Discovering the Needs of an Audience

Nov 18 / Chris Falson
About a month ago I launched a new YouTube channel under the banner of The Songwriter Workshop.

A well-known YouTuber encouraged me to build a small library of videos—30 or more—before launching, and then release one video a day for 30 days. I may have gotten a little carried away. I ended up producing 45 videos: a mix of lessons and conversations on songwriting, home-studio practice, and on-stage performance. And now that I’ve caught the bug, I’m making even more.

Behavioral Patterns

What has been truly fascinating is watching viewer behavior. The videos I predicted would take off haven’t been the ones people are gravitating toward. Meanwhile, a few videos I wasn’t so sure about have actually found a real audience.

This inability to predict a “winner” reminds me so much of my songwriting life. The songs I personally love rarely end up being the commercial favorites, while the ones I feel more neutral about often end up resonating most with listeners. Don’t get me wrong—of the 500+ songs I’ve written, published, and recorded, there are none I truly dislike (though a few I’d re-write if given the chance). But naturally, some I cherish more than others, and those are the ones I sing more often. Yet fans tend to request… the other songs. Go figure.

The truth is, once a creative work is released into the wild, it takes on a life of its own. We songwriters have little control over the journey of a song or project. Other people decide what connects. And while that can be unnerving, it’s also wonderful.

So should the success—or lack of success—shape the way we create our new songs, videos, stories, concerts, or anything else?

That’s the tension. Should I change the way I write to satisfy what the audience wants?

My answer is no… but.

What I’ve learned is this: 

Before panicking and rewriting everything, I stop and do some research. I try to understand why one song or video found a home with certain people. Rather than pandering to their wants, I try to understand their needs.

Then I ask myself: Can I write or produce something—a song, a lesson, a story, a book—that speaks to this moment in time for a particular community?

That community might be local, or it might be a discipline—songwriters, musicians, worship leaders, creatives.

If the answer is yes, then I move forward. I write from what I know, from my experience, in my voice and style. And even if the new work doesn’t “hit the mark,” it’s still authentically me.

I’ve found that this model—create, research, create again—usually pays off. It’s gotten me where I am today.

Hope that helps.

Cheers,

Chris
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