Vision

The purpose of Koi-5 is to create a framework for innovation of the conventional art product and elevate the quality of art itself. By reimagining the distribution of revenue within the art industry and channeling more funds back into the creative process, we can establish a cycle that enables stability and innovation, and through iterations will raise the fundamental value of art. By cultivating awareness of the unique properties and potential of art, we can join and organize artists to restore the balance and form the future of the creative industries together — a future that calls upon artists to take responsibility and use their ability to unite people and create a sense of connectedness. The ultimate vision is to raise the total value of the global art industries beyond the value of the weapons industry. To see creation hold greater value than destruction. Due to its immaterial nature, art holds infinite potential for generating both cultural and economic value - making it the only industry capable of surpassing the economy of war.

The Core Values of Koi-5

1. The vision is carried by the respect for all life.

2. The vision is not ideological — it seeks alignment with reality. A vision is discovered, not dictated.

3. Humanity remains the center of what this vision seeks to restore and transform.

4. Honesty.

5. The artist’s purpose is to unite people, expand awareness, and expose fear.

The 7 Phases of Development

Phase 1: Awareness of the artist’s fundamental position and responsibility.

Phase 2: Organising and mobilizing artists.

Phase 3: Modeling the future art industry.

Phase 4: Implementing the new model.

Phase 5: Elevate the quality of art.

Phase 6: Elevate the perceived value of art.

Phase 7: The total value of the global art industries exceeds that of the weapons industry.

The Immaterial Nature of Music

Because art is immaterial, it carries an infinite potential for value — a value defined not by material costs, but by what is called perceived value¹. Art holds the monetary worth we collectively agree upon. Yet we cannot raise its value merely by saying it’s higher - the quality of the art and therefore its function must rise with it. Otherwise, we create a bubble. Art moves across all social layers and holds the potential to break the barrier to the wealthiest 0.1%. Fact is that eight of the richest individuals in the world possess the same wealth as half of the global population. This represents an energetic blockage - one that only art has the power to dissolve.If artists begin to address the infrastructural holes of the current industry and collaborate to elevate both quality and value, the overall perceived value of art can rise to a point where even the world’s wealthiest are drawn to reinvest significant portions of their capital into artistic creation. This would channel resources back into society — provided that the artist retains ownership and reinvests directly into new creation. In doing so, value becomes regenerative, forming a cycle that fuels continuous innovation. It is our opinion that art today is profoundly undervalued.

¹ A customer’s personal perception of what a product is worth to them — based on a combination of factors such as quality, brand, price, and the overall experience

The Function of Art

The fundamental function of art is to unite people and expand the boundaries of our shared perception of reality. Artists reveal through their work new ways for people to express themselves and push the limits of what is considered possible. Artists defy the norms and widen the cultural framework allowing more diversity, mobility and freedom for the individual. This means that artists directly influence how society is shaped — making art invaluable and central to human evolution. At its core, art functions as society’s release - a pressure valve that allows us to breathe within the system. Because there can never be rules for what kind of art one creates, awareness becomes essential. Artists are fully entitled to create whatever they feel called to create — as long as they understand what they are releasing into the world. The artist does not need to defend their work, only to be conscious of its consequences. Art can liberate or confine. Music in particular speaks directly to the subconscious and can make people act in ways they otherwise would not. When artists are unaware of their influence, it is often because the traditional music industry deliberately downplays it — knowing fully the magnitude of the artist’s power. Artists can reach more people than presidents, and influence them on deeper levels. Throughout history, power structures have recognized this and, at times, sought to suppress or even kill the artist. Therefore we believe that it is essential to develop and support the artist on multiple levels — to ensure both their safety and their ability to withstand the darker forces still rooted within the music industry. In Denmark, as in the rest of the world, organized crime remains an integral part of the industry. Our intention is to build a new infrastructure — one that, by design, does not attract such forces.

Current Challenges in the Music Industry

Today’s music industry gives away its primary product for free through platforms such as Spotify and YouTube², which means they have effectively removed the ground beneath their own feet. The focus has shifted entirely from quality to quantity (see figure 1). The industry is challenged by the lack of investment in infrastructure and a diminished capacity for commercial innovation - conditions that have led to a low incentive for risk, mono culture, and a deeply unstable market. This downward spiral dilutes the product itself, making it increasingly difficult to sell at any meaningful price — a loop that causes its own devaluation.

