The 5 Stages of an Artist’s Career and How to Navigate Each One

In my journey as an artist manager, I've noticed general traits of successful artists at every level. And having worked on teams of artists at every level between my agency and management career, I've seen first hand what really works. To be clear, every artist’s journey is unique, but most will pass through similar phases on their way from unknown newcomer to household name. Each stage calls for a different focus, mindset, and set of priorities. Here’s my breakdown of the five stages of an artist’s career and the strategies that can help you succeed at each one.

1. Beginning

Where you are:

• 0–5 songs released

• Little to no following

• Just starting to play shows

  
  

Strategy: At this stage, say “yes” to 80–90% of opportunities that come your way. Play every show you can, meet as many people as possible, and immerse yourself in your local scene.

• Focus almost entirely on the music and your craft.

• Networking is your best friend.

• Social media and branding are secondary — your sound comes first.

• You don’t need a team yet; lean on friends, collaborators, and DIY efforts.

2. Up & Coming

Where you are:

• 5–15 songs released

• Playing shows regularly (often opening for similar artists)

• Songs starting to hit 1,000+ streams

• Some playlist placements (e.g., Fresh Finds)

Strategy: Now’s the time to study your peers and those further along than you. Watch how artists at your level promote themselves and engage fans.

• Perform with similar artists and cross-promote.

• Start building a consistent social media presence — post songs, behind-the-scenes content, and creative extras.

• Experiment with colors, visuals, and early branding ideas (but don’t force it yet).

• Learn the business side: distribution, publishing, royalties.

• Consider adding a team member or two, but it’s not essential yet.

3. Established

Where you are:

• Touring nationally (or internationally)

• Selling out some shows

• Millions of streams on Spotify

Strategy: It’s time to formalize your operation.

• Hire a manager and booking agent.

• Decide whether you want to partner with a label or stay independent.

• Solidify your brand — what message do you want your music and lyrics to send?

• Say “yes” more selectively. Every opportunity should align with your long-term vision.

• Be mindful of brand associations — the companies, causes, and collaborators you attach your name to now matter and will impact you long term.

4. Rockstar

Where you are:

• Selling out full tours

• Charting songs and radio hits

• A household name in your genre

Strategy: At this level, your team is everything.

• Surround yourself with the best people for your vision — not necessarily the biggest companies, but the right fit.

• Your brand is under constant public scrutiny — protect it.

• Every action, partnership, and public appearance counts.

• Recognize your influence; you’re a role model whether you like it or not.

5. Legacy Artist

Where you are:

• Past your commercial peak but still have a loyal fan base

• Known for classic songs and a recognizable sound

Strategy: This stage is about longevity and consistency.

• Keep touring and connecting with your fans.

• Deliver what your audience loves — now is not the time for drastic reinvention.

• Preserve the essence of what made you great, while keeping performances fresh.

• Focus on giving back and cementing your legacy.

Final Thoughts

The path from your first song to legendary status is long, unpredictable, and often nonlinear. But understanding which stage you’re in, and what to prioritize, can help you make smarter choices, avoid common pitfalls, and keep your career moving forward.