Defining Ambient Music

The concept of ambient music, as articulated by pioneer Brian Eno, suggests it is designed to be “as ignorable as it is interesting.” This genre encompasses a wide range of styles, from the compositions of artists like Max Richter and Jon Hopkins to wellness-focused soundscapes, including binaural beats and more.

Within this eclectic mix, artists incorporate influences from various genres. For example, Nala Sinephro’s Continuous introduces jazz elements, while Eno and Fred Again..’s Come On Home cleverly samples folk classics. Hildur Guðnadóttir’s score for HBO’s Chernobyl illustrates the genre’s crossover into mainstream media.

A Shift in the Music Landscape

Ambient music differs from many other genres, primarily serving a functional purpose—be it aiding meditation, sleep, or concentration. Despite its popularity in these contexts, prominent ambient artists often remain underrecognized in the mainstream music sphere. Nonetheless, the industry is now starting to acknowledge the significant revenue opportunities within this niche.

The Impact of Streaming and Playlists

The transformation of the ambient music sector can be largely attributed to the advent of streaming services and curated playlists. Reports suggest that Spotify was maximizing its user engagement by contracting producers to create tracks specifically for its thematic playlists—allegations Spotify initially denied. This strategy highlights the platform’s interest in expanding its catalog of ambient music, which has seen a steady rise since the inception of editorial playlists.

Brando Hartt, an A&R professional specializing in ambient music, noted that the consumption of this genre has steadily increased with the growth of playlists tailored to ambient listening. Additionally, new record labels have emerged, focusing on rapidly producing tracks to secure features on popular playlists, often utilizing a model that prioritizes quantity over traditional artist development.

Commercial Dynamics and Consumer Interest

Statistics reveal that playlists dedicated to sleep and ambient music drive substantial streams. For instance, Apple Music’s Sleep Sounds playlist is frequently recognized as one of the top playlists. In fact, a significant portion of the most popular playlists on both major platforms features ambient or wellness music.

Corey Gordon experienced the phenomenon of sudden playlist success firsthand. In 2020, while a student, he released ambi tape and saw his track “Ambi 25” achieve millions of plays after being added to a major sleep playlist. However, Gordon expressed concerns that such playlists did not foster a lasting audience for his music.

The Pandemic and a Rising Interest

During the COVID-19 pandemic, many artists, including the founders of Avant Garden, sought solace in ambient music, leading to the creation of Peace of Mind Studio. Rather than merely producing content for playlists, they emphasized craftsmanship in their projects, aspiring to treat ambient music with the same respect given to other genres. This approach not only supports artists financially but also allows them to explore their artistic capabilities.

According to Naficy and Crawford, multiple artists within their studio enjoy significant earnings from their ambient projects, proving that the genre can be both meaningful and lucrative.

Live Events and Community Building

The surge of interest in ambient music is evident in its live performances, as growing audiences for ambient events necessitate larger venues. Initiatives by labels like Leaving Records and Arden Records have connected live music to meditation experiences, underscoring the communal aspect of ambient music.

Emerging Marketing Strategies

Innovative marketing approaches are now being implemented in the ambient scene. Artists like Flawed Mangoes have demonstrated how social media can facilitate audience growth, utilizing platforms like TikTok to captivate new listeners and establish visibility in a predominantly low-profile genre.

Challenges Ahead

Despite the promising growth of the ambient genre, it faces challenges, particularly from the rise of generative AI. Applications like Endel create AI-generated ambient soundscapes, posing competition for human artists. Moreover, industry leaders like Lucian Grainge of Universal Music Group have expressed concerns about compensating “functional music” differently from traditional musical compositions.

Nonetheless, organizations dedicated to ambient music remain undeterred, embarking on new ventures such as publishing to explore untapped songwriting markets. There is hope for ambient to attain mainstream recognition, with visions of it occupying significant stages at major music festivals.