“KJ-52 told me this a long time ago, six or seven years ago. He felt the shift coming and he said ‘Music is like water. All you’re doing is selling the bottle now. What are you going to do to sell your bottle because the water is free? You can get the water anywhere.’”
When asked his opinion on touring experiences and goals, Murray said that each artists needs to figure out who they are, what audience they want to consume their music, and how to get it to the audience. “I feel like we’ve gotten caught up in this system where it’s the youth group thing.” He says that though his music speaks to youth, there’s another demographic that his music connects to specifically.
“What Alex Faith and I did in 2014, we were like, ‘We have to find our people.’”
Marketing expert Seth Godin says that sellers need to “find their tribe” and Murray believes that is very important to his music. “If everyone is doing that with their tribes, we could be in a college or library for all I care. If the people are there, it doesn’t matter what the venue is.”
He says that though it can be easier to get booking for youth groups than for the people whom your music specifically connects to, if that is not your intended audience, “Are you really connecting to your tribe? God has gifted us and given us all a story and there are certain people that are going to really connect with that story. There’s certain people that aren’t.”