Additionally, the industry’s primary revenue stream depends on a single technology — streaming — which further exposes the fragility and limits the ability to attract major market forces. It brings memories back to the late-1990s crisis, when Napster undermined the CD’s relevance and led the industry into a 15-year collapse, during which global revenues fell from 21.5 to 6.9 billion USD — a decline of roughly 70%.

Given these conditions, the industry struggles to attract both large-scale investment and genuine consumer spending power.

² In Denmark, 94% of the population stream music, yet only 60% pay for a music service. As of mid-2025, Spotify counts 696 million users worldwide — of which only 276 million are paying subscribers.

Figure 1: The downward spiral

The industry’s solution has been to claim more ownership of the art itself — yet in doing so, it risks owning 100% of a product that holds no value. As a result, most resources are being redirected away from the creation of art — the very foundation of the industry’s existence. One could argue that the industry is undermining itself, and that the inevitable outcome will be a collapse. A collapse that would likely hit artists the hardest — leaving them unable to distribute their work or generate income outside of the independent infrastructures they build for themselves.The current model is highly effective at concentrating wealth at the top. There is little financial flow, and reserves are held by a few dominant companies, draining the market and repressing healthy competition. What further weakens the ecosystem is that much of this capital is invested outside the industry altogether — for instance, Daniel Ek’s €600 million investment in military drone technology. All of this signals a deep lack of coherence. The fear from the crash of the late 1990s still runs so deep that it continues to shape the industry’s culture — separating artists and distorting the creative process itself. Everyone now operates from a scarcity mindset, breeding an unhealthy and highly competitive environment that works against the very purpose of art.

The Traditional Distribution Model

Figur 2: Det klasiske fordelingsscheme

To illustrate how much revenue is diverted away from the artist, the table below outlines the typical distribution in a standard record deal — where profits are split 50/50 between label and artist. However, a 50/50 split is far from reality. The artist only receives their share after Spotify and the distribution have taken theirs. And then comes the label that has to recoup the budget they provided for the release — which, in addition to fees for collaborators, often includes salaries for in-house staff such as project managers. Additionally, labels often own the distribution companies themselves and hold significant shares in Spotify, meaning their actual profit share is much higher — though impossible to calculate precisely. In this example, there is only one other collaborator receiving a percentage in addition to a fee, but most releases also include songwriters and co-producers. What is called a “50/50 split” is, in reality, a division of only 55%, not 100%. Here, the artist is left with just 22.8% of the total revenue for living costs and reinvestment in their work — and that’s before tax.

It should also be noted that labels no longer cover studio rent or contribute to the creative infrastructure. These costs are most often carried by the producer. It becomes evident that, despite having a label deal, the artist still carries nearly all the responsibility and costs of the process — yet the structure itself obscures this reality, creating confusion and limiting the artist’s ability to make informed decisions.

Using the example of 1 million streams, the artist would earn 1.119,5 $ (7.235 DKK), while the total streaming revenue equals 4.900 $ (31.665 DKK).

For comparison, an emerging artist without an established platform or leverage in negotiations often receives only 20%, which brings the artist’s real share down to 7.6% of total revenue — equivalent to just 522 $ (3.373 DKK) per 1 million streams.

This model reflects streaming income, but the same mechanisms apply in the live sector, when an artist is signed to a booking agency. Here, the chain includes ticket sales, the ticket provider’s cut, the venue’s share, recoupment of production costs (salaries for musicians, technicians, etc.), the agency’s commission, and finally the manager’s cut — leaving the artist with only 20–30% of the total income.

If a concert loses money, the agency may advance the costs, but ultimately the artist remains responsible for covering that debt.

The artist is exploited from every angle, yet still carries the fundamental responsibility. Therefore it seems only natural to reclaim that responsibility. So, we propose a new model that we believe can restore that balance.

