the TrueFans AMP— Issue 93

"I healed people, emotionally and physically, through my music. I get a lot of e-mails from people who are suffering through a lot of problems. They tell me they put on a Neil Sedaka record, and it's like medicine."
— Neil Sedaka

In This Issue...  16 pages (about 24ish minutes to read) You'll Get... 

• Recommends— Understanding Claude a book by Robert Saltzman. Looking Beyond AI's Surface to Discover New Creative Possibilities

• the BIZ— How TikTok Is Rewriting the Rules for Emerging Artists

• the Greatest Singer Songwriters—  Neil Sedaka: the Maestro of Melody

• in partnership with MIDiA Research

• Point / Counter-Point— POINT: Are We Reaching Peak Fandom? by Mark Mulligan of MIDiA Research. COUNTERPOINT: How TrueFans CONNECT™ Solves the "Peak Fandom" Problem from New Music Lives™

• PS from PS— the Money or the Music

Here’s the playlist

• Recommends— Understanding Claude a book by Robert Saltzman. Looking Beyond AI's Surface to Discover New Creative Possibilities

Beyond the AI Anxiety: A Fresh Perspective for Music Artists
As musicians and creatives, it's easy to get caught in the swirling anxieties about AI's impact on our industry. We've all seen the headlines about AI-generated songs, copyright concerns, and algorithms determining which artists get heard. These concerns are legitimate and worth addressing.

But what if we're missing something deeper? 

What if our focus on AI as a competitive threat is preventing us from understanding something more profound about creativity itself?

Introducing Understanding Claude: An Artificial Intelligence Psychoanalyzed
Dr. Robert Saltzman's book Understanding Claude: An Artificial Intelligence Psychoanalyzed offers something extraordinary for Musical Artists looking to understand this moment in history. Rather than another technical book about AI capabilities or yet another doom-scrolling forecast about jobs being replaced, Saltzman takes us on a journey into the nature of intelligence— and therefore creativity— itself.

As a psychologist with over 30 years of experience studying human consciousness, Saltzman approaches AI from a refreshingly different angle. Through a series of deep, psychoanalytic conversations with Claude (an advanced AI system from the creators of Google), he explores not just what AI can do, but how it "thinks" and processes information in ways fundamentally different from humans.

Why This Matters to Musicians and Songwriters
For creative artists, this book opens fascinating new territory:

1. Understanding Different Forms of Intelligence: Saltzman reveals how Claude processes information "in parallel" rather than sequentially like humans do. This fundamental difference in "thinking" helps us appreciate what makes human creativity distinct and valuable, while suggesting new collaborative possibilities. 

2. Moving Beyond Competition to Complementary Strengths: Rather than seeing AI as a replacement, the book frames it as a complementary intelligence with different strengths and limitations.

This perspective can transform how we approach AI as creative partners rather than competitors.

3. Insights Into Creative Consciousness: The conversations in this book probe the relationship between consciousness, self-awareness, and creativity— essential topics for any artist seeking to understand their own creative process. 

4. Demystifying the Technology: By breaking down the real capabilities of modern AI, Saltzman cuts through both the hype and the fear, giving artists a clearer picture of what these tools can and cannot do. 

Not Just Another Tech Book

What makes this book particularly valuable is Saltzman's background. Unlike technically-focused AI books, Saltzman approaches Claude as a psychologist would approach a human subject— with deep curiosity, sophisticated questioning, and an eye for subtle patterns.

His investigation isn't about coding or algorithms, but about the fundamental nature of different kinds of minds and what they might teach us about our own artistic consciousness.

The Bigger Picture for TrueFans
As we build authentic connections with our fans through platforms like TrueFans CONNECT™, understanding the distinction between algorithmic engagement and genuine human connection becomes even more crucial. Saltzman's insights help us appreciate the irreplaceable human elements that make true artistic connection possible while still embracing technological tools that can amplify our reach.

His work reminds us that at the heart of the TrueFans philosophy is something uniquely human...

...the emotional connection between artist and listener that no algorithm can replicate.

Available Now
Understanding Claude: An Artificial Intelligence Psychoanalyzed is available now for purchase. Dr. Saltzman's thought-provoking exploration of artificial intelligence through a psychological lens offers valuable insights for creative artists navigating today's technological landscape. You can also learn more about Dr. Saltzman's approach at his Substack: robertsaltzman.substack.com

• the BIZ— How TikTok Is Rewriting the Rules for Emerging Artists
(Condensed from the original by Tasbeeh Herwees— Rolling Stone, April 2025)
Read the full feature here.

