// The Word This Week

Let's address the lone genius myth right off the bat: it's complete garbage.

Every artist you admire – from Bowie to Beyoncé, Zeppelin to Zach Bryan – succeeded because of the communities around them. The bands that supported them early on. The promoters who took chances. The collaborators who elevated their work. The fans who spread the word before algorithms existed.

Yet we keep pushing this narrative that real artists are solitary creatures who emerge fully formed from their bedrooms, destined for greatness through sheer force of talent.

It's nonsense, and it's hurting your career.

Today, we're talking about the unsexy but absolutely critical skill of building your community – not just your "audience" or "fan base," but the actual ecosystem of humans who will sustain your career when the algorithms inevitably change.

WHY MOST MUSICIANS FAIL AT COMMUNITY BUILDING

When I mention "community building" to most artists, I can practically see their eyes glaze over. They immediately picture some cringey networker handing out business cards at an industry mixer, or an influencer begging for engagement in the comments.

That's not community building. That's desperation with a LinkedIn profile.

Real community building isn't about using people – it's about creating genuine connections that benefit everyone involved. It's not transactional; it's relational.

Here's why most musicians fail at it:

The Fear Factor

Many artists (especially the introverted ones) would rather get a root canal than approach strangers. They see "networking" as forced, fake, and fundamentally icky.

The Scarcity Mentality

The belief that success is a limited resource creates competition where collaboration could thrive. "If I help that band, they might get the opportunity I want."

The Shortsightedness Problem

Building community takes time and consistent effort. In an industry obsessed with overnight success, many aren't willing to invest in slow-growth relationships.

The Me-First Approach

Entering every interaction thinking "what can this person do for me?" is the fastest way to burn bridges before they're even built.

If any of these sound familiar, don't beat yourself up. The music industry actively encourages these mindsets because isolated artists are easier to exploit. But there's a better way.

THE THREE CIRCLES OF MUSIC COMMUNITY

Think of your music community as three concentric circles, each serving a different purpose in your career:

Inner Circle: Your Creative Ecosystem

This is your most immediate community:

• Bandmates and collaborators

• Close creative partners

• Mentors and teachers

• Trusted advisors

These are the people who directly influence your music, challenge you to grow, and provide honest feedback when you need it most.

Building this circle requires vulnerability, trust, and mutual respect. It's not about finding people who will tell you everything you do is amazing – it's about finding people who care enough to tell you the truth.

Middle Circle: Your Industry Network

This layer includes:

• Other artists at your level

• Local venue owners and promoters

• Engineers and producers

• Music journalists and bloggers

• Playlist curators and radio folks

These are the people who help your music reach the world, provide opportunities, and become allies in navigating the industry.

Building this circle requires consistency, reciprocity, and genuine interest in others' success. It's not about collecting contacts – it's about nurturing relationships.

Outer Circle: Your Audience Community

This extends beyond passive listeners to include:

• Engaged fans who share your music

• Community members who attend multiple shows

• Online supporters who interact regularly

• Local scenes that embrace your music

These are the people who sustain your career financially and emotionally, who give your music its purpose and impact.

Building this circle requires authenticity, gratitude, and creating space for genuine connection. It's not about accumulating followers – it's about fostering belonging.

PRACTICAL COMMUNITY-BUILDING FOR PEOPLE WHO HATE NETWORKING

Here's how to build each circle without feeling like you need a shower afterward:

Inner Circle Building: Finding Your Creative Tribe

1. Start with shared passion, not shared goals. The strongest creative relationships form around mutual enthusiasm, not mutual career aspirations.

2. Create regular spaces for collaboration. Host jam sessions, writing circles, or listening parties. Consistency breeds community.

3. Offer value first. If you meet someone whose work you admire, find ways to support them before asking for anything.

4. Be honest about your weaknesses. Vulnerability attracts the right collaborators who complement your skills.

One approach that works: The "Creative Exchange" – offer something you're good at (mixing, graphic design, social media) in exchange for something you need (songwriting feedback, photos, studio time). This creates balanced relationships built on mutual benefit.

