Trend Hunter has published other musicians who had their big break via YouTube, myspace or other social networks; but now a YouTube video is to thank for Austrian Cistercian Monks getting a world-wide music album contract with Universal Music.
Universal has been looking for monks, men of the cloth and sacred singers for a global Georgian chant album. Gregorian chant dates back to the early Middle Ages and has gained a new audience through Enigma's success in the 1990s. Universal received hundreds of demos but it was a YouTube of the monks from the Heiligenkreuz Abbey, in the Wienerwald region of Austria that grabbed their attention.
Universal staff, who have yet to meet the monks, will travel to the monastery at the start of April to begin recording the album. The monastery's Father Karl said the album would feature between 10 and 12 singers with profits to be used in the training of Cistercian monks.
What Makes This Trend Stand Out
- Social Media Music Breaks
- The success of musicians discovered through social media platforms like YouTube presents an opportunity for disruptive innovation in the music industry.
- Revival of Gregorian Chant
- The renewed interest in ancient music styles, like Gregorian chant, opens up disruptive innovation opportunities in the music industry for traditional sacred singers.
- Virtual Auditions
- The use of online platforms like YouTube for talent scouting and auditions offers a disruptive innovation opportunity for the entertainment industry.
Sectors Adopting This
- Music Industry
- The music industry can explore disruptive innovation by leveraging social media platforms to discover and sign new talent.
- Monastery and Sacred Music
- Monasteries and organizations focused on sacred music can harness disruptive innovation by embracing digital platforms for wider reach and opportunities.
- Entertainment Industry
- The entertainment industry can benefit from disruptive innovation by integrating virtual auditions and online talent scouting into their processes.
