Musicians or Marketers?

How a new generation of viral stars built their brands first and their music catalogs second.

Driving down the coast for a weekend road trip this spring, I was surprised to hear “ Nevermind “ by Dennis Lloyd come on my girlfriend’s Spotify. Up to that moment, I had thought the smooth song, with its relaxing beat and ghostly reverb, was relatively unknown, and was proud of myself for stumbling on the track on a since-lost “study music” playlist curated by a random Spotify user during my freshman year of college. My girlfriend…

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Ben Testani

Ben Testani

3 Followers

An over-matched 23 year old || Creator and author of I’ve Ben Thinking