the AMP Issue 52

"Happy BirthDay to you.
 Happy BirthDay to you.
 Happy BirthDay to the AMP.
 Happy BirthDay to you!"

 Happy 1st BirthDay to the AMP 🎂  Yay!

In This Issue... 18 pages [about 25ish minutes to read] You'll Get...

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• BirthDay Presents— Read Paul's PS: New Music Lives™ is GIVING the Gifts

• Recommends— AllMusic .com

• the Biz—  Music isn't getting worse, genre is by Mark Mulligan

• the Greatest Singer Songwriters of All Time— Billie Eilish and Finneas O'Connell

• the Greatest Lyrics of All Time— Four from Billie and Finneas 

• Backstage Pass— How to Increase Attendance at Your Live Shows by Matt Jacoby from UpToEleven

• PS from PS— Happy BirthDay to the AMP—  🎂 Yay! How Cool! ❤️

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Here’s the playlist

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• Recommends— AllMusic .com

My devoted DA— Digital Assistant— I call ChatJMF (formerly GPT) wrote all this below. (I did some wordsmithing/editing. I'm a writer I can't help myself). What's crazy is I didn't ask/prompt for a song. Well... maybe I did.

Inadvertently. With the prompt: "Can you give me a brief rap/description of the website allmusic.com so I can make a recommendation in my newsletter for Singer Songwriters?" Guess it was the word 'rap' that sent the Chat into HipHop mode.

So... AllMusic is a comprehensive, in-depth resource for finding out more about the albums, bands, musicians and songs you love.

Yo! Here's the rap...

Yo, Singer Songwriters, listen up, it's true,  
Got a website that's a treasure, and it's all just for you.  
AllMusic is a .com where the music geeks reside,  
Reviews, bios, and genres stretching out worldwide.

From rock to pop, hip-hop, and blues,  
Your inspiration, what-ever you choose.  
Dive into discographies, the classics and new,  
Discover hidden gems, AllMusic guides you through.

Artist bios, history, influences great and grand,  
Get to know the legends, and then give them a hand.  
Track reviews and ratings, many albums to explore,  
AllMusic both a website and digital music store.

So if you're writing songs and searching for that spark,  
Head over to AllMusic, let them lighten up your heart.  
A goldmine of info, reviews, the news and more,  
You're invited to AllMusic just go open up the door.

At any rate— or Bonnie Raitt— there's your recommendation for AllMusic.com. Check it out by tapping the link.

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• the Biz—  Music isn't getting worse, genre is by Mark Mulligan

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In the past two issues of the AMP, we published two transcripted articles (Act One and Act Two) of Rick Beato's video, The real reason why music is getting worse. We thought it 'Brilliant' and said so. MIDiA Research's founder, Mark Mulligan has a different perspective. And we say again, "Brilliant." Here's a gentle shortened version.

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A couple of weeks ago, Rick Beato released a video titled "The real reason why music is getting worse." His core arguments revolve around the idea that too many people are making music, and technology has made it easier to create music, leading to lazy creators. Beato followed his initial argument with another video titled "I know you're angry, so am I…," standing his ground. However...

...the notion of 'good music' is entirely subjective. 

If it were solely about technique, popular music would consistently lose to classical or jazz. Music is good when it moves us, and it tends to do so most when we are young. This is why each generation believes the best music was made during their youth.

Beato's arguments highlight the positive trends in today's music business and culture. The tech and democratization trends he criticizes are responding to and catalyzing broader cultural shifts in music, particularly fragmentation and genre evolution.

There has been plenty of discussion about the end of genres and the emergence of a post-genre world. However, the truth is more complex. 

Genre has always been a way for audiences to navigate music, serving as signposts for what they might like. While mood and activity playlists are becoming popular alternatives, the genre remains the primary framework for understanding music.

The established genres (pop, rock, metal, dance, hip hop, jazz, country, blues, classical) each emerged with specific cultural movements at particular times. The last significant genre shift occurred in the '90s with dance music. Since then, new genres have emerged within the established meta-genres.

The new genres of this millennium fall into four categories:

1. Regional interpretations: amapiano, Brazilian funk, reggaeton

2. Scene-driven sub-genres: hyper pop, drill, trap

3. Genre reinvention: mumblecore, dovecore

4. Genre revival: shoegaze, post-punk

These new genres push music in new directions while still belonging to the established meta-genres. The canonization of meta-genres reflects the post-mainstream nature of music, where fandom is fragmented, and genre fragmentation mirrors this foundational behavioral shift. Meta-genres are less important and useful than they once were, as many niche sub-genres are now built around listening patterns rather than tribal music scenes.

