By April 2018, YouTube’s Top 5 music videos could boast more than 18 billion views combined. When South Korea’s Gangnam Style clinched the first 1 billion-views video in 2012, it seemed to be a novelty from Asia. In fact, it was the first of a new phenomenon known as the “global hit”, made possible by the fast-growing international reach of streaming platforms, like YouTube, Spotify and Apple Music. This exclusive Midem white paper examines this new yardstick for international success, and why the artists could come from anywhere in the world. Read on…
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