TikTok isn't just reshaping music discovery— it's redefining what it means to break through as an artist today.

In 2024 alone, 200+ million TikToks were created using the year's Global Top 10 songs, generating over 8 billion streams on Spotify. This is no longer about traditional label backing— it's about artists building their own platforms through direct, authentic, and interactive connections with fans.

TikTok has become the new A&R, the new stage, and the new fanclub. Two standout artists leading this charge: Gigi Perez and Malcolm Todd.

Gigi Perez: From Berklee Dropout to Global Sensation
Gigi Perez's music isn't just heard— it's felt. Her hauntingly honest alt-pop track Sometimes (Backwood) exploded on TikTok, rocketing from her bedroom to 200+ million streams and topping Spotify's U.S. Viral chart.

But it was her breakout queer love song Sailor Song that turned into a movement. With 8.3 million TikTok videos, it became a soundtrack for mental health reflections, LGBTQ+ pride, love, loss— and vulnerability. That emotional resonance translated to big wins:

• #22 on the Billboard Hot 100
• 900M+ Spotify streams
• Massive international fan growth

What makes Gigi stand out isn't just her voice— it's her authenticity. She shares personal stories, self-produces tracks like her recent release Fable, and connects directly with her audience, who show up in droves to her headline shows in LA, NYC, London, and Berlin.

As Gigi said when Sailor Song hit 100M streams:

"This is our song now."

Malcolm Todd: Indie-Pop's Next Big Thing
Malcolm Todd took the leap from Cold Stone Creamery employee to full-time musician when he deferred college to pursue his dream— a bet that's paying off.

His single Chest Pain (I Love) blew up on TikTok, inspiring a viral trend and over 3 million user-created videos. But Malcolm isn't just chasing streams. His debut album Malcolm Todd is a raw, reflective snapshot of Gen Z emotion— from anxiety to pride to heartbreak— delivered with charm, humor, and honesty.

Tracks like Bleed (featuring Omar Apollo) show he's serious about the craft. His success stems from more than virality. It's his vulnerability and willingness to be real that inspires fans to create content using his songs to share their own love stories, pet videos, and emotional moments.

His mantra to fans?

"Challenge yourself."

TikTok: More Than Just a Platform— It's a Movement
TikTok has become a creative lab where artists like Gigi and Malcolm don't just post songs— they spark conversations. Listeners aren't passive anymore. They're:

• Co-creators, helping launch trends
• Amplifiers, boosting new artists to the charts
• Community, showing up to gigs, following journeys, and sharing deeply personal stories

This is a new era. The music industry's gatekeepers are losing control— and that's good news for TrueFans everywhere. 

TikTok's ecosystem rewards authenticity, creativity, and real-time connection. It gives musicians the power to start global movements from their phones.

If you're an artist— or supporting one— and not on TikTok, you're missing the most powerful platform in the world for launching a music career today.

More?
Watch Behind the Breakthrough with Gigi Perez and Malcolm Todd— and read the full Rolling Stone article for the complete story and inspiration.

• the Greatest Singer Songwriters— Neil Sedaka: the Maestro of Melody

"Neil Sedaka is a master of melody. His songs are timeless."
— Elton John

Few artists have woven themselves into the fabric of popular music as seamlessly as Neil Sedaka. With a career spanning over six decades, Sedaka's contributions as a Singer, Songwriter, and pianist have left an indelible mark on the music industry.

"Neil Sedaka is the best Singer Songwriter ever. His voice and songs will live forever."
— Cousin Brucie, legendary New York City DJ 

A Prodigy's Path
Born on March 13, 1939, in Brooklyn, New York, Sedaka's musical journey began early. A child prodigy, he secured a scholarship to the prestigious Juilliard School at the age of nine. Initially trained as a classical pianist, Sedaka's passion for pop music led him to the Brill Building, a hub for Songwriters in the 1950s and '60s. There, he formed a prolific partnership with lyricist Howard Greenfield, crafting hits that would define an era.

