ANOTHER NAME IN THE CROWD

In this week's 'Thinking Aloud' we're having an honest chat about what it feels like to be an artist, DJ, music producer and performer in 2025. So grab yourself a tea, coffee, or favourite beverage and let's get stuck in.

The Many-Hat Syndrome

Last week, I found myself pondering a question I often ask myself: 'How do we navigate the challenge of standing out in an industry drowning in its own noise?'

I'm not going to lie—as a solo artist, it's truly exhausting the number of hats you have to wear to try and stand out and vie for what seems like the same audience's attention. Producer, marketer, social media manager, visual content creator, networker, business strategist...the list never ends.

Every time I ship a piece of content or release some of my music, I'm quietly praying and hoping that the algorithm overlords are satisfied and decide to share with vigour. Not to mention that a lot of the time these days, my first love of "music" gets buried behind the more pressing tasks of trying to spread the word and shout from the rooftops.

I closed my laptop and asked myself the question that haunts so many of us: "Does the world really need another producer like me?"

The New Reality: Human + Machine

This feeling isn't just personal anxiety—it's a response to a measurable reality.

The data tells us that in 2025, over 150,000 tracks are being uploaded to streaming platforms every week. That's more than 6 million new tracks a year all competing for listener attention.

Add to this the explosion of AI production tools dramatically lowering technical barriers, allowing seemingly anyone with a laptop and an internet connection to create professional-sounding music in hours rather than years. What once required expensive studio time and decades of practice can now be accomplished with a subscription, some presets, and an AI assistant.

The result? A paradox of opportunity and overwhelm. We have more creative possibilities than ever before, yet it's increasingly difficult to be heard above the noise.

Finding Your Edge in the Crowd

Having mulled over the question of how to stand out in an oversaturated market, I've come to a conclusion that's brought me some clarity: It's time to acknowledge that good—even amazing—music is no longer enough. In order to succeed, we need to look beyond the music alone.

In a fast-changing world where AI can help anyone achieve technical precision, what remains uniquely human becomes infinitely more valuable. Our stories. Our authentic voices. The connections we build. The emotional resonance we create that no algorithm can replicate.

I'm not suggesting we ignore the technical craft—I still spend hours learning my tools, coming up with new sounds, and refining my approach. But I've stopped seeing other producers as competition and started seeing the crowded landscape as an invitation to dig deeper into what makes my musical voice uniquely mine.

Finding your edge and leaning hard into what makes your music distinct is key. Ask yourself: What story can only you tell? What perspective do you bring that nobody else can?

You're Not Alone: Shared Concerns

I know my thoughts aren't uniquely mine—they're being felt by many, if not all, electronic music producers at this moment in time.

Many of you have shared with me during industry-related chats similar thoughts and concerns. A DJ friend from Spain told me about feeling "trapped in content creation mode," spending more time on Instagram & TikTok than actually making music. A producer Amigo mentioned feeling paralyzed by the comparison game, wondering if there's still room for human creativity in an AI world.

I myself made the mistake of browsing Beatport's new releases recently. Suddenly, my confidence evaporated. Hundreds of polished tracks, many using similar sounds and techniques, all competing for the same audience.

But it's not all doom and gloom. Others are embracing the new landscape with enthusiasm. A female producer friend shared how she's using AI tools to handle technical aspects she never enjoyed, freeing her to focus on the creative direction that lights her up. Another artist described finding his audience not through algorithmic success but through consistent community building in Discord.

What's Working Now: Quality Over Quantity

What's working for me right now might seem counterintuitive: I'm actually producing less music, but with more intention. Instead of chasing trends or trying to feed algorithms with constant content, I've shifted to a "connection first" approach.

Here's what's making a difference in my creative life:

1. Start With Feeling, Not Sound

I've begun each new track with a feeling or story I genuinely want to express, rather than a sound I want to replicate. This simple shift has made my creative process more fulfilling and, surprisingly, more distinctive. When the emotional core is authentic, the technical details follow naturally.

Try this: Before opening your DAW for your next track, write down what you want listeners to feel or experience. Keep this note visible as you produce.

2. Build Your True Fan Base

I've embraced the "1000 true fans" philosophy rather than chasing viral success. This means personally responding to every message, remembering details about the people who support my music, and creating experiences that algorithms can't replicate.

Try this: Create a simple spreadsheet to track meaningful interactions with your supporters. Note their names, where they're from, and what specifically connected them to your music. Reference these details in future interactions.

3. Make Social Media Work For You, Not Against You

Instead of trying to be everywhere, I've chosen a few platforms where my specific audience actually hangs out. For each post, I ask myself: "Does this bring value to my community or just the algorithm?" If it's just feeding the algorithm without feeding my creativity or connections, I skip it.

Try this: Set strict time boundaries for social media. I use a 30-minute timer for content creation and a separate 15-minute timer for engagement. When the timer rings, I close the apps—no exceptions.

Looking Forward: Connection as Currency

I believe we're at an inflection point in electronic music—one that might ultimately reward human connection more than technical perfection. The future belongs to artists who can build meaningful spaces that cut through the noise and foster real fan communities.

I'm curious: What aspect of your music making feels most uniquely "you"? What part of your creative process could never be replicated by AI? Hit reply and let me know—I read and respond to everything.

Until next time, remember that in a world of infinite sounds, your human voice remains the most distinctive instrument you have.

Heath

PS: This Sunday over on YouTube, I'm wrapping up my beginner-friendly "Music Theory for Electronic Music Producers" series, where I've explored Rhythm, Bass, Harmony, and Melody. The final video pulls all these concepts together. We've built a nice community there, and you can ask me questions in real time. Hope to see you!

Link: Music Theory for Electronic Music Producers Playlist

Resources for More Industry Insights

1. Resident Advisor's "The Art Of Production" series - Features in-depth interviews with producers discussing their creative processes https://ra.co/features

2. Attack Magazine's "In The Studio With" interviews - Often contains candid discussions about industry challenges https://www.attackmagazine.com/features/interview/

3. Magnetic Magazine's "Industry Insider" section - Good source for quotes from established producers https://www.magneticmag.com/industry-insider/