AI has not disrupted the creative process — it has revealed its true nature. To future-proof the creative economy, we must stop fighting the mechanics of creativity and start building systems that reward it at scale.
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George Karalexis is an entrepreneur & media executive specializing in marketing, business & corporate strategy, organizational structure, & tactical team building. 12+ years of multi-vertical leadership & cross-functional execution in entertainment, advertising, and social impact.
Over the past decade, democratized music distribution has enabled millions of creators to reach global audiences without the traditional barriers of label systems or physical infrastructure.
Read MoreWhen YouTube quietly released its free AI music generator last week, the announcement was framed as a simple upgrade for creators: a way to produce copyright-free background tracks for their videos.
Read MoreMost companies get this hire wrong because they don’t actually understand what marketing is. It’s not one job—it’s at least three.
Read MoreYouTube has reached an all-time high, commanding 11.6% of total streaming viewership. That’s a staggering share when you consider the sheer volume of content being consumed globally—more than one in ten minutes of streamed content happens on YouTube.
Read MoreEvery music release follows a strategy—whether you designed it deliberately or fell into it by default. If you find yourself constantly asking, “What do we do now?” or scrambling to adjust your approach mid-campaign, it’s a clear sign that the strategy wasn’t solid to begin with.
Read MoreNegotiation is often treated like a game where one side wins, and the other loses. But the reality is, the best deals aren’t about beating the other side—they’re about making sure both parties can actually work together.
Read MoreTechnology is just a tool. It's only meaningful when it changes behavior.
Read MorePricing in the music industry isn’t determined by the effort put into creating a song, the cost of production, or how much the artist values their work. Instead, it’s dictated by the listener’s perception of value and their ability to pay.
Read MoreAI isn’t just making music creation faster—it’s reshaping how content is made, distributed, and valued. The industry is splitting between mass-produced, AI-driven content and high-value, human-crafted work—artists, managers, and labels must decide which side they’re on.
Read MoreNo album, campaign, or release will go exactly as planned. You will fall short of some expectations—and exceed others. In that sense, you’ve already failed.
Read MoreLuck isn't some mystical force. It's a manufactured outcome. People who consistently "get lucky" are usually the ones who create the right conditions for it.
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In the wake of Universal Music Group's lawsuit against Believe alleging the distribution of fraudulent content, Ten2 Media's founders break down the debate around distribution fraud.
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In August 2024, YouTube further cemented its leadership in TV streaming by capturing 10.6% of total TV viewership—an increase of 1.5 points from the previous year. This marked the 19th consecutive month YouTube dominated streaming on TV screens, outpacing rivals such as Netflix and Peacock.
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We’re entering a new era where 85% of U.S. adults aged 14-44 identify as fans of a particular artist or genre. This evolution has transformed fans from passive listeners into active participants who are shaping the music landscape.
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To effectively leverage the power of short-form video, it’s important to understand the unique strengths that YouTube Shorts, Instagram Reels, and TikTok offer, because each platform caters to a different aspect of the short-form video landscape.
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Bilaterally across consumer and creator, short-form video has fundamentally transformed the way music and audience engage. At baseline, the prevalence of platforms like YouTube Shorts, TikTok, & Instagram Reels have made bite-sized content a powerful medium for musicians to market their music, even informing what artists create and dictating how they engage with fans.
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YouTube's multifaceted nature seamlessly blends the interactive features of a social network, such as comments, likes, and subscriptions, with the expansive content repository characteristic of a Digital Service Provider (DSP).
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In just 13 months, Crash Adams achieved true cross-platform success, catapulting from 4,000 to 4,000,000 YouTube subscribers, 1.3B monetized views, and 75M+ Spotify streams—among other milestones. In January 2023, the duo garnered the No. 1 spot on Chartmetric’s 6MO H2 2022: Breakthrough 100 list. In other words, their digital footprint saw the biggest growth among all Developing acts within the past year, further highlighting the merits of a true comprehensive (and replicable) marketing strategy.
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YouTube Analytics is one of the most valuable tools musicians can access for always-on, real-time, & accurately in-depth insights about how their content is being received by their viewers. Those exact insights can, in turn, be used to build an omni-channel marketing strategy. In short, by leveraging the data that YouTube is already providing, musicians can create more effective, 360 (comprehensive) marketing strategies that span across multiple platforms/channels.
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