By Fernando Gabriel, CEO of Strm Music
When we talk about the music industry, many artists believe that talent is the determining factor for success. But after closely observing artists in the United States, Brazil, and other markets, I can confidently say: talent alone will never be enough.
Recently, we had the opportunity to attend major international events like South by Southwest (SXSW) and Musexpo. These events bring together a wide range of music industry professionals with distinct profiles. SXSW, for instance, is one of the largest festivals and conferences in the world, where independent artists, managers, and startups can connect with the market. On the other hand, Musexpo has a more exclusive profile focused on the executive side of the industry, bringing in big names from record labels, publishers, and investors. These different dynamics allowed us to see varied aspects of the music business.
The Illusion of Pure Talent
We encountered incredibly talented artists in the US who, when we analyzed their careers through the Strm Diagnostic, were still in the early stages despite years in the industry. This means that despite their musical skills, they hadn’t yet built an audience, developed a growth strategy, or established a solid monetization model. The problem? Many still believe that “someone” will eventually discover their talent and everything will change overnight.
But that doesn’t happen. Today’s market is driven by data, digital presence, and strategy. It’s not enough to be talented and wait to be discovered. You need to create a sustainable growth system.
Contrast: World vs. Brazil
One interesting point we noticed in the US is how English-speaking artists—from Australia, the UK, Ireland, and New Zealand—see the American market as a springboard for global expansion. Likewise, Latin artists from Mexico, Colombia, and Puerto Rico leverage the Latin diaspora within the US as a growth engine.
This contrasts sharply with Brazil. Our market is enormous but very closed. Few artists genuinely try to reach international audiences, and those who do, like Anitta, are exceptions. Meanwhile, talents from Nigeria and Turkey are capitalizing on global movements like Afrobeat to grow within the North American market.
The Power of Musical Genres
During our immersion in the American market, it became clear that, just like in Brazil, dominant musical genres shape consumption. Hip hop is undoubtedly the most relevant and influential genre in the US. Pop and country also hold significant space, but hip hop remains the primary driver in the global music industry.
Additionally, we’ve seen the exponential growth of reggaeton and other Latin music genres, fueled by the Hispanic audience in the US. Afrobeat, mainly from Nigeria, is also gaining traction, making its way onto global playlists and boosting the visibility of African artists.
The Mistake of Focusing on the Wrong Things
Another critical observation is that many artists waste time and energy on the wrong fronts. Many still haven’t realized that building a music career today requires a digital environment. Procrastination, lack of strategy, and neglecting the right channels keep even the most talented artists stuck.
