the AMP Issue 69

"This is the book I never read
These are the words I never said
This is the path I'll never tread
These are the dreams I'll dream instead
This is the joy that's seldom spread
These are the tears...
The tears we shed
This is the fear
This is the dread

These are the contents of my head

And these are the years that we have spent
And this is what they represent
And this is how I feel
Do you know how I feel?"
— Annie Lennox

In This Issue... 16 pages [about 23ish minutes to read] You'll Get... 

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• RECOMMENDS— Songletter Music fanatics, constantly searching for exceptional music experiences. 

• the BIZ — "More music is being released today..." by Andy Price from MusicRadar

• the GREATEST SINGER SONGWRITERS of ALL TIME— Annie Lenox

• COACHING— Making Emotional Connections With Fans Is Your Job from Ariel Publicity and Cyber PR 

• PS from PS— Annie Lennox's Master Class

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Here’s the playlist

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• Recommends— Songletter Music fanatics, constantly searching for exceptional music experiences. 

"If you want to break out of a listening rut, Songletter is an excellent music discovery newsletter. By showcasing a wide variety of curated tracks, they are bound to broaden your musical horizons."
— Pete Droge, Love Songs Etc

Songletter is a Substack publication dedicated to exploring the art of Songwriting and the stories behind songs. Each edition delves into the creative processes of various artists, offering readers insights into the inspirations and techniques that shape their music.

The publication is curated by a team of music enthusiasts and industry professionals who are passionate about sharing the nuances of songwriting with a broader audience. Their collective expertise provides readers with a rich understanding of the craft, making Songletter a valuable resource for both aspiring and established Singer Songwriters.

For Singer Songwriters, Songletter serves as an educational tool, offering practical advice and inspiration to enhance their own songwriting skills. Music lovers will appreciate the in-depth analyses and behind-the-scenes stories that deepen their appreciation of their favorite songs and artists.

Songletter is a compelling read for anyone interested in the intricacies of Songwriting and the creative minds behind the music they love. 

What you can expect.

Musical Variety: We're all about great music, regardless of genre. We're on a constant quest for those exceptional tracks that make us hit replay.

Weekly Post: Look out for one or two songs every week— short, sweet, and save the ones you love to your playlist.

"Songletter has dropped so many new songs into my mental jukebox. The joy of discovery!"
—  Sherman Alexie

Subscribe for free. Tap the link: Songletter

Music fanatics, constantly searching for exceptional music experiences. They highlight their best finds with their subscribers on Tuesdays and Thursdays.

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• the BIZ— "More music is being released today..." 

by Andy Price from MusicRadar, published 14 November 2024

How the music production industry has taken note of the huge number of self-releasing artists

More and more people are publishing music directly— and the industry has re-calibrated

With the ease at which musicians can not only create and mix, but distribute and self-release their tracks, it's unsurprising that the quantity of music now being put out into the world is significantly higher than it was a few decades ago. But, when  compiling a recent deep-dive feature, we were quite surprised to discover just how big that margin has become

In our long-read investigation into the growth of subscription-based software platforms, our writer, Adam Douglas, spoke to music business economist Will Page, who is the former Chief Economist of Spotify and UK performing rights agency, PRS for Music. He's the one who told us...

"More music is being released today (in a single day) than was released in the calendar year of 1989."

As our writer, Adam indicated, that's rather an incredible concept to grasp. Page went on to say that "More of that music is being done by artists themselves, meaning there's even more demand for music production software."

The research process to compile our long-read also indicated that the numbers are only going to grow. In business analyst MIDiA's recent 'State of the music creator economy report', they found that the overall number of music creators was around 75.9 million— a 12 percent increase over the previous year.

But, that number is projected to swell to 198.2 million people by 2030. The reason for this growth is fueled in part by a rise in what it calls 'consumer-creators.' 

"Consumer-creators transformed photography (Instagram) and videography (TikTok); music will be next."

The report anticipates this expansion will be driven by what it calls 'casual music creators.'

