In a one pager in the journal “Rolling Stone” (2025, p. 9) Bruno Patino writes about the legendary David Bowie who was the first rock musician to launch a new song on the internet before it became available as CD (Telling Lies, 1996). As a pioneer in co-creation, Bowie anticipated somehow the trend and wish of people to personalize preferred songs even further and distribute such versions among friends. In this process, AI has become a powerful tool to push individualization even further and the digital social media allow even broader audiences beyond a more narrow circle of friends. Music maybe setting the trend for some in the same field, other creative fields might follow the footsteps. The need to co-create collective experiences and participate in collective musical moments is likely to rise again as well.
Good news for music festivals across the world. Live concerts are the new form “collective individualism”.
