BY
Mishael Lee   

Lead Designer

Hype Issue #59

Published on

July 3, 2024

The streaming kings: Spotify, YouTube Music, Apple Music, Pandora Music. Infographic made on Canva by Mishael Lee.

Music these days lives on streaming services like Spotify. No surprise there, it’s convenient! A recent survey by the National Arts Council (NAC) shows the usage of streaming booming at 52% in 2023, a 4% jump since 2019. Even free streaming is on the rise, with 17% of Singaporeans using it in 2023: that’s a 13% jump in just four years! 

“Streaming services basically are the default platform for consumption today, so it’s not like we have much of a choice,” Tan Peng Sing, guitarist of Club Mild and currently Senior Manager of Performing Arts (Music) at National Arts Council, expresses. 

“It’s just like social media, if you don’t have a profile on social media, people think you don’t exist. Same for bands and artists. And playlists with lots of followers are basically the equivalent of a “radio station” because of the audience of passive listeners,” he adds on. 

So, Tan makes a valid point. Streaming is king, but does that mean it’s the only path to success for local musicians?

It could be, but it’s important to note that just because someone streams your music, it doesn’t guarantee you a diehard fan. Just because people hear your song does not guarantee they will immediately start buying your merchandise and attending your concerts. Though, even while it’s not the end goal, having a sizable library of streaming releases can help independent and signed musicians gain credibility. 

Perhaps instead you should concentrate your energy and efforts on a more crucial area: Building a dedicated audience.

Making good music is all that matters… only if you have a dedicated audience.

Cindy Lee, the ‘diva alter ego’ of Patrick Flegel, performing at Union Pool in Brooklyn, New York. Photo taken by @cleanlinicks for Sound Of Saving on Instagram

While a vast number of streaming releases might seem crucial, there comes a point where sheer quantity becomes less important, regardless of the music’s quality or release frequency.

A few months ago, Canadian artist Cindy Lee’s latest album “Diamond Jubilee,” proved this. The unusual release, a two-hour experimental album, was exclusively accessible for download on a GeoCities website and YouTube, eschewing streaming services completely.

Despite defying industry norms, “Diamond Jubilee” achieved remarkable success. The album garnered critical acclaim from fans, publications like GQ and Pitchfork, and has amassed over half a million views on YouTube. Lee’s upcoming tour is also nearly sold out, solidifying the album’s unexpected triumph. 

But to be fair, Lee had already amassed a small, but dedicated cult following for more than a decade. This has come to no surprise given the fact that the singer was actually leading the charge in a killer Canadian post-punk band called Women, way back in the late 2000s. 

“I’m actually really lucky – if you’re a new band, you can’t afford to do that. The hardest part of the whole thing is getting anybody to even give a sh*t,” Lee expresses to lebronjames.co. “That’s the hard part, which is a total crapshoot in terms of style or trends, or whatever.” 

“Where I’m at now, in my mind, you just need some regulars. Some people who’ve got your back, are into what you’re doing,” Lee added on.

The truth is, even niche or underground artists need a loyal fanbase. Without that foundation, it’s tough to get them behind every creative choice, let alone simply care about your work. This opens up a whole other level of discussion as to how musicians can continue to discover and outreach to their audience. 

So, how can musicians cultivate this “dedicated audience”? 

There are many ways for musicians to build a dedicated audience from having Telegram channels that fans can join to be updated on new music, or even offering free gigs as a way of giving back to the community. The key is to find methods that resonate with you and your fans, and you’re doing it on your own terms. 

While achieving such mainstream acclaim may present different challenges, the industry is constantly evolving. “In this day and age, don’t pigeonhole yourself too soon,” Tan advises. “Master your instrument, don’t shy away from technology, and have an open mind towards what music means to different people.” 

Cindy Lee’s success, which comes rarely to anyone who makes music, is a testament to the fact that having a dedicated following opens doors for musicians and creatives. 

After all, a dedicated following isn’t just about numbers; it’s about having a passionate community that fuels your creative journey and celebrates your artistic triumphs. So, the next time you release a song on Spotify, remember: you’re not just sharing music, you’re potentially building a lifelong connection with your most dedicated fans.