From records to CDs to MP3s and now digital streaming, the music industry is ever-evolving, forcing artistes to have to pivot with each era. However, while a lot has changed, the need for entertainers to foster an emotional connection with their core fan base has remained constant across generations, according to industry insiders.
“People stream a lot of music but it doesn’t feel the same to me. It’s not the same as someone picking up your physical album and asking you to sign the product that you made. You designed the cover and the artwork,” said Gordon Chambers, American singer, songwriter, producer and recording artiste. “A big part of being creative is touching people and having a narrative, having a story that you wanna share with people.”
Chambers made the point during a panel discussion at the recently concluded Island Music Conference (IMC).
Sharing his own experience at Beyonce’s Renaissance tour in 2024, Chambers, who has written for the likes of Chaka Khan, Gladys Knight, Jamie Foxx and Patti Labelle, urged artistes to ensure they stay connected with their fanbase as huge streaming numbers alone do not equate success.
“It’s also about how you make the fans feel. People love music but there is nothing more important than the quality of your craft. One of the most incredible sales I’ve seen in my life was the Beyonce Renaissance tour. One thing I remember she did was she started the first 40 minutes with all ballads and before she sang a word, she said ‘I cannot believe that I get to do this tonight for all of you,’” he shared. “She said, ‘I get to do this’ and so she started out really giving honor…in that moment she made all 80,000 people at those sold out shows feel like she was speaking to each one of us. The way that she connected to people as a superstar, is the essence of artistry.”
Agreeing with his fellow panelist, marketing extraordinaire, Kevin ‘Jedi’ Barton shared that while streaming numbers are particularly important especially in a digitized market, the human aspect of why music is made in the first place should not be forgotten.
“The business of music is a completely different industry from the one I grew up in where marketing and having an ear for music and trying to get radio guys to play your music. It’s changing at a high speed and it’s kinda hard to keep up with what’s happening in the world,” he said. “Don’t get tricked by the numbers game so much that you only chase numbers because there are a lot of artistes out there that have millions of fans, likes, views that can’t sell out shows, stadiums. Nobody is buying tickets to see them live.”
He added: “Not everyone that likes your song or likes you as an artiste is actually willing to spend any money to come see your show. Engagement is important. That is what will translate to actual fans.”
American music executive Walter Tucker, for his part, shared that now more than ever, entertainers have unprecedented power over their careers. He expressed the need for artistes to focus on building communities especially as they use the music as a catalyst to market themselves beyond the industry.
“Artistes in general have more power than ever now. Having big numbers is amazing, it’s dope but it’s harder to achieve especially in a short amount of time. But if you have 50 fans who are streaming your music consistently, find ways to focus on them. Once you reach a certain number, it then becomes more of how can you give these fans more than they’re already getting,” he explained. “Anybody can put out music, anyone can make a beat or record on their phone. You should focus on how you can connect and build communities that will be tied to you.”
The panelists were speaking at the IMC session at the Courtleigh Auditorium, where they focused on the Digital Economy of Music.