Influencers or A&R? The new power in music

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Paola España

Guillermo Castro

The music industry has replaced traditional media with the feed. Now, songs are not always built in the studio, but emerge from digital dynamics that enable connection with audiences. As a result, content creators are no longer just another channel—they are reshaping the industry and transforming who discovers, who drives, and who captures value.
Who decides today which song blows up? How do you negotiate with creators who have more reach than many traditional players? Is the influencer the new marketing tool—or the new gatekeeper of success?

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