Music is a creative pursuit where creators and performers can be talented, lucky, and ambitious and still somehow end up quitting a few years in. If you’ve been at it for a while, you know how grueling a music career can be. But have you ever nailed down exactly why?
Have you ever worked tirelessly on a new song, only to have it totally flop?
Or maybe you’ve spent thousands on an album, only to have the buzz die out about a day after the release?
And really, is there anything more disappointing than releasing a piece of music and feeling like no one cares? It’s incredibly discouraging!
But I’m going to let you in on a little secret—9 times out of 10, it isn’t because the music sucked. It probably isn’t even just because of the social media algorithm being against you. Instead, it has everything to do with your PR and marketing strategy—or should I say, lack of.
Some of us make music in hopes of connecting with people. Others create purely out of the motivation for fame or financial game. For other musicians, the desire to build something artistic and challenging is at the heart of their musical identity. But no matter what drives us to be musicians, one thing is certain––we’re all bound to fail at some point, even if we do everything right.
The non-musical world gets a lot of things wrong about musicians. Some think those who create and perform music are lazy. Others hold overly romanticized views of what the lives of musicians are really like. An expectation that often comes attached to musical stereotypes is that young, talented musicians won’t be able to succeed unless they sacrifice everything on behalf of their music. But, as musicians know, their lives look much different than what the world thinks they do. Some musicians manage to succeed by going all in for their music at a young age. It’s an extreme way of looking at things and has stifled the potential and ended the careers of countless others.
In 2020, capturing and keeping your audience’s attention can be a major challenge, even if yours is passionate about your music. While it might be tempting to share each and every detail of your musical journey, oversharing leaves the important things you want to say for being ignored and possibly not seen at all if you’re communicating with fans over social media. Here are five things worth sharing with your fans:
Embracing elements of risk and newness in your music are essential if you’re a creator wanting to keep things fresh. One of the best ways to do this is by collaborating with musicians you’ve never worked with before. There’s a special benefit for musicians willing to work with songwriters and producers outside of their social and musical circles. Unexpected collaborations can result in new, powerful ideas you wouldn’t have been able to dream up on your own.
Since our inception, we’ve been careful not to make public statements on behalf of our employees and partners. We don’t presume to speak for any individual and we respect everyone’s right to express their own opinions. That said, these are unique times of reflection and Juneteenth represents a pivotal moment in our country’s history. Certainly, recent events have exposed that we have a long way to go.
The beliefs of our company remain steadfast:
We condemn violence, racism, sexism, and abuse of any kind.
We support free speech, individual rights, and artistic expression.
Our platform, as it has been since the beginning, is equally open to any artist who chooses to pursue their passion, without discrimination.
When it comes to sustaining a serious music career, nothing matches the power of an artist focusing on making the best work they can day in, day out, year after year. But there are times when we miss opportunities for our work by ignoring the non-musical aspects of our careers. This can vary from DIY show booking or pitching music to blogs, playlists, and radio stations. One important asset that musicians should be paying more attention to is collaborations with non-musical artists.