He is brainwashing us to believe this is a new thing. This could be applied to the 60s, 70s, 80s and,...well I lost interest after that. Holland Dozier and Holland, Chin and Chapman, Stock Aitkin and Waterman anyone. None of this is new. It's been happening since the beginning of pop music. Listen to Brian Mathews' Sounds of the Sixties and you will hear everything he has described in the video.