What Will the 2020s Music Scene Look Like? A New Soundscape of 'Technology and People' Woven by AI, the Metaverse, and TikTok

The Achievements and Challenges Left Behind by the 'Streaming Revolution' of the 2010s

The emergence and widespread adoption of streaming services cannot be ignored when discussing the music scene of the 2010s. Platforms like Apple Music, Spotify, and AWA transformed music from a 'product' into a 'service.' An environment where tens of millions of songs are available for a flat monthly fee has dramatically changed how we encounter music, building an era where everything from past masterpieces to indie newcomers is presented on a level playing field.
The Maturation of the Streaming Market and the 'Next Move' in Sight
However, as we entered the 2020s, the streaming market reached a stage of maturity. With market shares becoming fixed in many regions, something more than just distributing songs is required to generate the next wave of explosive growth. That 'something' is technology that engages more deeply with the music experience itself, such as AI, the metaverse, and Web 3.0.
A Paradigm Shift in 'How Songs Become Hits' Due to the Rise of SNS Like TikTok
Furthermore, short-form video platforms like TikTok have been gaining momentum since the latter half of the 2010s. This has disrupted the power balance of existing radio and television programs, shifting the definition of a 'hit song' from mere playback counts to the intensity of user 'memeticization' (imitation and diffusion).
The music scene of the 2020s shows extremely unpredictable and exciting trends, with new technologies for creation and experience intricately intertwined on top of the foundation of 'distribution' provided by streaming.

Dramatic Evolution of the Creative Environment: New Music Born from the Coexistence of AI and Humans

One of the biggest changes in the 2020s is that AI (Artificial Intelligence) is deeply embedded in the music production process. AI is no longer a future technology; it is becoming a powerful 'co-creator' for today's creators.
Commoditization of AI Composition Software: Will the Barrier to Creativity Lower?
AI composition tools, which were once only usable by a few experts, have now evolved to an astonishing degree. It is not uncommon for AI to instantly generate demo tracks simply by having the user input the desired emotion, genre, or chord progression. As a result, the barrier to music production has dropped dramatically, and we have entered an era where anyone can create a 'prototype' without knowledge of music theory.
Human-AI Collaboration: The Role AI Plays from Demo Production Support to Professional Final Finishing
Even in professional settings, AI is enabling time savings and creative experimentation. For example, services where AI automatically suggests the optimal balance in acoustic processing, such as mixing and mastering, have already become established. Additionally, a collaborative style is becoming mainstream where artists leave repetitive parts that tend to be manual labor, such as basslines and drum patterns, to AI, while focusing on the 'core parts that only humans can create,' such as melodies and lyrics.
The Potential of AI Voice and Sound Cloning as 'Post-Sampling'
Even more controversial is sound cloning technology that reproduces the singing voice or performance of a specific artist. This is not just an effect; it allows AI to 'learn' a voice and make it sing new melodies. While issues regarding copyright and artist identity remain, the 'post-sampling' era, where AI reconstructs past sound sources in new contexts, is about to begin.

Innovation in Music Experience: How the Metaverse and Web 3.0 Are Changing Live Performances and Fan Communities

The music experience is also being freed from physical constraints. Two technologies characterize the 2020s: the metaverse and Web 3.0.
The Growing Presence of Virtual Artists and New Forms of 'Oshi-katsu' (Fan Support)
Metaverse concerts by artists held on platforms like Fortnite and Roblox are different from simple streaming. The experience of tens of thousands of avatars gathering and special effects being triggered in a virtual space in sync with the music creates a different kind of excitement than a physical concert.
And the presence of virtual artists (such as VTubers) active in that space is also increasing. They are always close to their fans, presenting a new form of 'Oshi-katsu.' It has become an era where listeners don't just listen to music, but participate in live performances as avatars and 'experience music' as members of an artist's community.
Web 3.0 and NFTs (Non-Fungible Tokens): Transforming Revenue Models for Artists
The concepts of Web 3.0 and NFTs (Non-Fungible Tokens) are attracting attention from artists and industry professionals who have doubts about streaming revenue distribution. NFTs are a technology that gives digital data a unique certificate, and there is a movement to establish direct revenue models that do not involve intermediaries by selling songs, concert tickets, and limited-edition merchandise through them.
This holds the potential for new, sustainable creative activities, as artists connect directly with their communities and fans become 'supporters and collectors' rather than just listeners.
From 'Ownership' to 'Participation' in Music: The Evolution of Interactive Listening Experiences
NFTs and the metaverse transform the music experience from 'ownership' to 'participation.' Fans are beginning to demand interactive ways of engaging, such as not only owning limited sound sources but also participating in the music production process through voting or controlling live performance effects with their avatars.

Reconstructing the Laws of Hits: Short-Form Video Platforms and Global Expansion

In the 2020s, the 'spark' for a song is undoubtedly a short-form video platform, represented by TikTok.
The Acceleration of 'Hook' Supremacy: An Era Where Intros and Specific Phrases Are More Important Than Choruses
Songs that go viral on TikTok do not necessarily have catchy choruses. What matters is a powerful 'hook' in the first few seconds that functions as background sound for a video. The value of 'short phrases' that function in specific contexts—such as dance challenges, background music for vlogs, or the 'punchline' of comedy videos—has increased dramatically.
This is accelerating a kind of 'hook' supremacy, where momentary impact and utility are prioritized over the aesthetic composition of the song as a whole.
From Playlists to SNS: Global Hits Created by Algorithms and Human 'Passion'
In the streaming era, being selected for major playlists was the royal road to a hit. However, today, SNS algorithms and the 'passion' of users who react to them are paramount.
When a video goes viral on TikTok, the song spreads instantly across borders. This mechanism has created opportunities for K-pop, as well as Latin, Afrobeat, and even local Japanese artists' songs, to become global hits all at once.
K-Pop/J-Pop/Afrobeat... Market Trends Where 'Local' and 'Global' Merge
This trend is encouraging the diversification of the music market. TikTok has liberated music that was confined to specific cultural spheres, creating a foundation for listeners to accept diverse music where 'local' and 'global' are blended. The 2020s will be an era where music from diverse cultural spheres influences each other and continues to create new genres.

The 'Human Sound' Resonating Amidst Rapid Change

Artists who make the most of the benefits of technology and connect deeply with listeners will win.
AI composition, metaverse concerts, NFTs... the technologies sweeping the music scene of the 2020s are too numerous to list. However, these technologies are merely 'tools' to respond to human creative desire and the universal desire of listeners to 'be moved' and 'connect with someone.' No matter how much technology evolves, it is still human creativity that produces melodies that resonate in listeners' hearts and lyrics that stir emotions.

The music scene of the 2020s will be the most exciting era, where the evolution of technology and the universal human desire to 'be moved' clash.
Artists who do not reject technology, but rather maximize its benefits, pursue new methods of expression, and connect deeply and directly with their fan communities will lead this era of rapid change. The 2020s are shaping up to be the most exciting era in history, where everything about how music is made, delivered, and enjoyed is being redefined.