Camilla Wickman has a new album ‘Red Rock, Seal Skin‘ coming out August 22, 2025.

In this interview you’ll hear how Camilla started making frequent social media posts to promote their upcoming album, which felt out of alignment.

“There’s been a long period over the winter and early spring where I was just like, what now? You know, what does it look like to kind of try and play the long game, or just be authentic? And I think there was a minute there where I was like, maybe I just quit music.”

Thankfully there was enough goodness around to keep moving forward.

“I’m definitely coming out of a big kind of fog and a bit of just sort of exhaustion, and, you know hopelessness, I think. It’s all part of the process. But I think coming across your Substack, which I found your interview with Olivia Rafferty… I was like, oh, you know there are other people who are on this wavelength, and that’s been like a support, knowing that that exists and that you’re doing this work.”

Part of that work isn’t glamorous – building an email list, and a website (which we also talked about).

Getting people from Instagram to your email list is hard work – the feed is friction.

“It’s been a slow trickle, transitioning people over to the newsletter. I’m going to try and double down a bit more, but as you know, it’s hard to bring people off one platform and onto another.”

This is the work worth doing, though. Start building an email list today. Update your website. Step away from the idea that you have to post 12 times a day across multiple social media platforms to “make it.”

Camilla Wickman’s new album ‘Red Rock, Seal Skin‘ coming out August 22, 2025.