The Timeless Art of Music as Content: Reclaiming the Value in the Digital Age
I recently hosted a seminar to welcome new students to my Mastering Music PR course. This is now available on my website here. A lively discussion broke out during the session around a subject that has been on my mind for some time: the complex relationship between “music” and “content.” One of the participants asked: “But isn’t music content anyway?”
Musicians have always been content creators. Communication, connection, and, most importantly, leaving an impact is what content is all about. As with poetry, symphonies, and other forms of art, music has historically been crafted to reach audiences, evoke emotions, and even challenge social norms. Stories have always been told through music, whether it is expressing cultural identity, rebellion, or deeply personal truths.
During my time as a luthier, studying and restoring ancient instruments, I often reflected on the first connections between music and content creation. The Mesopotamian Ur harps are among the oldest instruments in human history, and I remember thinking about how musicians expressed their stories, values, and creativity back then. As we do today, ancient creators used music to connect and communicate. They created work with purpose, reached an audience, and left a legacy in every way.
The Changing Landscape: From Art to Feed Filler
In today’s world, the value, packaging, and monetisation of “content” differ. Often, algorithms and platforms have reduced music to just another item in an endless digital stream. As the culture of quick scrolling advances, the art of music risks becoming devalued. Music isn’t, and never has been, simply “content” to be consumed and discarded. There’s something powerful, something personal, and something timeless about it.
Streaming and social media have flattened the essence of artistry, grouping it alongside everything from viral memes to corporate ads under the umbrella of “content.”. It is difficult for musicians, creators, and communicators to navigate a digital world that often values quantity over quality, algorithm-friendly metrics over impact and meaning. It is my belief, however, that we can reclaim the term “content” and restore its depth and significance by reclaiming it.
Reclaiming “Content” as an Art Form
Rather than allowing content to be solely defined by the digital landscape, let’s remember that music, poetry, and all forms of artistic creation are ancient and profound traditions. For centuries, musicians, poets, and writers have used their gifts to convey meaning, challenge the status quo, and resonate with the human spirit. Content creation, especially in music, is not an unfamiliar concept — it’s part of human history. Our ancestors crafted, performed, and shared content long before algorithms, and their work still speaks to us across the centuries.
Today’s musicians carry on that legacy. What matters is that we place value on the quality and purpose of our creations, ensuring they aren’t reduced to mere “likes” or “shares.” We should think about what our content means, who it serves, and how it connects deeper with our audiences. In this way, content creation isn’t about pandering to an algorithm but about honouring music’s artistic and cultural roots.
Empowering Creatives in the Digital Age
This is primarily what my Mastering Music PR course explores. We take a deep dive into these perspectives, giving musicians and creatives the tools to connect with their audiences authentically and with intention. The course covers everything from media relations to branding, social media strategy, and the art of storytelling — because, ultimately, connecting with people is about more than just putting out “content.” It’s about building relationships, creating meaningful impact, and respecting the history and purpose of what we bring into the world.
Whether you’re just starting out or looking to elevate your strategy, my course is designed to help you navigate this ever-evolving space with clarity and confidence. If you’re a musician, a writer, or any type of creative who’s feeling overwhelmed by digital marketing, know that you don’t have to lose your integrity or creativity in the process. Together, we can honour content creation roots while embracing today’s digital tools.
Let’s reclaim “content” and celebrate it for what it has always been: a way to connect, inspire, and leave a legacy.
What are your thoughts on content creation? Do you see it as a necessary evil in today’s world, or can you redefine it? Join the conversation and let’s reimagine what content truly means for musicians and creators everywhere.
