It has been some time since I wrote about the developments in music. A Bloomberg article on AI caught my attention.
Technology plays a significant role in shaping how people engage with music. In earlier times, people discovered new songs through radio, followed by television, the internet, and now, thanks to social media platforms like TikTok’s FYP (For You Page).
The evolution of music consumption patterns can be attributed to the efforts of music directors who initially curated songs for widespread broadcasting on radio or television. Then in the internet era, they are known as music curators who are tasked with curating songs for inclusion in playlists centered around specific themes.
However, with the advancement of AI providing personalized music recommendations, the role of the music curator seems to be diminishing. According to a recent Bloomberg article, being featured in a playlist curated by a curator or tastemaker is no longer a guarantee that your song to achieve success. In today’s landscape, your song must put in extra effort to be included in algorithmic recommendations for the potential to go viral, or what my generation called a hit.
It’s not surprising that numerous record labels are shifting their approach from promoting their music to tastemakers and playlist curators to seeking recommendations from social media influencers. This strategy is undertaken with the expectation of receiving a significant boost to propel their songs into the algorithmic threshold for recommendations.
I grew up with music recommended by music directors, developing my musical taste and network. I then made a living as a music curator for over ten years in multiple multinational companies, serving the Southeast Asian market. I am grateful to have the honor of sharing my mixtapes with the world and receiving positive appreciation for the playlists I’ve created. What a time to be alive!
I also enjoy music recommended by algorithms, which broadens my palate and serves a certain purpose. I’ve been using Endel for years to accompany my relaxation and reading time. Their AI-generated music provides soundscapes when I need something non-disruptive in the background, without lyrics.
While there is no single formula for achieving success with a song, we must embrace current trends. People will always consume music, recognizing good music for what it is, and keep listening to it, regardless of where they get the recommendations.