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Inside the Playbook: Mike Biggane on Why Record Labels Don’t Build Artist Careers Anymore
The music industry didn’t pivot because of trends. It pivoted because the returns disappeared.
In this clip from The Manager’s Playbook, Mike Biggane unpacks why major record labels quietly changed their entire approach once it became clear that new music investments, viral signings, and influencer-driven marketing weren’t delivering sustainable results anymore.
Referencing the Goldman Sachs “Music in the Air” report, the conversation breaks down why the industry started shifting away from high-risk, moment-based marketing and toward superfans, direct-to-consumer revenue, and long-term fan…
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