Have the Advantage
AI is already changing how we create. From generating images and videos to producing ads in minutes, the tools available now allow small teams to create content that rivals larger competitors. Combine that with platforms like TikTok, YouTube Shorts, and Instagram, and it’s never been easier—or faster—to connect with audiences at scale.
The opportunity lies in the speed and agility that smaller creators and businesses inherently have. While major companies are bogged down by internal red tape, compliance concerns, and lengthy decision-making processes, smaller players can adapt quickly and experiment with these tools.
However many small businesses and independent creators aren’t taking full advantage of these opportunities. Whether it’s due to a lack of awareness or fear of the unknown, failing to embrace these technologies now could mean missing the chance to reach audiences under 40—and losing out to competitors who are moving faster.
The Challenge of Oversaturation
Of course, with great opportunity comes new challenges. If you’re a creator, small label, or agency, you’ve likely felt the overwhelming pressure of oversaturation.
We saw it with MySpace. It started as a place for artists to build careers but quickly became overcrowded. Now, the noise on social media and streaming platforms has reached unprecedented levels. Millions of creators are fighting for attention, and AI is only adding to the volume.
Even if you were to create more content that would not be enough. The key is to create the right content, paired with a strategic approach that helps you stand out. Without that strategy, you risk becoming part of the noise rather than cutting through it.
How I’ve Seen Technology Transform Careers
I’ve lived through a technological revolution before. As a teenager living in a small village in South-West London, I didn’t have access to studios or industry connections. What I did have was an entry-level Dell laptop, a Fender Squire guitar from Argos, and YouTube tutorials.
At the time, digital audio workstations like Reason and Ableton Live were transforming music production. For the first time, people like me—without expensive equipment or formal training—could create professional-quality tracks.
I started uploading my music to platforms like MySpace and later YouTube, where I found an audience. Those late-night experiments eventually led me to work with global artists, lead major campaigns at Google and YouTube Music, and build a career that’s taken me around the world.
That’s why I launched Halo and Echo. After years of working with global artists and leading campaigns, I wanted to create something that empowers smaller teams to succeed.
Our first tool, HypeMuse, is built to help musicians and creative professionals cut through the noise. From streamlining your marketing workflows to identifying your most engaged fans, it’s designed to simplify the process so you can focus on creating.
We’re proud to be one of just eight AI companies selected by Music Technology UK and Digital Catapult to push innovation in the music industry. But this is just the beginning.
Key Takeaways
These technological shifts create three crucial opportunities for independent creators and small teams:
- AI tools are expanding rapidly beyond ChatGPT, each offering unique capabilities to help you stand out. Just as I found success by moving from MySpace to YouTube when others stayed put, the real advantage often lies in exploring different tools that align with your specific needs. While others follow the crowd, take time to discover tools that could give you a genuine edge.
- Success with AI isn’t about collecting tools—it’s about transforming your workflow. Take a step back and analyse where you’re getting stuck. Whether it’s churning out paid ads or making sense of audience data, map out your process first. Then use AI strategically to address these specific pain points. This targeted approach is far more valuable than having access to every new tool.
- Finally, your smaller size is actually your biggest advantage right now. While major companies like Coca-Cola spend months in meetings about AI implementation, you can move quickly and experiment with the same tools they’re using. Watch what these bigger players do, learn from their strategies, but leverage your ability to adapt and execute faster.
For more thought leadership, free consultations or to join our waitlist for HypeMuse, feel free to connect with me on LinkedIn. If you’re in London I’ll hopefully see you at H.O.M.E.