SKOPE Magazine (SKOPE): Welcome to the interview! Today, we’re talking to Gene Foley, an experienced music industry agent, consultant, author, and artist development expert with over 35 years of experience. Gene has worked with a wide range of artists, from emerging indies to established major label artists, helping them navigate the ever-evolving landscape of the music business. He founded Foley Entertainment back in 1989. Gene, thanks for joining us today!
Gene Foley (GF): Thanks for having me! I’m excited to dive into some of the most pressing topics for new and independent artists.
SKOPE: Let’s start with the basics. How do you see the current state of the music industry for new artists in 2025? What are the biggest challenges they’re facing?
GF: It’s an exciting time, but it’s also incredibly competitive. The barrier to entry is lower than ever with platforms like Spotify, YouTube, and TikTok giving everyone a chance to be heard. But that also means there’s a flood of content. The biggest challenge is standing out and finding an audience in such a saturated market. Artists really need to focus on building a loyal fan base, and that doesn’t happen overnight. It requires consistent effort, smart strategy, and a bit of luck.
SKOPE: Many artists focus a lot on their music, but what role does good songwriting play in all of this? Can you give some insight into what makes a song stand out in today’s market?
GF: Great songwriting is the foundation of any successful artist’s career. At the end of the day, the music has to connect with listeners. In today’s market, catchy hooks and relatable lyrics are key. People are looking for songs that are emotionally honest, that speak to their experiences. A great song doesn’t just sound good—it feels real. It’s also important to have a memorable, unique sound. It doesn’t need to reinvent the wheel, but it should have something fresh that makes it stand out from the crowd. And let’s not forget—songwriting is a craft that evolves. The more you write, the better you get.
SKOPE: Let’s talk about touring. With the current economic climate and the challenges artists face, is touring still a viable option for new musicians?
GF: Touring is still one of the best ways to connect with fans and build a following, but it’s definitely more challenging today. Rising costs, including travel and production, have made it harder for smaller artists to break even. That said, touring can be incredibly rewarding, especially if you approach it strategically. Artists need to be smart about routing their tours, booking shows in markets where they already have a following, and partnering with local promoters who know the scene. Touring also offers the chance for artists to grow their audience in a more personal, grassroots way. The key is to make sure you’re maximizing revenue streams on the road—merchandising, sponsorships, live streams, and exclusive content are ways to bolster earnings.
SKOPE: How do you see the value of placing songs in TV shows, movies, and commercials for new artists? Is it something they should be actively pursuing?
GF: Absolutely, it’s a huge opportunity. Licensing music for TV shows, movies, or ads can be a game-changer for emerging artists. It’s not only a way to get your music heard by a much wider audience, but it also brings in significant revenue, especially with the rise of streaming and digital content. If a song is placed in a hit show or commercial, it can instantly elevate an artist’s profile. It’s a way to build credibility and get on the radar of industry insiders. Artists should definitely be thinking about this, and actively pursuing sync placements.
SKOPE: Speaking of the changing music landscape, how do you see AI impacting the music industry, both in terms of creative tools for artists and for marketing?
GF: AI is already making a big impact, and I believe we’re just scratching the surface. On the creative side, there are AI tools that help with songwriting, music production, and even mixing and mastering. For example, AI can generate chord progressions, suggest melodies, and help artists who may not have the technical know-how to refine their sound. On the marketing side, AI can analyze data to predict trends, target specific audiences more effectively, and even generate social media content. For independent artists, AI can be a powerful ally to help streamline processes and enhance their creative output. However, I think there will always be a human element that AI can’t replicate—emotional depth and originality.
SKOPE: Let’s dive into music publishing for a moment. What should up-and-coming songwriters know about music publishing, and why is it important?
GF: Music publishing is crucial for any songwriter. It’s essentially the business of collecting royalties for your music when it’s played, streamed, covered, or licensed. Publishers also help to secure income opportunities for the songs in their catalog. Songwriters can make money not just from record sales, but from sync licensing, public performances, and mechanical royalties. The key for up-and-coming songwriters is to understand the different types of publishing deals out there—whether it’s a publishing administration deal or a full publishing agreement. It’s also important to register your songs with performance rights organizations (PROs) like ASCAP or BMI to ensure you’re getting paid for airplay and performances. In short, the better you understand your publishing rights, the better you can protect your work and maximize your earnings.
SKOPE: What advice would you give to an artist who is just starting out and looking to sign a record deal? Should they sign with a label or go independent?
GF: The decision to sign with a label or go independent depends on the artist’s goals and resources. Major labels can provide significant financial backing, industry connections, and promotional muscle, but they also tend to take a larger cut of your earnings and can have more control over your creative direction. On the other hand, going independent allows for more creative freedom and a bigger share of the profits, but it requires a lot of work and the right team to handle marketing, distribution, and promotion. It’s all about what aligns with the artist’s vision. If you’re serious about growing your career and you have the drive to hustle, staying independent can be a great choice. But if you feel like a label’s infrastructure will help you take your career to the next level, it might be worth considering.
SKOPE: How can artists effectively use streaming platforms like Spotify or Apple Music to build their audience?
GF: Streaming platforms are key to reaching a global audience. To really make the most of them, artists should be proactive about building their profiles on these platforms. That includes having a strong, consistent presence on Spotify and making sure you’re using their playlist submission tools to get your music featured. It’s also important to engage with fans by encouraging them to follow you on these platforms and share your music. The more streams, saves, and playlist placements you get, the more visibility you’ll have. You should also be thinking about how your music is categorized—using the right tags and genres can help you reach the right listeners.
SKOPE: What are some of the biggest mistakes you see new artists make when it comes to branding and marketing?
GF: One of the biggest mistakes is inconsistency. A lot of new artists jump on every trend they see, but they don’t have a clear, cohesive brand. Your brand should reflect who you are, what you stand for, and the message you want to convey. It’s okay to experiment, but you want everything from your visual identity to your social media content to align with your overall vision. Another mistake is not having a long-term marketing strategy. It’s easy to get caught up in the excitement of a new release, but you need to plan ahead. Think about your marketing calendar, how you’re going to keep the momentum going post-release, and how you’re going to continue engaging with your audience.
SKOPE: What do you think the music industry will look like in 2025? Any big trends we could possibly see?
GF: I think we’ll see even more artists embracing the direct-to-fan model. With advancements in AI, virtual concerts, and NFTs, I think artists will have more opportunities to generate income and connect with their audience without relying on traditional gatekeepers like record labels. At the same time, we’ll likely see a continued shift toward independent labels and DIY musicians. Streaming will continue to dominate, but artists will need to adapt to the rapidly changing landscape of how music is consumed—whether through short-form video, interactive experiences, or new forms of distribution. I also think we’ll see more cross-industry collaborations between music, fashion, and technology, as brands look to tap into the cultural influence of artists. It’s a fascinating time to be in music, and I expect 2025 to be a year of innovation.
SKOPE: Thank you so much for your insights, Gene! This has been a fantastic conversation. Any final thoughts for aspiring musicians out there?
GF: The most important thing is to stay authentic and true to your voice. The music industry is constantly changing, but two things that will never go out of style is the importance of writing great songs and being real with your audience. Work hard, keep evolving, and be patient. Success doesn’t happen overnight, but if you stay committed to your craft, the rewards will come. Keep pushing, and don’t be afraid to ask for help and build a team that can open doors for you. The future is bright for those who are willing to put in the work. Good luck!
