the AMP Issue 80

"I believe in my writing." 
— Barry Manilow

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

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• the BIZ— There Are Now Over 200,000,000 Tracks On Music Streaming Services— Nearly 100 million of them aren't played more than 10 Times Each Year from Music Business Worldwide

• the Greatest Singer Songwriters— Barry Manilow

• Guest Article— Understanding the Music Fan in 2025: Key Insights for Singer-Songwriters

• PS from PS— the Numbers Tell a Different Story

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Here’s the playlist

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• the BIZ— There Are Now Over 200,000,000 Tracks On Music Streaming Services— Nearly 100 million of them aren't played more than 10 Times Each Year.
By Murray Stassen, Music Business Worldwide

MBW Explains is a series of analytical features in which they explore the context behind major music industry talking points— and suggest what might happen next. 

What is the music industry going to do about unpopular music?

It's a debate that's poised to rage harder than ever in 2025— thanks to new statistics revealed by market monitor and analysis platform Luminate on January 15th.

According to Luminate's 2024 Year-End Music Report, 202 million separate tracks were available on audio streaming services at the end of last year. (That's 'tracks' as in files with their own distinct ISRCs, or International Standard Recording Codes.)

That 202 million figure was up by approximately 18 million (+9.8%) YoverY, when compared to the equivalent figure from Luminate's prior year report (184 million).

In simpler terms: 

On average, comfortably more than a million new tracks were uploaded to music streaming services per month in 2024.

(Indeed, Luminate calculates that there was an average of 99,000 new ISRCs delivered to DSPs like Spotify, Apple Music, YouTube etc. each day in 2024, down slightly on 2023 when 103,500 were uploaded daily.) Source: Luminate Year-End Report

Important numbers… but there's an even hotter talking point sticking out from Luminate's new report, as shown by the pyramid chart above.

It's this...

Nearly half (93.2 million) of the 202 million tracks available on streaming services in 2024 were played no more than 10 times each last year.

Time for some music biz squabbles!

Many of you out there who may be, let's say, more artist-centric-minded, would argue that these 93 million tracks should be excluded from the royalty pool on streaming services.

Of course, when it comes to services like Spotify, they already are shut out.

Last year, Spotify began omitting any tracks that hadn't achieved at least 1,000 plays in a 12-month period from its royalty pool.

Luminate's new numbers (above) show that last year, some 175.5 million tracks were played 1,000 times or less across multiple audio streaming services, including Spotify.

That's approximately 87% of the 202 million tracks monitored by Luminate.

To flip that around for a second, around nine in every ten tracks on streaming services today fails to attract more than 1,000 plays per year across all audio platforms.

(Luminate didn't reveal the number of tracks with zero plays in 2024, but it's believed to be around a quarter of all available tracks— i.e. in the region of 50 million.)

When added together, there were 175.5 million tracks with between zero and 1,000 plays on audio streaming services last year, according to Luminate's new report
There is, of course, a counter-argument to the "artist-centric" way of thinking.

Some in the music business are not fans of Spotify (and other services) blocking tracks that fail to hit popularity thresholds (for example, 1,000 streams per year) from their royalty payouts.

These folks often argue that when looked at as a whole, those 175.5 million tracks— the ones played 1,000 times or less each last year— claim a material market share of streaming's total listens.

On the other hand, Luminate's new stats highlight a problematic issue for much of the music industry: the over-saturation of streaming platforms.

The rise of cheap, free, and AI-powered production tools has resulted in an explosion of new user-uploaded releases, leading to an increasingly long tail of tracks on Spotify et al that are barely being noticed by listeners.

The same industry supply-and-demand problem was further highlighted within  Chartmetric's Year in Music report for 2024.

Of the 11 million Spotify artists tracked on Chartmetric in 2024, just 5.31% of them (584,600) had more than 1,000 monthly listeners.

You read that correctly: around 95% of artists on Spotify have fewer than 1,000 monthly listeners.

