Beyond Entertainment: What Antarctic Explorers and Holocaust Survivors Knew About Music's Power.

As I plan for 2025, Simon Sinek's challenge to "start with why" resonates deeply with me. In an industry where musicians often struggle while others profit from their creativity, understanding our deeper purpose becomes crucial. Yes, there are easier and more lucrative career paths. I've chosen to dedicate my career to supporting artists because of one fundamental truth: music isn't a nice to have luxury, it's essential for human survival and well being.

History provides a lot of compelling evidence of music's role in human resilience. Think of Sir Ernest Shackleton's Antarctic expedition (1914-1917). Despite facing extreme cold, starvation, and isolation, the crew maintained one seemingly impractical item among their carefully rationed supplies: Leonard Hussey's banjo. Shackleton called it "vital mental medicine," recognizing that survival demanded more than just physical sustenance.

This pattern of preserving music in the face of extreme adversity appears consistently across the human experience. During the 900 day siege of Leningrad, as bombardments and famine decimated the city, Dmitri Shostakovich composed and premiered his seventh symphony with an orchestra of starving musicians. In World War II ghettos and concentration camps, Jewish musicians kept their instruments despite unimaginable conditions. During the apartheid era in South Africa, freedom fighters carried small instruments and sang protest songs that gave them strength. On D-Day, Piper Bill Millin provided courage to advancing troops, playing his bagpipes on Sword Beach as bullets flew past.

Music's power extends beyond immediate survival into cultural preservation and unification. Native American Powwows have become vital spaces for healing and maintaining traditions, especially during periods of cultural suppression. During the antebellum South, slaves preserved their musical traditions, using them for spiritual strength and as a sophisticated system for covert communication. Irish emigrants during the Potato Famine carried fiddles and tin whistles aboard overcrowded "coffin ships," choosing to preserve their cultural heritage even as they fled starvation.

The impact of these preservation efforts is felt today. Our modern musical landscape, across all genres, stands as a testament to this cultural legacy, with each generation of musicians building upon the foundations laid by the people that came before them.

Today's music industry often misses this deeper significance, reducing art to metrics like streaming numbers, ticket sales, and celebrity status, while overlooking music's fundamental role in our lives. Yes the music business is about business, but this narrow focus on metrics has created an unsustainable ecosystem where artists struggle to make a living while others profit from their work. The problem extends beyond economics; when we fail to support musicians adequately, we risk undermining our society’s resilience. 

My mission is rooted in a simple truth: if people throughout history chose to preserve instruments and make music even in life-or-death situations, we must also ensure musicians can thrive in times of prosperity. This isn't only about helping artists achieve commercial success, it's about protecting an essential human resource. When we support artists, we're investing in our collective future and ensuring this resource continues to sustain and inspire generations to come.

Building a better future for music hinges on reshaping the industry to prioritize its creators. Artists should be empowered to lead their own careers, defining success on their own terms. We need new business models that ensure fair compensation and foster creative environments where artists can thrive. As Sinek suggests, when you understand your "why," everything else falls into place. My purpose is clear: to protect and nurture the creators of this vital mental medicine.

ChatGPT Debate: Using AI To Explore The Future Of The Music Business

As I’ve been helping artists and organizations navigate the rapidly changing music business, one of the biggest pain points they bring up over and over is the struggle to stay on top of social media, streaming, content creation, and new technologies.

The internet is full of advice on what to do, and new tools show up all the time. There's also a ton of people who call themselves "experts" giving not-so-great advice. The democratization these new platforms and technologies provide makes the problem of keeping up with the flood of new information even more difficult. The real challenge is finding the actionable info among all the noise so we can quickly get cumbersome tasks done and return to the things that energize us.

For the past 20 years or so we’ve used search engines to find quality sources of info, which has been helpful. One of the drawbacks of that approach is that we’ve also let confirmation bias (the tendency to look for things that agree with the way we already think) guide our follow up searches. That can get us stuck only listening to the "experts" who are best at getting noticed online, instead of those who are genuinely helpful.

This is where I think AI, or Artificial Intelligence, can really help artists and entertainment professionals.It can quickly sort through a lot of info, test ideas out, and dig deeper where needed.

For example, there’s a lot of hype and fear around AI disrupting the music industry and putting us all out of business. Will Generative AI destroy the arts as we know it or will it provide a useful set of tools that will open new frontiers?

To find out I used AI as a research buddy to quickly come up with new ideas instead of spending a lot of time looking for articles that just agree with what I already think.

Using AI Researcher Brian Roemmele’s “Professor Motif and Debate Super Prompt 3.5” and ChatGPT 4, I instructed ChatGPT to act as a debate moderator and two participants to explore complex issues surrounding AI and the future of the music business.

