The biggest challenge for music right now isn’t trying to figure out how to pay artists more per stream.

It’s finding ways to get the public at large to care about music again…

Reducing the time music spends SUPPLEMENTING our lives and increasing how much it is a PART of our lives.

Streaming, playlists, social media, mobile technology — all of which have advanced the exposure of more music to more people — have also relegated it to mostly background noise of our day-to-day lives.

When was the last time you sat down and just… listened?

I’m just as guilty as anyone, but this morning I woke up early to sit down, close my eyes, and listen.

I listened to a piece of music that I’ve technically heard dozens of times already, but let me tell you, I heard it in a whole new way.

Sounds I didn’t recognize before, emotions I’d not yet felt, and meaning I was only able to interpret through focused listening of the material and the artist’s message.

When an artist creates, they give their work undivided attention.

It’s amazing what happens when we do the same.

Of course music means different things to different people, but perhaps it’s all in the presentation?

Maybe we (i.e. the masses) could benefit from having music RE-introduced to our lives — with an emphasis on dedicated listening, art, interpretation, meaning, etc. as opposed to convenience and accessibility.

Maybe then the relationship between artists and their audience will deepen through context. Maybe then, casual listeners can turn into dedicated fans once they’ve interpreted something of more inherent value? Which I’d imagine would lead to increased profits for the artists — not reliant on streaming services, media companies, etc.

Those are merely vehicles; vehicles that BEGIN the artist discovery process — by offering the audio component.

Then what?

I don’t have the answers on how and what we do (I’m working on it)… but I am starting with why.