Part 8/12:
This model pushes artists into a corner: they must rely on their fans and social media algorithms to succeed. The record label's role has diminished from active promoter to passive spectator, waiting for a viral hit to justify a release. This reliance on virality also manipulates public perceptions, making it difficult to gauge truly genuine artistic merit.
The Business of Music: Past and Present
Looking back at the industry’s history offers some contrast. For example, Nirvana’s initial signing was based on industry belief in their potential, not viral success. Producer and industry veteran Gary Gersh signed Nirvana because he genuinely believed in their artistry, a stark difference from today’s emphasis on viral metrics.