In this episode, we sit down with Jesse Cannon - producer, engineer, author, YouTuber (Musformation), and one of the most respected music marketing strategists today.

This episode is absolutely packed with real-world, data-backed insights on what actually works in 2025/26 and beyond - and what artists should finally stop wasting time on.

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What We Cover:

🎯 The #1 thing artists must do before promoting anything

Why understanding your identity, strengths, aspirations, and position in the market is no longer optional - and how Jesse’s LAMES analysis helps artists finally get clarity.

📱 The truth about social media in 2025/26

• Why you must start on all three short-form platforms (TikTok, Reels, Shorts).
• Why you can’t predict where you’ll grow.
• Why “I don’t want to be a content creator” is no longer a useful mindset.
• When it is possible to grow without social media - and why it’s rare.

🎧 Release strategy: The 4–8 week rule

Why consistent, sustained releases are the #1 growth driver for new artists today - and how Jesse discovered the pattern by analyzing major breakout acts.

🎵 Playlists: Overrated? Underrated? Misunderstood?

Jesse breaks down:

• Why playlists are not dead.
• Why most people misunderstand their role.
• Why editorials still matter even if fewer people listen.
• Why taste-curated playlists are a massive opportunity.
• Why random SubmitHub blasting can destroy your account.

💸 Paid ads: When (and when NOT) to use them

• Why Meta ads are overrated for artists.
• Why they do work for retargeting, merch, and warm audiences.
• Why ads fail without proof of concept.
• Why organic early adopters are worth more than paid traffic.

🧠 The mindset artists need if they want to grow

Including:

• Why overwhelm is largely psychological.
• Why most people never look at analytics correctly.
• Why you should never check stats unless you’re ready to change something.
• How to avoid depression loops around growth.

🌍 Websites, email lists & direct-to-fan tools

• Are websites still relevant? (Answer: yes - but only certain types.)
• Why email is still incredibly effective even with young audiences.
• Why Shopify beats Squarespace/Wix for artists with merch.
• Why Tribly.FM is one of the most underrated tools for artists.

🔥 Creative promo ideas

Including the example of artist Audrey Hobert and her brilliant “Archive” page that builds a universe around every song. 

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Jesse's Links:

• Jesse’s YouTube: Musformation
• Jesse’s newsletter: Music Marketing Trends
• Jesse’s books: Processing Creativity & Get More Fans
• LAMES analysis video

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If you’re a self-recording artist and want help making your music sound professional and releasing it effectively, apply for our coaching program at:
👉 theselfrecordingband.com/coaching

For links to everything we've mentioned in this episode, key takeaways, as well as full show notes go to: theselfrecordingband.com/291

Send us a text

If you have any questions, feedback, topic ideas or want to suggest a guest, email us at: [email protected]