the AMP Issue 81

"The child in me that started writing songs when I was little is screaming and crying and laughing at this moment"
— Amy Allen, accepting Songwriter of the Year at the 2025 Grammy Awards

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

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• the BIZ— Music Industry Predictions for 2025 from AmplifyWorld 

• Backstage Pass— Synergy: the SuperPower of LIVE! by John Fogg

• the Greatest Singer Songwriters— Amy Allen

• Guest Article— How To Get Better: 5 Great Singing Tips from expert vocal coach Cari Cole

• PS from PS— Something Personal This Way Comes...

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Here’s the playlist

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• the BIZ— AmplifyWorld's Music Industry Predictions for 2025 from Ian Mathews

We're only a few weeks into 2025, and it's safe to say that there have been unequivocal shifts within the music industry. From the TikTok saga in the U.S. to wildfires raging across L.A.— one of the world's densest music hubs— the debate on AI's impact on music and the wider creative industries reaching a boiling point, and Liz Pelly's exposé on Spotify's alleged Perfect Fit Content (PFC) program, we wondered how some of the industry's most important conversations will play out over the next couple of months. To understand the ins and outs of this thing we call the ‘music business' vis-à-vis 2025, we reached out to some industry experts to give us their hot takes…

Music Industry Predictions for 2025 from...

• Nikki Camilleri
• Hanna Kahlert
• Kameron Addington-Dzenyo
• Sam Bates

Let's begin with...

Nikki Camilleri
Nikki is an award-winning, London-based music industry executive who has worked for Warner Music, Believe, Glastonbury, and more. She founded Mana— a consultancy in strategy, artist development, partnerships, and talks— and was featured on the Forbes 30 Under 30 list for this work.

I think we will see a greater uptake of direct-to-fan tools as artists and their teams try to build stronger fan relationships, recognising the value that superfans [NOTE: We'll use TrueFans instead from now on] hold for both their growth and revenue. Looking at the average value artists receive from a TrueFan versus a passive fan, we can note that TrueFans generate anywhere from 10 to 100 times more revenue over their lifespan. This means that finding and cultivating those TrueFan relationships will be crucial to building a thriving fan community in 2025 and beyond.

Owning your data will also become more of a priority for artists and their teams. To date, artists have always been at the mercy of a third party— be it a label or, more recently, social media— in order to reach and engage with their fans.

While social media will remain a useful marketing tool for music discovery, funneling fans from social platforms into an artist's own ecosystem— allowing for direct communication— will prove valuable. This will ensure that artists retain control of fan communication regardless of changes to third-party platforms, while also enabling them to make strategic decisions based on their own fan data.

Hanna Kahlert
Hanna is an analyst at MIDiA Research, a research and consulting company specializing in digital entertainment. Her key areas of interest are cross-entertainment audience behavior, the creator economy, and social platforms.

The creator economy is a driving force behind music, with new artists increasingly turning their attentions mainly— if not exclusively— to social platforms over streaming. Social platforms are eating up more of the audience's time and attention, and offer artists the ability to directly build and engage with their fanbases. This is causing— and will visibly continue to cause— a bifurcation in the industry between the traditional industry focusing on packaging and selling music, and the new one, which views music as an interactive, participative activity for audiences and creators alike.

The value of creator IP [Intellectual Property] has never been higher; the value of their music, however, never more difficult to monetize. On top of this, changing regulations will cause turbulence among the established social platforms.

In 2025 we will start to see serious audience fragmentation, both on apps via algorithm, and between them, as audiences and artists alike look for authentic, consistent, and less cluttered ways to engage. Fandom has always been more important than reach, but the growing gap between social media metrics and actual fan follow-through will push creators to find new ways of engaging their audiences.

Kameron Addington-Dzenyo
Kameron is an experienced A&R and artist manager with a proven track record of signing and developing acts across multiple genres and markets.

2025 will be a pivotal year for the music industry. It currently feels like we're in a transitional period where we are leaving behind many industry norms and entering an era that prioritizes community, data and technology over traditional music industry norms and cultural gatekeeping.

Two key trends I expect to see during this period are the following:

• Emerging artists' success will largely depend on TrueFans and community building instead of the more traditional routes to mainstream success.

• The influence and power of tech companies within the music industry will continue to grow.

