⚠️ WARNING: The music industry is chasing TikTok virality and it’s killing real artistry. Jacob Rickard reveals why labels are panicking, how Gen Z really discovers music, and why forcing artists to make content could destroy careers before they start.

Jacob Rickard is one of the most influential figures in music discovery today. Formerly a Music lead at Radio 1 and now a Gen Z strategist, he has worked with the biggest artists in the world and has been at the centre of how radio, streaming, and social media shape the charts.

This conversation is hosted by Mark Adams, CEO of Blinding Talent, brand expert, and music industry leader with 20 years’ experience at Bauer, Emap, and Channel 4, working with major artists and global brands including YouTube and Spotify.

Together they explore:

⬛ Why virality isn’t a strategy (and why TikTok is breaking bad music into the charts)

⬛ How Gen Z treat all music as “new music” no matter when it was made

⬛ Why labels are failing by ignoring their youngest staff

⬛ How followers are not the same as fans and why community beats clout

⬛ Why forcing artists to post daily content is killing creativity

⬛ How radio still breaks artists but doesn’t make them cool anymore

⬛ Why the next big artist will break every formula you think you know

⏱ Episode Timestamps:

00:00 Intro

02:11 Why “going viral” is NOT a strategy

06:42 The rise of bad music through TikTok

11:20 Why labels should listen to young people in the room

16:45 Followers vs. fans — what really matters

22:05 Why daily TikTok posting is killing artistry

28:19 How Gen Z discover music differently

35:10 Radio’s role in 2025 and beyond

42:17 Why every new artist needs a fresh formula

49:02 Community vs. clout, the future of fandom

54:48 Closing thoughts

Follow Mark Adams:

LinkedIn - https://www.linkedin.com/in/markadamsai/

Blinding Talent:

⬛ Learn more here - www.blindingtalent.com

⬛ Follow on LinkedIn - https://www.linkedin.com/company/blindingtalent

⬛ Follow on Instagram - https://www.instagram.com/blindingtalentinsta/

⬛ Follow on TikTok - https://www.tiktok.com/@blindingtalent

⬛ Subscribe on YouTube - @BlindingTalent

Follow Jacob Rickard:

LinkedIn - https://www.linkedin.com/in/jacobrickard/

Lemontank - https://www.lemontank.com/

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