I’ve met countless producers who make incredible music.

Technically strong.

Creatively sharp.

Still stuck.

I was one of them.

---

When Tracks Don’t Add Up to a Career

At some point, you start noticing the pattern.

You release a track.

It does okay.

Then… silence.

No clear next step.

No momentum.

Just another restart.

That’s when producers start asking: How do I turn this into something real?

---

Why Producing Music Is Only Part of the Work

Being a producer today means more than finishing tracks.

It means:

• understanding your position in the market
• communicating your sound clearly
• knowing what to release and when
• building trust over time

Without that, even great music disappears.

---

The Trap I Fell Into (And Many Producers Do)

Waiting.

Waiting for:

• a label
• recognition
• permission

Artist Coaching helped me see something important:

Waiting is still a decision.

And usually not a good one.

---

What Artist Coaching Changes for Producers

Artist coaching helps producers:

• define their identity and direction
• connect music to branding and visibility
• plan releases with intention
• stop guessing and start building

It’s not about marketing tricks.

It’s about alignment.

---

Building a Career Without Burning Out

Pushing harder is rarely the answer.

Sustainable careers are built on:

• rhythm
• clarity
• realistic planning

That’s the difference between surviving and lasting.

👉 Read more about strategy: Career strategy for music producers

There was a time when I believed that if I just made better music, everything else would fall into place.

More studio hours.

More tracks.

More pushing.

From the outside, it looked like progress.

From the inside, it felt… heavy.

And that’s a moment I now recognize in a lot of DJs I work with.

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The Moment You Start Doubting Yourself

Most DJs don’t wake up thinking: I need an artist coach.

They wake up thinking:

• “Why does this feel harder than it should?”
• “Why am I busy, but not really moving forward?”
• “Why does everyone else seem to know what they’re doing?”

You might have releases.

You might even have gigs.

But clarity is missing.

---

Why Making Better Music Isn’t Enough Anymore

This is the uncomfortable truth I had to learn myself.

In today’s music industry, quality alone doesn’t create direction.

DJs are expected to:

• stand for something
• communicate clearly
• make strategic choices
• build momentum over time

Without that, you keep starting over.

New tracks. New plans. Same confusion.

---

So What Does an Artist Coach Actually Do?

An artist coach doesn’t tell you who to be.

Artist coaching helps DJs:

• see the bigger picture
• connect music, identity, and decisions
• stop reacting and start building
• replace chaos with structure

When I first experienced this shift myself, the biggest relief wasn’t success.

It was clarity.

---

Is Artist Coaching Only for Beginner DJs?

No. And this surprises a lot of people.

Most DJs who look for coaching already have:

• releases
• some audience
• maybe even bookings

The problem is not ambition.

The problem is direction.

---

When Artist Coaching Makes Sense

Artist coaching becomes valuable when:

• you’re doing a lot, but it feels scattered
• you want to grow without burning out
• you’re tired of copying others
• you want a career that fits your life

That was my turning point too.

---

This Is Not About Shortcuts

There are no shortcuts in music.

Artist coaching doesn’t promise overnight success.

It helps you build something sustainable.

A career that supports you, instead of draining you.

Artist Coaching for DJs & Music Producers

There’s a moment every artist hits.

A moment that feels quiet.

Slow.

Almost pointless.

Streams flatten.

Labels aren’t answering.

Your social posts barely move.

You’re making music, but nothing seems to “work”.

This moment is so common it’s basically part of the job description.

And it’s also the exact moment where most artists quit.

Not because they lack talent.

Not because the industry is too hard.

Not because they “aren’t made for it”.

They quit because they confuse slow progress with no progress.

And that mistake kills more careers than anything else.

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The First Spike Feels Like Success… Until It Doesn’t

Almost every producer gets that first little wave:

• Your track gets picked up by a few DJs
• Your clip performs
• Someone well-known follows you
• You land your first small releases
• Momentum is real and you can feel it

It tastes like the start of something big.

But here’s what nobody tells you:

Every wave crashes. It has to.

And when the hype dips, artists enter a phase where everything suddenly feels flat.

This is the part Ralph (Bassjackers), Jobke (Jay Hardway) and I talked about in the podcast, and we all agreed:

This “flatline phase” is where almost everyone gives up.

---

The Valley of Despair

It’s dramatic, but there’s no better name for it.

