the AMP Issue 73

"What influenced me was Tori Amos, who was unapologetic about expressing anger through music, and Sinead O'Connor. Those two in particular were really moving for me, and very inspiring, before I wrote Jagged Little Pill."
— Alanis Morissette

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

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• RECOMMENDS— Scarlet Keys Great TEDx Talk: "Why Do You Love Your Favorite Songs?"

• the BIZ 1— Music's Biggest Problems... And the highest leverage opportunities in music from Rob Abelow of Where Music's Going 

• the GREATEST SINGER SONGWRITERS of ALL TIME— Alanis Morissette

• the BIZ 2— 7 Holiday Music Tips For Indie Musicians by Ariel Hyatt of CyberPR Music

• PS from PS— R U Ready to Test a Revolutionary Income Tool?

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Here's the playlist

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• Recommends— Scarlet Keys Great TEDx Talk: "Why Do You Love Your Favorite Songs?"

Songs are more than just melodies and lyrics— they're the soundtrack of our lives. They hold the power to shape our emotions, transform moments into memories, and leave an indelible mark on our hearts. Have you ever wondered why and how they affect us so deeply?

Scarlet Keys, Songwriter and music educator, takes us on a fascinating journey in her TEDx Talk, "Why Do You Love Your Favorite Songs?". Seated at a piano, she deconstructs the subtle tools that musicians use to craft melodies that resonate. Through tone, repetition, harmony, and more, she reveals how even the smallest melodic choices can completely alter the emotional impact and meaning of a song.

As a Singer Songwriter, you'll find her insights incredibly illuminating— and inspiring. Scarlet Keys offers practical examples that shed light on the art and science of Songwriting. Her ability to dissect a melody's emotional impact will make you think differently about your own creative process.

What makes this talk unmissable is not just the lessons in music theory, but the reminder of why you do what you do as Songwriters. It's a call to explore the emotional depths of your craft. To push boundaries. To find new ways to connect with your listeners.

So, take 15 minutes out of your day and watch Scarlet Keys' talk. Let her remind you of the magic in melody— and why it's worth every ounce of effort to make your songs unforgettable.

Watch the TEDx Talk. Tap here: Why Do You Love Your Favorite Songs?

• the BIZ— Music's Biggest Problems... And the highest leverage opportunities in music from Rob Abelow of Where Music's Going 

Problems are opportunities and the music industry has plenty.

So, I asked 35,000+ people “what's the biggest problem to solve in music?”

Here are the 39 most common answers (and how I view it):

1.  Music has been devalued

2.  Streaming/Spotify

3.  Artists don't know who their fans are

4.  Over saturation of music—too much noise

5.  Lack of real artist development & investment

6.  The industry prioritizes numbers over artistry

7.  Everyone chasing virality instead of real growth

8.  AI training on copyrighted material w/o permission

9.  Payment rails for AI-generated derivative works

10.  The music royalty blackbox

11.  Stan culture & its toxicity

12.  Platform dependence

13.  Death of traditional A&R

14.  The rising cost of touring

15.  Nothing works

16.  Pay structures that don't reward artists equitably

17.  Shrinking revenue support for middle-class artists

18.  No standardized metadata creating a global data mess

19.  Decline in music quality, songwriting & production craft

20.  Too much gatekeeping

21.  Too few gatekeepers (& not enough gates)

22.  Algorithms discouraging exploration

23.  Algorithms dictating success

24.  No human curation

25.  Too many middlemen

26.  Too many platforms to navigate

27.  Constant need for self-promotion

28.  Lack of knowledge resources for artists

29.  A misunderstanding of how to build real businesses

30.  Misaligned incentives between artists, platforms, labels, and fans

31.  Grassroots music venues closing, reducing opportunities for emerging talent

32.  Over-complexity & opacity block new entrants from creating or innovating

33.  Lack of emphasis on storytelling, community, and connection

34.  Lack of new models that meaningfully monetize fandom

35.  Mental health challenges for artists and teams

36.  No incentives for fans to go deeper

37.  New artist discovery is broken

38.  Erosion of music education

39.  Streaming fraud

Some great ones here. Others I reject.

But here's the thing: Every problem is an opportunity.

That's what's beautiful. We're never done. There will always be things to make better.

The music industry was left for dead 20 years ago & along came streaming to bring it back to new heights. Now that the internet & more have caused a new set of problems we now have the OPPORTUNITY to improve upon.

Each era brings a new set of challenges that feel impossible to solve— until someone does.

Almost every day I talk to a founder tackling these challenges, or an artist creating in new ways, or someone in the industry rethinking whats possible.

