[corry]

Nice points! You reminded me that, actually, contrary to my hand-wringing, the IG algorithm is excellent (for me) when it comes to recommending music - and it's often artists with very few monthly listeners on Spotify.

Why is IG so much better than Spotify itself's algo? Or YouTube's? Or... etc? No idea. And also - it's always paid ads from these artists that get me.

So on the one hand, <insert my original point>; but on the other, as much as technology is perhaps driving the brand hollowness, it's also allow for more long-tail discovery precisely because it makes powerful marketing/advertising channels accessible to that girl making beats in her bedroom - so long as she has a bit of $ to deploy. It still may not be profitable for her (because: Spotify) but I also try to support these artists with merch buys, physical buys, etc.