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Sherman Alexie's avatar

What folks don’t know: more than 90% of published books (and probably even a higher percentage) sell less than 2,000 copies. Some big literary novels that win awards and get major news coverage sell only 10,000 copies or less.

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Brett Bobley's avatar

This is a terrific piece, Ted. I love how succinctly you describe the issue. The "they don't need record labels anymore" is right on target. Of course, the "they" in this case are artists whose music/talent is geared toward being popular on TikTok. And good on them, but, of course, not all styles of music fit that mold. My son is a musician and he finds it a bit depressing how many of his peers are trying to write little bits of songs that might "go viral" and are constantly spending time filming these videos, hoping for them to go viral. This is time when a musician might instead be gigging or recording or writing amazing songs that don't fit the TikTok mold. There are many challenging genres of music (and Ted, of course, you know this well) that will never be popular on TikTok. I'm not saying labels cater to those genres either (though perhaps the most powerful thing labels can offer is access to the right Spotify playlists). Which is all to say that being a musician remains quite a challenge.

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