the AMP Issue 57

"My job is to somehow make [people] curious enough or persuade them by hook or crook to get more aware of themselves and where they came from and what they are into… and to bring it out."
— Nina Simone

Hey! Is the AMP a newsletter or a magazine...?

In This Issue... 17 pages [about 24ish minutes to read] You'll Get... 

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• RECOMMENDS— It All Begins With a Song— The Story of the Nashville Songwriter.

• the BIZ— Mainstream Is the New Niche by Mark Mulligan of MIDiA Research

• the GREATEST SINGER SONGWRITERS of ALL TIME— Kesha

• BACKSTAGE PASS—  Why Music Merch Matters by AJ Lindenbaum @ Mainfactor

• COACHING— Who Is the Best Voice Teacher? by Mike Goodrich

• PS from PS— The Power of Touring: Elevating Your Music Brand

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Here's the playlist

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• Recommends— a Rousing Recommendation for It All Begins With a Song— The Story of the Nashville Songwriter.

"There's 5,000 ways to write a song, pick one."
— Tom Shapiro

If you've ever wondered what it truly means to be a Singer Songwriter, to navigate the tumultuous waters of creativity, and to rise above the challenges of the industry, It All Begins With a Song is the film that will not just answer your questions— it will ignite the fire in your soul. For anyone who has ever put musical pen to paper in the hope of crafting something timeless, this documentary is a beacon of both insight and inspiration.

In this thoroughly and thoughtfully crafted 82-minute journey, you'll dive deep into the heart of Nashville's songwriting community— a community that is the lifeblood of the music most all of us know and love. We all hum their tunes, know their words by heart, and live our lives through their art, yet so many of these brilliant minds remain in the shadows. It All Begins With a Song shines a much-needed light on these unsung heroes, revealing the very essence of what it means to create music that resonates with millions.

With over 80 interviews and 100 hours of footage, the film gives voice to legends and rising stars alike— Garth Brooks, Mac Davis, Brad Paisley, and so many more. (And yeah, mostly, sadly, it's a guy's club.) Through their stories, you'll witness the raw, unfiltered reality of what it takes to succeed in the music industry. You'll feel their struggles, from paying their dues to enduring the highs and lows of the creative process. And you'll celebrate their victories, from that magical moment of discovering a hit to the recognition that follows.

But this documentary is more than just a behind-the-scenes look. It's a tribute to the Songwriters whose words and melodies shape our lives, a reminder that the power of a song can change the world. For any Singer Songwriter aiming for success, It All Begins With a Song is a MUST WATCH!— a powerful tool to understand not just the industry, but the artistry and perseverance required to truly make it.

"All you need to write a country song is three chords and the truth."
— Harlan Howard

In a world where fame often overshadows talent, this film is a clarion call to all who believe in the transformative power of music. You won't just watch this documentary— you'll experience it, and let it fuel your journey to becoming the Singer Songwriter you were meant to be.

It's available on Amazon Prime. And the 4-minute trailer is here: It All Begins With a Song — The Story of the Nashville Songwriter.

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• the BIZ— Mainstream Is the New Niche by Mark Mulligan from MIDiA Research

Niche does not inherently mean small, and its potential is huge. The simple, hard truth is that now everything is niche, even mainstream.

Five years ago, we made the call that 'niche is the new mainstream'. Today, this dynamic is so fundamental to music and culture that we are firmly in the stage of second order consequences. Superstars are getting smaller, the long tail is getting longer, and rightsholders are bringing in earnings thresholds to keep that growing long tail at bay. But it was a blog post by my colleague Tatiana—“Did Charli XCX go mainstream, or did the mainstream just go niche?”— that got me thinking whether, now five years in, the mainstreaming of niche has reached a tipping point.

