When The Rule Keep Changing

We live in an era where the only constant in the music industry is change. One day you’re told to focus on albums, the next it’s all about viral singles. Platforms rise and fall, algorithms update overnight, and tried-and-true strategies can become obsolete by the time you finish your next track. What happens when the playbook for success seems to rewrite itself every week?

That’s the question at the heart of Why Make Music… Episode 057, and this blog post is its commentary companion—an unfiltered reflection on how to survive and thrive as a creator when the rules keep changing.

Welcome to a conversation about resilience, innovation, and staying true to your craft amidst the chaos. This is a story of adaptation in real time.

The Only Constant Is Change

The music landscape is in perpetual motion. In the past, an artist might have followed a relatively straightforward path: record an album, get label support, aim for radio play, tour, repeat. Today, that path is anything but straight. One minute, TikTok can catapult an unknown bedroom producer to stardom; the next, a change in social media algorithms leaves even established artists struggling to reach their followers. If it feels like the ground is always shifting beneath your feet, that’s because it is.

Consider how the gatekeepers have evolved. Traditional power players (labels, radio programmers) still exist, but they’ve been joined by digital ones: streaming services, recommendation algorithms, and even AI-driven curators. A tweak in a platform’s recommendation engine can suddenly bury your new single or mysteriously boost an old track you released years ago. There’s no static “rulebook” for making it anymore – the rulebook updates itself constantly, often without warning.

Episode 057 makes one thing clear: in today’s music world you don’t just master one game – you stay ready to play a new one at a moment’s notice. Surviving in music now isn’t about clinging to the old playbook; it’s about being flexible and learning to embrace change as part of your artistic journey. When the “rules” of engagement shift — be it a new trend in how people discover songs or a change in what type of content gets rewarded — you have two choices: scramble to catch up, or adapt and turn that upheaval into inspiration. The artists who last are those who treat change not as an enemy, but as fuel.

AI: Friend, Foe, or Both?

Perhaps the biggest wildcard in the rule-changing game today is artificial intelligence. Not long ago, AI in music was mostly theoretical—a cool experiment in a tech lab. Now it’s here, and it’s disrupting everything from production to promotion. The rise of AI-generated music and tools brings both opportunities and ethical dilemmas. You can use AI to help master your track, simulate instruments, or even generate a vocal in the style of your favorite singer. It raises thorny questions about consent and authenticity when AI can clone a famous voice or churn out endless songs on demand.

Episode 057 doesn’t shy away from these tough questions. Willa addresses the AI ethics head-on: just because we can do something with AI, does it mean we should? In the wild west of AI-assisted creativity, the industry is scrambling to set guidelines. Major platforms and labels are debating how to handle AI-generated content – from banning deepfake songs that mimic real artists to exploring ways musicians might license their voice or likeness to AI systems.

It’s so new that often the rules get written after someone breaks them. One producer’s AI-generated hit might go viral one week and get slapped with takedowns the next. Some major artists explore letting fans use AI with permission, while others fight to keep their sound human. Willa emphasizes a balanced take: AI isn’t going to replace human musicians, but musicians who learn to harness (and ethically wield) AI may have an edge in this ever-changing game. The challenge is to use these cutting-edge tools without losing your soul in the process. If the rules keep changing, maybe one principle stays the same: make the tech work for you, not the other way around.

When Streams Don’t Pay the Bills

For all the new tech and platforms, one hard truth remains: making a living from music is still an uphill battle for most independents. The way music is monetized has transformed dramatically – and it keeps transforming under our feet. Physical sales gave way to digital downloads, which have largely given way to streaming. But the streaming economy is notorious for its microscopic payouts. A thousand streams might buy you a coffee; a million might barely cover your rent. On average, services pay only fractions of a penny per playvickybeercock.work. That means artists often need tens of millions of streams to see substantial income – an almost impossible hurdle without massive exposure or playlist placement.