"Not only will casual music creation become mainstream, it will trigger an unprecedented widening of the music creator economy funnel."

So, what does this actually mean for individual music-makers, who are becoming ever-smaller fragments of a ballooning galaxy of creators? Well for one thing, music-tool subscription models are unlikely to be supplanted any time soon. As detailed in our extensive feature, the recurring costs of subscription fees soon stack up.

Steve Heithecker of the Pyramid Institute had a particularly cynical take on what those offering music recurring subscription pricing models are motivated by; "Software companies have followed the lead set by Wall Street. Recurring revenue is very sexy right now. Everyone wants in on it. People often also forget they have the subs and then it's a bit like free money for these companies when they auto renew."

For more perspectives on this growth of music-makers, and how the economics of the music production industry have adjusted, read our deep dive into subscription-based platforms and why an alternative model might be better for everybody. 

"All subscription models are from Satan and there is a special place in hell for those people in charge that went for this business model." Are music software subscriptions really as bad as some people say? By Adam Douglas published 8 November 2024
Why has the plugin subscription model become so common? And is there an alternative on the horizon?

Tap this link to read that article on the MusicRadar website: Why has the plugin subscription model become so common? And is there an alternative on the horizon? 

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Andy Price... is the Music-Making Editor of MusicRadar, and he's keen to explore the stories that affect all music-makers— whether they're just starting or are at an advanced level. Andy writes and edits content around the wider world of music creation, as well as penning deep-dives into the essentials of production, genre and theory. As the former editor of Computer Music, he aims to bring the same knowledge and experience that underpinned that magazine to the editorials he writes, eager to engage with new and emerging writers to cover the topics that resonate with them. Andy's career has included editing MusicTech magazine and website, consulting on SEO/editorial practice and writing about music-making and listening for titles such as NME, Classic Pop, Audio Media International, Guitar .com and Uncut. When Andy's not writing about music, He's making it, releasing tracks under the name ALP.

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MusicRadar is a premier online resource for musicians, producers, and audio enthusiasts, offering the latest news, reviews, and tutorials on gear, music technology, and trends in the industry. With a mission to inspire and inform, MusicRadar  covers  everything from guitars and synthesizers to DAWs and studio monitors, catering to everyone from beginners to seasoned professionals.

Their engaging content includes expert insights, in-depth buyer's guides, and advice to help readers elevate their craft. For anyone passionate about music and sound,  MusicRadar is an invaluable destination to stay ahead in the ever-evolving world of music creation.

MusicRadar is the world's number 1 website for music makers of all kinds, be they guitarists, drummers, keyboard players, DJs or producers. Launched in 2007, we've gone from strength to strength by offering you the very be=m or hit up the relevant person below.

Want all the hottest music and gear news, reviews, deals, features and more, direct to your inbox? Tap the link to get the MusicRadar Newsletter

in partnership with the Jim Parker Songwriter Series 

• the Greatest Singer Songwriters of All Time— Annie Lennox

"Annie Lennox is more than a singer; she's a true visionary in music, a fearless artist who defies every convention and leaves an unmistakable mark on every soul she touches."
— David Bowie

Annie Lennox: An Icon of Sound, Soul, and Substance

Annie Lennox's journey from a young musician in Aberdeen, Scotland, to one of the most revered Singer Songwriters of all time is a story of passion, resilience, and unyielding creativity. Her voice— a contralto rich with vocal depth and rich emotion— is instantly recognizable, as are the songs that have shaped entire generations. But beyond her voice, it is her artistry, her fearlessness, and her unshakable sense of purpose that have set her apart.

A Groundbreaking Career with Eurythmics and Beyond
Lennox's rise to fame began with Eurythmics, the new wave powerhouse she formed in 1980 with Dave Stewart. Their breakout hit, Sweet Dreams (Are Made of This), became a cultural anthem and established Lennox not just as a singer, but as a powerful force on stage. Her androgynous style, bold performances, and genre-defying music videos broke norms and challenged expectations. Hits like Here Comes the Rain Again and There Must Be an Angel (Playing with My Heart) cemented Eurythmics as pioneers, blending pop, synth, rock, and soul into a sound that was uniquely theirs.

