The Ephemeral Nature of Awards and Market Presence

Prestigious awards are often seen as gateways to lasting fame, but in reality they frequently mark the pinnacle of a career rather than the beginning of a sustained ascent. A. R. Rahman is a striking example. After winning two Oscars for Slumdog Millionaire in 2009, he briefly became a global sensation, working on Hollywood projects and collaborating with international artists. Yet, rather than embedding himself as a permanent figure in the Western music industry, Rahman returned to his roots in Indian cinema, where his reputation was already immense. The Oscars brought him international recognition but did not create a permanent global market presence. His trajectory demonstrates that awards confer prestige and visibility but do not guarantee enduring commercial momentum.

The Eurovision Song Contest serves as another telling case. Winning Eurovision provides enormous exposure, often catapulting artists to the top of charts across Europe for a brief period. Yet for most winners, the fame is fleeting. The contest thrives on spectacle and annual turnover, ensuring that each year’s victor quickly gives way to the next. Only a handful of exceptions, such as ABBA, Céline Dion, and more recently Måneskin, have managed to turn a Eurovision triumph into lasting global careers. For the majority, the win remains a highlight rather than a launchpad into sustained international success.

Together, these examples underscore a broader truth: awards and competition victories should be understood as recognition of achievement in a particular moment, not as guarantees of future market viability. They can amplify an artist’s profile temporarily, but lasting presence depends on continued adaptation, market fit, and the ability to seize opportunities beyond the award itself. For many, the award becomes the defining moment by which they are remembered, while the market inevitably moves on.