The New Art Industry

The most important thing about a new model is that it’s simpler and increases innovation. By learning from the current industry, we can build a model that is more efficient and directs focus back to the art itself. It begins with freeing the artist from the need of a label. Today, artists have many opportunities to distribute their art independently, but they lack a structure that ensures the consistent quality of their product. We therefore propose a structure that begins with the separation of rights and revenue streams (see figure 2), which will give the artist far more flexibility. In the current industry, ownership of rights and revenues is intertwined, but since we believe the artist should keep 100% ownership of their rights, we must begin by separating rights from revenue. This will make it possible for the artist to distribute revenue to other kinds of contributors, without giving them ownership of the art. All co-creators involved in an art piece —musicians, producers, photographers, dancers, designers, PR, administration, management, etc.— can instead receive a percentage of the revenue streams the piece generates. The specific revenue distribution network will be elaborated upon in a later section.

The percentage-based distribution to co-creators reduces the need for one-time payments, which is often where a label becomes useful. This provides the artist with the same flexibility that a label would enable otherwise. At the same time, the co-creators form a deeper connection to the work, as they must believe in the idea before money arrives. When a co-creator receives a percentage of the revenues, they become connected to the work’s full potential — which is basically infinite. At the same time, this prevents a situation where collaborators are purely a part of the project for financial reasons. This model means greater economic and creative mobility for the artist, as well as the opportunity to include more co-creators and thereby increase diversity. With diversity — and the broader perspectives it brings — comes momentum for innovation, encouraging risk-taking and enabling originality to emerge. An original work of art stands out from the crowd and therefore generates visibility. Visibility makes it possible for the artist to establish a connection with the audience. This connection is not guaranteed but arises only when the audience genuinely sees themselves in the work. That connection is the point that carries the potential for unity, which is the greatest strength.It grants the artist pointing force.

Pointing Force

Pointing Force is essentially the combined number of listeners, followers, fans, and other artists who point to an artist. Today, many artists primarily point to themselves. This creates a closed feedback loop where the energy is trapped. Therefore it’s important that the artist understands how to point to other artists, as well as to the art product itself. When several artists combine their pointing force, it increases both the visibility and the value of the art product. This is a fundamental and well-established marketing strategy known as clustering, or Hotelling’s Law. To prevent the pointing force from being an artificial cheerleading effect, a fundamental principle must always be honesty — to ensure that one points to an artist who truly holds value — so the system isn’t drained. One does not point in order to gain something, but to show the world where value lies. This will ultimately lead to trust among artists, which will also be reflected outwardly, allowing the audience to regain trust in art itself.

The premise for such honesty is the elimination of fear. It is the artist’s responsibility to confront their sense of inferiority and remove the fear of not being enough. One cannot raise value within a system where the dynamic is built on stepping over others to rise oneself. The feeling of inferiority comes from having been told that what makes you unique is wrong. The consequence is conformity, where you through your art express the desire to fit in - and therefore it becomes impossible to create something truly original. The industry attempts to solve this problem by idolizing the artist and adjusting on every parameter except the music itself, because the music on its own does not contain sufficient attraction. It is basically an infinite black hole that drains the industry of its resources.

Figure 3 - The upward spiral

The Development of the Artist

Because the artist naturally attracts an extraordinary amount of attention and energy from the outside world, it becomes easy to lose direction — and even to cause harm to oneself or others — if you don’t have the necessary tools to stand in that position. When an artist reaches success and energy begins to flow in, it calls for inner clarity and alignment, otherwise it risks consuming both soul and body. Since the art and the artist cannot be separated, the development of the artist is essential — both to ensure higher artistic quality and to sustain holistic wellbeing. We see four central areas of development:

Craft and Technique

To preserve the artist’s connection to their creative fire and force, it’s essential to continuously nurture and refine one’s craft. A consistent practice strengthens both technical capacity and creative flow, reducing limitations in the process of creating. This allows the artist to approach creation with curiosity, to bring new perspectives, and to stay connected to the deeper current of inspiration. Though this should be self-evident, many artists today focus primarily on promotion rather than development of their craft — a tendency that ultimately weakens the foundation of the art itself.

Personal Development

Essential for every artist is self-worth. When self-worth rises, so does the quality of the art — and the level of integrity in all collaborations and agreements. A strong sense of self allows the artist to receive critique without defense, enabling deeper cooperation and more nuanced perspectives around the work.

