Artist Development in the Internet Era

In the days of yesteryear, labels and publishers would invest in undiscovered talent. They would schedule writing sessions, pay for studio time, and try to ensure that young artists were touring regularly to build an audience. Huge budgets allowed the formation of large teams that would help artists grow creatively and gain popularity. These artists tended to be unknowns. 

That paradigm has shifted. A&R’s scour TikTok for videos of songwriters who are accumulating fans and followers. They are looking for proof of concept in advance of signing. Artist who get signed these days tend to have some sort of following or viral moment that labels then attempt to push further and monetize. They are expecting artists to arrive to them fully formed in most cases. 

Therefore, artists have had to pivot their own strategies. Now, burgeoning artists wear many hats: session coordinator, social media manager, agent, songwriter, artist, etc. The artists that get ahead are the ones who are putting incredible amounts of time and energy into their own development. 

In this day and age, I encourage artists to accept the reality that they are responsible for their own development. Labels are not coming to help you become the best artist you can. Do what you can to arrive on the scene fully formed.