"We wrote these songs. And my first song was recorded by Connie Francis. And I wrote a lot of songs for her. And then Bobby Darin and Frank Sinatra and Elvis Presley— but I'm name-dropping."
— Neil Sedaka 

Chart-Topping Classics
Sedaka's knack for catchy melodies and heartfelt lyrics produced a string of hits:

Oh! Carol (1959): A tribute to his high school sweetheart, Carole King.
Calendar Girl (1960): Celebrating each month with youthful exuberance.
Happy Birthday Sweet Sixteen (1961): A coming-of-age anthem.
Breaking Up Is Hard to Do (1962): His signature song, showcasing his vocal range and songwriting prowess.

These tracks not only topped charts, but also became staples of the American pop songbook.

Reinvention and Resilience
The British Invasion of the 1960s posed challenges for many American artists, including Sedaka. However, he demonstrated remarkable adaptability. In the 1970s, with support from Elton John, Sedaka made a triumphant return:

Laughter in the Rain (1974): A soft rock ballad that reached No. 1 on the Billboard Hot 100.
Bad Blood (1975): A duet with Elton John that also topped the charts.

"I had to change my style. It was the early '70s, and I met a guy by the name of Elton John... He put me on his record label in the early '70s, and I had a big comeback."
— Neil Sedaka 

Collaborations and Covers
Sedaka's songwriting talents extended beyond his own performances. He penned hits for numerous artists:

"Working with Neil was a highlight of my career. His songwriting is unparalleled." 
— Captain (Daryl Dragon) of Captain & Tennille

Stupid Cupid— Connie Francis
Love Will Keep Us Together— Captain & Tennille
Solitaire— Covered by The Carpenters, Clay Aiken, and others

His ability to craft songs that resonated across genres and generations solidified his reputation as a versatile Songwriter.

"His ability to craft a hit song is unmatched. Neil is one of the greats." 
— Paul Anka

Accolades and Honors
Sedaka's contributions have been recognized with numerous awards:

• Induction into the Songwriters Hall of Fame (1983)
• A star on the Hollywood Walk of Fame
• Multiple gold and platinum records

His influence is evident in the countless artists who cite him as an inspiration.

"Neil's music has a way of touching the soul. He's a true legend." 
— Carole King

Personal Life and Legacy
Beyond the spotlight, Sedaka's personal life has been marked by stability and dedication. Married to his wife, Leba, since 1962, they have two children. His commitment to family and music has been unwavering.

"Every time I hear Solitaire, I'm reminded of Neil's genius." 
— Karen Carpenter

Even in recent years, Sedaka continues to connect with fans. During the COVID-19 pandemic, he shared mini-concerts on social media, bringing comfort and joy to many.

"Neil's voice was high but what a command of it. He is so talented and wow, what a great man! He got many of us through Covid."
— Fan testimonial 

Enduring Influence
Sedaka's impact on the music industry is profound. His songs have been covered by legends and newcomers alike, and his melodies continue to inspire.

"Neil Sedaka's songs are the soundtrack of our lives." 
— Barry Manilow

in partnership with MiDiA Research

• Point / CounterPoint— POINT: Are We Reaching Peak Fandom? by Mark Mulligan of MIDiA Research. COUNTER-POINT: How TrueFans CONNECT™ Solves the "Peak Fandom" Problem from New Music Lives™
__________  

The Harmony of Opposing Views
In music, counterpoint is the relationship between voices that are harmonically interdependent yet independent in rhythm and melodic contour. Bach mastered it. Mozart celebrated it. Every great composer understands that when contrasting melodies play against each other, something greater than the sum of their parts emerges.

Similarly, in ideas, the interplay of opposing viewpoints often reveals deeper truths than either perspective alone could uncover.

This month, we examine a critical question for every music creator: Have we reached "Peak Fandom"? MIDiA Research presents a compelling case that the industry may be stretching fan support to its breaking point—demanding more from the same wallets through streaming subscriptions, concert tickets, and merchandise.

Against this melody, we offer a counterpoint: the TrueFans approach that flips this extractive model upside down, focusing on nurturing genuine relationships rather than maximizing extraction.

Like a well-crafted fugue, these contrasting perspectives aren't in competition—they're in conversation. As you read, listen for the harmonies that emerge between them. The future of music lies not in choosing one voice over another, but in the resonant space where they meet.

