World Music Lab 🐸 THE REAL GAME

Shifting from Album-Centric to Community-Centric!

Jan 17, 2025

🌟 Hello!

Last week, I received a call from a musician friend who was feeling defeated. He had poured his heart and soul into an album, released it last September, and waited for the magic to happen: streams, followers, gigs. But none of it materialized. He told me something that struck a chord: he was finally beginning to understand what I had shared with him years ago—the real game isn’t just about you and your music; it’s about the people you bring into your circle.

Among artists, an outdated myth lingers—the belief that you create an album, release it, and then tour. This was the playbook for an era when artists were products of major record labels, backed by massive marketing budgets. The strategy was album-centric, with the label handling the heavy lifting of promotion, distribution, and audience building.

But that game has changed.

For today’s independent artists, especially those starting from scratch, the journey is entirely different. Talent and work ethic are still essential, but they’re not enough. Success hinges on your ability to cultivate a circle of people who believe in you, love your music, and are willing to support you—financially, emotionally, and socially.

The Shift: From Products to People

The old model focused on creating a polished product—an album—and letting the industry handle the rest. The new model flips the script. It’s about building relationships first and releasing products second.

Why? Because in the digital age, attention is the currency, and trust is the bank. Fans need a reason to care, and that reason often comes from connection, not just music.

The Real Game: Building Your Circle

Your circle is your lifeline. These are your superfans, collaborators, and advocates who will share your music, buy your merch, organise your gigs, and spread your story. Building this circle is the only way to go from zero to one—to create momentum when you’re starting out.

But let’s be clear: this isn’t a sprint; it’s a marathon. And running a marathon requires a different mindset and a team to assist you.

The Key Rule: Making Your Fans The Heroes

As an artist, your music is the catalyst, but your fans are the ones who carry it forward. They share it, celebrate it, and bring it to life in ways you can’t achieve alone. By putting them at the heart of your strategy, you empower them—and yourself—to create something extraordinary together.

When you make them the heroes, you build a two-way relationship that transforms them into active participants in your journey. This approach not only helps you stand out in a crowded market but also creates a sustainable foundation for your music career.

Lessons Learned:

Start with People, Not Products
Before you spend months recording an album, spend time connecting with people. Share your story, test your music in small settings, and invite feedback. Build relationships first, so there’s an audience ready when you release something bigger.
Be Consistent, Not Perfect
It’s better to release small, consistent content—singles, live sessions, behind-the-scenes clips—than to pour everything into one big project that no one hears. Consistency builds trust and keeps your circle engaged.
Focus on Engagement, Not Numbers
Ten deeply connected fans are more valuable than a thousand passive listeners. Engage directly with your audience through social media, emails, and live events. Respond to comments, ask for input, and make your fans feel seen.
Embrace the Long Game
This isn’t about overnight success; it’s about sustainable growth. Think of your career as a garden. Nurture it patiently, and over time, it will flourish.
Create Meaningful Experiences
Your music is the foundation, but the experience you create around it is what turns casual listeners into lifelong supporters.

Conclusion

The music industry has changed, and so must the artist’s mindset. The community-centric era is here. Success no longer depends on releasing an album and hoping for the best. It depends on the people you bring into your circle (1), the connections you nurture, and the trust you build over time.

To my friend—and every artist feeling stuck—remember this: your music matters, but your people matter more. Build your community, nurture it, and the rest will follow.

(1) In a next article, we’ll dive into one of the most crucial aspects of building your music career: understanding the types of people you need in your circle. Spoiler alert—it’s not just about “fans” in the traditional sense.

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Eric

Who is Eric

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