The Great Engagement Lie critiques the notion that social media engagement equates to success for indie musicians. It highlights how artists have become free labor for platforms focused on advertising, compromising their financial sustainability. The piece urges musicians to foster direct relationships with fans, valuing meaningful connections over superficial metrics.
The independent music industry is transitioning from reliance on traditional systems to a new model that emphasizes ownership and strategy. By leveraging AI and decentralized technology, artists can streamline operations, enhance fan relationships, and create sustainable careers. This approach fosters a middle class of musicians capable of thriving without depending on conventional gatekeepers.