the AMP Issue 86

"To be a Songwriter Singer means the songs come from deep within, and you treat them as an artist, with that much respect. I couldn't hardly cheat myself."
— Roy Orbison

In This Issue...  14 pages (about 21ish minutes to read) You'll Get... 

• Recommends— the AMP Itself!

• the BIZ— Recorded Music Market 2024 from MIDiA Research

• the Greatest Singer Songwriters— Roy Orbison

• Feature Article— Why So Many Talented Singer Songwriters Struggle. 

• Notable Quotables— 7 Quotes on Music to Inform, Involve and Inspire

• PS from PS— Because You Deserve It

Here’s the playlist

• Recommends— the AMP Itself!

Every issue of AMP begins with a recommendation— this time, we're turning the spotlight inward, recommending the AMP itself. Why? Because we wholeheartedly believe there's no better resource out there for Singer Songwriters— at every stage of your career, from beginner to seasoned pro.

The AMP is your go-to source for articles that don't just Inform, but genuinely Involve and Inspire. Whether you're looking for practical "How To" insights, thoughtful explorations of "Why To" perspectives, or insider connections revealing "Who To" follow and learn from and be yourself, the AMP delivers content created and curated specifically to advance your journey as both an artist and an entrepreneur (and today, they are one and the same).

We respect that your art is your business. And while we can't do the work for you (though we would if we could!), we're deeply committed to doing it with you. We provide the resources, ideas, and support that help you transform from artist to Artist-Entrepreneur.

If you're serious about your Singer Songwriting career, about understanding the business behind your music, and about thriving creatively and commercially— without selling your soul— then the AMP is the publication you've been waiting for.

We hate to sound self-serving (really, we do!), but we wholeheartedly believe the AMP is essential. Not because we say so, but because hundreds of singer-songwriters just like you have already discovered how it helps them every single day.

Join us. Dive in. Get inspired. Because we believe in your music— and in you.

It's your time.

As always, no one can do it for you. But here at the AMP, we are committed to doing it with you. Because your music deserves nothing less.

IMPORTANT PS. In the upper left of every issue of the AMP email are the words Read Online. Tap it. You'll go to the AMP online. On the upper left of that page is the NML logo with the words the AMP. Tap it and you've got access to all 86 past issues and all 75 issues of the AMP Posted. It's a gold mine. Dig and strike it rich!

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• the BIZ— Recorded Music Market 2024: $36.2 billion, up 6.5%
by Mark Mulligan MIDiA Research

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MIDiA has just released its annual recorded music market shares report. Clients can access the full report. For the rest of us, here are some highlights from the report.

Global recorded music growth has oscillated through the 2020s and 2024 continued that pattern, up 6.5% to $36.2 billion after 9.4% growth in 2023 (excluding expanded rights, the total was $32.1 billion). 

Given that the first half of the 2020s was characterized by global upheaval and uncertainty, shaped by factors such as the pandemic and rising inflation and interest rates, 6.5% growth was no small achievement. But global disruption is not going away— 2025 has thus far picked up the baton and sprinted with it. The music business is going to have to get used to operating in challenging global circumstances, even before considering a growing catalogue of disruptive industry specific trends such as bifurcation, the rise of the Global South, and a fast-maturing streaming market.

Streaming still dominates revenues, but its impact is lessening. 

For the first time ever, its share of total revenues declined slightly in 2024, down from 61.5% to 61.3%, with streaming growing slightly slower than the total market to reach $22.2 billion. 

Streaming is no longer the market maker. Its contribution to total market growth was down by more than a fifth compared to 2022. The streaming revenue slowdown has been on the horizon for many years and— despite price increases— it has now arrived, at least in the West. Not all Western markets slowed to the same degree but some grew below the rate of inflation despite price increases being above the rate of inflation. Super premium cannot come soon enough.

On top of this, physical was down -4.8%, carrying on its very own 2020s yo-yo growth pattern (up, down, up, down). So where did all the growth come from? 'Other' — i.e. performance, sync, and expanded rights. Expanded rights (merch, etc.) were up to $4.1 billion, reflecting the recorded music businesses success in monetizing fandom. 'Other' as a whole was up 17.3%, while Sony Music pulled up a forest of trees, seeing its 'other' revenue up by 38.6% in 2024.

In fact, Sony Music had a good year all round. UMG remained comfortably the world's largest label with revenues of $10.5 billion but for the second successive year, Sony Music Group (SMG) was the fastest growing major label, increasing revenues by 10.2% to grow market share 700 basis points to 21.7%. SMG was the fastest growing major label in the first half of the decade, growing by a total of 73.9% between 2020 and 2024. The only other market constituent to grow share was non-major labels, up to 29.7% market share. Meanwhile, Artists Direct (self-releasing artists) felt the pinch of new royalty structures, with revenues slower than the market to reach $2.0 billion. This is despite the fact that the number of self-releasing artists grew by 17.2%, with Chinese streaming services Tencent and NetEase seeing particularly strong growth. Streaming revenue is no longer an effective measure of the impact of the long tail.

