At SXSW, Industry Leaders Break Down the Future of Music Monetization

At the 2024 SXSW festival, a group of industry insiders gathered for a timely conversation on the evolving role of technology in reshaping the music business. The session, titled "How Tech is Optimizing Monetization in the Music Industry," brought together several voices from across the music-tech landscape: Tanya Lawson, Global Head of Music and Culture at Logitech; David Marcus, EVP of Global Music at Ticketmaster; former artist manager and now music-tech innovator Jack Harlow (not the rapper); and Will Page, the former Chief Economist at Spotify and author of Tarzan Economics. The panel was moderated by Emily White, a longtime music manager and founder of the #iVoted initiative.

What emerged was a nuanced look at how artists, platforms, and tech companies are developing smarter, more equitable ways to drive revenue in an era where the definition of music consumption continues to shift.

Breaking the “Streaming Ceiling”

Much of the conversation centered around the elephant in the room: the streaming economy. While platforms like Spotify and Apple Music have become household names and essential discovery tools, many artists continue to feel the strain of low per-stream payouts. Will Page, who had a front-row seat to Spotify’s internal data for years, pointed out that while streaming has undeniably democratized access to music, it hasn’t always translated to sustainable income for creators.

“It's important to look at streaming as a replacement for piracy,” Page said. “We solved the piracy problem, but we didn't solve the revenue problem for all artists.”

Page advocated for a more layered approach to monetization, where streaming acts as a foundation—but not the sole revenue source. In his view, the most resilient artists are treating platforms like Spotify as entry points rather than destinations. “It’s about using the streaming platform to lead fans to higher value opportunities,” he said.

The “Funnel” Mindset

Tanya Lawson echoed this sentiment, leaning into the idea of a monetization funnel. From Logitech’s vantage point—where music intersects with tech hardware and creator ecosystems—Lawson stressed that artists must diversify their income streams, whether through physical products, live events, or partnerships.

She broke down the funnel into three tiers: discovery, engagement, and monetization. At the top are platforms like TikTok and Instagram, which introduce artists to potential fans. The middle is where deeper engagement happens—whether through email newsletters, Discord communities, or fan clubs. The bottom is where the real money can be made, via ticket sales, exclusive merch drops, or NFTs.

“Not everyone will make it to the bottom of that funnel, but those who do are your super fans,” Lawson explained. “The idea is to create enough value along the way that it becomes worth it for them to support you directly.”

Live Events and Data Intelligence

David Marcus, whose role at Ticketmaster gives him a macro view of the live music economy, pointed out that live events are increasingly becoming a data-rich space for artists to better understand their fanbases—and monetize them more effectively.

“Ticketing is no longer just about selling a seat,” Marcus said. “It's about capturing intent, identifying demand signals, and creating tiered experiences that go beyond just the show.”

He referenced the shift toward dynamic pricing and premium packages, which have drawn criticism from fans for being exclusionary but can also be tools for artists to offset revenue gaps elsewhere. According to Marcus, the key is transparency and communication. “When fans understand where the money is going and why a certain experience costs more, there’s less friction.”

Marcus also stressed the importance of ownership over fan data. With so many ticket sales happening through third parties, artists often lack access to the emails, locations, and preferences of the very people attending their shows. “First-party data is gold,” he said. “If you don't own your audience, someone else does—and that someone is likely monetizing them in ways that don’t benefit you.”

Tech’s Role in Empowerment, Not Just Efficiency

While much of the conversation focused on financial optimization, the panelists also emphasized the deeper role of technology in empowering artists—not just to earn more, but to do so on their own terms.

Jack Harlow, who transitioned from managing emerging indie acts to building tools for them, noted that creators today have more leverage than ever before—but only if they understand the tools at their disposal. “There’s a knowledge gap that’s holding people back,” he said. “It’s not just about using platforms. It’s about understanding how to own your rights, structure your contracts, and analyze your own data.”

Harlow argued that music-tech companies should be in the business of artist education, not just automation. To that end, his company recently launched a dashboard that pulls in data from multiple sources—streaming platforms, merch stores, touring partners—to give artists a clearer picture of where their money is coming from.

“Knowledge is power,” he said. “And power leads to better deals, smarter decisions, and ultimately, more control.”

The Future Is Fan-Centric

Perhaps the most compelling takeaway from the session was the idea that the future of music monetization is not just about tech—it’s about people. Fans, particularly the die-hards, are more willing than ever to support artists directly, whether through Patreon, Bandcamp, private livestreams, or even blockchain-based platforms.

The trick, as Emily White put it, is to meet them where they are and offer experiences that feel personal. “The days of the mass-market superstar are fading,” she said. “What’s rising in its place are communities—tight-knit, passionate, and willing to support artists not because they’re famous, but because they’re connected.”

This sentiment was echoed across the board. Whether it’s leveraging Discord to build fan engagement, using Shopify integrations to sell limited merch drops, or experimenting with tokenized access to private concerts, the modern artist toolbox is vast. But it all starts with a fan who cares.

Beyond the Buzzwords

Toward the end of the session, a question came from the audience: How do you cut through the hype? With so much noise around AI, Web3, NFTs, and new platforms cropping up by the week, how does an artist choose the right tech without getting overwhelmed?

The panel’s answer was refreshingly grounded. Start simple. Understand your audience. Test, learn, and adjust. Lawson emphasized that monetization doesn’t require chasing every new trend—it requires understanding your value and knowing how to package it.

“Not every artist needs to mint an NFT or build a metaverse experience,” she said. “But every artist needs to know who their fans are, what they want, and how to deliver it.”