The Fear of Irrelevance: A Timeless Struggle for Independent Musicians

T.L. Mazumdar Author

Oct 09, 2024 |

Explore the root causes of the pervasive fear of irrelevance and the anxiety that plagues independent musicians-learn effective strategies to cope.

Introduction

"What am I in the eyes of most people? A nonentity, an eccentric or an unpleasant person—somebody who has no position in society and will never have" (van Gogh, 1888).

Vincent van Gogh, despite his prolific output—over 2,000 artworks—sold only a few paintings while he was alive and dealt with constant, debilitating anxiety of his work being forgotten after his death. The kind that led to one of the most heartbreaking stories of mental breakdowns to have gone down in history.

Even though his work is now celebrated as revolutionary in the art world, this personal fear of irrelevance plagued him throughout his career, as amply evident in the excerpt above from one of numerous letters to his brother Theo.

For independent musicians in the 21st century, this is a brand of fear that is easy to relate to and increases in relevance every day.

Lacking the needed support from labels, sound mentorship, or healthy work-life balances, many of us struggle with feelings of isolation, financial insecurity, and the pressure to keep up with rapidly changing trends in what often feels like an oversaturated market.

Most of us didn’t see this coming. It crept up on us before we realized what hit.

Modern musicians face unique challenges exacerbated by the digital age. The role the internet and social media now play has altered the landscape of music production, distribution, and promotion, creating a puzzling new mix of opportunities and obstacles.

In this post, I’m going to try and discuss some of these and suggest sustainable approaches to navigate the conundrums we’re dealing with here.

The Impact of the Internet and Social Media on Independent Musicians

Historically, musicians have always faced the challenge of staying relevant in our respective genres and cultural contexts.

However, in the not-so-distant past, this struggle was typically mediated through live performances, physical album sales, and radio play—channels which for all their flaws, did involve a specialized, qualified type of effort and gatekeeping.

Today, we have to contend with an additional layer of pressure brought on by the internet, and the whims of streaming platforms and social media algorithms on top, much of which is beyond the scope of what we musicians set out to dedicate our lives to.

There is a lot of research out there that suggests how the rapid pace of digital consumption might tend to favour quantity over quality.

In her book ‘Playing to the Crowd: Musicians, Audiences, and the Intimate Work of Connection’(2018), Nancy Baym elaborates on how musicians are now expected to engage continuously with audiences through social media, producing not just music, but a supplementary stream of posts, videos, and behind-the-scenes material to remain visible.

This relentless demand for interaction can’t help but invite creative burnout, a POV supported by the likes scholars like Keith Negus who talks about this in his paper ‘From creator to data: the post-record music industry and the digital conglomerates. Media, Culture and Society (2019).

An issue compounded by the algorithms of social platforms like Instagram and TikTok that prioritize regular engagement without a verified compass for its quality or intent, thereby pressuring artists to produce somewhat tangential content in an attempt to conform to constantly evolving demands, often at the cost of our own artistic impulses (Marshall, 2019).

This digital-first environment threatens to create a vicious cycle for independent musicians.

When the whole independent route started to gain traction, the internet seemed to offer what was a platform for ‘global exposure’ without the need for traditional industry gatekeepers. 

It looked pretty good on ‘paper’. 

What got ignored in this particular narrative though, was how it would eventually make artists so incredibly vulnerable to the overwhelming pace of the online culture, where virality is fleeting, and audience attention is highly fragmented (Morris & Powers, 2015).

Meanwhile, contrary to what many claim, the gatekeepers have not been removed. Just replaced.

By a system that feels like a labyrinth of algorithmic jargon, tech-moguls, arbitrary audience engagement, and metrics, none of which feel remotely related to the kind of thing we signed up for when making art was what we decided is our calling in life.

Building a Sustainable Music Career: Key Strategies

Given the volatile nature of digital exposure, working on and adopting sustainable approaches to our careers—approaches that do not rely solely on chasing temporary trends or digital virality, is a non-negotiable for independent musicians.

Here are a few thoughts and suggestions I’d like to share with you with regard to the same.

1. **Focus on Building a Core Audience, Not Just Metrics**

While social media platforms and streaming services offer visibility, they tend to emphasize broad but shallow engagement.

