The next generation of independent music tastemakers
Music streaming has an echo chamber problem. Curators with distinctive taste and compelling visual stories are filling the void.
There's a counter-movement brewing against algorithmic music discovery.
As streaming services become more repetitive and automated, music lovers seek magic, personality, and human connection. A new generation of independent music tastemakers are utilizing the tools of influencers to fill the void.
In an era where AI can generate endless content, human curators offer something uniquely valuable: distinctive taste, compelling storytelling and communities where music is more than background noise.
The Echo Chamber Problem
Despite access to almost unlimited music, listeners hear the same handful of songs repeatedly on streaming services and social media. No matter where you start a listening session, the same songs keep playing.
Many streaming platforms have intentionally shifted away from human-curated playlists towards algorithmically driven discovery.
The result? A flat experience lacking the context, stories and community around music that dedicated fans crave.
If streaming is the new FM Radio, where is the “left of the dial” counterculture?
Enter the New Tastemakers
A new class of hybrid music bloggers / influencers / content creators are filling the void, building audiences on TikTok, playlists on Spotify and transforming those into music communities on platforms like Substack, Discord, Patreon and Twitch.
Some of my favorite curators that I’ve discovered on TikTok include:
turned her TikTok account focused on getting people back into the habit of listening to new music again, into
, a Substack newsletter of music recs, features and community discussions.Annabelle Kline is the founder of That Good Sh*t where she crafts personalized playlists, produces events and champions emerging hip hop artists.
is a cultural alchemist and audiophile who hosts a private listening club on Patreon and streams a hybrid radio show / hang out / DJ set format on TikTok, alongside podcasts and videos.
Marg.mp3 built a cult following off her eclectic music taste and content as a tastemaker, interviewer and NTS Radio DJ.
is a vibe curator, cassette tape collector, playlist creator and writer of
on Substack.Kelsie of The Yellow Button turned her audience on TikTok and Youtube into a Discord community of emo/lo-fi/indie rock fans and radio show on Sirius XMU.
Resources like The Music Directory created by
are curating the curators on Substack, creating rich lists of playlist makers, journalists, radio hosts and more. Even one of Spotify’s best editorial playlists is on Substack now - the indie music playlist Lorem just launched .Is Substack the New Fan Club Platform for Indie Artists?
Substack wasn’t built for musicians. So why are so many great ones using it?
There are numerous tastemakers, DJs, and producers who review music submissions in live streams on Twitch or TikTok and monetize the queue through tools like Nero. During these streams, tastemakers listen, react, and provide feedback to audience-submitted tracks.
New independent music publications are emerging too - like Good Call Music from the ex-Noisey team and Hearing Things from ex-Pitchfork folks - creating the infrastructure for a new independent movement in music culture.
And independent, online radio stations like NTS, Openlab.fm or res.radio are thriving too - as recently recapped by MIDiA.
Social’s Paradox
Social media is now the top of the funnel for music discovery, overtaking streaming as the primary driver of music culture. Despite music being everywhere on Tiktok and Reels, it often exists as anonymous, disembodied sound without context. How many times have you heard a snippet of a track repeatedly on TikTok but had no idea who the artist was or what the rest of the song sounds like?
Music tastemakers are the bright spot of social music. The combination of social video’s visual, interactive format + knowledgeable curators with unique taste and perspective = magic.
Ironically, algorithmic feeds often drive the discovery of these tastemakers, matching music fans with the creators who share their interests. Curators are at the mercy of the algorithm too.
Curators face the same challenges artists do - getting discovered, building a reachable audience and earning a living. Independent music playlisters might have playlists with hundreds of thousands of followers, but no tools to reach those listeners, know who they are or attribute streams from their playlists.
Beyond Algorithms
Algorithmic music recommendations can effectively sort through the noise to find new music you love or the perfect suggested track for a playlist - especially when trained on human curation and tuned by humans, for humans. I’ve discovered many songs from algorithmic recommendations on streaming services or in my For You feed.
But lean-in music fans aren't just hunting for new tracks – we're searching for meaning, context, and connection. The story behind the art, the cultural significance of a release, and the shared experience of discovering something special.
What’s next?
Music culture needs a new home to discover artists and the context behind their art.
This return to human curation reflects a broader trend: people, especially younger generations, want to hang out in places that make them feel better, not worse. They are weary of large public platforms and institutions and seeking refuge in smaller, intimate and human spaces.
People want to experience music together. It’s lonely to only watch your personalized feed of content or listen to your hyper-personalized, repetitive top tracks.
Today's music lovers crave chaotic, magical, and fundamentally human spaces.
Some new spaces to try: The music review app Factory.fm, although I prefer social video / audio formats for music curation over text. There are new apps focused on sharing music recommendations with friends like Needle, Disco or Showcase. My favorite place for music recommendations is a game called Music League I’ve played with friends since 2018.
🎧 Listeners: Who are your favorite music curators or sources for new music discovery?
🎤 Curators: What are your favorite tools to reach listeners and connect with artists? What are the biggest challenges you face?
👋 Hi, I’m Emily White. I help startups build products creators and fans love as a product advisor and consultant.
🎵At Spotify, I built tools for artists to understand their audiences, connect with fans and earn revenue.
✍️ I write and speak about fandom, community and artist sustainability, drawing on insights from my time at Spotify and Billboard.
💡 My music tech journey started early - I went viral for predicting streaming's impact on music as an intern at NPR Music and college radio GM in 2012.
💼 Book office hours with me for feedback on your strategy and product or insights on music industry trends. I’m also open to longer-term work with people building new things for artists and fans, reach out to me here.
Illustration credit:
Hi! Another independent music blogger and playlist curator here! It’s definitely difficult to get your foot in the door and have a consistent audience, but Substack has really helped me expand my reach and talk to those who are not as active on social media platforms.
I think communities are really where new music discovery shines. Discords, web forums, facebook groups, are all places where there’s been an eager exchange of new music and discussion. Building those relationships and trust are way more successful than relying on the algorithm, IMO.
This is good stuff, Emily. I hope you're right that the new independent music (curation) movement is really on the rise... because I sure would love to make a living doing it! :)