“The music industry from an A+R and strategic marketing standpoint has been super lazy. They fell into a trap of using “data” to found who to sign without deeply considering that any person can make a song that pops off on TikTok but not everyone is built to be a star IRL, perform, build a real fan base and be an actual working artist.”
Zeena Koda
As Ari Herstand says below (embedded below at the six minute mark), there are artists out there with “gazillions” of Spotify streams but can’t sell 50 tickets to their hometown show.
Theo Katzman doesn’t have the streaming numbers, but he routinely sells out 1000-3000 cap rooms.
Theo is a star.