Video by un:hurd music via YouTube
Keith Jopling has spent 25 years inside the music industry (IFPI, Sony, EMI, Spotify, MIDiA), hosts The Art of Longevity podcast, and has just written a book, Riding the Rollercoaster, from 80 interviews with artists who lasted. In this episode he breaks down why the industry is rigged against artists, why getting dropped can be the best thing that happens to a career, why you build your fanbase from day one, and what success really looks like beyond the charts.
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CHAPTERS
00:00 Cold open
02:10 Why we stopped listening, and how to start again
04:44 Following an artist’s career album by album
07:18 From the IFPI and Spotify to getting close to the artist
11:09 An artist’s real career starts after the peak
14:11 Why getting dropped can be the best thing
19:18 Be the CEO of your own music
24:42 When the people at the top stop loving the music
27:15 Taste is the moat
28:30 Why everything moves in cycles
30:30 The one thing artists who last have in common
32:51 Master the craft, put in the graft
33:47 Make yourself hard to ignore
35:42 Build your fanbase from day one
38:15 Success through progress, not charts
41:00 It takes time: Fraser T. Smith and Raye
42:51 Why the system is rigged against you
46:00 Can it ever be win-win?
51:00 What’s next for how we experience music
53:45 Is Spotify built to last?
57:46 Doubling down on music, and why it’s back
61:40 Podcast tips, and following the conversation
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ABOUT find your frequency
The podcast about building an audience from zero. Artists. Founders. Investors. One shared obsession. Hosted by Alex Brees, founder of un:hurd music. New episodes every Monday.
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GUEST
Keith Jopling, host of The Art of Longevity and author of Riding the Rollercoaster
https://www.songsommelier.com/
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SUBSCRIBE
https://pods.to/fyf
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Try un:hurd music: https://go.unhurd.co.uk/youtubemaster1
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