Dylan Gossett on TikTok Success, AI Risks & Authentic Songwriting

Chris Williamson announced his upcoming live shows in the UK and Ireland for October, with Dublin already sold out. Tickets for other cities are limited and available at chriswilliamson.live. He described the show as a custom-built experience he has worked on for over a year.

Dylan Gossett's "Austin" Performance and Origin

Dylan Gossett performed his song "Austin," which he wrote about his experiences living and working in Austin, Texas. He described the song as being written during a "tough season" while working long hours at the Circuit of the Americas, dealing with personal struggles, and feeling stuck. He clarified that he wasn't in the worst spot of his life but was going through everyday challenges.

Gossett revealed that "Cole," one of his most streamed songs, was written in about 25 minutes. He initially didn't do anything with it for a year or two because he wasn't active on social media. His friend Kaden, who has a keen ear for music, heard "Cole" during a camping trip and urged him to release it. His wife, Julia, also encouraged him to post it on TikTok, despite his initial reluctance to use the platform. "Cole" eventually went viral, accumulating half a billion streams.

The Challenges of the Music Industry

Gossett discussed the transition from writing music as a personal outlet to managing a career in the music industry. He likened it to the story from Michael Gerber's "The E-Myth Revisited" about a baker who loves making cakes but eventually spends less time baking and more time managing the business. He noted that the music industry is very much a business, requiring artists to be business managers as much as musicians.

He highlighted the changing expectations from fans and himself as he releases more albums. While "Cole" was written without any external pressure, he now faces the challenge of maintaining authenticity while navigating commercial demands. He admitted that if he were to write "Cole" today, he might dismiss it as a demo, emphasizing how his perspective has changed with experience.

Gossett expressed gratitude for his success, acknowledging that he is living his dream despite the struggles. He reflected on how his past self would have "killed" for the problems he faces now, such as signing vinyls in Nashville. He also touched on the concept of the hedonic treadmill, where new achievements quickly become the new normal, leading to a constant pursuit of the next goal.

The Impact of Social Media and AI on Music

Gossett discussed the current landscape of music promotion, particularly on TikTok. He initially disliked the trend of 15-second clips and pre-save campaigns, preferring to let the strength of his songwriting speak for itself. He intentionally held back the main hook of "Cole" in early TikTok videos, believing in the payoff for listeners who stayed with the song. He noted that his decision to post "Cole" at a specific time, after gaining some traction with another song, was crucial to its success.

He also addressed the challenge of maintaining authenticity in an industry where "performing authenticity" can become a marketing strategy. He tries to stay true to his original intentions, even if it means going against common industry practices, such as running fewer ads or posting less frequently on social media.

The conversation shifted to the rise of AI and its potential impact on creative fields. Gossett expressed concern about the increasing temptation to use AI for tasks that require mental effort, leading to a "cognitively fat" state. He believes that the "hard wins" are what truly change a person and provide a sense of accomplishment, contrasting this with the ease of AI-generated content. He cited Mark Manson's quote: "Do hard shit not because it's fun, but because the win actually means something. You bled for it. You broke for it. You earned it. Easy wins are forgettable. Hard ones change you. That's the point."

Songwriting Process and Emotional Expression

Gossett described his songwriting process as often starting with gibberish melodies on his couch, with a word or phrase eventually emerging. He prefers this organic method over structured co-writing sessions, though he does collaborate with his brother, Blake, who is a more skilled guitarist. He performed a snippet of his brother's song "Rambling," which is the title track of his new album.

He admitted that writing happy songs is often harder for him than writing sad or heartfelt ones, as happy songs can sometimes come across as "cheesier." He noted that the mood of a song is heavily influenced by its musical arrangement, citing examples like the "Drake and Josh" theme song sounding profound when played as a ballad.

Gossett discussed the phenomenon of male sadness dominating modern country music. He believes it provides an outlet for men to express emotions that might be socially unacceptable in everyday conversations. He observed that at his shows, men are often the most passionate singers of his vulnerable lyrics, suggesting it acts as a form of "dude therapy." He contrasted this with female country songs, which he feels are often perceived as empowering, while male vulnerability in music is seen as a rare and relatable quality.

Audience Capture and Creative Freedom

The discussion moved to "audience capture," where artists inadvertently tailor their content to what they perceive their audience wants, potentially leading to resentment and a loss of authenticity. Gossett acknowledged the pressure to expand his sound while also servicing the expectations of his existing fanbase. He referenced artists like Billy Joel and Bob Dylan, who intentionally changed their sound throughout their careers.

He also touched on "criticism capture," where artists behave in ways to avoid criticism rather than acting out of creative desire. This can lead to overly cautious or aggressively defensive content.

Gossett expressed a desire for a return to the traditional album release model, where fans discover new music without prior teasers or singles. He cited Turnpike's "Price of Admission" album, which was released with minimal promotion, as an example of this approach. He acknowledged the tension between artistic integrity and the commercial realities of the music industry.

Performance of "Clothesline"

Dylan Gossett concluded the segment by performing a new song from his upcoming album, titled "Clothesline." The album is set to be released on September 25th.