Evolve or Die: The Future of the Creative Process, Artist Authenticity, and the Value of the Music | Summary and Q&A

June 13, 2023
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Evolve or Die: The Future of the Creative Process, Artist Authenticity, and the Value of the Music


Embrace technology while staying true to your artistry and creating authentic connections with your fans to thrive in the evolving music industry.

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Key Insights

  • 🎼 The music industry is built on personal connections to music and influential moments that shape an artist's passion.
  • 👻 Embracing technology allows artists to innovate, adapt, and reach wider audiences, but authenticity and personal connections should remain at the core of their artistry.
  • 🧑‍🎨 Artists can create generational wealth by recognizing their music as an asset class and partnering with diverse entities to advance their careers.
  • 👶 Utilizing AI and technology can enhance different aspects of the music industry, such as creative production, data analysis, and discovering new samples.


I mean I don't feel like I chose hip-hop as much as I feel hip-hop chose me if you don't involve you die being able to adjust with technology and the sound is very important because at the end of the day you're not gonna win that's why I love being told no because it forces you to be creative and adapt in the best way possible and create something ... Read More

Questions & Answers

Q: How did hip-hop legends like Dougie Fresh and Grandmaster Flash make a mark in the music industry?

Dougie Fresh and Grandmaster Flash's passion for music, innovation, and adaptability in the face of technological advancements allowed them to create timeless beats and become influential figures in hip-hop.

Q: How did the influence of family and cultural background shape artists' love for music?

Family environments that expose artists to music at a young age, along with cultural connections to specific genres or artists, heavily influence their love for music and desire to pursue it as a career.

Q: How does creativity intersect with technology in the music industry?

Creativity and technology combine to push the boundaries of music production and distribution, allowing artists to adapt, experiment, and reach wider audiences. Embracing technological tools like Fruity Loops or NFTs can enhance artists' creative processes and career development.

Q: How can artists maintain authenticity in an industry driven by data, algorithms, and trends?

Artists should prioritize expressing their true selves and creating from a place of honesty and integrity. While data can be helpful, true success lies in connecting with fans by staying true to one's artistry and evolving in creative ways.


In this video, a panel of music industry leaders discuss their personal journeys in the music industry and share insights on the future of the industry. They talk about how they discovered their passion for music, the importance of adapting to technology and changing sound, and the creative process of producing music. They also discuss the significance of being told "no" and using it as an opportunity to be innovative and create something new. The panelists also touch on the importance of owning one's music and valuing it as a financial asset, as well as the potential for artists to create their own funds and have a stake in their own careers.

Questions & Answers

Q: When did you realize that music is what you wanted to do?

For one panelist, it was a childhood moment when he heard a song that deeply resonated with him and sparked his love for music. Another panelist found inspiration in a TV show and a gift from his godmother. The third panelist mentioned growing up watching music videos on TRL and being captivated by the creativity in them.

Q: How does technology affect the production of music?

The panelists discuss their experiences with evolving technologies in music production. They talk about the transition from using the ASR 10 keyboard to sampling with an MPC, and later embracing software like Fruity Loops. They emphasize the importance of staying in tune with new technologies and adapting to the changing sound to ensure that the music connects with listeners.

Q: How do you feel about your music being sampled by other artists?

One panelist shares their appreciation for other artists sampling their work, viewing it as a way to contribute to the creation of new songs. They highlight how sampling has become a financial aspect of the music industry and how it has changed the game. They also mention that they often allow fellow hip-hop artists to sample their music without charging.

Q: How did you develop your own unique style as a producer?

One panelist shares the story of how their beatboxing skills were discovered and how it became the foundation for their unique style. They explain that their style evolved as they explored different elements of hip-hop, including turntablism, rhyming, and breakdancing. They credit their willingness to take chances and be creative as key factors in developing their style.

Q: When did you realize the importance of adapting to new technologies in music production?

One panelist talks about their experience with embracing new technologies in production, starting with purchasing an ASR 10 keyboard because of its use by RZA and D'Angelo. They share how using an MPC and later Fruity Loops improved their sound and allowed them to stay current with the changing landscape of music production.

Q: How did you navigate the music industry as an independent artist?

One panelist shares their experience of being an independent artist and using their phone to shoot music videos and create content. They discuss how they learned to mix their own music and use platforms like TikTok to gain a fan base without relying on a record label. They emphasize the importance of taking control of their own career and finding alternative ways to succeed.

Q: How do you view musical contributions as an asset class?

One panelist explains their view that culture, including music, should be considered an asset class. They discuss the potential for artists, songwriters, and producers to use their art and catalog as investments. They propose the idea of artists creating funds and having ownership over their work, which can be included alongside other assets like fine art and scripts.

Q: How do you envision the future of catalog sales and valuing musical contributions?

One panelist shares their prediction that web 3 technology and the explosion of catalog sales will transform the music industry. They foresee artists and creatives partnering with venture capitalists and other funders to create funds where their work can be included as assets. They believe that this new approach will allow artists to have more control over their careers and create generational wealth.

Q: How do you navigate the relationship between artists and record labels?

One panelist acknowledges that both artists and record labels have a role to play in the music industry. They believe in embracing the record label as a partner but also creating opportunities for artists to do things outside of the traditional system. They highlight the importance of aligning incentives and finding a balance where everyone can win.

Q: Is there a world where artists can be both independent and work with record labels?

One panelist sees a world where artists can be independent and work with record labels, recognizing the value that labels bring in terms of investment and resources. They stress the need for artists to have choices and opportunities outside of the traditional label system. They believe in finding ways for artists to retain ownership and control while still benefiting from partnership with labels.


The panel discussion highlights the importance of adapting to technology and embracing new sound in music production. It emphasizes the value of being creative and innovative, even in the face of rejection. The panelists encourage artists to take control of their careers and explore alternative ways to succeed as independent artists. They also stress the importance of valuing musical contributions as financial assets and discuss the potential for artists to create funds and have ownership over their work. Overall, the future of the music industry is seen as one where artists have more control and can create generational wealth through innovative approaches to music and business.

Summary & Key Takeaways

  • The music industry is shaped by personal connections with music and influential moments that spark a passion for music.

  • Artists' journeys into music are often driven by personal experiences and a deep connection to the art form.

  • Cultural backgrounds and exposure to different genres influence an artist's musical journey and shape their aspirations.

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