Right now is the best place to be in the music industry. At the same time the worst to be
in the music industry. No, I don’t talk about the covid, sure it disrupts things and puts people out of business, still, I see that as good cleansing of holy alliances that we really don’t need in the industry.

No, I’m talking about the state the media is in right now. To be honest, media is the place where you can get many eyes and ears to listen to your music. Right now everything is so shattered. Social media is mainly just bubbles where very few people see what you are doing or in this case listening. Doesn’t matter if you have a half-million followers, most people won’t know who you are. Yesterday I read in the normal media ( also called old media) about a Swedish influencer that had died. I never have heard about him until I read in normal media, I guess his fame came with his death.

There is a reason why Greta Thunberg gets a lot of attention. Yes, she has many followers but it’s only coming around until the old media writes about it. She is famous because of old media not because she has many followers. In reality, you need to get into old media to have a career. The good part is that everything is accessible. Whit that said, yes it’s all out there but you really need a good story to get through to old media. Back to Greta, she had a great story sitting and protesting each Friday outside the Parlament in Sweden. Not only that she had something important to say.

Many people speculates that she has a big media team. The truth is that she got it later when everybody wanted a piece of her. Then you just need someone to deal with it What I’m coming down to is that she didn’t have any special team. Anyone that paved her way. The bottom line is that she had an important message and stuck to her path.

I just checked a bunch of music that has got into my mailbox for several different reasons. This is all from PR send-outs to my radio station to artists seeking collaborations to me being a judge in some different award outlets. What just struck me is that very few really had something to say. Most are egocentric things that are about the artist suffer in Covid times. Like not everybody is doing that. Yes, you had some artists singing about the environment, but comparing to Greta it was not much of a story. I started to randomly go through stories around the artists that were sent along and there was nothing there. No one really had anything to say. Of course, there are great artists that have something to say, but in the big mass of things that come out right now, the general problem is that it’s nothing said.

So here is a tip-off. What can you say that really matters. What is uncomfortable? Write about that, be prepared to be bullied on social media (the only thing social media is good at). I believe though if you just stand with your guns there and it will happen. I feel a lack of meaning in the songs today. I might be wrong or the songs that matter actually doesn’t come by me. I hope so, but if I’m right my tip-off is to enter that market, it seems to be empty.

If a small girl from Sweden can get the attention, so can you. You just need the right message.