Episode 057 shines a light on this economic reality. Willa recounts the journeys of independent artists (ThinkTimm included) who have diversified how they earn from their music. Why? Because counting on Spotify alone is like chasing a mirage. One policy change – say, a new royalty scheme or an algorithm tweak – and your income can evaporate overnight. The rules of monetization change with the platform’s business whims, not the creator’s needs.

So how do you survive when streams won’t pay the bills? You write your own paycheck by exploring every other avenue. That means selling merch, offering fan subscriptions, licensing your songs to film/TV, crowdfunding new projects, playing live shows, and yes, sometimes working a day job to fund the dream. The episode highlights artists who built a sustainable living not by gaming the streaming system, but by building a direct community of supporters. In an age where even major labels struggle to adapt, independent creators are finding that the real currency is attention and loyalty, not raw play counts. Convert a thousand true fans who’ll invest in whatever you create, and you’ve essentially stepped outside the rat race of algorithmic streams.

Willa also points out an ironic twist: the same technologies that make it hard to earn a buck (like streaming platforms) also enable new ways to monetize. Bandcamp, for example, lets artists sell music and merch directly to fans. Live-streamed concerts, Patreon-style memberships, sync deals for video games or podcasts – none of these are “traditional” album sales, but they can collectively keep an artist’s career afloat when the old models aren’t enough. The takeaway? Don’t put all your eggs in one basket. If one revenue stream dries up, you’ll have others flowing. In a world where the money goalposts keep moving, creating multiple paths to your audience’s support is not just smart – it’s necessary.

Independence in an Unpredictable Industry

Being an independent artist has never been easy. You’re responsible for everything – not just making the music, but producing it, marketing it, managing the business – all without the backing (or the constraints) of a big label. If that sounds like a lot, it is. And now the targets keep moving: the sounds in vogue, the best platforms to use, the formats that connect with audiences. Independence means flexibility. In a climate of constant flux, that flexibility is gold.

Episode 057 is essentially a case study in DIY resilience. Throughout Why Make Music…, we’ve seen how ThinkTimm, Willa, and their creative circle have had to become rapid learners and wear multiple hats to keep up. Major stars have teams for every task; the independent artist often has just themselves. But the silver lining is agility: when you are the team, you can pivot faster. If TikTok implodes tomorrow, you can leap to the next platform without anybody’s permission.

Willa’s message in the podcast is empowering: being independent means you get to define what success looks like. Maybe you’re not chasing chart hits at all; maybe success is putting out music consistently and growing a dedicated fanbase slowly but steadily, measured in fan feedback and personal fulfillment rather than Spotify stats. When the external rules keep changing, successful independents often change their own rules internally to stay motivated. Setting personal goals (“I’ll release a new track every month,” or “I’ll reply to every fan comment”) can matter more than any fleeting viral metric.

Of course, independence doesn’t mean isolation. Willa also highlights the power of community. In a world of shifting rules, solidarity is a strategy too. Independent doesn’t mean alone – a network of peers can offer support and share knowledge. Indie artists worldwide swap tips on forums, collaborate on projects, and rally behind causes like fairer streaming payouts. In a sense, they form their own “label” made of mutual support. When you’re independent, your peers and your listeners become your team in a broader way. That community can be a rock when everything else is in flux.

Purpose Over Hype

When everything around you is changing, it’s easy to lose sight of why you started making music in the first place. The chase for clout, clicks, and followers can derail even the most passionate artist. Episode 057 brings the conversation back to this fundamental truth: knowing your “why” is more important than ever. Trends, revenue models, even audiences will change. What doesn’t change (if you guard it carefully) is the reason you create. That is your North Star, not any viral trend or algorithmic nudge.

Willa May challenges listeners (and all of us creators) to remember what got us into music. Was it self-expression? Storytelling? The thrill of connecting with someone across the world through sound? Whatever it is, that should guide you when the noise of new trends and platforms gets overwhelming. When you’re grounded in purpose, you can weather the industry’s storms with your identity intact.

