Jay-Z debuted his new controversial song at the BET Awards on Sunday night. The song, titled ‘Death of Autotune’ (D.O.A) encourages artists to stop their use of voice digitizing and take things back to the way music was meant to be.
“This is anti-autotune, death of the ringtone. This ain’t for iTunes, this ain’t for sing-along. This is Sinatra at the opera,” raps Jay-Z. Further in the song, the legendary rapper continues, “...get back to rap, you T-Pain’n too much.”
Check out Jay-Z’s music video for ‘Death of Autotune’ above. The video includes a cameo from LebBron James and features explosions of Auto-Tune software.
What Makes This Trend Stand Out
- Anti-autotune Movement
- The trend of moving away from voice digitizing can lead to disruptive innovation in the music industry by revitalizing traditional singing techniques.
- Back-to-basics Music Production
- The trend of returning to the way music was meant to be produced can enable disruptive innovation opportunities in the music production industry by altering traditional recording methods.
- Authenticity in Music
- The trend of emphasizing authentic singing and instrumentation can lead to disruptive innovation opportunities in the music industry by going against the grain of over-produced, auto-tuned mainstream music.
Sectors Adopting This
- Music Production
- The trend of returning to traditional music production methods can lead to disruptive innovation opportunities in music hardware and software development.
- Recording Technology
- The anti-autotune movement can cause disruptions in the recording technology industry by placing emphasis on high-quality analog recording equipment.
- Live Music Venues
- The trend of emphasizing authentic live performances can lead to disruptive innovation opportunities in the live music industry by creating a demand for authentic, unaltered musical experiences.
