By 2020, [Sam] Carter was a battle-hardened veteran of the music scene. He’d been making records with this group for twelve years, and Architects had had enough success not to worry too much about negative reactions to new material. It was also quickly apparent that Creatures was going to be a big hit. Despite all this, he found the reaction to hard to deal with: “It was doing huge numbers on the streaming services, but all I could see were these horrible comments.” On YouTube and Instagram, the negative reactions become increasingly extreme as people competed to make the most negative comment. “It’s hard, when you’ve put your heart and soul into something, and someone says, ‘I’m never listening to your band again, you’ve ruined it’.”

Carter then makes a striking assertion. If social media had come along earlier, he says, “Sergeant Pepper wouldn’t exist. The most important records of our time wouldn’t exist.”

This whole essay by Ian Leslie is great, and a useful counterpart to my post the other day about the challenges of chasing eyeballs.

However, there’s another side to the story of artists and their audiences. My buddy Austin Kleon wrote last week,

One reason I feel so lucky to be an independent writer with a great audience: I don’t answer to any shareholders but readers. I don’t have to grow my business if I don’t want to. I can do my thing the way I want to do it for the people who want it. And I can do it the way I want to do it.

I think Austin has this attitude because he has never tried to get famous, to go viral, all that crap; he has tried (a) to do good, honest, useful, helpful work that (b) supports his family. Turns out there’s an audience for that! And Austin can call his audience “great” because he has set a tone — a tone of generosity, kindness, thoughtfulness — and they’ve picked up on that. So maybe the lessons here are:

Do your best work.
Be kind and generous to your audience.
When they want to dictate to you, listen … but then do what you have to do to maintain your integrity and your sanity.
Accept the consequences as stoically as you can, and be grateful when those consequences are more positive than negative.