It’s the phase between:

“I’m making progress”

and

“Why is nothing happening anymore?”

This is where most careers die.

Not because the artist is bad.

But because the artist is impatient.

The valley is predictable.

It happens to literally everyone.

And it’s always longer than you want it to be.

You plant seeds, but nothing grows yet.

You post consistently, but the numbers don’t climb.

You release music, but it doesn’t change your life.

It feels like the universe is ignoring you.

But what’s actually happening is this:

You haven’t been consistent long enough for anything to compound yet.

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Consistency Is Boring And That’s Why It Works

Everyone wants their career to grow like a viral moment.

But careers grow like gym progress:

slow, invisible, and painfully incremental.

Consistency is the thing nobody sees.

Nobody applauds.

Nobody DMs you about.

It’s silent work.

And that’s exactly why it works.

When we started our weekly podcast, barely anyone watched for months. It felt like shouting into the void. But we showed up every Wednesday at 14:00 anyway.. even when it didn’t look like it mattered.

And slowly… it did.

Here’s the truth artists don’t want to hear:

The ones who win aren’t the most talented.

They’re the ones who stay in the game long enough for the work to stack.

---

Why Most Artists Quit Too Early

Let’s break it down simply.

Most artists quit because:

1. 

They expect results too fast

If you think 6 months of releasing will change your life, you’ll be disappointed.

2. 

They misread the slow phase as failure

The slow phase is where growth is building, not where it’s visible.

3. 

They compare their early chapter to someone else’s chapter 20

And nothing kills motivation faster.

4. 

They rely on motivation

Motivation fades the second life gets busy, or progress slows.

5. 

They don’t have a system

No structure means no consistency.

No consistency means no momentum.

No momentum means quitting.

It’s not talent.

It’s not luck.

It’s not connections.

It’s about who shows up when it’s boring.

---

The Breakthrough Always Comes After the Boring Phase

Every real breakthrough, every “sudden” moment.. happens after months (often years) of nothing noticeable.

That’s the part people never see.

They see the “success”…

But not the stretch where you questioned everything.

That’s why consistency is so powerful.

Not because it’s sexy.

Not because it’s fast.

But because it’s the only thing that gets you through the quiet phase, where everyone else taps out.

---

So What Now?

If you’re in that slow, frustrating phase right now…

Don’t make it mean something it doesn’t.

You’re not stuck.

You’re not late.

You’re not failing.

You’re just in the valley, the part everyone goes through.

And if you keep going here,

you’re already ahead of 90 percent of artists in the scene.

---

If you want help staying consistent…

If you’re tired of guessing what to do next or losing momentum every time things get quiet, I can help you build the structure and clarity you need.

👉 Book an intake call with me

Let’s map out your next steps and get you out of the valley.

Every week I talk to artists who feel stuck.

They make great music.

They work hard.

They release consistently.

But nothing happens.

No new fans.

No growth.

No real momentum.

And the painful truth is: it has nothing to do with the quality of their music.

Most artists simply don’t understand how attention works in 2026.

So let’s talk about it.

---

The Old Game vs. The New Game

Ten years ago, if someone followed you, they actually saw your releases.

You’d drop a track, post it on Instagram or Facebook, and boom — all your followers would see it. Your fanbase, your friends, your colleagues. Organic reach was real.

But that world is gone.

Now we’re in the era of interest media, not social media.

Algorithms don’t push what you follow.

They push what you watch.

Which means:

• Your followers barely see your releases
• Your posts don’t automatically reach your audience
• Your music disappears unless the algorithm decides it’s interesting

And since most artists only post when they release something…

Their entire career depends on one moment every 4–12 weeks.

You’re basically rolling a dice with your future.

---

Music Takes a Month. Content Takes 30 Minutes.

Let’s compare.

Making a track:

• 20 hours of work
• weeks of tweaking
• mixing, mastering, revisions
• finding a label
• waiting for release
• hoping Spotify playlists pick it up
• praying the algorithm likes it

Making a piece of content:

• 20 minutes to an hour
• uploaded instantly
• algorithm shows it to people interested in your topic
• can reach 100,000 people in a day
• can be repeated tomorrow

Both serve the same purpose:

Getting your music heard.

But one gives you a single shot.

The other gives you unlimited shots.

This is why modern artists who win aren’t just great producers…

They’re great communicators.

---

Content Is Not a Distraction. It’s the Doorway.

