Hey Reader,

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I had a conversation with one of my agency clients last week that I can't stop thinking about.

He's incredibly talented, hardworking, and dedicated to his craft. But when we hopped on our call, instead of talking about his upcoming single or the amazing feedback he's been getting from his superfans, he immediately launched into questions about his social media analytics.

"What's the average growth rate you see across all your clients?" he asked. "Am I growing at a normal rate? Should I be worried?"

I paused, knowing this was a conversation I needed to handle carefully.

Here's what I told him (and what I wish every artist knew):

There is no "average growth rate" that matters for your career.

Even if we aggregated data across all our clients (which we don't), it wouldn't tell you anything useful about your own journey. Every artist is at a different stage of their career, has different styles of music, is at different points in their release cycles, and creates songs that connect with audiences in completely different ways.

Ever hear the old adage “comparison is the thief of joy”?

Comparing your behind the scenes to any other artist’s social media highlight-reel is a really efficient way to drive yourself absolutely crazy.

Sound familiar?

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Why Your Growth Rate Doesn't Matter (But This Does)

Here's what's actually happening when you obsess over metrics: You're focusing all your energy on things that are completely outside your control.

You're at the mercy of an algorithm that changes constantly. You have zero control over who your content gets shown to, when it gets shown, or how many people it reaches. It doesn't matter how deeply you believe in a song, how much time you spent crafting the perfect caption, or how vulnerable you got in that Instagram story.

The music industry doesn't come with guaranteed ROI. And when you tie your sense of progress (or worse, your self-worth) to numbers that fluctuate based on factors entirely outside your influence, you're setting yourself up for misery.

I see artists fall into this trap constantly:

• Spending two hours analyzing why yesterday's post got 47 likes when last week's got 200
• Refreshing Spotify for Artists obsessively, watching play counts like a stock ticker
• Feeling like failures when their "best song yet" doesn't immediately blow up
• Romanticizing the struggle and wearing exhaustion like a badge of honor

I've watched talented artists burn out spinning their wheels making content they don't even like because they think it'll perform better.

But here's the thing I've learned after years in this industry: The artists who build sustainable, fulfilling careers aren't the ones chasing vanity metrics. They're the ones who've learned to focus their energy where it actually makes a difference.

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The Mindset Shift That Changes Everything

Instead of trying to control outcomes, what if you focused on where you put your attention?

Instead of obsessing over exactly how your dreams will unfold, what if you got crystal clear on how you want to feel when they come true?

(I know… I’m getting a little “woo” but stick with me here…)

This is where your creativity becomes your superpower. As an artist, you have a unique ability to tap into your imagination and visualize not just what you want, but the emotional experience of having it.

Try this: Think about your biggest career goal. Maybe it's selling out venues, getting signed, or accepting that Grammy. Now, instead of focusing on the specific circumstances, ask yourself:

How do I want to feel when this happens?

Do you want to feel validated? Grateful? Overwhelmed by the connection you've created with your audience? Do you want to feel the satisfaction of knowing people are spending their hard-earned money to experience something you created?

Here's why this matters: When you focus on feelings instead of circumstances, you leave room for your dreams to unfold in ways you might never have imagined.

By the way, these are lessons I’ve had to learn too…

In high school and during my time at the American Musical and Dramatic Academy, I had complete tunnel vision about performing on Broadway in New York City. That was the only version of "making it" I could see.

If I had stayed locked into that specific path, I would have missed some of the most incredible experiences of my life! I never would have spent a year in Japan, working at Universal Studios and getting to play my absolute dream role of Elphaba in Wicked with one of the top musical theater directors in the country. I wouldn't have worked on cruise ships for 8.5 years, visiting about 80 countries and building friendships around the world. And I never would have moved to Nashville during the pandemic, met my former bandmates and ridden the thrilling roller coaster of writing tons of music I loved and trying to chase down a record deal.

These weren't consolation prizes—they were soul-shaping experiences that fulfilled the deeper desire I had: to be a full-time performer connecting with audiences who were excited to see me share my talents and heart with them.

When you focus on the essence of what you want to feel rather than getting attached to exactly how it has to look, you open yourself up to possibilities you couldn't have planned for.

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Where to Put Your Energy Instead

So if not metrics, then what?

Focus on building real relationships through channels you actually control.

Instead of trying to reach as many new people as possible through social media (where you're completely at the mercy of algorithms), put your energy into deepening connections with the people who already care about your music.

Start building an email list. But don't just ask people to "sign up for updates". Give them something that makes it genuinely worth their while. Early access to your next single. An unreleased song they can't get anywhere else. The real story behind your most resonant track. (If you're stuck on what to offer, I've got 8 proven ideas that have worked for artists at every level - grab them here.)

When you shift from casting the widest possible net on social media to building genuine community, everything changes. You're no longer just hoping the algorithm gods smile upon you. You're creating direct lines of communication with people who want to hear from you.

Focus on storytelling and connection over reach.

We've been obsessed with stories since the beginning of time. The more you can open up and let people get to know the human behind the music, the deeper those relationships become. Share the voice memo you recorded at 2am when the chorus finally clicked. The photo of your notebook covered in crossed-out lyrics. The story of why you almost didn't finish the song that became your favorite. Let people into your world.

Practice self-compassion in the difficult moments.

When those numbers don't hit the way you want them to (and they won't, sometimes), talk to yourself the way you'd talk to a friend. If your best friend told you their latest post only got 20 likes and their brain immediately went to "my music sucks and nobody cares about me," what would you tell them?

You'd probably remind them that 20 people genuinely connecting with their art is actually pretty amazing. That social media metrics don't define the value of their music or their worth as a person.

Learn to be that friend to yourself.

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Here's What I Want You to Remember

• You have way more control over your career than you think…just not where you've been looking for it.
• You can't control algorithms, but you can control the stories you tell and the relationships you build.
• You can't control who discovers your music when, but you can control how deeply you connect with the people who do find you.
• You can't control external validation, but you can control how you talk to yourself when things don't go according to plan.

The question isn't "How many people can I reach?"

The question is "How deeply can I connect?"

Your most sustainable success will come from the latter.

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Much love,

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