The Odd Future of the Music Business (via Billboard)

The Odd Future of the Music Business (via Billboard)

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looks like old people are starting to get it...

Quote:

Part social media carousel. Part hip-hop skate crew. Part weird (offensive?) creative conglomerate — They post relentlessly to Tumblr, get tweeted about by Kanye, and With no single, perform on “Fallon.” Is this the ODD FUTURE of the music biz? (via Billboard)

They sign “record deals” with skateboard companies and hiphop magazine publishers. They are a collective;

of rappers;
producers;
skateboarders;
filmmakers;
and designers.

Yes, this is future of the music, and media for that matter, business. Young artists are beginning to express the diverse, manic, tastes/interests of the consumer. As the internet has emerged as an engine of social production, and generated a cornucopia of new entertainment offerings giving way to new markets, the creative aspirations of young artists has begun to shift. As has been referenced before on this blog (#1, #2, #3, #4, #5), the future of the music business is about the evolution of musical form. It’s about how the next generation of artists appropriate technology to sonically communicate their vision for music. Odd Future doesn’t have a single. But they have a video that Kanye West has endorsed. Odd Future doesn’t have a sound we understand. But they gave a performance on Jimmy Fallon that was the most culturally important thing to happen on late night television in over an era. Maybe Odd Future will be huge. Maybe we won’t be talking about them 6 months from now. Regardless, they are showing us what the next generation of artists will be about. They’re clueing us in to the cool. They are important. They are what’s next.

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