Why subscribe?

Kevin Kelly got it right 17 years ago when he wrote 1,000 True Fans. Maybe not the number (1,000), it’s likely as a working musician you’ll need more… but certainly the concept. The concept is as relevant now as it was in 2008.

⏩ Fast forward and flip the tape ⏩

2025, what are you going to do to ensure you earn the recognition and revenues your music deserves? Your passive streaming listeners aren’t your fans. They don’t pay your bills.

Through my substack I’m going to be sharing with you everything I’ve learned as a music marketer and music fan to help you better connect with your audience.

That way you’re relying less on streaming services and building a direct relationship with your audience to ensure you thrive as an independent musician.

Ideas to help you build your audience, create partnerships with fellow musicians, make the best use of email and ultimately grow music and merch sales through your online store.

It’s the stuff I’ve learned doing this now for 25 years. The business end of music. It may not be sexy, but it’s rewarding… it’s necessary.

“The takeaway: 1,000 true fans is an alternative path to success other than stardom. Instead of trying to reach the narrow and unlikely peaks of platinum bestseller hits, blockbusters, and celebrity status, you can aim for direct connection with a thousand true fans. On your way, no matter how many fans you actually succeed in gaining, you’ll be surrounded not by faddish infatuation, but by genuine and true appreciation. It’s a much saner destiny to hope for. And you are much more likely to actually arrive there.” - Kevin Kelly

Stay up-to-date

Never miss an update—every new post is sent directly to your email inbox. For a spam-free, ad-free reading experience, plus audio and community features, get the Substack app.

Join the crew

Be part of a community of musicians sharing the same challenges. It’s like Reddit. But better.