For all of the talk about AI’s industry takeover, and the ways “the algorithm” unfairly stacks the deck against artists, maybe it’s time to ask ourselves a different question…

What if, instead of catering to the algorithm — the latest in a long line of industry gatekeepers outlined in the video I’m about to share below — we focus on the power we have as a community to build authentic relationships with fans, fellow creatives, and our entrepreneurs across industries?

What if, instead of claiming victimhood in an unfair ecosystem (and often, offering no real solution alongside our complaints), we empower ourselves to create a new one?

What if, instead of begging for a seat at “the big table,” we build our own table?

Yes, there are plenty of problems with the ways creatives are regarded and compensated in the business world. That’s because the business world in which we currently reside was not created by us.

When creatives function like entrepreneurs, the power resides in our hands. When we build brands, communities, and new ways of doing business, we find common ground not only with other creatives who have felt our pain, but with consumers who are looking for something that speaks to them more readily than what’s pumped out through “the machine.”

When we treat the tools at our disposal (AI, streaming, social media, etc.) like supplemental tools to create and maintain connections — instead of be-all, end-all solutions that are “supposed to” bring us to virality, fame, and fortune (i.e.; do all the work for us) — we can better manage our expectations, and focus on the real-world actions and relationships that will help us grow our communities and build a more sustainable ecosystem over time.

Instead of relying on the algorithm to make you visible, take it upon yourself to get in front of people. Instead of expecting Spotify and other DSPs to change their tune about royalty payouts and AI-created music, encourage and incentivize your audience to purchase directly from you. Develop ways to make them feel like they’re not just spending money, but investing in a vision for a greater world.

Provide value, and do business while consistently providing that value.

“Business” is not a dirty word. Learning how to do it properly — in a way that provides and increases value for all stakeholders over time — is the key to finally leveling this playing field.

I’ve presented at and attended some of the biggest music conferences in the world throughout 2025, and have had conversations with thought leaders across the creative space. I assure you that, in all corners, we are asking similar questions: how do we give creators the power?

We already have it. It’s time to accept it, wield it responsibly, and remain consistent over time. It’s time to test, measure, adjust, and develop better, creator-centric solutions. I’ll never tell you it’s easy: the creative journey is a long game, and overnight success is fleeting at best, and non-existent in reality.

Would you rather it be easy or impactful?

It’s not about fighting City Hall. It’s about building new cities.

With that, I came across this TED Talk featuring Kickstarter co-founder Yancey Strickler, who offers a solution as to how we can structure our businesses in a creator-friendly manner. It’s already inspiring plenty of ideas for me, and I hope it does the same for you.

Have a great weekend. And, if my rant inspired you to continue this conversation, you know where to find me.

-G