Music in the 2020s is shaped by six key factors:

1. Technology: Rapid innovation in music production technology and AI is creating new sounds. New, unexpected sounds are emerging, like hyper pop with auto-tuned vocals and neurostep with hypergrowls.

2. Cultural interplays: Regions are fusing local and international sounds, creating new hybrids like reggaeton, which blends dancehall, Latin music, and hip hop.

3. User modification: Fans altering tracks, speeding them up or down, and creating mashups contribute to the creative process. A TikTok user mixing trap, grindcore, and ambient could accidentally create a new wave of sound.

4. Scenes: Music often serves as a soundtrack to online scenes rather than creating them. This allows for more evolution, as seen with nightcore in online gaming and manga communities.

5. Context: Online spaces are increasingly shaping music. TikTok-core, Spotify-core, and Roblox-core are examples. Social media is also influencing music, as seen with techno's shift to Instagram-friendly fast BPMs and big drops.

6. Genre fluidity: Artists are more willing to blend different genres, breaking down old boundaries. The genre-police may still exist, but there is a greater acceptance of crossing genre lines.

The music business and critics are often quick to label new genres, but simply adding "core" to a word does not create a genre. Music in the 2020s responds more to its surroundings, focusing on aesthetics and mood rather than strict genre boundaries.

Both innovative and reductive changes are occurring. Even top artists and songwriters stick to safe formulas; only 32 out of 960 US Billboard Top 40 songs in the 21st century diverged from 4/4 time. In this fragmented era, creators big and small do whatever it takes to stand out. In this paradigm, genre can sometimes limit a song's reach.

Genre is not disappearing, but while it was once the only framework for music, it is now just one part of a much more nuanced and complex picture. This evolution is ultimately beneficial, allowing for greater creativity and diversity in music.

So In Summary...

Rick Beato's claim that music is getting worse due to technological ease and lazy creators is countered by the argument that what constitutes 'good music' is subjective. 

Music's impact is most significant during one's youth, leading each generation to favor the music of their formative years. 

Current trends in music reflect broader cultural shifts and the democratization of music creation, with genre playing a complex role. While genres still help navigate music, new genres have emerged within established meta-genres, reflecting a fragmented, post-mainstream music culture. 

Music today is shaped by technological innovation, cultural interplays, user modifications, online scenes, digital contexts, and genre fluidity. These factors contribute to a diverse and evolving music landscape where genre boundaries are less rigid. The music business and critics often label new genres, but the real change lies in music responding to its surroundings. Despite some reductive trends, the ongoing evolution of music genres enriches creativity and diversity in the music world.
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You can read Mark's original article in full, Music isn't getting worse, genre is, by tapping the link.

Mark Mulligan
Mark is MIDiA's founder and part of the music analyst team. He covers everything from market shares, to forecasts, to business models and product strategy across the music value chain.

About MIDiA Research}
MIDiA Research is a leading insights and data provider for the music, video, and entertainment industries. They specialize in delivering in-depth analysis and reports that help creators, companies, and professionals stay ahead of the curve in the rapidly evolving entertainment landscape. MIDiA's comprehensive research covers trends, consumer behaviors, market opportunities, and technological advancements, making their insights invaluable for Singer Songwriters looking to navigate and succeed in today's music industry.

For more information and to subscribe to their insightful reports, visit MIDiA Research

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• the Greatest Singer Songwriters of All Time— Billie Eilish and Finneas O'Connell

Redefining Modern Pop Music

"Billie Eilish and her brother Finneas have redefined modern pop music with their innovative and minimalist approach. Their ability to craft haunting, emotive songs that resonate deeply with listeners is unparalleled."
—  Variety​

at the 66th GRAMMY Awards 2024. Photo: Axelle/Bauer-Griffin/FilmMagic

Musical Beginnings and Unique Approach
Billie and Finneas' musical journey began in an unexpected place— Billie's bedroom. This intimate setting became the birthplace of their early hits, showcasing their ability to produce high-quality music without the need for a professional studio. This DIY approach not only set them apart but also inspired countless young musicians to explore home recording.

"Billie Eilish and Finneas are the most exciting artists to emerge in the last decade. Their music is fresh, original, and utterly captivating."
— Elton John

Breakthrough and Hits
Their debut single, Ocean Eyes, released in 2016, quickly went viral, marking the start of their meteoric rise. The song, characterized by its haunting melody and Billie's ethereal voice, captivated listeners worldwide. Following this success, their debut album, When We All Fall Asleep, Where Do We Go? (2019), solidified their place in music history. Tracks like Bad Guy, Bury a Friend, and When the Party's Over, became anthems for a new generation, blending genres and pushing boundaries.

