What if you could stop guessing your audience and start growing it with proof? I sit down with Waylon Barnes—entrepreneur, musician, and CEO of C2 Management—to map out how modern artists turn attention into a real business. We dig into the mechanics of audience discovery using data and social listening, why so many campaigns miss the mark when they rely on hunches, and the practical steps that make every pound work harder.

Waylon pulls back the curtain on a quiet industry shift: labels increasingly outsource marketing to specialised teams, which means independent artists can access the same playbooks without giving up control. We explore how to structure your strategy so the music sparks attention while the business around the music pays the bills—think sync deals, brand partnerships, merch, touring, and appearances. You’ll hear how streaming acts as public proof rather than a paycheck, why platform virality matters but shouldn’t be your home base, and what it takes to build an ecosystem you actually own.

We also tackle the streaming payout problem and the reforms that would move artists closer to a living wage. To ground it all, Waylon shares three principles for newcomers that cut through paralysis: don’t overthink, don’t fear mistakes, and take yourself seriously. If you’ve been wondering how to choose a single, when to invest in marketing, or how to keep control while scaling your team, this conversation offers a candid blueprint for sustainable growth.

If you enjoyed this conversation, follow the show, leave a rating or review, and share it with a music creator who needs a strategic nudge forward.

https://ctwomanagement.com

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