In this interview, you’ll find out:
AI, digitalisation and data are fundamentally transforming the events and music industries – and, with them, the roles within these sectors. At the same time, new technologies are opening up unprecedented opportunities for creativity, live experiences and communities. In this interview, Prof. Dr Agnes Schipanski explains which skills will be most important in the future and where the limits of AI lie. She discusses new career prospects, digital innovations and the future of the creative industries.
Professor Schipanski, the events and music industries have changed significantly in recent years. What role does artificial intelligence play in this?
Agnes Schipanski: Artificial intelligence is playing an increasingly significant role in the events and music industries, transforming not only the planning and execution of events but also the production, marketing and consumption of music. On the one hand, this development opens up opportunities; on the other, it also presents challenges. For instance, AI can make processes more efficient and faster, make the visitor experience more personalised and immersive, and take creativity to the next level. At the same time, it is important to use AI responsibly, whilst taking into account creativity, data protection, copyright and other legal frameworks.
Which developments are currently having a particularly significant impact on the industry?
Agnes Schipanski: The events and music industry is shaped by several key developments that influence both the visitor experience and the way organisers and artists work. Particularly noteworthy trends include: sustainable event design, hybrid and digital event concepts, personalisation of the visitor experience, and social media and content marketing. There is an ever-increasing focus on sustainable events. Organisers are therefore turning to environmentally friendly concepts such as reusable systems, climate-friendly transport, regional catering options and waste reduction.
Although in-person events are once again the norm, hybrid formats remain important. Live streams and digital offerings make it possible to reach people who are unable to attend in person. Personalised visitor experiences are centred on customer focus and satisfaction. The younger generation, in particular, wants individualised and more community-oriented formats that place greater emphasis on personal contact with the artist and their body of work.
Platforms such as Instagram, TikTok and YouTube have a significant influence on the music and events industry. They enable organisers to build reach, strengthen communities and promote events and artists in a targeted manner within a very short space of time. It is therefore essential for artist management, artists and event organisers alike not only to use social media, but also to understand its mechanisms and its potential for application.
How do today’s challenges differ from those of ten years ago?
Agnes Schipanski: Compared with ten years ago, the events and music industries have become more digital, fast-paced, personal and complex. In addition to traditional event organisation and detailed target audience analysis, companies today must successfully combine issues such as digitalisation, artificial intelligence, sustainability, rising costs and changing visitor expectations in order to remain competitive in the long term.
Where does AI open up new opportunities for artists, event organisers and music companies?
Agnes Schipanski: Artificial intelligence opens up numerous new opportunities for artists, event organisers and music companies. It helps to support creative processes, make workflows more efficient and target audiences more effectively.
Artists can use AI to receive suggestions for sounds and create them, or to receive support with mixing and mastering. When it comes to their fans, artists can use AI to analyse trends and gain a better understanding of which content or musical styles go down particularly well with their audience.
AI enables organisers to plan and run their events more efficiently. Examples include innovative concert formats with interactive lighting and stage shows, improved production of audio and video content, and the automation of routine tasks. AI can also be used to forecast attendance figures, adjust ticket prices, optimise staffing and security plans, and provide chatbots for customer service.
Music companies use AI, for example, for targeted data analysis. AI can be used to analyse streaming data, social media activity and sales figures, enabling an early response to trends. Based on this, AI helps in making decisions regarding artist promotion, tours or marketing strategies.
How are streaming platforms, social media and data-driven analytics changing the way artists and events are marketed?
Agnes Schipanski: Among other things, they enable more direct communication with the audience, a wider reach and more targeted marketing campaigns! Social media is used to engage directly with the community, provide behind-the-scenes insights and promote events in a targeted way. Furthermore, personalised recommendations and playlists on streaming platforms enable lesser-known artists or newcomers to reach a large audience. At the same time, streaming services provide valuable data on listening behaviour, target audiences and musical preferences. For artists and music labels, however, this also means constantly producing content and adapting to ranking mechanisms in order to remain in the spotlight as a brand.
How important have community-building and digital visibility become for the success of musicians?
