I feel like promoting your own music has always been a massively uphill struggle, and the successful ones still got there by playing hundreds upon hundreds of shows.
There's a huge element of luck too, who happens to hear you, whether or not you strike some chord with the public in some way. But mainly, it's just hard work. Many artists took a very long time, playing shows in small venues for years, building up local fanbases... and then eventually saw some small measure of success. Many more saw nothing.
I'm hesitant to blame the internet for this. Sure there are some artists who seemed to get plucked from nowhere, and were catapulted to international success overnight. But most, most just worked hard, and got there eventually.
> the successful ones still got there by playing hundreds upon hundreds of shows... it's just hard work.
This is the vision of the music industry we all would like to have. Hard work, pluckiness, some element of luck and "striking a chord" with the public and you, too, can be a success! It is a dangerous fallacy that drives many musicians into the trap the top comment is complaining about.
The reality is a lot uglier.
Ever since large music conglomerates conquered (integrated) the entire promotion/publishing/distribution/sales stack in the 70s/80s, becoming successful in music has been about fighting giants on their home turf. That's AFTER you beat the odds by getting a label A&R person (or the contemporary equivalent) to like you. The markets, gatekeepers, processes, and legal agreements are all set up to screw you, hard, because every one of those is run by a different face of the same multi-billion dollar company with serious lawyer and lobbying budgets, and you're a small entity with no legal budget (and probably no experience).
This was the very successful industry profit model for decades before the Internet, and the generations of executives since then have been focused on regaining that regulatory and legal positioning in the "new industry".
These two famous articles explain the structure of the pre/early internet music indistry very clearly: Steve Albini (famous music producer) wrote "the problem with music" in 1993[1], and Courtney Love "did the math" [2] of how an impossibly good record deal would work out for the artist in 2000. They're enetertaining and interesting reads. Every step along that journey, think of the modern music industry equivalent, and you'll find it is facing (or has already lost) exactly the battle the top comment is bemoaning with Spotify. The large players are working hard to achieve the vertical integration and control they once had, and it is working.
I should note: there is no board of shadowy figures out to screw artists. This is natural dynamics of any labor market with a persistent glut. The buyer controls the price, and if it's a market where the sellers are passionate and driven to sell because they believe "it just takes hard work and luck", they will lower the price indefinitely... until they are even taking on predatory debt just to get their product out there.
Please stop spreading the myth that "it just takes hard work." It convinces too many good people to walk into an exploitative industry and thank their exploiters for the screwing. What it actually takes, is relentlessly beating giant megacorps at their own game. Most of the famous ones are actively getting screwed for the privilege of riding on a tour bus. There is a lot that music fans can do to help the musicians they love, and it starts with understanding the musician's fight.
When I realized this about 1990-ish after reading some contracts that they had to sign, I completely stopped buying music from stores. The only music I bought since then was directly from the (small) artists.
> There is a lot that music fans can do to help the musicians they love, and it starts with understanding the musician's fight.
For my part here, I go to (a lot) of local shows, and buy their merch/vinyl/tapes whatever. I tell everyone I know about them, and urge them to go along too (they mostly don't, but it's always worth a try).
I've read both those articles, they're quite well-known, and I'm sure they were on the money at the time. However, the fact remains, that playing gigs is the way. It doesn't guarantee success, a significant part of it is luck. But if you can't pull a crowd, you're not going to get anywhere.
This is somewhat orthogonal to exploitative music contracts - which perhaps have got a little better? Those articles are 22 and 29 years old, surely things have changed in the interim.
Of the local musicians I know, only a handful are professional. And they play in covers bands mostly. However, those that have made it overseas (Aldous Harding and Marlon Williams) are doing great. I don't think they're trapped in unfair record deals, but I suppose I could be wrong. They both got there playing shows, not by putting links on twitter and complaining that nobody listened to their music.
Sorry, but if you can't fill local venues, what chance do you stand internationally?
With the use of easy websites and services to create a song, everyone can create a song. Ultimately, there are 2 factors which make a song "successful":
1. market desire: What are people listening to today? What genres of music are in "demand" right now?
2. experience: If someone who has been learning music theory for the past 7 years and then works on a song, the likely outcome is that the song will sound better than someone creating a song with no experience.
There's a huge element of luck too, who happens to hear you, whether or not you strike some chord with the public in some way. But mainly, it's just hard work. Many artists took a very long time, playing shows in small venues for years, building up local fanbases... and then eventually saw some small measure of success. Many more saw nothing.
I'm hesitant to blame the internet for this. Sure there are some artists who seemed to get plucked from nowhere, and were catapulted to international success overnight. But most, most just worked hard, and got there eventually.