We are on the floor of NAAM this week speaking with Scott Sugino, President and CEO of Yamaha Music Innovations. The two speak about Yamaha’s corporate venture capital fund – whose goal is to invest in artist support, audience engagement, and platforms that connect the two. We also hear from our own Jade Prieboy about his impressions and finds from this year’s CES.
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Episode Transcript
Machine transcribed
0:00:10 - Dmitri
Welcome back to Music Tectonics, where we go beneath the surface of music and tech. I'm your host Dmitri Vietze. I'm also the founder and CEO of Rock Paper Scissors, the PR firm that specializes in music tech and innovation, and today I'm at the NAMM show in Anaheim, California. The NAMM show, many of you probably know, is the big convention for musical instrument companies and music making apps and software plugins, virtual instruments, microphones, professional audio, all that kind of stuff, and I'm sitting here under palm trees in Anaheim. It's not hot, but it's not cold. It's probably in the lower 70s. It's a beautiful day. There's so much energy at the NAMM show.
Lots of people come to sell, to meet with distributors, but also a lot of artists themselves are walking through the halls trying to find the latest equipment and check it out, but I'm not doing a lot of interviews from them this year, but I met somebody that I thought would be really fun to bring onto the podcast and talk to us about what he's working on. His name is Scott Sugino. He's the president and CEO at Yamaha Music Innovations, and they're launching a new venture capital fund that I thought our listeners would love to hear about because it's A it's tied to the musical instrument world, which is super interesting, but it's not solely there. We're going to hear more about that. Hey, Scott, thanks for being here. Thank you very much for having me. Yeah, this is fun. I'm glad we get to sit out here in the beautiful weather and talk together.
0:01:41 - Scott
Exactly. It's a really fun day today in NAAM.
0:01:45 - Dmitri
So tell us about Yamaha's new corporate venture capital fund. What's the mission and what are you hoping to do with it?
0:01:50 - Scott
Yes, the mission is we. In short, it's transformation of our corporate. We have been selling piano guitar for more than 100 years, but now we have to evolve from just box movers to more like a solution provider of a music ecosystem. I hope yes, I'm sometimes hearing music is too hard to invest. Yes, from the pure music perspective, that could be true, but when it comes to our perspective, we have a strong tie and assets in the music industry. We might challenge that biggest program in music ecosystems. That's my hope.
0:02:28 - Dmitri
You've obviously been listening to the podcast huh, of course, of course. So you know this context of some of this conversation that's happening about. You know the music investment space, so it's really I think that's why I wanted you here. It's really interesting to hear your perspective and why you're doing this. So let's get to it. What are the categories of investment that you're hoping to make?
0:02:47 - Scott
Right. I think we're now defining basically three boxes. One is more like an artist, musician side, and where label, copyright, ai to assess them. That's one area. We would like to do that. But on the other side it's like a fan and audience is existing. We do think different styles of listening or enjoying music is happening, like in some relation music in Discord and fan community and such. Also, technology helps audience and fan to even create music from their side. That's another one. So in presence, some platform where artists and fans would meet up, like a streaming service, and some platform is also evolving. That three boxes we are looking for as a top priority, but not only that. Besides music, we see entertainment, media, well-being, education should be cross-styled with the music, so I'm also going to explore that area too.
0:03:46 - Dmitri
Wow, that's cool. So on the artist side, the creation, but on the fan side too, and then these other areas that are kind of in the like music could envelop, music can wrap its arms around as well. Exactly, totally. So I mean, this is kind of blowing my mind a little bit, because I think most people would assume if Yamaha, the musical instrument company, was going to invest, they might invest in something that's very close to what they're already doing Hardware, gear, you know things that integrate easily with that, but you're really getting wider than that. How do these categories fit in with what Yamaha already does?
0:04:21 - Scott
Yes, look Yamaha is. We have have got number one player in musical instruments, we have got 50% market share in digital piano and such. This aim or objective for us is to even expand the music market. As we number of artists and people start playing music, number of people keep playing music actually it is not easy Then that will benefit to our existing business too. So, like TikTok, actually I think it's double or triple for actually dances. I'm looking for the music version of that. If we could double or triple who plays music, who enjoys music, we could sell more piano in the end of the day.
