Here’s What I Do When My music NFTs Don’t Sell
At the time of my writing this, I’ve listed 91 total editions of 14 total non-fungible tokens (NFTs). I’ve sold 2 total tokens so far. I'm also writing this on the eve of another NFT drop in the middle of what many are calling a bear market. There has been a significant drop in the value of ether (ETH), the cryptocurrency associated with the ethereum blockchain where my NFTs have been listed. And still, I currently have no plans of slowing down due to slow sales or the generally downward market trends. That's not to say I don't get discouraged when there's no engagement with the art I pour my energy into. But it is to say that I’ve been building habits to withstand the internal turmoil that emerges when my NFTs don't find wallets.
So here's what I do when my NFTs don't sell.
Remember My Why
Purpose is my north star. For me, being a co-creator of words and sounds is a calling. It's rather deep and spiritual. This calling extends beyond what can be projected from metrics, data or impressions - whether they’re outstanding or abysmal. There are times when I need to recalibrate. Remembering the reason why I'm doing something helps root me for the actions I decide to take. So recalling my purpose of entering web3 and selling NFTs allows me to access endurance in the face of discouragement.
I entered this space to distribute music, maintain ownership, and connect with supporters. I understand web3 to be a place where people who've built small, passionate followings can thrive and grow. And the decentralized philosophy lends itself to open-ended creativity unpoliced by industry standards.
I entered this space to be abundant.
In addition to my initial intentions for selling NFTs, I've picked up a couple more. As I've entered web3 I've learned a lot about the culture inside of it. It's not lost on me who is doing most of the technological development. Who is doing most of the collecting. And who is doing most of the earning. And I wouldn't be me if I didn't consider the underside of web3 and the interrelated metaverse, its relationship to capitalism, and how it will impact historically disinherited communities. For me, that consideration relates to hip-hop culture, who and what it represents, and its position on the world stage. A big part of my *why* is to represent, protect, and amplify black art-making traditions like the one I most frequently employ: hip-hop.
A recent report by Water & Music reveals that while hip-hop is the second-most popular genre by share of music NFT revenue, it only accounts for 19% of that revenue. Far behind electronic music, which accounts for 65% of music NFT revenue. I want to see hip-hop close that gap. And getting my music on the blockchain and selling NFTs will contribute to closing that gap.
Remember That It's Early
Like so much in our fast-paced world, web3 is an ever-evolving landscape. The widely-held belief is that, at this point, it's still early enough that anyone engaged with the space is inherently building the space - its technological infrastructure, its philosophy, its culture. So I've gotten the sense that, while I sometimes feel overlooked, there aren't actually that many people looking yet. Because of this pacing paired with the relative newness of the space, I realize that I could meaningfully plug in to a supportive community at any given moment. A few that I've encountered are Music Machines, Web3 Black Notes, and Future Surf Labs.
What I also remember is that there are so many people who aren't on web3 yet. This includes the vast majority of the supporters I've connected with in web2. These folks don't have cryptocurrency wallets yet. They don't even know what ETH is. The language associated with blockchain technology might as well be an alien language to them. Building bridges takes time. And I have to remember that what I'm building on the other side of the bridge will still be there once the bridge is built.
While adoption by longtime supporters requires an incredible amount of patience, I'm also open to new audiences and communities. Ones who do have wallets, who do know what ETH is, who are familiar with blockchain technology. I figure that, because it’s still early, it may take some time to find and be found by the people who not only understand, but also value what I’m offering.
Remember the Long Game
The first NFT I listed and sold was for a track called “Long Game.” I’m really glad everything worked out for that to be the case. As an independent artist who approaches my music with a deep consideration of originality, I've had to commit to a vision uninterrupted by trends. This means forging ahead despite radio silence. Privileging consistency over intensity. Continuing to mint and list despite bear markets.
This is really hard to do.
I've found that remaining present gives me strength here. That is, I ask myself whether I'm expressing what I feel in the moment. Am I giving myself permission to sit with my daydreams, as well as my thoughts? Do I have practices that stimulate both freedom and discipline? And then, I've also found that operating out of time gives me strength here. That is, I ask myself how creations will exist years down the line. Will I be proud of the lyrics, these songs, these live shows in 5 years? 10 years? Will I look into my child's face and reflect upon these times with delight?
When my answers to these types of questions are favorable, then I know I can stay the course. Especially since my course is built upon a fervent belief that what God has for me is for me. Nothing and no one can prevent that. My course is informed by my purpose. And regardless of what peaks or valleys materialize, the journey is most important.
So my course is to keep releasing music and dropping NFTs even when they don't sell at first. To keep building the Soul Raps Collection. To keep offering tiered, intimate live performances as utility. To keep creating towards my live album, Peace and Power Planet. If you're reading this, I'd love to have you on this journey with me. Can't wait to see where we go next.