Sam Bates
AmplifyWorld's Chief Marketing Officer & Co-founder

AI will have an even bigger influence on the industry, offering even more tools for production, marketing, and promotion. It's likely to disrupt formulaic genres like library music and some elements of EDM, but it won't replace human-made music as a whole. As a marketeer— and most importantly a music obsessive— I know that the human story behind the music is as important as the actual music, so it's likely a long time before computers replace humans as the world's top musicians.

Off-social, gatekept music events and parties will make a comeback, becoming a trend within the coolest music communities. Everyone is relentlessly filming content for social media to promote their party, artist, DJ, etc. (I'm as guilty of this as anyone). However, I think there will be a cool counter culture that gatekeeps music events from social media and encourages people to be much more in the moment, and revels in a way of experiencing music from the pre-social media era. I can also see a big backlash against the ever-escalating ticket prices and monopolies around large concerts. Perhaps the promised government interventions here in the UK will help change this.

TikTok is here to stay, despite the initial ban, while the over-saturation of social media will lead to the rise of fan engagement platforms that allow artists to connect directly with their superfans, like the one we are building here at AmplifyWorld (maybe I am biased!).

And what do you predict for 2025...?

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About Amplify World

Amplify World is a premier platform dedicated to empowering songwriters, producers, and musicians by providing unparalleled industry insights, career development resources, and a thriving creative community. Founded by Ian Mathews, a visionary advocate for independent artists, Amplify World offers in-depth interviews, expert guidance, and exclusive content that helps artists navigate the evolving music landscape.

For those looking to elevate their craft, connect with like-minded creatives, and stay ahead of industry trends, Amplify World's newsletter is an essential resource. Subscribe today at AmplifyWorld.com and join a movement dedicated to amplifying your voice in music.

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• Backstage Pass— Synergy: the SuperPower of LIVE! by John Fogg

SYNERGY: The SuperPower of LIVE!

You could be a singer. Just a singer. Singing songs other people composed. 

You could be a songwriter. Just a song writer. Writing songs for other people to sing.

But you're a Singer Songwriter. You sing the songs you write. 

Perhaps you sing your songs only to yourself. Possible. Art for art's sake an' all. But doubtful. And maybe you're simply young or shy or both, so you only sing your songs for family. And friends. Except for that time when you mistakenly brought your guitar to a birthday party and there were 19 people there and they forced you to play. 

If you're a Singer Songwriter somewhere along the curve between a fun-fulfilling hobby and a sold out arena, you will be performing. Singing the songs your wrote— that maybe even the whole world sings. Because that's the deal. That's what being a Singer Songwriter is all about. And when you perform your songs, live, with an audience, you tap into a miraculous superpower few of us common folk ever get to create. We can experience it with you. But you actually create it. 

It's called Synergy. And it's the SuperPower of Live Performance.

The dictionary explains synergy as what happens when two or more 'agents' combine together to produce a result that's greater than the sum of their separate effects/parts  added together. Well, the dictionary is wrong. It's not two. It's four. Four or more together is what creates synergy. 

The great American genius, Buckminister Fuller, developed a mathematical formula to calculate synergy. Using the example of combining people together it looks and goes like this:

P stands for People. Take the number of people P, squared (the number of people times the number of people) P² minus ( - ) the number of P people, then divide that number by 2 and the result equals the synergy that's present in that combination of people. In the case of numbers of people, this synergy— the S— is the relationships between those people.

Looks like this: You and me and the baby makes three: 3 squared is 9 - 3 = 6 ÷ 2 = 3. So. No synergy. But when we add the baby-sitter: 4 squared is 16 - 4 = 12 ÷ 2 = 6. 

Wait! What? As said, synergy kicks in with four or more, like so...

You and me— that's 1. You and the baby— that's 2. Me and the baby— that's 3. The babysitter and me— that's 4. The babysitter and you— that's 5. The babysitter and the baby— that's 6. Four people. Six relationships. Greater than the sum of it's parts. Got it...? Now, let's get real. 

You do a House Concert. There are 50 people there— and the SuperPower of Synergy. Check this out: 50 people times 50 people is 2,500 minus 50 is 2,450 divided by 2 is... 1,225. 

So at your 50 people House Concert there are actually 1,225 relationships between all the people present.     

Synergy. 

Now (again) what is the quality— think energy— of those relationships? Happy? Having a good time? Having fun? Liking and loving you? Moved? High? Remembering? Creating new memories? Gotta' dance?