The dynamics of Charli XCX's career (e.g., 25,000 RSVPs in one hour for a 1,000-cap Boiler Room gig) feel very much like those of Taylor Swift. Of course, the sheer scale of the Swift fandom machine is the big difference— or is it? Is mainstream about actual numbers or reach, or perhaps both? In fact, it is best measured in three key ways:

1. Absolute scale: how big are the numbers?

2. Relative scale: how big are the numbers compared to others?

3. Active reach: what share of the total audience does an artist have?

Let's use Taylor Swift, as today's biggest mainstream music artist, to test each.

Absolute scale 
There is no getting away from the fact that everything “big” has got smaller. Michael Jackson, arguably the equivalent of Taylor Swift for the peak-CD era, shifted half a billion units worldwide when units actually meant units. By comparison, Taylor Swift has fewer than 200 million 'album equivalent sales'— which of course means this figure is increasingly made up of streams being converted into 'sales'. Given that so much of streaming behavior today is radio-like, we would really need to add an estimate of total individual radio listens to Jackson, which would result in a figure that would comfortably end up in the tens of billions in 'equivalent sales'. Yes, Jackson's career happened in a different era, when fewer artists were competing and linear broadcast platforms dominated. But that is the entire point of fragmenting fandom.

Relative scale
It is abundantly clear that Taylor Swift has more streams and ticket sales than pretty much everyone else. She is the biggest artist on the planet right now. She has mainstream awareness, but does that make her actual listenership mainstream? 

She certainly has more mainstream cultural clout than her peers, managing to become part of the mainstream media narrative— look no further than the Financial Times running pieces on 'Swiftonomics'. This is thanks, in large part, to the fact she first built her fandom pre-fragmentation, when music was still much more a part of mainstream culture. It is an advantage enjoyed by other artists, such as Beyoncé, that came up pre-streaming's peak, and therefore pre-fragmentation. But an FT subscriber reading a Swiftonomics story does not necessarily make them a listener (I'll hazard a guess that particular conversion rate is not one to sing about). Having mainstream media reach is not the same as being a mainstream artist in terms of listenership, even though the two things did largely go hand-in-hand once upon a time. So, simply being bigger than the rest does not inherently equate to being mainstream. In the same way that the fastest kid at school could leave her classmates for dust but not even qualify for national heats, let alone compete with the fastest runners in the world.

Reach
Active reach is where the picture really comes into focus. The best-selling albums in US history (when sales were sales) were the Eagles Their Greatest Hits 1971-1975, with 38 million sales, and Michael Jackson's Thriller, with 34 million. Based on the respective populations of the year of release of those albums, the Eagles was bought by 17.4% of the US population, while Michael Jackson was bought by 15.9%. 

Taylor Swift's best-selling US album was 1989 (6.5 million) while The Tortured Poets Department sold 2.9 million. As a share of the total US population, they represent 2.0% and 0.7%.

Taylor Swift's biggest-selling release has 12 times less reach than the Eagles, while her latest release had less than 1% reach. NOTE: with modern 'sales' figures including streams, Swift's total audience may have been bigger (as many different people's streams could add up to one sale). But equally, it could be lower, as one person's streams could add up to multiple units. 

 Of course, judging Swift's reach only by album sales— an aging format, and an essentially extinct one for much of her listener base— is unfair. Yet interestingly, the c1% figure doesn't just apply to Swift's album sales. The record-breaking 'Eras' tour sold 4.5 million US tickets, which is just over 1% of the US population (and Swifties being Swifties, there was probably a decent number who saw the show more than once, meaning that percentage is likely a bit smaller). Meanwhile, Swift's 26.1 billion Spotify streams in 2023 made her the most streamed artist of the year, yet that was just 1.4% of all global Spotify streams. Now, 1.4% of global streams for one artist is a massive achievement But in the analogue era so many more people would have listened to the biggest artist of the day because radio was the main consumption format, and on radio everyone listens to the same song, whether they like it or not.

None of this is a critique of Taylor Swift, but instead a reflection of the modern music world which she is part of. She is clearly a hugely successful artist at the top of her game. But the game is not the same as it once was. It is not that Taylor Swift is not huge— she is. But she is not mainstream, because mainstream itself is now niche. Charli XCX shows how successful you can be when you understand the power of niche. 

