The intersection of music and technology is getting more complex every day. At the Web Summit in Lisbon, Apple Music’s Head of Music Strategy, Ole Obermann, sat down with legendary DJ Armin van Buuren to discuss this evolution, touching on everything from Apple’s Logic Pro to the rise of Artificial Intelligence.
Armin van Buuren, reflecting on his 30-year career, highlighted just how much technology has transformed the music industry. He recalled moving from analog gear to producing entirely “in the box.” He noted that without powerful software like Logic Pro and Ableton Live, entire genres like dubstep might never have emerged.
The conversation, as reported by iFeed, also touched on distribution. Van Buuren pointed out the massive shift from the 90s, when vinyl was 60% of his label’s sales, to today, where streaming accounts for about 80%. The core, however, remains: “The most important thing is that people continue to love music.”
Van Buuren admitted he already uses AI tools creatively, such as for transforming vocal timbres. However, he also offered a crucial warning, stressing the need to ensure that technology doesn’t replace the space new artists need to grow, practice, and develop their own authentic sound.
While technology is the vehicle, Apple Music’s Ole Obermann brought the focus back to the human element. He described music as a powerful “spiral of emotions” and the ability to communicate, praising how new albums can transport the listener. Obermann concluded with a very optimistic vision for the future. He stated that we are entering a “golden era of music,” where technology will enable greater access, discovery, and a stronger connection between artists and their fans.
What do you think? Is AI a threat to new artists, or is it just the next tool in the producer’s toolkit? Let us know your thoughts in the comments. Stay updated with the latest news on this by downloading the Appleosophy App from the App Store or by visiting our website.