And some 86% of artists on the platform, according to Chartmetric's stats, have fewer than ten monthly listeners.

The numbers don't get any less staggering each year, do they?

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About Music Business Worldwide
Music Business Worldwide (MBW) is a leading authority on the global music industry, delivering in-depth news, analysis, and insights on the business of music. Whether you're an artist, songwriter, executive, or industry professional, MBW keeps you informed on the latest deals, trends, and innovations shaping the future of music.

From record label moves to publishing rights, streaming wars to tech disruptors, MBW provides expert reporting and exclusive interviews with the key players driving the industry. Their coverage spans major markets, independent sectors, and emerging music economies worldwide.

For anyone serious about understanding the business behind the music, Music Business Worldwide is an essential resource. Stay ahead of the game— subscribe to their newsletter at musicbusinessworldwide.com for the latest updates delivered straight to your inbox. Tap the link. 

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• The Greatest Singer Songwriters— Barry Manilow 

Master of Melody and Emotion

"Barry Manilow didn't just write songs— he wrote the soundtrack of our lives. His melodies are timeless, his lyrics resonate across generations, and his impact on popular music is immeasurable." 
— Elton John

Few Singer Songwriters in history have achieved the kind of enduring success and cultural impact that Barry Manilow has. With a career spanning over six decades, Manilow has created some of the most unforgettable songs in the American songbook— his music is woven into the very fabric of popular culture. As both a Songwriter and performer, he has demonstrated an unmatched ability to craft melodies that are both emotionally powerful and instantly recognizable.

The Music: A Legacy of Hits
Barry Manilow's rise to fame began in the early 1970s, and his breakthrough came with Mandy (1974), a song that not only became his first No. 1 hit but also set the tone for a career defined by sweeping ballads and grand, cinematic compositions. From there, the hits kept coming.

"Barry's music is timeless. He knows how to take an emotion and turn it into something unforgettable."
— Billy Joel

Copacabana (At the Copa)— A Latin-flavored narrative song that showcased Manilow's theatrical side, telling a story as vividly as a Broadway production. 

Can't Smile Without You— A song that epitomizes the warmth and sincerity of his music. 

I Write the Songs—  Ironically, not written by Manilow himself, but a perfect testament to his ability to bring a song to life and make it his own. 

Looks Like We Made It— A song that has remained an anthem for resilience and nostalgia. 

Even Now— One of the most poignant and emotionally charged ballads in his catalog. 

Throughout his career, Manilow has sold over 85 million records worldwide, placing him among the best-selling recording artists of all time. His albums, including Barry Manilow I, Tryin' to Get the Feeling, Even Now, and Greatest Hits, dominated the charts and remain staples of soft rock and adult contemporary playlists.

"Barry is the kind of Songwriter and musician who doesn't just perform— he makes you feel. That's a rare and beautiful thing."
— Bette Midler

Live Performances: The Showman Extraordinaire
Barry Manilow is not just a hitmaker— he is a consummate showman. His concerts are legendary, filled with theatrical flair, high-energy performances, and a deep connection with his audience. His residency at the Las Vegas Hilton and later at the Westgate Las Vegas Resort & Casino cemented his status as one of the greatest live entertainers. His ability to blend storytelling, humor, and music into a seamless performance has drawn comparisons to artists like Frank Sinatra and Elvis Presley.

Collaborations and Influence
While Manilow is best known for his solo work, his influence extends far beyond his own recordings. He has collaborated with and produced for a wide range of artists, from Bette Midler to Dionne Warwick. His work as a jingle writer in the early years of his career— including unforgettable commercial jingles like "Like a good neighbor, State Farm is there"— showcased his knack for creating catchy melodies long before he became a household name.

His influence on Singer Songwriters is profound. Artists like Michael Bublé, Josh Groban, and even Lady Gaga have cited Manilow as an inspiration, pointing to his ability to craft songs that are both deeply personal and universally appealing.