Niche does not inherently mean small, and its potential is huge. The simple, hard truth is that now everything is niche, even mainstream.
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Mark Mulligan is the Managing Director and a leading analyst at MIDiA Research, a premier research and analysis firm specializing in the music, media, and technology industries. With over two decades of experience in the field, Mark is renowned for his deep insights into the evolving landscape of the music industry, particularly in the areas of digital music, streaming services, and consumer behavior. His expertise has made him a trusted voice for industry professionals, providing data-driven analysis that shapes strategies for artists, labels, and technology companies alike.

For those looking to stay ahead of the curve in the music industry, I highly recommend visiting the MIDiA Research website and subscribing to their newsletter. It's an invaluable resource for anyone serious about understanding the future of music and media. Tap the link to stay informed with the MIDiA Weekly Briefing

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• the Greatest Singer Songwriters of All Time— Kesha

A Defiant Voice in Pop Music and Songwriting

"Kesha is one of the most fearless and innovative songwriters of our generation, redefining what it means to be an artist in the modern era."

FRAZER HARRISON/FILMMAGIC

Kesha Rose Sebert, known mononymously as Kesha, burst onto the music scene in 2009 with her debut single Tik Tok, which became a global sensation. The song, which topped the charts in multiple countries, showcased her knack for crafting infectious pop anthems with a rebellious edge. But Kesha's contribution to music extends far beyond her early hits; she has proven herself as a versatile songwriter, capable of penning songs that range from high-energy party anthems to deeply personal ballads.

Musical Evolution and Impact
Kesha's discography reflects her evolution as an artist. Her debut album, Animal (2010), followed by Warrior (2012), cemented her status as a pop powerhouse. However, it was her 2017 album Rainbow that marked a significant turning point in her career. Rainbow was a cathartic project for Kesha, reflecting her personal struggles and resilience. The album, which received critical acclaim, showcased her growth as a songwriter, with tracks like Praying highlighting her ability to channel pain into powerful, uplifting music.

Kesha's songwriting is incredibly personal and raw, yet it resonates with so many. She has a unique gift for turning her pain into beautiful music."
— Adele

Kesha's music is characterized by its eclectic style, blending pop, rock, electronic, and country elements. This genre-fluid approach has allowed her to reach a broad audience and has influenced a new generation of singer-songwriters who see her as a trailblazer in the industry.

Personal Life and Struggles
Kesha's career has not been without its challenges. Her legal battle with producer Dr. Luke, which began in 2014, brought to light issues of abuse and control within the music industry. Despite the public and painful nature of the case, Kesha emerged stronger, using her platform to advocate for survivors of abuse. Her song Praying is a testament to her resilience and has become an anthem for those who have faced similar struggles.

"Kesha is a true artist, someone who isn't afraid to be herself and speak her truth through her music. Her voice is a powerful force in the industry."
— Lady Gaga

On a personal level, Kesha has been open about her struggles with mental health, including an eating disorder and anxiety. These experiences have deeply influenced her music, particularly in her later work, where themes of self-acceptance and empowerment are prevalent.

Political and Social Activism
Kesha is not just a pop star; she is also a vocal advocate for various social and political causes. She has used her platform to support LGBTQ+ rights, animal rights, and gender equality. In 2019, she delivered a TED Talk titled How to Reclaim Your Voice, where she discussed the importance of authenticity and the power of using one's voice for positive change. Her activism is an integral part of her identity as an artist, further cementing her status as a role model for her fans and fellow musicians.

"I admire Kesha's strength and the way she has used her music to empower others. Her songs are anthems of resilience and hope."
— Kelly Clarkson

Influence on Other Artists
Kesha's influence on other Singer Songwriters is undeniable. Her bold approach to songwriting, where she blends honesty with a fearless attitude, has inspired many artists to embrace their authentic selves. Her ability to navigate the complexities of the music industry while maintaining her artistic integrity serves as a blueprint for aspiring musicians.

