‘It’s something you can’t ignore’: PNAU’s Nick Littlemore talks ‘the wild west’ of the internet and streaming
The digital age and the rapid rise of AI has altered almost every industry, and according to Australian dance legend, Nick Littlemore, it’s even changing the way music is made.
Appearing on a new episode of The Plug podcast to coincide with the release of PNAU’s new album, Hyperbolic, Littlemore discussed the impact social media has on music creation and marketing, something he never had to consider when PNAU first formed in the 90s.
“The socials thing… it wasn’t there at the inception of when we started making this stuff. And it’s come along, and it’s something you can’t ignore,” Littlemore said.
“Because it’s such a huge part of the way the world seems to consume all kinds of information now.”
It seems nowadays artists should be more concerned about getting a hit single on TikTok rather than the radio, which Littlemore himself experienced with a number of recent hit songs like Go Bang and Chameleon, as well as PNAU’s 2021 remix of Elton John’s global hit, Cold Heart.
“The internet, you know, people say it’s the wild west. It does represent the future… the world’s never seen before, the way it’s all interconnected,” he said.
PNAU. Pic by Cybele Malinowski
“I think streaming kind of reflects that and just social media in general, what’s popular at any one moment. So, I think it’s pretty interesting… obviously this is not the final moment, something’s going to shift.”
Littlemore continued: “AI was just a theory, really, until, come on, let’s be real, like it’s been about a year and a bit.
“A year since chat GPT people were logged on and went, ‘Oh, this is pretty crazy.’ And then the images and then if you’ve seen some of the music generated ones now, they’re just crazy.”
PNAU’s new album comes just weeks after the Sydney trio teamed with Red Rock Deli for a new song, via Special Group.
Listen to the full podcast with Littlemore here.
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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