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The New "Industry Plant"
Is it you?
Everybody loves a rags to riches story–it’s relatable and easily bought into. Most music artists will sell themselves as self-made, even if they’re not, for the sake of bonding with their audience and building a brand. But this is inauthentic and misleading to fans. Why build a brand on a lie?
What is an industry plant?
“Industry plant” is a derogatory word for a music artist believed to be undeserving of their success. While they call themselves self-made, they’re supposedly backed by big names (and money) in the industry.
They may lie about their connections to record labels, the extent of marketing support, or prior industry experience. Industry plants might downplay the help of songwriters, producers or choreographers in their success, saying their music is a sole product of personal talent and grassroots efforts. This misleads fans about the truth of their artistry and the reality of their journey in music.
Controversial Success
The concept of industry plants sparks discussions about authenticity and the nature of success in the music industry. Critics debate about whether they are beneficial or detrimental to the industry as a whole.
Artists who fit the industry plant mold reach that status by "artificially" dominating the media somehow. As a result, they can influence trends and the sound of popular music, which is a powerful thing. But despite big paychecks coming in, artists should still care about the nature of their authenticity.
Authenticity is the subject of ongoing discussions about success, like how it's defined and perceived in the industry.
Success in the music industry has evolved. Metrics like streaming numbers and social media followings often overshadow traditional measures like album sales. This shift complicates the idea of what is "true" success and how much it relies on marketing versus raw talent and elbow grease.
Authenticity Rules
Most music fans appreciate artists who build their careers from the ground up, with live performances and organic growth. Industry plants are considered products of a corporate marketing strategy, which can diminish the perceived value of their music. Especially early in their career.
Presumed industry plants exhibit the issues of privilege and access in music, overshadowing independent artists who lack the same resources. In the end, this can lead to an unfair competitive advantage, narrowing the musical landscape.
When an artist is labeled an industry plant, it's assumed their success is more from marketing than talent, leading to skepticism about their artistic integrity.
Be the Industry Plant
By making music under a false backstory, you’re lying to your audience about who you are. Your brand is inauthentic, but it doesn’t need to be.
It is completely possible to brand yourself authentically, even if you don’t have a rags to riches story. What do you stand for now? Why do you make your music? What’s the story you’re telling through your work as an artist? Where does your journey go from here?
Book live performances at small venues as you get started in the industry. Connect with local artists to personally explore your music style. Even if you are fortunate to have industry help, don’t let it show. Focus on building your brand authentically, not riding the wave of privilege to success.
Make Your Own Success
Even if you’re entirely new to the music industry, you can have success like someone perceived as an industry plant.
First, lead with your truth and let your brand speak for itself. You don’t need rags to riches or a million dollars from a corporate record label, you just need to carry a nice tune to an honest story. This will help listeners connect with you on a deep level and stay loyal as you evolve.
Second, put yourself out there. Record your music and release it. Market the hell out of yourself on social media. It won’t happen overnight but success may come sooner than you think.
Be impossible to ignore, tell a true story, and don’t give up. That’s how you become the ultimate oxymoron: a self-made industry plant. Don’t rely on outside forces; do the work to become wildly popular and pivotal, then reap the benefits of your authenticity.