"Kesha is a trailblazer in every sense of the word. Her ability to craft songs that are both fun and meaningful is what makes her one of the greats."
—  Demi Lovato

Biggest Hits and Achievements
Kesha has an impressive catalog of hits, including Tik Tok, Your Love Is My Drug, We R Who We R, Die Young, and Timber (with Pitbull). These songs have not only topped charts but have also become cultural touchstones, reflecting the zeitgeist of their time.

In addition to her commercial success, Kesha has been recognized with numerous awards, including the MTV Europe Music Award for Best New Act in 2010 and the Billboard Women in Music Trailblazer Award in 2016. Her influence extends beyond music, with her impact being felt in fashion, social media, and pop culture at large.

"Kesha's influence on pop music is undeniable. She's a fearless songwriter who has paved the way for so many artists to be unapologetically themselves."
— Taylor Swift

The Legacy of Kesha
Kesha's journey from a party-pop icon to a revered singer-songwriter is a testament to her resilience, talent, and ability to connect with audiences on a deep emotional level. Her music, marked by its raw honesty, catchy melodies, and has left an indelible mark on the pop landscape. As Kesha continues to evolve as an artist, her legacy as one of the greatest singer-songwriters of all time is secure.

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You've GOT TO Watch this TED Talk The Alchemy of Pop

"You can write a song and you can not tell the truth, but your song will suck..."

… says pop star Kesha. So what's the secret to making a great pop song? She explains the special alchemy of her own hits like TiK ToK and Praying and gives a stunning debut performance of her new song, Cathedral. (Note: This talk contains mature language.)

Over her career, Kesha has earned 10 top-10 singles, two number-one albums, four number-one songs on top 40 radio, billions of streams and nearly 40 million followers across social media. The GRAMMY-nominated superstar attracts a passionate global audience who believe in the messages behind her music. Meanwhile, her ventures outside of music include a top-rated TV program, an award-winning film, a book and a cosmetics line. She supports the LGBTQIA+ community and animal welfare through various organizations.

in partnership with Mike Goodrich, Your Inner Singer

• BACKSTAGE PASS— Why Music Merch Matters by AJ Lindenbaum @ Mainfactor

This article is a condensation from the original.

Music merch sales matter, because they can significantly boost artists' earnings, and by connecting with fans drive more sales.

In the ever-evolving music industry, artists have numerous channels for monetizing their work. However, the financial potential of merchandise sales stands out, often offering higher margins compared to streaming and live performances. For instance... 

Building a merchandise business early in an artist's career is crucial, especially in an industry where diversified income streams are necessary for sustainability. Merchandise not only supplements earnings but also provides a stable revenue stream in the highly competitive music industry.

Merchandise & Fan Engagement
Fans crave a connection with their favorite artists, and licensed merchandise offers a tangible way to express this bond. Social media has amplified these connections, allowing fans to feel a unique relationship with creators. This sense of loyalty motivates fans to purchase merchandise, which serves as both a fashion statement and an expression of their fandom.

Social media platforms further enhance this by allowing fans to showcase their merchandise collections, creating a ripple effect that normalizes and encourages the purchase of branded items. This trend highlights the evolving landscape where personal identity, fan culture, and social media interplay to drive market trends.

Streaming
Technology has democratized music creation and consumption, enabling artists to produce and distribute their work with minimal barriers. Once a song is completed, artists can easily distribute it via platforms like Tunecore or DistroKid, allowing them to passively collect royalties across all streaming services.

Fan-Driven Marketplace
The rise of DIY culture has diminished the traditional influence of record labels. Today, artists can produce, distribute, and promote their music independently, often achieving overnight success through social media platforms like TikTok and Instagram. This shift has led to a more democratized music industry, where fans, rather than labels, dictate marketplace trends.

Traditional Industry Conduct
Historically, merchandise has been an afterthought for many artists. However, the industry is shifting towards modern e-commerce standards, emphasizing better customer service, faster shipping, and tech integration. Companies like Mainfactor are leading this change, offering end-to-end support for artists to manage their direct-to-consumer and merchandising operations.