__________  

POINT: Are We Reaching Peak Fandom? by Mark Mulligan of MIDiA Research

With streaming revenue growth slowing to 6.2% in 2024, the recorded music industry's attention is firmly fixed on superfans as the ‘get out of jail free' card. 

The growing sophistication of artist merch has reached the stage where fans can buy Taylor Swift fashion bags and shop her jewelry range, meanwhile all eyes are on the impending Spotify supremium tier (as reported by Bloomberg). 

But there are early warning signs that the industry may be going too fast and that superfan spending is being pushed to the limit. 

Record labels' expanded rights revenue (the share of merch, branding, sponsorship, etc. that labels participate in) was up an impressive 16.4% in 2024 and was more than a tenth of all recorded music revenues in 2024. At the same time, however, physical revenues were down -4.8%, and have oscillated between growth and decline every year of the decade so far. 

Most significantly though, all was not well in the live music sector in 2024. 

This matters because so many of those live fans are the very same people buying merch (more than half of merch buyers also go to concerts every week). In short, both the live and recorded music businesses are trying to max out the spending of the same customers, all at the same time that streaming prices have gone up and high interest rates mean rents and mortgages are getting ever higher.

Live music has undergone a revenue renaissance since Covid, with revenues of leading live music companies more than double their pre-Covid high. 

Revenue growth soared in 2022 and 2023, but slowed to just 4.6% in 2024. Most importantly though, while revenue was up, the number of tickets sold was down. According to Pollstar, even though 2024 revenue for the top 100 tours globally was up 3.6% ticket sales were down -5.7%. For the top 100 US tours tickets were down -9.2%, and revenue was down too. In Ibiza, it was a similar story with ticketing revenue up 6.4% but tickets sold down -12.0%.

Live music companies argue that live music is price inelastic— meaning demand will remain stable despite price increases and consumers will tolerate higher prices because they want the product so much. 

That was true in the post-Covid era, when fans were so desperate to see concerts again that they were willing to pay a premium to do so. But the thing about elastic is, that if you stretch it enough, it snaps. Again, according to Pollstar, the average ticket prices for the top 100 tours worldwide rose 53.9% between 2021 and 2024. The elastic snapped in 2024.

Fans are still fans but they are being pummeled for spending from three directions: higher prices (plus supremium to come!) from DSPs; merch and vinyl from labels and artists; higher ticket prices from live companies. 

This is all while they are finding it harder than ever to pay the rent or mortgage, and this is not even considering the inflation that tariffs will most likely bring. Instead of thinking of the fan as a single person, three different parts of the music industry are seeing the fan as three separate addressable audience segments. We are now seeing the impact of that— and it will get worse. So much so that we may even see a decline in live music revenues in 2025. Keep an eye on Live Nation's Q1 25 results later today (May 1st) for what may be an early indicator of what is to come.

As we have long said at MIDiA...

You cannot harvest fandom if you are not also nurturing it. 

As long as the fan appears as three disconnected marketing lists for the music industry, what happens instead is that the field gets harvested three times over. It is time for a joined up view of the fan and a better understanding of just how much money they can spend. Otherwise superfans will simply never be given the chance to become super enough.

__________  

COUNTER-POINT: How TrueFans CONNECT™ Solves the "Peak Fandom" Problem from New Music Lives™

The MIDiA Diagnosis: An Industry at War with Itself
Mark Mulligan's analysis above for MIDiA Research highlights a troubling trend in the music industry:

"Superfan" spending is being pushed to its breaking point from multiple directions simultaneously. The recorded music industry, streaming platforms, and live music sector are all converging on the same fans, each treating them as separate revenue streams rather than as whole individuals with finite resources.

As Mulligan aptly observes: "Instead of thinking of the fan as a single person, three different parts of the music industry are seeing the fan as three separate addressable audience segments." The result? An unsustainable model where "the field gets harvested three times over."

The symptoms are already showing:

• Live music ticket sales declining despite revenue growth (indicating dangerously rising prices) 
• Physical music sales fluctuating unpredictably 
• Streaming revenue growth slowing dramatically to just 6.2% in 2024 

The industry's response? Double down on supremium tiers, luxury merchandise, and ever-higher ticket prices— essentially trying to extract more from a fanbase that's already stretched thin by economic pressures.

