THE UNSEEN STRUGGLE: BANDS' MOTIVATIONS VS. THE MUSIC INDUSTRY GRIND

Sitting at my kitchen table one Thursday evening, Ant and I shared a bottle of wine and started our usual conversation about music and stuff. We started listening to bands we've featured or are going to feature on NottsRocks and even others we've stumbled across on streaming platforms. It wasn't long before we started shaking our heads at how some of these incredible bands barely have 200 followers. It seems almost criminal when you hear their music and realise the sheer talent that goes unnoticed.

That set off a conversation about the brutal reality of today's music industry. There are millions of tracks on Spotify alone, with 120,000 songs uploaded daily to Spotify, Apple Music, YouTube Music, and Amazon Music. When there's such a flood of content, how do bands even begin to make a name for themselves? How can they compete? The short answer is, it's nearly impossible—unless you're one of the lucky few to catch a break.

So, what motivates these bands to keep going? Is it about hitting the charts, or are their ambitions more about connecting with people, even if it's just a handful of loyal fans?

To dig deeper into this reality, we reached out to several artists and industry figures who've been navigating these waters: the passionate indie rock outfit China Bears, the dynamic Ten Hands High, solo artist Drew Thomas, and Will Robinson from I’m Not From London, a seasoned label owner and promoter who's been championing independent music for years. We heard about sacrifices they've made, time they've given up, and the financial risks they've taken just to get a single track out there. A lot of people don't realise that the cost of releasing one track often tops £1,000, covering studio time, mixing, mastering, and then there's the promotion side, which can easily set them back another few hundred quid. And that's just for one song.

Then there's the touring side. For bands without the backing of a record label, covering the costs of touring—travel, accommodation, food, and equipment—quickly becomes a massive financial drain. On average, a small UK tour might cost an independent band £1000 to £5000, more if they travel to Europe etc. For many, it's a choice between going on tour and emptying their savings or sticking to their day jobs and missing out on potential fans. Overall, while the earnings vary, an indie band with 3,000 followers can earn in the range of £1,000 to £2,500 monthly if they leverage multiple streams like live shows, merch, and fan support alongside streaming. However, costs like production, promotion, and travel often offset these earnings, making financial stability challenging without a growing fanbase and diversified income.

It's not just about the money, either. These bands are pouring hours into song writing, rehearsing, recording, and managing their own promotion. Many of them work full-time jobs on the side, meaning their evenings and weekends are spent chasing a dream that may or may not come true. They're up at the crack of dawn for work, squeezing in rehearsal after, and then getting back home only to start it all over again the next day.

And it doesn't stop with the release. After a track is out, there's the endless cycle of trying to keep up on social media. Without a marketing team, these artists are doing it all themselves—posting, interacting, trying to grab the attention of an audience already bombarded with music and entertainment options. The grind is relentless, and for what? A few thousand streams, if they're lucky?

When you start looking at the reality of what these bands are up against, you can see why so many people give up. The reality is that the majority of musicians are doing this out of sheer passion. They're not in it for the money or fame—although that wouldn't hurt—but because they're driven by an undeniable urge to create, share, and connect.

The Evolution of Dreams

"When I started my first band, I was adamant that I wanted to be the biggest singer in the world," reflects Drew Thomas, an established musician who's spent 15 years in the industry. "The more time you spend grinding away, you lose that naivety but gain experience instead."

This sentiment echoes across many of the bands we spoke to. Alexi from Ten Hands High shares, "I think as kids you have big dreams like headlining Wembley and touring the world etc., but as you mature and as we got to our teens and early 20s the main goal was just to be able to do it for a living."

The Reality Check

While the raw numbers of the industry are sobering enough, the real-world impact hits harder when you hear it directly from the bands. "We got paid £52 the other day for a support show in Leeds, doesn't even cover petrol," Alexi reveals. This economic challenge is a common thread among emerging bands. China Bears' Fazer notes, "Creating and touring music is expensive, and balancing that around work and personal commitments when the band doesn't bring any money in personally can be very challenging."

The Social Media Grind

Perhaps the most significant shift in the music industry is the dominance of social media. "It's not about the music anymore unfortunately," Alexi explains. "You can't be a musician without also being a content creator, the industry just doesn't work like that anymore." He estimates that only about 10% of his time is spent making music and playing live – the rest is dedicated to social media content creation.

Will Robinson from I’m Not From London, a label and promoter, offers a balanced perspective: "If it's natural to you, embrace it and if not maybe get someone good at it to handle it for you. As a promoter I really rely on Instagram, as a label and musician, TikTok is probably the best for reach."

The True Cost of Passion

The personal investment these artists make goes far beyond money. Drew Thomas shares, "I've spent the majority of any savings I've had and worked various jobs (sometimes multiple at the same time) to fund it. One thing that a lot of people don't talk about is how much dedicating yourself to a passion can affect your personal life. I'm lucky now to have a partner and friends that totally get it now, but I spent several years alone or having to sacrifice a lot of things to be able to give music a go."

Ten Hands High's Alexi opens up about the complex balancing act of band commitments: "We've all put so much into this band and it does take a lot of our energy but the moments we get at our live shows really does make it all worth it." He reveals the different dynamics within the band, explaining how their drummer and bassist manage full-time jobs while their guitarist runs a flexible guitar teaching business. As for himself, he's been the 'player/manager' for six years, living at home with his parents and doing freelance digital marketing on the side for 'life-money.' "In terms of personal investment yeah it has been quite a big sacrifice not living in London with my mates and having minimal money having to use up some of my savings too," he admits, "but it's been worth it and I think at the end of the day one of us had to do it properly full time to be able to build what we've built."

