In the world of entrepreneurship, inspiration can come from unlikely places. One surprisingly rich source of business wisdom? The music industry. From how artists build loyal fan bases to the way record labels scale talent into global brands, veteran Benjy Grinberg points out that the industry offers powerful lessons in growth, branding, and sustainability. Behind every chart-topping hit lies a playbook that startups can borrow from, especially those aiming to scale efficiently. The overlap between producing music and building a business may not be immediately apparent, but dig deeper, and you’ll find shared themes of creativity, strategy, risk-taking, and a relentless focus on the audience.
Build a Brand Before You Build a Product
Musicians understand early on that their identity matters just as much as their sound. Before an artist drops a debut album, they’ve usually crafted a strong personal brand. From their image to their story, everything aligns to evoke emotion and spark a connection. Think of Lady Gaga’s visual flamboyance or Kendrick Lamar’s raw storytelling. These aren’t just artistic decisions; they’re branding choices designed to attract and retain an audience.
Startups should take note. While it’s tempting to focus solely on product development in the early stages, establishing a strong brand identity lays the groundwork for customer loyalty. Ask yourself: What does your business stand for? What story are you telling? The strongest brands aren’t built on features; they’re built on feeling, when your customers resonate with your “why,” scaling becomes much easier.
Create, Test, Repeat
In music, singles are often dropped before full albums. These serve as real-time tests to gauge listener interest. If a song performs well, it may shape the direction of the rest of the album or even spark a remix or tour. If it flops, the artist pivots. No harm done. This feedback loop is baked into how the industry operates.
The same principle works wonders in business. MVPs (Minimum Viable Products) are your singles. They let you test the waters, gather data, and iterate before investing in large-scale development. Benjy Grinberg says this agile approach minimizes risk while keeping you attuned to what your audience wants. Spotify didn’t launch as a full-fledged streaming giant. It started in Sweden with an invite-only beta. Netflix began with DVDs by mail. Iteration isn’t just smart; it’s essential.
Leverage Collaboration to Expand Reach
In music, collaboration is one of the fastest ways to scale. When two artists team up, they combine fan bases, cross genres, and often chart higher than they would solo. Think of Beyoncé and Ed Sheeran, or Drake featuring almost anyone. It’s a calculated move that helps both artists grow without having to reinvent the wheel.
Startups can scale the same way. Strategic partnerships with other companies, influencers, or even direct competitors can unlock new audiences and distribution channels. Whether it’s a co-branded product, joint webinar, or affiliate program, collaboration helps you punch above your weight and grow faster than going it alone.
Focus on Building a Community, Not Just a Customer Base
Musicians don’t just want listeners; they want fans. Fans attend concerts, purchase merchandise, share music, and closely follow the careers of their favorite artists. This level of engagement is what turns an artist from a one-hit wonder into a lasting icon. Social media has made this easier than ever. Artists who respond to comments, livestream songwriting sessions, and share behind-the-scenes moments build deeper relationships with their audiences.
Startups should aim for the same kind of emotional investment. Your product might draw people in, but your values, transparency, and authenticity will keep them around. Create spaces, whether that’s a private Facebook group, Discord server, or Slack channel, where your customers can talk to you and each other. Build a community, not just a customer base, and you’ll unlock powerful word-of-mouth growth.
Think Beyond the Hits
Not every song makes the radio. Not every startup idea becomes a unicorn. But in both worlds, success isn’t always about viral moments; it’s about consistency and a catalog of quality. The most successful artists have extensive discographies and multiple revenue streams, including touring, streaming, sync licensing, merchandise, endorsements, and even fan subscriptions.
Scalable businesses do the same. Instead of chasing a single massive product launch, they think long term. They build systems, not just solutions. That could mean diversifying revenue streams, automating internal processes, or investing in customer success. Sustainable growth often comes not from one big win but from stacking small, repeatable wins over time.
Invest in a Strong Team Behind the Scenes
While the spotlight shines on performers, they’re supported by a robust team, managers, producers, agents, publicists, and sound engineers. This behind-the-scenes crew is critical to success. No artist rises alone.
Startups are no different. Founders often begin by wearing every hat, but real scalability comes from delegation and talent. Build a team that complements your weaknesses. Hire people who share your mission. Invest in culture, not just credentials. And remember: just like a producer can turn a rough demo into a hit record, the right hire can turn your good idea into a scalable operation.
Know When to Go Independent and When to Sign with a Label
In today’s music world, some artists opt for an indie approach and build their own empires. Others sign with major labels for faster exposure and funding. Each path has pros and cons, and the best choice depends on timing, goals, and leverage.
In the startup world, this translates to bootstrapping versus seeking investors. Bootstrapping gives you control but limits resources. Venture capital can fast-track growth but comes with expectations and equity trade-offs. The lesson? Understand your value. Don’t chase funding for the sake of it. Choose the path that aligns with your long-term vision, not just your short-term needs.
Conclusion: Scale with Soul
The music industry demonstrates that success isn’t just about raw talent or great ideas; it’s about connection, strategy, adaptability, and heart. From cultivating fans to creating scalable systems, the journey of an artist mirrors that of a startup founder in surprising ways. If you treat your business like a creative endeavor, stay tuned to your audience, and never stop evolving, you’ll not only grow, you’ll resonate. Because the best businesses, like the best songs, don’t just sell. They move people.
