When artists should make, buy, or ally
Like corporates, artists should stop doing everything alone.
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Let’s dive into today’s topic:
When artists should make, buy, or ally
This simple model helps decide what to create, what to invest in, and where to team up.
Why it matters
Artists wear many hats. They’re songwriters, musicians, show directors, content creators, marketers, negotiators, right holders, and much more.
Economists noticed companies face the same problem. Back in 1937, Ronald Coase wrote about this, asking why companies exist and what they should “make” themselves versus “buy” it from others. Later, management thinkers added a third option, “ally”, for partnerships.
Make: What to create independently.
Buy: Where to invest money or hire expertise.
Ally: When collaboration unlocks growth that can’t be achieved alone.
Understanding this mindset moves artists from reactive hustling to deliberate strategy.
How it works
Here’s how artists can apply “make, buy, or ally” step by step:
Step 1: Identify the core
Decide what shapes the artist’s creative identity: the music, the live show, the story, etc. For some artists, even social media can be part of the core if it’s where their creativity really comes alive. These are the things worth making personally. Doing so keeps control and builds something unique.
Step 2: Spot what drains energy
Identify everything that eats time or blocks creativity. Those tasks are candidates for buying, like outsourcing video editing, management, or tools that free up mental space to focus on the art.
Step 3: Find the missing pieces
Some goals need reach, credibility, or infrastructure that can’t be built alone. That’s where allying shines, like co-creating with peers, teaming up with promoters, sharing fanbases, or trading skills with other artists in the scene.
Step 4: Be deliberate
For each project, ask three questions:
Is this worth making personally?
Would buying give a return on investment, such as speed or quality?
Could an ally make this bigger, and how can value be given back?
From artwork to touring to marketing, every decision becomes intentional.
Yes, but..
This is an ideal world framework borrowed from corporate management. Artists aren’t corporations; they are closer to freelancers or startups.
Allying is the biggest opportunity. Scenes and communities thrive when artists share their skills, time, and ideas with peers and get those favours returned later.
Take action now
Next to assessing which tasks artists would like to outsource immediately, they could begin exploring the ally space. How can artists assist with someone else’s project this month? Every small collaboration can spark a scene.
Your thoughts
Further reading
Coase, R. H. (1937). The nature of the firm. Economica, 4(16), 386–405 (full-text)
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