Interscope EVP: streaming spurs creative exploration in hip-hop / R&B signings
Posted on: 15 février 2019, by : Stuart Dredge

The current popularity of hip-hop and R&B on music-streaming services is enabling labels to sign more artists, and thus take more creative risks, according to Nicole Wyskoarko, EVP of urban operations at Interscope Geffen A&M.
“This is an amazing time to be in urban music. We’re able to really monetise urban music on a scale that we never have before: not that I’ve seen. And we also have the metrics to support it as well,” she said in a keynote at the FastForward conference in Amsterdam.
“In the past, it felt more niche, and now it feels like it truly is pop music, as far as popularity is concerned… It’s an exciting time, and it’s also exciting with the deals. We’re signing so many acts,” continued Wyskoarko.
“I feel like we get to really explore what urban music is, because there’s so many more artists we can work with now. Because financially it justifies it. We can sign an artist like Summer Walker, that’s R&B but maybe left-of-centre. Another artist called Ari Lennox. Or Juice Wrld.”
The post Interscope EVP: streaming spurs creative exploration in hip-hop / R&B signings appeared first on Music Ally.
Source: Music ally

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