Welcome Tech&Music, where we explore the intersections of music and technology and their impact on the music industry. Today’s blog gives us the opportunity to unpack some of these elements from a music professional, Michael Frick, who is a seasoned expert in music strategy, supervision and licensing, and has shaped music’s integration with technology and brand narratives.
A Little Backstory!
Frick was exposed to popular music from a young age. Later in his early teens, he began to DJ – which are two things that undoubtedly shaped his career and led to his success.
Working in the music industry for over 20 years, Frick has had the opportunity to watch how technology has advanced, helped, and changed music culture. Working closely with artists like Foster the People, Fitz and the Tantrums, Capital Cities, and more he has had the unique experience of watching these artists work alongside digital innovation. Now, let’s ask him a few questions:
Q: Looking ahead, what trends or innovations do you predict will shape the future of music and branding?
A: “It’s a lot to think about and digest, but it’s coming fast,” he said. “People will quickly become comfortable with AI, the metaverse, Web3, and tokenization of music.”
A great example he provided was set up as follows: Think of all the kids buying Robux and Vbux or whatever in-game currency there is, but imagine them buying music, their favorite artist skins, or virtual concert tickets to Bonaroo, Coachella, or Glastonbury. Brands are already in this space, too. Nike and Spotify are in Roblox, for instance, and Grammy Award Winner Billie Eilish is the latest skin in Fortnight.
Music and branding are set to evolve, emphasizing a digital-first approach that aligns with the interests and habits of modern consumers, especially younger demographics who are native to these digital environments.
Q: Can you share how technology has influenced your strategy in music licensing and partnerships?
A: “Before TikTok, Soundcloud, Facebook, Instagram, and Spotify, I was one of the first independent music companies producing music for TV commercials to have a music distribution deal directly to Apple. To me, this was an opportunity to serve my advertising and brand clients and I would offer to release our music composition or song from the Ad in real-time with an Ad campaign,” Frick shared.
The first song they released was for the launch of the iPod Nano, by an intern named Jimmy Napes. Jimmy ended up finding Sam Smith, and together has won a Golden Globe, Grammy and Academy Award with Sam Smith. Frick mentioned doing this several times, but it took about 10 years for the trend of releasing a song in conjunction with an Ad, to catch on.
Q: How have you seen technology transform the music industry, especially in terms of artist-brand collaborations?
A: “There are quite a few, TikTok’s hashtag challenges for instance, or the brand-funded, E-Sports, Fortnight and Roblox concerts… but I’d say live-streaming concerts via YouTube, Instagram, TikTok or Twitch are easy ways for brands and bands to partner. It’s a perfect fit, as the brand wants to look cool to a certain audience or market segment, and an artist wants to reach new fans while their label wants more streams.”
This method serves the interests of record labels, which benefit from increased streaming numbers and the broader dissemination of their artists’ music. This strategy reflects a shift from passive consumerism to active engagement, where fans are not just observers but participants in the music experience.
A Final Word
Through Frick’s extensive background in the music industry, he is among those uniquely positioned to witness and influence the integration of music with all of the cutting-edge technology there is. His work in syncing music releases with advertising campaigns, starting with the iPod Nano Launch, showcases the forward-thinking approach that has become an industry standard.
The landscape of music and technology will never stop evolving, and anyone who feels a deep connection to music could help shape its next big breakthrough. As this week’s blog comes to a close, I encourage you to discuss and learn more about the future of music’s culture through technology. How do you see these technological advancements influencing your experience of music?
To learn even more about Frick’s experience, click here!
Lexi Frick 
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