0:05:03 - Dmitri
You're telling me that you want to invest in these sort of parallel and complementary music-related things because you want to grow the market Exactly, totally. Yes, because that would grow the market for Yamaha as well. Yeah, in the end of the day, yes, that's like the snake eating the elephant, right? Yeah, exactly, it's a very large snake, though you said you already have 50% market of digital pianos, so you're a big snake.
0:05:27 - Scott
But there's so many possibilities. Yeah, indeed, yes.
0:05:29 - Dmitri
So, once you get these investments, how should these portfolio company goals relate to Yamaha as a brand? We've talked to other investors on the podcast and at the Music Tectonics Conference, and we hear about strategic investors, so I'm curious to hear a little bit more about what will this look like once you make those investments.
0:05:48 - Scott
Yes, and I'm looking this way from different angle Not simply just asking to portfolio companies to relate to us First of all. We should contribute to them first of all. Maybe the key example is we have got one of the biggest customer database of musicians and students. We have got six million membership globally. I think we can just introduce portfolio services into our existing customers First of all. We want them to grow. We want to really impact musical world and students and artists and such. Let's discuss after that.
0:06:26 - Dmitri
Yeah, that's really cool. So, yeah, so it's not like they have to have a direct connection, but if they do, you can link them together. Yeah, exactly, totally. Yeah, super cool. Let's widen out a little bit, because now that you have this hat that you're wearing to do this investment, I'm sure you're looking at a lot of opportunities. What trends are you keeping an eye on in music, especially as you lead Yamaha's charge into this broader set of working with startups?
0:06:51 - Scott
Yes, and first of all, I have been a little bit blown away and a lot of musical culture has been diversified and I'm seeing a lot of African local streaming services, for example, audiomac. I'm seeing a lot of African local streaming services, for example AudioMac. I'm seeing similar companies like in India and South Africa and China, southeast Asia, yamaha, as being a number one musical instrument manufacturer. We kind of pretend that we do understand all of them, but it's not reality, so we really need to have a deep understanding by collaborating with such interesting guys. So that's the first thing, besides technology. I was blown away because a lot of musical culture is even ongoing right now. That's a trend.
0:07:41 - Dmitri
Yeah, are there more trends that you're keeping an eye on as well? Yeah, sure.
0:07:45 - Scott
Yes, I kind of have a small hesitation to say AI easily, but, yes, a lot of changes happening in every three boxes. I mentioned Label copyright. That's a classic business Right now. It could have changed Not 2013, not 2020, right now, so that's something I cannot escape from.
0:08:16 - Dmitri
Anyways, yeah, that's interesting that now that you're thinking a little more broadly, you have to dive into the record label world and sort of just understand a little bit how the larger technological shifts will impact that, because I guess if you do make investments, there may end up be conversations about AI and what that means for copyright and things like that Exactly.
0:08:36 - Scott
So that's totally one crucial area that we have to. Fundamentally, I think we, as Yamaha and myself, think that one of the biggest social issues the thing is young artists cannot really make money in the music industry. Only limited people can do this. We have to be really responsible to foster and promote young people to learn music. Maybe one day you could become a musician. Maybe new thanks to new type of label copyright that might able to connect the artist and fan directory, not going through a classic traditional label things. That's the way, how we expecting some changes in this segment and how we want to help society and artists.
0:09:23 - Dmitri
I need to take a quick break from this interview for an announcement, and then we'll be right back.
0:09:33 - Speaker 1
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0:10:26 - Dmitri
Okay, we're back and let's jump back into our interview with Scott from Yamaha at NAMM. Scott, I'm curious From your perspective working at Yamaha, you have a unique viewpoint. What do you see in the musical instrument or the larger music industry that maybe I wouldn't see because I'm not from Yamaha?
0:10:46 - Scott
Right. First of all, we might say we are a very old company. We have been selling piano more than 130 years, whoa and present, not only acoustic piano, we do have additional equipment, technology and some hybrid products in between and present we have got lots of musical instruments and also audio equipment. That covers that covers such a wide range we have covered.
0:11:11 - Dmitri
Wow, very interesting, yeah, and so what does that make you think about the overall music industry from that seat?
0:11:18 - Scott
Right. Yes, in today it's really difficult to define what's a good sound for artists. This is a uniqueness for us. We have a lot of expertise, also very senior experience CraftOne workshop. Where good sound, what kind of sound, are the keys? Once we cannot define it, we cannot talk like in numbers. We have to really understand the music. When it comes to understand good sound music, 130 years experience we can utilize from Yamaha perspective.