Finneas, not just a producer but also a solo artist, has released his own music that complements his work with Billie. His EP Blood Harmony (2019) and singles like Let's Fall in Love for the Night showcase his lyrical prowess and musical versatility.

"Billie Eilish is a game-changer. Her voice, her presence, everything about her is revolutionary. And Finneas is a genius in the studio."
— Dave Grohl

Awards and Recognition
The duo's talent has been well acknowledged. Billie and Finneas have amassed numerous awards, including multiple Grammy Awards. At the 2020 Grammys, they made history by sweeping the major categories— Record of the Year, Album of the Year, Song of the Year, and Best New Artist. Finneas also took home the Producer of the Year award, highlighting his exceptional skills behind the scenes.

"Billie's voice is unlike anything I've ever heard. She and Finneas create magic together. They're a force to be reckoned with."
— Ariana Grande

Personal Lives and Struggles
Billie and Finneas have been open about their personal lives, sharing their experiences and struggles with their fans. Billie has spoken candidly about her battles with mental health issues, including depression and anxiety. Her authenticity and vulnerability have resonated with many, making her a relatable and inspiring figure.

Finneas, on the other hand, has discussed the pressures of living up to their immense success and the challenges of balancing his roles as a producer, Songwriter, and performer. Despite these challenges, their bond as siblings and creative partners remains strong.

Inspirations and Activism
Both Billie and Finneas draw inspiration from a diverse range of artists and genres. Billie's influences include hip-hop, alternative rock, and jazz, while Finneas cites The Beatles and Frank Sinatra as major inspirations. This eclectic mix of influences is evident in their music, which often defies categorization.

In addition to their musical achievements, Billie and Finneas are vocal advocates for social and political causes. Billie has been particularly active in environmental advocacy, using her platform to raise awareness about climate change and sustainability. She has also been outspoken on issues such as body positivity and mental health,   encouraging her fans to embrace their true selves.

"The way Billie and Finneas craft their songs is truly inspiring. They bring a new level of artistry to pop music."
— Taylor Swift

Impact on Singer-Songwriters
Billie Eilish and Finneas O'Connell have had a profound impact on other singer-songwriters. Their success has shown that authenticity, creativity, and a willingness to break the mold can lead to monumental success. They have inspired a new generation of musicians to embrace their unique voices and explore unconventional paths in their musical journeys.

"Finneas has a rare gift for production, and Billie's songwriting is profound. Together, they're a modern-day Lennon and McCartney."
— Paul McCartney

Billie Eilish and Finneas O'Connell have not only achieved remarkable success in their careers but have also redefined what it means to be modern pop artists. Their music, marked by innovative production and deeply personal lyrics, resonates with audiences around the world. As they continue to evolve and inspire, their legacy as two of the greatest Songwriters of all time is firmly established.

in partnership with the Eleven Music Career Center and Matt Jacoby

• the Greatest Lyrics of All Time— Four from Billie Eilish and Finneas O'Connell

Billie is arguably one of the best Songwriters working in pop music. She and her brother, the brilliant songwriter and producer Finneas, are the powerhouse Songwriting team behind the many hits off her groundbreaking albums, When We All Fall Asleep Where Do We Go? and Happier Than Ever. Here are four striking lyrics the superstars have to offer. from AmericanSongwriter

What Was I Made For?

Think I forgot how to be happy
Something I'm not, but something I can be
Something I wait for
Something I'm made for

You Should See Me in a Crown

Tell me which one is worse
Living or dying first 
Sleeping inside a hearse

You should see me in a crown 
Your silence is my favorite sound 

All the Good Girls Go to Hell

Man is such a fool 
Why are we saving him? 
Poisoning themselves now 
Begging for our help, wow! 
Hills burn in California  
My turn to ignore ya 
Don't say I didn't warn ya 

Your Power

Try not to abuse your power 
I know we didn't choose to change 
You might not wanna lose your power 
But having it's so strange 

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So... Wha'daya' think about the lyrics feature? Hope you enjoyed that and those. Let us know if you want more AND we'd LOVE to include YOUR favorite lyrics. 

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• Backstage Pass— How to Increase Attendance at Your Live Shows by Matt Jacoby from UpToEleven

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This piece is so full... Crazy Full of great, proven ideas, we've split it into two parts. Here's Part One. Next week, Part Two.

