44. Why Most Artists Quit, and How to Survive the Silence with That Boy A.B.

Ep.44: Despite what most folks believe, the hardest part of being an artist isn’t the grind itself, it’s the quiet. The stretch where you’re doing everything “right,” pouring time, money, and heart into your work… and the world gives you nothing back. In this episode of “loves music,” I sit down with That Boy A.B, a storytelling rapper from New Jersey and longtime friend, to unpack what it actually takes to keep going when the applause isn’t there yet. We talk about how his mindset has evolved since his early buzz in the Philly/Jersey scene, why vulnerability is a creative advantage (even when it scares you), and how his experience building a successful seasonal business changed the way he approaches music today. A.B. shares the moment that pulled him back into recording: a wild, unexpected studio connection in South America, and why having a “stack of proof” matters more than motivational advice like “just believe in yourself.” If you’re trying to build something real in music (or any creative lane), this one’s a grounded reminder that success comes from systems, self-trust, and learning how to survive the in-between.We Chat About:Returning to music with a totally different mindset (and why the new work feels more “him”)How A.B. accidentally discovered traction through TuneCore, and what he would’ve done differently with the dataWhy vulnerability and relatability became his lane (even when he resisted it)“Belief in yourself” vs. belief built through evidence, feedback, and real-world proofUsing business principles in music: targeting, systems, and doubling down on what actually worksWhy you can’t force creativity, and what to do when you hit a mental wall in the studioThe difference between buying “things” and investing in relationships + shared experiencesThe only advice that really lands: have fun, don’t take yourself too seriously, and double down on what worksAbout That Boy A.B.:That Boy A.B. is a story-telling hip-hop artist from New Jersey who makes relatable music about life and relationships. His song Enough, detailing a relationship gone bad, exploded on streaming services in 2015. A.B has found a way to bridge the gap between old school hip-hop and new school rap. Influenced by artists like J. Cole, Fabolous, Drake, and Big Sean, he has mastered the art of story telling and reflecting while providing the listener with memorable wordplay and catchy hooks.Connect with That Boy A.B.:Spotify: https://open.spotify.com/artist/7w3T6KxU9UdcNaUcJl31ZxInstagram: https://www.instagram.com/iamthatboyab/Other Resources:Follow the OFFICIAL “loves music” playlist on Apple Music: ​​https://music.apple.com/library/playlist/p.4Y0J406i03DQrX“loves music” playlist on Spotify: https://open.spotify.com/playlist/0qE3kq89oyg3tFNbmRfHEO?si=vopaKQnNS8OHn0r2fFTVBgCheck out the “loves music” podcast website: https://www.podpage.com/loves-music/Julian on Facebook: https://www.facebook.com/julian.jones.9484Julian on Instagram: https://www.instagram.com/julianjones417/Julian on Threads: https://www.threads.net/@julianjones417Check out Julian’s book: https://www.amazon.com/dp/B0B6QYX6RLThis podcast is managed by Wildwave PodcastingMusic Mentioned in this Episode:Songs:“Enough” — That Boy A.B.“Shut Up” — (Julian + A.B. collaboration, referenced)“Big in the Bag” — (Julian + A.B. collaboration, referenced)“Welcome” — (Julian + A.B. collaboration, referenced)“Monaco” — Bad Bunny“Swimming Pools (Drank)” — Kendrick Lamar“Bohemian Rhapsody” — QueenArtists & Bands:That Boy A.B.Bad BunnyJay BalvinKendrick LamarQueenJoe BuddenStephen Bartlett / Diary of a CEOFetty WapPost MaloneJojiJ. ColeFabolousDrakeBig Sean