"She's one of those rare artists who can sing anything and make it extraordinary. Her voice is a gift to music."
— Adele

Transitioning to a solo career in 1992 with her album Diva, Lennox soared to new heights. The album spawned unforgettable hits like Why and Walking on Broken Glass and received critical acclaim for its introspective themes and Lennox's masterful vocal delivery. Diva achieved multi-platinum status and solidified her as a solo artist capable of reinventing herself without compromising her artistic integrity. Her follow-up album, Medusa, was equally successful, with Grammy-winning interpretations of classics such as No More I Love You's.

"Annie Lennox doesn't just perform— she transcends. She's a one-of-a-kind talent who brings soul and truth to every note."
— Bono

"Her presence on stage is unmatched. Annie can fill a room with nothing but her voice and her soul. That's real power."
— Mick Jagger

An Artist and Advocate
Lennox's influence extends far beyond her music. She has been an outspoken advocate for social justice, focusing especially on women's rights and HIV/AIDS awareness. In 2007, she launched the SING campaign, dedicated to raising awareness and funds for HIV/AIDS, particularly in Africa. Through her work with The Circle, an organization she founded in 2008, Lennox has mobilized women globally to address issues of poverty, gender inequality, and violence. Her humanitarian work has earned her numerous accolades, including an OBE (Officer of the Order of the British Empire) for her contributions to charity.

A Lasting Legacy
Lennox has collected numerous awards throughout her career, including eight Brit Awards, four Grammy Awards, and an Academy Award for Into the West, a haunting ballad for The Lord of the Rings: The Return of the King. Her accolades only begin to tell the story of her impact. As an artist, she has paved the way for women in music by staying true to herself and setting her own terms. Her music continues to influence countless artists and remains a staple in the playlists of fans worldwide.

"Annie Lennox is a rare artist who truly lives in her music. Her honesty and soul have inspired countless musicians, including me."
— Florence Welch

An Artist of Unparalleled Influence
Beyond her accolades, Lennox's legacy is defined by her impact on both music and culture. Known for her unmatched blend of vulnerability and strength, her performances are powerful yet raw, showcasing a complexity that has inspired generations. Her ability to merge musical genres, challenge societal norms, and express authentic emotion has made her a timeless figure in popular music.

"She's a true original, a one-woman revolution in music. Annie's songs go straight to the heart and stay there." 
— Tori Amos

Annie Lennox remains a testament to the power of authenticity in art. She has not only given the world a collection of timeless music but has redefined what it means to be a true artist. She is as relevant today as she was at the peak of her fame, continuing to inspire and shape the future of music. With her voice, her heart, and her unrelenting courage, Annie Lennox stands as one of the greatest Singer Songwriters of all time— a true original who has touched the world in ways few others have.

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COACHING— Making Emotional Connections With Fans Is Your Job from Ariel Publicity and Cyber PR 
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This piece has been edited down and condensed from 1600 to 1000 words to fit the AMP. We've maintained all the key points as best we can, and... the original is worth the read. If you're inclined, it's a good thing to do. Tap the link: Emotional Connections

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A major challenge many artists face today is building a genuine fanbase, because they overlook a critical element: making emotional connections. Too often, artists focus on streaming numbers or PR and hope to fast-track success, but here's the truth...

You don't have a sustainable music career without real fans. 

And by "real fans," I mean people who feel a genuine connection to you and your music, not just high Spotify play counts or thousands of Instagram followers. [What we at New Music Lives™ call TrueFans— and... we've amended this article by inserting TrueFans where appropriate.]

Start with the people who already support you. 

Many artists feel discouraged when their main supporters are friends and family, but this group is your foundation. Building a loyal fanbase starts with the people who already care about you. These are the same people who can bring others into the fold and help expand your audience.

