5 Moves Artists Should Make to Start the Year Strong
The start of a new year is one of the most important moments in the music business—not creatively, but strategically.
In the latest episode of Business Side of Music, host Sarah Fleshner kicks off a new monthly series designed to help artists and music industry professionals stay informed, focused, and intentional about how they build their careers. Instead of chasing noise, this episode breaks down five foundational moves every artist should make to start the year strong—plus actionable steps you can take immediately.
Whether you’re an independent artist, manager, or emerging music professional, these principles are meant to help you build momentum that lasts all year long.
Move #1: Get Clear on Your Business Identity
Before you make decisions, sign deals, or chase opportunities, you need clarity.
Who are you as an artist or business?
What do you stand for?
Can you explain it in 30 seconds or less?
Without a clear business identity, artists often waste time on misaligned opportunities that lead to bad decisions and bad deals. If you don’t define your business, someone else will—and that rarely works in your favor.
Action Step:
Write a 30-second elevator pitch that clearly explains who you are, what you do, and who you serve.
Move #2: Own Your Data (Not Just Your Social Media)
Social media is valuable—but it’s rented space.
Artists don’t own their social platforms, and those connections can disappear overnight. That’s why owning your data is critical. Your website, email list, fan club, and text list are assets you control—and data is power for independent artists.
Social media should be used as a tool to guide fans to platforms you own, not as your only connection to them.
Action Step:
Start or strengthen one owned platform this year—your email list, fan club, or website—and actively drive fans there.
Move #3: Understand Where Your Money Actually Comes From
Streaming is marketing—not the main source of income for most artists.
Real revenue often comes from touring, merchandise, publishing, sync placements, and brand deals. If you don’t know where your money is coming from, you can’t scale it.
Even at the earliest stages of a career, artists need to understand their income channels and choose one to focus on improving at a time.
Action Step:
Look at last year’s income and identify your strongest revenue stream. Choose one area to improve this quarter.
Move #4: Pay Attention to Trends—But Don’t Chase Them
Trends come and go. Your brand should not.
Jumping on every trend without considering whether it aligns with your identity can confuse fans and dilute your message. Trends should support who you already are, not redefine you.
If a trend doesn’t strengthen your relationship with fans or align with your goals, it’s okay to skip it.
Action Step:
Before participating in a trend, ask: Does this support my brand and my long-term goals?
Move #5: Build Relationships, Not Just Reach
The music business is still a people business.
Followers and reach matter—but relationships are what open doors. People want to work with people they trust and enjoy. One of the simplest ways to build strong relationships is by approaching conversations with a mindset of service.
Before ending a conversation, ask: How can I help you?
Action Step:
Make relationship-building part of your weekly routine—whether that’s reaching out to peers, collaborators, or industry professionals.
5 Action Steps You Can Take Right Now
To put these ideas into motion, here are five practical steps you can take this week:
Do a 60-minute business audit
Review where your income came from last year, what worked, and what didn’t.Set one primary goal for the quarter
Choose one goal that moves the needle and let everything else support it.Clean up your digital house
Update bios, links, profile images, websites, and metadata so your brand is clear in seconds.Strengthen one revenue stream
Focus on improving one area—touring, merch, streaming strategy, or publishing.Start thinking like a CEO
Schedule weekly CEO time, track your numbers monthly, and make decisions based on strategy—not emotion.Professionalism is often invisible, but it’s always noticeable when missing.
Final Thoughts
Starting the year strong isn’t about doing more—it’s about doing the right things with intention.
This episode marks the beginning of a recurring monthly series on Business Side of Music, designed to help artists and music professionals cut through the noise and focus on what actually matters.
If you found this helpful, follow along, subscribe to the newsletter, and join the conversation as we continue breaking down the real business behind building a sustainable music career.