Music is the product.

Content is the doorway to the product.

If nobody sees the door, they will never find the room where your music lives.

Today, content is the only reliable way to:

• attract new listeners
• build trust
• grow a fanbase
• make your releases matter
• get booked
• create real momentum

And the best part?

Your content doesn’t need to be perfect.

It just needs to be consistent and interesting.

---

No One Wants To Hear This… But It’s True

If you are spending all your time on music

and almost no time on content…

You are slowing down your own career.

Not because your music isn’t good,

but because nobody knows you exist.

Content gets you discovered.

Your music keeps people around.

That’s the new formula.

---

So, What Should You Do?

Here’s the practical version:

1. Create more content than you’re comfortable with

Short videos. Quick stories. Behind-the-scenes. Thoughts. Opinions.

Let people see you instead of waiting for a release.

2. Post consistently

The algorithm rewards repetition.

You don’t need daily posts, but you do need rhythm.

3. Don’t overthink it

Simple videos outperform perfect ones.

4. Use content to open the door

Get people in.

Then guide them to your music.

5. Keep making music, but stop hiding behind it

Your music deserves an audience.

Give it the chance to be found.

---

Final Thought

You don’t need to choose between content or music.

You need to understand that in 2026:

Content is the air.

Music is the fire.

Your content keeps the flame alive

until the right people finally see what you’re capable of.

And when that happens…

Everything changes.

---

Want help building the strategy that actually grows your fanbase?

If you’re serious about taking your artist career to the next level, I’d love to help.

Join me for a 1-on-1 coaching intake call and let’s create a plan that finally gets your music the attention it deserves.

Every month in our Artist Coaching community, we host a Q&A session. And every month the same thing becomes painfully clear: everybody wants to “make it,” but very few understand what the journey actually looks like.

Yesterday’s Q&A hit a few topics that so many artists struggle with. Here are the biggest takeaways.

---

1. Making Money From Music Takes Years, Not Months

A 22-year-old producer asked how he can become full-time without going to university. And honestly… this is where I give the uncomfortable truth.

Making money from music works like compound interest. In the beginning you put in effort, time, money, energy, and for a long time it feels like nothing happens. Only after years does the compounding start. Most artists need at least 2–3 years just to build momentum. Not to “live from it.” Just to get things moving.

That means you need some sort of financial stability, finishing school or having a side job. Not responsibility-heavy work, just something that pays the bills so you can put your remaining energy into music. Because going all-in with no income is romantic until you can’t pay rent, can’t go on dates, can’t even go on holiday. Reality hits hard.

---

2. Content Is More Valuable Than Your Music (Yes, Really)

Someone asked what to focus on if they’re “starting from scratch” again.

My answer was simple: content.

One track takes weeks or months and reaches a few thousand people.

One good video takes hours and can reach the same amount, or more.

Content builds an audience. Content builds trust. Content is the reason someone even hears your music in the first place.

Music is part of the brand. But content is the engine that moves everything forward.

---

3. Rejection From Labels Gets Easier When You Build Evidence

A producer asked how to deal with getting rejected by labels all the time.

This is one of those things you only learn through repetition. The more you release on your own, the more you see your tracks perform, the more you build internal evidence that you don’t need someone else’s approval to make impact.

One no doesn’t mean the track isn’t good. It just wasn’t right for that label, or that A&R, at that moment.

Your confidence grows by releasing, not by waiting for permission.

---

4. Being an Opening DJ Means Playing for the Room, Not Your Ego

Someone playing a festival this weekend asked how “hard” they should go as an opener.

Short answer: you don’t play prime-time music at 2pm. You’re there to set the mood, warm up the room, and prepare the crowd for whoever comes next. That’s the job. Staying in your own lane while serving the event.

---

5. If Your Releases Aren’t Translating Into Gigs… Here’s Why

A producer releasing on Wall, Hysteria, and Spinnin’ asked why bookings still aren’t coming in.

This is the tough reality:

Good music is not enough anymore.

Promoters pay for security.

If they book you for €1,000, they want to be sure they can sell €2,000 or €3,000 worth of tickets because of your name.

That doesn’t come from music alone.

That comes from brand, your fanbase, your content, your social presence.

Music is the product.

Brand is the value.

---

6. Consistency Wins: In Content, DJing, Podcasting, Everything!

We talked about the podcast too. The only reason it’s where it is now is simple: consistency. Two years of showing up every Wednesday at 2pm. People know exactly when it’s happening, and that ritual builds trust.

