Monday, May 15th

I looked at the timestamp on the parking pass for the Music City Center. The time was 9:59 AM. "Awesome," I thought. "I'm making great time." I quickly made my way over to the JW Marriott. As I walked towards the hotel, I couldn't help but search for the red lanyards in the crowd of people on the street. I wondered who was heading to the conference.

Feeling a knot in my stomach was expected. I always get nervous before an event. But this was a good nervousness. After all, these folks are my peers in this industry.

I made my way into the lobby and up the escalator. As I glanced at my agenda, I realized I had the wrong time written down for my first panel. I was actually running behind!

At the top of the escalator, I stopped the first person I saw to ask for directions to the Griffin conference space. While I may have missed the first fifteen minutes, I still caught plenty of important information from the #NEXTGEN_NOW speakers.

10:00A - How To Breakthrough to Digital Services & Tech Platforms in 2023

During the first session moderated by Angela Abbott, Maria Gironas (Cool Sh*t Cool People), Chissy Nkemere (Spotify), and Matt Maysonet (EMPIRE) collectively stressed the importance of focusing on platforms where artists excel, rather than trying to know everything about every aspect of the industry. The consensus was that it's counterproductive to pester partners about the same release repeatedly. Additionally, "No response is a response." Instead, artists should prioritize engaging with fans who genuinely care about their music. Gironas made a point that in this life, it's better to focus on the fans that care. Maysonet similarly touched upon that idea, adding that it's not necessary to send a barrage of emails. Instead, aim to focus on what works.

Pictured: (Left) Drew de Leon, Chayce Cheatham, Jen Tanner, and Evangeline Elder (Right).

10:55A - New Bridges: Cross-Collabs Between Brands, Commerce + Culture

The discussion moderated by Digilogue Co-Founder Drew de Leon delved into the notion that artists are brands and should run their brand like a company. It was highlighted that Gen Z audiences can easily see through inauthenticity, making it crucial for artists to align their identity and values with their art. The speakers, including Jen Tanner (RCA Records), Evangeline Elder (Notch/All Angles Agency), and Chayce Cheatham (CAA), emphasized the need to redefine success metrics beyond chart positions and streaming numbers and focus on connecting with the audience organically or on a personal level. What works for one artist may not work for the next.

11:40A - Are Fewer Big Hits A Bad Thing?

I happened to walk in as the speakers, Cassie Petrey (Crowd Surf), Bryan Mooney (Small Batch Mgmt), Andrew Unterberger (Billboard), and Jeremy Gruber (Friends At Work), touched upon the reality that some artists dislike TikTok, leading to the question - What do they do? Considering TikTok is one of the most successful marketing tools right now. The panelists advised artists to stay true to themselves and focus on reaching their audience organically via platforms that make sense for them. They suggested reevaluating success metrics and considering factors such as audience engagement and the number of fans attending live shows. The session explored the anxieties artists face in an evolving music landscape. While it's a common question for artists to ask how to navigate platforms like TikTok, they made it a point to lean into other resources that would otherwise make more sense to reach their fanbase.

Pictured: (Left) Chaz Jenkins, Shamal Ranasinghe, Charlie Davis, and Michael Burrows (Right).

1:30P - Developing Artist Versus Established Artists:

What Data Is Important For Each To Grow & Expand Their Audience

The discussion moderated by Chaz Jenkins (Charmetric) revolved around whether emerging artists should emulate established artists or strive for originality. The panelists Shamal Ranasinghe (Audius), Charlie Davis (Preffy), and Michael Burrows (Symphonic Distribution) agreed that while studying successful artists is beneficial, emerging artists should also use this time to establish their own unique style. They discussed the importance of setting goals and looking beyond follower counts, emphasizing the significance of engagement per video as a more meaningful measure of success.

2:30P - State of the Business - 2022 Recorded Music Revenues

Music industry veteran and expert, Joshua Friedlander (RIAA), shed light on the evolving landscape of recorded music revenues. The rise of digital distribution was highlighted, with a decline in CD and digital download sales. Vinyl sales, however, saw a notable increase, reaching rates similar to those of the 1980s.

Following this quick overview of the current music trends per the data collected, the session explored the listening habits of music fans and the shifting platforms for music consumption. It was noted that music listening hours are expanding, with an increase from 2020 to 2022. According to the data, 25% of listening is coming from social platforms (TikTok, IG Reels) in 2022, resulting in a reduced share for AM/FM radio. The panelists discussed the need for music subscription services to offer incentives and trials to keep listeners engaged. They also mentioned that most consumers surveyed expressed willingness to pay slightly more for their music subscriptions.

3:45P - Salute Your Shorts - Leveraging Short-Term Content for Long-Term Success

The panel featured Brandon Littlejohn (YouTube Music), Johnny Cloherty (Songfluencer), and was moderated by Theizu Telewoda (The Orchard). They explored how artists can release short-form content while maintaining creativity and authenticity. They emphasized the importance of tailoring content to resonate with the audience and leveraging trends and collaborations to promote engagement. The session discussed leveraging user-generated content (UGC) and finding creative ways to make shorter content stand out.

4:30 PM - Everything is About To Change: Emerging Music Innovation Trends

Music Industry professionals, Dmitri Vietze (Rock Paper Scissors), Angela Abbott (TIDAL), Fran Mills (Beggars), and Sarah Hughes (Loma Vista) discussed the need to stay nimble and adaptable to the ever-changing music landscape. They touched on the importance of integrating new features and technologies into marketing strategies and supporting artists based on their vision rather than their genre.

The first day of the conference provided valuable insights into various aspects of the music industry, highlighting the significance of focusing on platform excellence, staying authentic, and engaging with fans effectively. As the industry continues to evolve, artists and professionals alike must navigate the changing landscape with creativity, originality, and an understanding of the fans' preferences and expectations.

As I made my way home for a quick bite before heading back into town to attend Tom Truitt's annual party hosted by TurnKey ZRG & SESAC Music Group, I couldn't help but reflect on all the insightful conversations throughout the day. I can't wait to see what Day 2 has in store.