This week, we're diving into the new experiences and opportunities the music industry is testing right now! From Universal's expansion in China to the use of AI in podcasts, and IRL superfans events, there's plenty to spark our curiosity! Let’s see!
#1. Musk Rules Out Buying TikTok Despite U.S. Pressure
Elon Musk has stated that he has no intention of acquiring TikTok, even as the platform faces increasing restrictions in the U.S. Speaking at a conference hosted by German media group Axel Springer SE, Musk emphasized his preference for building companies rather than acquiring existing ones. His comments come after Donald Trump suggested him as a potential buyer.
To facilitate a sale, Trump appointed Vice President J.D. Vance and National Security Adviser Michael Waltz to lead negotiations. He is considering a 50/50 ownership split between American and Chinese interests and recently signed an executive order creating a U.S. sovereign wealth fund, which could be used to acquire TikTok.
ByteDance, under pressure over national security concerns, is also grappling with the impact of new tariffs on Chinese imports. Meanwhile, several potential buyers have emerged, including Oracle, Microsoft, and a group of American investors reportedly raising over $20 billion for a bid. Between political tensions and economic stakes, TikTok’s future in the U.S. remains uncertain.
#2. Universal Music Expands in China with Exclusive Liu Huan Deal
Universal Music Greater China (UMGC) is strengthening its presence in the Chinese market with a landmark agreement. Following partnerships with local artists, labels, and the TV show Rap of China, UMGC has announced an exclusive deal with Liu Huan, a pop icon in China for over four decades.
The multi-year agreement covers both recording and publishing rights, reinforcing UMG’s commitment to the fast-growing Chinese market, which generated $1.5 billion in revenue in 2023, making it the world's fifth-largest music market. UMGC’s CEO highlighted the partnership’s role in amplifying the global influence of Chinese culture.
This alliance underscores Universal’s strategy to expand in China and bring local music to a global audience.
#3. The Power of Trailerization
Creating a compelling trailer relies on a balance between visuals and music, and this is where trailerization comes in, a process that reimagines an existing song to amplify its dramatic impact. Rather than just a remix, this technique deconstructs and restructures the music to align with the different phases of a trailer: the intriguing opening, rising tension, explosive climax, and memorable conclusion.
Born in Hollywood in the 1930s and popularized by major studios, trailerization now leverages advanced digital tools like stem separation, sound design, and the addition of orchestral elements.
Beyond its artistic role, this practice also offers a lucrative opportunity for composers, with earnings reaching several hundred thousand dollars per year, provided they master the specific structure of trailer music and secure the necessary licenses to use copyrighted works.
#4. Acceptance of AI In Podcasts and Radio
A recent study by the US-based research firm NuVoodoo reveals that, despite the growing attention given to artificial intelligence (AI) in media and technology, most listeners have yet to engage with it directly. The results show that, while younger generations are more likely to use voice assistants like Siri or Alexa, a large portion of respondents, including Millennials and Gen Z, have not yet integrated these technologies into their daily lives.
However, when asked to choose between a show with AI-generated voices or one with human hosts but less polished sound, the majority of participants preferred human voices. Still, about a third of Millennials and a quarter of Gen Z opted for AI-generated voices.
Despite the increasing acceptance of AI in certain areas, researchers emphasize that human hosts remain essential, particularly for audience engagement, live events, and community interactions—areas where AI has yet to match the capabilities of humans.
#5. The Rise of Superfan Immersive Experience
Recent discussions about monetizing superfans have largely focused on online fans. However, rather than constantly relying on direct artist involvement, it's possible to build sustainable superfan communities by fostering interaction among fans themselves, without overloading artists with additional responsibilities.
In-person immersive experiences, like the fan nights organized by Geffen Records for Olivia Rodrigo or HYBE’s "The City" project, have been gaining significant traction. These events, which take place without the artists’ presence, allow fans to take the lead while strengthening the bonds between them. Streaming platforms like Spotify are also following suit, offering immersive experiences that give fans a chance to dive into the world of stars like Taylor Swift, even though the artist isn’t physically present.
With rising concert ticket prices, these new practices present a valuable opportunity for companies to diversify their revenue streams while continuing to engage a broad superfan audience. By investing in in-person events, beyond traditional concerts, brands can strengthen fan engagement while unlocking new monetization avenues.