Merchandise in the Modern Music Industry
Merchandise is becoming increasingly vital as a revenue stream in the modern music industry. While streaming offers exposure, it often provides artists with a fraction of the revenue compared to traditional album sales. For example, Universal Music Group's merchandise revenue grew significantly in recent years, indicating that merchandise is a faster-growing revenue stream compared to streaming.

Super Fan Monetization
Super fans are a crucial component of an artist's business. Engaged fans are more likely to purchase merchandise, contributing significantly to an artist's income. There's a common concept in the music industry: if 1,000 fans spend $100 each, it equates to $100,000 annually for the artist. Super fans are not just buying merchandise; they're buying into a community, a culture, an identity, which can be monetized continuously.

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Tap on this link Why Music Merch Matters to read the complete original article.
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AJ Lindenbaum is the Manager of Business Development at Mainfactor, a company specializing in e-commerce growth and digital brand management. With a strong background in business strategy and digital marketing, AJ plays a pivotal role in helping brands scale their online presence and optimize their e-commerce operations. His work involves forging partnerships and creating opportunities that drive business success in the fast-evolving digital landscape.

For anyone interested in expanding their brand's digital footprint or optimizing e-commerce performance, I recommend checking out Mainfactor's offerings. Their expertise in digital brand management and growth strategies can provide invaluable support to any business looking to thrive online. Check out all the resources available on hypebot Music Technology the New Music Industry and Mainfactor building, marketing, and operating direct-to-consumer businesses with artists, creators & brands

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• COACHING—  Who Is the Best Voice Teacher? by Mike Goodrich

This is from a recent email Mike sent…

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No, this is not a self-aggrandizing email telling you how wonderful I am...

Quite the opposite.

This is the part you need to sit down for because it may annoy you.

Who's the best voice teacher? Take a nice 'selfie' and check out who you see.

It's YOU! Or rather, it's you voice.

"But Mike, I don't know what the heck I'm doing! That's why I follow you! And now you say this... I'm out of here!"

WAIT!

Let me explain what I mean (and no this isn't just a clever email topic, it's actually true when you follow what I'm about to tell you).

Your voice already knows what it wants to sing and how it wants to sing, and it will tell you and show you if you do the following:

• Let go of any desire to sound a specific way. (This is VERY important)

• Stop ANY judgment about how your voice currently sounds or how it feels.

• Once you're in that mental state, do something to get happy. (I watch or listen to comedy)

• Now, ask your voice what it wants to sing. (This is key. I'm not talking about what YOU want to sing, I'm talking about what your VOICE wants to sing.)

• Now, sing that song WITH NO JUDGEMENT.

• Ask YOURSELF if any judgment came up about how you just sang

• If some did, let it go as it's the ONLY way this will work. YOU HAVE TO LET GO OF YOUR PRECONCEIVED IDEAS OF WHAT YOU WANT TO SING AND HOW YOU WANT TO SOUND AND FOR NOW EVEN HOW YOU WANT IT TO FEEL.

• Now you are going to COLLABORATE with your voice as if it's your teacher. Treat it with respect and listen to it as if you were paying for lessons.

• Do not be concerned right now about strength and power but rather, balance and ease (that's where the power comes from).

• Ask your voice how it felt. Ask your voice if it liked singing that song. Ask your voice if it feels like a good fit. 

• Ask your voice if it likes the way you played it. (Your voice is an instrument that you are building and learning to play at the same time. It's the only instrument like that, unless you buy one from IKEA!).

If the WHO had asked their instruments that question, I'm sure their instruments probably would have said NO WE DON"T! (If you don't know that reference then go to YouTube and watch a WHO concert from the 60's or 70's!

Let your voice show you how to make things easier so you can get in line with what your voice wants. Get on the same page with it and don't fight it.

Your voice will be very accommodating and agreeable once you start asking for it's help and input.

But you need to pay attention to it before you start telling it what YOU want IT to do.

