It’s all about the numbers, or is it? That’s a question that has plagued the music industry ever since streaming platforms became the primary vehicle for artistes to disseminate their songs. There are some people who feel that chasing after numbers detracts from the art form, turning tracks into the equivalent of soulless fast-food burgers instead of a gourmet meal prepared with love and care. Others, though, argue that the amount of hits a musician gets on streaming apps and social media amplifies their reach and influence in the modern age, helping them stay ahead in the rat race.

Then there are some people who earlier didn’t give two hoots about numbers but have now changed their tune, pun intended. Take Ankur Tewari for example. The singer-songwriter tells us that he never bothered about numbers earlier — “It’s not my game.” But around six months ago, people from an international music and tech firm called Snafu approached his management. It’s a company that uses AI-generated data based on over 1.5 lakh songs per week to pinpoint artistes who they feel have requisite proficiency, but don’t garner enough numbers to reflect that talent. Snafu then signs these people on to give them a leg-up using a combination of technology, marketing, and artistes and repertoire (A&R) management, with the AI-generated data acting as the catalyst for this whole process.