Drew Thurlow, Founder of Opening Ceremony Media, Host of the Lone Wolves Community podcast, and former Head of A&R at Sony, lays out a two-part strategy for artists to stand out: stay grounded in your craft while leaning into the realities of modern fan engagement.
Get good or get lost: Despite the deluge of new music, Thurlow says the real differentiator hasn't changed. "The way to stand out is the way artists have always stood out—by being good at it," he says. "So many artists miss that point. Be credible as an artist, work at your craft, have something to say, have compelling music." Fans won't fall in love with your work unless it's solid. "Then you will be rewarded with an audience," says Thurlow.
History repeats: Thurlow says the biggest advantage isn't hype. It's staying power. "Sticking with it is the most important thing," he says. Finding an original voice doesn’t happen overnight. And while AI feels new, he points out it’s just the latest chapter in a much longer story. "The AI democratization isn't entirely new; it's a continuation of trends in digital efficiencies and technology that have been unfolding since the late 1990s. This isn't an unfamiliar concept to the music industry."
That kind of momentum is gold, if the artist is ready for it. "The trick as an artist is being able to capitalize on it once it happens," he says. "Make sure your social accounts are up to date. Make sure that your handles are all matching. Make sure that your content reflects the kind of artist you are. Make sure you're optimizing your content for the best engagement," Thurlow explains.
Platform power: Short-form video platforms are key digital spaces for artist growth. They let artists "introduce yourself to an audience holistically with audio and video and visuals," Thurlow says. Think TikTok, Instagram, YouTube Shorts, and Facebook Reels. “Making sure that you're up to date on all the places where your fans are is really important," he adds.
But video isn’t the whole picture. "The hyper-beloved fan communities are also really powerful for engendering a fan base," says Thurlow. That includes platforms like Discord and Reddit, and in some regions, WhatsApp, Signal, or Telegram groups.
Copyright catch up: "We need IP frameworks that keep up with technology," Thurlow says. While policy and private agreements often lag behind innovation, the industry tends to catch up. Platforms like YouTube and TikTok now offer solid copyright protections, creator tools, content moderation, and anti-piracy systems. "AI is turbocharging all of this, and we're going to have to address it," says Thurlow. "But we always have in the past, and I don't see any reason why we won't in the future."