At the same time, it cultivates a clearer personal voice — the ability to stand firmly in one’s truth and act with honesty and discernment. From this place, the artist gains momentum to direct energy where it truly matters, rather than seeking external validation. As the artist grows, so does the field around them — and the need to please begins to fall away. You stop asking what the audience wants, and start listening to what wants to move through you.

True self-worth is sustained only through humility — it is key to stay balanced in the understanding that no human stands above another. Everyone is different, but all are of equal worth. With this, you stop judging others and stop wasting energy seeing yourself from the outside.

Training and Health

A holistic approach to health — body, mind, and spirit — is vital. The way we treat our bodies and the nourishment we consume are direct reflections of how we relate to ourselves. For this reason, physical training should be part of the artist’s daily practice. The body serves as one of the clearest indicators of how we feel — and a necessary outlet for releasing stagnant energy and breaking mental loops. It supports focus, concentration, and stress reduction, especially during intense creative cycles.

Artists should treat their bodies as high-performance athletes do; therefore a balanced diet and proper supplements are necessary when creating at a high level.

Therapy

Creating profound art requires a willingness to look inward — to explore the depths of one’s own human experience. Art, by its very nature, is a therapeutic process: it illuminates emotions, situations, and ideas from different angles, offering new and unique perspectives. To move through such processes at deeper levels, the artist needs the right tools — the ability to ‘dive in’ while still having enough air for the journey. Therapeutic work can help develop these tools: awareness, presence, and the courage to meet fear rather than avoid it. There is a discourse among artists that engaging in therapeutic work diminishes one’s ability to create — that pain is the driving force in art. This belief has fueled the romanticization of the “suffering artist.”

But real therapy does not remove pain; it gives the artist the capacity to confront it, to work with it, and to transform it. Ultimately, therapy is about allowing oneself to feel what has been suppressed. In this way, therapy grants even deeper access to the creative process itself.

The Three Dimensions of Art

Every piece of art operates through one or more of the three dimensions of art: Sound, Light, and Form.

‌‌Sound: Artists working within the sonic field — such as music, voice, or rhythm.

Light: Artists working within the visual field — such as image, video, or stage lighting.

Form: Artists working with material and structure — such as design or dance.

In the traditional music industry, these three dimensions are separated in the creative process. At Koi-5, we see a potential for another method — one where the three dimensions work simultaneously in direct contact with each other, creating one piece through a unified movement. Below is an illustration of how this dynamic works in practice (see Figure 4).

The Co-Creation Process

To create a situation in which an idea can move through all three dimensions simultaneously, certain dynamics must be in place. It is essential that everyone works around a channel — the core concept of the project — so that the energy has an anchor. It is equally essential to have a facilitator who maintains communication and structure.

Let us look at a solo artist project as an example. The solo artist acts as the channel through which everyone works. Together, the team co-creates a character that becomes the face of the artist project. That person moves through all art dimensions and serves as the central balancing point for what flows through the channel. The artist may step beside the channel and observe the character being built, but remains the access point that makes the entire movement possible. Around the channel is, in this example, a producer (sound), a photographer (light), and a choreographer (form), whose task is to open their dimension so the artist can express through it. They do this simply by creating from their highest sense of inspiration; the artist then decides what is released through the channel. It is crucial that this process is always driven by genuine passion — as this ensures the deepest presence and integrity in what is created.

Figure 4 - Art dimensions

In this way, each contributor brings their truest and most unique expression, which will always carry the highest energy. The idea moving through the dimensions is refined and calibrated through iterations, and once everyone is satisfied with the result, it is released through the channel. Ultimately, however, the solo artist has the final say — standing closest to the channel and carrying responsibility for what is released through it.

There is infinite potential in this model, because the synergetic effect exceeds the sum of its parts. It becomes a self-amplifying process — a powerhouse for creation. But the success of this method depends on deep personal development and a shared trust in the process itself.

The Revenue Distribution Network

A core mechanism in the new art industry is a distribution network — a system designed to redistribute revenue among all creators connected to a piece of art. This network is facilitated by a technical infrastructure that organizes reporting, allocation keys, and payouts, ensuring that the only task left to the artist is to agree on percentage shares with their collaborators. The process begins at the top, where the revenue streams generated from the art product flows through one single channel (see Figure 5).

