Technology making music artists more independent, says A1’s Christian Ingrebrigtsen

A1’s Christian Ingebrigtsen

A1’s Christian Ingebrigtsen said that the emergence of music streaming and other digital platforms has compelled music artists to become more technologically savvy and adaptable—on top of being able to produce good material.

“The competition for attention is greater than ever on social media and in media in general, stressing the need to not just create good music, but also to navigate the world of multimedia, social media and streaming services,” he told the Inquirer.

Shift

The Norwegian singer-songwriter added that he started to feel this shift in the music industry after the boy band’s prime in the 2000s.

“The time after the band was one of great change to the music business at large, with the emergence of streaming services like Spotify, Apple Music, YouTube, etc.,” he pointed out. “This helped artists become much more independent, having to learn more about the business to be able to survive.”—ALLAN POLICARPIO