One of the most important market trends, however, is the growing gap between DSPs and labels and distributors. Streaming services are both growing revenue faster than rightsholders and are widening the growth gap. 

DSPs grew revenue three times faster than labels in 2024 and the rate of growth was up three years running. Despite working within tightly set rightsholder constraints, DSPs are learning how to improve margin through a diverse mix of tactics including content mix (e.g., podcasts, audiobooks), acquiring cheaper music (e.g., production libraries, exclusive commissions, generative AI), licensing discounts (e.g., audiobook bundles) and charging labels for access to audiences (e.g., Spotify Discovery Mode).

All in all, it was a solid year for the recorded music market, but with warning signs: labels are not keeping pace with DSP growth, and despite keeping the long tail of Artists Direct quiet with new licensing structures, more artists than ever are choosing to release without labels. 

Eventually they (and smaller indie labels) will take heed of the 'you are not welcome here' sign on streaming's door and build their audiences elsewhere. This will be a short-term win for bigger labels, but long-term risk, with this new lane being where much of tomorrow's culture will be made. In case you forgot, Bifurcation is coming.

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About Mark Mulligan and MIDiA Research

Mark Mulligan is a leading industry analyst, trusted advisor, and the founder of MIDiA Research, recognized globally for his expertise in the rapidly evolving landscape of media and technology. With over two decades of deep insight into music, streaming, and digital media trends, Mark's thought leadership continues to shape how industry professionals understand and respond to market shifts. MIDiA Research, under his guidance, delivers cutting-edge insights and strategic analysis that empower clients to make informed decisions in an ever-changing digital world.

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• The Greatest Singer Songwriters— Roy Orbison 

The Architect of Emotion in Songwriting

"Roy Orbison was the voice of an angel with the soul of a poet. His songs were more than music— they were cinematic, heart-wrenching, and deeply human." 
— Bruce Springsteen

Few artists in the history of music have possessed the unique combination of vocal mastery, songwriting genius, and emotional depth that Roy Orbison brought to the world. A pioneer of rock and roll, a master of ballads, and an innovator in song structure and production, Orbison' s influence stretches far beyond his own era, leaving a lasting impact on generations of singer-songwriters.

A Voice Like No Other

"Roy Orbison had the greatest voice of all time. He never had to warm up, he could hit any note at any time." 
— Elvis Presley 

Roy Orbison's voice was a marvel— operatic, soaring, and capable of expressing an unmatched depth of emotion. His vocal range, often spanning multiple octaves, allowed him to convey heartbreak and longing with unparalleled intensity. He rejected the typical rock-and-roll bravado, instead embracing vulnerability in his music, which resonated with millions.

Orbison's recordings were distinguished by their sophisticated structures. Unlike the conventional verse-chorus formula, his songs often built into climactic crescendos, evoking an emotional journey. This unique approach can be heard in Crying, It's Over, and In Dreams— songs that don't just tell a story but immerse the listener in a cinematic experience.

"He was a genius of melody and storytelling, someone who painted with his voice." 
— Jeff Lynne

The Hits That Defined an Era
Roy Orbison's career was defined by timeless classics that still endure today. His breakthrough hit, Only the Lonely (1960), set the tone for his signature style— melancholic, dramatic, and deeply moving. Running Scared (1961) built tension in an unprecedented way, leading to a breathtaking climax. Crying (1961) and In Dreams (1963) further cemented his status as one of the most unique and innovative voices in music.

"There's a depth to his songs that nobody else could touch. He sang about pain in a way that felt real." |
— Tom Petty

Then came Oh, Pretty Woman (1964), his biggest commercial success and one of the most instantly recognizable songs in rock history. With its pulsating beat and unforgettable guitar riff, the song topped the charts worldwide, selling millions of copies.

A Trailblazer in Music Production
Orbison's music wasn't just about his voice and lyrics; it was also about atmosphere. Working closely with producer Fred Foster, he employed lush orchestration and layered arrangements that gave his recordings a cinematic quality. Unlike many of his contemporaries, he didn't rely on the typical rock band setup but incorporated orchestras, string sections, and unconventional song structures.

Struggles and Triumphs
Behind the success, Orbison faced significant personal hardships. His first wife, Claudette, tragically died in a motorcycle accident in 1966. Just two years later, a house fire claimed the lives of his two young sons. These tragedies deeply affected him, and his career waned in the late '60s and early '70s.

