The Number One Reason Most Artists Fail

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Now, let’s talk about why most people think that artists fail…

Most people think artists fail for a few common reasons:

1. Their music isn't good enough.

This assumes that success is purely meritocratic, which is false. Many brilliant artists get lost in obscurity while lesser talent finds a way to thrive. Great music alone is not enough.

2. They don't have enough money.

Money helps, but some of the biggest stars started with nothing. 

Lack of resources forces creativity.

And as I often say, money has a way of finding the projects that deserve it. There is an absolutely insane amount of money in the world, and the people that have it are always looking for projects to invest in that they believe will be successful. A strong vision and compelling narrative attract money.

3. They can't get to the right gatekeeper.

Gatekeepers like labels and playlist curators matter less and less as more platforms allow artists to directly monetize their following. That is the trend. As algorithms increasingly influence discovery, viral growth becomes possible for anyone. We are moving to a future where there are no gatekeepers.

4. They don't get enough exposure.

Buzz alone won't convert listeners into fans. They have too many options. They are swimming in a sea of free music. Fans are built through songs and experiences that resonate deeply and form an emotional connection with your audience. Temporary visibility without substance is pointless.

5. They aren't good content creators.

Great marketing cannot sustain a weak business. Content creation is important, but for artists with a real message, content creation is simply the process of leveraging a specific medium and platform to get their message out. Some legends rarely post online yet still have massive followings. Obsessing over social media pulls focus from making timeless, compelling music.

Create something that makes you want to shout it from the rooftops!

So if it's not these typical assumptions, what is the #1 reason artists fail?

It's a lack of long-term strategic thinking.

Most artists fail by treating their music careers like get-rich-quick schemes, not lifelong journeys mastering a craft. Those with sustainable success don't obsess over short-term plays but rather focus on writing truly incredible songs, making high quality master recordings and building a real fanbase. They play the long game and don’t chase immediate gratification.

Overnight success is a myth.

Imagine you're an archer entering a competition. On tournament day you walk up to the target, draw back your bow, and fire your one and only arrow. You're convinced that a single shot will determine your fate as an archer. Either you bullseye and achieve instant glory, or you miss and are forever branded a failure.

This is how most artists tragically approach their music careers. They believe some singular event like getting a record deal or having a hit song will catapult them to enduring success. When that event fails to materialize, they think they’ve lost their one and only shot at fame. But real achievement doesn't work this way. Fulfilling lifelong careers are built carefully and methodically through long-term strategic thinking. There are no instant wins. You must diligently fire thousands of incremental arrows over time until you achieve mastery. Even then, you won’t hit the bullseye every time.

Enduring artists are like master chess players, strategically planning many moves ahead for victories down the road, not just next week. Chess masters don't expect to win in one or two moves. They think through many moves in advance, patiently positioning each piece into the right spot before making a full on attack. Music careers work the same way. The most successful artists spend years and even decades honing their craft, learning to find their fanbase, building relationships with other talented people, and laying the groundwork for long term success. They weather failures and challenges along the way, always keeping their eyes on the bigger picture.

The music industry rewards patience and persistence.

Those who push through challenges with their eyes fixed on personal growth, long-term positioning, and consistent incremental progress ultimately build a strong, sustainable business instead of becoming a one-hit wonder.

Most artists lack this strategic mindset. They want stardom immediately. They believe some external force like a record executive or producer holds the key to their long-term success. So they scramble to get signed, not realizing a record deal alone guarantees nothing. Most major label artists never recoup their advances. Their albums flop and they get dropped. These artists mistakenly believed a singular event like signing a deal would make them stars forever. And most of the ones that do break through are only able to get their ‘15 minutes of fame’ instead of a lifelong career.

Don’t be a flash in the pan.

Instead of thinking about getting a deal, make plans to build a loyal team. Assembling a team requires strategic relationship building over years. You can't hastily piece together an effective team overnight. It takes time to network, meet potential partners and learn who you can trust.

And capable candidates will carefully assess if you have the mindset and persistence to play the long game. Enduring careers are built on shared values and commitment to the journey, not transactional opportunism.

A lot of artists who do learn to navigate the industry end up bouncing around from one unsavory deal to the next, never stopping to assemble real business infrastructure and a true support system like we offer at HOME. Because those artists never take the time to build their own business, they are always at the mercy of the other businesses that they are working for (the labels, promoters, agents and managers). Without learning to play the long game and being the leader of their own team, they can't survive challenges. And facing challenges is one of the only things that you can guarantee. Savvy artists realize this and put in the time to build relationships with partners who are invested in their long-term success enough to work through those challenges together.

Sometimes those partners are big labels, but all that means is that (hopefully) there will be a significant amount of money invested in the project. And remember, that money is a loan that the artist must pay back before receiving royalties. A big label deal can certainly help, but it doesn’t guarantee anything.

Sadly, we've all heard stories of artists having mental breakdowns after early setbacks. Their big single tanks and they spiral, overcome by the fear that they’ve lost their one shot at success. Who can blame them when society sells this damaging binary myth of instant stardom or failure? Make it big tomorrow or you might as well quit. We must abolish this delusion that enduring success ever happens overnight. Even the biggest pop stars put in years of baby steps on the long, winding road to fame.

There are no shortcuts. Skip steps at your own peril.

Even for the biggest recording artists, success takes years of hustle before they hit it big. Take The Beatles for example. They performed live over 1,200 times in Hamburg, Germany before returning to the UK and getting a record deal. It took Rihanna over two years after getting signed to release her first album. Katy Perry was dropped by two labels before her smash hit "I Kissed a Girl." She could have given up after those setbacks, believing her one shot at success had passed. But instead she persisted and embraced a long-term perspective.

Don’t give up, because your biggest break is often on the other side of your biggest defeat.

It’s important to mention here that success in the music industry is no longer binary. It's not an either/or scenario where you're either rich and famous or a complete failure. Thanks to the rise of streaming and online platforms, more and more artists are making it happen on their own terms instead of expecting some magic bullet, gatekeeper or record deal that will instantly make them successful for the rest of their lives.

What exactly is binary thinking? It’s believing in absolute extremes like fame or anonymity, riches or bankruptcy, perfection or worthlessness. It leaves no room for gradual progress or small wins. For musicians, binary thinking manifests as a self-destructive belief that a singular accomplishment like getting signed to a major label or having a Billboard #1 hit is the key to lifelong success and security. They mistakenly think, “Once I get X accomplishment, I’ll be set and never have to struggle again.” This distorts their priorities and pursuit of incremental gains that could actually build momentum. Binary thinkers get stuck on one rigid plan and can't adapt when things change or new opportunities arise.

Successful artists constantly reinvent themselves and their music over decades.

So don't get distracted by what the conventional wisdom says. Chart-topping songs, digital buzz and tastemaker co-signs may arrive eventually. But stay focused on playing the long game, wherever that takes you.

Legends are not built overnight. A magnificent castle constructed to stand for centuries does not spring up in a day. It requires vision, planning, and laying each brick deliberately over years. Likewise, iconic artists need a compelling long-term vision to construct a career that endures shifting cultural winds and fickle tastes. There will always be setbacks and course corrections. But you cannot derail those who embrace the long game.

The strategies for short-term wins and long-term success are often totally different. Define your vision and trust the process.

Here are some steps artists can take to define their vision and trust long-term strategic thinking: