the TrueFans AMP— Magazine Issue 140

Helping Music Artists build real careers 
— without selling their soul. 

____________________ 

Expose yourself to your deepest fear. After that, fear has no power, and fear of freedom shrinks and vanishes. You are free. 
— Jim Morrison

In This Issue... 19 pages (about 28ish minutes to read) You'll Get...  ____________________ 

• Recommends— Speaking & Listening: The Most Underrated Career Tool in Music 

• Your BIZ— The System Doesn’t Need New Artists Anymore (Ted Gioia Sees It  Clearly) 

• Greatest Music Artists of All Time— Harry Styles: From Global Pop Star to  Fearless Artist 

• in partnership with Mike Goodrich and Your Inner Singer 

• TrueFans Feature— The “I Can’t Sing” Myth (And the Skill Most Artists Never  Train) 

• P.S. from PS— You Don’t Need More Information

Here’s the playlist

Everything you want as a Music Artist— fans, collaborations, opportunities— lives inside conversations. Not just what you create… but most importantly how you connect. Here's where that begins. This might be the missing piece for you. 

• Recommends— Speaking & Listening: The Most Underrated Career Tool in Music from Paul Saunders 

Life is Conversation and Conversation creates Connection. 
— John Fogg 

I’ve known John for more than 30 years. Long enough that we’re way past the polite stage. I’ve stayed at his home with my kids. We’ve talked, worked, struggled, laughed and over all that time, I’ve watched him do something most people don't know about.

He’s spent a lifetime studying, practicing, and teaching something that sounds simple… but isn’t. 

Speaking and Listening. 
What to say, and how to say it. 
When to ask, and when to be still. 

And I’ll say this right here— if I had actually applied even a fraction of what he’s shown me over the years, I’d be better at what I do. Not a little better. Way better. Meaningfully better— more effective, more connected, more successful, too. That’s just the truth. 

Here’s where this matters for Music Artists. 
Most careers are built around the work itself— write better songs, make better records, give better performances. And yes, that matters. It’s essential.  

But it’s not the whole game. 
Because everything that happens to your career— from fans to collaborations to opportunities and deals— lives inside conversations. With people. And those conversations either create connection… or they don’t. 

Fans don’t become TrueFans because they heard your song once. They become TrueFans when something deeper happens— when they feel like you get them, or they get you. I say both.  

When there’s a sense of relationship, even at scale. 
That doesn’t come from broadcasting. 

It comes from connection. And connection is created in how you speak… and how you listen. 

What you say matters. The artists who build real connection know how to speak in a way that invites people in— asking, sharing, responding— not talking at fans, but with them. 

The same is true when you’re working with other artists. Co-writing, producing, building a band, dealing with managers— these are human environments. Most people are talking, waiting to talk, or reacting. Very few are  actually listening in a way that opens things up. 

John teaches you how to listen for what matters— what’s underneath the words. When you hear that, the work gets better and the relationships get stronger. 

And just as important, you learn what to say— and how to say it— so things move forward instead of stalling out. 

It even shows up on stage.  

Quoth the Boss: 

“My shows are a conversation between me and my audience.” 

The best performers aren’t just delivering songs. They’re in a kind of exchange with the audience. They feel the room and respond— what they say between songs, how they say it, even what they leave unsaid shapes the connection. 

That’s Speaking & Listening at work. 
And it shows up in songwriting. 

Because when you listen deeply, you hear what’s real. What carries weight. And then comes the other half— finding the words for it. Saying it in a way that lands. That’s where great songs come from. 

Great Listening opens the door. 
Great Speaking walks through it. 

What John has done over decades is take something we all think we already know how  to do— and reveal how much more there is to it, and how practical it is. 

This isn’t theory. It’s usable. In conversations, sessions, shows, and everyday life. And here’s the part that matters: 

Almost no one is doing this consciously. 
Which means if you do, it becomes an edge. A real one. 

