Yeah, I've noticed that for a number of years now: vapid vloggers and gamers aside, it seems like it's musical artists who end up getting the most response from ordinary people and professionals on YouTube . . . just look at all the artists and groups who have been discovered and eventually made it big: Justin Bieber, Christina Grimmie, Lindsey Stirling, Pentatonix, and now this Billie Elish person . . . all started on YouTube.
I know that's not what you meant when you said it's like the new music business, but the fact that you mentioned that is what prompted me to think of my above-mentioned observation.