The obsession with content creation and a marketing-first emphasis as an artist creates pressure and an incentive structure that leads artists away from themselves.

Birocratic reminds us of the truth: There is no better marketing plan than making good music. Nothing will endear you to potential fans more than that.

It’s so simple and easy to forget this in the noisy world of content. If art is the artist’s product, then the rule of marketing is no different than for any other business. If the product isn’t of quality, no amount of marketing will develop a real relationship. Best case scenario, you sell one product, get one listen. That person’s trust is lost forever because of a hollow promise.

Music is not content. Content is a container for your music. If you want to be an artist, yes you have to share your music, but you do not have to become a content creator. In the same way your art develops over time, so will the way that you deliver it.

If you want to make music privately, you are not any less of an artist.

If you want to be a content creator who makes music, go right ahead.

If you want to build an audience, how will anyone discover your music if it isn’t consistently shared?

If you want to be an artist, put your message in a bottle and send it out to sea. Over and over again. With practice, you will learn to adapt to the ever changing movement of the water.

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