Back in the day, record labels focused on Week 1 retail followed by digital sales. Today, the model is all about the plays on streaming services, which means Week 8 is now just as important as Day 1. To generate plays, the new music paradigm requires infinite promotion. Artists must become brand managers to capture new listeners and maintain existing ones. In this new normal, artists must tour more frequently, be active on mobile and web and engage with fans on new platforms. The branding exercise is never-ending and must evolve over time. Disappearing acts are career suicide. Music’s new normal will drastically shift how the industry approaches music promotions and how new stars are born.