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With musical tastes changing constantly,
artists are becoming increasingly more versatile in an effort to stay relevant and have a career with longevity. Brands are leveraging their music accordingly. The only true genre trend in the music industry is that there are no trends. If anything, artists are experimenting more and more with the blending of genres, such as Pop-Country, Pop R&B, and Soul Indie Electro. This shift evolved through a decline in album sales, thereby compelling artists to blend genres in order to reach a more diverse audience and increase sales. As this trend develops, we believe that brands will source music that rebels against traditional genre restraints to en- gage with consumers on a deeper level. In recent years, audiences across all demo- graphics have prioritized discovery in their music-oriented lifestyles: the discovery of revolutionary songs, up-and-coming artists and on-the-cusp trends. As music begins to play a greater role in their marketing initiatives, brands will rapidly start to ca- pitalize on this market trend by incorpora- ting authentic, progressive music and join their consumers on the frontlines of music discovery. In 2015, we predict a return to live ins- trumentation as artists steer away from the electro fad towards producing orga- nic sounds and layering real instruments on top of electronic accompaniment. In tandem, brands will license music from artists that excel in this experimentation of genre-blending. The coming year will also witness brands partnering more with artists in newly generated touchpoints, such as music festivals and live activations. By Eric Sheinkop, MUSIC DEALERS - @ESheinkop 21