As technology has developed in the music industry, artists have taken it as a chance to develop the music experience along with it. Playlists dominate streaming platforms, and it can be said that as our attention spans reduce, artists have to adjust and reinvent how the fans receive their music. No longer do they just listen to albums; they experience them, whether that is through sound, animation, or interactive designs. This evolution marks a new phase in the music industry and how fans connect with music and artists.
The New Era of Interactive Listening
Technology has transformed industries, with the entertainment sector changing because of it. While we are seeing artists turn to different ways to deliver albums and music to keep fans engaged, the same logic can be seen in other forms of entertainment. Take for example iGaming innovations like Betfair’s Prize Pinball, in which players return for daily free spins. Users can launch the ball into a virtual pinball machine, which may trigger a prize. The simple, arcade-style game makes the interaction feel rewarding, much like how musicians are leveraging technology to create deeper, consistent engagement.
We have seen this with Beyoncé’s Lemonade, which was more of a cinematic event than an album, as with Childish Gambino’s Because the Internet, which came with a screenplay and visual concepts. Other artists have tried motion capture, which can merge the world of live performance and digital. The listener becomes part of the artist’s world, creating that deep connection.
Music as a Visual Language
There is nothing new about fusing visual and sound, but technology has given artists more freedom and creativity to try new ideas. These projects can create a more instantly memorable product and one that can improve the fan experience. Björk’s Biophilia (2011) was a pioneer in this aspect when it was released as a suite of apps that let users manipulate musical structures with touch. It’s an idea that still sounds futuristic a decade and a half later.
The Weeknd’s Dawn FM blurred the lines too between retro visuals and performance art, with a story that took place across platforms. While Christine and the Queens released PARANOÏA, ANGELS, TRUE LOVE as a theatrical trilogy, it felt more cinema than music. It’s projects like these that push the boundaries and make artists rethink what is possible.
Technology as a Creative Canvas
Artists now embrace new technology as both a brush and a canvas. Travis Scott turned a gaming experience into a music one with their Fortnite concert, viewed by over 12 million people. Meanwhile, Grimes’ AI-powered voice tool, Endless, allowed fans to remix her work collaboratively. These examples highlight the cultural shift in music, with musicians embracing the chance to allow fans to feel part of their work and even create new work. It takes bravery, which is a hallmark of artists, and with advances like AR and VR, it is expected we will see even more of this effect on the industry.
The audio-visual music world is all about connection. Digital tools are being used effectively to create even more fan connection, and one thing is clear: there is yet more evolution to take place as artists continue to experiment.
