Technology is just a tool. It's only meaningful when it changes behavior.
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Pricing in the music industry isn’t determined by the effort put into creating a song, the cost of production, or how much the artist values their work. Instead, it’s dictated by the listener’s perception of value and their ability to pay.
Read MoreAI isn’t just making music creation faster—it’s reshaping how content is made, distributed, and valued. The industry is splitting between mass-produced, AI-driven content and high-value, human-crafted work—artists, managers, and labels must decide which side they’re on.
Read MoreNo album, campaign, or release will go exactly as planned. You will fall short of some expectations—and exceed others. In that sense, you’ve already failed.
Read MoreLuck isn't some mystical force. It's a manufactured outcome. People who consistently "get lucky" are usually the ones who create the right conditions for it.
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In the wake of Universal Music Group's lawsuit against Believe alleging the distribution of fraudulent content, Ten2 Media's founders break down the debate around distribution fraud.
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To effectively leverage the power of short-form video, it’s important to understand the unique strengths that YouTube Shorts, Instagram Reels, and TikTok offer, because each platform caters to a different aspect of the short-form video landscape.
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Bilaterally across consumer and creator, short-form video has fundamentally transformed the way music and audience engage. At baseline, the prevalence of platforms like YouTube Shorts, TikTok, & Instagram Reels have made bite-sized content a powerful medium for musicians to market their music, even informing what artists create and dictating how they engage with fans.
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YouTube's multifaceted nature seamlessly blends the interactive features of a social network, such as comments, likes, and subscriptions, with the expansive content repository characteristic of a Digital Service Provider (DSP).
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YouTube Analytics is one of the most valuable tools musicians can access for always-on, real-time, & accurately in-depth insights about how their content is being received by their viewers. Those exact insights can, in turn, be used to build an omni-channel marketing strategy. In short, by leveraging the data that YouTube is already providing, musicians can create more effective, 360 (comprehensive) marketing strategies that span across multiple platforms/channels.
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