Internet star KurtHSchneider is a true multi-hyphenate: arranging, recording, producing, writing, directing, editing, and mixing hundreds of songs and videos. This week’s WIRED Classics newsletter revisits the 2016 YouTube-native music scene:
Recently, I’ve become convinced that my taste in music might as well be algorithmically generated. My Spotify Discovery Weekly playlists and doomscrolling on Instagram seem to have increasingly more sway over what I want to listen to. I may not be active on TikTok, but I’ve noticed more and more songs that got their start there trickling down to meet me where I am online.
Of course, before aspiring artists were marketing their music in 15 second clips, they were uploading to YouTube. A decade ago, a Nielsen study found that more teens listened to music there than on any other platform. And few epitomize the YouTube-native music scene of the 2010s more than Kurt Hugo Schneider.
At the time, Pierce wrote, YouTube megastars like Schneider could nab a record deal in an instant, but that was no longer the be-all and end-all. When you release directly onto the internet you can retain a degree of creative control that would be hard to preserve under the auspices of a major label. As Pierce put it, “Radio’s not dead, and neither is iTunes. But they’re not the future; YouTube is.” It’s hard to say how well that line has aged.
Where do you go to seek out new music? What do you think it takes to have a hit go viral today? Let me know what you think
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