OUR MISSION
Starting and Growing Zyneth Music has been an ongoing learning experience. It became a platform for me to investigate and learn about the dynamics of the music industry and its impact on music lovers and music creators. Seeing the current state of the industry, I’ve had this itch or push to redefine “MUSIC”. I’ve studied and am still studying the history of Music, it’s origin and its trajectory from the commissioned works of kings and churches to the current mainstream streaming era. I’ve understood that music plays a role in all our lives and in many ways. In this mission statement, I will discuss my normative position, which becomes the foundation of Zyneth Music’s Mission, its context, Our Goal and How we hope to achieve them.
CONTEXT
Music is the art of the soul and ear. It has the ability to affect behaviour and shape our emotions. It enhances how our other senses in experiencing the world and enhances our understanding. It is a storytelling medium.
For centuries, music has played a major role in the world. From the invention of Instruments to instrument families, leading up to the Symphony orchestra. In other cultures, it aids in traditional practice, worship in churches and other religious practices. It is used in entertainment, like movie scores, dancing and background music to create a scene. Music has created celebrities and well-known personnel who discovered and explored new mediums and way of performing it. Today it is everywhere, constantly playing, repeating, changing and evolving.
When I looked at the history of music, I noticed a consistent flaw throughout its history. Its Value. I’ve noticed that throughout history, humans have had a hard time quantifying value for Music, especially now in the age of digital music and streaming. It’s very hard to put a price on something intangible, that it seemingly everywhere and very easy to acquire. Today, music is at the mercy of contemporary media and big corporations only interested in profit. They’ve bundled music with other media formats like movies, podcasts, games, etc, reducing its perceived value by treating it as just an entertainment choice. They’ve built interfaces that holds billions of the world’s music into a single database, stripping it of its story (context) and leaving you with an album cover, artist name and title. (Havighurst, 2019). As human beings, everything we hold dear to our hearts has a story that we hold on to. When you remove that story, you remove the significance of that thing in our lives. Majority of the music we listen to daily only has its composition convince us of its greatness, which is not always a bad thing, knowing where it comes from and why it exists makes the listening experience even better. Music's value is often reduced to an artifact of celebrity and a lifestyle choice, losing the appreciation for its complexity. Streaming's convenience has resulted in music being perceived as "cheap" and "noise to fill the silence." The public often lacks the awareness of music theory needed to appreciate complex music, gravitating towards simple, repetitive chords and melodies. Havighurst (2020) suggests: "The re-valuing of music is a function of helping folks know what they should be listening for when a song and singer aren’t the main focus of attention.
"With 120,000 songs distributed daily, music is rapidly losing value and meaning. The industry's current business model favours Quantity over Quality, leading to "Little Moments of Dopamine," shorter songs, and less sophisticated compositions. This oversaturation directly reduces artist royalty payouts and encourages trend-chasing. Much of today's music lacks intention, purpose, or narrative, existing merely to fill a void of silence or to serve as background for other art forms ("Music without intention is just noise"). Today, musicians must spend vast amounts of time and resources on marketing to get their music heard in the "noisy and over-saturated space of social media." They are often forced to adopt a social media persona, like a "social media influencer," to attract clicks, abandoning their core focus on art. The current social media design prioritizes the "loudest, shiniest, quickest form of content."While streaming solved the piracy problem by offering a convenient, all-access platform for a low monthly fee, it simultaneously led to the devaluation of music, reducing it to background filler (Playlists). The current model fails to recognize the difference in compositional value—treating a 10-minute, sophisticated piece the same as a 2-minute, 5-minute-to-make contemporary pop song. Piracy, though curbed, remains a threat, especially for models involving downloadable digital media, like our direct-to-consumer model.