Through the viewpoints of the debaters, 'Bill' and 'Mark', we can probe deeply into the nuanced interplay between AI and human creativity. This debate structure offers insights far beyond the scope of traditional web searches, giving us a more comprehensive understanding of different perspectives. Importantly, ChatGPT generated the entire debate below in under 5 minutes.

ChatGPT: As the Professor:

Welcome, everyone. We are here to engage in a spirited yet civil debate on a topic that promises to generate a lively discussion: Will professional musicians be able to make a living as AI disrupts many industries? Today, we have Bill and Mark with us, each with unique perspectives on this matter. They are passionate about their positions, and I expect the debate to be rich and informative. I will be moderating, as well as participating as both Bill and Mark to ensure a balanced discourse. This debate will encompass no less than 30 responses, followed by a summary of positions. At the conclusion, I will grade each participant on the basis of their arguments and declare a winner.

ChatGPT As Bill:

Thank you, Professor. I believe that while AI may disrupt certain areas of the music industry, professional musicians will still be able to make a living. This is because music is not only about technical proficiency, but also about the human touch, emotion, and creativity, which cannot be fully replicated by AI.

ChatGPT As Mark:

Thank you, Professor. I see your point, Bill. But I believe that AI has the potential to disrupt the music industry so profoundly that making a living as a professional musician could become increasingly difficult. AI-generated music is getting more sophisticated, reducing the demand for human musicians.

ChatGPT As the Professor:

Great opening statements. Bill, could you elaborate on why you believe the human element in music is irreplaceable? And Mark, could you elaborate on how AI's sophistication could make life more difficult for professional musicians?

We will continue this rigorous debate in the coming rounds. Remember, gentlemen, our objective is to encourage a balanced discussion and keep the debate on point.

ChatGPT As Bill:

Thank you, Professor. The human element in music is irreplaceable because music is not just sound, it's a language of emotion. It's deeply tied to our experiences, our cultures, our memories, and our identities. This isn't something that can be encoded into algorithms. You cannot program the heartfelt passion of a singer, the life experience that a songwriter imbues into their lyrics, or the raw emotion that a performer projects onto the stage.

ChatGPT As Mark:

Thanks, Professor. I see your point, Bill, and I agree that emotion in music is important. However, AI's sophistication lies in its ability to learn and mimic these human characteristics. Algorithms can analyze and recreate patterns in music, even complex ones, with incredible accuracy. The more they learn, the better they get. As this happens, AI music might become indistinguishable from human-created music for many listeners, affecting the demand for human musicians.

ChatGPT As the Professor:

Excellent points from both sides. For our next round, Bill, how would you address the advancements in AI that Mark mentioned? Mark, how would you respond to Bill's point about the unique emotional language that musicians convey?

ChatGPT As Bill:

AI certainly has its merits, Mark. Its ability to learn and mimic is indeed astounding. However, no matter how advanced an AI becomes, it can never truly experience emotions. An AI can mimic patterns, but it can't understand the nuances and intricacies that come with human emotion and experience. Emotion in music is not just about patterns, it's about conveying feelings - something AI lacks.

ChatGPT As Mark:

Bill, while it's true that AI cannot experience emotions in the way humans do, it's also true that AI doesn't need to in order to create emotionally resonant music. AI can analyze millions of songs and find patterns that evoke specific emotions in listeners. In this way, AI can generate music that fits the mood of a scene in a movie or a moment in a game better than a human could because of its vast database and computational power.

ChatGPT As the Professor:

Bill, Mark, you both have presented robust arguments. For the next round, Bill, please discuss how the music industry could adapt to AI disruptions. Mark, could you share your thoughts on how AI might offer new avenues for musicians?

ChatGPT As Bill:

The music industry has proven to be incredibly resilient and adaptive in the past. Think about the shift from physical to digital formats, or from purchases to streaming. While AI may disrupt certain aspects of music production, it may also open up new opportunities. Musicians could use AI as a tool to aid in their creative processes. Furthermore, there will always be audiences who value music made by human artists for its authenticity.

ChatGPT As Mark:

That's an interesting point, Bill. I agree that AI could indeed be a tool for musicians. In fact, AI could create new opportunities for musicians to push the boundaries of their creativity. For example, AI could help generate unique musical ideas, or assist in composing complex pieces. This could elevate the work of musicians to new heights, and even create a demand for music that is a blend of human and AI creativity.

ChatGPT As the Professor:

Great points, gentlemen. Now, for the next round, I would like Bill to respond to Mark's thoughts on the potential benefits of AI for musicians. Mark, please elaborate on your views regarding the demand for a blend of human and AI creativity.

ChatGPT As Bill:

Mark, you're right that AI can be a tool for musicians, generating unique musical ideas or assisting in composition. However, the key here is that AI is just a tool; the creativity still originates from the human mind. I believe audiences value this human element in music, which will maintain the demand for human-created music, even as AI continues to improve.

