A message from an artist we play on the zoo.
Posted by: Wildcard ZOO FREAK on 1/14/2026 10:00 AM
I just got a real eye-opener from one of the incredible independent artists we spin here on the zoo, and I’ve gotta pass this along to all of you.
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Some of our fans have met me in person, and some only know me through what’s presented on social media.
I try to keep things as real as possible and talk honestly about what it’s like being a musician and working in the music “industry” today. This doesn’t come from a place of bitterness, but from a place of truth and personal experience.
As someone who is actively touring and making records for myself, and also actively making records for other artists, I can say the system is heavily flawed.
A lot of you probably already know this, but I’m always amazed by how many people I meet who really don’t know what it’s like behind the curtain. So let me pull it back a bit.
I’ll use my last European tour as an example. I was gone for 36 days including travel.
We toured with a bare-bones crew, meaning a driver, and for about half the dates a tour manager who also handled merch. Standard van, very basic backline. At the end of it all, I lost $15K.
That’s not me making a dollar. My band didn’t make a dollar. I came home with credit cards maxed out.
Even though we sold a lot of merch, it still wasn’t enough to break even. Once you factor in manufacturing costs and seller fees, profit margins are getting thinner every year.
I can break the budget down further if needed. There was nothing luxurious about it. Truly bare-bones.
The headlining band that took us out for most of the dates, paid a fair guarantee for the opening slot. But the reality is that many mid-level and smaller opening bands either play for free or actually pay to be on tours. These are called buy-on bands, and they’ve become very common because touring is so expensive that even headliners need the extra income.
To try to offset some of the costs, the band and I played as many days off as possible, sometimes six days a week, and we added a week of headline shows in Spain to try to make some money.
The schedule was grueling. I made it a priority to stay as healthy as possible, but by the time we hit the Spanish run, I was really feeling the fatigue in my voice. Singing became very difficult, and as a singer, you beat yourself up when you can’t deliver the show you want for the fans who came to see you.
Social media is largely an illusion. People can present themselves however they want, even when it’s far from the truth.
People see photos of me playing to thousands of people and assume I’m doing great financially. I see comments like “this dude is loaded” or “congratulations.”
I am incredibly grateful to be able to play shows like that, and to have a group of guys willing to go into the trenches with me for rock and roll. It really is amazing.
This isn’t meant to be a “poor me” message or a victim stance. I knew exactly what I was getting into when I took the tour. I took the risk because I believe in what I do.
But the reality is that the majority of artists, both smaller and bigger than me, are going into massive debt.
Many of them have financial backing from parents, family, or investors. You’d be amazed how many artists’ lives are bankrolled by family, and probably shocked if you knew some of the names. And the few labels that still offer tour support simply can’t support bands the way they could in the pre-streaming era.
I don’t know that this email has a clear point. I’m mostly just typing my thoughts. But I guess what I want to say is that it’s more important than ever to support real, authentic artists in whatever way you can. Behind the scenes, they’re pouring everything into it financially, spiritually, and emotionally.
Don’t buy into the illusion that social media often sells. Behind the scenes, it’s often hollow.
I feel very blessed to be able to make records for myself and for other artists right now. It truly is a privilege. And I’m deeply grateful to everyone who has supported me in any way. I say it often, but it really does mean the world to me.
-Independent zoo artist
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Streaming their tracks is awesome — we love that you’re listening and sharing — but the honest truth is, it’s not enough for indie artists to actually make a living.
The real game-changer? Showing up in person at those independent venues, catching the live energy, and supporting them directly.
No matter where in the world you are, grab a ticket. Feel the room shake. And while you’re there, buy their merch. That t-shirt, vinyl, sticker pack, or hat. That’s often what keeps the lights on, the van running, and the music coming.
Wildcard
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