Musicians aren't just expected to create content anymore, they're expected to become content themselves. This isn't just an artistic crisis, it's a class war.
Rick Beato lastest video talks about how all the recent best selling pop star came from wealth and had the luxury of not having to work a job while they are working on their craft. Lyrically especially most of these pop stars have little to offer. Although they do have some catchy tunes.
Thank you for the suggestion, I'll have to watch that! Beato's always first with the hot takes :) It's true, there's long been a class divide in music, but it did feel for a while that merit and perseverance could get the outliers through. Doesn't feel like that so much anymore!
You really said that perfectly it did feel that outliers could get in it seemed like they define music for a while quite a while but not so much anymore it's a weird vibe.
While social media virality does not create lasting careers in music, it IS valuable exposure artists are not otherwise getting. The question is how can one such moment snowball into bigger, higher paying opportunities? How can we build a system that allows brands to easily amplify those moments or create their own?
If brands had access to copyrighted music along with fan data able to deliver real ROI from placements, they might pick music based on who is listening, where they are based, and how much fans care…instead of defaulting to stock music that erodes music culture and removes much of social media’s music discovery power from the brand and creators side.
That’s a real tangible missed opportunity for hyperlocal emerging artists who have even just 100 fans. Cause 100 fans is a micro community and it’s much better than 0 fans (stock music). And that micro community is hyper-engaged because those 100 fans are most likely family and friends. They actually care! They want the artists to get discovered. That moves the needle for brands and artists. This strategy is especially valuable in sports social media where teams want to connect locally but default to stock music…which makes very little sense for building local affinity and cultural authenticity.
There’s work to do but there’s hope. This article is a great step toward opening up the discussion and working together to make change happen. Because a world in which artists have to beg to get on any label sounds a lot like the pre-digital days…super gatekept and where what qualifies as “culture” becomes a business decision by those who can afford to take risks.
Thank you so much Hiroki and thank you for your words! It's funny, the habit of doing the big push on social media for a release is so ingrained now that it feels wrong not to do it, even in light of everything we now know. Will definitely read this and maybe save ourselves some stress by not fretting over that side of the campaign so much.
I live in South Minneapolis. This IS a class war. I've seen our community protect and honor so many unseen, at risk, and vulnerable people... I'm proud to be here, able to support makers, be a BOO Peter badge holder, to put a tiny bit of extra wind in the sails of those who give a damn about music. Here, the stakes aren't academic; they're at the center of what is valuable about being Human.
You are a true champion Brian and we salute you! You've absolutely nailed it, the stakes are very real and very human. Thank you for keeping the flame 🔥
“A working class hero is something to be”
John Lennon
Rick Beato lastest video talks about how all the recent best selling pop star came from wealth and had the luxury of not having to work a job while they are working on their craft. Lyrically especially most of these pop stars have little to offer. Although they do have some catchy tunes.
Thank you for the suggestion, I'll have to watch that! Beato's always first with the hot takes :) It's true, there's long been a class divide in music, but it did feel for a while that merit and perseverance could get the outliers through. Doesn't feel like that so much anymore!
You really said that perfectly it did feel that outliers could get in it seemed like they define music for a while quite a while but not so much anymore it's a weird vibe.
Definitely a weird vibe
Thank you, this is a great summary of the situation and key talking points! I’d also recommend checking out the market report “All Eyes, No Ears” by Olivia Jones and her team. It’s an eye opener! (Spoiler: social media promo works way less than industry people say it does!) https://www.midiaresearch.com/blog/all-eyes-no-ears-new-midia-data-shows-why-virality-is-not-building-fandom
Thanks for sharing the Midia piece.
While social media virality does not create lasting careers in music, it IS valuable exposure artists are not otherwise getting. The question is how can one such moment snowball into bigger, higher paying opportunities? How can we build a system that allows brands to easily amplify those moments or create their own?
If brands had access to copyrighted music along with fan data able to deliver real ROI from placements, they might pick music based on who is listening, where they are based, and how much fans care…instead of defaulting to stock music that erodes music culture and removes much of social media’s music discovery power from the brand and creators side.
That’s a real tangible missed opportunity for hyperlocal emerging artists who have even just 100 fans. Cause 100 fans is a micro community and it’s much better than 0 fans (stock music). And that micro community is hyper-engaged because those 100 fans are most likely family and friends. They actually care! They want the artists to get discovered. That moves the needle for brands and artists. This strategy is especially valuable in sports social media where teams want to connect locally but default to stock music…which makes very little sense for building local affinity and cultural authenticity.
There’s work to do but there’s hope. This article is a great step toward opening up the discussion and working together to make change happen. Because a world in which artists have to beg to get on any label sounds a lot like the pre-digital days…super gatekept and where what qualifies as “culture” becomes a business decision by those who can afford to take risks.
Thank you so much Hiroki and thank you for your words! It's funny, the habit of doing the big push on social media for a release is so ingrained now that it feels wrong not to do it, even in light of everything we now know. Will definitely read this and maybe save ourselves some stress by not fretting over that side of the campaign so much.
You might like this "advice" from another artist about how to promote your new album 😄 https://www.instagram.com/reel/DXy2GItI3Ey/?utm_source=qr&igsh=MW0wOTMwdGtpMmFtMQ%3D%3D
This is fantastic! Absolutely love it thanks for sharing Gary!
I live in South Minneapolis. This IS a class war. I've seen our community protect and honor so many unseen, at risk, and vulnerable people... I'm proud to be here, able to support makers, be a BOO Peter badge holder, to put a tiny bit of extra wind in the sails of those who give a damn about music. Here, the stakes aren't academic; they're at the center of what is valuable about being Human.
You are a true champion Brian and we salute you! You've absolutely nailed it, the stakes are very real and very human. Thank you for keeping the flame 🔥