Liudas Zakarevičius highlights the unique power of music as a cultural product that can evoke a sense of nationality even among those who have never heard of a country like Lithuania. He argues that in an age of geopolitics, music is an influential force and raises the question of why Lithuania is rarely featured among global hits. Zakarevičius notes that music encompasses not only emotion but also economics, with the global music industry valued over $30 billion annually, primarily driven by streaming, thus suggesting that geography is less relevant than digital algorithms in today’s market.

The article further points out that music is fundamentally a business of intellectual property, which thrives free from traditional logistics and production constraints. Zakarevičius criticizes Lithuania's yearly participation in the Eurovision Song Contest as insufficient for genuine music export, stating that hits carry no transportation costs but rather rely on data and algorithms to succeed internationally. He contends that to truly export music, Lithuania needs a more substantial strategy that goes beyond one-off events.

Despite Lithuania's domestic music industry generating hundreds of millions of euros each year, with estimates around 300 million, the export figures remain dishearteningly low, comprising less than 1% of that revenue. The piece calls for a reevaluation of how Lithuania engages with the global music market, stressing the necessity for strategic decisions to harness the true potential of its music sector and improve its standing on the world stage.