Artists should approach their brand the same way.

Pick a day. Pick a time.

Show up. Every. Single. Week.

Break the chain too often, and the audience disappears.

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7. Live Streaming Is One of the Best Ways to Build an Audience

Someone asked if live streaming is useful before getting gigs.

My answer? It’s perfect. Super raw, unfakeable, real. Not the fastest strategy, but one of the strongest. People get to know you as a person, not just a logo and a Spotify link. 

---

If you want help with this journey, that’s exactly what we do

Everything we talked about in this Q&A: momentum, content, rejection, brand, consistency, these are the exact things we guide artists through in our 1:1 coaching programs.

If you’re serious about building a long-term career and you want someone in your corner who’s been through it all:

👉 Book a free intake call

We’ll look at where you’re at, what you’re struggling with, and what needs to happen next to move your career forward.

If you’re ready to go all-in, we’ll build a plan together, step by step, that fits your goals and your reality.

Whether you’re at the start or already releasing on labels, having the right guidance saves you years of guesswork.

You don’t have to do this alone.

Let’s build your career the smart way.

Regards, Joey

Most producers I talk to have hundreds of unfinished projects on their hard drive. Ideas that started with excitement, but never made it past the drop or arrangement. You know that feeling, the first 30 minutes fly by, the loop sounds great, and then… it dies.

It’s not because you’re lazy. It’s because starting is easy. Finishing takes discipline.

During ADE week, Jay Hardway and I talked about this exact thing on the podcast. He mentioned something Axwell once said:

“You can only judge a track when it’s finished.”

And he’s right.

You don’t really know if an idea is good until you take it all the way. A melody on its own means nothing; the full picture does.

Finishing tracks isn’t just about releasing music. It’s about training a muscle.

Every time you push through the boring middle part, the mixing, the small tweaks, the endless rendering, you’re building creative endurance. You’re teaching yourself to stay consistent, to stay patient, to close the loop.

That’s how careers are built. Not from one hit, but from hundreds of finished tracks that no one ever heard, each one sharpening your skill.

If you struggle to finish, try this:

• Set deadlines. Give yourself a date and stick to it. No one’s coming to rescue your project.
• Work in sprints. 30 minutes of new ideas every day. Then pick the best one to finish each week.
• Don’t judge early. Wait until the track is done before deciding if it’s good.
• Finish, even if it sucks. You’ll learn something from every track you close.

The real growth happens between “this is fun” and “this is done.”

That’s where you become an artist, not just a producer.

There’s one question I ask every artist before they release a track:

Would you play this in your own set?

Sounds simple. But it cuts straight through the noise.

Why this question matters

A lot of producers release music hoping someone else will play it. Labels, DJs, playlists, anyone but themselves. That mindset instantly puts your power outside of your control.

When you flip the question to “Would I play this?”, you stop chasing approval and start creating music that fits your story, your energy, your crowd.

What the answer tells you

If the answer is yes, great. That means the track represents who you are as an artist right now.

If it’s no, pause before you fix the mix or add a new drop. Ask why you wouldn’t play it:

• Does it not fit your set’s energy?
• Does it sound like someone else’s idea of success?
• Are you releasing it just because it’s “done”?

That “why” is where the growth happens.

How to apply it

1. Test it live – Drop your track in a private stream, DJ set, or rehearsal. Feel the crowd’s reaction, and your own.
2. Compare energy – Play it after your favorite track. Does it hold up? Would you still stand behind it if nobody knew your name?
3. Check the story – Does it belong in the world you’re building? Your sound, visuals, and content should point in the same direction.
4. Be honest early – Don’t wait until release week to ask this. Run the test halfway through production so you can still adjust.

The deeper layer

When you build your catalog around music you’d actually play, consistency becomes natural. You don’t need to guess what your brand is; it’s written in every track you choose to stand behind.

That’s how you create a sound people trust.

Not by trying to please everyone, but by proving you’d dance to your own record.

Over the past months, I’ve had the chance to sit down with DJs, producers, and industry experts from all over the world on the Artist Coaching Podcast. From veterans who’ve been touring for a decade to fresh faces who are just breaking through, a few themes keep coming back.

These aren’t abstract theories; they’re the things artists are learning the hard way. If you take them to heart, you’ll save yourself years of trial and error.

