Embracing Change in the Music Industry

 

By Allen Johnston – The Music Specialist 

www.asha.com 

As I grow older, my perspective on life and the music industry has shifted dramatically. Gone are the days when success was measured by smoking a joint, nodding your head to a beat, and creating music without a plan. Today’s artists must wear multiple hats—managing finances, booking shows, self-promoting, and staying focused. The carefree lifestyle of getting high every day is no longer sustainable in an economy that demands more. 

The Harsh Realities of Today’s Economy 

Rising gas prices and an unstable economy have forced everyone, including artists, to prioritize survival over leisure. Basic necessities—food, shelter, clothing, transportation, and family care—come before recreational indulgences. Even hustlers have had to adapt, diversifying their income streams to maintain their lifestyles. I’ve seen so-called "pimps" unionize just to secure additional revenue once their workers age out of the game. 

While some still flaunt wealth—throwing money at strippers, buying flashy cars, and living beyond their means—many are secretly dodging bill collectors. Before judging others, take a hard look in the mirror. Financial responsibility is no longer optional; it’s essential. 

 Education: The Artist’s Lifeline 

One way artists can thrive in this new reality is through education. The modern musician must leverage the internet effectively, which requires basic skills like typing and writing clearly. Recently, I attended my godson’s high school graduation in Atlanta, Georgia. He was part of an experimental school program from sixth grade onward. His graduating class earned 1,100 scholarships totaling $23.4 million—$11 million in academics, $7 million in music, and $5 million in athletics. Knowledge pays. 

The Power of Online Promotion 

Smart artists use the web to build and engage their fanbase. Beyond just uploading music, they create direct connections with fans through merchandise, tour updates, and personal interactions. While in Europe, I discovered an online community that crowdfunds emerging artists. Fans contribute to an artist’s "war chest," and once it hits $50,000, the artist gets studio time, production, and global marketing. This model proves how creativity and the internet can fuel success**. 

Selling More Than Just Music 

The digital marketplace has expanded far beyond music. Today, artists can sell physical merchandise, films, and even marketing services online. "Fulfillment centers" now handle inventory, packing, and shipping for a small fee, while call centers manage customer service and sales. The opportunities are endless—if you know where to look. 

The Deeper Purpose of Music 

Understanding why you create music can transform your sound. Commitment to knowledge, integrity, and morality not only enriches your art but also extends your career and income. As the old saying goes: "When the going gets tough, the tough get going." 

The industry has changed. The question is—are you ready to change with it?