Music has evolved.
More than just sonically. More than just lyrically. More than just in its access.
It has evolved from a community centered tradition to a consumer driven industry.
Music always played an important role in the community. It reflected our shared experiences (i.e. hip-hop) and identities (i.e. Latin music).
Music was essential in unifying communities.
The music industry is relatively new in relation to the music community. However, it has impacted the music community at large.
Digital technology – while making music more accessible – has transformed it into a product.
And while this change has impacted independent artists more because they are not backed by major labels, it has also leveled the playing field. Artists are now fully able to leverage their creative and financial independence.
However, it takes a particular set of skills to grow an organic community among an industry focused on commerce.
Artists who cannot balance the two may find themselves adopting the role of “struggling musician”.
Let’s take a look.
Many artists in this era of the music business are totally focused on making money.
However, when money is the driving force for the art it is looked at as a product and its level of engagement is passive at best.
And while streaming platforms have increased this look of music as a product first, it doesn’t mean artists can or should abandon their desire for the music to connect with audiences and to build a fanbase.
The business of the music industry cannot prevent an artist from building a community.
Here are 3 thoughts for artists to consider in building community within the music industry:
The above thoughts count as both benchmarks and helpful reminders of where your intentions should be as you build out your community.
They also speak to how you can strategically build out your artist career.
Let’s look at each of these thoughts, one by one:
Every artist and every producer should be focused on building a catalog of music.
A catalog is more than just a few songs.
A catalog represents your artistic journey sonically. It serves as an anthology – a collection of your creativity showing your artistic expression and growth.
Your life in music is on display with your catalog. You give your audience access to your thoughts, perspective, views, etc., bringing them together around a shared experience.
This serves as the foundation of community.
Building a catalog shows consistency and your commitment to telling your story. These are important pieces to forming trust with your audience.
Consumerism – the tendency to consume and keep consuming – has risen in music.
While this levels the playing field and positions you to earn money from your music, it can also begin to shift your attention from creating your art for impact to creating your art for money.
Fans are more than just transactions.
Community is about people. How these people interact and engage around your music is more important than short term transactions as customers.
The glue of any community of fans is their real connection not only to the artist’s brand, but to each other. This is the building block for community – a place where people feel like they belong.
The support of the community goes much further than even consistent customers. ****
Building authentic and meaningful relationships gives you far more than just opportunities.
Building relationships is the key to long-term success.
All relationships are built on trust and sincerity.
From the executive to the fan, building on those two elements create opportunities to add value, build a strong support network, collaborations, and more.
The community you build is made up of relationships with people in whom you have invested time and energy. They produce endurance and results.
A community of authentic relationships are your tribe.
Hope this helps.
Related: Community building is a powerful tool for marketing. Kim Pham of Rolling Stone talks about how community building amplifies music brands.