Where is music streaming heading? As Mark Mulligan points out in his blog post The music industry’s tipping point is Right Here, Right Now with the shift from an artist economy to a virtually infinite song economy, more music is being consumed and more users are being monetised, but the current situation is unsatisfactory for both artists and providers.
Through algorithms, individual users become part of a consumerscape that is characterised by fragmentation and passivity. New technologies (ao AI) create context-based playlists and generate individualised music (virtual artists) according to listening behaviour. This means that whoever controls the algorithm controls the listener…