The Playlist Power Broker Who Makes or Breaks New Artists
In the music industry, there are many behind-the-scenes players who wield significant influence over the success of new artists. One such figure is the playlist editor, responsible for curating the perfect mix of tracks to make your ears perk up and your playlist skip. But just how do these playlist power brokers make or break new artists, and what does this mean for the future of music?
In recent years, streaming services like Spotify, Apple Music, and Tidal have revolutionized the way we consume music. With millions of songs at our fingertips, playlist editors have become the de facto gatekeepers of the music industry. These tastemakers are responsible for creating the perfect playlists, and in doing so, they inadvertently decide which artists get noticed and which get left in the shadows.
Playlists were once seen as a way for artists to promote their music by seeding their tracks to the masses. Today, however, the role of playlist editors has evolved, and they now wield unparalleled power over the music industry. They can make or break an artist’s career, often based on their personal taste and selectivity.
One notable example of the playlist power broker’s influence is the popular Viva Latino playlist on Spotify. With over 10 million followers, this playlist has become a staple for Latin music lovers worldwide. Its curator, Aidaquivis, has a keen ear for what resonates with listeners, and her selections have catapulted new artists to stardom. Take, for example, the rise of Latin pop sensation Cuco, whose song “Netflix Party” made it onto Viva Latino and subsequently exploded on the charts.
As the music industry continues to shift, playlist editors’ influence will only grow. With the rise of AI-powered playlisting and algorithmic curation, it’s become increasingly difficult for new artists to get their foot in the door. In this landscape, only a select few can truly make it to the top. “As a result,” warns music industry expert Mark R. Brown, “new artists need to have a compelling story, a unique sound, and think creatively about how to promote themselves online.”
While the role of playlist editors has many advantages, there’s a flip side to the coin. These tastemakers have an enormous amount of power, and their picks often end up determining what we hear and what we don’t. This has led to artist frustration, piracy, and a sense of disconnection between fans and the music. “I think there’s a risk that—given the current state of playlisting—the ability for new artists to break through might become increasingly limited,” says music journalist and author, Chris Randle.
Though there’s no doubt that playlist editors wield significant influence over new artists, the value of human curation in this digital age cannot be overstated. “There’s something about that personal touch, the human perspective, that AI algorithms lacking,” remarks Randle. “As we move forward, it’s crucial to remember the role of music as a reflection of our humanity and not solely a product of data-driven decision-making.”
The future of music is uncertain, and the role of playlist power brokers will continue to evolve. However, one thing is clear: these tastemakers will play a vital part in shaping the industry. As the world awaits the next big thing, Viva Aida and her fellow playlist editors are already busy crafting the next chapter in music history.
