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The artist development process is designed to guide musicians to advance their careers. In the past, record labels had extensive artist development programs to shape artists’ sound and image. Today, this development is often left in the hands of the artists and their teams… and it shows.

Prolific record producer/singer/songwriter Troy Taylor knows this all too well with his 30+ years in the business, and has some advice for aspiring artists and their teams:

The biggest entertainers in the world have all gone through extensive artist development to prepare them for what comes with that life. This, as Troy puts it, costs a lot of money.

Just because someone has the “it” factor doesn’t mean they’re ready. That’s only the foundation, and everything else is built on top of that: vocal lessons, dance classes, media coaching, styling, developing their sound, live performance training, etc. It takes time, patience, and resources to make this happen.

For those who want to go into artist development, or for any artists looking to develop themselves, the foundation of it all is simple: figure out where you are, determine where you want to be, then lay out all the steps that will get you there.


Orondé Jenkins is a multidisciplinary artist and media consultant based in Nashville. No Average Journey was born out of his desire to help artists grow in their lives and careers.