The music industry is a powerful force, shaping culture and influencing society across the globe. As the industry experiences a golden age, driven by increased streaming subscriptions, the resurgence of live music, and the advent of digital technology, those with a keen eye for innovation recognize that investing in the music industry is not just about the present but also a journey into the future of exciting possibilities.

In this episode, Rusty and Robyn talk with David Schulhof, Founder and CEO of MUSQ. David is an American music industry executive and investor with 30 years of experience in the field. David’s background in the music industry is extensive, having previously served as the president of music publishing at LiveOne, a global media company for live streaming and on-demand audio, video, and podcast content. He is also the former president of music at AGC Studios and IM Global Studios and was the co-founder and CEO of Evergreen Copyrights, where he pursued a global acquisition strategy of music publishing catalogs.

Having worked with top artists and Grammy winners and founded multiple music companies, David talks to Rusty and Robyn about the growing music industry and the investment opportunities it presents. He explores the different segments of the industry, including streaming, content, live music, technology, and radio. David also highlights the rapid growth of the music industry, particularly in streaming and live music, and the potential for further expansion in emerging markets. 

Key Takeaways

• [03:24] - David's career in the music industry.
• [04:37] - The reason behind the creation of the MUSQ ETF.
• [05:42] - How to get into MUSQ ETF.
• [06:46] - Investment case for the music industry.
• [11:35] - The expected growth in the music industry across different segments.
• [15:44] - Global growth in the music industry.
• [17:11] - The biggest players in streaming services.
• [18:36] - Other companies investors should be paying attention to.
• [19:52] - Valuations of music companies compared to other media companies.
• [20:41] - The potential benefits and risks of AI in the music industry.
• [23:33] - David's recommendations for new music.
• [26:28] - How David maintains his energy and ability to perform at his best.
• [28:11] - The people David is grateful for professionally.
• [29:02] - David's recommendations for content.

Quotes

[06:54] - "Music today is the most overlooked, underhyped, and under-monetized media asset. And music today is the best content story in the history of media." ~ David Schulhof

[09:02] - "The music industry's really going through a golden age. It's growing and outperforming the GDP by four times." ~ David Schulhof

[13:53] - "In terms of music, AI is really disruptive right now. It is revolutionizing creativity and productivity for artists and songwriters." ~ David Schulhof

Links 

• David Schulhof on LinkedIn
• David Schulhof on Twitter
• MUSQ ETF
• Rock The Bells by LL COOL J
• Made You Look by Nas
• Bust A Move by Young MC
• Interscope Records
• Universal Music
• Robert Rodriguez
• Kevin Smith
• KKR
• Apollo Global Management
• Providence Equity
• Goldman Sachs
• Taylor Swift
• Beyoncé
• Harry Styles
• Ed Sheeran
• Sony Music
• JYP Entertainment
• SM Entertainment
• Yamaha Corporation 
• Sonos
• Roland
• Spotify
• Apple Music
• Amazon Music
• Google Play Music
• LiveOne
• NexTone Inc.
• Live Nation Entertainment
• SoundCloud
• Zach Bryan
• Chris Stapleton
• Morgan Wallen
• Bruce Springsteen
• Music Money and Success by Todd and Jeff Brabec
• Music Business Worldwide
• All You Need To Know About the Music Business by Donald Passman

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• Meet Rusty Vanneman, Orion's Chief Investment Officer
• Check Out All of Orion's Podcasts
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3313-OPS-12/15/2023