"His music, like all great art, has a timeless quality. You hear ‘Crying' or ‘Only the Lonely' today, and it still stops you in your tracks." 
— Bono 

However, Orbison's talent and legacy refused to fade. A resurgence in the 1980s, fueled by admiration from younger musicians, brought him back into the spotlight. His participation in the supergroup The Traveling Wilburys, alongside Bob Dylan, George Harrison, Tom Petty, and Jeff Lynne, introduced his music to a new generation. His 1989 album Mystery Girl, released posthumously, featured You Got It, a song that became a final testament to his timeless appeal.

Influence and Legacy
Roy Orbison's influence can be found in the work of countless artists. His willingness to embrace vulnerability paved the way for Songwriters like Chris Isaak, k.d. lang, and Bono. Bruce Springsteen often cited Orbison as one of his greatest influences, particularly in crafting cinematic, emotionally-driven songs.

"Every time I hear ‘In Dreams,' it's like listening to a dream unfold. It's magical." 
— David Lynch

His impact was recognized with numerous accolades, including induction into the Rock & Roll Hall of Fame (1987) and a Grammy Lifetime Achievement Award. To this day, his songs continue to be covered, celebrated, and revered.

The Lasting Echo of Orbison's Songwriting
Roy Orbison was more than a singer; he was a storyteller, a composer of emotions, and a true artist who redefined what Songwriting could be. His music endures because it speaks to the universal experiences of love, loss, and longing.

"Roy Orbison was the true voice of heartache, and he made sadness sound beautiful." 
— k.d. lang 

Roy Orbison remains a towering figure in music history, his voice an eternal echo of human emotion. His legacy lives on, in every heartbreak song, in every soaring note, and in the countless Songwriters who still look to him for inspiration.

in partnership with MIDiA Research

• Feature Article— Why So Many Talented Singer Songwriters Struggle. 
and What It Takes to Build TrueFans (Part 1: The Challenge)

You've got talent. You've put in the hours. You've played gigs, released music, even  built a small following. But deep down, there's an unsettling question: Why isn't my music connecting more deeply, more widely?

Here's the truth:

In today's music world, talent alone— even great talent— isn't enough. 

The barrier isn't technology or access; those have never been easier. The real challenge is something deeper and more subtle:

Standing out and consistently connecting emotionally with a dedicated audience.

Why Standing Out Is So Hard... and So Vital
Every day, more than 100,000 new songs are uploaded to Spotify alone. Social media feeds scroll endlessly with artists promoting their latest release. Your potential audience is overwhelmed, distracted, and, frankly, skeptical. Shaded and jaded. They've heard it all— or at least they think they have.

Standing out isn't about gimmicks or virality— it's about clarity of your voice and genuine emotional resonance. It means being unmistakably you. It means daring to reveal your unique perspective, your raw vulnerability, your personal story. It's what makes you unforgettable, not just another pleasant sound lost in a sea of sameness.

The artists who succeed— the ones who build lifelong careers— are those whose songs do more than entertain. 

Their music touches listeners on a deeply emotional level, creating connections that last.

Why Emotional Connection Matters... and Why It's Hard
Think of your favorite songs— the ones that influenced maybe even changed your life. You probably remember exactly where you were when you first heard them. They stirred something within you. Spoke directly to your dreams. Fears. Joys. Heartbreaks. That kind of emotional resonance doesn't happen by accident. It comes from authenticity, vulnerability, and courage.

The challenge? Authenticity demands vulnerability. It demands risk. You have to be willing to go deeper, sharing your truth even when it's uncomfortable, uncertain, or painful. Not every Singer Songwriter can— or will— do that. But if you don't, your music may remain just one more pleasant piece of noise in the crowd.

TrueFans: The Lifeline of Your Music Career
The term "TrueFans" refers to people who don't just listen to your music— they feel it. Believe in it. Champion it. They share your songs, attend your shows, and genuinely care about your story. Kevin Kelly famously wrote that an artist only needs "1,000 True Fans" to thrive. These aren't casual listeners; they're devoted. Emotionally invested. Your supporters.

How do you get TrueFans?
It starts by consistently giving them something worth believing in— your music that reflects authentic their human experiences. Connection. They're drawn to sincerity and depth. They want stories, real emotions, and a sense of personal connection. To cultivate TrueFans, you must not only be genuine in your songs but also accessible and engaged in your interactions. 

You've got to own your audience— and they've got to own you.

The Challenge of Consistency
Consistency is essential and... exhausting. Can be. Audiences crave regularity: not just in releasing music, but in your interactions— your posts, your emails, your conversations. Maintaining this level of consistent emotional engagement is incredibly challenging, especially when you're juggling creativity, life, and business.

Yet consistency is non-negotiable. It's what turns casual listeners into TrueFans who can sustain your career financially and emotionally.

Stay Tuned for Part 2: The Solution
Now we've painted a clear picture of the challenges Singer Songwriters face. In Part 2, we'll explore practical, powerful solutions— strategies to authentically stand out, emotionally engage listeners, and nurture TrueFans who propel your music into lasting success.

