The European music industry is facing a radical change. The traditional methods of finding an artist, which were primarily dominated by live gigs, demo submissions, and label scouts, are being replaced by algorithms and user-generated content. TikTok, Instagram Reels, and YouTube Shorts have become effective platforms through which new talent is being discovered, reshaping the way Artists and Repertoire (A&R) professionals at record labels conduct business. Nowadays, a 15-second video can launch a music career that years of playing locally and getting airplay on the radio could never achieve.
This new paradigm is transforming how independent musicians, as well as major labels, approach the process of building momentum in the digital age. Viral videos and trending sounds have ceased to be a by-product of promotion, but have become an essential part of the scouting process within the music industry. Other industries unrelated to music, like avia masters, are also realizing the effectiveness of short-form video in reaching audiences in real time and in making cultural moments.
The TikTok Effect: A Cultural Revolution in Music Discovery
The power of TikTok as a discovery platform is hard to overestimate. Many of the songs currently topping the charts in Europe gained popularity as background music to brief videos, memes, and artistic challenges. Artists and labels are discovering that a song does not have to be played on the radio or have a massive marketing campaign behind it to blow up; as long as it connects on TikTok, it can reach an international audience within hours.
European labels are also watching the viral activity on social platforms as a way to scout talent. Indeed, specific A&R departments are going so far as to devote whole divisions to social media analytics, targeting hot songs and producers who demonstrate the promise of making it big. Short-form video is beautiful because it can introduce talent beyond the industry centers. An amateur musician in a Polish or Portuguese village can post a 20-second video that gets adopted in thousands of European videos.
This democratic discovery has opened the field. Artists no longer have to spend their money on costly studio sessions or large promotions to attract the attention of a label. A catchy hook, a witty dance challenge, or even an emotionally poignant lyric in a short video can make a bedroom producer the next star to blow up.
How Labels Are Rewriting A&R Strategies
European record labels are changing rapidly. They are not relying on scouting in live performance or industry recommendations but are betting on data-driven strategies, which depend on the performance of short-form content. The new A&R is the ability to monitor how many user-generated videos are attached to a track, how engagement is performed, and whether the sound trend can maintain its pace for longer than a few viral days.
This change has seen labels collaborate with influencers who can help make a song go viral. Several A&R departments have also begun collaborating with social media producers to preview short samples of unpublished music, testing audience response before committing to extensive marketing.
Notably, pop or dance music is not the only genre that relies on this method. Folk, indie and even classical hybrids are gaining a niche in short-form videos. A violinist developing new variations of classical works or an independent singer-songwriter performing in an unusual location can instantly become viral and draw the attention of a major label. In the case of labels, this real-time audience verification is much more persuasive than the scouting measures.
The Power of Independent Creators
Among the most profound transformations of short-form video is the emergence of independent creators who have a chance to develop a career without label support. The tools offered by platforms like TikTok and YouTube Shorts enable artists to market their work directly, communicate with their fans, and experiment with various forms of content. To most of them, success at these sites serves as a bargaining chip when they negotiate with record labels, as a demonstrated fan base frequently translates into greater offers and more creative control.
Independent artists are also becoming digital marketers in their approach. They know how to use timing, trends and creative hooks that make their fans want to use their songs in videos. Such a business model enables them to succeed even in the absence of conventional A&R.
The shift is especially appropriate in Europe, which has a multitude of cultures and languages. Short-form content is not language-specific, and it is more based on visual narration, emotion, and rhythm. A powerful video by a musician in Italy will have the same effect in Germany or France, which generates cross-border attraction that no marketing campaign could ever do as effectively.
Challenges and the Risk of Over-Virality
Short-form video is an effective method of artist discovery, but it also has its challenges. The virality is not permanent—numerous performers who experience overnight success struggle to sustain it after the initial trend subsides. A viral song that lasts a month on TikTok may not necessarily spell a long-lasting career unless the artist can establish a strong brand or create successful material.
There is also an emerging issue of pressure to make TikTok-friendly songs instead of making artistically deep songs. Critics have claimed that the industry has become so obsessed with short-form success that it may prioritize catchy hooks over more substantial full-length work. Nonetheless, artists who strike a balance between creating content that can be shared and the long-term development of their craft are the most successful.
Short-Form as the A&R Standard of the Future
In the future, short-form video is expected to remain a primary means of artist discovery in Europe. As platforms continue to develop, more advanced methods of analysis and trend prediction become available to anticipate future developments. Labels are already utilizing AI-based tools to predict potentially successful tracks before they become viral, whereas creators are leveraging analytics to optimize their content strategy.
To artists, it is no longer a choice to embrace this new reality. Short-form content is not only a form of promotion but also a means of storytelling, community building, and reaching the audience in a very personal manner. In the case of labels, there will be the issue of how to utilize this energy without losing the art and uniqueness that make music touching.
The European superstar of tomorrow may not make their breakthrough in a conventional talent show and may not even be a hit on the radio in this new digital world. Instead, it could be a 15-second video that triggers the imagination of millions and it will prove once and for all that the future of A&R lies in the screens in our hands.
