recent interview with Billboard, external<\/a>. <\/p>\n“For you to consider yourself broken [as a mainstream artist], people need to care about you beyond the song. Where is the connectivity? Are people really dialled in in a deeper way?” <\/p>\n
It’s a problem the music industry is keen to tackle.<\/p>\n
Oliver Schusser, the Head of Apple Music, says his streaming service is working to champion “tomorrow’s artists” in its curation.<\/p>\n
“You know, we do the Super Bowl halftime show, we need to make sure that we still have performers in 10, 20, 30 years,” he tells BBC News. <\/p>\n
“Because if you look back at the performers we had in the last four years, they all started somewhere before they got to the world’s biggest stage.”<\/p>\n
Other organisations like Sofar Sounds work exclusively with grassroots musicians, putting on intimate pop-up gigs in cities across the globe.<\/p>\n
This October, its Shoreditch Sofar Fringe festival showcased a whole host of artists like East London rapper J Casa.<\/p>\n","protected":false},"excerpt":{"rendered":"Even after a song has gone viral, some musicians say it can be hard to promote subsequent releases…\n","protected":false},"author":2,"featured_media":812969,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[96,59,56,54,55],"class_list":["post-812968","post","type-post","status-publish","format-standard","has-post-thumbnail","category-entertainment","tag-entertainment","tag-gb","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/812968","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=812968"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/812968\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/812969"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=812968"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=812968"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=812968"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}