The Future 100: 2024

2024 suggests plenty of scope for innovation and excitement in the world of music. Like many industries, the music industry grapples with the positives and negatives AI brings. While new opportunities emerge from analyzing extensive data, rightsholders scramble to safeguard their livelihoods and protect intellectual property. With large language models generating instant, adaptable content, the key question arises: while authenticity remains crucial for brands and younger audiences, is it now negotiable?

Discover the latest music trends!

Key Music Trends

Emotioneering

VML Intelligence’s data shows that crafting experiences with emotional payback brings mutual reward: consumers are more likely to spend on a brand that makes them feel, from joy to surprise, inspiration, and more.

Why it's interesting
It’s time for brands to disrupt the rational and explore the disruptive power of emotion. Consumers will invest in the brands that add emotional value to their lives in the form of re-enchantment.

Fanspiration

Vocal fans and influencers are inspiring their favourite brands to innovate. This comes as the new social-media-driven R&D paradigm, where brands are parlaying fan hacks and viral influencer content into valuable new product development and innovation opportunities.

Why it's interesting

Brands can satisfy consumer craving for creative influence by tapping into fanspiration, rewarding, and delighting fans with real-life innovations based on viral hacks

Impactainment

Impactainment is strongly rooted in behavioral science and psychology and involves creating impactful experiences that inspire mass action and change. It differs from edutainment in that it isn’t just about educating participants, but also about galvanizing them to make a difference.

Why it's interesting
Daniel Hettwer believes that impactainment will become “the biggest driver to brand equity and long-term profitability” by providing companies with a fun and authentic way to effect positive change while showcasing their purpose.