It's inspiring.

Because we all know we're in the midst of a major shift in music.

It's up to the artists & builders solving these problems— and creating new opportunities we've yet to imagine— to shape a better future.

I promise you there's far more good than bad.

Tomorrow will be better than today.

We just have to build it.
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There's a part two to Rob's Music's Biggest Problems piece above. We think it's the biggest problem-solution of all. And as usual, Rob nails it...
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Just don't forget about the fans

Almost no one mentioned the fan experience. And if history shows us anything, transformational shifts in music follow what's best for the consumer— not the artist.

Most solutions that aim only to solve artist problems without also considering what fan's want are bound to fail.

The last decade pursued the laid-back listener, as that was the biggest opportunity. Now, the focus is the lean-in experience.

So, what do fans want?

More personalized experiences. To be rewarded. Recognized. To self-express.

They want interactivity.
Co-creation.
Authenticity.
Storytelling.
Connection to artists.
Connection to each other.

They want to be part of something.

The highest-leverage opportunities in music?

Creating the lean-in fan experience for discovery, connection and community— that is not siloed to a single artist.

Finally understanding artists are small businesses and delivering them the tools, knowledge & teams to run more sustainable careers.

Solve these, and solve many of the 39 problems above.
— Rob

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To learn more about Rob Abelow just jump down right below to read about Rob and Where Music's Going... BTW, for New Music Lives™ we hold Rob Abelow to be a 'National Treasure.' He's the best!

in partnership with Where Music's Going and Rob Abelow

• the Greatest Singer Songwriters of All Time— Alanis Morissette

A Trailblazer Among Songwriters

"Alanis Morissette redefined what it meant to be vulnerable and fierce in music. Her lyrics cut like a blade and heal like a balm, making her one of the most important Songwriters of our time." 
— Rolling Stone

Alanis Morissette occupies a singular place in music history as a Singer Songwriter who turned raw emotion, confessional lyrics, and innovative production into a revolutionary sound. Known for her multi-dimensional artistry, she broke barriers in pop and alternative rock, and her influence continues to shape the music industry decades after she burst onto the scene.

A Musical Revolution: The Impact of Jagged Little Pill
Morissette's third album, Jagged Little Pill (1995), became a cultural phenomenon, selling over 33 million copies worldwide. The album's fearless exploration of rage, heartbreak, and self-discovery resonated deeply with audiences. Songs like You Oughta Know, Ironic, Hand in My Pocket, and Head Over Feet, became anthems for a generation, cementing Morissette's place as a pioneer of emotionally honest songwriting.

"Alanis is an artist who has mastered the art of turning her pain into power. I admire her transparency and bravery in her music. She paved the way for so many of us."
— Taylor Swift

Working with producer Glen Ballard, Morissette melded her sharp lyrics with a sound that fused grunge, pop, and alternative rock. Ballard later described the process of creating Jagged Little Pill as "magical," praising Alanis's willingness to be bold and vulnerable in her songwriting.

Beyond commercial success, the album was critically acclaimed, earning five Grammy Awards, including Album of the Year. It remains one of the best-selling albums of all time and inspired a Broadway musical adaptation, proving its enduring cultural relevance.

Legacy of Hits and Collaborations
Alanis Morissette's discography extends far beyond Jagged Little Pill. Albums like Supposed Former Infatuation Junkie (1998), Under Rug Swept (2002), and Havoc and Bright Lights (2012) showcased her growth as a Songwriter and willingness to experiment. Her ability to craft hits like Thank U, Uninvited, and Guardian has kept her at the forefront of the music world for decades.

In addition to her solo work, Morissette has collaborated with some of music's biggest names. She performed duets with Dave Matthews Band, contributed vocals to Ringo Starr's album, and co-wrote songs with other artists, influencing a new wave of Singer Songwriters.

A Pioneer for Women in Music

"Alanis made it okay to be angry, to be vulnerable, to be yourself in a way that was revolutionary for women in music."
— Olivia Rodrigo

As one of the first women to successfully challenge the male-dominated rock scene of the 1990s, Morissette paved the way for countless female artists. Her openness about her struggles, including mental health and relationships, created a new template for authenticity in music. Today, artists like Taylor Swift, Olivia Rodrigo, and Halsey cite her as a major influence.

"She's fearless in her Songwriting. There's nothing she won't say or explore, and that's what makes her music timeless."
— Dave Grohl of the Foo Fighters

Personal Struggles and Triumphs
Alanis Morissette's personal life has been a roller coaster. In interviews, she has spoken candidly about her battle with depression and anxiety, as well as her journey to healing. She's a proponent of meditation and spirituality, which often inform her music.

