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12min chapter
Unpacking The Value of Music
Trapital
Global Beats: The Rise of Latin and Diaspora Artists
This chapter explores the evolving dynamics of the global music market, focusing on the prominent roles of Colombian and Punjabi Canadian artists in the U.S. and beyond. It discusses the impact of streaming on music exports and the financial success of these artists compared to their domestic music industries, while also highlighting the challenges within markets like Nigeria and Brazil. The chapter emphasizes the need for labels to innovate their strategies to engage with emerging markets and diaspora communities for sustained growth.
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