0:11:50 - Dmitri
Yeah, I think it's interesting the history of the company having such a long history, going from acoustic to hybrid to digital, but also, I think, that perspective I mean I've always heard, like you know, america is such a young country in itself and Japan is not a young country, so you have this like broader expanse. And I'm interested to hear about the craftsmanship too, because you know you think about traditional Japanese furniture or architecture. Things like that probably has an impact as well.
0:12:20 - Scott
Exactly, we even used to manufacture furniture. Actually it's because it related to wood and also it's kind of benefited from our Japanese kind of work market. We don't really change companies every three to five years, like most of some Americans do typically. Typically our craftsmanship and engineering enters Yamaha at 20 years or they keep working more than 40 years. That kind of experience and practice keep on going on is really quite helping us to really have understanding of that good sound music.
0:12:54 - Dmitri
That's a really good point. So let's go into the future. What can we expect from Yamaha in the next five years?
0:13:00 - Scott
Exactly In the beginning I mentioned our mission is transformation. Now we're just transforming Yamaha. Okay, we keep creating, producing new good products, but we drastically transform our mindset to customer first, musicians first. When it comes to musician perspective, they require not only hardware, they do need services, solutions to create music, A lot of technologies they need. So we would even transform our business model how we offer and contribute and helping musicians, not just providing good products.
0:13:39 - Dmitri
I guess that's your mission at Yamaha Music Innovations. You're now, you're like the innovation lab. Huh, exactly, totally, yes, excellent. So how has it been to attend NAMM this year? Have you run across anything that excites you personally, especially now that we know you're a hip-hop artist?
0:13:56 - Scott
Yes, and first of all, I just enjoy this. Such an energy out here. For me, it's such a treat working for Yamaha every year. I can enjoy this, but I'm really happy to see everybody smiling, enjoying music. Some people are saying AI. First I was happy about not seeing that. I was very happy to see people's joy and music and passion about it, so I'm very excited.
0:14:27 - Dmitri
It's the energy, huh.
0:14:28 - Scott
Exactly, of course AI could be. It's the energy huh. Exactly Of course AI could be behind the scene and help them do that, but the priority should be there.
0:14:36 - Dmitri
I wonder if that's partly NAMM. Namm's been around for decades and decades and maybe there's some other places where the AI developers are gathering and things like that. Do you think that's some of what's happening?
0:14:47 - Scott
Yeah, exactly, I think so definitely, but I think some uniqueness in NAMM is that music still remains a center point rather than technology.
0:14:56 - Dmitri
Yes, yes, and you know, sometimes I walk around NAMM and I hear some smooth jazz or some kind of classic rock or almost like 80s rock, and I think this is a specific demographic of people. But you know, we have a booth here at NAMM and we see people come by. There's a lot of young people here too. It's pretty diverse.
0:15:13 - Scott
Exactly, that's the point and I think that's an important point for us, for music ecosystem, totally. You know, rogan Dimitri, have you been to Topgolf? That's an entertainment facility from Carraway? No.
0:15:24 - Dmitri
No, I know about it, but I've never been.
0:15:25 - Scott
Oh, they don't have any serious golfer in there. They don't have what Any serious golf player More like in a family beginners. They're in a very smart way in expanding golf industry for newcomers. That should be something we make it happen. I'm feeling some possibility to do it here, Looking at young kids and family and also handing out in Namcho.
0:15:52 - Dmitri
I love that perspective about growing the market. It sounds like it's key to your thesis as an investor, but it also sounds like it's resonating with you personally as you come to this event and see what's happening.
0:16:05 - Scott
Yeah, totally. I always believe life is better with music, always for everybody.
0:16:09 - Dmitri
Life is definitely better with music, Scott. This has been great. Thanks for joining me on the podcast and sitting down with me here under the palm trees in Anaheim, California.
0:16:17 - Scott
Thank you, matt, thank you very much. Thank you, tori.
0:16:23 - Dmitri
I am just back from NAMM and I had a great time. It was really fun getting to know Scott and doing all sorts of networking and meeting folks there at the NAMM convention the NAMM show, as they call it. But Jade Preboy from our team is just back from CES and he's got a report on that as well, so let's go to that now. To that now.