In 2010, Morissette married rapper Mario "Souleye" Treadway, and together they have three children. Family life has provided a grounding force for the artist, but she continues to juggle the demands of motherhood with her creative work.

Activism and Advocacy
Offstage, Alanis Morissette is a passionate activist. She has advocated for mental health awareness, environmental causes, and gender equality. Her song Still was featured in the 1999 film Dogma, where she portrayed a version of God, underscoring her willingness to push artistic and cultural boundaries.

Influence on Other Songwriters

"She was one of the first artists who made me feel like I could say exactly what I was thinking in my songs. Her music is like therapy."
— Kelly Clarkson

Alanis Morissette's influence is vast and enduring. Artists from Pink to Kelly Clarkson  have lauded her groundbreaking work. The confessional style she pioneered has become a hallmark of singer-songwriters in the modern era, and her ability to connect deeply with listeners remains unmatched.

A Legacy in Progress
Today, Alanis Morissette's music continues to inspire audiences worldwide. Whether through her albums, her Broadway musical, or her advocacy, she has proven herself not only as one of the greatest Singer Songwriters but as a cultural force.

"Alanis Morissette taught me that it's not just okay to be real— it's essential. Her music gave me courage and direction."
— Pink

Her blend of artistry, activism, and personal evolution ensures Alanis Morissette's place among the pantheon of the greatest Singer Songwriters of all time. A her legacy is far from complete. As Morissette once said, "There's no finish line; it's all a journey."

the BIZ 2— from the better late than never department

7 Holiday Music Tips For Indie Musicians by Ariel Hyatt of CyberPR Music

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Okay. You're right. We should have published this weeks ago. Mea culpa. And... There's still the Happy New Year (and my BirthDay is January 4th 8^), and Orthodox Christmas is January 7th, and Valentine's Day is not far behind, so... Ms. Hyatt's great ideas can and will help. Promise.
— John Fogg

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As an artist, there is no better time than the Holidays and Holydays to work on building engagement and connections with your fans. And of course, these ideas are not for holidays only. You can always make your own reason to celebrate.

Below are seven tactics for activating your fan base around holiday music promotion and ultimately building engagement, generating sales, or both.

Tip #1: Create & share holiday music and content.
Get social and get in the spirit at the same time! Use your favorite social channel (or all of them) to show your holiday spirit.

Record a holiday track— use this as your main content and supplement it with holiday memes, videos, or art you create! This post will be your guideline for holiday music promotion.

TIP: If you are recording a holiday classic, ensure you have all the necessary licenses— Easysong can help!

Facebook: Post holiday-themed photos and videos or ask holiday-specific questions (polls are always fun!).

Instagram: Make sure to share your holiday decorating, outfits, or party going on your Stories! Put your holiday music in the background to get some hype around it.

You can also pose Holiday-themed questions in your Stories & Reels

Spotify: Create holiday-specific playlists to share with friends and followers.

Tip #2: CrowdSource Fan Contributed Content
Get your fans to join in on the fun! Pick a holiday theme (i.e., ‘All I Want For Christmas Is…'), and then request content from your fans that can result in a single, crowdsourced project.

Create videos announcing the project and ask your fans to submit their content.

• Ask fans to upload photos/videos and tag you. Track all submissions and then create a collective Holiday Fan Photo Album 

• Create a unique hashtag challenge where fans can post their holiday-themed content featuring your music, like covers of your holiday song or holiday decor.

• Create a collaborative Spotify playlist and ask your fans to add their favorite songs based on the chosen holiday theme. If you have holiday music add your own (of course!) 

The result is a playlist that can be shared with your entire fan base and collectively listen to throughout the holiday season.

Tip #3: Fan Voting For Exclusive CONTENT RELEASE
Creating a contest is an excellent way to engage your fanbase and create a strategy that showcases your merch without being overtly self-promotional! Your contest must be worthwhile to work, so make sure you set up a prize that offers something exclusive and valuable (examples: some holiday-themed merch, a free download, etc.).

•  Ask fans to vote on exclusive content they'd like to see next— a holiday acoustic version, a new cover, or a live Q&A. Use Typeform to collect votes, making it easy and interactive. In exchange for voting, give participants a chance to win, whether early access to the winning content or an exclusive holiday item.

Tip #4: Create a Holiday or IRL (In Real Life) Hangout!
Create a live streaming event for them? Use Facebook Live, Instagram Live, or go to Stageit or Volume and charge for tickets!

