the TrueFans AMP Issue 90

In This Issue...  14 pages (about 20ish minutes to read) You'll Get... 

• Recommends— TrueFans CONNECT™ and SET.Live... both FREE

• the BIZ— Music Subscriber Market Shares 2024: Slowdown? What Slowdown? by Mark Mulligan of MIDiA Research

• the Greatest Singer Songwriters— Tom Lehrer: The Satirical Maestro Who Made Music Laugh

• Guest Article— How Confident a Singer Are You? by Dan Thurmon on LinkedIn

•  in partnership with MIDiA Research

• PS from PS—  Did You Say You Want a Revolution?

Here’s the playlist

• Recommends— TrueFans CONNECT™ and SET.Live... both FREE!

You know the story. You've lived it. You pour your heart and soul into your music, only to find yourself last in line to be paid. Or not paid at all. Record labels trap artists in deceptive contracts, claiming ownership of your creativity, leaving you owing them money for your creative work. Streaming platforms offer fractions of pennies for plays. Venues relegate you to background noise, competing with TV screens and drunken chatter. You're giving everything and getting so little in return. This isn't right, fair, or sustainable.

Enough is enough. We hear you. Loud and clear.

Introducing TrueFans CONNECT™— Because Your Music Matters, and So Do You.

TrueFans CONNECT™ is not another tech gimmick or flashy promise. It's a true revolution— a long overdue correction of an industry that's been upside-down for too long. Inspired by Kevin Kelly's groundbreaking idea of 1,000 True Fans, our mission is simple yet transformative: Provide you with RIGHT NOW MONEY and help you create FANS FOREVER.

How We're Changing the Game for You

1. Right Now Money

• Direct, immediate financial support exactly when you need it— right in the moment your music moves someone.

• No waiting weeks or months for venues, labels, or platforms to pay you after everyone else has taken their cut.

• Just display your personalized QR code or Donation button at your gigs, on your merch table, or online, and watch your fans show immediate appreciation. Average donations of $5, $10, $20, or more go straight to your account within days.

2. Fans Forever

• Convert fleeting connections into lifelong TrueFans who'll passionately support your career.

• Create deep, genuine relationships, friendships and partnerships— send newsletters, exclusive content, backstage glimpses, and personal stories directly to your TrueFans.

• Build the tribe of loyal TrueFans who not only love your tenth album as much as your first, but also eagerly spread your music to the world.

Our Strategic Alliance with SET.Live— Your Ultimate Fan Engagement Solution
In partnership with SET.live, TrueFans CONNECT™ empower you to enhance every live show and fan interaction effortlessly. Here's how:

• SET.Live turns your concerts into dynamic digital experiences, capturing vital fan info to fuel your growth without complicated setups—no apps needed.

• SET.Bio seamlessly automates your music links, merch sales, tour dates, and videos, freeing you to focus purely on your art.

• SET.Fan transforms followers into committed TrueFans, bypassing social media's unpredictable algorithms to let you directly own and nurture your fanbase.

With SET.Live's industry-proven technology, once accessible only to major label artists, you now have the tools to elevate your artistry and career independently— no techno-headaches, just powerful results.Z

Opening New Doors with MAX.Live
Through our alliance with MAX.Live, brand sponsorships traditionally reserved for established artists become realistic opportunities for everyone in our community. We've streamlined the process, allowing you to enjoy brand support without complex business hurdles.

We're Not Just Offering a Service— We're Igniting a Movement.

• We're putting artists first.
• We're ensuring fairness and authenticity in artist-to-fan relationships.Z
• We're removing barriers, enabling your creative freedom, and supporting sustainable artistic careers.

It's Personal— Because Your Voice Deserves to Be Heard.
Every day, talented artists like you struggle against gatekeepers, algorithms, and exploitative business practices. Songs that could inspire millions vanish into oblivion. 

That ends today.

TrueFans CONNECT™ isn't the music business-as-usual— it's the NEW music  business as UNusual. It's real, tangible hope that this industry can finally serve the people who matter most: artists and their fans.

Join us. Together, let's build a future where independent musicians thrive—not just survive. Your music matters. Your career matters. And now, at last, you have allies genuinely committed to your success.

TrueFans CONNECT™— RIGHT NOW MONEY and FANS FOREVER.

Because It's Time… for a Change. Big Time. Past Time.

• the BIZ— Music Subscriber Market Shares 2024: Slowdown? What Slowdown? Condensed from Mark Mulligan's article for MIDiA.

