What San Diego Musicians Told Us About Their Needs (And Why It Matters)
Last summer, The Music Company (TMC) put out a call to San Diego musicians: help us understand how we can better support the community. The response was incredible—nearly 200 local artists participated in our survey! We’re deeply grateful to everyone who shared their insights and amplified our outreach. Special thanks to GRRRL Music, VIP Studios, HumbleHeart, and The Collective for spreading the word. Your efforts were key in helping us tune into the voices that make up our vibrant music scene (pun fully intended).
So, what did we learn? Here’s a deep dive into the data and the stories it tells about San Diego’s music community.
Key Findings: What’s Holding Musicians Back?
1. Financial Stability: The Universal Struggle
The number one challenge musicians face isn’t talent or opportunity—it’s financial uncertainty. From basic living expenses to the costs of recording and producing, money worries are a constant barrier. Shocking stat: Nearly 75% of respondents make less than $10,000 annually from music.
2. Money Isn’t Everything (But It’s a Lot)
Interestingly, not every musician is looking to make music their full-time gig. While 40% dream of turning their art into a career, another 40% pursue music as a creative outlet. Passion, it seems, remains priceless.
3. Performing is Key to Earning
For those chasing a sustainable music career, live performances are the top income driver. Streaming royalties, merchandise, and other revenue streams lag far behind. The stage, it seems, is where the magic (and the money) happens.
Marketing: The Game-Changer That’s Missing
4. The Struggle to Promote
Marketing is critical to landing gigs and selling tickets, but most musicians admit they aren’t doing enough of it. Why? Many feel overwhelmed or unsure about where to start. Insight: The issue isn’t laziness—it’s lack of know-how. Most respondents say they want to market better but don’t know how to do it effectively.
5. Content Creation is Key
Good marketing requires good content, but producing it takes time, resources, and creativity. For many musicians, this is a huge gap.
6. Education is in Demand
There’s a clear need for accessible, high-quality resources to teach musicians the marketing and business skills they need to grow.
The Power of Community
7. Networking is Critical
More than 60% of respondents highlighted networking as essential to their success—but most admit they don’t do it enough.
8. How Musicians Connect
Digital platforms dominate the networking scene, with Instagram, Facebook, and TikTok leading the way. Open mics and jam sessions follow, but there’s uncertainty about whether these formats truly connect artists with the right opportunities.
What’s Next?
These findings are more than just numbers—they’re a call to action. From financial support and marketing education to fostering meaningful connections, there’s so much we can do to strengthen San Diego’s music ecosystem. At TMC, we’re committed to turning these insights into impactful programs and resources.
Based on your feedback, we’re excited to announce some key updates to our offerings:
- Teen and Adult Performance Labs: Hands-on opportunities for musicians looking to hone their performance skills within a band and receive constructive feedback.
- Affordable Access: We’ll continue to provide low-cost rehearsal and recording spaces, ensuring every musician has access to the tools and gear that they need.
- Original Content Productions: Programs like TMC Beach Break Sessions and Audio Espresso will keep showcasing local talent and connecting musicians with wider audiences.
- TMC Workshops: Pass the Aux, Songwriting, and other music-centric workshops will continue, and we will add more marketing and entrepreneurial focused workshops in 2025 to address the education gap that exists for San Diego musicians.
- Jam Sessions and Women’s Night Jams will continue on their regular twice monthly and once monthly frequencies, respectively.
Monthly Women’s Night Jam Sessions: A safe and supportive space for women to connect, create, and collaborate.
Summary: Turning Insights Into Action
The San Diego music community is brimming with talent and passion, but financial struggles, marketing challenges, and limited networking opportunities are holding many artists back. By addressing these issues and enhancing our programs, TMC is committed to helping musicians not only survive but thrive. If you’d like to join us, we ask you to consider volunteering, partnering with us, making a tax-deductible donation, or purchasing tickets to our first annual Music Matters Benefit Concert!
Together, let’s Turn Up The Volume on San Diego Music!