In today's music industry revenues are typically tied directly to ownership rights — but we believe these two should be separated. Only artists can own the rights to their work. To simplify rights management, artists who co-create a project, direct their individual rights into a shared legal container, represented by a lawyer. The purpose is to protect the artwork from interference, speculation and conflicts of interest — particularly those imposed by publishing companies and corporate stakeholders. This structure reduces the risk of corruption. All rights clearances are handled through the lawyer, who, in collaboration with the artists, establishes a framework agreement governing the work’s usage and distribution.The goal is to remove the need for controlling how the work functions or spreads — its inherent signature should carry it forward. When an artist is conscious of the energy embedded in the work, that energy itself becomes its protection against misuse.

Figure 5 - The revenue distribution network

The income generated by the art product flows into the distribution network, where funds are allocated through a structure based on shares/percentages for all contributors. The first layer consists of external collaborators and potential investors — partners who contribute with financial, creative, or technical functions. This is a flexible layer in which percentage shares are negotiated individually, based on each collaborator’s specific contribution to the work in relation to the whole. It includes everyone who is not part of the core team, meaning that their shares can vary from project to project.The remaining funds then move into an internal distribution within the core team, where there’s a fixed allocation key and where 10% goes to Koi-5’s infrastructure.These funds cover physical facilities, therapy, administration, PR, and other elements that support the artist’s development and creative process. The core team — the group of permanent collaborators within an artist project — is responsible for reinvesting part of their income into their individual fields, such as equipment or other relevant materials/assets.

The distribution system is not designed to accumulate reserves, but to continuously reinvest resources into artistic development. In doing so, it elevates the quality of the work, allowing it to move through layers of society — increasing its overall value and returning energy to the creative cycle.

The great circuit

To deepen the understanding of what Koi-5 seeks to create, we have developed a model that illustrates every part of the cyclical movement we envision as the core of the future music industry.

The elements

To further clarify the dynamics of The Cycle, we have developed a more distilled model — ‘The Cyclical Movement’. It begins with an inhalation (CO₂) of inspiration which, in resonance with the artist’s vision — defines the point of direction from which the idea is drawn down from the Ether. This idea forms the foundation for the creative process that follows — a collaboration between the three art dimensions, where therapy enables deep connection and coherence between creators.From here, the creative process can expand and be carried out through the inclusion of collaborators who contribute with specific functions depending on the needs of the piece. This diversity strengthens the process and leads to the creation of an original art product. At the core of this entire movement is innovation — the element of Fire.

Once the piece of art is completed, it exists in both a physical form (Glucose) and an immaterial form (O₂). Here, the exhalation takes place — the release — and the piece becomes ready for distribution (Air). Because the art piece emerges from a more diverse creative process, it carries greater originality — and therefore the distribution requires far less external energy, as the piece itself leads the strategy. The piece must be allowed to move freely through the distributing channels that correspond to its energy. When the art product is released, a process of condensation occurs when it encounters the rest of the world — forming the cloud of H₂O (Water). This generates resources that are collected and distributed through the revenue distribution network, reaching all external collaborators, the core team, and Koi-5, where the infrastructure is strengthened and renewed. From here, the entire system is nourished and recharged — ready for the next cyclical movement to begin.

Comment

Distribution Layer

Output Channel

All parts of creation converge into the final art product, which is then prepared for the process of distribution.

Glucose
The physical art piece— the tangible creation such as a song, a video, or a dance piece.

O₂
The immaterial art piece — the message of the piece and its impact on the world around it.

CO₂
External inspiration that gives the artist a point of reference — a place for ideas arriving from the ether to coagulate.

Artist vision
The unique creative vision that defines each project. It gives the piece direction and illuminates the entire cycle.Revenue streams
The income generated by the art piece through different channels — for example streaming, sync, radio, or physical sales.

H₂O
The concrete monetary flow produced through these revenue streams.

Ether
The source of ideas — the field from which inspiration is transmitted.Class

Layers
The social layers defined by economic income.Value
The monetary worth of art.Rights
The legal permission to alter, distribute, or use a work.

Innovation Layer
The Vision Foundation

The vision that forms the foundation of it all. The idea of a regenerative cycle that defines the framework of the system and places human values at its core.

