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From the Studio to the FYP: Why Today’s New Soul and R&B Stars Need a Digital Headstart

The road to the success of soul and R&B artists has been transformed. Where radio rotation, live shows, and co-signs by good people formerly determined the level of breakthrough, nowadays the breakthrough may occur on a vertical screen. Such platforms as TikTok have turned into the new testing ground – where raw talent is paired with algorithmic amplification.

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