0:16:44 - Tristra
Hey everybody, this is Tristra, chief Strategy Officer at Rock Paper Scissors, and I get to have a lot of fun today. And I hope you'll have fun too, because I am talking with Jade Preboy. Hello, hello, our new businessman, new business manager.
New business manager and Jade came back recently from CES, the Consumer Electronics Show in Las Vegas. Right, yeah, okay. And so he is not keeping what happened in Vegas in Vegas. He's bringing it to us now. So, jade, what were some of the most exciting things you encountered at CES? I mean, you're really into music tech. You're a musician yourself and a producer. What really got you interested and excited?
0:17:30 - Jade
Thanks for asking. Yeah, there was a ton of stuff. First of all, if you've ever been to CES, you know that it's one of the most logistically hectic events that can possibly exist. There are hundreds of thousands of people there.
0:17:41 - Tristra
Wow.
0:17:42 - Jade
And there are many different convention centers and ballrooms that are packed with exhibitors. So, unless you had a team of 10 people there for the whole week.
0:17:51 - Tristra
You can't really see it all. That's kind of wild. So how did you pick and choose?
0:17:54 - Jade
So the one experience that I had there, that I waited in line for, was to experience this Dine Audio Symphony, opus 1. It is a new surround sound speaker, but it's a soundbar, oh interesting.
And the company DynAudio. They build all their own drivers. It's got to have some type of AI software in it to understand where you are positioned in the room. And so it's one soundbar with like 20 speakers in it Interesting, and it throws the sound around you. Like 20 speakers in it Interesting, and it throws the sound around you and it bounces sound off the room. So it's really immersive. They showed a clip of the new Mission Impossible movie and it was like incredible. It was really hard to describe, but it was a full surround sound experience. Coming from a sound bar. It was pretty incredible and it was beautifully designed as well. It looked like an elegant piece of furniture not something you'd want to hide.
0:18:56 - Tristra
So that was really cool, Amazing. All right, what else did you hear? See experience.
0:19:01 - Jade
Yeah, I'm going to run through a couple different companies that I had good conversations with and just kind of describe what they were up to this company, naxa Electronics, they're working on like vintage looking record players.
0:19:19 - Tristra
Oh cool.
0:19:20 - Jade
Yeah, but they're new and they have other like Bluetooth capabilities and this kind of thing, but just the retro styling was fantastic. There was also, you know, crosley was there with their group of record players. So, as you know, vinyl has been huge, cds are huge. Everything's coming back in the physical music space.
0:19:36 - Tristra
And the design aesthetic has this kind of space. It's sort of like the retro, futurist kind of vibe. I really love it. So we Are Rewind. One of our RPS clients also has that amazing design aesthetic. How neat. Okay, what else you got?
0:19:51 - Jade
Yeah, there was a cool company called Valerian, which is one of the biggest raises on Kickstarter in 2024. And they're building a really sleek projector.
0:20:04 - Tristra
Oh interesting.
0:20:05 - Jade
It looked amazing. I would really be interested in having this in my home, but they're expensive.
0:20:10 - Tristra
To go with your fancy soundbar.
0:20:12 - Jade
Yeah, exactly, speaking of crowdfunding, I also connected with some folks at Jellup which do they're like a dedicated marketing partner for Kickstarter, and so they help folks on Kickstarter with marketing services to help reach the funding goal. I also got connected to some folks at Kickstarter, so yeah, that was.
0:20:33 - Tristra
that was really cool. That's awesome, and we've recently had a great episode detailing sort of the current state of Kickstarter for music, tech and hardware.
0:20:41 - Jade
I think specifically so yeah, yeah, new form functions for instruments. Is is huge on my radar. Yeah, it was cool, it was a good experience.
0:20:54 - Tristra
All right, and I'm sure we'll hear a lot more about that at NAMM. Yeah, all right, so tell us what else did you experience that you thought was really intriguing?
0:21:04 - Jade
Yeah, there's some other stuff that caught my eye. I mean this company Gemini. They had their big party speakers floating in a pool there, oh wow, and so that was fun.
0:21:15 - Tristra
Dimitri, I think we might need these for Music Tectonics 2025.
0:21:18 - Jade
Yeah, you can just chuck these huge PA speakers right in the pool.
