Digital Discourse: The Top 10 digital trends of 2024

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.

Digital Discourse: Sammy Andrews on what the industry can learn from Snoop Dogg

Deviate Digital CEO Sammy Andrews guides you through the ever-changing tech world... I cover so many subjects here every month, from AI to future tech and marketing, but if there was one column I never thought I’d write, it’s this one… Over the summer, like many, I enjoyed the coverage of the Olympics and, aside from the pride in our national team, I took great enjoyment watching a master at play: Snoop Dogg, the unspoken winner. I’m talking about him here today because I genuinely think the music business would do well to lean into his approach, especially his use of social media, to build his currency and reach. Plus, he has a unique success story when you really dig down into it. When you think of Snoop Dogg, the image that likely comes to mind is that of a laid-back rapper with a smooth flow. But beneath the surface of his West Coast rap persona lies a shrewd businessman who has managed to become one of the most successful marketers in the entertainment industry. He’s cleverly used social media and strategic brand partnerships to build an empire that spans far beyond his music. But how did he become such a marketing genius? Snoop first gained attention in the early 1990s as Dr Dre’s protégé, contributing to the success of The Chronic and later releasing his debut album, Doggystyle, which cemented his status as a rap legend. However, Snoop’s early career wasn’t without controversy. He was associated with gangsta rap, a genre that was often criticised by the mainstream media for its portrayal of violence and drug culture. He was also acquitted of murder charges in a high-profile trial in 1996. Few would have predicted that Snoop Dogg would one day become a beloved mainstream figure taking centre stage at the Olympics, let alone a widely sought-after corporate partner. But Snoop has done exactly that by transforming his image and adapting to new opportunities over the years. His ability to reinvent himself has been key to his enduring success, making him a cultural icon with a diverse range of interests and ventures. Throughout his career, Snoop has taken on a variety of roles: rapper, actor, a writer of children’s music, TV host and entrepreneur. And his evolution isn’t just limited to his music... These days, you’re just as likely to see him cooking with Martha Stewart as you are to see him performing on stage. This shift has connected him with audiences that may not have been drawn to his music but enjoy his charisma and sense of humour. Snoop’s marketing genius is perhaps most evident in his savvy use of social media. With more than 150 million followers across platforms like Instagram, TikTok, X and Facebook, he’s built an online presence that entertains his fans. His online strategy is a lesson in how to build a personal brand that blends humour and authenticity to keep his followers invested in his journey. What sets Snoop apart from other artists and celebrities on social media is his ability to balance promotion with personality. While many stars use their platforms mainly to advertise products or their own work, Snoop offers a very clearly orchestrated mix. His feeds are filled with entertaining reposts, memes, self-deprecating humour, throwback photos, personal updates, culturally relevant videos and, of course, promotions for his business ventures. This mix makes his promotional posts feel more like friendly recommendations than overt advertisements, keeping his audience engaged without feeling like they’re being sold to – something most artists fail to achieve without expert help. Snoop’s team understands the unspoken 80/20 rule in social media: 80% should give and 20% should take. There should be a Post-It note saying that on the desk of any social media manager. Where many labels and managers are starting scene fan pages for this kind of content, Snoop is mainlining it and building a huge, diverse community, which in turn opens him up to equally diverse brand opportunities. His authentic and unfiltered voice also helps him stand out in a crowded space. Whether he’s commenting on current events or sharing a funny meme, Snoop’s posts feel genuine, and that resonates with his followers. In a world where people are increasingly sceptical of traditional advertising, his authenticity is a huge advantage. He frequently engages with fans, responds to comments and participates in viral challenges, making him feel more accessible and grounded than many other artists and celebrities. Despite a controversial past that might have once made him an unlikely candidate for corporate partnerships, Snoop has now managed to attract some of the biggest brand deals in the world. He’s become an ambassador for a range of companies, from food and drinks to technology and financial services, taking in everything from the Paris Olympics, Klarna, Corona, Solo Stove (a global smash marketing campaign that sadly didn’t translate to sales but did reach all corners of the world), 19 Crimes, Funko, Atlas, Skechers, Futurola and many more. These ventures showcase his ability to capitalise on his personal brand and diversify his portfolio, ensuring his relevance in and revenue from multiple industries. Snoop Dogg’s journey from rapper to marketing powerhouse is a testament to his adaptability and business acumen. He’s managed to leverage his authenticity to build a brand that goes beyond his music, and his willingness to take risks in new areas have made him a marketing dream for brands. As Snoop Dogg continues to expand his empire, it’s clear that his reign as one of the entertainment industry’s most enduring icons is far from over and those in the music business would do well to study his approach, both on and offline.

Music supervisor Frederic Schindler on tackling the 'broken' sync system

Frederic Schindler, music supervisor, Founder of Too Young Ltd and Catalog, argues that it’s time to reclaim the value of independent music and “break free from the ...

Opinion

Centre Stage: Mark Davyd on succession planning for the grassroots venue sector

Music Venue Trust CEO Mark Davyd’s monthly deep dive into live music’s biggest issues... On top of al the other issues currently besieging grassroots music venues – from ...

Opinion

subscribers only

Digital Discourse: How software created by AI could be a huge disruptor

I’ve written a lot about AI, covering its everyday applications, impact on licensing and role in marketing. But recently, something former Google CEO Eric Schmidt said during a ...

Opinion

subscribers only