From algorithm to authenticity: why human connection is key for artists in the new music paradigm

By Linn Westerberg

The music industry is constantly shifting, sometimes making quick, dramatic jumps, and sometimes evolving quietly over years. 

Right now, music is experiencing both rapid change – through technological development and the rise of AI – and a slower, cultural shift – driven by the creator economy’s transformation of consumption and distribution.

There’s understandable uncertainty, but the glass is half-full, not half-empty. There are huge opportunities for artists to thrive in this newly emerging music paradigm.

The key to this is human connection. 

Artists who continue to prioritize connection will be able to forge strategic partnerships, harness the power of a diversifying creator economy, and tap into the potential of artist-friendly AI to empower them in new ways.

Strategic partnerships: doubling down on human connection

The world has become incredibly automated, but establishing emotional connection is a fundamental human need that I believe will become even more important. Artists can stand out by continuing to connect with people – across platforms, brands, creators, peers, and more – to forge strategic, human-centric partnerships. It’s all about maximizing your reach, your opportunities, and your authentic artist story to thrive in the industry.

• Meet the platforms: Direct connection between artists and platforms fosters understanding, recognition, and better release strategies. It’s why Epidemic Sound facilitates masterclasses with many of the major streaming platforms so artists can build relationships and learn how to be successful there.
• Build brand relationships: We’re going to see an increase in major brands wanting to connect directly with artists and labels. This tighter integration will be mutually beneficial, providing artists with high-impact marketing opportunities and brands with authentic music to ensure their campaign's success. Artists should lean into this whenever they can.
• Commit to your authentic artistry: In an AI-powered world, the demand for authentic, human-made music will increase. Stay true to your artistry – it will help create emotional connection with listeners, brands, platforms, content creators, viewers, and new audiences. It’s one of the reasons Epidemic Sound launched Studio, using AI to connect content creator needs with authentic, human-made music.

The creator economy: the engine for reach, discovery, and participation

Content creation is the new cultural apex. Over 200 million people globally call themselves creators; over 1 billion hours of YouTube content is streamed on TVs daily; brands post content over 50 times a week across social platforms; and the creator economy is expected to be worth $480 billion by 2027. 

Human connection is powered by culture; culture needs music; and culture often starts online. Artists can thrive by connecting with content creators and viewers, exploring how to go beyond the viral spike, and by being open to new types of fandom as the creator economy increasingly shifts into a participation sport.   

• Engage with the creator economy: The creator economy is a continuously growing powerhouse for music. It's a central part of the artist discovery engine, connecting massive global audiences to you and your music through soundtracking and sync on creator platforms.
• Explore how to go beyond the spike: While many can translate viral video reach into sustained commercial success, this isn’t a given and doesn’t always happen organically. To maximize this spillover to streams, followings, fandom, and remuneration, artists should engage actively with online audiences to nurture their followings at these key moments.
• Embrace creator participation: The next generation of music fans view music as a participation sport, engaging by adding their own spin and setting it to their story – a modern fandom that reminds me of the Myspace cover. Artists who embrace and encourage this behavior, alongside the AI-powered adaptive tools that enable it, will unlock new opportunities to distribute their music and thrive.

Artist-friendly AI: enabling efficiency and diversification, while rewarding creativity

AI has taken the world by storm in the last few years. While it certainly feels like a storm at times in the music world, AI done right offers a powerful new way for artists to efficiently access and use insights, supercharge and diversify distribution, and ultimately expand how they can earn from the craft. 

• Use AI for insight: AI needs to be doing the tedious tasks. It should be helping to streamline complex distribution processes, metadata tagging and performance analysis. It should free up your time for your artistry and partnerships, while also giving you quick insights to refine your creation and distribution strategies and optimize for human connection.
• Explore new use cases: New AI workflows are expanding the ways music can be used – like Epidemic Sound's Adapt tool which enables creators to customize original tracks to better fit their content. These features offer opportunities for artists to increase distribution, discovery, and reach, while inviting fans and listeners closer to their artistry.
• Expand income streams: In the new music paradigm, I’m confident AI will supercharge artist distribution, fueling discovery, fandom, remuneration, and success. But artists also deserve, and should expect, direct compensation here. It’s why Epidemic Sound launched a new Adaptive Soundtrack Bonus pool when we launched AI-powered music adaptation. AI should empower human creativity, not replace it, and Adapt was a key opportunity to expand the ways our artists could earn from their craft.

The music industry is evolving fast, but for artists, the path to stability and growth remains rooted in human connection. This means building relationships with platforms and people, engaging and moving content creators, viewers, and listeners through music, and embracing artist-friendly AI. Human connection is vital for artists to thrive in this new music paradigm, allowing them to focus on their authentic artistry and career.