the AMP Issue 32

"Music is the soundtrack of your life."
— Dick Clark

In This Issue... [15  pages, less than 22ish minutes to read] You'll Get...

• RECOMMENDS— Two Great Docs: The Greatest Night In Pop and Black and Blues

• BACKSTAGE PASS—  GrassRoots, Word-of-Mouth and Gorilla Marketing for Singer Songwriters.

• the 100 GREATEST SINGER SONGWRITERS of All Time— John Prine

• MONDEGREEN— from Stairway to Heaven by Led Zeppelin

• COACHING—  Fanonymity: the Cause & the Cure from ArtistVerified

• PS from PS— Is Success Really Possible... Really?

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Here’s the playlist

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• RECOMMENDS—  Two Great Documentary films: The Greatest Night In Pop and Black and Blues

Both of these documentaries offer rich narratives filled with lessons, inspirations, and insights into the power of music and the artists who create it. Whether it’s the collective action seen in The Greatest Night in Pop or the individual genius and perseverance of Louis Armstrong in Black and Blues, Singer Songwriters will find immense value and motivation in these stories that promise to Inform, Involve and Inspire.

The Greatest Night in Pop. The Making of We Are the World

"If ever the power of a tune was underestimated, the Greatest Night in Pop cements its significance with poise and profound grace."
— Frank Wilkins, Reel Reviews

Synopsis: This documentary takes viewers behind the scenes of the iconic charity single “We Are the World,” capturing the unprecedented gathering of music legends in 1985. It delves into the collaborative spirit, logistical challenges, and sheer magic of that night, showcasing how this powerful anthem was crafted to combat famine in Africa.

Review and Recommendation: The Greatest Night in Pop is a riveting exploration of a pivotal moment in music history, offering an intimate glimpse into the creation of a song that defined a generation. The documentary impressively balances nostalgia with insightful commentary, highlighting the unity and collective power of artists coming together for a global cause. 

What truly surprises me is the depth of camaraderie and the behind-the-scenes tensions that underscored this massive undertaking. It's a must-watch for Singer Songwriters, serving as a powerful reminder of music’s capacity to inspire change and bring the world together. The film not only celebrates the song's legacy, but also provides valuable lessons on collaboration, creativity, and the impact of music beyond entertainment.

Featured soloists included: Lionel Richie, Stevie Wonder, Paul Simon, Kenny Rogers, James Ingram, Tina Turner, Billy Joel, Michael Jackson, Diana Ross, Dionne Warwick, Willie Nelson, Al Jarreau, Bruce Springsteen, Kenny Loggins, Steve Perry, Daryl Hall, Huey Lewis, Cyndi Lauper, Kim Carnes, Bob Dylan and Ray Charles.  

Currently streaming on Netflix. Tap to watch the Trailer.

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Black and Blues The Life and Times of Louis Armstrong

"While he was internationally recognized and revered for his musical skill and legacy, he had strong opinions about the civil rights issues in his homeland. Archival footage and never-before-heard home recordings of his opinions illuminate these points."
— TV Guide

Synopsis: Black and Blues explores the multifaceted life and enduring legacy of Louis (Louy-Satchmo-Pops) Armstrong, delving into his journey from the streets of New Orleans to becoming a global jazz icon. The documentary sheds light on his musical innovations, personal challenges, and significant influence on not just jazz but multiple music genres.

Review and Recommendation: This documentary offers a profound and nuanced portrait of Louis Armstrong, revealing the complexity of his character and the breadth of his impact on music and culture. It goes beyond the surface of Armstrong’s public persona, presenting an in-depth exploration of his artistic genius and the societal barriers he navigated. 

The film surprises viewers with its candid revelations about Armstrong’s personal life and his subtle yet significant contributions to civil rights. For Singer Songwriters, Black and Blues is an inspirational tale of resilience, innovation, and the transformative power of music. It highlights the importance of authenticity and emotional expression in art, making it an essential watch for those looking to deepen their musical understanding and appreciation.

Currently streaming on Apple TV+. Tap to watch the Trailer.

