Throughout 2024, the music business has seen a whirlwind of innovation in some places, hard adjustments in others, and turbulence and consolidation across the board. AI has opened doors to questions about the future, ‘superfan’ has become a buzzword and the industry has been grappling with everything from deep-fake fraud to dynamic pricing.
Here, Deviate Digital CEO Sammy Andrews takes a closer look at the key developments that have shaped this year...
1 AI IN MUSIC CREATION
I could have written this entire column on AI, but you can look back over my Music Week articles this year if you want to take a deeper dive. AI music generation has undoubtedly become one of 2024’s biggest talking points, with about a quarter of producers now integrating it into their processes, according to a Tracklib survey. While some musicians remain loyal to traditional methods, others, especially younger and independent artists, have embraced assistive AI as a powerful tool for experimentation. With AI-generated beats, melodies, mastering and lyrics on tap, creating music has never been more accessible than it is now, opening doors for emerging talent and making creative tools available to a wider range of artists. It’s also flooding the DSPs... 2025 will be a pivotal year for the music business to grapple with the impact of AI-assisted music.
2 ...AND IN MARKETING
AI-driven marketing tools have most certainly made their mark this year, helping labels, promoters and artists connect with fans more precisely. With AI, artists can really target fans based on their unique behaviours, tailoring outreach to make a real impact. Of course, there’s a balance to be struck. If any type of marketing becomes too numbers-focused, it risks reducing the fan experience to simple transactions. But if used correctly, it puts real emphasis on genuine connection and growth where artists and labels find success by building loyal communities rather than just chasing short-term profits.
3 THE FOCUS ON SUPERFANS
The ‘superfan’ concept has become a major industry theme this year. It’s a 2024 buzzword for a long-standing idea: that of dedicated consumers who invest deeply in their favourite artists. Superfans are driving new income streams, from exclusive merch to VIP tickets and private experiences. However, if we place our focus solely on these high-paying devotees, we risk losing casual listeners and younger or disadvantaged fans who can’t keep up with premium prices, and we ignore any chance of growth and connection to new audiences. The real opportunity with superfans lies in striking a balance, providing value to both casual listeners and diehards with a view to getting all cold leads into the superfan funnel eventually. In summary? The industry needs to see superfans not as cash cows, but as allies.
4 CONSOLIDATION
For the UK music business, 2024 has been a year of changes, predominantly with regard to non-domestic populated charts, rising costs and a number of high-profile industry exits. UK major label bosses have come and gone, more big independents have been swallowed by the majors and we’ve seen mass layoffs across the board. The UK’s reputation as a breeding ground for innovation is at a crossroads, and the music business must tread carefully if we’re to keep our status as a hub for cutting-edge, globally exportable talent. If all these trends continue unchecked, the UK risks becoming purely a music import market rather than a global music export leader.
5 DYNAMIC PRICING
Dynamic pricing has been controversial this year. After the ticketing situation with Oasis’ reunion tour and Australia’s decision to ban it due to fan outrage, the debate has only intensified. The concept of fluctuating ticket prices based on demand has made many feel that live music is becoming a luxury, with fans sometimes priced out of shows. This backlash has sparked what I think is an essential conversation about fair pricing in live music. Artists, fans and industry leaders are now discussing how to create more transparent models that ensure accessibility without sacrificing revenue. While dynamic pricing may not disappear entirely, it may evolve to better serve both fans and the industry, preserving live music as an experience everyone can enjoy.
6 AI MUSIC FRAUD AND DEEP FAKES
With advancements in AI have come challenges, and AI music fraud has been a significant one in 2024. This year, we’ve seen many cases of AI-generated deep-fakes and fake streams, which harm both artists and fans. Platforms are pledging to strengthen anti-fraud measures, and some governments are stepping in with tougher regulations, which could help protect artists and audiences alike. As the industry moves to address these issues, we’re seeing a push towards accountability that will be essential for the integrity of music. If the industry can get this right, it will be a step towards a more transparent, trustworthy future.
7 LEAD GENERATION
This is back in a big way. Lead generation has been a real focal point for campaigns at Deviate this year and has shown our clients massive returns – some upwards of a 2000% ROI! By collecting fan data directly, through email sign-ups, text messages and targeted ads, we are increasingly bypassing social media algorithms, creating a more personal, stable connection that is ripe for up-sell. It’s been so refreshing to see the industry realise the value of it – long live first-party data collection!
8 WHAT DOES THE FUTURE OF TRADE BODIES LOOK LIKE?
This year has been an odd one for a number of trade bodies and we have all heard some overwhelmingly loud silence across certain industry sectors on key issues that put them further at risk of becoming obsolete. As the global music business continues to consolidate and digital innovation continues to uproot and revolutionise the future, the boundaries for members across all trade bodies will continue to blur. This is only going to worsen in 2025, but some, I hope, will step into the new year with a renewed sense of self and a strong backbone if they want to stay relevant and in existence. On the flip-side, we must also be wary of any platform circumventing trade bodies for their own gain. In the words of my long-time client and friend Billy Bragg, ‘There is power in a union.’ We’d all do well to remember that.
9 THE STATE OF INDEPENDENCE
MIDiA reported that in terms of ownership, indie labels accounted for 46.7% of the global market in 2023... that is no small figure. But 2024 saw the major labels continue to absorb even more indie labels... I think we as a business must be careful not to consolidate too much or we risk losing our indies entirely.
10 CREATING TRUE CONNECTIONS
At its core, music is about connection. Fans want more than just a sales pitch, they want a relationship. While the plethora of new marketing tools are helpful, they can’t replace authentic fan-artist bonds. As the industry focuses on superfans and big-ticket sales, it’s essential not to lose sight of creating spaces for genuine connection. Fans want to feel part of something meaningful, not just like a line item on a profit sheet. There’s a real opportunity here for the industry to focus on long-term loyalty rather than just immediate sales. By investing more in real fan-artist relationships, the music business can foster an inclusive environment where every consumer feels valued, not just those who spend the most. This shift could be the key to a more sustainable, fan-driven future.
