When I told music professionals that I was considering moving to NYC, some of them said that it was a bad idea. Their view was that the industry was dead in New York and that I would be better off in Miami or Atlanta. This was in 2011-2012, and I had been a journalist for about two years in Cleveland. I covered nightlife and music at the time and had interviewed a few famous artists. I was also hosting a weekly internet radio show and showed indie rappers and singers a lot of love. Music was a large part of my work, but I had aspirations for broader coverage.
Against the advice of naysayers, I moved to Brooklyn. Most of the DJs, A&Rs, and former record label execs that I met didn't see the industry as dead, but they did have to adjust to new realities in order to survive. The old ways of getting exposure and securing a record deal have faded, and for many artists, a recording contract isn't even the goal. Gaining and maintaining a fan base is critical to success in the industry whether you're signed or independent, and social media presence is a key component of that. It doesn't require label backing or payola to become a YouTube star or get discovered on SoundCloud. Those who were slower to pick up on this over the last 10 years are adjusting or falling by the wayside. It's also important to keep performing live to increase your buzz and secure bigger and better venues.
In New York, I was receiving more opportunities to interview entertainment professionals than music artists, so I picked up a celebrity beat. My coverage included fashion shows, corporate events, television and film stars. These topics generated more buzz than my music articles and got me invited into more exclusive circles. Then, with layoffs rampant in journalism, news sites shutting down, and the median income for writers barely budging, I adjusted again. Influencer work and the occasional interview currently feed my creative side, and I have a day job that provides me with a nice quality of life. I made a decision years ago that I wasn't going to be a starving artist anymore.
Being a tastemaker and securing placements on high traffic websites-- along with social media promotion of both-- is now a winning combination for media professionals. Entertainers should focus on publicity, live performances, and a consistent social media presence. Having a team that you can rely on is great, and hiring professional help can be a stress-reliever. However, it's also possible to build and thrive while grinding solo, especially if you have a diverse set of skills. Prepare yourself daily so that you can recognize and capitalize on opportunities when presented. And being in the market that best suits your needs can help propel you even beyond your dreams.