To grow beyond this core group, you need a strategy that engages fans and guides new listeners. This isn't about having the sophistication of a major label's marketing plan, but you can still take key lessons from them. Major labels recognize the value of understanding fan behavior and engagement patterns. If you're DIY, adopt this approach by observing your audience's habits and interests.

"Authentic fan connections come from authentic engagement, not numbers on a screen."

Fans are not one-size-fits-all
Not all fans are created equal. Some may be casual followers, while others are dedicated TrueFans who go out of their way to share your music and show up to your live events. Most fans will fall somewhere between these two extremes, but even a small number of TrueFans can make a big impact on your career. These are the fans who engage deeply— they attend your livestreams, they tip, they buy merch, and they're the first to spread the word about your work.

TrueFans are your most valuable asset, so nurturing their loyalty is essential for both short- and long-term success. Invest time in creating an emotional connection with them, and the returns will follow. A fan who feels a strong connection will keep supporting you, bringing both financial and community benefits.

"TrueFans aren't just fans— they're your champions. Make them a Priority!" 

Five Strategies to Build Emotional Connections 

1. Plan Your Fan's Journey|
Every fan goes through a journey that begins with discovering your music and progresses to a deeper relationship with you as an artist. It might start on Spotify, YouTube, or another platform. Your role is to make this journey as smooth and compelling as possible. For example, if a new listener finds you on a playlist, they may click on your artist profile. Make sure your bio, photos, and links are all complete and engaging.

The fan journey often leads to social media. Instagram is a common next stop, so use that one bio link to guide fans to the next step in their journey, whether it's a website, merch page, or email sign-up.

2. Build and Use Your Email List
If you don't have an email list, Start. One. Today! Many artists avoid email marketing because they dislike receiving emails from other artists, but remember that you're not your audience. Fans who sign up for your emails genuinely want updates about your music, shows, and releases. 

Email marketing is a powerful tool— more effective than social media when it comes to driving purchases.

According to research by OptinMonster, 60% of consumers have made a purchase as a result of email marketing. Compare that with only 12.5% who are influenced by buy buttons on social media. Start building and consistently using your email list to share news, special offers, and exclusive content.

3. Take Fans Behind the Scenes
Behind-the-Scenes (BTS) content is a powerful way to deepen emotional connections with fans. Use Instagram Stories, Facebook Live, or YouTube to show real, unpolished moments: working in the studio, preparing for a show, or just everyday moments on the road. BTS content makes fans feel like part of your journey, not just observers.

Fans value authenticity, and BTS content provides a window into your process. It's an opportunity to increase engagement and build loyalty. By letting fans in on the creative process, they feel more invested in your work.

"Let fans experience your journey with you. BTS content brings them closer." 

4. Share Your Passions Beyond Music
While your music is the main draw, sharing personal passions creates a stronger bond. Choose a few passions or interests— like charity, nature, sports, or cooking— and let fans see those sides of you. For example, if you're passionate about animal rescue, post about it. This makes you relatable and lets fans connect with you on a personal level, which strengthens their loyalty.

When we work with artists, we aim to define four to five themes that resonate beyond music. Niche marketing is about specific interests, and fans with shared passions are more likely to engage deeply. Define your themes, and you'll attract people who feel connected to you on multiple levels.

5. Give Your Fans a Name
Creating a “tribe” around your fanbase is one of the strongest emotional connections you can foster. Naming your fanbase gives them a sense of identity and community. From the Beatles' Beatlemaniacs to Lady Gaga's Little Monsters, and of course Swifties, fan names foster a feeling of belonging.

When fans identify with a community, they're more likely to stay loyal. Fans within these tribes support new releases, attend events, and are the first to spread the word about your music. Think about a name that reflects your style and values, and invite fans to join the tribe.

Know Your Brand and Your Audience 
To build emotional connections, you need a clear understanding of who your fans are and what your brand represents. This self-knowledge is crucial for defining your messaging and fostering deeper engagement. If you're not sure where to start, consider our AI Music Marketing Course, where we use AI tools to help define your brand, identify your audience, and create a tailored marketing strategy.