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• BACKSTAGE PASS—  GrassRoots, Word-of-Mouth and Gorilla Marketing for Singer Songwriters.

And what if these three proven, results-for-sure strategies were not just easy to use power tools, but they were also the most affordable...? What if, indeed?

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For Singer Songwriters navigating the complexities of the music industry, the combined power of grassroots and word-of-mouth strategies with guerrilla marketing offers a dynamic and effective path to success in cultivating and sustaining a dedicated tribe of True Fans. This blended approach leverages the power of personal connection, authenticity, and creative engagement to not only attract but deeply Connect, Engage, and Enroll your fans in a way that is both sustainable and impactful.

the Foundation: Grassroots and Word-of-Mouth
The journey to building a solid fan base begins with the fundamentals of grassroots efforts and word-of-mouth marketing. These proven strategies are rooted in the genuine, personal connection between the artist and the audience. For Singer Songwriters, this connection is not merely a marketing tool, but the very essence of their art. By performing in intimate settings, engaging directly with fans, and leveraging social media platforms, artists can foster a sense of community and belonging among their listeners.

Word-of-mouth, an age-old yet incredibly powerful form of marketing, amplifies this connection. When fans share their discoveries with friends and family, they lend their credibility to the artist, expanding the artist's reach far beyond what traditional advertising could achieve. This organic growth is not only cost-effective but also establishes a solid foundation of TrueFans who are truly invested in the artist's success.

Amplifying the Impact: Guerrilla Marketing
To further this momentum, guerrilla marketing introduces an element of surprise and creativity that can captivate potential fans in memorable ways. Through tactics like flash gigs in unexpected locations, engaging street art, mystery releases, Easter eggs, and other surprises artists can break through the noise of the digital age and grab the attention of the listening public. These unconventional strategies not only generate buzz but also create unique experiences that people are eager to share, both online and offline.

Guerrilla marketing also embraces the digital world, leveraging online platforms to engage fans in interactive events, such as virtual scavenger hunts and pop-up gatherings. These digital experiences deepen the artist-fan connection by making fans active participants in the artist's creative universe. Moreover, unique merchandising tactics, such as limited edition releases and creatively packaged merchandise, offer tangible ways for TrueFans to support and connect with the artist.

Building Your Tribe: A Multifaceted Approach
The combination of grassroots and word-of-mouth marketing along with guerrilla tactics offers a multifaceted approach to building a tribe of TrueFans. This strategy is not just about increasing numbers but about cultivating a community of supporters who are deeply engaged and emotionally invested in the artist's journey. By consistently engaging with their audience, creating exclusive experiences, and listening to feedback, artists can turn casual listeners into loyal TrueFans.

The integration of collaborative efforts, such as partnering with local businesses and aligning with social causes, further enriches this community. These collaborations not only broaden the artist's visibility but also connect them with fans who share their values, creating a stronger, more meaningful bond.

For Singer Songwriters navigating the complexities of the music industry, the combined power of grassroots and word-of-mouth strategies with guerrilla marketing offers a dynamic and effective path to success. 

By focusing on personal connections, authenticity, and creative engagement, artists can build a dedicated tribe of True Fans. This approach transcends traditional marketing tactics, forging deep, lasting relationships that not only sustain an artist's career but also enrich the lives of both the artist and their fans. In the pursuit of a successful career, embracing these principles can turn the dream of a thousand TrueFans into a rewarding reality.

The Synergy of Grassroots Efforts and Word-of-Mouth
The journey begins with the grassroots effort, which thrives on the deep, personal connections that Singer Songwriters can forge with their audience. The emotional resonance of their music, paired with the intimacy of performances— whether live or online— creates a unique bond with listeners. This authenticity and trust are the bedrock of any true fan base, as these fans are not just passive listeners but active supporters.

Word-of-mouth marketing amplifies this effect exponentially. It turns each listener into a potential advocate for the artist, sharing their discovery with friends and family. This form of marketing carries a weight of credibility that no paid advertisement can match, effectively broadening an artist's reach through genuine endorsements. Moreover, its cost-effectiveness cannot be overstated, allowing artists to maximize their impact without depleting their resources.

