HIVEWIRE #01 - Emerging music markets are now diverging

Imagine being transported to a bustling street in Mumbai, where the vibrant sounds of Bollywood mingle with the rhythmic beats of local underground hip-hop and dance music scenes. Or better yet, strolling through my favourite cities of South Africa with Amapiano and Gqom parties all around! These are just glimpses of the musical diversity treasure trove in emerging markets.

I believe the next great musical revolutions are bubbling up in unexpected places. While mainstream music often takes centre stage, the gems and heroes from emerging markets are rapidly capturing our hearts. Their stories, sounds, and cultures inspire us to celebrate authenticity and embrace diversity in the global music industry.

So why place such a spotlight on rising markets? Aside from growing up in one, it's simple— they are the pulse of creativity and innovation in music today. As the industry evolves, we are drawn to these dynamic and rapidly developing regions, where untapped talents and unique cultural expressions flourish. Through my dedication to exploring and sharing these stories, Hivewire will showcase scenes, trends, consumption landscapes, rights frameworks, and developing entertainment ecosystems from these diverging markets through industry news, essays, artist spotlights, and cultural contexts. The newsletter will navigate the complex yet unique new markets through Hivewire's four pillars: Creation, Collaboration, Community, and Culture. Sign up to learn more!

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Emerging music markets are now diverging

A new phase of the music industry has emerged, with new markets taking control of their futures

In the dynamic landscape of the music industry, emerging markets have gained tremendous significance, rising as critical players in recent years. Once considered untapped territories, these markets have become the focal point for the entire music industry, providing the much-required narrative of expansion as investors seek new growth opportunities while developed markets approach saturation. However, as new untapped markets continue to evolve and grow, a noticeable trend has emerged - they are diverging. These markets drew inspiration from developed markets but are forging their paths, catering to their socio-economic standings and cultural nuances. Frequently, these markets take distinct directions that set them apart from traditional music powerhouses.