We exist in a music industry that seeks to convince artists and consumers alike that efficiency and optimization matter more than truth; that creating as a means to an end is more important than the sanctity of the creative process itself.
For years, the industry-prescribed blueprint for artist success has been as follows: Chase trends. Go viral. Write and record the music that we know will sell, regardless of what *you* want to pursue creatively. Oh, and get those social and streaming numbers up. Otherwise, we won’t take you seriously, and we won’t even have a productive conversation with you in the first place.
Oh, and that’s not even getting into all of this AI stuff. Personally, I’m not against AI as a companion tool to enhance your business processes. For example, if you need something to help optimize your email marketing process, so you can get back to what you’re *actually* here to create – and you can’t afford to hire a human – it’s reasonable to delegate that work to your hypervirtual assistant. In that case, you’ll free up time to focus on your piece of this – the creation itself.
However, this notion that AI could somehow *replace* the artist – that, for the sake of optimization, it can and should be used to generate music, images, video, and tell the stories that human artists have been telling for centuries – is a slap to the collective face of creators everywhere. The art that inspires us (and whose data exists within these servers to be replicated, not duplicated, and certainly never improved upon) was created from genuine human experiences by living creative beings. Each song, image, novel, or film tells the story of the individual moment and its own unique conditions – events that can only truly be experienced alongside other living things, and the world in which we live.
But, I digress…
The over-optimization of the creative process – where the focus is not on connection, but consumption – is at odds with the innovative spirit of the independent artist. Straighten up, fly right, and do what we say… or we’ll just find the next person who will, and you’ll be left fighting Spotify for fractions of a cent with all of your other aUtHeNtIc, oRiGiNaL indie buddies.
Feels hopeless, doesn’t it? Especially when you consider that those who put this structure in place are also the ones who hold the cards…
…under this model of the industry.
We need an alternative.
The industry is in dire need of people with fresh ideas. The artists have them. They’re the ones who have observed from the bottom of the totem pole for as long as there has been a music industry. They’re crafty, resourceful, and they know what it takes to persevere and keep going. They’ve also seen everything that’s wrong with this version of the music industry, and therefore, have the best perspective on how to make it better.
Artists understand business. They understand that, to build your passion into a career, it takes more than just talent, good looks, or a viral moment. It takes waking up every morning – sometimes after a long night – and putting in consistent effort over years. Decades, even. It takes balancing the creative process with other jobs, school, business responsibilities, relationships, family obligations, and their own checkbooks. It means a lot of trial and error; each time they get something wrong, big or small, they must learn to trust themselves all over again, and strive to get it just a little more right the next time.
You want dedication? You want commitment? You want someone who has meticulously developed a versatile skillset? Someone who is going to keep working, and who will keep getting back up every time they’re knocked down? Look to your local independent artist. A savvy one is the best business partner you could ever have.
Oh… and did I mention that they’re the reason we even *have* an industry in the first place? There is no art without artists. And there certainly wouldn’t be any AI slop without them, either.
The artists deserve seats at the table, and we all need to hear what they have to say.
As we head into 2026, Underground Music Collective pledges to provide a forum for these artists. Through our multimedia content, live experiences, expanding suite of Artistpreneur services, and travels to music industry events across multiple continents, we will elevate our creative community to have their music and their voices heard around the musical world.
Here in Nashville, 2026 also provides an opportunity to enhance our ability to serve the local community with our own dedicated physical creation spaces. Updates on that project are expected soon.
Thank you for making 2025, without question, our Best Year Ever. We’ve loved every minute.
If you loved that, though? Wait until you see what’s to come.
