Is it really as hard as it feels
Are we too focused on comparing the present to the past, rather than recognising what opportunities there are now?
I’m not sure which is harder right now – a musician starting out as an artist, or an established artist with 30+ years behind them being forced to adapt to today’s trends and new ways of music consumption. The reality is that both paths are tough. I don’t see anyone riding the wave in a perfect state of flow – at least that’s the consensus in the conversations I’ve had recently.
But is it really as hard as it feels, or have we just become locked into that mindset? Can we retrain how we think – how, what and why we do things – and build a sense of optimism around the opportunities that still exist? Maybe what we need is a collective reset, a different way of working together.
I’m not pretending there aren’t challenges. But let’s face it, there’s still so much we can do today that costs very little, if anything. It’s easier than ever to reach a global audience. The tools to create and share content are everywhere, and there’s still plenty of value to be made. Maybe we’re too focused on comparing the present to the past, rather than recognising what the future could look like. The contrast between old and new is stark, and the only real value in it is learning from the change and understanding how to adapt.
But how do we adapt when, on the surface, the industry looks and functions much the same? The same divisions and sectors still exist – venues, agents, labels, managers, media – many of them working in ways that haven’t really shifted. That adds confusion.
To start breaking this down, I believe the answer lies in a mix of better decision making, mindset control, and innovation – at both the individual and organisational level.
Here are 10 points to get started:
Get organised – Build a workflow that motivates you and gives you pride and enjoyment.
Understand your purpose – Be clear on what you’re really trying to achieve.
Take ownership – Create your own world and online ecosystem, independent of algorithms.
List your interests – Think about your specialism and what you’d genuinely enjoy talking about.
Brainstorm content – Turn that list into ideas for communication and match them with the right platforms.
Be consistent – Put in the time, even in small, steady ways.
Research and learn – Track everything, force discovery, analyse results, and ask questions.
Build your excitement – Find energy in sharing what you’re doing, step by step.
Stay inspired – Revisit your source of motivation, track progress, set new goals, and connect with people.
Repeat and review – Keep cycling through these steps, refining as you go.
There’s no silver bullet to any success and other than learning to understand how to adapt, comparing the past to the present is pointless - times are too different.