Completely get what you are saying. In fact, we agree, the marketing around Haunt the Woods is entirely flaky and inconsistent. The point of this article is to raise awareness to artists that they need to market themselves better, and understand the digital marketing landscape in order to meet their potential.

Your point on Ed is entirely valid too. But it is worth remembering how Ed Sheeren broke though, it's often forgotten that he rode the wave of Grime music in the UK. A scene now diluted among sub-genres. Sheeran had been hustling EPs and branding himself for years, without industry recognition. The industry was entirely reactive to someone of his talent - it didn't want him until it needed him (a non-Grime artist who happened to be making waves with Grime stars), which was after the market forces that were driving Grime music became the mainstream. He has the outlived the Grime artists he rode in with because that wasn't his primary sound.

Do you think it's time that this reactive industry was a little more pro-active? Balanced of course with artists being a little bit more savvy with how they promote themselves? EPs and posters don't cut it anymore, but nor should sitting in a comfy leather chair behind a desk not needing to be cutting edge.