At a time when executives agree it’s harder to create superstars, the music industry may need to change how it views a win.
Some blame the meager number of big breakthroughs on label decisions. According to the first A&R executive, “Labels signed more and signed worse than ever before in the decade-plus I’ve been at a major.”Some cite the precipitous decline of mass media like radio and the maddening unpredictability of TikTok.
“Every issue that we’re facing right now comes down to oversaturation,” Bourne says. “People are just buried in content.” “You know when you go camping and someone pulls out a guitar, and you’re like, ‘Oh, my God. Can you please stop?’ ” grouses a third A&R. “That guy is on [digital service providers] now.”
In addition to those factors, executives say, a hit doesn’t mean what it used to. It’s common to hear grumbles about young acts who have hundreds of millions of plays of a single but can’t fill a small room for a live performance. “It’s easier [today] for folks to be passive fans,” Erving says. “For you to consider yourself really broken, people need to care about you beyond the song.
As a result of these shifts, some executives argue that the industry needs to change the way it thinks about breaking artists. As one A&R executive puts it: “Maybe there aren’t as many players slugging home runs, but there are more producing a steady stream of singles and doubles.”
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