John isn’t flashy about it. He’s not selling hype. He’s been doing the work— writing, teaching, refining it— for a long time. 

And every time I come back to it, I find something I missed. 
Usually because I wasn’t really listening. Or I wasn’t saying what needed to be said. 

If you’re serious about building a real career as a Music Artist— this is worth your time. It will improve your relationships, your collaborations, your connection with fans… and your work itself.

Start here.

Subscribe to John's Speaking & Listening on Substack (free or paid)

Read it. Try it. Use it. 
And see what happens when you get better at both sides of the conversation.

Something’s changed. 
Not overnight. Not loudly. 
But enough that you can feel it. 

• Your BIZ— The System Doesn’t Need New Artists Anymore (Ted Gioia Sees It  Clearly) based on Ted's article New Music Is Slowly Dying 

When Ted Gioia says new music is “slowly dying,” he’s not being dramatic.
He’s being precise. 
Because what he’s really pointing to isn’t a decline in creativity. It’s a shift in  incentives. 

The music business used to run on discovery. 
Find talent. Develop it. Break it. 
That was the model. 

Now? 
It runs on ownership. 
Catalogs. Rights. Proven songs with predictable returns. 
Safer. 
Easier. 
More scalable. 

So the question changed. 
From… 
Who’s next? 

To… 
What already works? 

Streaming didn’t fix this. 
It accelerated it. 

Algorithms don’t take risks. They repeat what’s already working. And listeners— nudged by convenience— follow along. 

The result? 
New music struggles to surface, let alone stick. 

And then there’s AI. 
Not as a creative partner. As a replacement strategy. Generated tracks. Artist impersonations. Music without musicians— monetized at scale. 

And the platforms? 
They’re not shutting it down. 
They’re figuring out how to profit from it. 

Here’s the insight most artists miss. 
The system isn’t broken. 
It’s working exactly as designed. 
Just not for you. 

Because the system no longer needs new artists to make money. 

Let that land. 

So where does that leave you? 

Not stuck. Free. 
When the gatekeepers stop opening gates… 
You stop waiting at the gate. 

This is where Gioia’s warning turns into your opportunity. Because while the industry is busy monetizing the past and experimenting with artificial music… There’s one thing it cannot replicate. 

Connection. 
Real people. 
Real songs. 
Real moments. 

That’s where the power is shifting. Away from platforms. Toward audiences. 

Gioia points to Taylor Swift not as a celebrity example— but as a structural one. She built direct connection. She built leverage. She made the system come to her. 

You don’t need her scale. 
You need her direction. 

A smaller audience that knows you… 
…is worth more than a massive one that doesn’t. 

That’s the game now. 
Not more listeners. 
Better listeners. 

So instead of chasing streams… 
Build relationships. 

Instead of feeding the algorithm… 
Serve your audience. 

Instead of hoping to be discovered… 
Become known. 
Because here’s the truth. 

The future of music won’t be decided by platforms. 
It will be decided by people. 

One fan at a time. 
One connection at a time. 

And if you build that? 
You don’t need the system. 
You’ve got something stronger. 

__________  

Ted's original piece, New Music Is Slowly Dying is a great read with lots more detail.  Tap the link.  

About Ted Gioia— the Honest Broker 
Ted Gioia is one of the world’s foremost authorities on music, celebrated for his deep understanding, thought-provoking insights, and ability to uncover the stories behind the songs that shape our lives. A prolific writer, historian, and critic, Ted has authored eleven books, including the widely acclaimed The History of Jazz, now in its third edition and considered a definitive work in the field. 

Beyond the page, Ted Gioia is a champion of independent music and creative expression. His popular Substack newsletter, The Honest Broker, is a must-read for those seeking fresh perspectives on music and culture, offering an eclectic mix of reviews, commentary, and curated playlists. 

To learn more about Ted Gioia and his work, visit tedgioia.com. And on substack at the Honest-Broker.

