When Artists Start with Why
Why purpose, not popularity, keeps fans coming back.
This summer, Luke Combs released Fathers & Sons, and it caught some people off guard. It reminded me of when Taylor Swift dropped Evermore. I ran to my sister’s room to express how shocked I was by how different it sounded. But over time, I came to love it for what it was: a shift that reflected where she was in life.
So when Luke did something similar—trading the big beer-drinking anthems for slower, emotional songs about being a dad—I saw the Taylor Swift move in it. And I knew it was going to be great. He wasn’t chasing another radio hit. He was writing what felt real to him.
My Hot Take of the Week: The Artists Who Last the Longest Have a Clear Why
I’ve been reading Start with Why by Simon Sinek, and the core idea of the book is simple but powerful:
“People don’t buy what you do, they buy why you do it.”
And the more I thought about it, the more I realized how true this is in the music industry. The artists who stand the test of time aren’t just selling songs; they’re selling a belief, a purpose, a deeper connection. Fans don’t just listen to their music—they believe in who they are and what they stand for.
Fans First: The Why That Builds Lifelong Loyalty
I’ve had the opportunity to work for two incredible music businesses, Topeka and Make Wake Artists. Both companies operate with the same why: “Fans First.” It’s not just a phrase. It’s in everything they do. I even own a hat that says “Fans First.” It’s more than just a motto, it’s their why.
Topeka’s entire business model is built on fans: Everything Topeka does is about creating meaningful, personal fan experiences. Every decision, from the way shows are structured to the accommodations made for guests, is made with the fan experience in mind. The whole premise of Topeka is to connect artists and fans, because at the end of the day, the fans are the most important part of the equation.
My first ever Topeka weekend. Love these real Topeka people. Make wake artists operates the same way: A perfect example of this is when Luke Combs got sick before a show in Maine. Most artists would cancel, most likely refund tickets, and head home. Instead, Luke stood on stage, told fans he’d refund their tickets in full, and still performed. Even at less than 100%, he gave them a full show. He didn’t have to, but he did because he values his fans. When artists treat their fans like that, the fans stick around.
And this all ties back to Start with Why—people don’t buy what you do, they buy why you do it. Fans aren’t just buying a ticket to a Luke Combs show; they’re buying into an artist who cares about them, respects them, and shows up for them.
The Why Behind Tyler Childers’ Success
"I've never had to compromise my art in any way. I've always stayed true to myself."
Childers says.
I’ve always thought Tyler Childers has a certain authenticity to him. I’d like to think people stick with him because he’s real. He’s never chased trends or radio hits. His why is simple: he tells the truth, the way he knows how, through the music he grew up on.
If Tyler Childers were chasing commercial success, his music might sound more radio-friendly, his messaging more generic, and his career more focused on quick wins than long-term impact.
But instead, he’s stayed grounded in what matters to him. He writes honestly, speaks to the people he knows, and doesn’t worry about fitting the mold. That’s what’s built him one of the most loyal fan bases in country music today.
Artists Who Took Their Why Beyond Music
Dolly Parton – Her why has always been about giving back, storytelling, and staying true to her Appalachian roots. That’s why she didn’t just become a legendary singer. She built The Imagination Library, Dollywood, and a legacy of philanthropy that keeps fans invested in her beyond just her songs.
Beyoncé – Her why is rooted in empowerment, excellence, and control over her art. She’s built an entire brand that represents those values, from Ivy Park to her self-produced albums, and fans follow her because they believe in what she represents, not just because of her music.
Johnny Cash – His why was about giving a voice to the outsiders, from prisoners to the working class. That’s why he didn’t just make country music; he became a symbol of rebellion and authenticity, drawing fans who believed in the same values.
Starting with Why Doesn’t Mean Slacking on HOW or WHAT
Having a why isn’t enough. You have to back it up with great songs, a great team, and great performances. An artist can have a strong purpose, but without these elements, it won’t matter. When an artist leads with why, it builds trust and keeps fans loyal through every risk, reinvention, and experimental album.
It’s not just about music. Every decision they make, from brand deals to side projects, should connect to their why. When an artist stays true to that, fans stay invested in who they are and what they create.
The Bottom Line
“Start with why” might sound simple. Even obvious. But if it’s so obvious, why do so many artists, and the teams behind them, completely miss it?
In the race to go viral, have a hit song, or land a brand deal, a lot of people forget to consider not just what they are making, but why they are making it. Who is it for, and what do we want them to feel?
Too often, teams are quick to chase numbers before helping an artist build real identity. But the artists who last lead with something deeper. They stand for something. And because of that, fans don’t just stream their songs. They stick around.
And that’s when a career turns into a legacy.
News for Thought:
Kanye West helped turn sampling into a creative force, and now we're watching the next evolution unfold: a shift from pulling snippets to reimagining entire songs as full-blown contemporary hits. Tapping into nostalgia can be a powerful tool when used intentionally.
It leads me to wonder how many future songs will actually be original? As more artists and producers pull from the past for inspiration, we may be entering an era where reinvention becomes just as valuable as innovation.
I recently asked six friends if they use SoundCloud. All of them said no. Except maybe to stream one unreleased song. It confirmed what I suspected: SoundCloud has strong artist engagement, but fewer loyal listeners. I’d need to dig deeper, but it raises the question of if SoundCloud is doing enough to attract and keep listeners, not just creators.
First Fans is a smart move, but I still wonder what’s next. What innovation will push SoundCloud forward and make it feel essential again, not just for artists, but for music culture as a whole?
If anyone has any good SoundCloud recs, I’m all ears. Trying to give the platform a real shot. Until next week!