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About Ariel Hyatt, Founder
For her entire adult life Ariel has been a cheerleader for independent artists. She adores the challenges that today's music business presents and she leads her team to help clients come out ahead. She is known throughout the industry for her books, and dedication to education and she loves teaching artists which she has done in 12 countries for over 100,000 creatives helping them take control of their marketing. She's the author of 6 books on marketing, crowdfunding, social media, and publicity for artists. And... She enjoys her toddler, her cat, cooking, and discovering esoteric music blogs.

About Ariel Publicity and Cyber PR 
An artist development and marketing strategy firm serving musicians and music-related brands. They create long-term marketing plans called Total Tuneups, coach artists through the new music business and handle social media posting and growth strategy. 

Join over 20,000 musicians and industry pros. Subscribe for solid advice, tips on navigating the music business and a free music marketing tool kit. Tap the link and sign up for their newsletter. CyberMusic Blog.

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PS from PS— Annie Lennox's Master Class

When Will Page, Spotify's former Chief Economist, tells us that more music is being released in a single day than in all of 1989, I find myself thinking about the artist that we featured in this issue, who emerged from that very era: Annie Lennox. In 1989, as she was preparing to transition from Eurythmics to her solo career, the music industry was a different universe. Today, we're looking at a projected 198.2 million music creators by 2030, a number that would have seemed impossible in Lennox's heyday.

But here's where things get interesting: 

This explosive growth in "consumer-creators" isn't just changing the volume of music being released— it's fundamentally shifting how we need to think about fan relationships. 

As our industry recalibrates to this new reality, there's a profound lesson in how Lennox built her career that speaks directly to today's challenges.

Despite the current focus on subscription models and streaming numbers (or what Steve Heithecker cynically calls "sexy recurring revenue"), the core truth remains unchanged: sustainable careers are built on what we're now calling TrueFans— those deeply connected supporters who, as Lennox proved throughout her career, will follow an artist through every evolution and innovation.

Looking at our five key strategies for building emotional connections, Lennox's career reads like a masterclass:

1. Fan Journey Planning: Long before digital marketing, she created clear pathways for fans to deepen their engagement, from casual listeners to devoted followers.

2. Direct Communication: While we now emphasize email lists (with their impressive 60% purchase conversion rate), Lennox understood the power of direct connection through every available medium of her era.

3. Behind-the-Scenes Access: Her transformation from Eurythmics to solo artist wasn't just a career move— it was a journey she shared with her audience, letting them witness her evolution.

4. Sharing Broader Passions: Her HIV/AIDS activism and humanitarian work didn't dilute her musical message; they strengthened her authentic connection with fans.

5. Community Building: While today we focus on naming fandoms, Lennox created something more profound— a community united by shared values and artistic vision.

As we navigate this new landscape where, as MIDiA reports, casual music creation is becoming mainstream, the challenge isn't just standing out among millions— it's maintaining authenticity while doing so. Yes, the subscription-based tools of music production are stacking up, and yes, the sheer volume of new music can feel overwhelming. But remember: when Lennox stepped away from one of the most successful duos of the 1980s to forge her solo path, she wasn't following trends or metrics. She was following her artistic truth.

For today's independent artists, the parallel is clear: while the tools of creation and distribution become increasingly accessible, the real differentiator remains the same— the ability to forge genuine connections. 

Whether you're building your email list, sharing behind-the-scenes content, or defining your broader artistic narrative, focus on creating those moments of genuine connection that turn casual listeners into TrueFans.

In a world where a day's worth of music releases exceeds an entire year's output from the past, success isn't about competing with those numbers. It's about creating value that transcends them. As Annie Lennox showed us, and as today's data confirms, when you build real connections with real (True) Fans, you build a sustainable future— regardless of how many creators enter the space.

Keep creating, keep connecting, and most importantly, keep it real.

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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