31/1/25
January is finally over!
Feels like it would never end but now we're well into 2025.
How's it going for you?
Still doing your New Years Resolutions?
Iam happy to say that I started mine on Dec 30th 2024 and so far am still going.
What was it? (I hear you ask)
>Getting fit? - Nope
>Losing Weight? - Should be, but no
>Learning a Language? - It's on the list, but not this one
It's uploading daily on YouTube!
It's not been easy but I have been enjoying the challenge. Like building any habit, once you get to a point you don't even consider not doing it, it's kind of dialled in about 90%.
There's always that 10% that thinks it would be OK to miss a day but that voice is largely drowned out by the momentum of action and outweighed by the great feeling of completing another upload.
This weeks video is one that I really enjoyed doing.
I really think it captures the essence of my overall message to older musicians, which is to basically do what others aren't doing.
It's at the heart of my Delusional Freak manifesto.
Here’s the short version:
Most musicians are chasing numbers—streams, viral posts, paid ads—believing that’s the path to success. But it’s a poor ROI because they’re skipping the foundation: real fans, real connections, real engagement.
They try to scale before they have an audience. Then they burn out and say, "Social media doesn’t work. I can’t sell tickets."
Wrong.
They're focusing on vanity metrics instead of what actually works.
If you want real success, you need to be O.P.E.N.
O - Own your audience. Emails > Followers. Direct connections > Hoping for virality.
P - Play live. Busk, gig, meet people. Connection is the currency.
E - Engage like a human. Reply, interact, make people feel seen.
N - Network relentlessly. The right relationships open doors that no algorithm ever will.
And here’s the mindset shift that separates us from the ones who quit:
>Rejection is correction. Every ‘no’ refines your path.
>Ridicule is fuel. If they laugh at you, you're probably onto something.
>Resilience leads to brilliance. Keep going, and you'll outlast them all.
>We don’t fit in, we freak out. Because you can't win by blending in.
This isn’t about fame—it’s about sovereignty.
Build your own world.
Own your music.
Create die-hard fans who will follow you anywhere.
That’s the way of the Delusional Freak!
Favourite song of the week - This one gets played a lot with my 1 yr old daughter…(I mean I play it a lot as she can't operate the voice activated loud speaker yet!)
Story Time
Back in 2004, I was mentoring bands as part of an Arts Council-funded project in Birmingham. It was a great gig—working with young musicians, helping them navigate the madness of the music industry, and hopefully stopping them from making the same mistakes most bands make.
One band, in particular, stood out. A three-piece. Insanely talented. Great songs, harmonies so tight you could bounce a penny off them, and a natural charisma that made them feel like a band that was going places.
I first saw them at a school gig, which was a great move on their part, (readers take note)
About 500 hundred kids packed into a hall, screaming like their lives depended on it.
When the band finished, the place erupted. It was chaos. Fans swarming them, begging for autographs, chasing them through the corridors like it was 1964 and they were The Beatles.
I caught up with them after the show. “That was incredible,” I said. “So, how are you staying in touch with all these fans?”
They looked at me, confused.
"What do you mean?"
"I mean, how do they follow you? Do you have a mailing list? A way for them to stay connected?"
"Oh. Nah. We just talk to the schools and get booked for more gigs."
I stared at them.
They had hundreds of kids practically throwing themselves at them, and their big idea was… to hope the school booked them again?
This was before social media was what it is today. Back then, if you weren’t collecting emails or phone numbers, you were gambling on people remembering you.
But the bandleader wasn’t having it. He had a vision, and anything outside of that vision (play more school gigs)—fan connection, mailing lists, thinking beyond the next gig—just wasn’t on his radar.
Less than a year later, they’d split up.
And honestly, I still think about them.
They had everything—except the thing that actually mattered.
They mistook attention for loyalty. They thought playing great gigs was enough.
It wasn’t. It never is.
The music industry moves on overnight. But fans? Real fans? If you take care of them, they’ll stick with you for decades.
This band could have had something lasting. If they’d kept even a fraction of those screaming kids engaged, they could have built a proper fanbase. Instead, they became just another band that almost made it.
A moment in time.
A memory.
Resource of the Week
If you’re working with Google Business Profiles (GBP), GMB Everywhere is a game-changer. It’s a handy browser extension that lets you quickly audit any GBP listing at a glance.
You can see whether a profile is claimed, what categories it's using, how well it's optimized, and where the gaps are—without digging through menus.
Perfect for spotting quick wins, competitor research, or just making sure your own GBP is in top shape.
Check it out here: GMB Everywhere
Work With Me & Offers
New Service: I’m offering a 20-minute free session to help you get started with your Google Business Profile. Click here to book.
Start your own online Vinyl distribution ElasticStage is the worlds first online vinyl store. As a partnership with them I can highly recommend their services. This can actually be a game changer for independent artists and can add a lot to your income.
(I also receive a very small commission if you sign up)
Final thoughts
What’s your challenge as a musician trying to grow your audience?
Hit reply and let me know—I’d love to help you tackle it!
Remember:
Rejection is correction. Ridicule is fuel. Keep thriving.
Until next time,
Spence C