"I've always admired Barry Manilow's ability to create melodies that resonate across generations. He's a legend."
— Michael Bublé

Personal Life: Triumphs and Struggles
Barry Manilow's personal journey has been one of resilience and quiet strength. For much of his career, he kept his private life out of the public eye, but in 2015, he married his longtime partner, Garry Kief, in a move that resonated with fans who had long admired his artistry and grace. His decision to live openly has been celebrated as an important moment for LGBTQ+ representation in the entertainment industry.

Like many artists, Manilow has faced his share of struggles. He has spoken openly about the pressures of fame, the challenges of maintaining artistic integrity in the music industry, and health battles that have occasionally sidelined him. Yet, his ability to overcome adversity and continue creating music is a testament to his unwavering dedication to his craft.

"People don't always give Barry the credit he deserves as a Songwriter. He's a master at creating songs that stick with you forever."
— Cyndi Lauper

Political and Social Activism
While not often vocal about politics, Manilow has supported numerous charitable causes, particularly those related to music education. His Manilow Music Project, launched in 2008, has donated instruments and resources to underfunded school music programs, ensuring that future generations have access to the joy of making music. His advocacy for arts education underscores his belief in music's transformative power.

"Barry Manilow has a gift. His songs capture the essence of love, longing, and hope like no one else."
— Barbra Streisand

A Legacy That Endures
Barry Manilow's music has remained relevant across generations, a rare feat in an industry where trends come and go. His ability to blend emotion with melody has made him a staple of weddings, reunions, and personal moments that matter. His work has been recognized with countless awards, including Grammy, Emmy, and American Music Awards, as well as a well-earned spot in the Songwriters Hall of Fame.

In the 1970s, Frank Sinatra predicted Manilow's future success by stating, "He's next." This endorsement was particularly meaningful to Manilow during a time when he faced criticism from some quarters. Reflecting on Sinatra's remark, Manilow said, "I was very, very grateful that happened— he never needed to say anything else about me ever again!" 

As a pioneer of the modern Singer Songwriter era, Barry Manilow's influence is undeniable. His music continues to inspire, his performances still electrify, and his legacy remains unshakable. To paraphrase one of his most famous lyrics: 

Looks like he made it— and the world of music is all the better for it.

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in partnership with Music Business World Wide

• Guest Article— Understanding the Music Fan in 2025: Key Insights for Singer-Songwriters

The following condensed excerpt of the Music Ally Connect presentation, led by Darren Hemmings of Motive Unknown, explored how music marketing and fan engagement are shifting in 2025. While major labels focus on superfans and algorithm-driven discovery, independent artists must take a more authentic, direct, and long-term approach.

Be real, be unique, and put fans first. 
That’s how you build a lasting music career.

This guide condenses the insights into what’s changing, what truly works, and how you can build a lasting fanbase as a Singer Songwriter.

1. How the Digital Landscape is Changing?
Over the last decade, social media platforms have evolved from simple friend-based sharing to algorithm-driven entertainment feeds (like TikTok). While this makes it easier to reach large audiences, it also makes true engagement harder than ever.

the Key Trends Affecting Artists Today

The Fall of Traditional Social Media— Platforms like Facebook, Instagram, and Twitter have shifted from organic sharing to pay-to-play models where algorithms decide what fans see. Twitter (now X) is struggling with content moderation issues, and Meta (Facebook/Instagram) is facing similar challenges. 

TikTok’s Uncertain Future— While TikTok has been a major discovery tool for musicians, its future is unstable due to potential bans and regulation issues in multiple countries. Relying solely on TikTok is a risky move. 

Big Tech vs. Artists— The interests of tech companies and musicians are no longer aligned. Artists want real engagement, while platforms prioritize advertising and keeping users scrolling rather than connecting them deeply with creators. 

AI-Generated Content is Everywhere— Artificial intelligence is flooding platforms with auto-generated music and videos, making it even harder for human artists to stand out. 

The Takeaway...

