Beyond Music

When starting from scratch or developing your current project, start by identifying the things beyond your music.

If you have a great sense of humor, re-color your hair every few months, always shop at specific stores, have a stoic personality, or love a certain type of clothing, don’t blow these things off.

Instead, IDENTIFY them, and then AMPLIFY them within everything you do – from your complete live show down to your word choices in your latest Facebook post.

If you can pair great music with an engaging and identifiable personality, people will consistently want more of you. And when that happens, the odds of your success skyrocket.

Screaming At Your Fans

If you are an artist or band, go to your Facebook page, Twitter feed, and mailing list, right now.

Look at your posting history.

Are you only writing to your fans when you want something from them?

“Come to our show!”

“Buy our album!”

“Watch this video!”

“Sign up for this!”

“Listen here!”

“Read this article about us!”

“Click here!”

“Send this link to your friends!”

“Vote for us!”

Stop doing that. Please. The best way to “market” yourself is to build human connections with like-minded people (your fans). Once built, use these connections as a platform to grow together WITH them. Bring them into your world. Make them feel a sense of ownership.

They are in this with you.

People are much more likely to buy, watch, vote for, and share the music of something they are a part of than they will for someone who is just constantly screaming at them.


While social media is undoubtedly changing music discovery as a whole, it can not replace hard work and memorable activity offline.

All social media does is amplifies your offline, real-world experience. It takes what you’re doing already and helps you find a community of like-minded people around it.

Bands need to keep this in mind.

A key part of your “digital strategy” should be to be phenomenal offline.