In the saturated music market today, it’s not enough to rely on social media virality for success. Musicians need a solid plan that leverages modern tools and timeless principles, such as direct connections with fans, building meaningful relationships, and long-term strategies beyond fleeting online popularity. Musicians today need to be as business-savvy as they are talented.
Stephanie Kellar, who teaches Berklee’s Digital and Social Media Marketing course, emphasizes the importance of understanding commerce for musicians. While revenue sharing on social media platforms like YouTube may seem like a significant income stream, it often results in little to no income for small- and mid-sized artists. A robust music-based business should have a diversified portfolio of income sources, including live performances, merchandise sales, streaming royalties, sync licensing, and more.
In the modern music industry, a musician needs to take control of their own destiny. The days of relying on major labels, distributors, and radio stations for success are over. Instead, today’s musicians need to be clear-headed entrepreneurs who can lead a team. This approach might be more challenging, but it gives musicians more control over their own success and long-term financial and mental health. Part of the job now is to become an effective