Middle Circle Building: Industry Relationships Without the Sleaze

1. Focus on problems you can solve. Instead of asking "what can this person do for me?" ask "what problem can I help solve?"

2. Master the follow-up. Most relationships die not from rejection but from neglect. Simple, consistent communication keeps connections alive.

3. Become the connector. Introducing people who should know each other creates goodwill and positions you as a community builder.

4. Celebrate others' wins as loudly as your own. Genuine support for peers builds reputation and reciprocity.

One approach that works: The "Rule of 3" – for every ask you make of someone in the industry, provide at least three instances of support first. Share their posts, attend their events, offer congratulations on achievements.

Outer Circle Building: Creating Fandom That Feels Like Family

1. Show up where your potential community already gathers. Whether that's specific venues, online spaces, or cultural events.

2. Create experiences, not just performances. What happens between and around your songs is often what builds lasting connection.

3. Invite participation, not just consumption. Find ways for fans to contribute, collaborate, and co-create.

4. Be consistently present. Building community requires showing up regularly – not just when you have something to promote.

One approach that works: The "Community Creator" model – instead of just building a fan base for your music, create spaces where people with shared interests (including but not limited to your music) can connect with each other. This could be a Discord server, a regular meetup, or an online group focused on topics adjacent to your music.

THE COMMUNITY AUDIT: WHERE ARE YOUR GAPS?

Take a moment to assess your current community landscape:

Inner Circle Questions:

• Do I have people who will give me honest feedback about my work?

• Are there gaps in my creative skillset that need complementary collaborators?

• Who helps me stay accountable to my goals and vision?

Middle Circle Questions:

• Do I know at least three venue owners/promoters in my area?

• Have I built relationships with artists at my level and slightly above?

• Do I have connections to local media or playlist curators?

Outer Circle Questions:

• Do fans interact with each other, or only with me?

• Are there "super fans" who consistently show up and support?

• Do I create opportunities for deeper engagement beyond listening?

Identifying your weak spots is the first step toward intentional community building.

THE RECIPROCITY PRINCIPLE: THE SECRET TO NOT FEELING GROSS

Here's the core principle that transforms "networking" into meaningful community building: Givers gain.

The artists who build the strongest communities aren't those who are constantly asking for support – they're the ones who consistently provide value to others.

This isn't about keeping score. It's about approaching relationships with generosity rather than extraction. When you genuinely support others' success, community builds naturally around you.

Ways to practice reciprocity:

• Share other artists' music on your platforms

• Show up early to gigs and stay for opening acts

• Offer your skills to help solve others' problems

• Celebrate and amplify others' achievements

• Make introductions that benefit others

The beautiful thing about reciprocity is that it eventually comes full circle – but only if you're giving without immediate expectation of return.

THE LAST WORD (FOR NOW)

The myth of the solitary artist isn't just wrong – it's actively harmful. It isolates creators from the very communities that could sustain them through the inevitable ups and downs of a music career.

Building meaningful connections isn't just good for your career – it's good for your art and your soul. Music has always been about connection. That's the whole point.

So the next time you're tempted to hide in your studio and avoid the messy work of community building, remember: no artist is an island. Not even the ones who pretend to be.

If this resonated with you, my book "Build Your Foundation" goes deeper on cultivating the relationships and communities that will sustain your music career. Grab it at v13.store/products/build-your-foundation.

And if you know another artist who's struggling in isolation, forward this newsletter to them. We're all stronger when we're connected.

Until next time, build bridges, not walls.

—Lance

P.S. Next week: The Conclusion - the real talk about going pro that nobody else will tell you. After eight newsletters deep-diving into the aspects of building your foundation, we'll wrap up with the unvarnished truth about what it actually takes to survive and thrive in this industry.

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.