Rinse and repeat the steps above and continue to let your voice guide you. If you do you will begin to get a clear indication of where you are NOW and what feels right to your voice.

Don't just do this with songs but also include all this in your practicing. Let your voice guide you and let go of trying to control it.

From there you can go far! Keep listening.

I speak from experience as I was on both sides.

When I was telling my voice how and what I wanted to sing I had NO success. NONE!

When I started listening to what IT wanted my whole vocal life changed.

This DOES NOT mean you can't challenge it to grow... but not yet.

First you must get on its side and listen to it. Slow down and enjoy the ride, it will show you the way. I promise.

Your voice may speak through intuition. It may guide you to a podcast, a course or a teacher who can help you give it what it needs. Listen and follow its lead.

If you need a guide, you now where I am...

(That's about as self-aggrandizing as it gets!)

Sing fearlessly!

Mike

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Scroll up and read the in partnership with... box to learn more about Mike Goodrich.

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PS from PS— The Power of Touring: Elevating Your Music Brand

In the dynamic world of music, touring remains a cornerstone of a Singer Songwriter's career. It's time (for a Change. Big Time. Past Time) to rethink what "touring" means and how it can amplify your brand. Whether you're playing three local gigs or embarking on a 100-show regional journey, every performance will be an opportunity to strengthen your connection with fans and boost your musical identity.

Redefining the Tour
The concept of a tour isn't limited to cross-country treks or months on the road. Best to think of it more as a powerful marketing tool that can work for artists at any level. The key? 

Branding your shows as a wholistic experience, regardless of scale.

Consider this: You're Alex Smith, and your latest album is A Long Road To Home. Instead of promoting individual shows, package them as The Long Road To Home Tour. This approach instantly elevates your gigs from isolated one-night-stands to elements of a larger, more inclusive, and engaging narrative.

The Branding Power Play
By linking your performances to your latest release or a specific theme, now you're not just playing shows— you're crafting an experience. Here's the strategy:

1. Creates a sense of exclusivity, an event, an experience.
2. Ties your live performances directly to your recorded work.
3. Gives fans a clear, memorable way to talk about and share you and your music
4. Provides a framework for consistent marketing across all platforms

Remember, in today's music landscape, you and your music are a BRAND. You, Inc. Every tour, no matter its size, is an opportunity to reinforce and grow that brand.

The Future of Fan Engagement
As the music industry evolves, so do the tools available to Singer Songwriters. New Music Lives is on the leading-edge forefront of this evolution, preparing to launch innovative solutions designed to enhance the touring experience for both artists and fans.

Coming soon:

• A digital donation tool, allowing fans to easily support Singer Songwriters at shows or online— because who carries cash for the tip jar anymore?

• An audience marketing insight tool that helps Singer Songwriters identify who's attending their shows— because knowing your audience is critical for building those close, career-supporting TrueFan relationships.

These coming soon tools represent a new frontier in fan engagement, providing artists with the means to not only perform more and better but truly connect and grow their fanbase in multiple, meaningful ways.

Touring— in whatever form it takes for you— remains a vital part of a Singer  Songwriter's journey. By approaching it with a branding mindset and leveraging new technologies, you will transform your shows into powerful tools for building your career and connecting with your audience. The road ahead may seem long and winding, but with the right approach we'll help you build, it's paved with opportunities. Maybe even gold.

Until we speak again…

Help Us Create More Success For 
More Singer Songwriters Than Ever Before!

It's Time... For a Change. Big Time. Past Time.

New Music Lives™ is 100% committed to the success of every Singer Songwriter we can reach. With the AMP, we're intent on providing the very best resources, inspiration, and knowledge— free of charge— to ALL Singer Songwriters, because Your Music  MUST BE HEARD! 

Our mission is clear: "Put Success in Your Singer Songwriter Career."

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Money should never be a barrier for any aspiring artist. Those Singer Songwriters who need the AMP the most are often the ones who can afford it the least. That’s why we’ve made the AMP accessible to everyone. Free. No Charge. And No Strings. 

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