Marketing Reallocation : The New Flow of Music Money - #202

In this solo episode of Hustle Inspires Hustle, Alex Quin breaks down how money in the music industry hasn’t disappeared—it has shifted. Traditional spending on radio, press, tours, and long-term artist development is shrinking, while budgets are moving toward platforms that already control daily attention, such as live streaming, creator networks, gaming, sports, and podcasting. He explains that time-based engagement now drives ROI, meaning artists and brands must compete for consistent attention rather than rely on legacy systems. The episode emphasizes that this isn’t a collapse of music, but a reallocation of resources toward where audiences spend the most time.

Episode Outline:

[00:00:00] Introduction – The quiet shift changing money in music

[00:00:28] Traditional music industry spending patterns

[00:01:05] Reduced upfront artist development and cautious budgets

[00:01:27] Where the money actually moved

[00:01:52] Music competing for attention across platforms

[00:02:24] Live streaming vs. music streaming explained

[00:02:48] Drake and time-based cultural presence

[00:03:15] Creator ecosystems attracting major budgets

[00:03:34] Fewer development deals and shorter promo cycles

[00:03:55] Offline impact: concerts, merch, and selective spending

[00:04:18] Questions about leverage, time, and behavior

[00:04:36] Final takeaway: It’s a reallocation, not a collapse

[00:04:44] Call to action and closing

Wisdom Nuggets:

Attention Is the New Currency: Money follows behavior. If audiences are spending hours on live streams and creator platforms, that’s where brands will invest. Cultural relevance now depends on time earned, not legacy status.

Consistency Beats Tradition: Release cycles used to dominate marketing budgets. Now, consistent daily engagement outperforms one-time promotional pushes. Platforms that hold attention every day win long-term investment.

Shorter Runways Demand Smarter Strategy: With fewer long-term development deals, artists must think like businesses. Ownership of audience and engagement metrics matter more than ever.

Competition Is Broader Than Ever: Music is no longer competing only with other artists. It competes with gaming, live streamers, podcasts, and sports content for the same screen time.

Reallocation Isn’t Collapse: Industries evolve. When money shifts, it creates opportunity for those who adapt. The key question becomes: are you building behaviors that attract investment?

Power Quotes

"Music used to dominate cultural attention by default. Now it has to compete for it." - Alex Quin

"Money hasn't left entertainment. It's become more selective." - Alex Quin

Connect With the Podcast Host Alex Quin:

Instagram: (https://www.instagram.com/alexquin)

Twitter: (https://twitter.com/mralexquin)

LinkedIn: (https://www.linkedin.com/in/mralexquin)

Website: (https://alexquin.com)

TikTok: (https://www.tiktok.com/@mralexquin)

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