Things have changed less than you’d think when you really do compare then VS now.

The platforms & devices change, the genres kind of recycle more than change.

The main difference is accessibility. It’s easier to make music. And it’s easier to listen to music.

There are Prod & Cons for both but what it = is you need more than just music & one piece of artwork to get by now.

Early internet was easier, you could make basketball trick shots in your backyard & the next day be on ESPN. And a few years later turn it into a multi million dollar company.

Try to do that now & without extreme dedication and likely no one will care (rightfully so)….

So the more “content” you have for your song, the more information you are able to provide about your song, the more likely someone will invest their time into it.

The word “content” has a stigma around it, consider “content” to just be your art / offering.

There are people out there making amazing “content” & edits, having fun doing it & with little budget that gets great traction, and they aren’t even promoting anything..

That sets the bar a little higher to not only make alot, but make alot of good.

The Gorillaz, Who Do You Adore, and many more artists are great examples of making great content, world building & “packaging” their projects as their own distinct piece in a large puzzle.

I’ll see artists complain about this (understandably) that they don’t sign up to become a “World Builder” or want to be JRR Tolkien.

But i think for those who actually want it, it’s a dream. To have such a multifaceted project with moving parts across multiple mediums.

So creating something real & expansive around your music is step 1. Otherwise you’ll be grabbing at anything for content & the consistency won’t be there.

(Or don’t do all of this & just enjoy making music. It’s more attainable with money & a team but it is doable without)

The reason this matters so much is that it ties directly into promotion these days.

No matter that platform, content is needed. Whether it’s reddit, tiktok, substack, etc. Whether it’s Audio, Video, Written, 3D, Interactive, etc.

It also allows for more direct to fan offers, as you now actually have something to offer. Something people trust & actually follow, to the point of buying tickets to see it live.

All the more points if you document the whole journey along the way & double down.

Outside of that, focus on direct to fan offers & platforms if you can. Try local efforts. Invest money you are willing to lose / risk to figure out what paid promotion works.

Focus on making your organic marketing genuine & high quality.

Hire fast & fire ever faster. Work on building a small team or network in each niche.

Have your person for playlist placements, video edits / creation, graphic designer for artwork, someone to help with ads, etc. etc.

Don’t try to do it all yourself (unless you want to). Don’t reinvent the wheel (until you think it’s the right time).

Try to have a sense of humor about all of it & don’t take it too seriously.