Industry Seer Dmitri Vietze Looks Ahead
What will the music scene look like in 2026? It’s a question that sparks endless debate. Dmitri Vietze, founder of Rock Paper Scissors PR, has some stark visions for what’s ahead. If you think you’ve seen it all, buckle up.
Vietze started his PR agency in 1999, combining innovative technology with engaging storytelling. His unique blend of skills led him to create StoryAmp, a DIY PR tool that provides a platform for artists to get their message out. With decades of experience under his belt, he’s a key player when it comes to music strategy and innovation.
Recently, Vietze shared some predictions for 2026 that are nothing short of surreal. Firstly, he believes a well-known celebrity artist will be ‘deep-faked’ in a very public manner. The initial backlash will be swift, but the artist will embrace the controversy, claim the song as their own, and turn it into a massive hit. In a world dominated by AI, they might even perform as avatars in virtual worlds, raking in profits for years to come.
But there’s a darker side he foresees. Vietze warns of an impending avalanche of lawsuits that could bring the music industry to a standstill. The traditional systems we rely on might collapse under their own weight, leading to a day when no money changes hands in the business. This chaos could paradoxically open the floodgates to a new era of music monetization. After the dust settles, he predicts a dramatic rise in how artists earn, fueled by independence and new economic models.
And then there’s Taylor Swift. Vietze forecasts she’ll launch a platform allowing fans to create their own versions of her songs, dubbed “fan fiction” tracks. Fans would pay a premium—up to $500 each—to produce and release these tracks, leading to a phenomenon where twenty of these fan-made songs might simultaneously chart. Swift would earn royalties from every one. Following her lead, major labels are likely to jump on board, shifting industry standards.
Vietze’s insights are a reminder of how quickly the music industry evolves. The intersection of technology and artistry is always shifting, and those who adapt will thrive. To find out more about Vietze’s agency, visit Rock Paper Scissors. For more on what’s next in the industry, check out Rock Paper Scissors.