Abstract

In recent decades, the music industry has experienced significant disruptions. Firstly, the advent of peer-to-peer file sharing has significantly impacted the recording industry, and the COVID-19 pandemic’s restrictions have severely affected the live music shows and events sector. Less than five years after the end of that global health crisis, advancements in artificial intelligence (AI) tools and machine learning began to intrigue professionals in the music licensing industry. This article revolves around the music industry reinventing itself in the face of technological and contextual transformations in its traditional business models. The research investigates the emerging initiatives and challenges in the Portuguese live music market via a design research approach. Professionals from various fields were invited to participate in in-depth interviews and surveys using the Design-Thinking method, “Evolution six squared (E.62),” which aims to foster and implement creative thinking in academic and business scenarios. This process resulted in the collection of data for research tools, including Opportunity Mind Map, Trend Matrix, and Insight Map. The main findings reveal a significant gap between the current state of digital technologies and their effective application in creating engaging live music experiences. The transition to the digital environment seems to demand unconventional interaction dynamics, the entry of new stakeholders, and the exploration of multisensory stimuli. The results show how important it is to look into ways for the industry to grow sustainably by using user-centered strategies, multimedia perspectives, and co-creation processes.