The adoption curve looks suspiciously like the tech adoption curve as well with younger, more switched on people whose tastes tend to be more hip hop, more EDM, et cetera. If you can get a good bead on who the real tip of the spear artists are, that gives you a really big advantage and also you've got to go where the audience is. Spotify wrapped is its annual flex that it shows you every year of how well it does that.

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