Why have so few major new pop stars emerged lately? The music-buying public has thoughts. For the Aug. 2 Billboard story, “Pop Stars Aren’t Popping Like They Used To — Do Labels Have a Plan?”, reporter Elias Leight spoke with label executives and managers to try to understand the dearth of new superstars, with Olivia Rodrigo and Ice Spice cited as rare examples of new artists to have broken through over the past couple of years. Reasons given for the decline ranged from the practice of signing more artists at labels, to the lessening marketing power of radio, to increased competition for time and attention from video g
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