Of course there are moments when artists put out that one album or song where everyone goes–wow really–and blows us away. And it could be simple things like an instrument never used in the genre/style was used or a standard beat was changed up just enough to sound new or fresh. I think these innovative moments are very rare and I know as a singer/songwriter myself I have yet to have one.

But you’re point on bands forming and trying something new I believe leads them to being unsuccessful. Furthermore, if that’s the goal of the band most times I would think they break up over “artistic differences”.

Anyway, I’ll also add here that innovative things like new sounds (ie: effect pedals), instruments (ie: sythasizer that defined the 80s), and even ways of recording add to the evolution of music and are contributors to what counts as innovative.

Innovative music is very subjective and thats what I love about this industry. Some artists I’ve known feel everything has to be innovative or else its not worth putting out. I’ve also seen that long project worked on for months flop right out of the gates. I agree with Andy, don’t be desperate to innovate constantly.

From a business standpoint, I think innovation plays a role as well and is part of the bigger package. I embrace innovation but I wouldn’t base my complete business model around it. One phrase sums it up for me “Monetizing a business is redundant”. Keeping a solid foundation for your revenue streams from the beginning and allowing innovation to expand your message to appropriate channels is my focus. I couldn’t agree more with your statement about flexible marketing with an ability to “change with shortening market cycles”

Well said. I think that sums it up nicely!

On the contrary, the fact that not all authenticity breeds innovation should not discourage anyone. Success has always been more about passion and determination than about genius, and flying in the face of “auditory equity” (great term!) is a long, hard journey, not for the faint of heart.

Part of the reason I wrote this piece is because I think that I have focused to much on innovation in the past. I’m beginning to realize that the kind of constant evolution that many (including myself in many cases) have been trumpeting is not the catch-all solution to the music industry’s challenges.

I wanted to get back to the basics of where great music comes from and how innovation can play an important part in that, but that it is not the end of the story.

http://www.creativedeconstruction.com/2009/08/the-importance-of-innovation-in-music/

why?

Exactly. I think that musicians are the ones who think music needs to be hugely original. Listeners want it to have depth and quality, and the only way to get that is to write authentically in your own voice.

Again, originality is important, but not the catch-all that some have made it out to be.