Agnes Schipanski: Due to the far-reaching changes in the music industry, it is no longer enough simply to release good music. Building a sustainable relationship with the audience is crucial. Through social media, live streams or exclusive content, artists can build a close relationship with their community, which is a vital part of sustainable brand-building. Platforms such as TikTok, Instagram, YouTube or streaming services generate attention and thus create high visibility and audience reach. They provide valuable insights into which content performs particularly well and how different target audiences can be reached.
However, a digital presence also brings its own set of challenges. Artists must produce content regularly, keep up with trends and, at the same time, maintain their own authenticity. This pressure often leads to physical and mental strain, issues that are increasingly being addressed and tackled within the music industry. Furthermore, there is a need to develop more personal and cohesive community formats that engage fans more effectively and convey a sense of exclusivity and closeness to the artists.
Are digitalisation and AI giving rise to new job roles in the events and music industries?
Agnes Schipanski: Yes. New job roles are emerging in the events and music industries, whilst existing roles are also changing. There is a growing need for professionals who combine creative, technical, social, project-related and analytical skills. The range of required skills is expanding significantly. Examples of new and expanding career fields include: music data specialists, digital marketing and social media managers, specialists in virtual and hybrid events, and digital project and platform managers.
Which skills will be particularly in demand in the future?
Agnes Schipanski: The most important skills include data and trend analysis, communication skills, project management and organisation, analytical thinking, the analysis and use of AI, creativity, innovation, community management, and an understanding of legal and economic matters.
Does AI tend to complement or change creative work?
Agnes Schipanski: I see AI as a complement to the creative process. AI and humans work together in co-creation.
Where do you see the limits to the use of AI?
Agnes Schipanski: The limits to the use of AI lie where fair remuneration, data protection, copyright and authenticity are jeopardised. AI can usefully complement the events and music industries, but should be understood as a supporting tool. Experiences, emotions and the individual style of expression of artists cannot be imitated. Music thrives on personality, stories and cultural context.
✔ Data and trend analysis
✔ Communication skills
✔ Project management and organisation
✔ Analytical thinking
✔ AI analysis and application
✔ Creativity and innovation
✔ Community management
✔ Understanding of legal and economic matters
What trends should young people looking to enter the industry keep a close eye on?
Agnes Schipanski: Building on what has been said previously, young people who wish to work in the events and music industry should pay particular attention to developments relating to artificial intelligence, digitalisation, social media and community building, data analysis, sustainability and new forms of event experiences. At the same time, a passion for music and events, creativity, communication skills and a willingness to constantly learn new things remain key factors for success.
How important is it to engage with topics such as digitalisation and AI whilst still at university?
Agnes Schipanski: Engaging with digitalisation and artificial intelligence whilst still a student plays an important role in ensuring you are prepared for the future demands of the industry. As the music and events industry is changing rapidly due to technological, economic and social developments, various future-oriented skills are increasingly becoming a decisive competitive advantage.
How does the Creative Industries Management degree programme address these developments?
Agnes Schipanski: Our degree programme provides students with the necessary broad and interdisciplinary set of skills that will be crucial for working in the events and music sectors in the future. AI and network management are regarded as cross-cutting skills and feature in many modules and practical projects.
What fascinates you most personally about the future of the creative industries?
Agnes Schipanski: I am particularly fascinated by the interplay between human creativity and technological innovation. New technologies such as artificial intelligence, virtual reality and data-driven tools are opening up possibilities that were unimaginable just a few years ago. This enables artists and creative professionals to develop new forms of expression and bring their ideas to life more quickly.
If you had one wish for the creative industry of the future, what would journalism, PR, music and event management ideally look like in the age of AI?
Agnes Schipanski: If I had one wish for the creative industry of the future, it would be for an industry in which artificial intelligence is used as a supportive tool, whilst people remain at the centre with their creativity, judgement and personality. AI should not lead to content becoming more interchangeable, but should help to create more space for original ideas, innovation and social relevance. The ideal creative industry of the future combines technological innovation with human creativity. AI should take on routine tasks and open up new possibilities, but it should not replace the personality, diversity and emotional quality of creative work. The future belongs to an industry in which people and technology work together to create stories, experiences and cultural content.