The music industry and law are complicated and confusing, especially with the rise of AI. Given that most music is based on a musical mode with a limited number of musical notes, it is increasingly difficult to create a piece that does not sound like something already existing, making regulation difficult for lawmakers. Digital Audio Workstations (DAWs), sampling, and loop packs have made music easier and faster to make. This has caused a loss of essential skills like sound design and the incentive to learn music theory and dive deeper into original compositions. Artists now operate on the principle: "if it sounds good, then it's good enough." AI models can now generate music based on a user's prompt, making everyone a music creator. This is comparable to the iPhone making everyone a photographer, it never really got rid of photographers, but allowed everyone to capture memories on their cell phone. Photographers are still in high demand because of the quality & skill involved. AI is not a threat to music itself, but rather it’s a threat to critical thinking and creativity when making music.
OUR MISSION - THE STORY
The main concept of Zyneth Music is “Value through Narrative, Originality, and Relationship”. It is the foundation of the whole business and the only way to understand everything we do and why we do it. It is our guiding position on music, the industry and the way forward. Zyneth Music aims to bring value, meaning, significance, and respect back to the art of music. The company aims to find a successful, single approach to music that will inspire creatives for generations to come.
As I’ve mentioned above, a story is everything. The Story or the Narrative is what we’re betting this entire business on. It gives background, context, process, climax and ending. It gives you a reason to commit yourself to something outside of yourself. Jean-Michel Basquiat famously said, “Art is how we decorate space; music is how we decorate time,” together we decorate life. Music takes us on a journey through time. In a language we all understand, it tells us a story, builds an emotion, and affects behaviour.
We will focus on creating and fostering a skill for making music that speaks for itself. By crafting music with complexity and sophistication that captures attention and takes the listener on a journey. We will integrate filming into the creative process. This provides the listener with a deep understanding of the piece's intention, purpose, and narrative - explaining how composition, sound design, instrumentation, and other musical elements contribute to the bigger story. Every song must have an identity tied to the writer's style (instrument, rhythm, sound). Starting the creative process with a narrative, intention, or meaning gives the song significance, which will carry the listener through the piece. This significance, coupled with the creative process, fosters appreciation for the craftsmanship. When the music is tied to an identity and a story / narrative, it becomes easier to make music that stands out and can easily be identified. We use a contextual approach for creation that includes Intention, Context, Precedent, Composition, Instrumentation, Arrangement, Mixing and Mastering.
While AI will become faster and more sophisticated, Zyneth Music's focus on unique, narrative-driven music will ensure its identity is recognizable and stands out, even in the over-saturated world of Human and AI music. The skill and Knowledge of making music from its composition to the final mix will forever stand out from Artificially Generated Music.
We aim to build relationships with various creatives in South Africa and in turn worldwide to foster this method of music creation. We believe in collaboration and cooperation in everything we do. Music is not a selfish art, but an art to be shared and experienced.
BIBLIOGRAPHY
Havighurst, C. (2019) The devaluation of music: It’s worse than you think, Medium. Available at: https://medium.com/cuepoint/the-devaluation-of-music-it-s-worse-than-you-think-f4cf5f26a888 (Accessed: 15 November 2025).
Havighurst, C. (2020) Re-valuing music: Seven YouTube explainers to follow and promote, Medium. Available at: https://chavighurst.medium.com/re-valuing-music-seven-youtube-explainers-to-follow-and-promote-44f2cb2dd744 (Accessed: 15 November 2025).
Leyshon, A. & Watson, A. (2025). The Rise of the Platform Music Industries. Agenda Publishing. Source Document: Excerpts from "9781788218207\_WEB.pdf
Challis, B. (2009). ‘The Song Remains the Same: A Review of the Legalities of Music Sampling’. WIPO Magazine (Nov 11). Source Document: Excerpts from "The Song Remains the Same: A Review of the Legalities of Music Sampling".
Marshall, L. (2015). ‘“Let’s Keep Music Special. F—Spotify”: On-Demand Streaming and the Controversy over Artist Royalties’. Creative Industries Journal, 8(2), 177–89. DOI: https://doi.org/10.1080/17510694.2015.1096618