IT’S BRUTAL
OUT THERE

We won’t sugarcoat it: The next 90 days are gonna be brutal for new and/or developing artists.

While it’s always busy on the charts, it’s particularly tough just now, with some top projects locked in and several other superstar drops on the way. And while the top of the radio chart is a constant challenge, the dominance of big releases now extends to streaming and social media.

A few acts, such as big guns Ariana Grande, Billie Eilish, Post Malone, Jonas Brothers and Lil Nas X, are now fully locked and loaded atop all outlets. Following Taylor Swift’s splashy new single are this week’s releases from Shawn Mendes and Logic f/Eminem, with an Ed Sheeran/Bieber collab on deck and, based on social media, a Halsey drop imminent.

It’s a track-dominated marketplace, with these and other artists doling out multiple singles and occupying more and more cultural real estate with songs before dropping new albums.

With so many major artists delivering new content, the oxygen in the room will be scarce—not only at radio but on playlists and media in general. The environment is somewhat akin to what we used to experience in Q4, a time when new artists traditionally hibernated.

While it may be true that a rising tide lifts all boats, getting exposure for an emerging act in such a crowded marketplace is no easy task. The brain trusts are pondering how best to survive the onslaught. Patience and perseverance will serve such players well.

It’s a classic Darwinian struggle. Who has the goods and staying power to push on through to the other side? Where’s the entry point to get a sustainable foothold? Stay tuned.

Photo by Robert Baker on Unsplash