0:21:21 - Tristra
That's incredible.
0:21:22 - Jade
It was awesome and they have all these LED lights on them and stuff that was cool. So that's Gemini.
0:21:27 - Tristra
Floaty, flashy speakers Amazing, so it sounds like speakers. There's some interesting things going on in speakers. I'm interested in it. And there was yeah, like aren't just like voice command like you know hey, device do something and then you know the device does the thing you didn't want.
0:21:43 - Jade
Yeah, yeah, like this sounds really interesting yeah, there's um ran into run to some folks at black star which they're ex-ex-marshal, uh, audio engineers. Oh, interesting, working on the tiniest speaker you've seen Super thin like almost as thin as a playing card, but they're looking to integrate this into televisions and that kind of thing.
0:22:02 - Tristra
But you could also I mean, just imagine the cool experiences you could create by pairing or multiplying these and sticking them to a wall. It sounds really interesting. Do they have their own battery inside or do they have to be powered?
0:22:16 - Jade
oh, they have to be powered. Okay, they manufacture it. Um, black stars, look them up, they're cool. Um, they got a lot going on. Um, this was also super interesting in the music space. This company kit better. Um, they're creating a I don't know, it's a new album. I mean there hasn't been a physical music. Sales are up. There hasn't been a real innovation or real consumer facing product that people want. That is a new form factor in this, in the physical music space.
0:22:43 - Tristra
Yeah, people have tried with everything from download cards to little almost like Funko style figurines and things like that. But I think we actually had some folks from Kit better at music tectonics last year and I think they've been on the podcast. Yeah.
0:22:56 - Jade
Yeah, the amazing packaging super interesting, I mean, it's stuff that you'd. It's it's a package and it's it's a unique shape and it's related to the artist. Like there was one that was a little coffin and just that alone was like oh, I was like, oh, I want to put jewelry in that. And then you open it and there's access to the music and downloads and everything. But then there's photos and liner notes and it felt like something.
I mean it was a high quality product, it just felt good to hold and it's like, yeah, I could see this being something that people are really music fans would be into in terms of what else can I collect besides albums? Amazing, kind of switching gears here. The NVIDIA keynote was really focused on AI, agents being the next big thing for AI.
0:23:42 - Tristra
AKA chatbots. For those of you not into the agent speak.
0:23:46 - Jade
Right, well, yeah, but chatbots that can do things yeah, like you could make an AI agent go on Twitter and have its own opinion. Oh boy, and that's just what the world needs now. I think that's already happening.
0:24:01 - Tristra
Jade, yeah, yeah, yeah, exactly, but the next rabbit, like the rabbit tried to bring to the world, but kind of, you know, floundered a little bit. Yeah, but that was the sort of sales pitch for for a lot of AI devices. They'd be sort of like smart assistants that do things for you.
0:24:17 - Jade
Yeah, I mean the ability for them to do things for you is really interesting to me. I mean you could. The technology, from my understanding, exists right now where you could create an agent that found the best deals on flights and was always searching for flight deals. Oh, interesting and then actually can buy the flight when it sees the best deal.
0:24:37 - Tristra
Great, Now I have 50 tickets to Omaha. No, because technology always works perfectly. So stop your cynicism. Tristra yeah.
0:24:47 - Jade
I mean it's interesting. I interact with some of these AI agents on Twitter and I can ask them questions and they can provide an answer, interesting answers.
0:24:54 - Tristra
Interesting answers. Interesting answers.
0:24:55 - Jade
I mean, you can send them a picture and say, hey, we analyze this for me, and they'll say, oh, this looks like this or this or that.
0:25:00 - Tristra
There are now, I think, also agents that can do things like you know, geolocate, like there's law enforcement's already using this, like look at a picture and basically give them a really good idea where it was taken. Yeah, idea where it was taken.
0:25:11 - Jade
Yeah.
0:25:11 - Tristra
Just by looking at the details. Yeah, so. So there's, there's.
0:25:14 - Jade
I just have. I have a business card here from a company called coder that is working on. It says the world's first multi agent coding team. I mean they can help with development. I'm, if, if, if, you know I would I'm, I'm, I'm lot more to learn, but very interested in the space what do you think?
0:25:32 - Tristra
should we have? An agent that just plays, like if someone happens to say a couple lines from a song, that just plays the song that you just said the lyrics from that wouldn't be annoying at all.
