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For years, influencers dominated digital culture by leveraging personality, lifestyle, and reach. But today, a noticeable shift is happening: editors are becoming the real drivers of attention . While influencers once relied on presence, editors now rely on craft , and the data reflects it—well-edited videos are consistently outperforming traditional influencer-led content in views, retention, and shares. A vibrant video editor showcasing creative edits and design elements. W

Music discovery no longer starts on streaming platforms—it starts in the edit. Viral video edits have become one of the most powerful forces behind streaming growth, often outperforming traditional marketing campaigns. A single well-crafted edit can push a song from obscurity to millions of streams overnight. Today, edits don’t support the music—they lead it . A close-up view of the most used streaming platforms. From Scroll to Stream: The New Discovery Pipeline Listeners are

Many artists believe that great music will automatically find its audience. While talent is essential, music alone is no longer enough . In today’s saturated digital landscape, marketing is what turns good artists into recognised brands. A video shoot taking place at an unmarked location. Why Marketing Matters Great music alone is no longer enough. Thousands of songs are released daily, making competition higher than ever. Marketing ensures your music reaches the right audien