Artist development is the process of helping an artist grow creatively, professionally and as a business. It can include refining an artist’s sound, image, live performance, business knowledge and relationship with their audience.

Talent matters, of course. But talent alone does not build a long-term music career. Artists also need structure, mentorship, experience and opportunities to figure out who they are and how to build something sustainable around the music.

Artist development used to look different

For decades, record labels handled much of the artist development process themselves. They might provide vocal coaching, media training, songwriting sessions, image consulting, marketing support and opportunities to improve an artist’s live performance.

A&R, short for artists and repertoire, is the part of a record label traditionally responsible for finding artists and helping guide their creative development. A strong A&R relationship could shape everything from songs and producers to the direction of an entire career.

However, the music business changed. Artists gained access to affordable recording tools, digital distribution and social media. Suddenly, they could release music, build an audience and develop a brand before a label ever became involved.

As a result, labels often expect artists to arrive further along than they once did. That doesn’t mean artist development disappeared. Instead, more of the responsibility now starts with the artist, manager or independent label.

What does artist development include today?

Artist development is bigger than making better songs. A well-developed artist needs growth in several areas at the same time.

1. Develop the music

The music still comes first.

Artists should continue improving their songwriting, musicianship, vocals, production and ability to choose songs that actually fit who they are.

That may involve coaching, songwriting sessions, rehearsals, working with producers or simply making enough music to learn what works and what doesn’t.

The goal is not to make an artist sound like everybody else. It’s to help them become more clearly themselves.

2. Build a clear artist identity

An artist needs more than a logo and a nice photo.

The music, visual identity, personality, story and messaging should make sense together. Fans should gradually understand who the artist is and what they can expect from them.

That doesn’t mean manufacturing a fake persona. In fact, the strongest brands usually grow out of something that is already true about the artist.

A good biography is part of that foundation too. If yours needs work, our guide on how to write an artist bio walks through the process of turning your background, influences and accomplishments into a useful story.

3. Learn the business

Artists do not need to become accountants, attorneys and marketing executives. They do need to understand the business they are participating in.

That includes things like music distribution, the process of delivering recordings to streaming and download services; publishing, the business surrounding songwriting rights; and royalties, the payments generated when music is streamed, sold, performed or otherwise used.

Artists should also understand basic budgeting, contracts, ownership and where their income can come from.

You don’t have to know everything. You do need to know enough to ask good questions and recognize when you need help.

4. Understand the audience

Artist development also means learning who is actually connecting with the music.

Your target audience is the group of people most likely to connect with what you make. Understanding that audience can help shape marketing decisions, content, touring and even where you spend your time online.

Our guide on how to define your target audience goes deeper into using your music, data and existing fans to figure that out.

The goal is not to change your music to chase an audience. It’s to get better at finding the people who are already most likely to care.

5. Develop as a performer

Recording a great song and performing it well in front of people are different skills.

Artists need opportunities to rehearse, play live, make mistakes and learn how to hold an audience.

That includes stage presence, communication between songs, pacing a set and learning how to recover when something goes wrong.

You get better at performing by performing.

6. Build the right team

Very few sustainable careers are truly built alone.

Depending on the artist and stage of the career, the team may eventually include a manager, label, distributor, booking agent, publicist, attorney, business manager, producer or other specialists.

Mentors matter too. Sometimes the most valuable person in an artist’s development is simply someone experienced enough to say, “You’re not ready yet,” or, “This is the thing you should be focusing on.”

And the support system should not stop with the business. Our article on building your support system as an artist looks at the people who help an artist stay healthy and grounded while building a career.

Artist development for independent labels

Independent labels have a real opportunity here.

A label does not need a major-label budget to help develop an artist. Sometimes development is simply giving an artist honest feedback, helping build a release plan, making introductions, identifying weak spots and giving them enough time to improve.

For independent labels, that can mean:

• connecting artists with vocal, instrumental or songwriting resources
• helping artists understand distribution, publishing and royalties
• working with artists to refine their sound and visual identity
• building realistic release and marketing plans
• helping artists understand their audience and data
• creating opportunities for live performance and collaboration
• providing mentorship instead of only showing up when something is ready to sell

That kind of development can also create stronger label relationships. Artists are more likely to value a partner who helps them become better at what they do instead of simply delivering finished music to streaming services.

Artists cannot wait to be developed

The biggest change in artist development may be this: you should not wait for somebody to discover you before you start.

Work on the music. Learn the business. Build your audience. Get better live. Find people who will tell you the truth. Pay attention to what works and keep developing the parts that don’t.

A label, manager or other partner can accelerate that process, but they should be joining something that is already moving.

Artist development is not a box you check before your career begins. It is the ongoing process of becoming better at the creative, business and human parts of being an artist.

And if you plan on doing this for a long time, that process never really stops.