The Role of Brands in the Future of Media

Barriers that once existed between various media and creative industries like music, fashion, and film are now melting down, and this trend will only quicken in the future.

“Record labels are investing more in biopics and documentaries around their artists (e.g. "Bohemian Rhapsody"); gaming companies are partnering with artists on in-game musical concerts (e.g. Fortnite x Marshmello); major artists are running their own fashion houses (e.g. Rihanna x Fenty); some artists are even hosting their own cooking shows (e.g. "In the Mix with Matt FX).”  Cherie Hu

This is in large part due to the internet, which has allowed for unprecedented levels of collaboration and creativity.

One key trend that we are seeing is the blurring of lines between traditional media channels. For example, we are seeing more and more musicians working with fashion designers to create unique clothing lines. We are also seeing filmmakers teaming up with video game developers to create immersive experiences.

This trend is only going to continue in the future as the barriers between these industries continue to break down. We will see even more collaboration and creativity as different mediums continue to merge. Platforms like Amazon and Apple not only stream music, but finance and stream television shows and films (which, along with Netflix, are beginning to displace traditional studios). Cherie also spoke about new music brands that are breaking the mould of traditional major labels, melding various different areas of media and creative endeavours into a single brand of artistry.

“In my view, new music brands like 88rising, COLORS, Thrice Cooked Media, Lyrical Lemonade and Trap Nation that embrace diversification and border-blending will serve as a much more compelling blueprint for future music companies than any major label will.” 

This is an exciting time for the media and creative industries, and we can't wait to see what's next.