DIGITAL CONTENT CURATION ISN'T ENOUGH TO SUPPORT LONG TERM INVESTMENT FROM AUDIENCES

Somewhere in the near future, future explorers will look back at CD's and tape recorders as items that belongs in the smithsonian, your future children will watch you pull out your favorite cd from a box and, remind you that you're old, triggering the constant reminder of your fresh grey hairs, your favorite memories of experiencing new music at Best Buy, FYE and circuit city, the anticipation of receiving the prize possession of that new music tuesday, wiped out by one consumer telecommunications device..................... okay a little dramatic but not really.

While consuming music was once an investment on one’s time and money, the lather factor has seemingly been eradicated due to the lack of psychical album consumption.

you want someone because they’re great. Because… look at Twitter right now. If something happens [to the platform], you want to be able to have a great artist no matter what the situation is. Not necessarily because they’re great on one platform - Ron Perry - Columbia Records https://www.billboard.com/pro/columbia-records-ron-perry-jen-mallory-artists-grammys-interview/

Since then consuming music has become an investment on the consumers time, not necessarily their time AND money. Any great business investor will remind you, people only value that which they invest in, so while your digital content may be interesting, paying for promotion base campaigns on Instagram isn’t enough to keep target or branded audiences actually invested in you as the brand or product. Collectively we’re in the days of “mindless scrolling and endless consumption”, everyone’s invested until they’re not.

Since the emergence of digital content platforms in the later 2010’s, there seems to be a disconnect in the way consumers are experiencing their favorite artist and investing in them as an actual product. While emerging platforms allow for a deeper discovery into publishing and renaissance of undercover sleeper hits, the question remains how does It influence the connectivity between artist and audiences ?

Music of itself is no longer a audible or valuable find unless one finds that diamond in the ruff artist, song, niche, see Doja Cat, the success of Lil Nas X - Old Town Road, curations that explores a different facet of music expression than experienced before, as the overflow of creation continues to flow, there seems to be so little time to actual consume It.

While curating digital content for Tiktok, Instagram, Twitter and it’s other core competitors be mindful of the way you as an artist are curating an actual audience. Do you pose questions for interaction ? Is your engagement drawing people in to create conversation ? Can your engagement translate to IRL activity and in action, in brand connectivity. How does your engagement create personal stories that allow for maximum connectivity amongst brands.

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