Talent alone won’t guarantee success in the music industry. Learn why understanding the business side of music is essential for artists who want to make money, stay relevant, and build a lasting career. Discover music business strategies, marketing tips, and revenue streams to grow your music career.
Why Talent Alone Won’t Make You a Successful Artist
Many artists believe that if they’re talented enough, the world will recognise them, and success will come naturally. But in today’s music industry, talent alone isn’t enough. You might have the best voice, the sharpest lyrics, or the most unique sound, but if you don’t understand the business side of music, you’ll struggle to make money, stay relevant, and build a long-term career.
Think about it—how many incredibly talented artists have you seen fade into obscurity? Meanwhile, some musicians with average talent but strong business skills dominate the industry. That’s because success in music isn’t just about making great songs; it’s about branding, marketing, networking, and monetisation.
If you want to thrive, you must treat your music like a business. Let’s break down exactly why talent isn’t enough and what you need to succeed.
1. Talent Will Get You Noticed, But Business Will Keep You Going
Yes, your talent can help you stand out, but what happens next? Without a solid understanding of the music business, you risk being just another artist with potential.
What You Need Beyond Talent:
- Branding & Music Marketing – How you package and promote yourself matters.
- Monetisation Strategies – Streams alone won’t pay your bills; you need multiple income sources.
- Networking & Industry Knowledge – Building relationships and knowing how deals work can open doors talent alone won’t.
A perfect example is Nigerian artists like Burna Boy, Davido, and Wizkid. Yes, they are talented, but what truly set them apart is branding, smart partnerships, and an understanding of the business.
2. You’re Not Just an Artist; You’re a Brand
If you treat your music like a hobby, it will pay you like one. Successful artists know that they are not just selling songs—they’re selling an image, a lifestyle, and an experience.
How to Build Your Brand as an Artist:
- Create a Unique Identity – What makes you different? Your sound, style, or message?
- Engage Your Audience – Reply to comments, share behind-the-scenes moments, and build a community.
- Use Social Media Consistently – Regular, high-quality content builds loyalty and attracts new fans.
A Nigerian example is Asake—his branding is unique. From his street-inspired lyrics to his signature fashion, he stands out.
3. Understanding Music Contracts & Royalties – Get Paid the Right Way
One of the biggest mistakes artists make is signing contracts without understanding them. Many talented musicians have lost ownership of their music, struggled with financial disputes, or been locked into bad deals.
Key Things Every Artist Should Know About Music Contracts:
- Music Publishing & Royalties – Your music generates money from streams, radio plays, and performances. If you don’t understand publishing, someone else will take most of it.
- Ownership Matters – If you don’t own your masters and publishing rights, record labels or managers will make more from your music than you do.
- Legal Protection is Crucial – Always read contracts carefully. If you don’t understand something, get a music lawyer to explain it.
If you don’t understand the business side of music, you might sign a deal that leaves you broke, no matter how talented you are.
Read more on music contracts Don’t Get Ripped Off!: A Step-by-step Guide to Music Contracts
4. Relying Only on Streams is a Dangerous Game
Many artists think that once their music is on Spotify, Apple Music, or Audiomack, they will start making big money. Unfortunately, streaming doesn’t pay as much as people think.
Other Ways to Make Money in the Music Industry:
- Live Performances & Touring – Shows are a huge income source for artists.
- Merchandise & Brand Deals – Selling branded t-shirts, hoodies, or collaborating with brands can bring in extra cash.
- Sync Licensing – Getting your music placed in movies, TV shows, and video games can generate huge income.
Artists like Fireboy DML and Omah Lay don’t just rely on streaming money. They also make money from shows, endorsements, and partnerships.
5. Networking Can Open Doors Talent Can’t
The phrase “Your network is your net worth” is especially true in the music industry. Many successful artists didn’t blow up just because of talent—they had the right connections, mentors, and business moves.
How to Build a Strong Music Network:
- Collaborate with Other Artists – Featuring on other artists’ songs can introduce you to new audiences.
- Attend Industry Events – Music conferences, album listening parties, and networking events can help you meet the right people.
- Engage with Music Executives – Labels, A&R reps, and managers are always looking for the next big thing. Be visible.
6. Consistency and Business Strategy Separate One-Hit Wonders from Superstars
It’s not just about blowing up; it’s about staying relevant. The Nigerian music industry is full of artists who had one viral hit and disappeared because they didn’t have a long-term business plan.
How to Build a Lasting Music Career:
- Stay Consistent – Keep releasing music, engaging your audience, and evolving your sound.
- Understand Music Marketing – Learn how to promote your music using ads, influencers, and social media.
- Think Long-Term – Don’t chase quick fame; build a sustainable career.
7. Take Action – Treat Your Music Like a Business!
It’s time to stop relying on talent alone. If you truly want to make a name for yourself, invest in learning the business side of music.
Here’s What You Should Start Doing Today:
- Learn about branding, contracts, and monetisation.
- Apply business strategies—don’t wait for a record deal.
- Network and collaborate with the right people.
Want more tips on growing as an artist? Check out this guide on music marketing strategies to help you level up your career.
By understanding the business side of music, you increase your chances of making money, staying relevant, and building a lasting career. So, are you ready to take control of your music career?
