TPS #057: 3 Thoughts on Building Community
Author: Andre Mullen - 4 min Read
March 22, 2025
Good morning. Today, I’m going to talk about the overall difference between the music industry and the music community. I’m also talking about Sony’s Jordy Freed building the community of the future, Soundclouds Mexican community, and what people are saying about building community.
Music Evolution.
Music has evolved.
More than just sonically. More than just lyrically. More than just in its access.
It has evolved from a community centered tradition to a consumer driven industry.
Music always played an important role in community. It reflected our shared experiences (i.e. hip-hop) and identities (i.e. Latin music).
Music was essential in unifying communities.
The music industry is relatively new in relation to the music community. However, it has impacted the music community at large.
Digital technology – while making music more accessible – has transformed it into a product.
And while this change has impacted independent artists more because they are not backed by major labels, it has also leveled the playing field. Artists are now fully able to leverage their creative and financial independence.
However, it takes a particular set of skills to grow organically among an industry focused on commerce.
Artists who cannot balance the two may find themselves adopting the role of “struggling musician”.
Let’s take a look.
Artists who focus on money won’t focus on community
Many artists in this era of the music business are totally focused on making money.
However, when money is the driving force for the art it is looked at as a product and its level of engagement is passive at best.
And while streaming platforms have increased this look of music as a product first, it doesn’t mean artists can or should abandon their desire for the music to connect with audiences and to build a fanbase.
The business of the music industry cannot prevent an artist from building a community.
Here are 3 thoughts for artists to consider in building community within the music industry:
1. Build a catalog of music
2. Build fans, not customers
3. Build authentic relationships in the music industry
The above thoughts count as both benchmarks and helpful reminders of where your intentions should be as you build out your community.
They also speak to how you can strategically build out your artist career.
Let’s look at each of these thoughts, one by one:
Thought #1: “Build a catalog of music”
Every artist and every producer should be focused on building a catalog of music.
A catalog is more than just a few songs.
A catalog represents your artistic journey sonically. It serves as an anthology – a collection of your creativity showing your artistic expression and growth.
Your life in music is on display with your catalog. You give your audience access to your thoughts, perspective, views, etc., bringing them together around a shared experience.
This serves as the foundation of community.
Building a catalog shows consistency and your commitment to telling your story. These are important pieces to forming trust with your audience.
Thought #2: “Build fans, not customers”
Consumerism – the tendency to consume and keep consuming – has risen in music.
While this levels the playing field and positions you to earn money from your music, it can also begin to shift your attention from creating your art for impact to creating your art for money.
Fans are more than just transactions.
Community is about people. How these people interact and engage around your music is more important than short term transactions as customers.
The glue is made up of fans who have a real connection not only to the artist’s brand, but to each other. This is the building block for community – a place where people feel like they belong.
This support goes much further than even consistent customers.
Thought #3: “Build authentic relationships”
Building authentic and meaningful relationships gives you far more than just opportunities.
Building relationships is the key to long-term success.
All relationships are built on trust and sincerity.
From the executive to the fan, building on those two elements create opportunities to add value, build a strong support network, collaborations, and more.
The community you build is made up of relationships with people in whom you have invested time and energy. They produce endurance and results.
These authentic relationships are your tribe.
Hope this helps.
Related: Community building is a powerful tool for marketing. Kim Pham of Rolling Stone talks about how community building amplifies music brands.
THE LATEST – “speaking of communities…”
• “SoundCloud’s Mexican Community”: Music Ally reports SoundCloud launches subscription service in Mexico for first time. The streaming app is hoping to capitalize on the growth there.
• “Building Community for the Future”: Forbes reports how Jordy Freed of Sony is rebuilding how music community is being built. By merging music creation, music consumption, and artistic desires, Freed is taking an unconventional approach for a brand.
• “Belong Redefines Community”: Music Business Worldwide reports that former Global Head of Music at Spotify, Nick Holmstén, has launched Belong – a company describing itself as “the first entertainment-focused challenger bank for Gen Z, redefining engagement through rewards and experiences.”
WHAT ARE THEY SAYING about building communities…?
• “Community building is like hosting a party. If you just stand in a corner, no one talks to you. If you only talk about yourself, people leave. But if you introduce people, make them feel welcom, and start great conversations, the party thrives. Do that online too.” – @frankwinsights
• “A lot of community building is just remembering you’re dealing with humans.” – @marianabernado
• “Building a community is like gardening. You have to make sure the soil is nutrient rich, that it can create the environment needed. You have to plant your seeds, feed them, water them, and still have hope they grow the way you want. This doesn’t happen over night.” – @ThatChristinaG
✋🏾When you’re ready, there are 2 ways I can help you:
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