Let’s be honest, if you’re involved in music education, you may be looking around and noticing that something is missing. It’s true that we are always going through cycles in this industry, but this trend in particular concerns me. What’s the alarming trend, you ask? It’s the missing demographic: teens! Don’t call me crazy just yet — I’ll explain.
I would venture to guess that anyone working in music education has noticed the absence of the teenage demographic lately. Some folks in the music industry might not see it that way, writing it off as, “things just being different now,” with young musicians using different tools than before to learn music and production. Or they might think, “Group learning is enough, they will pick up what they need from their friends and peers.”
I’m on board with any and all learning styles, but the cost of the new catch-as-catch-can approach is the value of mentorship. Without the personal interaction and social aspects of in-person and individual music lessons, you miss out on some sacred, time-tested approaches.
I first noticed the increasing absence of this age range a few years back, particularly with over-extended high schoolers. Keep in mind that my business is located just west of Washington DC, an area known for strong schooling and vigorous academics, which means that many families encourage their kids to aim for “high profile” colleges. Because of the pressure that comes with that, students are pushed to their limits for the sake of being scholastically competitive. It’s a STEM, not a STEAM, mentality.
Another albatross young musicians face today is the exorbitant cost of said higher education. Try to step into the shoes of an eighteen year old musician who wants to succeed, but who can’t afford a strong college education. Where will they learn about the inner workings of the music business? This is the exact age at which young musicians need to develop good business skills alongside their craft, and this is the reason I wrote my book, The New Musician.
But more needs to be done — we need to push in unison. A rising tide lifts all boats. I have wrestled with this over and over: How can the music industry find more ways of reaching out to young adults who want to make music their career? We must make music business education more easily accessible.
Recently, an answer came to me… it’s what I’m calling Project Mentor!
There is a sacrifice that we, as mentors, have to make for this to work. It has to be free, or the kids won’t bite. We as people in this business need this to work to propel our industry forward… That is, of course, unless you like listening to AI generated music.
This mentorship is something I can offer young musicians, and so can you!
So, I have decided to create Project Mentor, offering my time (at no charge) to music students of any background, anywhere in the country. Free music business coaching — you read that right!
Why? Because we are losing the most important age group in music, and I’m not willing to look the other way. If rising musicians decide to settle for exclusively online education, or think a “big box” education experience is comparable to one-on-one lessons with a lifelong musician, we as stewards need to interrupt that misguided thinking. I’m not saying jamming ain’t fun, I love the casual and communal aspects of music. What I am shouting from the highest tree I can find, is that we need to teach Music Business, or we lose the fight.
And who knows the Music Business and music history better than we do? This is a time for the old dogs to bark, because it’s our fight to lose.
Note to my music business friends: Please share your thoughts with me on this. Reach out, or leave a comment. It’s up to us to guide this industry forward and connect with this younger demographic.
If not us, who? If not now, when?