Last week, Universal Music Group’s family of artists and labels took over Antone’s nightclub during SXSW 2017.
This 3-day showcase included more than 30 lives performances, along with exclusive retail experiences by Bravado, and breakfast conversations with industry leaders and entrepreneurs in music and technology.
We stopped in to check out the champagne breakfast conversation on Thursday, March 16, surrounding the future of high-res audio. Music and technology innovators alike came together to explore and experience these exciting new products and digital services. The goal of these new products and services is to provide music fans with audio as if it was recorded in the studio.
I had the opportunity to personally try the latest Sony over-the-ear, hi-res audio headphones before the panel discussion. The sound experience was beyond incredible; however, the big question surrounding the audio conversation was if millennials value studio-quality, on-the-go headphones enough to pay for them. After some discussion, most of the speakers were in agreement that in order to convert young people into true believers of the future of sound, there was one necessary ingredient: influencers.
A few of the panelists involved in the discussion included Marc Finer, Sr. Director of Digital Entertainment; Ty Roberts, Chief Technology Officer of Universal Music Group; Mike Jbara, Chief Executive Office of MQA Ltd.; and Serge Durand, A&R at Priority Records.
In terms of aesthetics, everything from the space to the artwork had a similar, colorful feel. Jen Stark, a contemporary Los Angeles-based artist, whose work has been exhibited globally and is included in the Smithsonian American Art Museum’s Permanent Collection, was commissioned by UMG to design all of the event’s artwork and branding, from the invite and website, to the signage and displays at the venue.
Overall, Universal Music Group delivered an engaging and unique experience during their time at SXSW and led the conversations surrounding the future of music, keeping them as the music experts on top.
