If you’re in artist development, advocacy is part of your job description.
We need more people on the “business” side of the music business who will stand up for artists as they navigate a challenging, ever-evolving landscape. It is our duty to make sure that artists’ best interests are properly represented, and that we are developing artists in a way that empowers them to build sustainable creative businesses – in terms of dollars and cents, as well as ethics and values.
This means giving artists a seat at the table by bringing them to industry events, including conferences and festivals. There, they can learn, perform, and build relationships with real human beings, planting seeds for future collaborations and opportunities.
There is so much that can be done at the local level, as well. Opportunities to perform, connect, and collaborate are all around us – and meaningful opportunities are more likely to come when we function together as a community, instead of as individuals. This is why we must work to uncover what is important to the artist – not only as a creative, but as a human being. This is what will point each artist’s compass toward a truer north, as they move into alignment with the people, organizations, and causes that resonate with who they are (and which often inspire them to create art in the first place).
True artist development means arming artists (and the creative teams who serve them) with the business knowledge necessary to build their ecosystems – and teaching them business skills that would help them flourish in any industry. There is so much more to succeeding as an artist than write-record-release-perform-repeat. Not to mention, hedging your bets on a piece of content going viral is as viable a growth strategy as hope itself (i.e.; not very). Like all other entrepreneurs, artists need to understand the fundamentals of operating a business entity, and then implement the nuances of their industry. Putting the cart before the horse – or worse, completely ignoring the need for a horse in the first place – leads to stagnation, frustration, burnout, and dreams of what could have been.
While the creative process is important, true artist development is so much more than sticking a bunch of artists and songwriters in a room to “cook up” until they write a hit. It is our responsibility to teach artists that there are so many ways to build a life and career you are proud of. We have more tools than ever to choose our own adventures in this industry, based on our goals and the lives we wish to lead.
There’s nothing wrong with getting placements and signing to a label… if that’s what you want.
If that isn’t what you want? Good news – it isn’t the only way forward.
As artist developers, it is our responsibility to help artists construct their careers and lives, on their terms. We must do this instead of forcing their creativity into a box, or using their platform as a vehicle to capitalize on a trend that, most likely, has already peaked by the time we start to “cook up.”
Simply put, artist development means developing the whole artist in a way that aligns with the life and career they want — even if it doesn’t fall in line with current trends or industry agendas. And yes, it is possible.
We must never forget that we are here to serve artists – not the other way around.
Connection over commodification.
Independence over dependence.
Ecosystems over EGOsystems.
Artistry over the algorithm.
