You probably don’t say it yourself. You’re cool, you’re a music fan, you appreciate what artists are creating and putting out into the world. But trust me, people are using it. Working with online music channels I hear it all the time: a plugger proffering “premium, exclusive content”, a brand eager to engage with youth culture requesting “playlist content that fits our desired demographic”; managers explaining how their artist is “working on some on-point content”. In industry jargon, it’s been accepted for several years. But now it’s seeping out of marketing and corporate lingo and into the general vernacular. And the repercussions are more than just a blow to the vocabulary.

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