Andrew Puckett, Author at Five Twenty Co., LLC

Some people will disagree with me and others may be upset, but I’m here to tell you that your music is way less important than you think it is.

In an era of over saturation, there are few standout hits and artists that can garner the attention they need from music alone.

If you’re a quality artist – but not garnering the attention you want, you should consider if your music alone is worth people’s attention.

Admitting the truth is hard sometimes. For most artists, their music is good, but not worth the national or international buzz they so often seek. On the bright side, however, the mega-stars we so often praise for their music aren’t really worth the attention either. The difference between them and the overlooked musical artists is not always the music quality, but the extent of their other ventures.

Take Kanye West for example.

He makes high-quality music, which many dislike, but nevertheless, he acts and moves on so many other creative ventures that boost his music platform.

At the end of the day, West is a great musician, but an even better marketer and businessman. He understands the power of connecting narratives, especially around creative ventures.

Every move West makes, people watch. Not because everyone cares about his music, but because he is making bold decisions in every area of his life. He makes loud, outrageous statements, driving attention to his projects and ventures, which in turn keeps him and his music in the public eye.

The tactic that West and many other high-profile individuals use is an aged, but useful way to keep public intrigue.

Robert Greene, the author of The 48 Laws of Power, shares the importance of keeping public attention through calculated moves.

In essence, public relations and marketing should start with the individual and his or her ability to put their own self under public scrutiny, in order to redirect the attention to their desired channel. Artists can learn a lot from abstract observation of “the greats”, especially about their practices for stirring up engagement.

Any artists that I produce or develop are always put through careful planning to discover and expand a social cause they can tie to their brand.

Whether they are fighting mental health stigmas, pushing for rights as an activist, or simply taking a controversial stance, it is important to get people to care.

A decent song from a new artist will gain much less attention than a decent song from a new artist who is passionately outspoken over the homeless crisis in LA. Tying a brand to a greater cause is one way to generate higher quality and higher quantities of engagements.

If there is one big lesson I have learned from working with record labels and artists, it’s this: the ones who always win are the ones that can create attention and use it to take care of their people.

The same is true for artists. Those who are most successful are the ones that can generate controversial buzz, withstand the pressure and redirect the attention to different channels.

Build a community of creative outlets and drive traffic to them.

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Artists, how will you apply these insights from Puckett? Have you been missing out on opportunities to push your brand forward? How can FiveTwenty Collective help you in the process? Hit the comments and let’s talk!

Andrew Puckett is a musical artist, creative producer, and business owner focused on bringing a people-centric vision to the modern culture.

Andrew can be found on any social media:

@ANDREWxPUCKETT

On Spotify: Andrew Puckett

Email: contact@andrewxpuckett.com

The music industry has always been lucrative, but has shifted more rapidly than ever in the past decade.

Marketing has always been at the core of any business, but for the music industry, the product has drastically changed.

Saying music alone is a marketable product ignores the data behind fanbases and audience engagement. Conversely, saying an artist’s image and brand is enough to drive sales ultimately neglects the true product: music.

There is a fine line between balancing the moving parts of a career in artistry, but in today’s ever-changing social sphere, brand and image are taking the limelight – while music and genre are cared about less and less.

For the first time in musical history, independent artists, focusing on a micro-niche following, have the capacity to reach and connect with their audience in unprecedented ways.

The “era of data” is now upon us, opening doors of audience mapping to anyone who can simply create a piece of content. With so many tools at the fingertips of the masses, the music industry is shifting again, this time into the hands of artists, which begs the question, “is the era of the superstar over?”

A recent survey by Vice Magazine showed that “78% of young people couldn’t be defined by the genre of music they listened to.” For most of the modern record industry, genre was a key defining piece of any artist’s brand. In the past 3 years, however, many artists have risen to stardom by blurring genres and creating conflicting musical storylines.

As the consumption and creation of music continues to become ever more accessible, musical superstars have been slowly losing their aura.

Even though the overall streaming count on platforms increased by 171 billion in 2019, the five most-streamed artists in the US amassed 600 million fewer cumulative streams than 2018, dropping from 22.28 to 21.82 billion (Music Business Worldwide). This data shows not only a large expansion in streaming but an increase in listenership amongst non-superstar artists. This should be good news to rising artists with dedicated followings.

Because of the nature of streaming sources and social media, audience listenership and marketing will continue to greatly favor the smaller artist in years to come. Micro-niches seem to be a rising force in the fuel that drives the music industry, but rather than being defined by genre, these micro-niches are defined by brand values, artist message, and sound style. Authenticity and originality are key components to an artist’s success, as seen by the rise of modern superstars like xxxtentacion, Post Malone, and Billie Eilish.

Their sound style is as equally intriguing as their personal brand.

Consumer trends have shifted drastically in the past 3 years, through the rise of streaming platforms and social media. Because of playlists and the sheer amount of music readily accessible to audiences, singles and short form music releases are becoming highly favored. Album sales and downloads, not including streaming, dropped 23.2% to 93 million in 2019 (Music Business Worldwide).

Across the board, the most listened-to artists, ones with committed followings, seem to be the ones with most branded, consistent, and out-of-the-box message.

Capturing the attention of listeners outside of music is crucial to the success of any music. When looking at the potential for a song, artists, or album, look at the moving pieces around the music, not just the music itself.

General listeners’ perception on ‘quality’ is always changing, making it even more important to satisfy the listeners’ needs for relatability and storyline. Relying on a ‘quality’ record to advance your career is like making the best burger for a crowd that doesn’t care to eat meat. Every ear is different, but the key is picking up on what originality is resonating with the audience.

Capturing the attention of a nation starts by capturing the attention of one listener.

The musical superstars that have stolen the spotlight for so long are beginning to lose their grip, allowing a breeding ground for new musical genius and niche audiences.

The rise of streaming and big data has revolutionized the capacity of artists to reach listeners and create intriguing storylines. The age of big labels and superstars is coming to an end, what lies ahead is as exciting as it is unpredictable.

Are you ready for it?

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Do you agree with Andrew? Give us your thoughts in the comments now!

Andrew Puckett is a musical artist, creative producer, and business owner focused on bringing a people-centric vision to the modern culture.

Andrew can be found on any social media @andrewxpuckett, on Spotify as ‘Andrew Puckett’, or reached by email: contact@andrewpuckett.com

Author: Andrew Puckett

Some people will disagree with me and others may be upset, but I’m here to tell you that your music is way less important than you think it is.

Build a community of creative outlets and drive traffic to them.

The music industry has always been lucrative, but has shifted more rapidly than ever in the past decade.

Quick Links

Some people will disagree with me and others may be upset, but I’m here to tell you that your music is way less important than you think it is.

Build a community of creative outlets and drive traffic to them.

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The music industry has always been lucrative, but has shifted more rapidly than ever in the past decade.

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Quick Links