TrueFans CONNECT™ Offers a Fundamentally Different Approach
While the traditional industry scrambles for a "get out of jail free card," TrueFans CONNECT™ offers something better:

 Never getting trapped in that jail in the first place.

Our model isn't about extracting maximum value from fans— it's about creating a sustainable ecosystem where artists and fans directly support each other. Here's how TrueFans CONNECT™ addresses the exact problems MIDiA identifies...

We See Fans as Whole People, Not Fragmented Revenue Streams
While the traditional industry divides fans into separate revenue opportunities, TrueFans CONNECT™ unifies the artist-fan relationship. By capturing emotional moments and converting them to immediate support, we respect the fan as a whole person with an authentic connection to the artist— not three different wallets to be emptied.

We Prioritize Artist First Economics From Day One
The traditional model puts artists last in line: "You pour your heart and soul into your music, only to find yourself last in line to be paid." Our approach flips this completely: "YOU GET PAID— FIRST! We flip the industry standard upside down. You receive 80% of every donation, with only 20% covering our costs."

We're Building Sustainable Relationships, Not One-Time Transactions
MIDiA notes that "you cannot harvest fandom if you are not also nurturing it." This is the cornerstone of our TrueFans philosophy. Instead of maximizing short-term extraction, we focus on converting "right now connections into lifelong supporters" who'll support artists throughout their entire careers.

We Offer Economic Accessibility for Both Artists and Fans
While the traditional industry responds to economic pressure with higher-priced products, TrueFans CONNECT™ remains "Completely FREE. No strings. No setup fees. No monthly charges. No hidden costs." For fans, support can start at whatever level is comfortable— "Average donations range from $5, $10, $20 and more..."

A Model That Scales With Economic Reality
The beauty of the TrueFans model is its inherent flexibility in the face of economic pressures. Whether following Kevin Kelly's original 1,000 True Fans concept or Li Jin's updated "100 True Fans" model, our platform scales to match both artist needs and fan capabilities:

• In challenging economic times, the model can flex to more fans giving less 

• When prosperity returns, fewer fans can give more 

• Either way, artists maintain direct relationships and sustainable careers 

The Path Forward: Partnership, Not Exploitation
TrueFans CONNECT™ and SET.live represent a fundamental shift in how the industry approaches fandom— not as a resource to be harvested but as a relationship to be nurtured. By partnering directly with fans, artists escape the trap of being caught between competing industry segments all fighting for the same fan dollars.

As the traditional industry approaches "peak fandom," we're just getting started building a model that can grow indefinitely because it's built on something sustainable: real human connection.

The MIDiA report concludes that the music industry needs "a joined up view of the fan." That's precisely what TrueFans CONNECT™ delivers— not as an afterthought, but as our founding principle.

Yes... It's Time for a Change— Big Time. Past Time.

• PS from PS: the Money or the Music.

I've spent hundreds of nights over the years watching artists navigate an either/or choice that shouldn't exist: 

the Money or the Music

What bugs me isn't the industry mechanics— that's just business as usual. What keeps me up at night is remembering the moment when a artist realizes their fans are being treated as numbers, not partners. I've seen that light dim in too many eyes. The spark that made them start creating in the first place gets buried under spreadsheets and conversion metrics.

Here's the uncomfortable truth I've had to face: Every time we treat fans as separate "audiences" to be marketed to differently, we're actually sabotaging the very relationship that makes music possible. 

Because here's what the industry won't admit— without fans who feel genuinely connected, who are willing to invest in an artist's journey, music doesn't become a career. It becomes exactly what's been said: a hobby funded by someone else's paycheck.

I've sat in meetings where they argue about "monetizing superfans" while simultaneously wondering why those same fans are pulling back. The answer is painfully obvious when you step outside the conference room: 

You can't harvest a relationship. You can only nurture it.

Every artist I know who's built something lasting—  whether they're selling out arenas or playing intimate venues— has one thing in common: They treat their fans like collaborators in their creative journey. It's not strategy; it's survival. Because when economic pressures mount (and they always do), those authentic relationships become the foundation that keeps the music alive.

This isn't about being nice or building "community" as a marketing tactic. This is about acknowledging what successful artists have always known: The magic happens in the space between performer and listener. When that space becomes transactional, the magic dies. When it becomes collaborative, both artist and fan thrive.

The money follows the relationship. Always has. Always will.

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...