Studies suggest that independent musicians benefit more from cultivating deep, authentic relationships with a smaller, dedicated audience rather than striving for viral success or millions of passive streams (Baym, 2018).

This concept aligns with the "1,000 True Fans" theory proposed by Kelly (2008), which argues that an artist can sustain a career with just a thousand loyal supporters who are willing to invest in their work over time.

Kelly’s theory is probably not directly applicable to every artist’s career, but it does present a lot of food for thought. And certainly a reassuring counter-narrative to the pressures of building massive followings artists often associate with ‘success. Followers who, in many cases simply tend to be passive, voyeuristic onlookers with with no genuine intent of actually supporting your art in any meaningful way whatsoever.

So, building and nurturing our core audience is a top priority.

Unfortunately, it takes a lot more time, effort, training, and practice than most of us realize.

Which is why not acknowledging the need to take this seriously as part of our jobs is the reason so many independent artists struggle the way they do, to sustain fulfilling careers.

But cultivating this skill can not only can provide greater stability for us in the long haul, but build a mutually fulfilling relationship with a more ‘loyal’ audience, who is more likely to support your career consistently.

2. **Diversify Revenue Streams for Long-term Stability**

Relying solely on income from streaming platforms is financially precarious for independent musicians.

Tons of data, including a comprehensive study by the International Federation of the Phonographic Industry (IFPI) in 2022, showed that the majority of artists receive a minuscule fraction of their total earnings from streaming services like Spotify or Apple Music.

Consequently, musicians will need to diversify income sources to maintain financial stability.

These could include live performances, merchandise sales, licensing deals, and crowdfunding, or multi-hyphenated practices. Additionally, many independent artists are now exploring teaching and educational work, offering online courses or workshops in music production, songwriting, or performance techniques. This type of "portfolio career" allows artists to reduce financial risk and avoid being overly dependent on any single source of income (Hracs, 2015).

3. **Develop a Strong Brand**

A key element in achieving a sustainable music career is developing a strong and consistent brand identity. A well-defined brand helps artists stand out in an increasingly crowded market and fosters lasting connections with their audience. This brand should reflect the artist’s unique personality, values, and creative vision, rather than chasing fleeting trends or trying to fit into a commercial mold.

I love using one of my all-time favourites, Meshell Ndegeocello as an excellent example of this.

Ndgeocello’s career spans over three decades. And though I’m not sure she’d be comfortable thinking of herself as a brand, hers is quite exemplary. 

One rooted in authenticity, constantly pushing the boundaries of genres and defying industry expectations. Known for blending elements of jazz, funk, rock, and R&B, while exploring deeply personal and political themes in her music, her refusal to conform to mainstream trends has cultivated a deeply loyal fan base, critical acclaim, and undisputed respect in the industry.

Ndegeocello's commitment to artistic integrity and staying true to her vision has allowed her to create the kind of lasting impact that goes far beyond commercial popularity.

While I struggle with the idea of being associated with a corporatesque word like ‘branding’ myself, the bitter truth is that the minute we publish work, we are a brand, like it or not.

So taking agency and building one on our own terms that reflects our inner values could go a long way in enhancing sustainability in a career, transcending short-lived trends, and building lasting connections with our audience.

4. **Prioritize Consistency Over Volume**

The demand for constant content creation can lead to burnout for many independent musicians.

An alternate method to consider (rather than attempting to release new material or content as frequently as possible), is to prioritize quality and consistency.

A lot of us tend to mix up consistency with frequency. They’re not necessarily the same. Releasing content once a fortnight or even a month is as consistent as once a day. While the jury’s out on which of these is the most effective, research shows that intentional engagement with your audience—even if less frequent—can build trust and loyalty over time as well (Marshall, 2019).

By focusing on releasing music and relevant content, and engaging with our audience on a schedule that fits our creative process, we could avoid the risk of exhaustion and maintain artistic integrity more naturally.

Consistency feels a lot more aligned when intended to maintain a meaningful connection with our audiences, as opposed to a rat race to keep up with the pace of the internet.

5. **Practice Holistic Self-Care and Well-being**

Lastly, addressing the emotional and psychological impact of the fear of irrelevance is crucial for long-term success.

