Many of us feel trapped against the ropes between creating work that needs the necessary time for all the seasonings to marinate together while taking hits to the chin to increase our regularly targeted “fan engagement” uploads. “Aaaaand, Action!” This is where we’re at now. As such, from a basic survival perspective, in order to gain any morsel of an economic foothold, we often find ourselves living in anxiety. We all need money to survive but the shape shifting method by which we acquire it continues to slip further and further away from our grasp. This is what I feel is going on in the musical community. You cannot serve God and mammon.” According to many biblical commentators, mammon represents material gain and the worry and anxiety typically associated with acquiring it. In Luke 16:13, the Bible says, “No servant can serve two masters: for either he will hate the one, and love the other or else he will hold to one, and despise the other. This isn’t to serve as an indictment of streaming services but to shine a light on the impact of the Content Is King mindset and the ripple affect it has on what and how we create. The artists today that are making it realize that it’s about creating a continuous engagement with their fans.” This may be a clearly logical perspective of a billionaire CEO who drops crumb-sized pennies in the open, hungry mouths of awaiting musicians because, after all, it is business. He was following the model laid down by Spotify CEO Daniel Ek who, in 2020, said, “You can’t record music once every three to four years and think that’s going to be enough. He was anxious about achieving his goal of completing one song per month to upload to his Spotify page. I was recently talking to an angst-ridden colleague about his pace of music production. For whom does the bell toll? In 2021 it tolls for content. The challenge is, every time we get close to grabbing it, little by little, it somehow gets moved just out of our reach. Content! It feels as if today’s musicians, songwriters and producers are trapped on an never ending merry go round always being told to reach out for the ever-elusive gold ring which awaits us. As a long-time member of the musical community, it seems that the latest dance craze sweeping across our world is called Content.
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December 2022
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