Get this (please) those 50 folks listening to you, sharing you and your art and your performance and the Feeling-Energy you create for them with your songs, in them with your songs, with them in your songs... More than 1,000 personal relationships all centered around and created by you and your songs... Mama!

So... does synergy give you any insight into what makes a Taylor Swift Eras concert so unbelievably out-of-this-world heart and mind-blowingly high energy extraordinary? With an average attendance of 72,459— we'll spare you the math, and you're welcome to check ours— best you be sitting down. Holding your breath. You won't believe this.

2,625,117,111— yes, as in billion— relationships at that concert!

Synergy. When four or more are gathered in your name.

Yes, you can be heard on Spotify. And Apple, and Amazon and... People can watch you on YouTube, DTube, Metacafe, Vimeo, TikTockeo...  And you can do a far-distant fourth on your Tuesday Zoom jam session. But nothing, NO thing, can do what Performing LIVE can. Because...

Synergy Is the SuperPower of LIVE!

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John Fogg is the editor of the AMP.

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• The Greatest Singer Songwriters— Amy Allen a Trailblazer for Female Songwriters

"Amy Allen's Songwriting is a masterclass in blending raw emotion with melodic brilliance, securing her rightful place among the greatest Songwriters of our time."
— New Music Lives™

Amy Allen was awarded Songwriter Of The Year at the 2025 GRAMMYs, making history as the first woman to win in the Category.  

In the ever-evolving landscape of music, few Songwriters have made as profound an impact as quickly as Amy Allen. Her journey from a small-town musician in Windham, Maine, to becoming the first woman to win the Grammy for Songwriter of the Year, Non-Classical, in 2025, is a testament to her unparalleled talent and dedication. 

"Amy's Songwriting is a beacon of authenticity in today's music scene." 
— Justin Timberlake

Early Life and Musical Beginnings
Amy Allen's passion for music ignited at a young age. Growing up on the shores of Sebago Lake, Maine, she immersed herself in the local music scene, performing folk and bluegrass tunes in bars and pubs during her teenage years. Her formative years were marked by a deep appreciation for storytelling through song, a trait that would become a hallmark of her Songwriting. 

Educational Pursuits and Early Career
Allen's pursuit of musical excellence led her to Boston College and later to the prestigious Berklee College of Music. At Berklee, she honed her craft under the mentorship of industry professionals, including singer and producer Kara DioGuardi. These experiences equipped her with the skills and industry insights that would propel her into the competitive world of Songwriting. 

Breakthrough and Chart-Topping Successes
Amy Allen's breakthrough came with her co-writing of Halsey's Without Me, a track that soared to the top of the Billboard Hot 100 chart. This success was soon followed by collaborations with Selena Gomez on Back to You and Harry Styles on Adore You, further cementing her reputation as a hitmaker. 

"Amy Allen has a unique gift for turning personal stories into universal anthems." 
— Halsey

2024: A Landmark Year
The year 2024 marked a significant milestone in Allen's career. Her collaboration with Sabrina Carpenter on the album Short n' Sweet resulted in chart-topping hits like Espresso and Please Please Please. The latter not only became a fan favorite but also earned a nomination for Song of the Year at the 67th Annual Grammy Awards. 

"Working with Amy is like capturing lightning in a bottle; her creativity knows no bounds." 
— Sabrina Carpenter

Grammy Triumph and Historic Recognition
At the 67th Annual Grammy Awards in 2025, Amy Allen made history by becoming the first woman to win the Songwriter of the Year, Non-Classical award. In her heartfelt acceptance speech, she reflected on her journey from writing songs in her childhood bedroom in Maine to receiving one of the industry's highest honors. 

Collaborations and Artistic Synergy
Allen's career is distinguished by her diverse collaborations across genres. She has worked with artists such as Justin Timberlake, Olivia Rodrigo, and Leon Bridges, showcasing her versatility and ability to adapt her songwriting to various musical styles. Her collaborative spirit has not only produced chart-topping hits but has also influenced a new generation of Singer Songwriters. 

"Collaborating with Amy has been one of the highlights of my career; she brings out the best in her co-writers." 
—  Leon Bridges

Personal Life and Inspirations
While Amy Allen maintains a level of privacy regarding her personal life, she has openly discussed her musical inspirations. She cites '90s icons like Sheryl Crow, Alanis Morissette, and Melissa Etheridge as significant influences, drawing inspiration from their storytelling and emotive Songwriting. 

