Producer and marketing director Choyce Schwartz shares insights on creating viral music hits and navigating the evolving music industry in a recent interview.

In 2025, the music industry is rapidly embracing new ways for artists to connect with fans. Schwartz highlights the growing importance of live streaming and virtual concerts, which allow musicians to expand their audience and sell directly to fans without traditional gatekeepers. He emphasizes the power of social media and direct-to-fan platforms as tools for bypassing intermediaries and creating authentic connections. Schwartz also sheds light on a practical strategy for content creation: using your iPhone. “The algorithm can tell,” he explains. “They want you on the platform as much as possible. If you’re working with a film crew and professional camera gear, the chances of filming 20 hours of content are slim. But with an iPhone, you can easily create multiple times a day, and the algorithm is more likely to push that content.” To stand out, Schwartz recommends sharing a mix of content types, including music videos, behind-the-scenes moments, and personal stories from the creative process. Reposting is another key strategy: “Cut segments from a concert and turn them into Instagram Reels, TikTok clips, or YouTube Shorts to maximize exposure.” Schwartz’s advice offers a valuable roadmap for artists looking to thrive in today’s fast-paced, content-driven music landscape while staying authentic to their craft.

Schwartz sets high expectations for The Rare Group in 2025 and beyond. Choyce Schwartz envisions a groundbreaking future for his company, The Rare Group, as it continues to redefine the music and entertainment industries.

“Having a sharp ear and innovative approach, I’m always committed to working with a roster of exceptional talent that pushes creative boundaries. In 2025, The Rare Group is focused on developing artists who not only create music but also shape culture.”

Schwartz holds his team and collaborators to the highest standards.

“I prefer to seek individuals who bring authenticity, passion, and a unique perspective to their craft. My vision extends beyond short-term success, emphasizing the importance of longevity and cultural impact in the careers I nurture. Looking to the future, I aim for us to become a global powerhouse, setting the gold standard for creativity, innovation, and integrity.”

By fostering an environment where artistry thrives and bold ideas are celebrated, he is positioning The Rare Group as more than just an entertainment company—it’s a movement.

“My dedication to quality and vision for greatness ensures that we will remain at the forefront of shaping the next generation of influential creatives. Songwriters, producers, graphic designers, creative directors alike now have an opportunity to maximize themselves as a brand through their own platform. We have an obligation to make sure all creatives are establishing a name for themselves to reshape and cultivate in this industry.”