Having spent 30 years in the marketing realm, I think musicians can be better than marketers. They don’t have to unlearn marketing smoke and mirrors. Musicians know how to connect more genuinely. Marketing is also as unprepared for the future as are musicians. Marketing is a monologue. It doesn’t have a platform feedback loop. It has a script that it follows sent out by central command. Marketing imposes its artificial culture rather than becoming part of a symbiotic culture of cultures. Marketing is impatient, self-absorbed in the mediums, gimmicky and disguising itself in the era of connectivity and transparency. Marketing is now just a suffix that you can add to any subject matter. And instantly you are a marketer (digital marketing). But at its framework, it is just an app, a content not a context. Aspiring to create an operating system like iOS or Android is a more powerful and sustainable goal. You are creating a culture. You are joining other cultures and looking to help those cultures. Your approach will be slower than marketing but it will be sustainable. What defines the future is a highly-sensing, high context and hyper-culturally-linked petri dish environment where all the individual cells help the other cells to thrive.