Live streaming: The new live radio?

This article was written by a student author from the chapter “Her Campus at Holy Cross.”

The music industry is experiencing a shift in the way artists promote their work, with traditional platforms such as live radio broadcasts becoming less important. Radio was once an important way for rappers to promote their latest releases and connect with fans. Today it is overshadowed by digital alternatives that offer more direct and engaging experiences. This development has sparked discussions across the industry, including insights from artists at the forefront of this transition.

One of those voices is Miami-based rapper Yung Miami, who recently shared her perspective in an industry interview. As she reflected on the potential shift, she highlighted live streaming platforms as the future of artist promotion, citing their growing influence and adaptability. As an example, Yung Miami pointed to Twitch streamer Kai Cenat, one of the platform’s biggest stars, who has built a massive following through authentic and impactful content. Its ability to connect with audiences highlights the untapped potential of live streaming platforms for artists looking to expand their reach. The authenticity of these communities and content creators would create a more comfortable environment for the rappers and attract them to live streams.