This will depend on circumstances. But when I think of the Nashville songwriters and some publishers who’ve been in the vanguard of the woe-is-us contingent, I’d suggest several things I almost never see them do.
- Donate time or money to classical music or jazz locally.
- Visit schools to challenge young people’s assumptions about stars, pop music, movies, games and the internet.
- Invest in new model career development companies or music showcases that aren’t part of the major label/publishing industry.
That said, your short question is a very good one. The challenge is audience development. Which takes high quality media and intermediaries.