At the Bridge Summit, experts highlighted that going viral isn’t enough to sustain a music career. They emphasized the importance of long-term consistency, a clear artistic “superpower,” and fan retention over pursuing fleeting hits.
During the event, seasoned music executives debunked the myth that a million streams signify success. They revealed that this figure often serves as a distraction and a potential trap.
Producer Julian Bunetta, artist manager Gordan Dillard, and Ten2 Media’s George Karalexis advised upcoming artists that an obsession with metrics distorts priorities, fostering a culture where quick virality is mistaken for genuine career progress. “Streaming numbers have become vanity metrics rather than true indicators of success,” Karalexis noted.
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‘It’s a long game’
Dillard set straightforward expectations, urging artists to concentrate on their superfans. “It’s a long game requiring consistency and resilience,” he said, urging artists to build authentic communities rather than chasing algorithms.
Bunetta elaborated, explaining that many artists can “game” their way to high stream counts through luck or viral trends but gain nothing lasting. “Reaching a million streams doesn’t guarantee any meaningful impact,” he said. “It’s about gradually building a world with intent.”
Music alone is not enough
The speakers argued that in a world of shrinking attention spans and increased fan access, the story around the music is almost as vital as the music itself. “You need to market your brand, visuals, and aesthetics,” Bunetta stated. “Fans must first fall in love with you before they start streaming.”
Dillard suggested artists rethink their self-presentation. “Access to artists is now greater than ever, and authenticity is key,” he said.
Find your ‘superpower’
The panel emphasized differentiation. “If you don’t know your superpower or have great songs, consider another path,” Karalexis advised. “Knowing your strengths is crucial for longevity.”
Dillard shared an example from his collaboration with Doja Cat. “Good music needs a compelling story. We invested in visuals because it was a strategic opportunity,” he explained.
The catalogue game
Quick viral hits are common, but few artists capitalize long-term. “Virality is frequent, but follow-through is rare,” Karalexis noted. “Music is just a piece of a larger ecosystem.”
Bunetta pointed out that many artists’ biggest hits emerged years after release. “Consistency and quality over time maximize discovery chances,” he said, citing Lizzo’s hit that took three years to gain recognition.
Dillard added that top earners often have small yet loyal fan bases. “Some artists achieve a million streams with devoted, albeit small audiences,” he said.
Karalexis stressed, “Catalogues are crucial in the music industry. They hold the real value as labels and equity firms invest in them.”
Reality check
During a Q&A, a Dubai artist promoting her track Christmas in Dubai asked for advice on expanding its reach. The panel offered a frank response. “Start promoting Christmas music by September,” Dillard advised, noting that seasonal songs have limited longevity. “What else do you offer beyond Christmas music? It’s not played in January.”
He advised her to focus on non-seasonal content: “Once you have a platform, Christmas songs can then shine.”
The real formula
Concluding the session, Bunetta remarked, “Tools don’t make a great house; thoughtfulness does. Tools are merely tools.”
Karalexis added, “Consistency over frequency. Build a foundation. Know your superpower.”
