Music: When technology hits the right note

Developments in technology are transforming the music industry - from the way we profile audiences to how we discover new acts.

In 2016, technology is set to change the face of music in advertising. Big data, streaming services and bespoke production music are driving innovations in audience-profiling, track discovery and composition. We’ve brought together a group of contributors who are at the heart of changes sweeping the industry. 

Big Sync Music’s chief executive, Dominic Caisley, looks ahead to the impact of big data on music supervision – and why it still needs the human touch.

Similarly, Adam Bushell, a music supervisor at Tin Drum Music, is concerned by the effects of streaming services on music discovery – stressing the importance of chance encounters, deep connections and the "organic approach" to search.

The flexibility afforded by new technology has inspired Caspar Kedros and Scott Doran, the directors of Altitude Music, to bang the drum for bespoke production music – which takes advantage of new technology to offer a remixable approach to composition.

With the wealth of new opportunities created by technology, the blank canvas at the start of a project can be ever-more daunting. For Ben McAvoy, the director at WMP, context is crucial in a brief – and boundaries fuel creativity. 

Technology may be disruptive – but it’s creating opportunities and complications, forcing new approaches and new ways of thinking. Here’s to a happy, harmonious 2016.

Stephen Graves is the managing editor of Haymarket Content Labs

campaignlive.co.uk/music2016