Going viral? "Ew."

Gen-Z musicians are aware of the algorithm's power and its ability to blow up over night. But they also have the awareness that if you don't have an already established discography and the skills to back it up, fame is inconsequential.

SPIN for Virality?

SPIN is a framework used to study the commonalities of viral campaigns. It stands for: Spreadability, Propagativity, Integration and Nexus.

Independent or label?

Technology has lowered the barriers to music creation and distribution for independent artists, leading many to consider bypassing traditional labels—especially considering its history of predatory practices.

Location?

Does it matter? Not everyone agrees but there is acknowledgement that the city they reside in does cast an influence. LA is easy for industry networking, but attitudes can seem "fake" or "transactional." Seattle musicians feel isolated from their peers. NY seem to be following LA towards a more industry-focused scene. 

Digital only?

Deep engagement still seem to heavily rely on live experiences. Storytime: a band with no online following regularly sells out shows due to a strong local presence VS a  bedroom artist with over 20K followers struggling to draw a crowd.

Going out of style?

Some musicians worry that technical skill and mastery are being overshadowed by loud, repetitive, viral-driven sounds. While this shift isn’t inherently negative, it can be discouraging for artists who prioritize musical craftsmanship.