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As technology changes and makes its way through the industry, inevitable effects are
seen in artist development, in addition to the ever-changing audience and trends. An example is
the transition from vinyl, cassette, CD, radio, and streaming services. These constant transitions
are not only observed in the artist themselves but also in the team behind them. For instance,
what was once a “tour management” position is now “artist development.” The Billboard article
"Jobs of Tomorrow: Meet the Streaming-Savvy Execs Redefining Artist Development," written by
Tatiana Cirisano in 2019, reinforces this idea by highlighting JJ Corsini and Chris Hovspian, who
were once in ‘Artist Relations’ at Apple Music and are now at Universal Music Group as Senior
Vice Presidents of Artist Development. Their experience with streaming services provided them
with the background to understand not only the platform but also what needs to be
accomplished, whether through streaming, fan engagement, or marketing. All of these factors
are key in determining what is needed to create a successful artist, interpreting trends, and
answering the question: What can an artist do to stand out? Cirisano states,
“helping new acts establish a personal brand that is consistent across their musical
releases, fashion sensibility, live shows, and more. The goal: foster a deeper connection
with fans and achieve longevity in the fast-paced digital music landscape.”
Artists that come to mind who have achieved this goal and have been key factors in the
music industry are Billie Eilish and Chappell Roan. Both of these artists—one being a top global
artist and the other at a crucial point in her music career and on the rise—have established key
fan bases and maintain a consistent brand represented through their social media, marketing,
and publicity. For example, Chappell experienced a surge in streams at the beginning of the
summer (2024) and has maintained this momentum through her iconic live performances at
festivals, unique style, and marketing of other songs that hit the Billboard charts.
https://www.billboard.com/music/chart-beat/chappell-roan-midwest-princess-global-charts-12
35734264/
Relating back to the words of Capitol Music Group Senior VP highlighted by Cirisano,
“The difference between a superstar and a run-of-the-mill artist lies in their narrative.” These
two artists have managed to establish their own narrative, making them stand out from the rest
and forming a key fan base. Overall, with the potential of many musicians, key people in their
teams, such as those in “artist development,” are crucial as they start or continue their careers.
As the industry continues to evolve, there will be more “jobs of tomorrow,” just as many are
transitioning from streaming platforms to labels.