BUILD TENSION, GET ATTENTION

Seth Godin in 2011 on “Getting serious about the attention economy:

“Every interaction comes with a cost. Not in cash money, but in something worth even more: the attention of the person you’re interacting with. Waste it–with spam, with a worthless offer, with a lack of preparation, and yes, with nervous dissembling, then you are unlikely to get another chance.”

Tweet another “new song” link, or post a static image to the Instagram feed when you should be posting a video (as IG boss Adam Mosseri said in this interview).

While the bar is low, there’s so much we can do, without a massive amount of effort.

Even with just plain old text:

🚫 “Hey, we’re on Revolver’s 6 Best Songs Right Now list.” [LINK]

✅ “Djent riffage that rumbles like a chunk of glacier breaking off and crashing into the choppy sea,” says Revolver Magazine [LINK]

Copy and paste what the established media outlet said about you, and then show it to your fans.

Do the thing that other people aren’t!

“Change comes from intrinsic forces, not extrinsic ones. If you think things are shit, you can — whisper it — stop making shit things.

We’ve be throwing “shit things” at the walls for so long it’s hard to notice the stink.

Now, do you have to chug Starbucks drinks to promote a new single, get 62K views, and covertly get 62K people to listen to track in the process?

Well, no.

You don’t need to make dance videos, or start a podcast, either.

But you need to do your thing, in a way that translates online, that your fans can actually view and get excited about.

Find a way to display your magic on these cursed platforms, and do it in a way that feels comfortable and sustainable.

The world needs you, and so do your fans.