In the past, the idea of a "starving artist" was something people found cool. Today, however, the most successful independent artists are the ones who think of themselves as a business. In this video, we argue that it is perfectly fine to want money, fame, and a great lifestyle from your music. The first step is to see your music career as a brand with three important parts.
The "Starving Artist" Myth
Many artists feel that they are not a "real" artist if they want to make money from their music [00:10]. We argue that this is a myth. Every business, from a small coffee shop to a big company, wants to make money. A successful artist is no different. You should be proud to have a business mindset. The most successful artists today are the ones who talk openly about their brands and careers [02:00].
The Three Dimensions of a Brand
We see a successful music brand as having three different parts, or "dimensions." To have a strong brand, you need to be active in all three.
1. The First Dimension: Your Music This is the most obvious part of your brand. It is the music itself. This includes your songs, your sound, and what you are saying in your music. While this is the foundation of your brand, it is not the only thing that matters.
2. The Second Dimension: Your Personality This is the part of your brand that shows who you are as a person [05:35]. This is where your fans get to know you. You can show your personality through things like live streams, podcasts, and social media posts where you talk about what you believe in. This is what helps people connect with you on a deeper level.
3. The Third Dimension: Your Other Interests The third part of your brand is what you do outside of music. This includes your hobbies, your side jobs, and other things you are passionate about [23:54]. By showing your other interests, you make your brand more interesting and real. It helps you avoid "creative burnout," which is a feeling of being tired from making the same kind of content over and over again. It also helps your fans see you as a real person and not just a "jukebox with skin" [06:24].
A Note for Young Artists
We have a simple piece of advice for young artists: "fuck what everybody else thinks" [32:57]. It is easy to get caught up in what other people say, especially those who are not your fans. It is important to focus on what feels right for you and your art. By leaning into what you believe in and what you love, you can build a strong brand that will attract the right people who will truly support you.
Summary
Building a successful music career is about more than just making good songs. It is about building a brand that has three parts: your music, your personality, and your other interests. By being open and honest in all three areas, you can build a strong brand, avoid burnout, and create a successful business.