Relying on social media alone is dangerous. Build deeper, more personal fan relationships outside these platforms.

2. The Truth About "Superfans" and Fan Relationships
Many industry leaders claim that "superfans" will save the music business. But the truth is, superfans have always existed— this isn’t a new phenomenon.

What You Need to Know About Superfans

Major labels are trying to "own" superfans— Warner, Universal, and others are building exclusive superfan apps and gated content experiences. 

Superfans are not a new concept— The term is just a repackaging of deeply dedicated music fans— the same kind who screamed for Elvis or camped out for The Beatles. 

True superfans are not just customers— Fans aren’t a cash cow to be milked. Labels push multiple album versions and expensive VIP packages, but real fandom is built on connection, not just monetization. 

Your biggest fans will promote you for free— If you create something they love, superfans will spread your music naturally without expensive ad campaigns. 

the Takeaway... 

Instead of chasing industry trends, nurture authentic relationships with fans through consistent engagement and meaningful content.

3. What Actually Works in Music Marketing? 
Instead of following short-term trends, focus on long-term, proven strategies that build real fan loyalty.

• Prioritize High-Quality Creative Work 

Your branding, visuals, and content matter— Weak or generic imagery won’t stand out. Invest in good artwork, photography, and videos to make your music memorable. 

Storytelling is key. Fans connect with stories, not just songs. Share your creative journey, struggles, and wins authentically. 

Be intentional with your releases— Instead of constantly dropping singles with no strategy, think about how each release builds your artist identity. 

• Emotional Connection Over Algorithms ❤️

Viral moments fade fast Going viral on TikTok is great, but the real challenge is keeping fans engaged long-term. 

Make your fans feel part of something— People crave community. Artists who create a strong fan culture (via Discord, email lists, or private groups) build lasting loyalty. 

Direct interaction builds super fans— Personalized messages, voice notes, live Q&As, and handwritten thank-you notes create lifelong supporters. 

• Choose Your Platforms Wisely
You don’t need to be everywhere— Instead of struggling to maintain 10+ social media accounts, focus on the 2-3 that actually bring results. 

Balance social media with owned platforms— Use Instagram, TikTok, and Twitter for discovery, but drive fans to email lists, Discord servers, Patreon, or a personal website for deeper engagement. 

Live content is powerful— Hosting intimate online concerts, songwriting breakdowns, or behind-the-scenes content keeps fans invested in your journey. 

the Takeaway...

Great music, strong visuals, and direct fan interaction matter more than chasing trends.

4. Where Should You Build Your Fanbase?
Social media platforms can disappear overnight. Instead of relying on rented spaces, build fan relationships in places you control.

The Best Channels for Long-Term Fan Engagement

Email Newsletters— Unlike social media, emails don’t get lost in an algorithm. A weekly or monthly update keeps fans engaged. 

Discord & Private Groups— A dedicated fan community (on Discord, Facebook Groups, or Telegram) fosters deeper conversations. 

Personal Website— A home base where fans can always find your latest news, music, and exclusive content. 

In-Person Events— Real-world experiences, from intimate gigs to fan meetups, leave lasting emotional impact. 

the Takeaway... 

Own your audience— email lists, fan clubs, and live events offer security that social media never will.

5. Long-Term Success Mindset for Artists
Instead of short-term, single-release strategies, successful artists plan years ahead.

What Mindset Will Set You Apart?

Think in Years, Not Weeks—  Instead of asking, How do I promote this single?, ask…

Where do I want my music career to be in 5 years? 

Be Data-Informed, Not Data-Led— Streaming numbers don’t define success. Real fan interactions matter more than TikTok trends or Spotify algorithm placements. 

Stop Chasing Trends— Artists who jump on viral moments often lose their identity. Instead, focus on what makes you unique and why fans should choose you over others. 

Creativity Doesn’t Require Big Budgets— Some of the most effective artist campaigns (like pub gigs, intimate acoustic sessions, or handwritten lyric booklets) are low-cost but high-impact. 

the Takeaway...

