Digital streaming platforms, a new wave for the next generation

BY JANIECE CAMPBELL

Digital music piracy was a dangerous and monumental shift in the music industry. A few decades ago, it was all too familiar to be ripping music from CDs, compressing the files, and distributing them online.

Today, slow torrent download speeds and getting a computer virus from Limewire almost feel like distant memories. Gone are the days of converting YouTube videos to MP3 files and syncing them to your iPod.

In the current digital era, streaming music has ultimately changed the way we consume music. Usually along with a $10 monthly fee, subscribers now gain unlimited access to virtually every song ever recorded. With a huge move away from owning physical CDs, consumers can utilize these services on their device of choice, whether it be on desktops, smartphones, or tablets.

Online music streaming has grown in popularity immensely. In fact, a report from the Recording Industry Association of America showed that streaming generated 75% of industry revenue in 2018. That number was up ten percentage points from the 2017 records.

Audiomack is a media streaming platform based in New York, USA. It differs from many other popular streaming services, as the content is not blocked by a paywall. With completely unrestricted access to current trending content, it tends to attract a youthful audience ranging from ages 13-28.

By paying close attention to what’s considered “hot”, the service caters to the “right now audience,” a definite youth-driven initiative. The platform also has several original series showcasing celebrities such as Trap Symphony and Fine Tuned. Both of these shows combine the art of rap and live instruments.

Besides the typical widespread genres like new-age Hip-Hop or R&B, Audiomack houses other categories such as Rock, Soca, Punjabi, Zouk, Kompa, and many other types of international sounds.

“We don’t discriminate against any genre. We’re very open. We don’t have top-tier artists that would overshadow anyone else,” says Tanya Lawson, the director of Afrobeats and Caribbean content at Audiomack. “We believe in moving music forward, and the only way to move music forward is to give smaller, up and coming artists a shot.”

Lawson aims to reach out to artists and connect with them at a personal level. She fears that many don’t understand the impact that streaming services have on the industry, and the importance of uploading music to these platforms.

“They’re not aware of how streaming is taking over. Nobody’s going into record stores and buying copies in person anymore. It’s a new game and I would hate for them to get left behind.”

Audiomack has a fairly large established presence in the Caribbean, especially within Jamaica, Bahamas and Trinidad & Tobago. An issue that Lawson worries about is the lack of first-world knowledge in the islands when it comes to technology and releasing music.

“Maybe they thought coming from somewhere so small, that their voices wouldn’t be heard. But now, there’s an opportunity for that, and they can be heard worldwide.”

In a vast world, the use of the internet makes it feel a lot smaller. Many renown North American artists have used the technology to their advantage. With no distinct Caribbean roots, many are experimenting with sounds inspired by genres like dancehall, reggae and afro beats.

“I hate knowing that they’re being shadowed. People are stealing the style and being glorified while the originators aren’t getting the credit and it’s because of that one little thing they’re missing over there – the internet.”

Lawson encourages Caribbean artists to take that leap and venture into something that could lead to a massive turning point in their careers.

“Don’t let fans upload your songs for you. Structure a plan, upload it and monetize, because the music lives online forever. It will never die. As soon as someone presses play, you’re making money off of it. I think once artists realize that, it will move the Caribbean forward.”