The Fundamental “Why” of Music Discovery
Cortney Harding

The question answers itself, given the problem that music was solving… The future is in shaping people’s identities directly. Selling narratives and lifestyles that attract a bunch of people, and finding ways to monetize all that people queuing in line to “be a whatever”.

The fashion industry has been doing just that with clothing, and they gave us the “grunges” and the “hipsters” and the “yuppies” and the “metrosexuals”. The trick is not to sell music as a good all by itself, but as part of a whole package that includes what movies to see, what restaurants to visit, what games to play, and publicize all that through “must-see magazines” which sell the emotional stories and narratives by which all of the above is made meaningful to the target audience.