Are we witnessing the death of the influencer age? The creator economy is rapidly evolving, and musicians who understand these shifts can position themselves for sustainable success beyond streaming revenues alone.

The landscape has dramatically changed since the TikTok boom of 2020-2021, when seven and eight-figure deals were being offered before artists even met with label executives. Today, labels are taking a more measured approach, focusing on where artists might be in three, five, or ten years rather than trying to capitalise on fleeting viral moments.

This shift coincides with changing audience preferences. The SXSW London Changemaker Report reveals that younger generations increasingly reject overproduced content in favour of authentic, DIY approaches. "Polished content is likely to be questioned in terms of its authenticity, with viewers gauging lo-fi content as more credible," notes the report. This preference extends beyond music into all content creation, suggesting a fundamental rethinking of what constitutes "premium" content.

For music creators, the implications are profound. Many successful artists now develop parallel income streams through non-musical content on platforms like YouTube, with some earning six to seven-figure incomes from cooking shows, shopping videos, or simple video diaries that run alongside their musical careers. As I bluntly state in this episode, "the economic answers are not in music streaming. That's the grown-up truth."

The evolution toward Web3 technologies and decentralised platforms offers another frontier, potentially creating ecosystems that support creators with greater ownership and control. The question becomes not whether music defines you—it does—but how you connect authentically with audiences through multiple channels while maintaining your creative integrity.

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