Musicians, especially those of us working independently, will face high levels of stress, anxiety, and risk burnout (Baym, 2018). It is important to build holistic systems for our self-care—systems that balance career demands with personal well-being.

Mindfulness practices, Workout routines, yoga, therapy, community rituals, setting boundaries around work hours, and finding support in fellow artists and mentors…the options are many. What is important is to have one in place that actually works for us. 

6. **Go Back to the Music**

One of the most essential, yet often overlooked, steps in building a sustainable music career is simply returning to the core of why you started: the music itself. Psychologist Mihaly Csikszentmihalyi’s (1990) concept of "flow" offers valuable insight here. When artists immerse themselves fully in the creative process, they enter a state of flow—a trance-like focus where time seems to disappear, and the joy of creation takes over. This state allows musicians to reconnect with their authentic artistry, free from external pressures and distractions.

By focusing on the music and the fulfillment it brings, independent artists are less likely to get bogged down by societal or industry definitions of success, such as viral fame or chart-topping hits. Instead, the goal becomes the joy of creation itself, leading to greater personal satisfaction and more genuine artistic output. Prioritizing flow in your creative practice helps you remain grounded, ensuring that your career is driven by passion rather than by the stress of meeting outside expectations. Going back to the music will keep you aligned with your true artistic vision, providing a solid foundation for long-term growth.

7. **Seek Out Mentorship for Growth and Guidance**

Mentorship is an invaluable step in building a sustainable music career.

Whether a more experienced pracising artist, music industry professional, personal trainer, coach, therapist or a combination of all of these in some capacity (and yes that does exist– *raises hand*), mentorship could provide the kind of crucial guidance, support, and perspective that gives us the counter-balance to overwhelming inner dialogues and external inputs.

According to research by Eby et al. (2008), mentorship has been shown to improve career development by offering artists the tools to navigate the complexities of their field, refine their craft, and avoid common pitfalls. For independent musicians, having a mentor who understands the nuances of the music industry can make a significant difference in achieving long-term success.

Take the time to find mentors who resonate with your vision, who might have overcome similar challenges, and whose experiences align with your career goals. Ideally, they’ll strike a balance where they hold space for you when needed, ask questions that help you gain clarity on your inner vision, and challenge you in ways that gently nudge you to grow consistently, on your own terms.

Also, mentorship is not just about advice—it offers accountability, helping you stay motivated and committed to your artistic goals.

Conclusion: Focusing on Longevity, Not Relevance

The fear of irrelevance is not new, but the digital age has amplified it for today’s independent musicians. But by shifting focus from short-term digital metrics to long-term sustainability, we could cultivate fulfilling, enduring careers. Prioritizing meaningful connections with a core audience, diversifying income streams, maintaining authenticity, and fostering personal well-being are all essential components of a holistic approach to the modern music industry.

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References:

- Balaji, M. (2011). *The Emergence of an Artist’s Brand: Musicians in the Age of Digital Marketing*. Journal of Arts Management, Law, and Society, 41(3), 175-185.

- Baym, N. (2018). *Playing to the Crowd: Musicians, Audiences, and the Intimate Work of Connection*. NYU Press.

- Csikszentmihalyi, M. (1990). *Flow: The Psychology of Optimal Experience*. Harper & Row.

- Hracs, B. J. (2015). *Cultural Intermediaries in the Digital Age: The Transformation of Independent Music Production and Consumption*. Regional Studies, 49(1), 150-161.

- IFPI. (2022). *Global Music Report 2022: State of the Industry*. International Federation of the Phonographic Industry.

- Jansen, L., Luijten, H., & Bakker, N. (Eds.). (2009). *Vincent van Gogh – The Letters*. The Van Gogh Museum, Amsterdam and the Huygens Institute for the History of the Netherlands.

- Kelly, K. (2008). *1,000 True Fans*. Technium.

- Marshall, L. (2019). *Indie Musicians and the Role of the Digital Economy*. Media, Culture & Society, 41(7), 1006-1022.

- Morris, J., & Powers, D. (2015). *Platforms and the Economics of Cultural Production*. Journal of Cultural Economy, 8(2), 185-201.

- Negus, K. (2019). *Creativity and Music in the Digital Age*. Bloomsbury Publishing.

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Categories: : mental health, music business, self care