The Guerrilla Marketing Edge
Guerrilla marketing introduces an element of surprise and creativity that can significantly enhance the visibility and appeal of Singer Songwriters. Tactics such as flash gigs in unexpected locations and the creation of street art featuring lyrics or QR codes to music, engage the public in memorable ways. These strategies not only capture attention but also encourage sharing, both online and offline, creating a buzz that can attract new fans.

Moreover, leveraging digital platforms through mystery releases or interactive online events adds a layer of engagement that draws fans deeper into the artist's world. Unique merchandising tactics, such as limited edition releases or creatively packaged merchandise, further cultivate a sense of exclusivity and loyalty among fans.

Building a Tribe of True Fans
The ultimate goal is to engage consistently and meaningfully with your audience, creating exclusive experiences that make fans feel valued and part of the artist's journey. Feedback loops are crucial; they not only foster a sense of community and belonging but also offer valuable insights that can guide an artist’s creative direction.

As said, for Singer Songwriters, the combined power of grassroots efforts, word-of-mouth, and guerrilla marketing strategies presents a compelling blueprint for building a growing tribe of TrueFans. This approach is not just about promoting music; it's about creating a sustainable, authentic connection with an audience that values not just the art but the artist behind it. 

By investing time and creativity into these strategies, artists can lay the foundation for a lasting successful career, supported by a dedicated base of TrueFans that will follow them through every stage of their journey.

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• the 100 GREATEST SINGER SONGWRITERS of All Time—  John Prine

"In a career spanning almost 50 years, two-time Grammy-winner John Prine has penned and performed such significant songs as Sam Stone, Angel From Montgomery,  Paradise, Hello In There, Illegal Smile, That’s The Way The World Goes ‘Round, Lake Marie, Fish and Whistle, Speed Of The Sound Of Loneliness, In Spite of Ourselves and I Just Want To Dance With You. These and many others brought him induction into the Nashville Songwriters Hall of Fame in 2003."
— Songwriters Hall of Fame (2019)

John Edward Prine (October 10, 1946 – April 7, 2020) was an American singer-songwriter of country-folk music. He was active as a composer, recording artist, live performer, and occasional actor from the early 1970s until his death. He was known for an often humorous style of original music that has elements of protest and social commentary. 

Born and raised in Maywood, Illinois, Prine learned to play the guitar at age 14. He attended classes at Chicago's Old Town School of Folk Music. After serving in West Germany with the U.S. Army, he returned to Chicago in the late 1960s, where he worked as a mailman, writing and singing songs first as a hobby and then as a club performer. 

A member of Chicago's folk revival, a laudatory review by critic Roger Ebert built Prine's popularity. Singer-songwriter Kris Kristofferson heard Prine at Steve Goodman's insistence, and Kristofferson invited Prine to be his opening act, leading to Prine's eponymous debut album with Atlantic Records in 1971. The acclaim Prine earned from his first LP led to three more albums for Atlantic. He then recorded three albums with Asylum Records. In 1981, he co-founded Oh Boy Records, an independent label where he released most of his subsequent albums. 

Widely cited as one of the most influential songwriters of his generation, Prine was known for humorous lyrics about love, life, and current events, as well as serious songs with social commentary and songs that recollect sometimes melancholy tales from his life. According to Bob Dylan...

"Prine's stuff is pure Proustian existentialism. Midwestern mind-trips to the nth degree. And he writes beautiful songs. All that stuff about Sam Stone, the soldier junkie daddy, and Donald and Lydia, where people make love from ten miles away. Nobody but Prine could write like that." 

In 2017, Rolling Stone proclaimed him "The Mark Twain of American songwriting."

In 2020, Prine received the Grammy Lifetime Achievement Award.

He died at age 73 in 2020 of COVID-19.

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• MONDEGREEN— from Stairway to Heaven by Led Zeppelin

A mondegreen is a misheard or misunderstood phrase, most typically in a song or poem, that gives it a new meaning.

