Innovations in Music. 8 Key Elements and Their Application (Part I)

The title is a bit unconventional. This won’t be an ABC guide that, once read and applied, guarantees 100% success.

Originally, all 8 elements were about economics, business, company management. I thought, why not consider how these 8 elements might impact the music industry and artists themselves?

Innovations are, after all, the foundation of progress in any field, and music is no exception. That’s why in this article, I’m reflecting on how the eight key innovation elements, described by Marc de Jong, Nathan Marston, and Erik Roth in McKinsey Quarterly, can be applied to the world of music and the work of musicians. It’s almost like a conversation with myself.

Here’s how these principles can be used in a musical context, from the creative process to managing an artist’s career. These elements aren’t just for the artist and musicians. Their managers, fans, and close ones can also use them to reach the next level, to do something different, boldly and creatively. It doesn’t matter how others react or what they say—it’s not the right path. Sometimes we just need to follow our intuition and trust ourselves. And even if we make mistakes, we change direction and continue toward a new goal.

1. Aspire – Vision and Ambitions

In music, as in business, a long-term vision is a key catalyst for innovation. I can’t imagine a musician, artist, painter, or sculptor without a vision. I’m not talking about ambition, because that’s in the nature of all of us.

For a musician, this could mean setting ambitious artistic goals, like creating a new music genre or introducing innovative techniques in playing an instrument. The vision, however, must be realistic enough to inspire action today.

For example, throughout his career, David Bowie aimed to continuously transform his style and sound, which made him one of the most innovative figures in music history.

2. Choose – Selection and Filtering of Ideas

Music is a space where creativity knows no bounds. However, the key challenge is choosing which of countless ideas to bring to life. Musicians often have to decide which songs to develop and which to leave as sketches. Sometimes we are so emotionally attached to one thing or another that nothing else reaches us. We must look not just at individual trees but the entire forest. Therefore, it requires a broader, high-level view, not just a narrow focus.

While creating an album, artists like Radiohead make precise selections of tracks, carefully choosing those that best represent their artistic vision and have the potential to gain popularity.

3. Discover – Exploring New Paths

Innovations in music often require discovering new sounds and techniques that captivate listeners and create new musical categories. Artists can experiment with various styles, recording technologies, or even instruments from different cultures to create something unique. Am I an explorer? Am I not afraid to experiment? Without this, I won’t stand out in today’s world. But the experimentation must be mine. I cannot do anything that goes against my essence.

A great example is Björk Guðmundsdóttir—an Icelandic singer, songwriter, composer, actress, and music producer—who continually seeks new sounds, combining traditional instruments with modern technologies, allowing her to create exceptionally original music.

4. Evolve – Evolution of the Creative Model

Just as companies must evolve to adapt to changing market conditions, musicians must adapt their approach to creativity. In the digital era, traditional models of music distribution, like releasing albums on physical formats (CDs, vinyl records), have been replaced by streaming and social media.

Artists like Nine Inch Nails, an American industrial rock band, experiment with new distribution models, offering their music directly to fans online. This allows them greater control over their work and their relationship with their audience.

In this case, it’s worth considering the Web 3.0 direction in its best sense. This doesn’t mean that we should only choose this direction. Evolution doesn’t have to be a revolution. Evolution doesn’t have to cancel existing forms of recording and selling music. Evolution means expanding the field of reaching fans. And that happens across multiple areas. Utilizing available technologies allows for rising above traditional functioning spaces. Today, the world is a global village. We need to find our place in it.