This piece first appeared in The Musicist
In the heart of every artist lies a wellspring of creativity: the siren song of a blank canvas, the echo of a half-written verse. Inspiration, like lightning, can strike at any time. But in a world consumed by the fleeting scroll and the eight-second attention span, is there room for calculated planning in the artistic journey?
Absolutely! Treating your artistic year like a well-defined project while still embracing the magic of inspiration is the key to thriving in 2025. Here’s how:
1. Hook ‘Em in the First 8 Seconds
A 2020 Microsoft survey suggests that our attention span has shrunk to a mere eight seconds. As artists, the opening of your work—be it the first verse of a song or the initial brushstrokes on a canvas—needs to be a captivating invitation to the rest of the work. Take the iconic opening to The Soil’s “New Year’s Resolution,” for example: Master P’s vocal beatboxing and Buhle’s scatting, harmonized by Ntsika, instantly draw you in—a sonic recipe designed and guaranteed to make you crave more.
The same goes for Lootpack’s version. Here, the familiar blend of Gang Starr’s Mass Appeal and Raekwon’s New Wusamples, grounded by the reassuring church organ, creates a sense of comfort and intrigue. Otis Redding and Carla Thomas’ use of the nostalgic trumpet and the keys of Booker T. Jones, Isaac Hayes, and Wayne Jackson instantly evoke a sense of timelessness in their rendition of “New Year’s Resolution.” These artists understand the power of the opening act, which is to set the stage for deeper engagement.
2. Building Artistic Longevity Beyond the TikTok Challenge
Remember those catchy tunes you danced to last year? Chances are, many are already fading from your memory. A look at Spotify Wrapped South Africa’s 2024stats reveals a crucial trend: artists dominating the charts are not necessarily the ones chasing viral trends. Kabza De Small and Kelvin Momo, both South African powerhouses, consistently rank high, demonstrating the power of creating music that resonates beyond fleeting challenges. The data speaks volumes. While “Tshwala Bam” by TitoM (feat. S.N.E & Eeeque) and “Wadibusa” by Uncle Waffles (feat. Royal MusiQ, OHP Sage, & Pcee), both fueled by TikTok dance challenges, made the top 10 streamed songs list, their staying power remains to be seen. True artistic success lies in crafting music with depth and emotional connection, music that aspires to make Spotify’s “2025 Most Streamed Songs”.
3. Attention Economy, Replay Value, and the Power of Relatable Music
So, where do inspiration and planning converge? Well, Harvard psychologists Matthew A. Killingsworth and Daniel T. Gilbert tell us our minds spend nearly half the time wandering. But here’s the twist: according to Psychologist Jerome Singer in his groundbreaking 1966 book Daydreaming: An Introduction to the Experimental Study of Inner Experience, these daydreams can be breeding ground for creativity. Let’s face it, as artists, we are not robots churning out content. Inspiration is a muse that visits unannounced, but by planning your artistic year, creating a sort of “resolution” if you will, you cultivate a playground for daydreams to flourish and morph into more than wandering.
As you navigate 2025, focus your gaze on three pillars: the Attention Economy, Replay Value, and Relatable Music. The Attention Economy demands that you grab listeners early, as discussed earlier. Replay Value means creating work that people want to revisit, songs like Kabza De Small’s “Imithandazo” or Lwah Ndlunkulu’s “Imizwa,” resonate with us on deeper levels hence we revisit them often. Finally, Relatable Music taps into the human experience, connecting with listeners on an emotional level. This doesn’t mean pandering to the lowest common denominator; it’s about creating music that reflects the complexities of being human – music that speaks to Nkosazana Daughter’s soaring vocals and Babalwa M’s raw energy.
The Art of Balance: Plan, Dream, and Create
In the grand symphony of art, music, like all art forms, has always served a purpose. It has caressed weary souls, ignited revolutions, and documented history. In today’s fast-paced world, you, as an artist, need to be strategic while remaining true to your vision. By setting goals, understanding the contemporary artistic milieu, and harnessing the power of daydreams, you can create work that not only grabs attention but also stands the test of time. Former Vevo CEO Erick Huggers said it best: “Music creates transformative experiences.” Let 2025 be the year your art truly transforms the world, one captivating note, brushstroke, or lyric at a time.