The Curious Case of Streaming in 2024
While record label streaming revenue growth slowed to 6% in 2024, subscriber growth remained robust. According to MIDiA Research's latest "Music subscriber market shares Q4 2024" report, streaming services added 85 million net new subscribers in 2024 (just 2 million less than 2023), bringing the global total to 818 million subscribers – a growth rate of 12%, approximately double the revenue growth rate.

How did subscriber and revenue growth become so decoupled? The answer lies in two key factors: Global South expansion and incentivized growth strategies.

Market Leaders: Who's Winning
Spotify continues to dominate with 32% market share, remarkably stable since 2015. This stability is impressive considering the global subscriber base has grown by more than 850% during this period. In 2024 alone, Spotify added 28 million subscribers—  more than the combined total of subscribers added by the next three largest DSPs (Tencent, Apple, and Amazon). As MIDiA notes, "It is easy to take Spotify's success for granted. Don't! This is what a highly effective company that retains an obsessive appetite for growth looks like."

Tencent Music Entertainment remains the second-largest DSP globally with 120 million subscribers, even slightly increasing its global market share in 2024, though competitor NetEase Cloud Music is gaining ground within China.

Apple Music and Amazon Music retained their third and fourth positions respectively, but both had underwhelming years, adding just six million subscribers between them.

YouTube was the fastest-growing global DSP by percentage in 2024, nearly overtaking Apple for the fourth spot. YouTube and Spotify are setting the global pace, with YouTube already dominating in several key Global South markets, including India.

Why Revenue Growth Is Lagging

1. The Global South Shift: A staggering 78% of all subscribers added in 2024 came from outside Europe and North America. While these emerging regions drive subscriber growth, they generate less revenue due to lower subscription prices and less Western music consumption, creating a "double discount" on subscriber value for Western rights holders. 

2. Incentivized Growth: In mature Western markets, streaming services are liberally using free trials to squeeze out the last pockets of growth, which impacts Average Revenue Per User (ARPU). In the US, despite streaming price increases of 9.1% and inflation at 2.9%, subscription revenue grew by just 5.3% and ARPU growth was only 1.9%— meaning ARPU actually decreased by one percentage point in real terms. 

Looking Forward
Despite concerns about the revenue-subscriber disconnect, growing the user base creates a foundation for future monetization strategies. As MIDiA concludes, "it is better for the long term to be growing subscribers as once you have them monetized you can start focusing on growing monetization. Hello supremium.

For TrueFans artists, this data suggests opportunities in emerging markets while highlighting the importance of developing direct fan relationships that aren't dependent solely on streaming revenue.

Tap the link to read the full article on the MIDiA Research website.

• The Greatest Songwriters— Tom Lehrer: The Satirical Maestro Who Made Music Laugh

"In the 1950s and 60s, his songs stunned and delighted listeners with their irreverence, wit and nihilism. Then he gave it all up to teach mathematics. Lehrer is still alive at 97. Tom Lehrer didn't just write songs— he detonated them."

In the pantheon of great Songwriters, Tom Lehrer stands apart— not for the volume of his work, but for its incisive wit, musical sophistication, and enduring relevance. A Harvard-trained mathematician turned musical satirist, Lehrer used his sharp intellect and piano prowess to lampoon everything from politics to pollution, leaving an indelible mark on the world of music and comedy.

"Lehrer's wit and musicality are unparalleled." 
— Randy Newman

Early Life and Education

Born April 9, 1928, in New York City, Thomas Andrew Lehrer showed prodigious musical talent from an early age, beginning classical piano lessons at seven. Entering Harvard at the age of fifteen, Lehrer studied mathematics, earning both his bachelor's and master's degrees. It was at Harvard that Lehrer first began entertaining friends and classmates with witty, irreverent songs.

"Lehrer is the master of biting satire set to music." 
— "Weird Al" Yankovic

Musical Career and Achievements
Lehrer's musical career kicked off in earnest with his self-produced debut album, Songs by Tom Lehrer (1953), featuring classics like The Old Dope Peddler and Be Prepared.  He sold the album independently, eventually achieving widespread popularity through word of mouth and radio exposure.

His subsequent albums, More of Tom Lehrer (1959) and the live recording An Evening Wasted with Tom Lehrer (1959), expanded his fanbase and solidified his reputation as a musical humorist. Lehrer's satire became increasingly topical with the release of That Was the Year That Was (1965), inspired by his work on the American edition of the British television satire That Was the Week That Was. Notable tracks from this period include Pollution, National Brotherhood Week, and The Vatican Rag, each highlighting Lehrer's sharp and daring commentary on contemporary issues.