1. Don’t put all your eggs in gigs

Streaming and bookings are great, but they’re fragile. Build other income streams, sample packs, teaching, syncs, merch, so you’re not crushed when one dries up.

2. Your story is your sound

A track gets people listening. A brand makes them stay. The artists who last know how to tell their story consistently.

3. 1,000 true fans > 1 viral hit

Chasing algorithms is exhausting. Building a real community pays off for years. Focus on the fans who care, not the numbers that vanish overnight.

4. Switch it up

Sticking to one sound forever can box you in. Creative freedom, allowing yourself to evolve, is what keeps the fire alive.

5. Routine is your secret weapon

Motivation is unreliable. Discipline and structure will get you through the uninspired days and keep your output steady.

6. The right room matters

Your network can open doors talent alone won’t. Be in the spaces, online and offline, where opportunities are shared.

7. Mental health is not optional

Burnout is real. Therapy, coaching, rest, balance… they’re not luxuries, they’re survival tools.

8. Post more, stress less

Content isn’t about spamming. It’s about amplifying your music by documenting your process. Think of it as showing your journey, not just your results.

9. Patience pays

Almost every “overnight success” story took 5–10 years. If it feels slow, you’re probably right on track.

10. Treat it like a business

Music is art, but a career is a business. Contracts, budgets, marketing, and planning will keep you around long after the hype fades.

---

Final thoughts

The artists who succeed aren’t necessarily the most talented; they’re the ones who stay consistent, protect their energy, and build smart. Start applying even one of these lessons this week, and you’ll already be ahead of most.

👉 Want the full stories behind these lessons? Check out the podcast here.

One day you’re in the studio thinking,

“This is it. I cracked the code. I’m a genius.”

The next?

“What am I doing with my life? Should I just sell my gear and open a bakery?”

Sound familiar?

Welcome to the creative rollercoaster.. The emotional up-and-down ride that every artist, producer, and DJ goes through. No matter how long you’ve been doing this, it’s part of the process. And the sooner you accept it as normal, the easier it becomes to stay in the game.

I’ve been there.

There were days I’d leave the studio absolutely buzzing. I remember finishing a track that I genuinely loved, and I danced around my kitchen thinking, “Yes. This is the one. People are going to love this.”

And then… literally two days later, I was back in the studio, staring at a blank project file, full of doubt.

Suddenly, everything I’d made before felt average. My ears felt broken. Nothing flowed. I questioned whether I even had the talent to make this a real career.

It’s wild how quickly your mindset can flip when you care this much.

But here’s the thing:

That swing between “I’m a genius” and “Why do I even try?” is not a sign that something is wrong.

It’s a sign that you’re in it.

It doesn’t mean you’re failing.

It means you’re creating.

Let’s break it down:

• The highs are addictive.

That feeling when you nail a drop, get good feedback, or finish a track you actually like, it’s pure fuel. You want to chase it again and again.

• The lows are sneaky.

They’ll have you questioning everything. Scrolling instead of creating. Repeating the same loop 42 times trying to “fix” a kick. Thinking maybe you just don’t have “it.”

Been there. More than once.

Here’s what I’ve learned and what I teach the artists I coach:

1. Just showing up is already a win.

You won’t always make magic. But every time you open your DAW, you’re sharpening the blade. Creativity builds momentum and you’re stacking it, even when it doesn’t feel like it.

2. Not every track has to be ‘the one’.

Some tracks are experiments. Some are practice. Some are just needed to move through a block. They’re not wasted time. They’re steps in the staircase.

3. Your self-worth ≠ your last session.

This one’s huge. One bad studio day doesn’t mean you’re untalented. It just means… you had a bad day. That’s human.

4. You’re not alone.

The producers you admire most? They’ve sat in the exact same spot you’re in. The difference is: they didn’t get off the ride. They kept showing up.

So if you’re on the low part of the rollercoaster right now…

Zoom out.

You’re not behind. You’re not broken. You don’t need to throw everything away and start a dropshipping business.

You’re just feeling the full spectrum of being a creator. And that’s what real artists do.. They stay on the ride, even when it’s bumpy.

I see this in myself, and I see it in almost every artist I work with.

And what separates the ones who make it from the ones who give up?

They stop seeing the lows as failure and start seeing them as part of the process.

Keep creating!

Regards, Joey