Hip-Hop Innovation and Influence

This newsletter is a collection thoughts from one of the Co-Founders of Happy Monday - inspired by music, technology, and Hip-Hop. In this newsletter, we take a look at a few technologies Hip-Hop will most likely help popularize in the next few years. 

History of Hip-Hop and Tech:

Hip-hop's relationship with technology has never been about riding the wave; it's about creating it. Think back to how Soulja Boy turned YouTube into his launchpad, or Lil Wayne and DJ Drama’s mixtapes redefined Datpiff, and let's not forget how DJ Khaled became the biggest creator on Snapchat. These artists didn't just use platforms; they became the face of these platforms. Hip-Hop has been lucrative for the tech industry, so these are some trends to look out for as we enter into a new era of music and technology.

Goldman Sachs predicts new music revenue models to hit a crescendo of $15 billion. It's not just about streaming anymore; it's about the next-gen platforms that are currently being built around what many believe to be the most important technology since electricity.

Technology #1: Artificial Intelligence

Even though there are several threats to AI lowering the barrier to entry where anyone can create music, there is also a huge opportunity for platforms to leverage this new tech in collaboration with real artists to create a new experience for fans. As music fans and super-fans become music creators, artist should be using AI in a way that encourages them to collaborate with their music releases. From remixes or song creation, to artwork generation or custom chatbots, there is a ton of opportunity in this space.

However, AI's rise in music is a double-edged sword. On one hand, it presents an unprecedented opportunity for innovation, on the flip side, we're faced with ethical issues. Such as the case of Ghostwriter, whose AI-generated track "Heart on My Sleeve" sparked a debate around the use of AI to mimic artists' voices without consent. This situation highlights the pressing need for clear guidelines and fair compensation models as AI continues to blur the lines between creation and imitation. I’ll be paying attention to the laws around copyright and what companies build AI products that protect the artists IP. We saw what happened to Pirate Bay, Limewire, Napster, etc.

Technology #2: AR, VR, and MR

XR – the trio of AR, VR, and MR – is the tech that's set to revolutionize the concert scene. It's about giving fans a front-row experience from anywhere in the world. We’ve already seen companies like Live Nation and Snapchat provide an AR experience, or Epic Games and Fortnite. But I think we’ve barely scratched the surface. This is an area I’m really excited about, where fans can experience shows, performance, music videos, etc. from the comfort of their home. I like to imagine an Anyma meets Tupac hologram show from your living room.

Technology #3: Live Streaming & Gaming

Live streaming and gaming have opened new avenues for artists to perform, engage, and monetize. Building a community outside of music is so important today, and will only be even more important the next few years. I look at artists like Tee Grizzley as a prime example of not only how you can build a community by online gaming, but even earn as much as $200,000 per month! It's a new world where the digital stage can provide as much opportunity as the physical, and where gaming meets music.

Side note: the metaverse and the new Grand Theft Auto sounds really interesting with the tech they are integrating into games. I personally will be looking into how to integrate music products into these worlds.

Technology #4: Hardware

Even though we’re moving towards a more digital and online landscape, I’m not sleeping on hardware. Remember the iPod? It came right around the boom of streaming and amplified how we could access music forever. I think we could see the next “iPod” or music hardware come at a time when we are so focused on technologies like AI, AR, and VR. A few years ago we saw Kanye West sell $1M+ hardware devices in 24 hours.

Companies like Spatial Labs and Teenage Engineering I’m really big fans of and think will play a big role in the hardware space. Especially when we’re already seeing how hardware can blend the worlds of reality with products like Hunane’s AI pin or even Apple Vision Pro. Hardware and music devices are making production and consumption more accessible than ever, and already today we’re seeing a glimpse into an exciting future.

Technology #5: Blockchain

We saw blockchain and NFT’s become popular a few years, however, the complexity of blockchain remained a barrier for widespread adoption among fans and industry players. One of my favorite videos of Steve Jobs was when he emphasized the importance of focusing on the customer benefits, instead of building products starting with the technology. I’m looking at blockchain companies that put the consumer first and have a low barrier to entry. Companies like Even are good examples of how you can use the blockchain to artists benefit, minus all the extras. Two areas I’m paying attention to in this space in regards to music is 1] simplified payments for artists and 2] authentication of content created by AI.

Bonus: Email

This is my wildcard - the newsletter. An old-school tech that holds a lot of potential with an ROI that makes paid ads look like pocket change. It's a direct line to the fans, a way to build a community that's all about the music and the message. Similar to live streaming, I think building a community where you can provide exclusive content, insights, or experience via email could be huge. There’s a ton of ways to get creative with e-mails, don't sleep on this one!

Conclusion

I think this is a really exciting time for music and technology. The next few years I think we’ll begin to see companies building a new music experience for fans and super fans, while also paving the way for new revenue streams for artist. I was listening to the Diary of a CEO podcast with Daniel Ek, the CEO of Spotify and something he said really stood out to me. When he was starting Spotify he talked about a better solution for music since “the music industry had gone to sh**.” I laughed, because it made me think, ironically, it sounds similar to where the music industry is today. With less than 1% of artist being able to afford to do music full-time, I think this new tech boom couldn’t have came at a better time.