There was a time that the under-twenties may not know, when artists sent their “demo” tapes to record companies, feverishly hoping to be called back. The advent of streaming platforms and social networks, which have democratized music production, has changed everything.
Nearly 100,000 new titles are added to the catalog of streaming services like Spotify every day. To spot promising talent in this ocean of clips and tracks online, record companies now rely on the number of views on YouTube, shares on social networks, listens on streaming platforms or on Shazam, and “creations” on TikTok, essential today.
