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American Music Was Losing Prominence on the Global Stage — Until This Year
American music's dominance was fading on the global charts until this year with hits by U.S. artists like Taylor Swift, Beyonce and Sabrina Carpenter.
Carpenter, Chappell Roan, Richman, Benson Boone and Teddy Swims have also scored breakout singles this year, giving the U.S. an unusually strong slate of hits from newcomers who can be promoted abroad. Stellar, a Copenhagen-based marketing company, was founded in 2019 with the express purpose of helping artists find and nurture audiences in Southeast Asia and Latin America, which they might have neglected before streaming. The timing was right: “We have experienced a growing international focus from U.S. labels realizing the essential need for working artist campaigns with a global perspective,” says Felipe Martinez, Stellar’s head of Latin America.
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