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Stairway to Heaven by Led Zeppelin

Original Lyric: 

And as we wind on down the road...

Mondegreen: 

There's a wino down the road...

Although Stairway to Heaven has been called "the best rock song of all time," it never charted. Wait! What? True. The track was never released as a single; instead, radio stations only received promotional singles and they have become collector's items, currently worth between several hundred into the thousands of dollars depending on condition.

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• COACHING—  Fanonymity: the Cause & the Cure from ArtistVerified’s Angle

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Every retail outlet knows more about their customers than a musician does about their fans.

Have you ever noticed how every one of your favorite brands, stores, restaurants, and service providers seems to know everything about you— and yet your favorite music artists have no clue who you are? 

Scroll through your email inbox and count the number of emails you get from your favorite bands. Maybe do the same with your phone and look at TXT/SMS. Have you ever missed out on tickets to a show by one of these bands because you didn’t know it was going on sale until it was already sold out? Or not been aware that a new track or album was released, or that there was a limited quantity of a new merch item available? 

Yes, we have to…

The consumption and monetization of music is unique to itself and amorphous
Access to and revenue streams from music have changed throughout history and continue to do so. Since the advent of contemporary music, performing and recording music artists have become increasingly dependent on third-party entities or platforms to market their music and shows. From the 60s through the mid-90s, record labels/distro one-stops/stores, print media and radio controlled the marketing communication between artists and fans. Very few independent artists ever broke through to a mass audience without the support of all of the above during this period.

The advent of the internet not only changed the way music artists monetized their music, it changed how they reached potential audiences. Digital music meant distribution didn’t require a physical purchase. Post the Napster-led file-sharing debacle, record labels turned to Apple to monetize digitally through download sales on iTunes, and eventually, Spotify and later-generation digital streaming platforms became the revenue gatekeepers for music monetization. Live performance replaced recorded music as the primary revenue stream in the early 2000s and has remained such except for a brief interruption during the pandemic. Today, streaming platforms, ticketing companies, and social media platforms are the intermediaries between artists and fans.

So what’s the real problem?

In our view, there are two primary issues faced by music artists today both related to how the ticketing, streaming, and social platforms they have become dependent on communicate with and engage their fans.

• Each of those platforms or providers has their own portion of the fanbase and a vested interest in developing that segment further without consideration of the broader picture beyond their boundaries

• Most (if not all) of those platforms “create shareholder value” by renting access to the interaction channel between artists and fans — effectively it’s an arbitrage model, applied to contact data.

Walled gardens
Artists using these platforms can only engage with their fans who use the platform within the boundaries of the platform. The identities of the fan users are not shared with the artist in order to keep the engagement on the platform. This certainly makes sense for the platforms and their ad or subscription-driven revenue models. For artists, it’s a redundant exercise in counter-production.

Pay to reach
Artists have to pay these platforms repeatedly and in perpetuity in order to reach the same fan audience. They don’t receive any meaningful data about who fans actually are— making this economic relationship very imbalanced. Most artists are active on multiple such third-party platforms, which means their cost to reach increases (or they are forced to compromise on reach in managing expenditure). Some of these platforms are self-destructing and hemorrhaging users as we write this, leaving artists with a potential further disconnect from a subset of their fans— essentially they invested in a depreciating asset.

Music artists are blindfolded, shouting, and barely getting pennies for their efforts. Even worse, the data these third-party platforms do provide artists is essentially meaningless because it can’t be tied to actual fan identity or cross-correlated between engagement, purchasing, attendance etc, let alone across platforms.

Most music fans are anonymous to the artist.
The reality is that most music artists have no idea who their fans are aside from the very small number of artists who effectively use email and SMS tech to connect directly to those people. Even in those cases, the average number of fans on those lists are somewhere in the 15%-20% range of active fans for a music artist. Most music artists filling rooms, packing clubs, auditoriums and stadiums look out from the stage at a sea of people and have no clue who they are, why they are there or how to know if they will see them the next time they come to town.