Or better yet— invite all your fans who live locally to meet you at a bar or a coffee shop for an IRL holiday hangout.  Getting together to chat and toast each other is a low-key way of bonding with fans. Make it an ugly holiday sweater hang or do a sip and create at a local craft store.

Tip #5: Create Bundles & Experiences
A brilliant tactic for boosting sales is offering a Black Friday-released bundle to your list through the end of the year. [How about creating a Beige Friday? —JMF] Fans may be less likely to purchase your album because they can stream it, but they may be far more likely to do so if you bundle it with other cool things.

The best way to make these bundles effective is to create multiple price points and focus on digital bundles. Here are a few levels of bundles that could work well:

• Low-Price Level idea: Digital Album + Digital holiday card
• Low-Price Level idea: A full anthology of all albums (possibly even including exclusive, previously unreleased content)
• Mid-Price Level idea: Album + Tickets to an upcoming livestream show (if your live streams are free, maybe replace this with a shout-out during the live stream!)
• High-Level ideas: Physical Album (or USB Drive) + Tickets/Shoutout + Merch + Phone call / Zoom Call with Fan OR record a favorite Holiday Cover as an exclusive gift a fan can give to a loved one.

Tip #6: Send a Dedicated Holiday eMail
You already know the importance of your email list. During the holiday season, create a special holiday edition email where you can include an exclusive video or unreleased track on a private SoundCloud Page or create a funny card featuring the whole band.  Remember that your newsletter should be extremely friendly, so talk about something fun— maybe your favorite Holiday memory. And if you ask for them to send their favorite memory back to you, it keeps them engaged with your list. 

Tip #7: Associate With a Charity
Hold a drive or a holiday show and get your fans involved. There are so many beautiful charities you can collectively support. Here are some to get you started!

• Charity Water 
• Toys For Tots 
• MusiCares 
• ACLU 
• Sweet Relief 
• World Hunger Year 

Check out CyberPR's complete guide. Tap this link: The Musician's Guide to Charity Fundraising.

The foundation for making these 7 holiday tips work is having a crystal clear vision of how (and who) to talk to, which will ensure that all your efforts resonate.

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Ariel Hyatt is a seasoned digital marketer, author, and educator dedicated to empowering independent musicians. As the founder of Cyber PR, a New York-based artist development and marketing strategy firm, she has been instrumental in guiding artists through the evolving music industry landscape. Cyber PR specializes in crafting comprehensive marketing plans, executing effective publicity campaigns, and providing strategic guidance to musicians and music-related brands.

Under Ariel's leadership, Cyber PR continues to innovate in the realms of digital PR, social media strategy, and artist development, providing musicians with the tools and knowledge necessary to build sustainable and impactful careers in the music industry.

Join over 20,000 musicians and industry pros. Subscribe for solid advice, tips on navigating the stormy seas of today's music business and to receive your free Music Marketing ToolKit. Tap the link here: CyberPR Music.

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PS from PS— R U  Ready to Test a Revolutionary Income Tool?

(Limited Beta Spots Available Today)

What if you could turn every performance— from coffee shop gigs to Instagram Lives— into real, Right Now, sustainable income? Not through traditional tips or merch sales, but through a revolutionary digital support system designed specifically for independent artists.

Introducing TrueFan Boost™, the first game-changing tool from New Music Lives™, and we want YOU to be among the first to test it.

Here's what makes TrueFan Boost™ different:

• Zero upfront costs or monthly fees

• Accept digital support ANYWHERE you perform (live shows, house concerts, social media, busking)

• Keep 80% of every contribution (we only earn after you earn)

• All transaction fees are covered (you get your full 80%)

• Seamless integration with Instagram, TikTok, and your website

But here's the most exciting part: As a beta tester, you'll:

• Shape the future of independent music income

• Get exclusive early access to our entire suite of career-building tools

• Receive direct support from our founder team

• Have your feedback directly influence product development

We're only accepting a small select group of beta testers RIGHT NOW, and spots will fill quickly.

So... Ready to start earning the income your music deserves? 

Email me directly at [email protected] with "Beta Tester" in the subject line.

Don't wait— this opportunity is limited, and once the beta spots are filled, they're gone.

Let's revolutionize how independent artists get paid.

PS to the PS: Remember— there's zero financial risk. We only succeed when you succeed. That's our promise.

PPS to the PS: Beta spots are being filled on a first-come, first-served basis. Don't miss your chance to be part of this revolution. Remember, we all want to change the world...

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...