Vague ambitions and external validation can stall an artist’s career. A PR strategist argues that replacing those with specific, self-directed goals is a more reliable path forward.
The founder of Muddy Paw PR says one of the first questions asked of prospective clients is what they want from a campaign. Answers collected over the years range from concrete targets to subjective aims.
- Gaining 1,000 followers or getting "5 million zillion streams"
- Making a difference or reaching the right audience
- "If only a label would give me a chance"
- "If only that venue would book me"
- "If only I could get on a national tour"
These answers share common pitfalls: they are either too ambiguous or they hand power to people who do not know the artist. The strategist contends that while many paths to success exist, the most reliable ones involve artists taking control of their careers rather than waiting for external opportunities.
Specific goals replace vague ambitions
Artists often skip the step of defining goals down to the nitty gritty. The more specific the goal, the easier it is to build a plan. For example, an artist might not want to sign to just any label; they might want to sign to Hopeless Records because that label is perceived as more likely to preserve creative control while supporting growth, compared with major labels.
The same clarity applies to lifestyle. When starting out, an artist may have wanted to tour the world, stay out until 2 a.m. every night, and make friends in every city. Those priorities can change. An artist who now has a steady relationship, a full-time job, or a family may find that touring six months out of the year is no longer feasible or desirable.
Reassessing goals as life changes
The founder of Muddy Paw PR describes applying this process to the firm. At age twenty-five, the founder’s goals differed from those in the mid-thirties. Entering the company’s tenth year, the founder reoriented the business to reflect new priorities and lifestyle changes.
There is no single right direction, but honing in on specificities can reduce distraction from goals an artist thinks they are supposed to want. Asking what feelings an artist is chasing now can clarify whether old ambitions still fit.
Celebrating small wins and letting goals evolve
Even major milestones tend to produce a fleeting feeling. The strategist notes that after celebrating, many creatives quickly ask, "okay great! Now what?" Making a conscious effort to acknowledge smaller victories can change how an artist feels about their work and their relationship to their craft.
The music industry can be difficult, and if artists do not take time to acknowledge small accomplishments, it is unlikely anyone else will. Downplaying progress can undermine a sense of success even when milestones are reached.
Success definitions also shift. A person is not the same today as a year ago, and holding too tightly to past goals can work against career growth. Fixating only on the next thing while ignoring current achievements can make it hard to feel successful.
Appreciating small moments, friendships, bandmates, and fans can help artists reconnect with why they started playing music. The strategist advises making time for that connection and not being afraid to pursue happiness, framing the journey as an individual one.
