Some people enjoy the art of discovering a new artist. They have access to niche communities, niche resources, and “get it” before everyone else.
Naturally, these people are also the filters for deciding what goes mainstream. And they lose interest as soon as the artist becomes a commercial sensation.
If these trendsetters did it right, they’d capitalize on starting the movement by becoming a recognized curator of good content. They could start a blog like Pitchfork and show everyone what’s cool before it becomes widely accepted as cool. Or buy the rights to the art before everyone else.
Still, most discoverers would rather enjoy the process of knowing first and consuming the art without saying a word.
The discovery process is a talent by itself. The only difference is that it’s not necessarily your own. The Internet is a mass of niches. You’re not the only one with unique taste.