Music Business Worldwide

Gunnar Greve: Alan Walker, the metaverse, and why Web3 will 'completely change the music industry'

April 29, 2022 Music Business Worldwide Season 5 Episode 5
Music Business Worldwide
Gunnar Greve: Alan Walker, the metaverse, and why Web3 will 'completely change the music industry'
Show Notes

Gunnar Greve believes, with all his heart, that Web3 and decentralized networks are about to turn the music industry upside down. In a good way.

Greve is the long-term manager of Alan Walker, the Norwegian-British electronic music sensation whose tracks have been streamed across audio and video no less than 50 billion (!) times... including more than 5 billion times in China.

In addition, Greve is a co-composer of Alan Walker's music (including the 2015 global mega-smash, Faded).

But all of that is just part of why Greve joins MBW founder, Tim Ingham, on this MBW Podcast (supported by Voly Music).

Alan Walker's background is intertwined with the world of video games. Walker is a video games design geek, and proud of it. His music career began when, as a teenager, he began sharing his epic compositions with fellow video games fans online.

Today, Walker (with Greve's help) has devised his own entire fictional world – The World Of Walker – within which his fans, the Walkers, are (not surprisingly!) the good guys.

This world extends to Walker's music videos, which have racked up over 11 billion views on his YouTube channel... which happens to be the world's 11th biggest music artist channel on the platform.

It's no great shock, then, that Gunnar and Alan are rather enthused about the possibilities for Web3's combination with music – and the impact it can have on artist-fan relationships.

If you're growing a little weary of all the chatter around the metaverse, NFTs and the blockchain, this is just the pep talk you need.