Nathan Hubbard has always been an innovator in finding ways to harness new technologies and shifts in the music industry to propel artists’ careers. After a successful stint as a musician, he transitioned to the startup Musictoday in the early 2000s, where he explored the use of the emerging internet to connect with fans and sell music and sports merchandise. Later on, Hubbard led Ticketmaster with the goal of utilizing the company to bring fans and musicians together, and then spearheaded global media and e-commerce efforts at Twitter a few years later.
In the mid-2010s, he founded Rival, a digital ticketing startup backed by Andreessen Horowitz, and last year, with his co-founder Nat Zilkha, he launched Firebird, a cutting-edge music agency focused on helping musicians build their brands and maximize their revenues in a new era of multi-hyphenate creator-performers.
According to Hubbard, artists today need to adopt an entrepreneurial mindset and view themselves as brands that can leverage the tools and strategies used by consumer product companies to grow their audiences. Firebird, he explains, aims to help artists build direct and lasting connections with their fans, a feat that was not possible 20 years ago.
The landscape of artist management has evolved with advancements in technology and changes in the industry following COVID-19. Firebird’s platform provides artists with the resources, tools, and capital needed to establish and activate their brand, identify and grow their audience, and navigate the transition from recorded music to live events as the main source of income.
Hubbard emphasizes that artists today must consider their music not only as a support for touring but also as a driver of various income streams. They must also take advantage of technology to communicate directly with their audience and build meaningful relationships, just as any business brand would do.
In light of these shifts, artists must embrace their roles as entrepreneurs and brand managers to succeed in the music industry. Hubbard cites successful musicians like Jay-Z, Madonna, Bono, and Taylor Swift as examples of individuals who excel not only as artists but also as entrepreneurs and brand managers.
Regarding AI’s impact on the music business, Hubbard acknowledges the potential for AI to aid in accelerating music production but anticipates that it will also bring significant societal change. However, he is confident that human desire for music and the connection to the artists behind it will remain constant, despite technological advancements. He highlights the importance of human creativity in music and the role it plays in people’s lives.
Overall, Hubbard’s vision for the future of the music industry encompasses guiding artists to embrace entrepreneurial thinking, leveraging technology to build direct relationships with their audience, and adapting to the evolving landscape of music creation and distribution.