This is not naive idealism; it’s a practical survival skill. The podcast recounts moments when ThinkTimm’s projects didn’t get the traction hoped for, tempting him to chase whatever was hot. The takeaway was clear: chasing hype is a losing game because by the time you catch up, the hype has moved on. Creating from a place of authenticity, however, builds something that lasts. It might grow slower, but it grows stronger roots. And—ironically—artists who focus on genuine connection and craft often find the right opportunities, while those contorting themselves to chase every algorithm tend to burn out.

The message in Episode 057 is a reassuring one: music is an art, not a numbers game. Yes, we all look at the stats and yes, we all dream of that big break. But if the core of why you make music is solid, no algorithm change can take that away from you. By keeping your purpose front and center, you’re not just surviving the changes—you’re thriving in spite of them.

Write Your Own Rules

If the rules keep changing, why not write your own? This sentiment echoes throughout Episode 057 as both a challenge and an encouragement. Writing your own rules means defining success on your terms and finding creative ways to achieve it. In a world where there’s no single path, sometimes the best way forward is the path you blaze yourself. The music industry of 2025 is as much a tech industry, a content industry, and a community industry as it is about the songs. That reality opens up room for innovation at the edges, where independents often thrive.

When you’re not beholden to “how it’s always been done,” you’re free to experiment. Maybe you decide the traditional “more singles, more hype” rule doesn’t work for you, and instead you release one project a year while engaging your core fans in between. As long as you stay true to your audience and art, who’s to say it’s wrong?

Episode 057 shares real examples of breaking the mold. Willa describes artists who have turned the tables on the industry. One example: producers live-streaming their entire album creation process to let fans behind the curtain. Another: bands forgoing streaming altogether to sell music exclusively to their most devoted fans. These approaches might not top the charts, but they represent a reclamation of agency. They’re artists saying, “We’re not playing only by Silicon Valley’s rules or old-school label rules. We’re making our own game.”

When you write your own rules, not every experiment will work. But that’s part of being bold and unapologetic: you’d rather fail on your own terms than succeed by being something you’re not. And sometimes those crazy experiments hit a nerve and end up changing the industry itself. Many trends that are mainstream now (from surprise album drops to crowd-sourced music projects) began as indie artists doing things their own way. By betting on yourself and your ideas, you might just pioneer the next new “rule” for others to follow.

At its core, this section of the podcast is about trusting your creative instincts. Independence isn’t just a status; it’s a mindset. It means your career, your rules. Sure, you listen to advice, you learn from what others have done — but you don’t let anyone dictate how you connect with your art or your audience. In a landscape with no guarantees, carving out your own lane can be both the scariest and the most liberating thing you do.

In Closing: Why Make Music…?

So, why make music when the rules keep changing? Because music isn’t about the rules — it’s about the expression, the connection, and the moments of transcendence it brings. You make music because you have to, because it’s who you are. The external factors — the platforms, the algorithms, the business models — those will continue to evolve, twist, and sometimes outright implode. Let them. Your job is to keep making art through all the noise.

Episode 057 of Why Make Music… leaves us with a resonant message: change is inevitable, but so is creativity. Willa May reminds us that even if you feel like a small voice in the digital wilderness, someone out there needs to hear what you create.

In the end, why make music? Because the world needs artists who can adapt and still remain authentic. Because every time the rules change, a new opportunity emerges for those brave enough to seize it. Because through all the upheavals, music remains a universal language — and you are fluent.

Keep creating boldly. Adapt when you must. Ignore the cynics who say it’s pointless or “the algorithm is against you.” What lasts is the song, the message, the feeling. That is why we make music — no matter how the rules keep changing.

Sources: Why Make Music… Podcast Episode 057; industry insights from Vicky Beercock’s “The Rise of Independent Artists” (2025) for statistical contextvickybeercock.workvickybeercock.work.

Sources