So, it is possible for something to feel entirely mainstream to the target audience, even though it may not even register for the majority of the population. Now, audiences are fragmented and marketing is more targeted. In the old, mass media world, most people experienced the same TV shows, movies and songs, with mainstream media promoting a relatively narrow selection of titles to the majority of the population. Central to this is the shift from cultural moments to cultural movements. We are living in the age of fragmented fandom where niche can feel mainstream, and mainstream can feel niche. ‘Butter’ racked up 20.9 million streams, but 10 million were wiped from the record for ineligibility, thus only counting the first 10 plays per user in any given 24-hour period. While the caveat makes sense from the perspective of countering chart manipulation, it also raises fundamental questions about just how we measure success and whether, what are fundamentally subjective definitions, discriminate, intentionally or otherwise, against certain types of fans and music. When Spotify announced that Adele had broken the record for the most streams in one day, with 19.8 million streams, the caveat was that this was true as long as you do not include all of the streams BTS had accumulated in 24 hours for ‘Butter’ in May.
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