A New Era of Content Creation...

For years, I’ve watched content platforms be developed, announced, and used in all kinds of ways. I’m an early adopter and get excited about new ways to engage. But many of these formats were essentially tool focused--launch the platform with the goal of helping people share their stories, but perhaps put less time into imagining what the final result will be as a user. Most blogging/content sharing platforms end up being successful, but still have some basic issues of beauty, ease of use, or significant content restrictions.

If Apple delivers what it promised with its Apple Music App launch presentation, we’re entering a new era of content creation.

I am so excited to see where this takes us next.

As someone who has worked with bands for over a decade, I have watched as artists work to shape their identities and engage with their fans.

Technology has obviously changed that massively, and this Apple announcement is a huge ‘new’ thing.

With this kind of user interface, it’s going to be so easy to create really beautiful, exciting access. The platform gives bands a place to tell their stories, share their photos, upload videos, all that in one place that’s going to look amazing and engaging.

It’s an interesting time to be a content creator in the music industry. I’ve been waiting for years for a place where I could develop these kinds of ideas where the format and distribution wasn’t a total headache or potential tech disaster. But here we are—if the Apple app does what it promises, we’ll be off running to new ways to share backstage life, or tour road trips, or the behind-the-scenes creation of a new album.

Honestly, my head is spinning a bit. I can already picture high-quality photos being paired with anecdotes and stories from bands. I could imagine essentially creating mini digital books of content, now laid out in a digital format that’s easy to access and could be accompanied by the band’s music in a single location.

I wish I could say I’m cautiously optimistic. The truth is that my mind is working in overdrive, imagining the photography projects I can do with this new format as a kind of professional playground. How are bands going to adjust to this? What’s the new baseline for sharing and interaction? What are the ways we will be able to push beyond telling the same stories the same ways, and move into an entirely new and different way of experiencing music?

Apple announcements want to make you feel this way—like everything is possible because of a beautiful user interface. But… like I said, I’ve been in this industry for a lot of years. Nice interface can make a big difference, and a well-told story can shape a band’s identity.

So here we go! The next big thing.

Here’s the question for you--what do you want to see? How can I help the bands I work with share stories in a beautiful, engaging way? What am I missing? Where can I push next? This is the time to explore a new way of envisioning what’s possible.