Engagement will take many forms

Network cables

Due to the sheer audience numbers of major label artists, it would be impossible for such an artist to have a rich, genuine two-way relationship with each individual listener. Independent artists however, don’t have as big an audience and this enables them to have richer, more personal audience-artist relationships.

These relationships will take many forms. Sometimes it’ll happen at a live performance. Sometimes it’ll happen via email or Facebook or Instagram. Sometimes it’ll happen by video. Sometimes it’ll be a public group chat. Sometimes it will look like ‘artists promoting themselves’, but over time, music lovers will be treated to two-way relationships they can engage with on their terms.

Like all people, music lovers have a limited attention span. They don’t have the time or space in their lives to have a deep emotional relationship with every single artist in their music library. For example, if you subscribed to every mailing list of every artist you’ve listened to in the past year, you’d probably never read your e-mail again. This limited attention means that an artist has to make the most resonant and powerful music in order to claim this attention. They have to be among the best within their sub-culture (fortunately there are many sub-cultures – there’s room for everyone!). In this era, attention is a scarce and limited commodity. Artists will make music worthy of a music lover’s attention. Artists will earn their place.

As music lovers come across more and more new music, it will be normal for them to engage with different artists in a variety of ways. Some relationships might be active and regular, others may be passive yet consistent and some may be mostly dormant with occasional bursts of interaction. Some music lovers will find themselves following and interacting with the same artist for several years, while others may find themselves moving on to different artists monthly.

It will be a good time to be a music lover.