DOWNLOAD: MUSIC FORWARD 2024

08 August, 2024

The Future of Music took place on stage at Rio Innovation Week
By Paulo Sattamini, Creative Director at Tecla Music

For the past three years, I, along with Chico Dub, have had the privilege of curating the music stage at Rio Innovation Week, the largest global innovation event. During this time, we have seen the event grow and consolidate, bringing together a vibrant space where music, technology and creativity meet.

Music Forward: Bridge between Present and Future

Introduction: For three years, I, alongside Chico Dub, have been curating the music stage at Rio Innovation Week, considered the largest global innovation event.

At the Music Forward, we bring together big names from the music industry and the market, including record labels, platforms, festivals, artists and more, to discuss the future of music.

Highlights of the 3rd Edition of Music Forward at Rio Innovation Week

With more than 30 contents presented and an audience of thousands of people, the Music Forward brought to the stage iconic names such as Nelson Motta, Roberta Medina, Little black boy from Serrinha, Kamilla Fialho, Little Pope, and Marcelo D2. This event has established itself as one of the biggest conferences on the future of music in Brazil, showing that music always moves forward.

We divide the future of music into four main tracks:

Creativity
Tech
Diversity
Connections

Creativity Track: The Engine of Musical Innovation

Creativity is the true engine that drives innovation in music and cultural events. Exploring new ideas, mixing genres and integrating different forms of media are essential practices for the evolution of music.

Nelson Motta highlighted the importance of continuous innovation, even after 60 years of career. He mentioned how emerging platforms, such as TikTok, are transforming music production and allowing artists of all generations to reinvent themselves.

Little black boy from Serrinha demonstrated how innovation in samba can coexist with its roots, promoting a creative fusion of rhythms that maintains authenticity while exploring new possibilities.

Marcelo D2 It is Luiza Machado discussed the “new traditional samba” movement and the importance of collaboration to creatively enrich the music scene. The beatmaker Little Pope emphasized creativity in rap production, showing how sonic innovation and the mixing of genres elevate Brazilian rap to the top of the charts.

Tech Track: Technology and Music in Harmony

On the technological trail, the journalist Bruno Christmas highlighted the opportunities that artificial intelligence (AI) offers for innovation in music. However, he also warned about the need for new precautions, such as:

Transparency and Ethics: Ensure that the use of AI is transparent, especially in the collection and use of data.
Preservation of Human Creativity: Use AI as a complementary tool to human creativity, not as a replacement.
Inclusion and Access: Ensure that technological innovations do not create barriers to the participation of different audiences.
Copyright: Clearly define authorship and rights to any AI-generated content to protect creators.

Diversity Track: Inclusion and Representation in Music

The commitment to representation grew even more in the curation of Music Forward. Guests addressed fundamental aspects of creative periphery, from gender equality to the appreciation of black culture.

Claudia Assef, of the Women's Music Event, discussed the challenges and strategies for achieving gender equity in music, pointing out that only 10% of music revenue goes to women.

Camila Zana, from the Billboard, presented the music magazine's case, showing how visibility is crucial to changing the scenario of inequality and promoting the work of women and trans people.

Pedro Tourinho, Secretary of Culture of Salvador, highlighted the repositioning of the city as “Salvador Capital Afro”, showing how investing in the appreciation of black culture promotes social justice and guarantees economic and cultural protagonism.

Connections Trail: Art, Industry and Authenticity

The intersection of art and industry is key to capturing the authenticity of local scenes and transforming them into global phenomena. Leila Oliveira, president of Warner Music, explained how the label is integrating talents on digital platforms, increasing visibility without diluting cultural identities.

Despite its challenges, the alternative scene continues to be a laboratory of experimentation for the industry, being the birthplace of new ideas and cultural movements. The mainstream, on the other hand, has the power to amplify these voices and transform trends into commercial successes.

The future of music depends on the balance between these poles, creating spaces for artists, producers and creators to thrive, from underground to mainstream.

Efficient Communication: OndaNews and Partnerships

To ensure that communication was clear and efficient during the event, we invested in a classic innovation: the OndaNews won a print edition in the newspaper, highlighting the Music Forward programming and our partners at Music Key. In addition, it was also a way to reinforce the connection between the digital and the physical, keeping communication clear and accessible for all participants.

This content is a “download” of what happened at Music Forward, with valuable insights for you to be more innovative in your daily life. If you want to know more, follow us on social media and stay up to date with the next editions at @musicforwardbrasil

None of these events would be possible without the hard work of a dedicated team. My special thanks go to Chico Dub, our master of ceremonies João Brasil, Amanda Corrêa in pre-production, and the entire team at Tecla Music, who made it possible to hold an event of this magnitude.

See you next time!