Google’s YouTube Looks for Music’s Next Stars

YouTube long ago supplanted MTV as one of the main places that didn’t just break new artists, but helped define how music both sounded and looked.

Like many traditional media outlets, MTV was famously slow to adapt to the internet. And while it’s still around and has a purpose, its influence isn’t what it was 20 years ago. It now has to share space with YouTube, Spotify, Tik-Tok, Twitter and dozens of other internet avenues in terms of music discovery.

YouTube Has Taken An Active Role In Developing New Artists

Every digital outlet has its own function in spreading the word about upcoming artists.