Global Trends in Music: SONGLENS’ Insight into the Next Wave
As the music industry evolves, we witness an exciting shift towards greater global and regional diversity, championed by streaming platforms and the strategic investment of labels. This era of “glocalisation,” where global and local sounds converge, is reshaping the landscape and challenging the homogenization concerns of digital platforms. At SONGLENS, we stand at the forefront, elevating these early-stage discoveries and championing music that precedes mainstream recognition.
The rise of tech-driven superfandom is central to this evolution. K-Pop’s global domination, bolstered by platforms like Hybe’s Weverse, showcases how technology galvanizes fan engagement, setting a precedent for other genres. With the success of initiatives such as Netflix’s KPop Demon Hunters, it’s evident that multimedia collaborations amplify music’s reach. This dynamic is not isolated to South Korea. Hybe’s expansion into Latin America illustrates a successful transference of K-Pop methodology, coinciding with record-breaking revenues for Latin music, as evidenced by Mexico’s emergence as a significant global market. Amazon Music and Spotify’s staggering streaming increases in Música Mexicana underline this trend.
Afrobeats from Nigeria continues to make strides globally, reinforced by strategic partnerships such as YG Plus’s collaboration with Boomplay. This cross-global synergy exemplifies how African artists are not just exporting music but also building vital infrastructure for sustained success. With initiatives like Sony Music West Africa’s mentorship programs, the potential for Afrobeats is boundless, reflective of a holistic approach to nurturing talent.
Looking forward, regions such as India, China, and Japan are poised for global recognition. India’s burgeoning youthful demographic and rich musical heritage offer immense potential, though the transition from ad-supported services to paid subscriptions remains a hurdle. Yet, with nearly half of Indian artists’ royalties in 2024 coming from international sources, the promise is undeniable. China’s willingness to pay for streaming is unmatched, and with increasing western artist interactions, its market appears primed for rapid growth. Meanwhile, Japan steadily increases its international footprint, as seen with Spotify’s “Gacha Pop” initiative.
SONGLENS remains committed to curating and elevating these voices, fostering an environment where diversity and discovery thrive, ultimately positioning emerging music at the heart of the global conversation.
