Sterling Proffer

There’s a growing body of evidence that suggests new artists who are enjoying success are emerging from scenes they participate in or are creating around themselves.

Let’s cut to the chase. If this TikTok-ification of the music biz continues, what will be the end result? Here it is, in a single sentence: Only unsuccessful musicians still need a label. Think over the deep implications of that fact.

This is peak Lifestyle. Easier than ever to launch a brand. More goods than ever. Software-enabled, integrated supply chain driven business models. An explosion of online social media cultures. These elements have become omnipresent, splashed across our lives like the patterned splotches of a magic eye book. Stare long enough, and you begin to see... See more

Once you have hypotheses for who is successful and why they are successful, you can hypothesize possible adjacent users segments. This will involve changing one or more of the vectors that you identified.