"A true pioneer in musical comedy." 
— Tim Mincin

Performance Style and Collaborations
Lehrer's performances were noted for their dry delivery and cleverly structured melodies. He seamlessly blended satire and music, captivating audiences with humor that was as thought-provoking as it was entertaining. In the late 1960s and early 1970s, Lehrer collaborated with Joe Raposo on songs for the educational television program The Electric Company, demonstrating his versatility and broadening his influence.

Influence and Legacy
Though Lehrer didn't receive conventional music industry awards, his cultural impact is undeniable. He inspired generations of satirical and comedic artists, influencing performers like "Weird Al" Yankovic, Bo Burnham, and Tim Minchin. Lehrer's clever wordplay and fearless satire paved the way for future generations of musicians who sought to blend commentary with entertainment.

"His songs are as relevant today as they were decades ago." 
— Bo Burnham

In 2020, Lehrer generously placed his entire catalogue into the public domain, enabling free access and ensuring his songs continue to resonate with new audiences.

Lehrer in His Own Words
Reflecting on his songwriting philosophy, Lehrer humorously remarked... 

"If after hearing my songs just one human being is inspired to say something nasty to a friend or perhaps to strike a loved one, it will all have been worth the while."

Activism and Personal Philosophy
Beyond music, Lehrer held strong convictions regarding social and political issues. His work frequently addressed nuclear proliferation, environmental concerns, racial inequality, and religious satire. Lehrer believed that satire had limits in affecting societal change, famously observing its ineffectiveness against authoritarianism in historical contexts, notably referencing pre-World War II Germany.

High Points and Personal Life
Despite his prominence, Lehrer maintained a relatively private personal life. He never married and remained dedicated to teaching mathematics at institutions like MIT, Harvard, and UC Santa Cruz. His decision to retire from public performances in the early 1970s stemmed from his preference for academic life and skepticism regarding satire's long-term effectiveness.

"Tom Lehrer is a genius. Period." 
— Stephen Sondheim

Tom Lehrer's enduring legacy lies in his unique ability to provoke thought and laughter simultaneously. His clever, audacious lyrics remain as relevant today as when first penned, solidifying his esteemed place among the greatest songwriters of all time.

__________  

A Taste of Tom Lehrer

Visit The Tom Lehrer Wisdom Channel and listen to The Vatican Rag the “fabulous version” live from Copenhagen in 1967. The lyrics are below...

The Vatican Rag
[Introduction, spoken]: Another big news story of the year concerned the ecumenical council in Rome, known as Vatican II. Among the things they did, in an attempt to make the church more... commercial, was to introduce the vernacular into portions of the Mass to replace Latin, and to widen somewhat the range of music permissible in the liturgy. But I feel that if they really want to sell a product in this secular age, what they ought to do is to redo some of the liturgical music in popular song forms. I have a modest example here; it's called The Vatican Rag!

First you get down on your knees,
Fiddle with your rosaries,
Bow your head with great respect,
And genuflect, genuflect, genuflect!

Do whatever steps you want if
You have cleared them with the Pontiff.
Everybody say his own
Kyrie eleison,
Doin' the Vatican Rag.

Get in line in that processional,
Step into that small confessional.
There the guy who's got religion'll
Tell you if your sin's original.
If it is, try playin' it safer,
Drink the wine and chew the wafer,
Two, four, six, eight,
Time to transubstantiate!

So get down upon your knees,
Fiddle with your rosaries,
Bow your head with great respect,
And genuflect, genuflect, genuflect!

Make a cross on your abdomen,
When in Rome do like a Roman;
Ave Maria,
Gee, it's good to see ya.
Gettin' ecstatic an' sorta dramatic an'
Doin' the Vatican Rag!

• Guest Article— How Confident a Singer Are You? By Dan Thurmon on LinkedIn

Singing is personal, emotional, physical, and even spiritual.

I am not a confident Singer. Maybe the same is true for you. But before we say, "Oh, I can't sing," hang on. It turns out singing is one of the most powerful, science-backed tools for transformation— and you don't even have to be good at it!

Many studies have shown when you sing, your brain lights up. Memory improves. Stress melts. Mood lifts. Your breath deepens, your posture straightens, and your heart literally finds a healthier rhythm. And the best part? It doesn't matter if you're off-key. 

The magic comes from the act, not the accuracy.

