The music industry is keen to tackle a problem involving musicians, viral songs, and career

The music industry is keen to tackle a problem involving musicians, viral songs, and career sustainability, bbc.co.uk reported.

Streaming Platforms and Catalog Dominance

Apple Music Head Oliver Schusser told BBC News that his streaming service is focusing its curation efforts on championing tomorrow’s artists to ensure the industry sustains future generations of performers.

You know, we do the Super Bowl halftime show, we need to make sure that we still have performers in 10, 20, 30 years. 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.

Oliver Schusser

The Limits of Viral Song Promotion

Industry leaders point out that algorithmic platforms are structured to generate viral moments around isolated tracks rather than build lasting connections between artists and audiences. J Erving, founder of Raye’s distribution company Human Re Resources, emphasized that current consumption habits foster passive listening rather than deep fan engagement.

It’s easier today for folks to be passive fans. 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?

J Erving

Staging Pop-Up Gigs to Highlight Independent Talent

Beyond major streaming platforms, grassroots organizations are stepping in to build physical bridges between emerging musicians and dedicated listeners. Sofar Sounds stages intimate pop-up gigs in cities across the globe to highlight independent talent. The organization hosted its Shoreditch Sofar Fringe festival, showcasing acts including East London rapper J Casa.