5 stressors for developing artists and teams—and how to overcome them
Concern: I’m going to lose fans with my next project/era because I’m experimenting with a different creative direction or genre.
Instead: Focus on telling your story by connecting the different eras of your sound or themes, showing how they all weave together. Use your versatility to your brand's advantage by demonstrating that, even in this new era, you're still the same artist your audience knows and loves.
Concern: A huge artist just announced that they are releasing music on the same day I plan to.
Instead: Stick to your release date and focus on connecting directly with your audience. Create a system to get their contact information, and when the music drops, send them an email or text so they don’t miss it. You could even offer an exclusive piece of content or an alternate version just for them. While big artists' releases may make social media channels a bit busier, that happens every day—so don’t let it impact your plans.
Concern: I need to sign with some sort of company (label, distributor, publisher) if I’m going to get any traction for my music.
Instead: Distribution companies, labels, and publishers can't help much until there's a demand for your music or brand. Without that initial interest, they have limited value to offer. Instead of focusing on signing with someone to boost your exposure, focus on using the tools at your disposal to reach your target audience and start building value for your catalog.
Concern: I want to sell merch or create subscriptions around my music because I want any revenue in the early stages.
Instead: Build value for your catalog by engaging with your audience and encouraging them to stream your music. As your streams grow, use that as proof of your catalog's worth to secure funding from programs like Stem’s Scale or companies like BeatBread, which offer advances while allowing you to maintain ownership. Avoid spending time and resources on low-revenue tactics like merch before you have enough loyal fans to cover costs. Instead, consider temporarily exchanging a share of your royalties for an advance on your next 3-12 months of earnings.
Concern: I need to expedite my rollout/release so it’s out in time for Grammy voting.
Instead: Focus on building relationships with representatives and staff from the Grammys (also known as The Recording Academy), and work towards becoming a voting member yourself. This will allow you to campaign for votes and secure a first-round nomination, which is the first step toward eventually making it into the show.