midemblog: What are the best things about your job, and what have been your career highlights to date?
Yvan Boudillet: I feel lucky to evolve professionally at the crossroads of creativity & innovation for more than 15 years. Working now as an entrepreneur with creative startups is a unique source of energy & humility.
Digital and consumer strategy is like a marathon. You rarely get your moment of grace, but you measure the importance of the journey when you change perspective. So I would say that my professional highlight is the recent transition from my major years to the launch of my own tech-friendly venture, with TheLynk.
> What advice would you give to people looking to start working in the music industry today?
Be as curious about models & creative technology driven by usage as you are passionate about being part of the artist’s behind-the-scenes magic.
> What do you predict will be the key trends for music consumption and marketing in 2017?
It’s no surprise to say that playlists are reshaping music consumption, and that they have become an obsession for most people in the industry. Part of the answer might come from programmatic advertising and influence marketing which will be some major topics for music marketers this year.
> What is the one innovation that we should be the most excited about?
Disruptive technologies like VR or blockchain are about to rock the overall music experience; but the hottest innovation to me is Artificial Intelligence applied to music discovery & recommendation. Emerging from the crowd is a vital challenge for artists, and curation tends to be the fuel for music platforms. In this context, finding the right mix of human- / social- / AI-powered prescription becomes the new grail, with brilliant examples of Frenchtech startups like Elise & Niland (which was recently acquired by Spotify) exploring these fields.
> And what do you think are the biggest challenges facing the music industry this year?
Short term this year, the biggest challenge for the industry is to consolidate the ecosystem balance led by streaming growth, and bring back trust beyond value gap & transparency issues, which is the prerequisite for unleashing creativity and innovation. In the mid-long term, an essential challenge will be to reinvent the role of managers / labels / live producers as a ‘service’ to artists, or even platforms, with the growing data-driven capacity to operate synergies between each of those players working hard to enhance the connection between artists & fans.
This is the latest in a series of posts from key industry influencers from the world over, whom you’ll be able to meet at Midem 2017. More soon!