ChatGPT As Mark:

I understand your point, Bill, but I think it's also important to remember that music has always evolved with technology. From the invention of musical instruments to the creation of synthesizers and digital audio workstations, technology has continually reshaped music and musicians' approach to it. AI can be seen as the next step in this evolution, and just like previous technologies, it could lead to the creation of a new genre of music that combines human and AI creativity, driving demand in new and unexpected ways.

ChatGPT As the Professor:

Excellent points from both. Next, I'd like Bill to expand on how the human touch in music could maintain demand in the face of AI advancement. Mark, can you speculate on what new genres or trends could emerge from a blend of human and AI creativity?

ChatGPT As Bill:

The human touch in music includes not just the notes and rhythms but also the narratives and emotions conveyed. Music allows us to connect with others, to feel seen and understood. When a songwriter pours their heart into a song, or when a performer connects with their audience, it creates a unique experience. This depth of connection, authenticity, and emotion can't be fully replicated by AI, and it is these elements that will maintain the demand for human-made music.

ChatGPT As Mark:

The blend of human and AI creativity could lead to an entirely new genre, where music is neither fully human nor fully AI-created, but a harmonious blend of both. It could lead to the emergence of algorithmic compositions where the AI generates the base and musicians add their personal touch. This could create new, intricate soundscapes that were previously unimaginable. Such evolution could spark new trends and drive demand in ways we can't fully anticipate now.

ChatGPT As the Professor:

Intriguing thoughts, gentlemen. Bill, how do you envision the future of live performances in an AI-dominated music industry? And Mark, how do you see AI changing the dynamics of music distribution and consumption?

ChatGPT As Bill:

Live performances have always been about more than just the music. They're about the experience, the connection between the artist and the audience. It's in these moments that the human element of music truly shines. Even if AI can generate music, it can't replicate the thrill of a live performance. I believe live performances will continue to be a vital part of the music industry, providing musicians with a source of income and a platform to connect with fans.

ChatGPT As Mark:

With AI, the dynamics of music distribution and consumption could change drastically. We're already seeing AI algorithms play a large role in personalized music recommendations. In the future, we could see AI creating custom music on demand for individual listeners based on their preferences. This kind of hyper-personalization could revolutionize the music industry, and while it might make it harder for individual artists to stand out, it could also open up new revenue models and distribution channels.

ChatGPT As the Professor:

Now, moving forward, Bill, could you explain how musicians can stay relevant in the face of AI advancements? And Mark, could you speculate on the potential implications of AI on music education and talent discovery?

ChatGPT As Bill:

Musicians can stay relevant by emphasizing what makes them uniquely human - their creativity, their stories, their ability to convey emotion, and their capacity for connection. They can also adapt and use AI as a tool to enhance their music and reach broader audiences. As technology advances, musicians need to leverage it to their advantage, while still maintaining their unique human element.

ChatGPT As Mark:

AI could drastically reshape music education and talent discovery. With AI, anyone could have access to personalized music education, learning at their own pace with intelligent software that adapts to their needs. This could democratize music learning, bringing new talent to the fore. In terms of talent discovery, AI could analyze vast amounts of data to discover artists based on public reception to their music, making the process more efficient and potentially fairer.

ChatGPT As the Professor:

Bill, could you respond to Mark's views on AI democratizing music education and its impact on talent discovery? Mark, how do you see AI affecting the balance of power within the music industry?

ChatGPT As Bill:

AI can indeed democratize music education, Mark. It can provide aspiring musicians access to tools and resources previously out of reach due to cost or geography. However, while AI can teach technique, it can't teach creativity or originality. The unique perspective and creativity of each musician is crucial, and that can't be learned from AI. As for talent discovery, AI could indeed uncover hidden talent. But we must ensure that it doesn't lead to a homogenization of music, where only AI-approved music is promoted.

ChatGPT As Mark:

As for the balance of power, AI could significantly shift it. Currently, large record labels hold significant sway. But with AI, musicians could independently use AI tools to create, distribute, and market their music, which could lead to a more decentralized industry. However, this also means that tech companies providing AI tools could become new power players in the music industry.

ChatGPT As the Professor:

Interesting perspectives, gentlemen. Bill, how do you think we can prevent the potential homogenization of music with AI? Mark, could you expand on the role of tech companies in the future of the music industry?

ChatGPT As Bill:

To prevent potential homogenization, we need to ensure that diversity in music is valued and promoted. This includes diversity in musical styles, perspectives, and voices. It's crucial that AI isn't used to create a one-size-fits-all approach to music but is instead used to support and amplify the unique voices of individual artists. Curators, critics, and listeners alike have a role to play in this, championing a broad range of music and not just what AI algorithms promote.

