Ted Gioia’s predictions of the music industry in 2032:

“A legitimate musical counterculture will arise, with a cadre of new artists achieving superstar status while rejecting the roles of influencer and content provider. The motto “music comes first” will be a key part of their marketing message. The movement will have a name, but that word doesn’t exist yet.”

“Individuals who can identify rising talent will set up their web channels, and fill the role once played by the A&R department at a record label. But there’s one big difference: they can do everything themselves without a huge corporation behind them. If these talent scouts have a web channel with a few million subscribers, they will have more clout than Sony (which, by the way, currently has a pathetic 40 thousand subscribers to its YouTube channel) or most other labels. They can sign artists, showcase them online, and build their audience—acting as sole operators, but with the influence of a big business.”