I’m trying to knuckle down on Crossing The Rubicon Part 2: The Secrets to Longevity, but I haven’t had a minute to spare (that’s not a social media type brag, btw, just a fact of life). It’s on pause while it goes around and around in my head. There are no shortcuts. But then again, there is this new thing that has hijacked the music industry like nothing ever has before (except ‘the internet’): AI. So, one way to kick things off I thought, would be to ask ChatGPT how some music artists have lasted for decades in the music industry? 

I have to say, the answers were pretty damn good and worth pondering on reflection. With The Art of Longevity now fast approaching fifty episodes, does the accumulated wisdom of the internet agree with my own findings from the conversations on the podcast?

Here is a quick summary of what AI has to say on the subject, word-for-word:

There are several reasons why some music artists are able to sustain long careers in the music industry, despite the challenges of the constantly changing industry landscape. Here are some of the most important factors:

• Talent and dedication: One of the most important factors is the artist's inherent talent and dedication to their craft. An artist who consistently produces high-quality music and performs well on stage is more likely to attract a loyal fan base and gain the attention of industry insiders who can help propel their career forward.

• Adaptability: Another key factor is an artist's ability to adapt to changing trends and audiences. As music styles and tastes evolve over time, successful artists are often those who can pivot and experiment with new sounds and styles, while still staying true to their core identity and message.

• Strong work ethic: Many successful artists also have a strong work ethic and are willing to put in the time and effort required to build and maintain a successful career. This includes not only creating and performing music, but also promoting themselves, networking with industry professionals, and managing their business affairs.

• Business acumen: In addition to musical talent, many successful artists also possess a keen business sense and are able to navigate the complexities of the music industry. This includes understanding how to negotiate contracts, manage finances, and make strategic decisions about their career trajectory.

• Strong support system: Finally, many successful artists have a strong support system in place, whether that includes a talented manager, supportive record label, or dedicated fan base. This support can help artists weather the ups and downs of the industry and maintain momentum over the long haul.

Well, that’s not a bad assessment at all, is it?

Those last two points especially made me think. 

When I started the Art of Longevity, quite a few people said that artists wouldn’t discuss the business side of music, or that they would articulate it poorly. This couldn’t turn out to have been more wrong. On the contrary, the artists have shown deep insight and good business instincts mostly, or at the very least an understanding that someone in their camp needs to have those things. 

As for a strong support system, this is often not associated with record labels any more - they don’t have a reputation these days as being instrumental to an artist’s development. Yet, in 2023 as the music world is engulfed by tech (again), A&R remains a key role for both managers and label reps. Even just an arm around the shoulder can go a long way in supporting the artist in executing their own vision. 

An AI-regenerated response then adds to the initial summary:

• Consistency: Consistently producing high-quality music over time can help an artist maintain a loyal fanbase and attract new listeners.

• Collaborations: Collaborating with other artists can help an artist stay relevant and bring in new fans from other genres or demographics.

• Touring: Touring is an important part of an artist's career, as it allows them to connect with fans and promote their music. Successful artists often tour extensively, building a strong reputation and following along the way.

• Innovation: Some artists are able to sustain long careers by constantly pushing the boundaries of music and introducing new sounds and techniques.

And a third, final round adds:

• Strong fan base: Building a strong fan base is crucial for sustaining a long career. Artists who have a loyal following are more likely to continue to sell records and concert tickets, even as they age.

• Branding: Successful artists often have a strong brand identity that extends beyond their music. This could include a distinctive look or persona, as well as a strong social media presence.

• Industry relationships: Finally, having strong relationships within the music industry, including with labels, agents, and other artists, can help an artist sustain a long career. These relationships can help with things like securing record deals, booking tours, and collaborating with other artists.

Again, pretty damn good assessment. Hard to argue with it. The building of a loyal fan base, fan-by-fan, is now something every artist is aware of as critical to survival. And branding - that’s a pretty savvy pick-up by the AI bot right there. Branding has never been more important to artists for cutting through a vastly competitive field, building a narrative that is individual and unique. 

Now, how about filtering all this through an artist? Who better than Sir Elton John, who is about to grace the big stage for what might be a final time (though I seriously doubt it) at this summer’s Glastonbury Festival. 

I thought about Elton because his longevity has been a series of revivals, none bigger (or more carefully orchestrated) than in recent years. Those collabs, those brand extensions, that all-encompassing lifetime deal with Universal Music. Elton’s renaissance began with a blockbuster movie and the monster hit that is the PNAU remix Cold Heart (his biggest streaming song in a fifty-year career). But none of it was a random thing, more a combined, masterminded career move in which nobody put in more work than the star himself: a strong work ethic indeed. 

This is what Chat GTP had to say about Sir Elton John’s longevity:

Elton John's long-term success can be attributed to a combination of factors, including:

• Exceptional talent and skill: Elton John is an incredibly talented musician, songwriter, and performer. He has an impressive vocal range and is a skilled pianist, which has allowed him to produce a wide range of music over the years.

• Versatility: Elton John has been able to successfully transition between genres, incorporating elements of rock, pop, and even classical music into his work. He has also collaborated with a wide range of artists over the years, including Bernie Taupin (of course!), George Michael, and Lady Gaga.

• Strong fan base: Elton John has a loyal and dedicated fan base that has followed him throughout his career. His music has resonated with people of all ages and backgrounds, which has helped him to maintain a strong following over the years.

• Branding: Elton John has a distinctive brand identity that has helped him stand out from other artists. This includes his flamboyant costumes and stage performances, as well as his charitable work and advocacy for LGBTQ+ rights.

• Business acumen: Elton John has been able to navigate the ups and downs of the music industry, making smart business decisions around touring, merchandising, and licensing. He has also been able to adapt to changing technologies and consumer trends, which has helped him stay relevant over the years.

• Industry relationships: Finally, Elton John has strong relationships within the music industry, including with his long-time collaborator Bernie Taupin and his record label, which has helped him to secure record deals, book tours, and collaborate with other artists.

So there you have it, a very comprehensive summary of how to have a lasting career in music. 

Now, should I even bother commencing with The Secrets of Longevity, I wonder? What else could the human touch possibly add to the above?

There’s only one way to find out. There are no shortcuts… 

Along with his recent hits, the 50th Anniversary of Elton John’s Honky Château has been perfectly timed (uncoincidentally) with music’s catalogue boom and is essential deep listening. 

Despite ChatGPT’s assessment, Elton’s output hasn’t always been consistent. But even his failed attempts to keep up with music trends makes for fascinating listening.

Most lately, I’ve been obsessing over Elton’s 1971 live album release 17-11-70 - a one off small scale show recorded at A&R Studios, New York City (beginning with a rather fabulous spoken intro by someone called Dave Herman). The quality of the recording is astonishing, but the performance is unbelievable. All the secrets of Elton’s longevity are in this one early, one-take live record.