Stability Layer
The infrastructure that creates the physical framework for the creative process.

Forming Layer
The unfolding of ideas through the three art dimensions — the space where the art piece is born and nourished.

Expansion Layer
The piece created in the forming layer is elevated and carried out in its final form in this layer — often through new collaborations, depending on what the piece calls for.

Therapy
The therapeutic work that cultivates a deeper sense of connection among all creators — the place where alignment is established and sustained.

Revenue Distribution Network
The monetary resources that keep the cycle turning, nourish the system and ensure that every contributor receives their rightful share.

The artist is always the last to be paid, yet the first to cover a loss. The system, as it stands, ensures that the industry never takes responsibility — only profit. The artist carries the full responsibility, and that must be balanced by an equal return of energy in the form of resources. The current system has so many layers where funds are extracted - leaving the artist with a fraction of the value they generate. It forces them to seek income outside of their art, which inevitably affects the quality of creation. At the same time, the industry has lulled the artist into some kind of drone-like sleep, making them believe that the system holds the power. Artists must not fear power. Power is strength — and only becomes dangerous when it is turned into an instrument of control. But power can also liberate; it can release humanity from its own grip. And that is the artist’s highest calling.

The current industry has become heavy — weighed down by makeshift solutions and systems within systems — because at its core, it is unwell. We have learned only to treat the symptoms. In Denmark, we fix the holes with cultural funding, but we believe this has contributed to stagnation rather than innovation. It has become a gatekept veil that obscures what truly holds value. Cultural funding creates a barrier between artist and audience, because the artists lose essential feedback. It’s like a comedian testing their jokes in front of a jury instead of a live audience. The result is an echo chamber in which the artist believes they are creating something functional, when in reality they are fulfilling a narrow set of criteria defined by a few. A true artist must accept that no one knows anything until they meet the audience. The only direction an artist has is what moves them personally. Right now, the desire to maintain the status quo is greater than the desire for progress. We must simplify the system so it can rise again. We must start from the ground and rebuild it. We must create an industry that attracts people because they love art — and we believe that most of them already do. At Koi-5, we hold deep respect for all people, and our finger always points to ourselves first. But we are not afraid to examine the cracks in the system. Our motivation is love: love for art, for humanity, and for life itself. That will always remain the core of what we do.

To establish this new cycle, artists must stand together and confront an industry that no longer sustains itself. Instead of dreaming of the past or romanticizing a lost era, we must look clearly at the industry we are part of — and imagine a solution built in harmony. Artists hold a unique role in society. Our product is infinitely diverse, bound only by imagination. It does not depend on the extraction of natural resources, because its core is made of ideas. Art requires energy and materials — computers, speakers, instruments, stages, cameras — but its essence is storytelling, and storytelling is immaterial. We create the content that gives every new technology meaning — and our art and message can reach the entire world within seconds. If we as artists live up to our potential, we can alter the course of humanity — away from self-destruction and war — and make a genuine difference. If we create a revenue distribution network that truly serves the people within it, it will generate a magnetic pull that attracts resources — accelerating the industry into an upward spiral of growth. At that point, there are no limits to what we can achieve. But such power requires a deep awareness and inner balance to sustain. At Koi-5, we believe this vision has been entrusted to us from a higher place — and that it’s only a matter of time before it manifests globally.

We are artists, and there are specific areas in the development of this model that we cannot complete alone. If you wish to support the work, you can contribute financially to the following:

• Development of the legal container for rights.
• Development and coding of the technological infrastructure behind the revenue distribution network.
• Financial support for rent and operational infrastructure at our current creative facilities.

It is important to emphasize that this is not a profit-driven project. It is not designed to make us rich. All concrete solutions we develop will be available for free and open-source, so others can build with the same methods. Our goal is to elevate the entire field of art — to raise its collective value. That is where we see our true income: through the art we create.

For questions, source references, or contributions that could help us advance this model, please contact us at info@koi-5.com

If you wish to share this vision, we ask that you contact us for access. We are selective about who we present this model to in its early stages. This vision has been under development for over two years.
If you wish to explore our pilot project that applies this model in practice, you can support us at our platform ILMA.life

Thank you for taking the time to read our vision.

With respect and love,

Koi-5