Bootstrapping Bands: Why I’m Writing This (And What Comes Next)

Most artists are chasing the wrong things.
Not because they’re foolish. But because the music industry has fed them myths for decades—and we’ve all swallowed them.

You know the ones:

• “If I just get signed, everything will work out.”

• “Streaming will make me rich.”

• “If I blow up on TikTok, the rest will follow.”

But here’s the thing: I’ve spent years working in music, both as a musician and behind the scenes. And I’ve seen how damaging these myths can be. They distract. They waste time and money. Worst of all, they make artists feel like they’re failing—even when they’re not.

That’s why I’ve started writing Bootstrapping Bands—a book (and now a blog) for musicians who want to grow a fanbase and build a sustainable career without waiting for permission or chasing smoke.

This blog is where I’ll share that journey in real time: the writing process, the lessons I’m learning, the ideas I’m shaping. Some posts will be messy, some structured, but all of them will be honest. It’s my attempt to write the book in public—and hopefully spark a few conversations along the way.

Where I’m at right now

I’ve just finished working through a big section of the book called The Artist’s Map—the “M” in my MUTINY framework. It’s all about defining success on your own terms, rather than letting the industry decide what matters.

The big idea?

If you don’t know where you’re going, you’ll spend your whole career chasing someone else’s dream.

I’ve also been digging into myths that hold artists back: the obsession with streaming numbers, the fantasy of viral fame, and the idea that a label deal is the only route to success. These beliefs are more than just outdated—they’re harmful. They stop talented people from moving forward.

What to expect from these posts

Each week, I’ll share:

• Personal reflections from the writing process

• Practical takeaways for independent artists

• Sneak peeks of concepts and frameworks from the book

• Questions I’m wrestling with—and maybe some you are too

Sometimes it’ll be scrappy. Sometimes it’ll be refined. But the aim is to show my working—and hopefully help other musicians and music marketers build something better, together.

If you’re an artist, manager, educator or label trying to support musicians in a healthier way, I’d love to hear from you. Drop a comment, DM, or email. Let's talk.

Next week, I’ll dive deeper into The Artist’s Map and share a practical way to start vision-mapping your music career.

Until then—
Rich