SxSW is all about “the next big thing”. Who will be the future buzz band, or website, or movie director? At the “How Will We Listen to Music in 2020?” discussion, the panelists described what was in their crystal ball.

The “star” of the panel was without question Alexander Ljung, co-founder of SoundCloud.com. According to Mr. Ljung, “all music will be in the cloud”. The cloud would allow you or I to take a song we like (or don’t like) and reproduce it. Users can remix songs, or deconstruct tracks by commenting on specific chords, notes, and riffs. Moreover, fans can act as producer by submitting their own chords to the band.  Sounds cool, right? Everyone can then create DJ doppelgangers (I would be DJ Zed-O-Mite). Beyond the fan-artist interaction, the ability for artists and labels to upload content immediately appeals to many in this age of instant gratification. And rumor has it there will soon be a SoundCloud iPhone app.

The other panelists provided the perspective of the music journalist and A&R representative. Ben Perreau (@perreau), formerly of UK magazine giant NME, now with Gigulate.com, envisions the technological advancements emerging from the myriad musical formats will be the big influence. Ask someone how they listen to music and you will receive 20 different responses. A “tween” might only rely on their iPod. A millennial may utilize music subscription sites or free streaming services like Pandora.com, or you may find the boomer who only listens to vinyl. As each format enhances and markets its service, different listening habits will form. He even forecasted that terrestrial radio will get their act together, which drew collective laughter from the audience. Steve Savoca from Domino Records, backed up Perreau’s statement, and thus believes this trend will lend itself to music being consumed in such abundance, it will be like a utility bill. The concept would be that you pay a flat fee and get a combination of listening formats. Another factor which could really shake things up: the controversial Digital Economy Bill in the UK. This piece of legislation can band anyone accused –not convicted- of copyright infringement, from using the internet. Basically your personal ISP address would be on a watch list, and one false move, goodbye Internet. If such a bill crosses the pond, internet piracy could go the way of the dodo. 

Then came my favorite part of the panel: audience questions. Let me start by saying the people here are extremely candid. While most participants are unsigned, unconnected people looking for an entryway into the “music business”, they are not here to pander or always agree with the very decision makers whose attention they are seeking. One SxSw’er demonstratively voiced that in his research, the subscription model was, to use the term du jour: EPIC FAIL. Savoca agreed but insisted that the model, along with listening habits, has evolved and subscription services have learned much from previous setbacks.

Too bad this panel was only an hour, because they were many questions still to be asked. Do people really want another monthly bill in the mail?  Will the inability to pilfer songs from the internet for free increase CD sales and subscription services?

What are your thoughts? How do YOU listen to music?