Why Can't Musicians Find an Audience?

The majority of mail I receive is from frustrated musicians desperate to find an audience for their music. They want someone—anyone—to explain how to gain some traction. I've got some observations, backed by data, that might shed some light.

But first, let’s be brutal. The rate of change in the music industry is accelerating. What was possible five years ago—like getting a million plays on SoundCloud or YouTube—is no longer feasible for most independent musicians. I did it, and I can tell you that both my plays and followers have stagnated since. It’s not just anecdotal—it's systemic.

Statistical Analysis of Breakthrough Acts

Take a look at the breakthrough music acts of the last decade. Here’s a quick breakdown:

Quick Stats

Now rate your own category—honestly—against those stats.

If you're in a band, working in niche genres, or male (sorry), breaking into this closed-loop ecosystem would be nothing short of miraculous.

Grassroots online music is dead. The idea that you can release music from your bedroom, build a following, and rise to stardom through digital word-of-mouth has largely collapsed. The algorithmic bottleneck and oversaturation have made discoverability nearly impossible. The future of music feels more uncertain than ever—especially with the rise of AI.

The AI Disruption Is Real

It’s no secret: AI is forecast to take jobs across multiple industries in the short to medium term—especially digital ones. Music production, mixing, mastering, songwriting, even vocals are all on the table. But until AI grows opposable thumbs, there’s still one area where human musicians have the edge: live performance.

Live Music: A Different Story

Assuming there are still people left with jobs and disposable income after the AI boom, they’ll spend it on real-world experiences—especially live music.

People want shared moments. They crave the energy of gigs and the escape of festivals. They want it so badly that they endure Ticketmaster’s shady practices and inflated prices just to be there. The picture for live music is in stark contrast to the internet-streaming treadmill. And for real musicians, it’s looking a lot more promising.

Ignore the mega stadium tours for a moment. The grassroots live scene is alive—healthier than it has been in years. People love bands. Who wants to see a pop diva lip-syncing to a backing track while dancers do all the work? Not your typical live music fan.

The live market demands authenticity—anthemic bangers, a sense of danger, and the raw energy of a real performance. Sure, it’s tiered. Bands often get paid like it’s still 1980. But unlike social media likes or streams, playing live gives you a real audience. Actual people reacting to your art in real time. That kind of feedback is irreplaceable.

The audiences themselves have become more fragmented, with entire festivals now devoted to niche genres. But that’s a good thing. There’s a home for everything—from doom metal to synthwave—if you’re willing to show up.

Rock and metal, despite being declared dead in the mainstream, are thriving on stage. In fact, those genres saw a 14% growth in live attendance and now account for 13% of all stadium and arena shows globally. Their loyal, multi-generational fan bases aren’t going anywhere—and in some places, they’re growing.

TL;DR

Forget online.

Start a band.

Play live.

Build an audience that actually exists.