The title is unconventional. This won’t be an ABC guide that, once read and applied, guarantees 100% success.

All 8 elements were originally about economics, business, and company management. Why not consider how these 8 elements might impact the music industry and artists themselves?

After all, innovations drive progress in any field, including music. This article examines how the eight essential innovation components, as stated in the McKinsey Quarterly by Marc de Jong, Nathan Marston, and Erik Roth, apply to the world of music and the work of musicians. It’s almost like a conversation with myself.

You can use these principles in a musical context, from the creative process to managing an artist's career. These elements aren’t just for the artists and musicians. Their managers, fans, and close ones can also use them to reach the next level, to do something different, boldly, and creatively. It doesn’t matter how others react or what they say—it’s not the right path. Sometimes we just need to follow our intuition and trust ourselves. And even if we make mistakes, we change direction and continue toward a new goal.

1. Aspire: Visions and Ambitions

In music, as in business, a long-term vision is a key catalyst for innovation. I can’t imagine a musician, artist, painter, or sculptor without a vision. I’m not talking about ambition, because that’s like all of us.

For a musician, this could mean setting ambitious artistic goals, like creating a new music genre or introducing innovative techniques in playing an instrument. The vision, however, must be realistic enough to inspire action today.

For example, throughout his career, David Bowie aimed to continuously transform his style and sound, which made him one of the most innovative figures in music history.

2. Choose: Selection and Filtering of Ideas

Music is a space where creativity knows no bounds. However, the key challenge is choosing which of countless ideas to bring to life. Musicians must choose which songs to develop and which to remain sketches. Sometimes we are so emotionally attached to one thing or another that nothing else reaches us. We must look not just at individual trees but the entire forest. Therefore, it requires a broader, high-level view, not just a narrow focus.

While creating an album, artists like Radiohead make precise selections of tracks, carefully choosing those that best represent their artistic vision and have the potential to gain popularity.

3. Discover: Exploring New Paths

Innovations in music often require discovering new sounds and techniques that captivate listeners and create new musical categories. Artists can experiment with various styles, recording technologies, or even instruments from different cultures to create something unique. Am I an explorer? Am I not afraid to experiment? Without this, I won’t stand out in today’s world. However, the experimentation must be my own. I cannot do anything that goes against my essence.

A wonderful example is Björk Guðmundsdóttir—an Icelandic singer, songwriter, composer, actress, and music producer—who continually seeks new sounds, combining traditional instruments with modern technologies, allowing her to create exceptionally original music.

4. Evolve: Evolution of the Creative Model

Just as companies must evolve to adapt to changing market conditions, musicians must adapt their approach to creativity. Streaming and social media have replaced traditional models of music distribution in the digital era, such as releasing albums on physical formats (CDs, vinyl records).

Artists like Nine Inch Nails, an American industrial rock band, experiment with new distribution models, offering their music directly to fans online. This allows them greater control over their work and their relationship with their audience.

In this case, it’s worth considering the Web 3.0 direction in its best sense. This doesn’t mean that we should only choose this direction. Evolution doesn’t have to be a revolution. Evolution doesn’t have to cancel existing forms of recording and selling music. Evolution means expanding the field of attracting fans. And this happens across multiple areas. Utilizing available technologies allows for rising above traditional functioning spaces. Today, the world is a global village. We must find our place there.