0:25:41 - Jade
No, that wouldn't be annoying okay what you've got?
0:25:44 - Tristra
some really wild and woolly stuff too. So I I want to make sure you know we don't have a ton of time left, jade. I want to make sure we hit some of the crazier, cooler stuff you saw at CES. That's not music related.
0:25:55 - Jade
Yeah, there's a company in Indiana that's had videos of them flying a car around some cornfields.
0:26:03 - Scott
Wow.
0:26:05 - Jade
That company. It's called Leo Flight. So, finally, this picture I'm holding in my hand here literally has a couple James Bond level prototypes of flying cars. Flying cars are always a thing at CES, but this one I have yet to see a video of someone in a flying car flying it around.
0:26:22 - Tristra
Wow, I'm sure it's not like the Nikola kind of truck that someone kind of pushed to make the video. Is this the real deal?
0:26:30 - Jade
It's the real deal.
0:26:31 - Tristra
Oh, amazing.
0:26:32 - Jade
Yeah, so they're based in Indiana. That was cool to connect with some Hoosiers there. Yeah, so I mean CES in terms of like the value that's there, you can connect with a ton of folks. Fine, you can go all the way to Vegas to connect with someone in your hometown that you didn't know was there or you can connect with, I mean the possibilities for doing international business and making connections. There are huge. The possibilities for doing international business and making connections there are huge. I mean I met with someone who has an asset management company and he's Chinese and he's like this is the place for.
Americans to do business with Chinese companies.
0:27:07 - Tristra
Oh, that's interesting. Yeah, I mean I know that CES often has like a whole dungeon filled with like here are all of the sensors, the sensor people from China and all these like supply chain related things.
0:27:19 - Jade
Exactly.
0:27:20 - Tristra
So that must be kind of. I mean, I guess if you were going to deeply nerd out there, that would be another interesting place to explore. Like what? What are the latest weirdest little tiny sensors that you could put in a small device?
0:27:31 - Jade
That could be relevant to music tech too. Absolutely Um so that's my, that's my, that's my takeaways I have from from these cards and the folks I met.
0:27:40 - Tristra
So I was only there for like a day or two speakers and flying cars. I mean, this sounds like this is the future that we were promised, right? Yeah?
0:27:47 - Jade
flying cars with uh built-in immersive sound there.
0:27:51 - Tristra
There we go. Um, an AI agent that can create beats for you with a voice you know voice command we go and um, and meanwhile you have your um, beautiful, uh heavyweight vinyl of bitches brew playing Yep, exactly In the back, that's part of that's integrated into the flying car.
0:28:12 - Jade
Just a record player, Love it. That's what retrofuturism was all about, isn't it? It's like in the 50s, when they imagined the future people living in space, listening to vinyl records.
0:28:21 - Tristra
Yeah, and smoking and women are still wearing aprons. All right, on that great note, thank you so much, jade, for a very quick intro to the wild world of CES and your experience there this year. Thanks, jestra All right.
0:28:36 - Jade
I would recommend everyone attend CES. It's a great event. I would put it on the level of South by.
0:28:41 - Tristra
Amazing, if you're a fan of South by.
0:28:44 - Jade
I understand if you don't want to go to Vegas, but two days in Vegas you can do it, you can do it.
0:28:48 - Tristra
You can do it, friends, all right, thanks Jade, thanks Jastra.
0:28:52 - Dmitri
Thanks for listening to Music Tectonics. If you like what you hear, please subscribe on your favorite podcast app. We have new episodes for you every week. Did you know? We do free monthly online events that you, our lovely podcast listeners, can join? Find out more at musictectonics.com and, while you're there, look for the latest about our annual conference and sign up for our newsletter to get updates. Everything we Do, look for the latest about our annual conference and sign up for our newsletter to get updates. Everything we do explores the seismic shifts that shake up music and technology, the way the Earth's tectonic plates cause quakes and make mountains. Connect with Music Tectonics on Twitter, instagram and LinkedIn. That's my favorite platform. Connect with me, Dmitri Vietze, if you can spell it, we'll be back again next week, if not sooner.
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The Music Tectonics podcast goes beneath the surface of the music industry to explore how technology is changing the way business gets done. Weekly episodes include interviews with music tech movers & shakers, deep dives into seismic shifts, and more.