The Elusive X-Factor: What It Takes to Break into the Mainstream Music Industry

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As an artist manager, I have tried numerous marketing tactics to lift up-and-coming artists to the next level, but have yet to succeed in making any of them mainstream. Despite being a member of a fan army and working with others to promote big-name artists, replicating these same strategies for lesser-known artists has proved unsuccessful. I have even seen established gatekeepers and music promoters attempt to set up labels to sign unknown artists in an effort to leverage their influence, but to no avail.

Until I am able to break one of my artists into the mainstream, I do not feel comfortable giving advice on music marketing. However, based on my observations, breaking into the mainstream is a reward bestowed upon those who show unwavering commitment to their music career, have strong musical content, and some financial backing. But even with ample resources, it seems that breaking into the mainstream requires something more intangible, which I am still searching for. In my opinion, it is necessary to have the backing of the universe or a certain X-factor to reach mainstream success. This is merely my perspective and not an established fact.

 

Ebenezer Ansah-Boafo

 

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