One Directioner Liam Payne and Spotify's head of music, Marian Dicus discussed music creation and distribution in 2020. How are the role and expectations of the artist evolving? What has been the effect on the music industry – and what will be the lasting legacy – of a year like no other?
On the role of artists
"People want artists to have a perspective. But people also come to artists to be entertained so it is a really fine line. I feel you should give an opinion on topics you know.
On 2020
"It was the year where technology actually did bring us closer together. What do we want to keep? I was even making my own music videos."
On experimenting with different social platforms
"It also depends on your platform - Instagram is much more polished whereas TikTok is much more about humour and fun. So it was great to learn. TikTok works great as a discovery tool and then people can dive deeper on Spotify.
On his fanbase and social impact
My fanbase is mostly female so I think we want to give back to our fan base and give them a voice.
(Liam did a partnership with the UNICEF’s Voices of Youth campaign for the World Children’s Day yesterday, November 16th. During the interview, Payne discussed many of the challenges and hardships faced by young people and especially young girls in Yemen with 13-year-old Areej. The challenges include access to education, early marriage, and the coronavirus pandemic.)
On doing live cocerts
I was jumping around genres a lot and through this live show I was trying out new things - like singing a Billie Eilish song.
On post-pandemic hopes
I'm really looking forward to live shows - I was planning on a tour in 2020 and was looking fw to new places I had not been but where we have great fans. I’m definitly looking forward to getting back on the road.
Marian on Spotify supporting frontline workers
We started to do a show called The Drop In where we were dropping in on unsuspecting people and frontline workers with the stars.
We just had to think of different ways for our artists to connect with their fans.
Fans are enjoying the rawness and openness.
We want to continue to support emerging artists and new music. People are craving it.
May biggest craving ...I will never say no to going to a show again ...