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SXSW 2020

Embracing Disruption In Music History

A champion for independent artists over many years, Richard Gottehrer co-founded The Orchard in 1997 to help artists get their music out in the world -- allowing them to do what they do best, create great music. In conversation with Stevie Van Zandt, also known as Little Steven, Richard will unpack how producing and distribution has changed over the years and how artists can embrace changes they may face in the future. Richard will share how throughout his music history he has used the power of a song to forge the path for some of the industry’s most notable artists in the various stages of their own career. Speakers will discuss how disruption in a constantly changing industry can be a source for inspiration and problem solving to propel one’s music career forward.

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  1. How has the songwriting, producing, and recording process changed and what can artists do today?
  2. How has technology changed the various processes in music? How has it changed how we define creativity?
  3. How can artists balance pressure from society vs. what might be right for the song, album, release itself?



Michelle Golden, Senior Manager, Brand Marketing, The Orchard

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Future of Music
  • Level: Advanced
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