Sterling Proffer

Let’s cut to the chase. If this TikTok-ification of the music biz continues, what will be the end result? Here it is, in a single sentence: Only unsuccessful musicians still need a label. Think over the deep implications of that fact.

Humans are unique because we compete when it isn’t necessary. We could reason our way to more sustainable processes, but we use our intelligence to outsmart each other. We compete for fun, for ego.

The rule is simple: Do not be a commodity. Do not be easily comparable to other people who have, roughly, the same set of skills and the same background. The rule may be simple, but its history and implications are incredibly rich.

14. Reward Your Biggest Fans