// The Word This Week

Look, I'm not going to bullshit you.

You're tired.

I'm tired.

We're all just a bunch of exhausted husks dragging our guitar cases up the stairs of venues that haven't updated their "green room" since 1973 when someone slapped a Ramones sticker on a broom closet and called it a day.

But you're still here, which means you're either a masochist or you actually care about this whole "making music" thing.

I'm betting on the latter.

Since we last spoke, approximately 48 million new songs have been uploaded to Spotify (I'm estimating, but also, probably accurate), and the algorithm has decided that what people REALLY want to hear is more ambient lo-fi beats to study/relax/contemplate their existential dread to.

Meanwhile, you're over there making actual art like some kind of prehistoric cave dweller who hasn't gotten the memo that music is just content now.

How embarrassing for you.

YOUR STORY MATTERS (EVEN IF NO ONE SEEMS TO BE LISTENING)

Remember when I talked about mindset in the last newsletter? About how the only thing you can truly control in this industry is how you respond to its endless parade of disappointments?

Well, guess what: there's another thing you control.

Your story.

Not the algorithm. Not the playlist curators. Not the 22-year-old label intern who's skimming through submissions while simultaneously ordering lunch, texting their roommate, and pretending to pay attention in a Zoom meeting.

YOU control your narrative.

And that matters more than you think.

Here's what most artists get wrong: they think their music speaks for itself.

It doesn't.

Your music isn't just competing with other musicians. It's competing with Netflix, TikTok, podcasts, video games, and whatever new digital dopamine dispenser Silicon Valley cooked up last Tuesday.

Your song might be a masterpiece, but if you can't tell people WHY they should care about it, they'll just keep scrolling.

This isn't selling out. It's survival.

THE NARRATIVE TRAP (OR: HOW TO AVOID SOUNDING LIKE EVERY OTHER BAND BIO EVER)

"[Band name] formed in [city] in [year]. Their sound combines elements of [genre 1], [genre 2], and [obscure genre to seem cool]."

If your bio sounds anything like this, congratulations – you've written the musical equivalent of beige wallpaper.

No one cares.

You know who people DO care about?

• The metal band whose lead singer quit their corporate job after a mental breakdown in the middle of a PowerPoint presentation

• The bedroom producer who started making beats while recovering from a car accident that left them bedridden for six months

• The folk singer who learned guitar from their grandfather, who learned from Woody Guthrie (OK that last one is probably made up, but you get the point)

People connect with stories that feel HUMAN.

Your story doesn't need to involve a near-death experience or a chance encounter with Beyoncé (though if it does, definitely lead with that). But it does need to reveal something real about who you are and why you make music.

Because here's the truth most industry "gurus" won't tell you: people don't follow artists because of their genre. They follow artists because of how they make them feel.

And a great story makes people feel something before they ever hear a note.

HOW TO CRAFT A STORY THAT ACTUALLY CUTS THROUGH

1. Get specific. "I've always loved music" is not a story. "I wrote my first song on a toy keyboard after my dog died" is a story.

2. Embrace the weird. The parts of your journey that seem strange or unconventional are usually the most interesting.

3. Show your scars. The obstacles you've overcome aren't just hardships – they're plot points in your hero's journey.

4. Connect dots. How does your background influence your sound? Why do you make THIS music and not something else?

5. Keep it real. Authenticity isn't just a buzzword – it's the difference between a story that resonates and one that reeks of marketing.

Look, I get that this feels like extra work. You signed up to make music, not to craft a personal brand narrative that "resonates with target demographics."

But here's the thing: your story is already there. You're just learning how to tell it in a way that makes people give a damn.

And in an industry where everyone's fighting for attention, making people give a damn is half the battle.

BUILDING YOUR NARRATIVE TOOLKIT

In my book, "Build Your Foundation," I break down exactly how to craft your story and apply it across all platforms. But since you're here, let me give you the quick and dirty version:

1. The Origin Story: What sparked your musical journey? (And no, "I picked up a guitar" is not enough)

2. The Struggle: What obstacles have you faced? What have you sacrificed?

3. The Philosophy: What do you believe about music that drives everything you do?

4. The Mission: What are you trying to accomplish beyond "get streams" and "make money"?

These four elements form the core of any compelling artist narrative. They give fans something to connect with beyond just "I like their sound."

And listen – your story will evolve. The narrative that defines you now might not be the one that defines you in five years. That's not just OK – it's necessary.

Artists who can't evolve their story eventually become caricatures of themselves. (Looking at you, every 90s band still touring on their one hit)

THE LAST WORD (FOR NOW)

The music industry wants to reduce you to numbers. Streams. Followers. Engagement rates.

But you're not a spreadsheet. You're a human with something to say.

Your story is the bridge between your humanity and an audience drowning in content.

Build that bridge strong enough, and people will cross it to find you.

If you're ready to stop being just another face in the algorithmic crowd, grab my book "Build Your Foundation".

And if this newsletter spoke to you, forward it to another artist who needs to hear it. We're all in this hellscape together.

Until next time, keep making noise.

—Lance

If you want to join our community and learn from us in real-time, check out our V1LLAG3 Discord server. Ask questions about music, the industry, promotion, and anything else your heart desires. Just don’t ask us to write your essay (Lance might actually do it)