“One of the biggest problems that we have in the world today is that we’ve devalued music to, it’s basically free. And, you know, I keep seeing these articles like, well, ‘what if Spotify charged you $14.99 a month?’ That isn’t going to fix the problem. Getting another billion dollars in the system so that Universal or Sony can get another $800 million into their coffer... it’s not going to the artists.” – Randy Sosin This episode’s guest is a groundbreaking filmmaker who has been at the helm of some of the most important music videos, concert films, and livestream events, driving the sales of millions of albums, downloads, streams, and concert tickets. From Eminem to Pink Floyd, from Sarah Silverman to the Electric Daisy Carnival, he has been at the forefront of music visual storytelling for over twenty-five years. He’s currently focused on Music and Entertainment blockchain projects: he’s a blockchain Shaman and can help anyone understand and embrace the new Web 3.0 reality.His name is Randy Sosin, and this discussion will definitely be looking to the future. What’s new under the sun for musicians, and for all of us who appreciate good art when it comes to sound? What does Randy recommend and what does the future look like to him? Listen in to find out.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes.  If you have questions for me, visit www.audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available. And if you’re getting some value from listening, feel free to spread that around and share it with a friend, along with leaving an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. A Changing IndustryAs our conversation starts, Randy tells us about his early memories of sound. “I remember the first time hearing the Beatles,” he says, “and that was something that really changed my life. You know, like, just the sound that came out of the radio, the harmony, and the whole thing.” We go on to talk about the music industry and the changes the digital age has brought about, and how those changes sometimes don’t get as much attention as they should. “Oh, you’ll see articles like vinyl outsold CDs,” Randy tells us. “and that may be true. Vinyl may have outsold CDs in 2022, but if you go back to 1985, there were hundreds of millions of units sold. Now you’re talking about a million units sold.” The Music of MySpaceRandy tells us about social media’s current role in brand promotion, and how blockchain technology can help cut out the middleman between bands and their audience. “All that data and all that information goes to the other platforms,” he explains. “You can use it and you hope your algorithm works, but coming soon will be the direct-to-consumer where they’ll be able to connect to you directly in your world.” We also talk about how MTV once held, and then lost, the cultural influence that social media now holds, and how today’s platforms haven’t focused on music the way MySpace once did. “And it was, people loved it, you know?” he says. “But then it’s gone away. I’m shocked that there is, I guess TikTok is what people say to me, but it’s not necessarily about music.” Moving Beyond RoyaltiesWe discuss the challenges of making money as a musician in the digital era, and how utilizing the blockchain can ensure that the artists are being rewarded