on needing time to develop
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A large part of my frustration with the industry today comes from the lack of time devoted to developing artists. What used to happen—before social media and streaming services took over—was that an artist would be discovered, nurtured, and developed under the wings of a label, management, or publisher for years, sometimes even a decade. There was an understanding that when potential was seen in someone, that person needed to be supported, protected, and guided because their talent was something fragile, not meant to be exposed to the harshness of the world too soon.
This approach is now nearly extinct. Labels, as their role diminishes, are increasingly relying on social media engagement as a proof of concept. They’re looking at the numbers and engagement an artist has online to gauge whether they’re ready for the big leagues.
But from where I sit, you cannot measure longevity through virality. With an immeasurable amount of content published daily, one video doing well at one point in time does not guarantee it will ever happen again. Faces, names, songs, and messages blend together, creating a melting pot of what feels like everyone on the planet promoting themselves. Today’s star is tomorrow’s everyday Joe, yet labels refuse to see this, instead using it as a way to save time—and a lot of money.
At least, that’s what they tell themselves. Most artists signed in a viral moment are dropped within a year. Labels don’t have the funds or interest to develop them, and when their videos don’t achieve the same numbers they once did, they’re let go.
We have to develop ourselves. We have to learn from those around us, maintaining our voice and letting it echo through everything we do so that it’s seen.
I met Stephen when I was 17, just about to head to college. He was living in LA at the time, and so was I. I remember being so nervous to meet him. I wanted to impress him because I admired his production work so much. It wasn’t until about a year later that I could truly relax around him.
Stephen is my closest collaborator. He’s developed my sound, and he’s a pillar of both my artist project and who I am as a person. He’s met my passion with care, echoing my dreams and challenging me in ways I didn’t know I could be challenged. He’s an anchor for me, and without his development, I’d be much further from myself.
To Stephen, and those who shape you.
How do you feel about the current state of development in the industry, and who develops you?
Good for you to say this out loud and articulate it well. EVERYONE is thinking it and similarly frustrated. Are labels struggling as well? Nonetheless, here's to hoping a few in a position to react in a productive way will do so.