Slush gathered total of 1,700 startups in 2015. This year won’t be any different – except the number went up to 2,200 and now Slush has it’s own music industry vertical, Slush Music! Next week Slush and Slush Music will be packed with enthusiastic startup entrepreneurs from all over the world. Some of the startups attending Slush Music shared their thoughts on how technology has changed the music industry and what have been the key elements for their own success.
Johan Lagerlöf, CEO and one of the Founders of X5 Music Group, states that “for everybody with creative music ideas that they want the world to hear, technology is essential.” X5 Music Group was founded to be new, innovative, digital-only music label that combines music pieces into customized digital products for a global music market and increases their value by doing this. From the beginning, X5 Music Group has worked only in digital; “Music consumption is almost only about technology. The whole chain between the performer and the listener is pure data,” Lagerlöf points out.
Lagerlöf tells that X5 Music Group’s success is based on true understanding of how the industry works. Every party should be taken into account. “We love music and we understand that you cannot forget the creator or owner of the music in your own formula. You need to make them happy to succeed yourself. A love for music and a love for technology has been our driving force,” Lagerlöf continues.
Johan Lagerlöf will be joining Slush Music on November 30 and dive deeper into the startup world of music in his speech “Running a music startup and doing a successful exit”.
Sigurdur Arnason, Founder of music-driven MMO game Drexler, thinks the music industry is the only entertainment phenomenon that hasn’t adapted fast enough to the increasing amount of technology used. Arnason states that some people are still under the impression that sound alone is a viable product. The Drexler team thinks differently and has challenged this mindset by starting the creative destruction of music.
“Every time an artist releases a song I always feel like going to a museum looking at an old typewriter, aesthetically pleasing but completely outdated,” Arnason says.
“Music stands the end of an era now, and if something is threatening it, it’s us.”
Arnason states, that the base for success is a groundbreaking idea. That alone won’t lead to success, however. “I hear groundbreaking ideas several times a day, but ideas are worthless in themselves. You need to execute them. If you don’t have execution, you have hallucination,” he continues.
Sigurdur Arnason will be sharing more of his ideas in talk “Music needs me” at Slush Music on November 30.
Soundtrack Your Brand aims to change how brands and businesses use digitally distributed music on a global scale. Studies show that the right music at a right time can boost store sales – and this is what Soundtrack Your Brand has started to pay attention to and develop. “We at Soundtrack Your Brand are both the DJ and the sound-system. First, we do a real time, streaming system and then decide what the best music is in order to make customers stay longer, shop more and make staff happier,” Andreas Liffgarden, Co-Founder of Soundtrack Your Brand, explains.
Liffgarden sees technology as a big driver for the music industry.
“I think the industry at large is better than ever. It has never been easier to compose, record, distribute, perform live, consume, share and monetise music than today.”
Technology will continue to change and transform the form of music, but the base for the evolution will be music itself.
“Most technical distribution formats never lasted more than 10-20 years, while music itself is as old as the humankind,” Liffgarden points out.
Although technology brings totally new dimensions and possibilities to the industry, Liffgarden notes that the key driver to Soundtrack Your Brand’s success is much more primal in nature.
“Our success is based on having the best product in the market. Product is built from code and code is done by people. So the key to our success is people, always.”
Ola Sars, CEO and Co-Founder of Soundtrack Your Brand and Andreas Liffgarden, Co-Founder will join us at Slush Music with the talk “Making it as a tech startup in the music world?”
In 2013 Michele Benincasco, Founder and CEO of MIND Music Labs, noticed that even though technology was changing many industries at a fast pace and musicians’ needs were constantly evolving, guitars and most music instruments were stuck in the 1960s. This sparked the idea of MIND Music Labs and desire to build instruments like SENSUS SmartGuitar that satisfy the needs of contemporary musicians.
Music startups typically target very specific kind of users: music makers or music lovers. “These groups have very specific needs and a special relation with technology, which sometimes are hard to understand for journalists, investors and entrepreneurs that are more familiar with fields like tech, health or finance,” Benincasco explains.
“This is why events like Slush Music are especially important: to help bridge the gaps between art, technology and business.”
Benincasco believes that the key to the success of SENSUS SmartGuitar is that it has drawn attention to the needs of real musicians. “It’s not a ‘new’ musical instrument but the next step in the evolution of one of the oldest instruments in the world. This is what makes musicians excited about it,” Benincasco explains.
Benincasco points out that the latest developments in micro-controllers, VR, augmented reality, mobile devices and internet networks compose an ideal environment for big evolutions in the way music is created, broadcasted and consumed.
“This is an evolution MIND Music Labs and its ecosystem of smart musical instruments are definitely a part of.”
Michele Benincaso will be joining Slush Music to open up more the world of smart musical instruments in his talk “The Future of Creating Music: SENSUS Guitar”. It will also be the first time ever that MIND Music Labs’s SENSUS SmartGuitar rocks the stage!
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