I'M GREAT!
Awkward Years
When I was in high school, I played guitar for hours and hours every day. Practicing scales, running patterns, playing along with every Metallica record from beginning to end. I was OBSESSED with it. I pored over guitar magazines, wore out the play/pause button on my CD Player (see, kids, before Spotify, music was stored on a record, cassette, or Compact Disc [CD] and played on… blah blah blah more “back in my day” stuff… back to the story!)
I skipped school dances to play shows, and entered (and occasionally won) battles of the bands. I was the hot shredder on the block. I wanted to be the best player I could be so I could do anything on the instrument I loved.
And sometimes get girls to like me (anyway, here’s Wonderwall).
But as I progressed, I realized that there was more to a music CAREER than being a stellar musician. That only got me part of the way. Skill got me in the door for musical adventures. But in order to build a sustained career, I actually had to be… AN INTERESTING AND ENGAGING PERSON!
(Cue award winning music playoff song)
BORING!
Most artists think that “if I’m great, people will find me and my music based PURELY on how good it is”.
However, this is actually a very small part of a successful career. It is also the most overly weighted piece (in my humble opinion, which is correct and awesome). Great music will benefit your audience ONLY once they’ve FOUND your music. So how do YOU find your potential fans, and guide them to your awesome new single?
It starts very simply.
Be an interesting human.
Even if you think you’re NOT interesting, there’s a tribe of super fans out there just waiting to be not interesting with you.
Who YOU are is part of your brand, your marketing. These things translate across your marketing, including to social media, music videos, and merchandise.
So when it comes to building your tribe, be you. 100% you. Be honest. Be authentic. Tell your story. A genuine connection with a fan will make a fan for life. You will find your tribe. And that tribe will follow you into the night, and buy a T-Shirt.
A Series Of Gentle Suggestions
Make posts about more than just your music. Post about things you love, and engage with people who love the same things, so that when you do post about your music, you’ll have folks that are already vibing with what you’re putting out!
Love dogs? Tell me all about your pups. Chocolate fan? What’s your favorite? A fruitarian who only eats fruits and vegetables that naturally fall from branch & vine, therefore these boiled carrots have been murdered? Great, send recipes!
Get creative with your posts. Do some silly dances, have AI write you the worst copy ever for your stuff and read it on video. Paint a picture on timelapse, and play your banger new chorus over it.
Protect your time and sanity. Take one day, and make a bunch of content, marketing materials, and merch. Then schedule it all to work, even when you’re not at the computer.
Be spontaneous when you want to, but if you know anything about what I preach, it’s that your career should be a part of a life you love. So don’t let work take over. When you’re 115 (like me) you’ll be grateful you had the space to live, and not just work.
Set boundaries. Don’t share anything you want to keep private. Most folks on socials know I’m a dad, but don’t know what my son looks like, or any details about him. That’s what he’s chosen, and I respect it.
You won’t please everyone, and that’s ok. The things you love will find their homes in others who love the same, including your music. Those who mind don’t matter, and those who MATTER don’t mind.
Social branding and marketing materials should be as great OR BETTER than your music. I could make the greatest chocolate chip cookie in the world, but if I don’t advertise & market that cookie in the right way, no one will ever know about it. Or buy it. No matter how great it is.
Now I want cookies.