• In Partnership with Mike Goodrich, Your Inner Singer

From boy band phenomenon to one of the most intriguing solo artists of his generation, Harry Styles didn’t just make the leap— he redefined what the leap could be. Not overnight. Not by accident. 

• Greatest Music Artists of All Time— Harry Styles: From Global Pop Star to  Fearless Artist 

When Harry Styles first appeared as a teenager on The X Factor, few could have predicted the arc his career would take. Yes, there was fame. Yes, there were fans. But what’s unfolded since is something deeper— an artist steadily claiming his voice, his identity, and his place in music history. 

The Beginning: Fame Before Foundation 
Harry Styles was born February 1, 1994, in Redditch, England, and raised in Holmes Chapel. Like many artists, music showed up early— but unlike most, his career ignited before it had time to fully form. That matters, because...  

What he gained in exposure, he didn’t yet have the chance to earn in artistic direction. 

He was dropped into the global machine of One Direction and everything that came with it: stadium tours, relentless schedules, and a fanbase that grew at a pace few artists ever experience. 

Massive success. 
Minimal control. 

Inside that structure, though, there were early signs. A broader musical curiosity. A sense of taste that didn’t quite fit the box. He was listening beyond the moment—even if he couldn’t yet act on it. 

“He always had that spark— the sense that he was listening to more than what was in front of him.”  
— Simon Cowell 

The Pivot: Choosing the Artist’s Path 
When One Direction went on hiatus in 2016, Styles faced a decision that separates careers from trajectories: stay in the lane that made you famous, or step into the uncertainty of becoming something more. 
He chose uncertainty. 

His self-titled debut album, Harry Styles, 2017, didn’t chase pop trends. It leaned into classic rock— Bowie, Fleetwood Mac, The Rolling Stones. It felt less like a debut designed to succeed and more like an introduction to who he actually was.
A shift. 
A risk. 
A signal. 

“He didn’t go for the obvious. That takes guts.”  
— Stevie Nicks 

Sign of the Times set the tone— expansive, emotional, and unafraid to be different. Not a pivot for attention. A pivot for identity. 

The Evolution: Finding His Voice 
With Fine Line (2019), Styles didn’t just continue— he expanded. Pop, rock, funk, soul — all present, but not competing. Integrated. Confident. His. 

Songs like Adore You, Watermelon Sugar, and Falling revealed something essential: he wasn’t just performing anymore. 
He was inhabiting the music. 

“Harry has become a true artist— someone who understands emotion and translates  it into music.”  
— Elton John 

The Grammy for Watermelon Sugar mattered, of course. But more than that, it confirmed what listeners were already sensing. 
He had arrived. 

The Performer: Connection Over Spectacle 
On stage, Styles separates himself in a way that aligns directly with everything we talk about in TrueFans. Yes, the shows are large. Yes, the production is world-class. But that’s not what people remember most. 
It’s the feeling. 
The way he engages. 
The way he speaks to fans mid-show.  
The way moments unfold that aren’t scripted but shared.  
It doesn’t feel like performance as much as participation. 

“He makes 20,000 people feel like they’re in the same room with him.” 
— Lizzo 

That’s not scale. 
That’s connection. 
And it shows up in the results.  

Love On Tour became one of the highest-grossing tours of the decade— not just because people wanted to see him, but because they wanted to experience him...
again. 

The Person: Expanding Identity 
Styles’ personal life and public expression have become part of his impact, though he rarely frames them that way. He doesn’t lecture or declare. He simply shows up— consistently and authentically. 

Fashion, identity, openness— it’s all there. Whether it’s a Vogue cover in a dress or a casual moment that quietly challenges expectations, the message lands without being pushed. 

“He’s redefining masculinity in a way that’s freeing for a lot of people.” 
— Emma Corrin 

No campaign. 
No explanation. 
Just presence. 