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The energy of a live performance is unmatchable.

The pulsating beats, the roar of the crowd, and the connection between artists and fans make live shows an invaluable part of a musician's career.

However, drawing a substantial crowd to these performances can often be a challenge.

If you're a musician, band member, or DJ struggling with low attendance at your live shows, this article is for you.

We'll explore how to promote concerts better, plus some tips on what you may be doing wrong, so you can increase your live show attendance and keep existing fans coming back while attracting new fans in the process.

How to Promote Concerts Using Your Social Media
In the digital age, social media is a powerful tool for musicians and bands. It's not just about posting photos or updates; it's a platform to connect with your fanbase, promote your music, and most importantly, advertise your live shows.

Communicate with your audience: Respond to comments, host live Q&A sessions, or share behind-the-scenes content. These interactions make your fans feel valued and more likely to attend your shows.

Use the event promotion tools: Platforms like Facebook allow you to create event pages where you can provide all the necessary details about your live shows. Fans can RSVP, invite their friends, and you can post updates leading up to the event.

Collaborate with influencers: Connect with influencers who resonate with your music genre. Their shout-outs or presence at your live show can attract their followers. Influencers are a fresh take on the classic game of telephone, referral programs or multi-level marketing (without the shady pyramid). Win over those with an audience of their own and their testimonials can turn a lot of new eyes and ears toward your music and live shows.

Share varied content: Posters, behind-the-scenes videos, or countdowns to the event can create buzz and anticipation.

Ignore your vanity metrics: Follower counts, number of likes, total story/reel/short views. These metrics are "feel good" metrics that don't honestly mean a whole lot if you aren't able to convert social engagement into real fans, real listeners, and real show attendees.

I AM 100% CERTAIN THAT NONE OF THIS IS NEW TO YOU. 

We've all read or heard about the power of social media, but like all other tools, platforms, and other resources, you have to have a plan you are going to use, commit to a narrow focus of platforms, and work the plan and platforms consistently for a long time, roughly 12-24 months at a minimum. This is where those who succeed are separated from those who drop off and get stuck in the social media rat race.

Make this your first year of consistency and start seeing more people at your live shows!

Collaborate with Local Businesses to Promote Your Shows

Partnering with local businesses to promote your concerts can create a win-win situation— they get the promotion, and you draw their customers to your shows.

Some ideas for local business collaborations can include, but aren't limited to:

• hosting live shows at local cafes or shops
• having local fashion brands design your stage outfits
• partnering with local breweries for custom merchandise
• using locally-manufactured music gear and promoting it during your show
• having your employer or a relatable brand sponsor your band or live show

So what are some ways you could pull this together?

Approach local businesses: Present a clear proposal highlighting mutual benefits. Emphasize how your music aligns with their brand values or target audience. I would emphasize making sure that the proposal actually has more benefit for the business than your music or live show. That way it's more attractive and more likely to result in a win.

Joint promotions: Collaborate on special offers such as discounted tickets for the business's customers or exclusive merchandise. Giveaway coupons at restaurants, free drinks at bars, or get yourself a t-shirt cannon for those businesses with a fun culture or unique performance space.

Offer Exclusive Merchandise or Experiences for Show Attendees
Creating unique, tangible memories can be a powerful draw for fans. Exclusive merchandise or experiences not only add to your revenue but also make each attendee feel special.

To make it shine even more, consider using a pre-show guest list to personalize each exclusive merchandise piece or experience so each fan gets that extra dose of love and truly feels like you know and remember their name.

How to promote concerts with exclusive merchandise: Custom t-shirts, posters, or even vinyl records can serve as souvenirs from your live show. If you're on tour and have several predetermined show dates, consider merch that contains all the show dates so every tour date promotes all future dates.

How to promote concerts with unique experiences: Meet-and-greet sessions, backstage passes, photo booths, on-stage experiences, or the chance to request a song can deepen your connection with fans. Be creative here and think about what you might want your favorite artist or band to do if you were attending their show. Make it something they can share with friends and family for years to come!

How to Promote Concerts Using Email Marketing Love
I, along with every other music career expert in the market, am going to turn blue in the face with the number of times I repeat this: an email list is a direct line to your fans. It's a non-intrusive way to share updates, new releases, and of course, live show details. It's also a list of actual fans and people who want to hear from you regularly (versus social media's hit-or-miss strategy).

Build your email list: Offer incentives like free downloads, discounts, or early access to tickets in exchange for email addresses. The more social media followers you convert to your email list, the more control you'll have over the narrative and communication channels to those who are truly into your music.

