• Music Tectonics

Virtual Worlds: Music and Gaming with Andres Lauer of Five Vectors

Music Industry analysts often point to Gaming and Esports as the next frontier for music, and a useful model for “monetizing fandom.” Occasional podcast host Tristra Newyear Yeager asks, “what does all that really mean?” Andres Lauer of Five Vectors is our guide to this new terrain. A music industry insider himself with experience at BMG and UMG, Andres founded Five Vectors with game industry expert Wasae Imran to open up gaming as a monetization source for independent musicians and to provide gamers with experiences enhanced by music. Find out why it’s a mistake to think of gaming as just another sync opportunity like TV and Film. Go beyond virtual concerts (like Marshmello’s Fortnite permformance) to find out how music can be integrated into game experiences. How do digital natives think about the value of music? Which genres do gamers want to listen to (hint: it’s not just EDM)? Why is “monetizing fandom” a misleading turn of phrase? Learn more about Five Vectors and their component brands at their website. Join the conversation about music and the gaming experience on their Players Republik Discord server, or find out about their label 2Dex, which focuses on artists and how to create opportunities for them in virtual worlds.

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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.