According to Emma McGann, artist, ambassador and partner at the UK’s YouNow/Rize, digital tools make life easier, but also more complicated: “There’s a wide selection of tools available today that help artists grow, market themselves and reach wider audiences, but with this access the market does become more saturated,” she said. “There’s tons of new music out there everyday. So more than ever, artists have to focus on what makes their sound and image unique to cut through the noise. Thinking outside the box is a necessity regardless of what tools you choose to use.”

Source: insights.midem.com