What if Jimmy [Iovine] is right? If the DSPs are “minutes away from obsolete,” what replaces them? Well, I’m not sure the DSPs are going to disappear overnight, but if you’re an artist or a manager trying to sustain yourself in this evolving music economy, the answer is direct ownership.
The artists who will survive the next five years are the ones who are quietly shifting their focus away from the “ATM Machine.” They are building their own cultural hangars.
They are capturing phone numbers on Laylo. They are driving fans to private Discord servers. They are focusing on ARPF (Average Revenue Per Fan) through high-margin merch, vinyl, and hard tickets, rather than begging for fractions of a penny from a playlist placement.
We are witnessing the death of the “Mass Audience” and the birth of the “Micro-Community.”
The music industry has spent a decade obsessing over how to get a million people to listen to a song once. The next decade will be defined by artists figuring out how to get 1,000 people to care forever.
Death of the “mass audience” and birth of the “micro-community”
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