Most artists' dream is to create something meaningful and be heard. But in reality it’s not an easy hobby or job to continue without the necessary funds. That’s when reality starts setting in and it becomes more about paying rent and pumping out music consistently.
But is that really what music needs? Do artists need to consistently make music to get famous and be able to pay the bills or is authentic music the way to go.
In this day and age it seems like authentic music is extremely rare. Artists seem to forget why they started making music in the first place. This leads to them losing big parts of their loyal oldschool fanbase. These artists start asking the wrong questions when making music. Instead of asking if it has meaning to themselves they start asking will it perform on the big stage, or is it a good Tik Tok audio.
In my opinion artists should focus more on their origins, on why they started music. Trying to make their own sound and tell their own story. Artists should be able to find themselves in music not lose themselves. Most platforms don't care about being real anymore. This causes people to be drowning in content but deprived of a connection. The whole world needs to go short and quick, time seems to be costing a lot of money. That doesn’t mean we can't enjoy a longer and more heartfelt connection with the artist.
An artist should not be forced to choose one or the other. I personally think the best choice is both, finding a sweet spot where the practical realities of the industry support the creative vision rather than stifle it. You don’t have to choose between being broke and being a sellout.
it is possible to treat your music as a business without treating your art like a product. The smartest artists today use the algorithms and the short-form content not to chase trends, but to amplify their real story. They use the tools of the “new” underground to build a platform, but once they have the audience’s attention, they deliver something with depth and soul.
Ultimately, sustainability allows for longevity. If you can pay your rent with your music, you buy yourself the time to evolve and experiment. But that financial freedom should be the shield that protects your authenticity, not the sword that kills it. In a world of fleeting viral moments, the artists who remain true to their origins are the ones who will build a legacy that outlasts the next scroll.
References:
Ruppert, P. (2025, 6 mei). The New Underground: Authenticity in an Age of Algorithms. Peter Ruppert. https://www.peterruppert.com/p/the-new-underground-authenticity