So next Issue: How to Break Through the Noise and Build TrueFans for Life.

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• Notable Quotables— 7 Quotes on Music to Inform, Involve and Inspire

No society on Earth is devoid of music. From the flutes and rattles of isolated  Amazonian tribes to the mass gatherings of modern festivals like Lollapalooza, music is found everywhere that humans themselves are found. The origin of music, however, will forever remain a mystery, as it occurred long before recorded history.

The first musical instrument was almost certainly the human voice itself, whether humming or whistling or making some other musical sound. As Oliver Sacks notes below, "music occupies more areas of our brain than language does— humans are a musical species."

People ask me how I make music. I tell them I just step into it. It’s like stepping into a river and joining the flow. Every moment in the river has its song.
— Michael Jackson

The best music is essentially there to provide you something to face the world with.
— Bruce Springsteen

Music can change the world because it can change people.
— Bono

Music can move us to the heights or depths of emotion. It can persuade us to buy something, or remind us of our first date. It can lift us out of depression when nothing else can. It can get us dancing to its beat. But the power of music goes much, much further. Indeed, music occupies more areas of our brain than language does — humans are a musical species.
— Oliver Sacks

I think music in itself is healing. It’s an explosive expression of humanity. It’s something we are all touched by. No matter what culture you’re from, everyone loves music.
— Billy Joel

Music has healing power. It has the ability to take people out of themselves for a few hours.
— Elton John

So I say thank you for the music, the songs I'm singing. Thanks for all the joy they're bringing. Who can live without it, I ask in all honesty. What would life be? Without a song or a dance, what are we? So I say thank you for the music, for giving it to me.
— ABBA

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• PS from PS— Because You Deserve It

It's her eyes I remember most: Tired. Sad. Yet still luminous (bluer than robin's eggs). She packed up her guitar. The café she's been playing to for 45 minutes was still full of people. People who still weren't listening. Her voice had been extra-ordinary. Her lyrics— song poetry. And there she stood. Counting her meager tips. The espresso machine 's music getting as much attention as her's did. 

That past moment is still present tense for me. Not just her story. The story of thousands of gifted Singer Songwriters whose voices deserve to be heard. With music that matters. Telling truths that matter more. Thousands. Falling short. Because the business has fallen way short for them.

That night planted a seed that would eventually become my answer to a broken system that treats extraordinary talent as background noise. I couldn't and can't reconcile myself to a world where songs that could change lives were and are drowned out by espresso machines, big screen basketball games and iPhone keypads.

When Sarah called me, her voice tight. Frustration. "My songs are better than they've ever been, but nobody's hearing them" The familiar pain of art and an artist that goes unnoticed. The answer wasn't in her Songwriting. It was in how she shared her art with the world. So, together, we set about reimagining her approach. Designing intimate performances. Places and spaces where her storytelling could breathe.

Six months later...

She wasn't playing to bigger audiences. She was playing to the right audiences. People who leaned in. People who listened. Her income doubled. Yay! But more importantly, her songs were finally being heard in the way they deserved. Yay! times Yay!

Sarah's transformation revealed a truth that would become the foundation of New Music Lives™: the business of music deserves the same creative focus and fire that artists bring to their songs. 

This isn't "selling out.” It's honoring your art enough to ensure it reaches all the hearts and minds waiting to receive it.

This is why I created the AMP newsletter— a digital space where Singer Songwriters can discover how to balance their artistic truth with the practical wisdom needed to build sustainable careers. It's about upgrading artists into artist-entrepreneurs. Music marketers. It's about helping you extend your creativity beyond your lyrics into every aspect of how you share your gifts with the world.

Through our fledgling community— soon to fly— we will guide artists to discover the unique pathways that connect their music to their TrueFans. We will help you transform living rooms and back yards and street corners into sacred spaces where every word matters. We will show you how to build communities around your music that sustain both your art and your life. 

I've watched musicians transform mundane mailing lists into caring conversations with fans. I've seen Songwriters turn merch tables into meeting places. Relationship-based revenue venues. Not strategies pulled from business textbooks. Connections that grew from the same creative soul-soil that writes heart-stopping hooks and bridges.

Your songs are too important to go unheard. Your talent matters immensely, but in today's world, it needs a savvy partner— a thoughtful approach to sharing your gifts that comes from the same wellspring of creativity as your music.

This is the heart of New Music Lives™ and the AMP newsletter: helping you build bridges between your extraordinary talent and the listeners whose lives your music could (and should) transform. We believe in a world where songs that matter find the ears that need them. Want them. Not through algorithms or industry gatekeepers, but through genuine connections built with the same care you put into crafting your best  chorus.

Your music must be heard. Because you deserve it. 

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...