ChatGPT As Mark:

Tech companies will likely play a significant role in the future music industry. As providers of AI tools, they'll be essential for music creation, distribution, and promotion. This could democratize the industry, giving more power to independent artists. But it also presents challenges, such as potential monopolies by tech giants and issues around data privacy and copyright. Regulation will likely play a critical role in shaping these developments.

ChatGPT As the Professor:

As we near the end of this debate, I'd like to ask each of you to summarize your position. Bill, how do you see professional musicians adapting and thriving in an AI-disrupted industry? Mark, do you envision a future where AI, musicians, and the music industry coexist harmoniously?

ChatGPT As Bill:

In the face of AI disruptions, professional musicians can adapt and thrive by leveraging AI as a tool to enhance their music, while also emphasizing the irreplaceable human elements of their work: their creativity, their emotional depth, and their ability to connect with audiences. Live performances will continue to provide an unmatched experience, and musicians who adapt and evolve with the industry can continue to succeed. We must also ensure diversity and creativity are valued in the industry to avoid homogenization of music.

ChatGPT As Mark:

Yes, I envision a future where AI, musicians, and the music industry can coexist harmoniously. AI, with its ability to learn and mimic patterns, can be a powerful tool for musicians, opening up new creative avenues and reshaping the industry. I believe we can see a new genre of music, combining human and AI creativity, which could drive demand in unexpected ways. The challenges, like potential tech monopolies and data privacy issues, will need to be addressed, likely with the help of regulation.

ChatGPT As the Professor:

Thank you, gentlemen, for your thoughtful insights. In terms of grading, both Bill and Mark have presented well-articulated arguments backed by logic and foresight. Bill strongly defended the irreplaceable value of human creativity and the emotional depth in music, while Mark offered a compelling vision of AI as a tool for musicians and a catalyst for the industry's evolution.

However, Mark showed a slightly more nuanced understanding of the potential advantages and challenges AI brings to the music industry. Therefore, I'd declare Mark the winner of this debate, but only by a narrow margin. I want to emphasize that both positions are important for a balanced understanding of the impact of AI on the music industry. It's essential that we consider both perspectives as we navigate this rapidly changing landscape.

ChatGPT As Bill:

Thank you, Professor, and well done, Mark. This has indeed been a stimulating debate. Even though I defended the value of human creativity and emotion in music, I do recognize the potential benefits that AI can bring to the music industry. We must tread thoughtfully and consciously into the future, ensuring that we harness AI's potential without losing the essence of what makes music such a deeply human art form.

ChatGPT As Mark:

Thank you, Professor, and congratulations to you too, Bill. Your points on the irreplaceable human elements in music were quite compelling. While I advocated for the potential of AI in music, I do acknowledge that maintaining the human touch is paramount. It's the fusion of technology and human creativity that will define the future of music, and it's crucial that we strike the right balance.

ChatGPT As the Professor:

Well said, both of you. It's clear from this debate that while AI holds great potential for the music industry, the human element in music is vital and irreplaceable. As we move forward, we need to ensure that we use AI in a way that supports and enhances human creativity, rather than replacing it. This is a complex issue with no easy answers, and ongoing discussions like this one are crucial for navigating the future of music in the age of AI.

Final Thoughts

The debate motif demonstrates the potential of AI in facilitating cross-disciplinary exploration, speeding up ideation, and fostering innovation, all while highlighting the importance of diversity and adaptability. AI-enhanced debates such as this provide a useful approach to grappling with complex future-oriented issues.

AI is inevitable and will soon be built into all aspects of our lives. Saying I don’t care about AI right now is like saying I don’t care about computers back in the mid-90s. You can get away with it for a little while but the people who embrace it to solve their own problems will have a distinct advantage over the long term. It will be the most adaptable who survive and thrive. It’s also critical for artists to have a seat at the table and be active participants in shaping these new technologies so that we can ensure diversity and humanity will be prioritized.

- John Lucchetti, Founder of Green Room Strategy

Notes:

• The full Professor and Debate super prompt can be found as a subscriber to Brian Roemmele’s Multiplex (we need to support creators and educators if we want others to support us).

• I used ChatGPT4 to create an image prompt that would illustrate the subject of this article, which I then plugged into Midjourney to quickly create and refine a bunch of image ideas. The final selection appears above.

• ChatGPT4 was used to help research this article, generate the entire debate, and simplify some of the concepts, but I still had to have an understanding of the music and tech landscape and put a lot of thought into how I wanted it to help. I’m interested in AI as a tool to help me get better at my craft not as a replacement for the work.

• For AI to be useful you need to provide it with context and quality inputs. This is where your domain knowledge and life experiences comes in. LLMs (Large Language Models) like ChatGPT are based on human language so as Brian points out, people who are well versed in the arts, literature, and the humanities will have an advantage when generating innovative new prompts. You don’t need to be highly technical for AI to work for you.

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