A Trailblazer's Legacy
Amy Allen's journey is one of breaking barriers and setting new standards in the music industry. Her historic Grammy win not only celebrates her individual achievements but also paves the way for future female Songwriters. Her enduring legacy is characterized by her commitment to authentic storytelling, melodic innovation, and her influence on the next generation of musicians.

"Amy's work ethic and passion inspire everyone around her." 
— Olivia Rodrigo

Impact on Fellow Artists
Allen's influence extends beyond her own work, as she has become a mentor and inspiration to emerging Songwriters. Her ability to craft songs that resonate deeply with audiences has set a benchmark in the industry, encouraging others to pursue authenticity and emotional depth in their music.

And so... 
Amy Allen's ascent in the music world underscores the power of passion, perseverance, and authenticity. Her contributions have not only enriched the musical landscape but have also inspired countless artists to find their unique voices. As she continues to evolve as a Songwriter and artist, her legacy as a trailblazer and pioneer remains firmly established.

"Her melodies linger long after the song ends, a testament to her genius." 
— Harry Styles

These accolades from her peers highlight the profound respect and admiration Amy Allen has garnered within the music community, further solidifying her status as one of the greatest songwriters of our time.

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in partnership with Celebrity Vocal and Songwriting Coach Cari Cole

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• Guest Article— How To Get Better: 5 Great Singing Tips from expert vocal coach Cari Cole

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Veteran vocal coach Cari Cole shares five singing tips to help beginners and  experienced singers sound better during rehearsals and performances.
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As a long-time vocal coach with lots of experience in the industry, I'm frequently asked, "What are your top singing tips for vocalists?" Well, I could rattle off a long list, and yammer on for hours. I'm a nerd's nerd when it comes to vocals, and I have a ton of favorite singing tricks up my sleeve from my years of coaching singers. But I love a challenge— so I pretended I had only five minutes to tell you my best singing tips, and I wracked my brain to come up with the Top 5. So, here...

1. Sing vowels with your jaw open
2. "Think down" when you sing high notes
3. Sing with your chin down for more power without strain
4. Control your vocal vibrato
5. Use HearFones® to hear yourself singing as the audience does

First, one of the things I am constantly teaching my private clients to be a better singer is that the singing voice is an instrument inside your body and you have to learn how to use it to get the most out of it. It's very "physical" on a foundational level.

To have a strong voice and to have vocal consistency and wider vocal range, there are certain things you have to know and do, and there are some singing tips you can use, right now, to get a great sound out of your instrument and work to be a professional singer.

By the way, the truth is most singers— even professionals, unless they've trained— don't know this stuff. 

I'm going to give these singing tips to you as if I were actually giving you a singing lessons: right here, right now.

So, stand in front of a mirror, because I'm going to ask you to watch your jaw and your head position to control movement as you sing.

1. Sing vowels with your jaw open
This is a beginner singing tip that makes you sound better instantly, so I call it the "Instant Fix." Say A-E-I-O-U and watch your jaw movement in the mirror. Did your jaw close on any of the vowels? Chances are your jaw closed on the "E" and the "U"— and most likely on others too, if not all of them. Take your first two fingers and pull your jaw down two inches— or even better, use a plastic bottle cap or a wine cork to prop your jaw open. Now speak the vowels again. And repeat again (we're trying to re-program muscle memory— so the more the better).

Now sing the vowels on one pitch: A-E-I-O-U. Your goal is to keep your jaw open (long not wide) without closing for all of your vowels. Repeat until you can do it. Now, sing a phrase of one of your songs and make sure your jaw opens to the same position on all of your vowels. You have to practice this a bunch before it becomes natural— but the more you do this vocal exercise, the sooner this new movement is programmed into your muscle memory.

And you might be one of those lucky ones who notice the improvement in the sound right away (it will sound louder and more resonant with less vocal strain). If you don't, don't sweat it, you will. It just takes a little practice. You might have some unwanted tension in your neck, jaw and throat muscles— try loosening them up and do it again. The next time you perform, open your jaw more on your vowels: singing vowels is one of my quick singing tips and vocal exercises that make you sound better instantly!

2. "Think down" when you sing high notes
When you sing a scale, try thinking of the way an elevator works: a heavy weight is attached to a pulley, and as the weight pulls down, the elevator goes up to the higher floors. So, the highest floor is reached when the weight is lowest. Similarly, you should use the most "weight" on your highest notes.

