With the smartphones coming, and all these apps coming, the music business gets one more kick at the can, and I hope they don’t fight this one, because there’s a huge opportune to grow the business faster than what they’ve ever considered. I think there’s a huge sense of optimism for the first time in about five years that this business can actually grow. –Terry McBride in his 2009 interview with tech reporter Matt Hartley [video above].

Music is becoming more of a service than a product and Terry believes that in these digital times, context trumps content, access trumps ownership, and customer service is as important as ever. P2P filesharing should cease to be an issue as listeners increasingly prefer instant-access streams.

The second interview details the history of the Nettwerk Music Group as a DIY all-in-one company that developed by adapting to meet the needs of musicians and their fans. Towards the end he talks about joint ventures between musicians and non-music brands as being likely in the next five years.

I really think that the paradigm is shifting. I think within the next five years you’re going to have other brands inside the market signing artists. Brands will look at this going, well, we already use music within all of our TV, and radio, and, you know, internet media. Um, why don’t we just sign the artist? –Terry McBride, in his 2008 CMU-Tube interview [video below].

On my previous post, Musicians—Money Is Not Motivation, Dave MacDonald had commented that Terry McBride recently spoke positively about the music industry at TEDxVancouver in November 2009. That video isn’t available yet, but I hope they air it soon on TEDxTalks—I’ll keep you posted.

[homepage thumbnail photo: Flickr/stephen_dyrgas]

From early childhood we teach our children what is “right” and what is “wrong.” But we do not typically teach children that these are fluid terms. The lines are blurred, or as The Monkees would say, “Today, there is no black or white, [there are] only shades of gray.” As Wikipedia puts it, “Everything has both yin and yang aspects, which constantly interact, never existing in absolute stasis.” I think that to progress we need to teach ourselves to be more accepting of other people, more in balance, and less judging of right versus wrong.

flickr.com/photos/viciedo/ / CC BY-NC 2.0

There are many interaction-based influencers of moral values. Family, friends, school, religion, television, movies, videogames, music, and the internet all play a part today. Movies and television often emphasize right and wrong as viewers attempt to identify who is the “good guy” and who is the “bad guy.” But a distinction cannot always be made—blurred lines are more realistic, and more human. Think about reality television and its focus on people—does it break this convention? Unconventional twists and moral dilemmas are the reasons that the acclaimed drama series Lost is so popular isn’t it? Lost breaks boundaries by creatively blending black and white into gray. Many videogames also rely strongly on social behavior and moral values. Web-based videogames are even increasingly being used as a virtual platform for education—social education—seen through avatars and virtual worlds. Time no doubt plays a factor in shaping our morals as well. Laws have changed. Murder. Marriage. Slavery. Society continues to evolve, right? Or does little change in the grand scheme? How might social media, social gaming, reality TV, and virtual technology shape our moral values and our social evolution?

Inside the Jumbo Hostel in Stockholm, Sweden.

In Stockholm’s Jumbo Hostel you can stay the night inside a jumbo jet. What will be tomorrow’s transportation? Teleportation? Will the future bring transportation to our fingertips?

A confluence of entertainment and transportation will likely occur. They will converge into one. They will mesh and coincide. Enter the Manhattan Airport Foundation and its proposed project to build an airport in New York’s Central Park.

3D panorama of the hoax airport plan by parody advocacy organization Manhattan Airport Foundation.

Evidence points to the project being a hoax. But after hearing the concept, thinking about its potential, and reading more about it, I would say they do deliver some interesting points. The environmental argument sounds sound, and the park’s landmarks would be converted to attractions inside the airport. Innovative design and engineering could make a project like this a huge success for New York City. Maybe I’ve seen The Fifth Element too many times, but I’ll tell you that I can even see radically broadening the project’s scope. Artistic attractions and inventive modes of entertainment could be immersed within it. The airport itself could become a cultural center. Local artwork could be featured in the terminals. Digital technology would be everywhere. A live music venue could be built under the airport. Imagine flying into Manhattan to see a concert right in the airport. I expressed that live music is the most entertaining music when I first covered music’s future evolution, and I think an airport music venue is absolutely viable providing it would be open to everyone—not just upper or business classes.

What creative forms of art, culture, and entertainment could you see being built in modern airports? Where else might entertainment blend with transportation? With our basic survival needs met, what do we seek in and beyond entertainment?

Gary Vaynerchuk has animatedly vlogged about how the internet itself just hit puberty. Online music collaboration and virtual jamming are even younger. The arena for virtual music is huge. The best music is live music, and this is what comes next: We’re going hear, feel, and see live music live in the virtual realm—a drummer in Sydney, a bassist in New York, a singer in Tokyo—connecting with their fans live through web-based applications. You’re going to virtually bump n’ grind across the globe in virtual clubs with DJ’s pumping sound to the world. There will be video chat so big, real, live, and interactive that it will be like being there. The experience, and the emotion, will be real.

Where changes to anywhere in the virtual realm, and the technology is breeding as fast as we can imagine it. The clubs and venues of today will have to embrace the technology to survive, and they could be some of the best portals for connecting to the virtual space in a hybrid mix between the techology and the old-school dance floor. By the way, these clubs will recycle their electricity from the music. It’s only a matter of time before video chat goes 3D and beyond. Imagine how people will connect from club to club, venue to venue, and party to party in the virtual space.

The video game industry has already tapped the music vein with massive success, and they will continue to play a major role in this dynamic shift to the virtual realm. Mobility is still vital in the virtual realm, but how might its role evolve? Bringing music to the phone was one giant leap for musickind. Berkleemusic started the #bmusic hashtag for musicbiz conversation. Their 2005 book The Future of Music, published by the Berklee Press, discussed how mobility trumps quality. They were so right. But what trumps mobility? I think virtuality is the answer. Virtuality trumps mobility? Virtuality and mobility will likely breed to create new offspring. Mobility is the ability to move, or the ability to be connected wherever you are. In the virtual realm you can be anywhere with anyone. Virtuality is reality. Music is an experience. The quality of the experience could become greater than ever.

Evolution has proven that the most valuable survival feature that any creature can have is adaptability. Those who adapt the fastest to change always thrive. The controversial survival novelist Ragnar Benson advised that those who fail to embrace the latest technology are at a severe disadvantage. Music and musicians will continue to adapt to new technologies. As for the designers and developers: bring it on. Your imagination has no limit. Every technology that you can bring to life will be used. Musicians will continue the shift away from selling tangible products, and will cash in selling experiences—via licensing, sponsored shows, endorsements, subscriptions, etc. Music will be everywhere.

This post might sound a little far out but I think it’s meaningful for us to think about. Thank you for taking the time to read it, and I’d love to spark conversation below in the comment section and via twitter (I’m @ryanve). What will the future bring? How will the ever-expanding music population contribute to our future, and future generations?