In an age where music can travel across the globe at the click of a button, the blueprint for building a career in the industry has been turned on its head. The romanticized path of landing a record deal and watching your career soar is no longer the only, or even the most likely, route for today’s musicians.
Dave Cool, Director of Artist Relations at Bandzoogle, has spent years observing this shift firsthand. In a conversation originally held as part of a research project on music entrepreneurship, Cool shares his insights on what it truly means to build a sustainable career in the modern music landscape — and why today’s artists must wear far more hats than just “musician.”
A Level Playing Field — and an Overcrowded Stage
Thanks to advancements in technology and the explosion of social media, the barriers that once limited artists have all but crumbled. Recording music no longer requires a professional studio and a five-figure budget. Platforms like Spotify, Apple Music, and Bandcamp make global distribution affordable and accessible to virtually anyone with a song and a Wi-Fi connection.
But with opportunity comes competition.
The internet has unleashed a flood of new music, giving fans access to more songs, bands, and genres than they could ever hope to digest. While the playing field is more open than ever, the real challenge now lies in cutting through the noise and holding an audience’s attention.
The Rise of the Artist-Entrepreneur
If there’s one trait that separates today’s successful independent artists from the pack, it’s entrepreneurship. The days of waiting to be “discovered” are long gone. Artists now must actively build their own momentum — and that means becoming fluent not only in songwriting and performance, but also in marketing, branding, and business strategy.
“You can’t just focus on the creative side anymore,” Cool explains. “Before you can assemble a team of managers, agents, or publicists, you have to learn to do it all yourself. The artists who succeed are the ones who develop that entrepreneurial mindset early.”
This DIY phase is more than just a survival tactic; it’s a learning experience. Artists who’ve handled their own bookings, social media, and promotions are far better equipped to recognize good partners when the time comes to outsource. In an industry where trust is everything, that knowledge can save both money and heartache.
From Local Buzz to Industry Attention
So when should an artist seek professional help? According to Cool, the answer is surprisingly straightforward: “When the industry comes knocking.”
Until then, the focus should be on growing organically — building a local fanbase, touring regionally, and collecting hard data: how many tickets you’ve sold, how many people are on your mailing list, your social media engagement. These statistics aren’t just bragging rights; they’re proof of value. When the numbers speak for you, managers, agents, and labels tend to listen.
The Power of Personal Connection
For all the talk of algorithms and digital strategy, Cool believes one thing remains irreplaceable: human connection.
Whether it’s shaking hands at a music conference or signing merchandise at the end of a gig, the artists who make time for personal interactions often leave the deepest impressions. “If you’ve only got ten bucks to spend, who are you more likely to support — the band that disappears backstage, or the one that remembers your name from last time?”
Even in an era ruled by streaming, face-to-face encounters are often the moments that turn casual listeners into lifelong fans.
Success: A Personal Metric
Of course, no conversation about the music business is complete without asking: what does success look like?
For Cool, success isn’t defined by record deals or stadium tours. It’s about personal goals. For one artist, success might mean replacing their day job with music income. For another, it could be simply sharing their art with the world on their own terms. There’s no one-size-fits-all formula, and that’s the beauty — and the challenge — of the new music economy.
“The artists I know who’ve made it work didn’t get there overnight,” Cool reflects. “It’s not a one-year plan. Sometimes it’s a five-year, even ten-year journey. But they work harder than anyone I know, and they love it, so it doesn’t feel like work.”
Building a Career, Not Just a Moment
Today’s music industry offers unprecedented freedom — but with that freedom comes responsibility. The road to a sustainable music career is less about shortcuts and more about consistency, creativity, and connection.
Whether you dream of selling out arenas or playing intimate venues while funding your art on your own terms, one thing is clear: success belongs to those who treat their music like both a craft and a business. And in this new world, every artist has the tools to start the journey — if they’re ready to do the work.
If you’d like, I can also help you give it a specific tone: more journalistic, more casual, more inspirational — just tell me!