China Bears have been at it since 2015, self-funding nearly everything except their debut album. "Apart from our debut album, every release and tour is self-funded and self-booked," Frazer explains. "Creating, releasing and touring music is an extreme privilege, it takes a lot of work with a lot of hurdles but so far we're managing." For them, the biggest challenge echoes what many bands face: "Ultimately, and I think this is the same for most bands at our level, the biggest challenge is managing the finances." Despite this, they maintain their determination: "We have great ambitions for China Bears and are determined enough to keep going until it works... there really is no better joy in playing your music with your friends to a crowd of people who are fans."

The COVID-19 pandemic added another layer of challenge for emerging bands. Alexi recalls how it hit Ten Hands High just as they were building momentum in their second year: "We had a 6 date mini tour planned for April 2020 and obviously it all got cancelled, along with all subsequent planned shows that year." The band managed to survive by putting on socially distanced gigs in 2021, but as Alexi notes, "I kinda feel like that year sent us back to the start line and we had to then start creating our momentum from scratch."

Drew Thomas, reflecting on his 15-year journey, maintains his conviction despite the challenges: "I've worked with some huge artists, playing all over the UK (and beyond) and written well over 500 songs in my career so far. At least if I never make it, I gave it the biggest shot I could."

Measuring Success

Will Robinson offers a refreshing perspective on success: "If you can get to the point where you don't need to work your 9-5 as music is paying your bills then you're in the top 10% of the industry, but you'll probably never get there so just concentrate on making music you're proud of, breaking even, not burning out and playing loads of fun gigs and festivals."

For many artists, success has been redefined. Drew Thomas now says, "I used to say that I wanted to make a living wage from it – now I don't. I want to make the best music ever and I want the world to hear it."

A Survival Guide for Emerging Artists

Through our conversations with the above bands and industry professionals, we've gathered some essential advice for those brave enough to step into the music scene today. While the article's main message is about supporting these hardworking artists, we'd be remiss not to share these invaluable insights for emerging musicians.

The Social Media Reality

Our research shows that your brand, particularly your social media presence, needs to be professional and coherent. Most music professionals actually check your brand before they even listen to your music. It's about effectively telling your story through digital advertising and short-form content.

However, Drew Thomas offers a crucial counterpoint: "Don't let social media define how successful you feel (easier said than done). Stats are fickle and chasing them will only get you down." It's about finding that delicate balance between maintaining a professional online presence without letting it consume your artistic spirit.

The Music Comes First

At its core, it's still about the music. As Drew candidly puts it, "Can you honestly hand on heart say you have 50 incredible number 1 hit songs? If not, keep writing." This focus on craft over clout is echoed by many successful artists.

Alexi shares a practical tip about recordings: "Don't release shitty sounding demos. I guarantee you'll regret it. Wait until you're really really really sure that you've found your feet and are on the way to finding your sound." Those early releases stay online forever, so make them count.

Building Your Scene

China Bears emphasize the importance of community: "Support your scene, if there isn't one then create your own shows and make one, celebrate your friends' successes, watch their gigs and buy their merch." This commitment to building a supportive community isn't just good karma – it's good business.

A key piece of strategic advice comes from Ten Hands High: "Try and work with big promoters in the cities you're in straight away." While small-time local promoters are great for starting out, connecting with larger indie promoters early can open doors to bigger bands and festivals.

The Professional Approach

Will Robinson's practical advice cuts through the noise: "Don't follow trends, keep it fun, be open to diversification, get good t-shirts, get together a war chest, practice lots." He also emphasizes the importance of self-care: "Stay hydrated, try and get some sleep, work hard, look after your mental health, look after your mates."

Several key principles emerged consistently across our interviews:

"Don't be a dick. The music industry is bitchy – everyone will find out."

"No matter how small the venue, play every show. You never know who is going to be in the crowd."

"Stop worrying about your age – you are making art, art lasts."

"Don't chase the industry. The most attractive energy to a business-minded industry person is 'with or without you.'"

Managing Expectations

Perhaps most importantly, China Bears advise: "Control the controllable and try not to fret too much about the things you can't, manage your expectations, some people will not like your music and that's okay." It's about finding your people and learning how to communicate effectively with them.

As Will Robinson perfectly summarizes the industry reality: "Have no Gods or masters, we're all winging it, most of what you see and hear is smoke and mirrors, just be proud of what you do and have fun." It's a reminder that behind the glossy façade, everyone's just trying to figure it out as they go along.

Why It Matters to You

After hearing these stories of struggle and determination, one thing becomes crystal clear: these artists aren't chasing fame or fortune. They're driven by something deeper—an undeniable urge to create music that matters, to share their stories, to connect with anyone willing to listen.

Supporting local and indie music isn't just about finding something cool to listen to; it's about backing real people, with real dreams, who are working tirelessly to bring us music that resonates. These artists pour their hearts, souls, and bank accounts into creating something meaningful. They're not asking for fame or fortune – they're asking for a chance to be heard, to connect, to share their art with people who might understand it.

Next time you see a band playing at a local venue, consider going to watch. Buy their merch, grab their vinyl or CD (and get it signed—these often become cherished pieces in your collection with a great story behind them), follow them on social media, share their music, and maybe even pay a little extra for that ticket. Small actions from fans can make a world of difference in a musician's life.

So when you're deciding what to do on a weekend, remember: these artists aren't just making music – they're pouring their lives into creating something meaningful for us all. The least we can do is show up and listen.

Written by Lee.