15/01/2026
I keep thinking about how much of the advice musicians still receive comes from a world that no longer exists...
Build a fanbase. Get noticed. Be consistent. Someone will discover you.
That logic made sense when distribution was limited, and attention could be held. It made sense when there were fewer gatekeepers, fewer channels, fewer voices competing for the same space.
That isn’t the world we’re living in anymore.
Today, you’re not just competing with other musicians. You’re competing with every piece of content ever made, plus whatever is generated tomorrow by AI. You’re competing with infinite scroll, shrinking attention spans, and platforms designed to prioritise engagement over meaning.
And yet the advice hasn’t changed.
So people keep working harder. They buy more courses. They try new platforms. They rebrand again. They post more. They optimise. They experiment. They grind.
And when it still doesn’t work, they assume they did something wrong.
They blame themselves.
But I don’t think the problem is effort. I think it’s direction.
Most musicians I speak to aren’t lazy. They’re exhausted. They’re doing everything they were told to do, inside a system that no longer rewards those behaviours.
They’re running very fast, but there’s no clear path forward.
And that’s not a personal failure. That’s a structural one.
Tell me I’m not the only one who’s noticed this.
– Alex
P.S. I’m not saying there’s an easy answer to this. I just think pretending the old rules still work is doing more harm than good. If you’ve felt this too, I’d honestly like to hear your take.