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Today, with the cost of creating content being close to zero, people can share an incredible amount of content


Spotify CEO, Daniel Ek

Daniel Ek's Tweet perfectly summarizes the problem

Music has become a Commodity

To people like Daniel Ek, music is "content", the output of a process. As Abraham Maslow said “If the only tool you have is a hammer, you tend to see every problem as a nail.”  Tech companies see a process as something to be made more efficient, cost-effective, easy to learn, all for the sake of profitability.

What is a Commodity?

A product that lacks differentiating value, cheap to produce, and easy to replace. Digital tools and artificial intelligence allow for the mass production of music, often prioritizing convenience and speed over artistic expression and uniqueness, thus undermining the intrinsic value of music as an art form.

When everyone is super, no one will be.


Syndrome from the Pixar movie The Incredibles

A Dangerous Narrative

Artificial intelligence and digital recording tools have created the narrative that learning an instrument or understanding music is unnecessary since digital tools enable similar and acceptable results with ease. Now, anyone can be a songwriter with little investment of time or money! Furthermore, the rise of AI in music creation poses the risk of eliminating the human-to-human connection that is central to the musical experience.

Challenges Faced by Today’s Musician

Lost In The Crowd:

With 100,000 new singles released every day, it’s increasingly difficult for both new and legacy musicians to stand out.

Lower Financial Returns from Streaming:

Despite social media and various web platforms offering access to a worldwide audience, streaming behavior among consumers leads to much lower financial returns for artists.

Short Attention Spans and Low-Cost Expectations:

Music consumers have shorter attention spans and expect ubiquitous access to music, often preferring cheap or free options subsidized by advertisements.

Limited Channels for Legacy Artists:

Legacy artists struggle to find platforms for their new music as mainstream channels don’t play classic artists and classic rock channels don’t play new music.

We Work With Musicians

Legacy

Being labeled "Classic" or "Legacy" signifies that your music holds social and generational significance. However, it can also stereotype and limit your ability to create, promote, and connect new music with current and potential fans.

Emerging

"Emerging" artists bring fresh perspective into the market. However, building a strong connection with new fans can be challenging. FM2.0 works with emerging bands to help tell their story in engaging and creative ways.

Indie

Not all bands can claim the legacy of a "classic rock" band, yet some surpass the label of "emerging artist." These bands have produced multiple albums, built a dedicated fan base over the years, and achieved success without the backing of a major label.

How We Serve The Artist

Strive for a deep transformative connection with an audience

In all industries, consumers are being pushed into shallow, transactional relationships that lack depth and longevity. We believe that three key elements are essential for fostering a transformational connection between artists and their audiences.

Play It

Talk About It

Talk About It

At its core, music needs to be played regularly, not sporadically. It should be integrated into a consistent rotation, allowing it to be featured alongside a diverse mix of other music. This ensures continuous exposure and a dynamic listening experience that highlights its uniqueness while connecting it with a broader musical landscape. To this end we offer FM2.0 Digital Radio  

Talk About It

Talk About It

Talk About It

Playing the music is just the beginning; it alone isn't enough to forge a deep connection with the audience. Listeners need opportunities to relate to and connect with the artist. This means the music, the artist, and their story must be discussed, whether in brief 45-second breaks on FM2.0 Radio or in longer segments produced for FM2.0TV and social media.

Experience it

Talk About It

Experience it

For a deep connection to occur, music must become part of the listener's life, intertwined with their activities and memories. Whether through FM2.0 Radio, FM2.0 TV, social media, or live listening events with moderated discussions about the artist and their story, our goal is to create opportunities for lasting memories to form.

Music can change the world because it can change people.’


Bono

EVERYTHING WE DO IS TO ENSURE MUSIC REMAINS AN ART, NOT A COMMODITY

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