By John Maxwell Hobbs, CEO, Streamline Media
Over the past year, I’ve attended a number of music panels focussed on everything from the impact of AI to the challenges of having a career in the music business for people from under-supported demographics. They all covered important topics, and the panellists were incredibly accomplished and offered valuable insights. However, there were no musicians, songwriters, producers, or engineers on any of the panels I attended. This raises critical concerns about the direction of the music industry and the voices that are being prioritized in its evolution.
The music technology industry is driving changes that are reshaping how we create, distribute, and consume music. As exciting as these developments are, we must ask ourselves: where are the voices of those who create the very music that fuels this industry? Musicians, songwriters, and producers are the lifeblood of the music world, and their perspectives are not just valuable—they are essential. Without their input, we risk developing technologies that may be powerful but ultimately disconnected from the needs and realities of the people who will use them.
Musicians are not just end-users; they are the primary drivers of innovation. Their insights can help guide the development of tools that are not only cutting-edge but also deeply connected to the art and craft of making music. This is not theoretical – 40 years ago, two musicians began work on a computer-based MIDI sequencer that ultimately developed into Cubase, which revolutionised music production and established the working practices used by most creators today. Let me state that again: Cubase was created by two MUSICIANS. And their company still exists today.
The exclusion of music creators can lead to failure. An AI tool designed to assist in songwriting might be technically impressive, but if it does not align with the creative process of musicians, it will likely fail to gain traction. Similarly, platforms that claim to democratize music production may overlook the barriers that musicians from underrepresented communities face, simply because those voices were not at the table during development. The result is a suite of tools that may be innovative but ultimately fail to serve the diverse needs of the music community.
Even businesses that view music as simply raw material they use to do ‘interesting things’ need a constant supply of high-quality raw materials. It is imperative that the work of musicians be taken seriously and supported, otherwise we risk that the stream of great new music dries up, and instead of a music world teeming with creative life, we end up with the equivalent of the Aral sea – the third largest lake in the world turned into a desert in only 40 years, all in the name of industry.
The music tech industry must take a more inclusive approach, actively seeking out and incorporating the voices of music creators in its development process. This means not only inviting musicians, songwriters, producers, and engineers to the table but also ensuring that their contributions are valued and acted upon. Discussions about the future of music should be as diverse as music itself.