Company
University of Agder
University of Agder, as described on the show by Daniel Nordgård.
Episodes (1)
Daniel Nordgård, professor of music industry management, explains why he is optimistic about streaming, AI generated music and artist careers.
Questions these episodes answer
Why is Daniel Nordgård optimistic about the future of music despite AI and streaming disruption?
Nordgård gives three reasons: real money has come back into recorded music after streaming fixed a payment model that used to leave music consumed but unpaid for, more people than ever are accessing music through newly growing markets in Asia, Africa and Latin America, and the music sector has historically been unusually good at adapting to disruption.
From: The Truth About Music Streaming, AI, and Artists' Future
What does Nordgård predict AI-generated music will do to the music industry?
He expects a flood of AI-generated content that raises real costs: infrastructure to catalog and host it, legal exposure in everything uploaded, and a growing burden on listeners trying to sort what is worth hearing. He predicts this will eventually force a split between a professional sphere for artists with a real career and a separate space for casual, non-professional output.
From: The Truth About Music Streaming, AI, and Artists' Future
Why is it hard to discover music from newer or non-Western markets on streaming platforms?
Nordgård's research finds that geo-tags and genre-based recommendation structures make it difficult to exploit the discovery benefits the internet was supposed to offer, effectively keeping listeners inside familiar boundaries instead of exposing them to music from markets like Nigeria or India. He argues more transparency and fewer non-disclosure agreements around how platforms work could help fix this.
From: The Truth About Music Streaming, AI, and Artists' Future
Why does Daniel Nordgård think the DIY, self-managed artist career can be harmful?
He points to research showing that having to handle every specialized task yourself, including constant social media exposure, carries a real mental health cost that has only recently been studied seriously. He cites a book on musicians' mental health and his own ongoing research chair in Norway looking into the same link between DIY careers and stress.
From: The Truth About Music Streaming, AI, and Artists' Future
What needs to happen for artists to benefit from money returning to the music industry?
Nordgård argues the industry needs a re-establishment of professional intermediaries, managers, agents and labels, who reinvest returning revenue into developing new talent and sustainable careers rather than leaving artists to run every part of their business alone. He also sees policymakers and legislators as central to resolving the legal and structural issues that stand in the way.
From: The Truth About Music Streaming, AI, and Artists' Future