Many music fans would love a closer relationship with their favorite artists
Flip that around, and many fans would willingly engage closer or more often with the artists they love if only it was possible. Most fans know that simply liking or following on any platform isn’t going to move the dial in their relationship with the artist. Some fans will go further and join a mailing list, a fan club, a gig tracking service and attempt to get “closer” to the artist, but there are genuinely very few opportunities for a personal level of interaction.

This is perhaps the great irony of fanonymity. It serves neither music artists or music fans well— perhaps the only winners are the intermediary and relationship brokering platforms who offer to 'facilitate' those interactions (for a fee, of course!) without actually resolving anonymity.

So what recourse do music artists and fans have ?
With new technologies come new opportunities. Music artists and fans now have the ability to connect directly and authentically using digital identity protocols and engagement platforms providing the ability to share identity data in an actionable and rewarding manner. Artists are no longer stuck with defaults and can actively choose to use platforms which provide them with the best opportunities to connect to grow audiences, convert passive fans into active fans (and some of those into TrueFans), and monetize their most passionate and engaged supporters. These platforms are phygital — they operate across the online (social, streaming) real world (venues, festivals, with physical merch) boundaries.

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ArtistVerified 'Delivering a better space for artists and fans to engage.'
ArtistVerified is a two-sided platform directly connecting music artists and music fans through establishing actionable digital identity. They offer a unique approach to the artist-fan relationship based on artists being able to own their fan relationship at its core empowering both fan acquisition and retention. Launching in March 2024. Tap the link ArtistVerified to learn more and access more useful and valuable content.

in partnership with Jason Blume

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• PS from PS— Is Success Really Possible... Really?

The following piece from Jason Blume felt so important to share with you, because it speaks directly to Singer Songwriters. Yes, of course, there are many ways to take to achieve the success you seek, but there is no EASY button. Any (and every) level of success you're aiming for in your career will require real talent, networking skills, perseverance... and luck! Enjoy Jason's been-there-done-that voice of experience.

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Is Success Really Possible... 

from Tips for Creative People by Jason Blume

I received a message on Facebook from a Songwriter who wondered whether success is possible. He expressed that it sometimes seems as though talent is not the determining factor; that some writers find success effortlessly, as if it were pre-determined, and that for some, it just takes money.

I felt compelled to respond.

I have never seen anyone find success "effortlessly." My road to becoming an overnight success spanned 16 years. It was 11 years before I earned a meager living as a songwriter and an additional five years before I had a hit and significant income. I have seen students throw tremendous amounts of money at success. Some invested more than $10,000 to hire independent pluggers who sent them detailed monthly pitch reports. Unfortunately, very few of those pitches were ever listened to. The only thing you needed to be able to write to be signed by some of those independent pluggers was a check. Their reputations preceded them and the songs they dropped off were promptly delivered— to the trash bin.

Other students have invested enormous sums to enlist record promoters and publicists in the hopes of propelling their self-produced recordings onto the radio and the music charts.

Others hired has-been producers who once upon a time produced mega-hits, but now earn their living producing extremely expensive demos for artists who mistakenly believe that based on the producers track record their music will be played for top decision-makers.

Some people are indeed lucky. There is no doubt about that. But ultimately it takes exceptional talent, as well as networking skills to rise above the competition.

So... is success attainable?

I have seen countless people achieve tremendous levels of success. But they are a tiny percentage of those who follow their dreams.

Yes, success absolutely is attainable— but only for those who have exceptional talent, networking skills, perseverance... and luck.

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Jason is one of the people in the industry who always speaks the truth— even and especially when it's hard to hear. I believe that is what New Music Lives™ is doing with you on a daily basis: Speaking the truth of what it really takes for you to succeed as Singer Songwriters, and giving you the tools and teaching to make that happen. With a little luck, of course. 

Until we speak again...

Thanks for reading. Give us your feedback.

And PLEASE, if you've got any Singer Songwriter friends, pass the AMP on, because... It’s Time... for a Change. Big Time. Past Time...