The Engagement Trap: Why Great Art Doesn't Chase Attention

The Engagement Trap: Why Great Art Doesn't Chase Attention

Author: Troy Cartwright July 21, 2026 Duration: 11:21
What happens when a company—or an artist—starts optimizing for engagement instead of trust? In this solo episode, I unpack why Netflix's biggest competitive advantage isn't its algorithms or its catalog, but the relationship it has with its audience. That same tension exists in music, where creators are constantly tempted to simplify, explain, and optimize their work for platforms that reward attention over originality. We talk about the difference between commodities and premium brands, why ...

There’s a saying in Nashville that it takes a decade to become an overnight success, a notion that gives Ten Year Town its name and its soul. Hosted by artist and songwriter Troy Cartwright, this isn't just another interview series; it's a series of honest, sometimes gritty, conversations held in the spaces where music is made and careers are built. Troy brings listeners directly into the room with hit songwriters, working musicians, and the executives who navigate Music Row's complex landscape. Each episode feels like pulling up a chair at a late-night writing session or a candid coffee talk, where the gloss of the industry fades away to reveal the real stories. You’ll hear about the early struggles, the unexpected breaks, and the relentless hustle required not just to reach the top, but to maintain a life and a career there. The podcast thrives on specificity-the details of a failed pitch, the anxiety before a big show, the collaboration behind a familiar lyric. It’s about the craft, the business, and the fragile balance between art and ambition. For anyone curious about the human beings behind the songs and the sheer perseverance it takes to build something lasting in music, Ten Year Town offers a genuine, unfiltered perspective you won't find in a press release.
Author: Language: en-us Episodes: 50

Ten Year Town
Podcast Episodes
Episode 103: John Strohm [not-audio_url] [/not-audio_url]

Duration: 1:00:09
John Strohm is a musician, songwriter, lawyer, and music industry executive originally from Bloomington, Indiana. He began his career as a drummer in Indiana’s punk scene before co-founding the indie rock band Blake Babi…
Episode 102: Bear Rinehart [not-audio_url] [/not-audio_url]

Duration: 51:36
Bear Rinehart is a GRAMMY-nominated singer, songwriter, and multi-instrumentalist originally from Seneca, South Carolina. He is the frontman and co-founder of the band NEEDTOBREATHE, and in 2019, he launched a solo proje…
Episode 101: Ruston Kelly [not-audio_url] [/not-audio_url]

Duration: 1:01:08
Ruston Kelly is a critically acclaimed singer-songwriter originally from Georgetown, South Carolina. His catalog includes songs like “Mockingbird,” “The Weakness,” and “Rubber,” as well as his cover projects Dirt Emo Vol…
Episode 100: Liz Rose [not-audio_url] [/not-audio_url]

Duration: 58:40
Liz Rose is a GRAMMY-winning songwriter originally from Dallas, Texas, and raised in nearby Irving. Her songs have been recorded by artists including Carrie Underwood, Gary Allan, Eli Young Band, Taylor Swift, Little Big…
Episode 99: Jordyn Shellhart [not-audio_url] [/not-audio_url]

Duration: 1:00:28
Jordyn Shellhart is a singer and songwriter originally from Wheatland, Wyoming, and was raised in Santa Rosa, California. She signed her first publishing deal at just 14 years old with Sea Gayle Music and has since earne…
Episode 98: Blake Pendergrass [not-audio_url] [/not-audio_url]

Duration: 51:57
Blake Pendergrass is a songwriter originally from Raleigh, North Carolina. A graduate of Belmont University, Blake landed his first major label cut with “865” on Morgan Wallen’s Dangerous. Since then, he has written seve…