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Why the Next Big Global Pop Star Could Come from Outside the West (Guest Column)
The next Taylor Swift could come from outside the West, Reservoir and PopArabia executive Spek writes in a new guest column.
My confidence here is informed by my home, the United Arab Emirates, which sits at the intersection of Asia, Africa, and Europe, and has a population representing over 200 nationalities. There is important context missing from the raw numbers, particularly in available streaming metrics, which fail to fully represent the consumption in the East or the potential for monetization in the years to come. Emerging markets have been the major driver of global subscription growth since 2021, and Goldman Sachs’s 2024 Music in the Air reports their contribution is expected to reach 70% by 2030.
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