Spotify ushered in this dynamic by giving consumers access to millions of songs at the touch of a finger. Consumers have more exposure and access to more music than ever before, which shortens its shelf life and makes it harder for artists to stand out. But your favorite Netflix show has a much shorter shelf life. In the past, appointment television allowed a show to be culturally relevant for months. This is the generation that binge-watches an entire TV season on Netflix. Today’s fans have endless content at their disposal. Keeping attention is much harder than capturing it Collaborations help artists keep up with the demand for new music, lowers the pressure of creating on their own, and boost their relevance with potential new fans. They can easily shift their attention (and capital) to artists who give them more to interact with. Consumers are flooded with nonstop content. Artists like Cardi B have made records with both established and new artists to serve her audience until her next album release.Īrtists with digitally native fanbases need to keep their audience satiated. While collaborations were once a necessity to get looked at by a record label, they are now a necessity to stay relevant. Rappers have long come together, whether to remix a track, partner on a song or introduce a newer artist to the masses. Why Artists Need to Collaborate to Stay Relevant by Denisha Kuhlor
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