The Craft: Songwriting and Influence 
Underneath everything is the work. Styles has taken increasing ownership of his songwriting, collaborating with a trusted circle while maintaining a clear sense of direction. That balance— open but not diluted— is rare. 

His lyrics tend to explore universal themes: love, loss, identity, growth. Simple on the surface, but not shallow. There’s restraint in the writing, a willingness to leave space for the listener. 

“He understands the power of restraint— of saying just enough.” 
— Paul McCartney 

Musically, he draws from the past without getting stuck in it. 
Influence, not imitation. 

The Track Record 
The numbers are there. Multiple number-one albums in the US and UK. Grammy winner. Brit Awards. American Music Awards. Billions of streams. One of the highest grossing touring artists in the world. 

All true. 
And still… Numbers don’t tell the whole story.  

Plenty of artists have numbers.
Fewer have direction.  
Fewer still have both. 

The Legacy: Still Being Written 
Harry Styles’ legacy is still unfolding, which makes it more interesting— not less. He’s not repeating. He’s exploring. And even now, certain patterns are clear. 

He transitioned from manufactured fame to authentic artistry. He built a fanbase that moves beyond attention into loyalty. And he’s done it without losing curiosity. 

“The best artists keep becoming. Harry’s one of those.”  
— Shania Twain 

Still becoming. 
That’s the tell. 

For Music Artists Reading This… 
There’s a lesson here— but it’s not imitation. It’s orientation. 

Styles didn’t follow the obvious path laid out for him. He listened— to his taste, his  instincts, his sense of what felt true. Then he made choices that aligned with that, even when those choices carried risk. 

He didn’t chase connection as a tactic. He created it as a byproduct of being present, consistent, and real. 

And over time, that built something far more durable than attention. A career that feels like his. 
That’s the game. 

What if the thing stopping you… isn’t true? 
What if “I can’t sing” isn’t a limitation— but a misunderstanding? 
Ad what if fixing it is simpler than you think? 

• TrueFans TakeAway— The “I Can’t Sing” Myth (And the Skill Most Artists Never  Train) 

What if the thing stopping you… isn’t true? 
What if “I can’t sing” isn’t a limitation— 
but a misunderstanding? 
And what if fixing it is simpler than you think? 

The Myth 

“I can’t sing.” 

It might be the single most common sentence that stops more music than anything else. Not lack of passion. 
Not lack of desire. 
Not lack of ideas. 
Just that one belief. 

We’ve been sold a story— that singing is something you either have or you don’t. That some people are born with it, and the rest of us are meant to listen from the seats and sidelines. 

So people try once. Maybe twice. They don’t like what they hear… and they’re done. Case closed. 

What’s Actually True 
Here’s what’s far closer to reality: 

Almost everyone has the same basic vocal equipment— vocal cords, lungs, and a body that can act as a resonating chamber. The instrument is there. 

What’s missing isn’t the instrument. 
It’s coordination. 

Singing is your brain managing breath, pitch, timing, listening, and muscle control— all at once, in real time. It’s constant adjustment. Subtle corrections. Tiny refinements happening moment by moment. 

That’s not a gift. 
That’s a skill. 
And like any skill, it can be trained. 

The Quiet, Powerful Statistic 
Here’s the part that should stop you: 

Roughly 85–90% of people who believe they can’t sing… actually can. 

They just never trained the coordination required to do it well. 
No mystery. 
No secret club. 
No one keeping you out. 
Just untrained ability. 

Where Artists Get Stopped 
This is where it matters. 
Because most artists don’t fail. 
They stop. 

They hit that first uncomfortable phase— where what they hear doesn’t match what they want— and they back away. 
Not because they’re incapable. 
Because they’re untrained. 
And instead of calling it what it is, they label it: 

“I’m not a singer.” 

The Real Divide 
It’s not: 
Gifted vs. ungifted. 

It’s: 
Trained vs. untrained. 

That’s the line. 

And it applies to everything— singing, writing, performing, producing. 