Craft valuable and interesting emails: Use catchy subject lines, personalize the content, and make sure to include all necessary event details. A clear call-to-action is vital, such as "Buy Tickets, I Am Attending", or "RSVP".

Timing and frequency are key: Send reminders as the event approaches, but avoid spamming your subscribers. You may find your subscribers are ok with more emails if your messages, invites, and updates are relevant and interesting to them, but start small, test, and ramp up over time.

Grow a Dedicated Fanbase to Create a Regular Built-In Crowd
At the heart of any successful live show is a dedicated fanbase. These are fans who will attend multiple shows, spread the word, and amplify your music.

Engage with fans: Be it through social media or at live shows, value every interaction. Grab a drink with them before you hop up on stage. Visit them after the show and ask how they liked it. Take photos and videos with them so you and they can post their evenings and tag your band and the venue on social media.

Provide value: Beyond your music, offer value through engaging content, transparency, and appreciation for their support. This can be done via social media, your email list, your website, personal DMs, and more. Be creative and shower them with love and value!

Build a community: Encourage interactions among fans through forums or fan clubs. A sense of belonging can foster loyalty. Set up your own community via Patreon, Facebook Groups, or one of the many community platforms. This is an alternative way to have more control over the narrative and space in which your fans engage with you and each other.

How to Promote Concerts in Action: Case Studies and Examples
To illustrate these "how to promote concerts" strategies in action, let's explore some real-life examples.

Band Success: Imagine Dragons, the famous pop/rock band, began their journey playing in small venues. Their consistent engagement on social media and fan forums built a dedicated fanbase that led to sold-out shows when they rose to fame.

DJ's Social Media Win: Marshmello, a renowned DJ, leveraged YouTube to share his music and behind-the-scenes content. His unique persona and social media engagement led to packed venues worldwide.

Musician's Local Collaboration: Indie musician Tash Sultana started their career busking on streets and collaborating with local cafes for small gigs. These collaborations, paired with their engaging social media presence, attracted a loyal fanbase and led to sold-out world tours.

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Whew! Trust you're out of breath reading all the above. And, there's more. Next week, Part Two.

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• PS from PS— BirthDay Presents and New Music Lives™ is GIVING the Gifts

Wait! What? We're supposed to be GETTING gifts, not GIVING them. Yeah. Well.  We're like that. Different— in a good way. So...

We're giving New Music Lives Annual Partnerships to three of our deserving TrueFans. Yes, we're not open for business. Yet. But as soon as we are, these three TrueFans will each get a one year Partnership for no charge. That's at least a $300 value. (Our Founding Partnerships will go for $1 a day.) No strings. 

So what had us give these fine people such a gift? They're are TRUE TrueFans. How do we know? Because they've opened each and every issue of the AMP from the very first. And they are (Drum roll with Tom-Tom, Bass and Snare ): 

Tatum Quinn. Matt Jacoby. Mikalyn Hay. 

You can connect with each of them on Facebook. And... (see below.)

Meet Tatum Quinn. (Tap her name link to go to her website.) Tatum's the "Pop/rock princess & voice for underdogs. Berklee-trained, featured on Ubisoft's Just Dance. Montreal's 27-year-old Singer Songwriter opened for Kool & the Gang, Boy George & more. TQ aims to inspire & create belonging through her music." Be sure to sign up for her newsletter. AND tap the link to watch and listen to her music video, Sell Your Soul on YouTube.

You can learn about Matt Jacoby up above in partnership with the Eleven Music Career Center... AND be sure to read • Backstage Pass— How to Increase Attendance at Your Live Shows by Matt Jacoby in this issue. Tap to subscribe to UpToEleven's resource, Matt's Setlist Newsletter. It's a weekly digest of essential career-tuning tips and a treasure trove of free resources to take your music journey up, up and away. Available every Tuesday. 

Mikalyn Hayam is a young Singer Songwriter who loves music and expression through singing. It's who she is. Her primary focus— and it's been that way since she was little kid. Some of her influences are Bob Dylan, Leonard Cohen, Halsey, Carole King, Melanie Martinez, and Brandy Clark. Singing and Songwriting chose Mikalyn as much as she chose them. Either way, she's loving the journey and the people and TrueFans she's meeting along the way. Take a watch/listen to her latest video Petty Words on YouTube. 

So thanks Mikalyn, Tatum, and Matt for letting me Celebrate the AMP's first BirthDay in New Music Lives™ TrueFans style.

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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