Olivia Rodrigo’s Star-Making “Guts”

Last month, Billboard published a gloomy survey of record-label executive sentiment about the state of the music industry. Many of those interviewed lamented one unsettling shift in particular—a shift that the label executives themselves were no doubt complicit in creating. They noted that it had become near-impossible to “break” new stars. The sources explained that they could successfully sign loads of new talent and even create digital-era hits that generate millions—if not billions—of streams. The bigger challenge, though, was to find young artists who could break through the noise of the Internet and create the sort of genuine, lasting fandom that turns them into household names and sells out arenas. “Each person I talk to in the industry is more depressed than the person I talked to before them,” one manager said. Given the nature of streaming, and of the TikTok algorithm in particular, the music business has never seemed more gameable—but the ability to create a viral smash on TikTok has also, perversely, led to an oversaturated landscape in which everything feels especially fleeting.