Seeking Longevity in a Streaming World: What Norah Jones, Death Cab for Cutie and Los Lobos Did Right (Guest Column)
variety.comKeith Jopling Which current popular music artists will still be significant 25 years from now? It’s a question Keith Jopling posed with the latest expansion of his Art of Longevity project, titled “Crossing the Rubicon.” The answers lie within its first “white paper,” featuring case studies of 25 artists that have guested on Jopling’s podcast of the same name, including Suede, Norah Jones, KT Tunstall, Tears for Fears, Gary Numan, Los Lobos, Everything Everything, Death Cab For Cutie, Calexico, Teenage Fanclub, The Waterboys, Interpol, Barenaked Ladies, Spoon, The Divine Comedy, Belle and Sebastian and Turin Brakes, among others.
Read an excerpt below. One of the most common sayings in the music industry is that “every artist is different.” It makes marketing music and artists much more unpredictable than breakfast cereal, soft drinks, or resort holidays.
It’s probably the reason why music should not be filtered by algorithms – the idea should be to stand out rather than fit in.
These are all individual longevity stories, yet the patterns suggest that lessons do apply. As an artist, a ‘hit’ song is worth pursuing, even in these competitive times when the charts don’t matter so much.
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