Squatter's Syndrome: Who Does Your Music Speak To?

Drop a song, blow, then ride off into the sunset with fame in one hand and fortune in the other. The blueprint has been laid right, so why are so many artists still stuck with no foundation? Why is it so hard for artists to find their fans and market their art? If you're an artist who finds yourself asking these questions, you might be a "Squatter." A Squatter is someone who occupies property without title, right, or payment of rent. In other words, you are trying to occupy a space that isn’t yours.

Throughout this post, I'll explain what "Squatter's Syndrome" is, why it's killing your dream of being a full-time artist, how to build your home (create your niche), and how to identify your guests (fans).

Currently, you are creating music and sharing it with the world, hoping that someone will listen and engage with either their time or money. That's an excellent first step! Now that you have developed the habit of releasing music, it's a good idea to take a step back and reassess who you’re making this music for? The insight I’m about to share comes from YG Dev, A&R at Double M Studios. I want to give him full credit for providing me with this fresh perspective, which I believe is crucial for an artist's success, and I feel it's worth sharing with you.

Now, imagine a town. This town is filled with various neighborhoods, each containing houses, and each house containing different rooms. Think of the music industry as this town. The neighborhoods represent different genres, the houses within each neighborhood represent sub-genres, and the rooms in each house represent what makes an artist unique in that sub-genre. Does that make sense?

The reason you can't get off the ground is because you're in a neighborhood (genre), house (sub-genre), or room (you're copying another artist) you don’t belong in.

Odd Future was an alternative hip-hop music collective formed in Los Angeles, California, in 2007. This group is known for producing talented artists such as Tyler, The Creator, Frank Ocean, Earl Sweatshirt, Steve Lacy, and Syd, among others, many of whom share the same genre or neighborhood for the sake of this analogy.

How can multiple artists thrive in the same genre without interfering with each other's success? Although they may share a genre, they appeal to completely different audiences. For example, both Tyler and Earl are rappers, but Tyler's style is more eccentric. He has a loud personality and connects mainly with kids who fear expressing themselves due to the threat of judgment. The themes in Tyler's music focus on embracing individuality and accepting one's flaws, emphasizing that no one is perfect.

In contrast, Earl has a more reserved demeanor. While both artists convey a similar message, something as simple as a relaxed delivery can determine who their listeners are and who gravitates toward them.

The same is true for Frank Ocean and Syd. Both are queer artists who create downtempo music, often classified as Alternative R&B. However, their perspectives on love, loss, and happiness differ significantly. This variation allows them to connect with completely different audiences, through diverse tempo, production, and cadences as they are unique individuals with distinct experiences and taste.

Take a listen to “Thinkin' Bout You” by Frank Ocean and “Smile More” by Syd. Different approaches to the same theme, love.

Answer the questions in the exercise below to help you narrow down your genre and identify who you are speaking to. Remember that over time, you will evolve, as will your message. Feel free to add questions to and repeat this exercise whenever you feel that your music no longer reflects who you are or what you want to express.

Your Neighborhood (Genre)

• What genre best describes your sound? 

Your House and Room (Sub-Genre)

• Are there any specific sub-genres you blend into your music?
• Is your music slow, upbeat, or somewhere in between?
• What instruments or sounds are most prominent in your music?
• Is your music dark, energetic, laid-back, emotional, or something else? How do you want people to feel when they listen?
• What topics do you talk about in your lyrics?
• What message are you sending to your listeners? What do you want them to take away from your music?
• Where are you from, and how does your background influence your music?
• What parts of your story are reflected in your music? How do your struggles, triumphs, or values shape the way you write and produce your music?
• What do you want your audience to think, feel, or do after listening to your music? Do you want to inspire them, challenge their views, or provide a sense of comfort?

Your Guests (Fans)

• How old are your fans?
• What is their gender identity, or do they represent a diverse group?
• What do they do for work? Do they go to school? What do they do for fun? Where do they spend their time?
• Are they based in a city or country, or are they worldwide?
• What are their hobbies, values, and beliefs?

Completed Exercise Example:

"I make high-energy pop music with catchy beats and lyrics about overcoming personal struggles. My ideal listener is a 20- to 30-year-old, mostly female, who is navigating adulthood and looking for motivation. They’re active on social media, love to go out and care about mental health. My music blends pop with a bit of electronic and dance elements, and my message is all about empowerment, self-love, and breaking through life's challenges."

Congratulations, you are no longer out in the cold!

Be patient with yourself and ensure that your foundation is strong. The artists you admire have reached the top for a reason: they understand their sound, know how to achieve it, and are clear about their audience. Creating and releasing music can be enjoyable as a hobby, but if you aspire to make a living from your music, it’s essential to get your house in order!

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