Sterling Proffer

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.

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.

Glaringly, the prominent artists complaining about record labels demanding TikToks tend to be Millennials who love a good music video—or at least seem to appreciate the power of cultivating distance from their listeners.

More hours of work don’t mean an increase in productivity — quite the opposite, actually.