We’ve all been there, watching the stream counter tick up, hoping it means something more than just a number. But in today’s attention-splintered music world, streams don’t mean squat if no one remembers your name five minutes later.
That’s the heart of a recent piece by Michael Gilbride over on the Songtrust blog, and it’s one I think every independent artist should tattoo on the inside of their forehead (or better yet, print out and stick above their mixing desk).
Let’s walk through what Gilbride’s saying, why it matters, and how you can start building something more powerful (and profitable) than streams: real fans.
The Core Message: Own the Relationship, Not Just the Result
Gilbride opens with a sledgehammer of truth: most artists are doing free advertising for streaming platforms, without getting anything of long-term value in return.
When you send someone to Spotify, you don’t get their email. You don’t get their name. You don’t even know where they live. You just get a faceless tick on a spreadsheet.
The article lays out a four-stage fan-building funnel:
- TOFU (Top of Funnel) — This is how someone first notices you. Could be a show, a video, a TikTok, a song placement, or even busking on the street.
- Opt-in — You offer something of value (like a demo, discount, or exclusive video) in exchange for an email address or phone number.
- MOFU (Middle of Funnel) — You stay in touch. You’re building trust now—sharing stories, progress, behind-the-scenes stuff. You’re reminding them you’re a human, not an algorithm.
- BOFU (Bottom of Funnel) — Now you’re ready to ask them to do something: buy a ticket, pre-order an album, join your membership, support on Patreon.
And it all revolves around one key idea: don’t leave your audience data in someone else’s hands. Build the list. Keep it warm. And use it wisely.
My Take: Your Mailing List Is Your Real Bandmate
Here’s how I see it: your mailing list is the only bandmate that works 24/7, never shows up late to rehearsal, and won’t ghost you when life gets hard. If you don’t have one, you’re building a house on rented land.
This article hit me because it doesn’t sell some fantasy. It acknowledges the hard work. But it also shows the clear payoff: a small but active email list can out-earn tens of thousands of streams.
Why? Because those people actually know who you are and they’re far more likely to buy from you.
Here’s how I’d apply this funnel to real life:
- Your next social post? Don’t just plug your song. Ask them to join your list and offer them something cool in return. A lyric sheet. An unreleased demo. A private livestream invite.
- Your next gig? Bring a QR code for signups. Ask from the stage: “If you dig this sound, scan this and I’ll send you the demo tonight.”
- Your next release? Make it part of a story. Send emails showing the process, the ugly drafts, the ‘what was I thinking?’ moments. People connect with you, not just your product.
Over time, this becomes a rhythm. Not a hustle. Not a spam-fest. Just a gentle conversation with the people who care most.
A Stream Is a Glance. A Fan Is a Relationship.
There’s a metaphor in here that’s hard to ignore: streams are like flirting in a noisy bar. It’s surface-level. It’s fleeting. But when someone gives you their contact info, they’re saying, “I want to hear from you again.”
That’s the beginning of a relationship. And in music (just like in life) relationships are where the real value lies.
Go Read the Full Article
Michael Gilbride lays it all out beautifully in his post: The 9-Step Musician’s Guide to Building a Fanbase
It’s a blueprint for any artist who’s tired of yelling into the algorithm void and wants to actually build something that lasts.
Your Next Step
Pick one song and create a simple funnel around it this week.
- Post a clip (TOFU)
- Offer something special in exchange for an email (Opt-In)
- Send a short “thank you + story” email (MOFU)
- Then, maybe, invite them to your next show or merch drop (BOFU)
Because the truth is, you don’t need millions of people to care. You just need the right ones and a way to reach them without asking Spotify for permission.