3. Sing with your chin down for more power without strain
Who doesn't want more power without strain? This is one of those simple singing tips that's easy to apply— easier than the one above. All you have to do is to keep your chin pointed slightly down and your pectoral muscles slightly flexed (sometimes it's a lot flexed) when you go for more power. Most singers reach forward or lift their chin up to sing with more power. While it may temporarily work, it causes vocal problems. Tipping your chin down not only works better and saves your voice, it actually SOUNDS better!

Stand in front of a mirror. Sing an "ah" scale up and down in one phrase (1-2-3-4-3-2-1). Press your chin slightly in (point your chin towards the floor), only one inch or so. Don't let your head bob up as you raise pitch — keep it firmly in place. Go all the way up the scale of your voice keeping this position. Notice how the chin wants to move up as you raise pitch. Keep it planted. This will give you more power and control and eliminate strain. Practice this vocal technique until it becomes natural!

4. Control your vocal vibrato
Here's a quick singing exercise to get your vibrato working. Stand in front of a mirror; press on your chest with both hands, then raise your chest higher than normal. Take a breath in and then exhale, but don't drop your chest. Sing one note and hold it as long as possible with your chest raised. Press on your chest halfway through the note (press kind of hard and raise your chest to meet the pressure). Relax the back of your neck and keep your jaw open as you're singing "ahhh." Imagine the air spinning around in your mouth while keeping your chin tucked down a bit and your chest raised. Keep in mind, overuse of vibrato is not a good thing in contemporary singing (pop, rock and R&B). At the same time, no vibrato is also not a good thing. So, try ending phrases with a straight tone, then into a little bit of vibrato. The bottom line is to do what's best for you.

5. Use HearFones® to hear yourself singing as the audience does
A good vocal tone is not established by singing loudly, it's established at medium volume. Good tone happens when vocal folds are strong enough to have a good closure without touching.

Breath control is important. Releasing too much air creates a "breathy" tone, and releasing too little air creates a "nasal" tone. Unless you're really going for breathy or nasal as a stylistic choice, somewhere right in between the two is the perfect balance. Wearing HearFones® allows you to really hear your voice and work on your tone at medium volumes, either on your own or in the context of rehearsal with your  band  members or ensemble.
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Cari Cole is a celebrity vocal coach, artist development expert, and new music biz mentor with decades of experience working with independent artists and A-list performers. Her website offers tools and materials for serious vocalists, bands, and singer/songwriters, and her blog is a great resource for vocal and music industry info.

To learn more about Cari, scroll back up to the gold in partnership box.

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• PS from PS— Something Personal This Way Comes...

Decades ago, when I first heard Kris Kristofferson's "Sunday Morning Coming Down" through Johnny Cash's voice, it changed my life forever. Not because it was a hit, but because every word, every note, every emotion reached directly into my heart... and soul. 

That moment taught me something: one honest song, in the right space, can change everything.

That's why it breaks my heart when I walk into coffee shops and small bars today and see brilliant Singer Songwriters pouring out their souls while espresso machines drown out their truth and people watching college basketball reruns ignore them. Your songs— the ones you've created from your deepest experiences, your most vulnerable, valuable life-living moments— deserve so much more.

I just read the article in this issue that said industry experts are predicting a "shift toward TrueFan engagement" in 2025. Talking about it like it's some revolutionary concept. But you and I? We know the real revolution happens when you perform in someone's living room for 50 people who are there specifically to hear your stories, your truths, your songs.

Do you know what happens in that room? Not just 50 people listening— as John explained— it's those 1,225 individual connections being forged, all centered around you and your music. 

That's Synergy. That's Magic. That's a power that no streaming algorithm or social media platform can touch.

And that's why I'm building New Music Lives™. Because your songs matter. Your stories matter. Your voice matters. And somewhere out there, someone needs to hear what only you have to say— just like I needed to hear Kristofferson all those years ago.

The industry is finally catching up to what we've known all along: real connection between Singer Songwriters and their audiences is what truly matters. I'm not interested in waiting for them to figure it out. I'm interested in giving you the space to create those connections now, today, in living rooms, backyards and other intimate venues where every word carries weight and every note finds its mark and spark.

It's time to bring your music back where it belongs— in places and hearts. Truly. More than you know.  

Live! as I keep saying: 'Back To the Future.'

Until we speak again...

Thank You So Much our True Fans for reading the AMP. 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...