The artists you admire didn’t start where they are.  
They stayed long enough to gain control. 

The TrueFans Connection 
Fans don’t connect to perfection. 
They connect to clarity. 
To confidence. 
To identity. 

And all three come from control. 
Control of your voice. 
Control of your delivery. 
Control of your expression. 

Not perfect. 
True. 

The Work (No Way Around It) 
You don’t build coordination by thinking about it. 
You build it by doing. 
Reps. 
Listening. 
Adjusting. 
Repeating. 

Awkward at first. 
Then better. 
Then natural. 

One Clean Truth 
There is an instrument inside you. 
Right now. 
Not someday. 
Not “if things work out.” 
Right now. 
And it’s capable of far more than you’re currently asking of it. 

The TakeAway 
“I can’t sing” is not a diagnosis. 
It’s a misunderstanding. 

You don’t lack talent. 
You lack trained coordination. 
And that’s good news. 

Because talent is uncertain. 
Training is available. 

__________  

And if you are looking at training, you cannot do better than Mike Goodrich and Your  Inner Singer. Check out the gold • in Partnership box in this issue to learn more.  ____________________ 

There’s a thread running through this entire issue. 

Different topics. Different angles. Different voices. But sit with it for a minute and something starts to come into focus— not softly, not subtly, but clearly. We don’t have an information problem. We have an action problem. 

• P.S. from PS— You Don’t Need More Information 

Let me say this as plainly as I can. 

Most Music Artists already know enough to move their career forward. 
More than enough.  

You’ve read the articles, watched the videos, saved the posts, and subscribed to newsletters— the AMP, included. You know you should be building real relationships with fans. You know consistency matters. You know connection beats attention. You  know your work gets better the more you do it. 

None of that is hidden anymore. None of it is secret. 
And yet, there’s a gap. 
A quiet one. Between knowing… and doing. 

That gap is where most careers stall out. Not because people aren’t talented. Not  because they don’t care. But because doing the obvious things— over and over, without applause— feels harder than finding something new. Something easier. Something that  promises a lift. 

I’ve watched this for decades. Different eras, same pattern. Back when I was a DJ,  Music Artists thought getting on the radio was the answer. Before that, it was getting signed. Now it’s playlists, algorithms, social hacks— pick your poison. 

The surface changes. The behavior doesn’t. 

People reach for leverage before they’ve built anything worth leveraging. 

And here’s the part that doesn’t get said enough. Doing the real work requires you to be seen— not as a brand, but as a person. It means reaching out to someone who might not respond. Following up when it feels awkward. Starting conversations without knowing where they’ll go. And listening— really listening— without waiting for your turn. 

That’s not strategy.  
That’s exposure.  
That’s risk. 

And most people would rather learn one more tactic than step into that. 

So they stay busy. Researching. Planning. Tweaking. Optimizing. It looks like progress.  It feels like progress. But it’s safe. No risk. No rejection. No real connection. 

And without connection, nothing sticks.  
Not the music.  
Not the moment.  
Not the career. 

The artists who get through this— who actually build something— aren’t doing anything exotic. They’re doing the simple things longer. They show up. They respond. They remember names. They care enough to stay in the conversation, whether it’s working or not. 

They don’t need a new tactic every week. They need the willingness to keep going when it gets quiet, when it gets slow, when it gets uncertain. 

That’s where most people stop. 
Not at failure. At boredom. At repetition. At the point where it stops being exciting and starts being work. 

But that’s also the point where it starts working. 

So before you go hunting for the next strategy, the next platform, the next edge… stop for a second. 
And ask yourself— honestly— What do I already know that I’m not doing? 

Not in theory. In practice. Today. 
Because that answer… is where your career lives. 

Thanks for reading. Give us your feedback.

And PLEASE, if you've got any Music Artist friends, pass the TrueFans AMP™ on, because... It’s Time... for a Change. Big Time. Past Time...