Stay true to your vision and focus on sustainable growth— not just short-term hype.

Final Thought: Why Should Fans Choose YOU? 

With millions of artists competing for attention, ask yourself...

Why should a fan pick YOU over someone else?

The answer isn’t in algorithms or marketing fads— it’s in your authenticity, emotional connection, and creative consistency.

Be real, be unique, and put fans first. That’s how you build a lasting music career.

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Tap the link to watch the original 16 minute presentation which this article was made from. Music Ally Connect— Understanding the Music Fan in 2025

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About Darren Hemmings and Motive Unknown

Darren Hemmings is the founder and Managing Director of Motive Unknown, a highly respected strategic marketing consultancy specializing in the music industry. Based in the UK, Motive Unknown has built a reputation for helping artists, labels, and music businesses navigate the evolving landscape of digital marketing, fan engagement, and direct-to-consumer strategies.

With a career spanning over two decades, Darren has worked with an impressive roster of artists and labels, including Run The Jewels, Moby, The Spice Girls, alt-J, and Teenage Fanclub, as well as companies such as Partisan Records and AWAL. His approach emphasizes independent thinking, data-driven strategy, and empowering artists and managers to build sustainable careers without over-reliance on traditional label structures.

Beyond his consultancy work, Darren is widely regarded as a thought leader in music marketing, technology, and industry trends. He shares his insights through Network Notes, a widely read newsletter that provides critical analysis of the music business, covering topics from streaming economics to direct-to-fan models and AI's impact on artistry. His ability to cut through the noise and deliver practical, no-nonsense advice has made him a go-to expert for those looking to navigate the complexities of today's music industry.

For more information on Darren Hemmings and Motive Unknown, visit: www.motiveunknown.com, and tap the link to Subscribe to Network Notes

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• PS from PS— the Numbers Tell a Different Story

The latest Luminate report landed on my desk this week, and I found myself staring at a number that stopped me. Cold: 

93.2 million tracks— nearly half of all music on streaming platforms— played less than 10 times each last year. 

Let that sink in.

Then when I watched Darren Hemmings' Understanding the Music Fan in 2025 from Music All Connect (the video our Guest Article was taken from). What caught my attention was the contrast between the Luminate data and his insights about fan engagement. While the industry fixates on streaming metrics, with 95% of Spotify artists having fewer than 1,000 monthly listeners, Hemmings reminds us of a fundamental truth: 

"Superfans (TrueFans for me) have always existed."

This business isn't just about numbers. It's about the fundamental disconnect between how the industry measures success and how music really works in the world. While millions of tracks sit unplayed in the digital void, artists who focus on what Hemmings calls "emotional connection over algorithms" are building sustainable careers through "personalized messages, voice notes, live Q&As, and handwritten thank-you notes."

Look at Barry Manilow's long enduring career that wasn't built on streaming numbers or algorithmic plays. It was built on creating genuine connections with fans who resonated with his music. His style. His truth— which they shared. That's the power of finding and nurturing your true audience. Manilow fans are some of the most loyal in the world and his core of TrueFans was mostly established before anyone knew that streaming was a thing.

Think about that contrast: 175.5 million tracks with fewer than 1,000 plays across all platforms, while artists who focus on real connection create lifelong supporters through intimate shows and genuine engagement. The industry's obsession with streaming metrics is leading countless talented artists down a dead-end path.

Your songs will find their audience. Whether you're writing intimate folk ballads or experimental jazz fusion, there are people out there who want to hear your music, because it's their music. They won't find you through algorithms. They'll find you through genuine connection. Your TrueFans will tell them. And then you'll tell others, and they'll tell others, and...

It's time we stopped measuring success by streams and started measuring it by the depth of connections and appreciation we create. It's time to bring music back home, where real relationships form and TrueFans are born. Once again I say...

Back to the Future.

Until we speak again...

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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...