Singing can allow us to bypass neural blocks, and many who struggle with stuttering have found fluency and confidence through singing, including Mel Tillis, Emily Blunt, Bill Withers, Marc Anthony and Ed Sheeran.

People with Alzheimer's or other forms of memory loss may struggle to remember names, dates, places and even loved ones— and then light up and sing perfectly a song from their past.

Think of it this way: Singing isn't thinking. It's an embodied way to be present, express, and to connect— with yourself and others. 

It's personal, emotional, physical, and even spiritual.

My friend Eddie Coker, says "Singing is just speaking with pitch." I like this as it means we can begin where we're comfortable. In the car or the shower, or with friends. Try just a note. A hum. A chorus you love. And then notice how your mind and body change.

Finding your voice— in life, at work, and through chaos— means being willing to use it even when it's shaky. When you're unsure how it will be received. And even if you've concluded or been told "You're not a Singer." Sing anyway. Because your voice isn't just your sound or words. It's your power and presence. 

So today— maybe while you're driving, or cooking, or walking outside— sing something fully and imperfectly now knowing, even off key, we can benefit and be, Off Balance On Purpose. 

Tap to connect with Dan Thurmon on LinkedIn. 

in partnership with MiDiA Research

• PS from PS— Did You Say You Want a Revolution?

“Well you know...
We all want to change the world”

And that's just what we're doing.

When I talk about igniting a movement, I mean it with every fiber of my being. And when you're on fire, people standing next to you either ignite or melt!

New Music Lives™ mission to provide you RIGHT NOW MONEY and FANS FOREVER isn't something we can accomplish alone. True revolutions require strategic alliances with those who share our vision and values.

That's why we're thrilled about our partnership with SET.Tools— a relationship forged in the fires of mutual determination be pioneers of the Artists First Movement.

Here's what makes this alliance so powerful...

SET.Tools has built an incredible ecosystem that major-label artists— think Alicia Keys, Slander, Miranda Lambert, Jelly Roll—  have leveraged for years. Their technology has powered the fan engagement strategies of artists who fill stadiums. But they recognized what we've known all along...

Every Musical Artist deserves these tools, not just those with massive marketing budgets.

When I first met with their CEO Jarred Goldner the synergy was clear. Shortly afterwards our teams met, and it was nothing short of electric. 

We share the same fundamental belief: the music industry's future belongs to artists who build direct, meaningful relationships with their TrueFans. No middlepeople. No gatekeepers. Authentic Win² connections that fuel sustainable careers.

Here's how our partnership transforms your creative journey:

SET.Live + TrueFans CONNECT™ = Transformational Live Shows
Every performance becomes more than just a gig. SET.Live captures crucial fan data without forcing downloads or complicated tech. Your audience checks in digitally at your performance, and suddenly, that person in the third row nodding along to your bridge isn't just an anonymous face. They're a name, an email, a potential lifelong supporter. And with TrueFans CONNECT,™ that can immediately translate their emotional connection with your music into financial support. Right there. Right then.

SET.Bio + TrueFans CONNECT™ = 24/7 Fan Cultivation
Between shows, SET.Bio automates your entire digital presence: tour dates, merch, music links. Freeing you to focus on creating. Meanwhile, TrueFans CONNECT™ ensures those fans you've touched can continue supporting your journey with financial support. Your creative energy goes toward your music, not managing websites or juggling platforms.

SET.Fan + TrueFans CONNECT™ = Fan Relationship Mastery
This is where the magic truly happens. SET.Fan bypasses algorithmic gatekeepers, giving you direct ownership of your fan relationships. Combined with TrueFans CONNECT™ engagement tools, you're not just collecting followers— you're nurturing a community of TrueFans invested in your long-term artistic and financial success.

And there's more on the horizon. Through the alliance with MAX.Live, we're opening doors to brand sponsorships previously reserved only for big deal established artists. This is unprecedented! Independent artists accessing the same brand partnership opportunities that used to require major label backing. And... it doesn't cost you a dime or a $100,000.

To be crystal clear: SET.Tools typically works with mid-tier and established artists. Through our partnership, they're expanding their reach to support emerging talent—  Musical Artists exactly like you. This isn't just about technology; it's about democratizing access to career-building tools that actually work. Finally, High Tech High Touch that works— for everybody!

Together, TrueFans CONNECT™ and SET.Tools create an ecosystem where your art isn't just sustained— it's AMPed Up! Where your voice isn't just heard … It's celebrated. Where your career isn't just possible... It's inevitable.

Join Us In Changing the Music World... For the Better. Forever.

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...