Are you prepared for more people to find out about your work?

Is your bio photo current? Is your online store stocked? Can people sign up for your email list? Has your welcome email been updated since 2024? Is your website set up in a way that people would stick around and find out more about you, or are all your most engaging videos sitting on other platforms?

In my recent talk with Laura Kidd of Penfriend (new album ‘House Of Stories’ is out April 18th), we hit on the subject of “virality” and the pursuit of more.

“I think people get so blinded by virality and like if somebody doesn’t have 32,000 views on YouTube or something, nothing’s ever going to happen. But yes, my full-time income comes mostly from 236 subscribers on Patreon. and it’s topped up by music sales and stuff I put out on Bandcamp, pay what you want and stuff, and people choose to pay. So it seems small. Maybe it seems small. To me, I know it’s not small. Seven and a half thousand maybe seems small, but if you’ve ever tried to build an email list, you probably know it’s not small. But those people can give you a job if you are able to find… what that job should be, I suppose, what they will value and adds to their life and adds to your own creative practice and everything.”

Listen to the full podcast episode here:

More people on your email list won’t matter if you’re not providing them some form of “value.” Sorry to sound so capitalist, but I mean, in exchange for a reader’s time and energy of opening the email, are you providing entertainment? Relief? Wisdom? Hope? Good music?

Because if you’re not doing that for the people right in front of you, what makes you think you can do it for 5,000 more?

In the video above, Laura talks about having 236 Patreon supporters out of 7,500 email subscribers, which means that “just” 3.1% are enough to earn a living (in addition to music sales).

Depending on what you do, 7,500 is attainable. We’re all closer to 7,500 than a million, right? And 236? I like that number even more.

So cherish the 20 or so people on your email list today, because they’re your foundation.

Stop worrying about all the new people out there that have no idea who you are, and focus on the few dozen people who care enough to open your emails and click play on your videos.

“The false proxy of how many people are following you on social media is a trap,” says Seth Godin, “I know people who have gotten 40 million views of a TikTok, and sold $200 worth of stuff to go with it.”

I offer Email Guidance, where I provide affordable, personalized thoughts and ideas to use and think about for your project. I don’t need 40 million people to know about this offer. My email list will do just fine, really. I can pay the rent without this newsletter getting a million views (find out more here).

And maybe you don’t need to get your work in a fancy art gallery, or play a big corporate owned music venue. Maybe you don’t need to get picked by whatever gatekeeper exists in your world, and you can just do whatever you want.

What’s at the core of what you want to do, and how are you building that foundation today?

Where’s the biggest joy you find? How can you skip all the busy work you don’t want to do and still achieve your desired outcome?

Get on Laura’s email list here: https://penfriend.rocks/hello

Get Laura’s music on Bandcamp!

In my recent Substack Live interview with Olivia Rafferty, she spoke of looking for creative inspiration outside of your industry.

“Even in terms of marketing and things, I just think there’s so much you can do if you look outside of how people in your industry are making the thing that you’re making. Like, if musicians don’t just focus on what other musicians are doing and how they’re making music, if, like, people on Substack who make newsletters start to think, ‘how could I make a newsletter in the way like a ceramicist would make a pot?’”

Olivia wrote an album about geology which led to performing in front of a Tyrannosaurus Rex at a museum.

Photographer Noah Kalina sold out of limited edition print he made in just a few hours from this video, which at the time had just around 300 views.

Alex of Saint Francis Apizza recently wrote about “Four sound decisions I made before opening our pizzeria.” Even if you’ll never open a pizza shop, there is much wisdom here. (link via Emily).

‘The True Costs of Being on YouTube’ by carla lalli music is an eye opening read, even if you have no interest in making YouTube videos:

“It costs $29 per thousand to run an ad in my videos, and I get $10 per thousand. Where does the other $19 go? To YouTube, of course. That’s a 2:1 split in favor of the platform. Lord, give me strength.”

Artist David Speed’s work is only available for purchase via his email list.

Seek inspiration outside of the creative sphere you occupy, across other genres, mediums, and industries. Find the people making work on their own terms, and use their approach to guide your own artistic journey.

This is the live replay of my Substack Live call from March 22, 2025, where I talk through what leaving the feeds actually changes — and what it doesn’t.

In this live video I cover:
• Why “posting more” wasn’t helping my creative work
• Reclaiming attention and momentum without Instagram, TikTok, or X
• How newsletters + websites beat algorithms long-term
• What fills the void when you stop scrolling
• Audience growth that isn’t dependent on social platforms
• Community > metrics, conversations > likes
• The emotional side of stepping away (fear of disappearing, FOMO, identity)
• Rebuilding trust with your own ideas when the noise is gone
• Sustainable marketing that doesn’t burn you out
• How I think about YouTube without getting sucked into the feed mindset

If you’re tired of chasing algorithms and want to build something more sustainabl this replay might help.

As you can see, Olivia and I had a horrible conversation about quitting Spotify, making an album about geology, and lots more.

This was recorded on Substack Live, so some things you might here throughout are usually reactions to people making comments during the live stream.

Subscribe to the full podcast RSS feed here.

Here’s a bit of some Email Guidance I wrote someone recently, about launching a newsletter. They were wondering if they should plan out what to write, and I started riffing on stories:

But think of three stories you like telling people. Or even three stories that involve the wonderful people in your orbit. It all comes back to you, right?

The people you’ve worked with. Recorded with. Performed with. So many people!

BECAUSE then you can send that newsletter to those people! Re-connect, catch up, laugh together about it.

Maybe follow that energy. Instead of thinking about what you’ll write, think about who. Who lights you up? Who made you happy? Who’d you make memories with?

Because if you’re writing from a place of joy and good memories, it’ll probably be easier for your audience to connect with, you know? I mean, you gotta write the music for yourself first, right? Same could be said for a newsletter – write around the good energy of the people you’ve met, and the stories you’ve created with those people.

For artists of all types, it’s very easy to get stuck in this broadcast mode of talking the things we do, and who we are. We are interesting people, of course, but writing about ourselves is HARD. It never feels good, right?

Which is why I suggest writing about other folks in your creative orbit. Weave that into your newsletter, and see what unfolds.

Substack is a busy place these days, and I’m definitely taking full advantage of the Live functionality to talk to interesting people.

Last Monday I got talking to 

Chuck Marshall. I didn’t leave that call thinking about NEW SUBSCRIBERS or engagement, but rather, “wow, Chuck is a cool guy, I’m glad we got to chat!”

Little did I know that magic would happen afterwards.

This from 

Bree Stilwell:

All these fricking live videos lately, it’s just soooo much. When I saw Seth Werkheiser pop in though, while folding laundry and feeling loose, gave it a shot.

What happened next is exactly why I think most of us are here, fighting our way through the noise and toward real life connections with other creatives.

I watched this video, learned a little about this cool dude and his local music, arts and beer newsletter, and, that we live in the same town.

I dm’d immediately, met him and his amazing partner-in-all-things Brenda for coffee just days later, and the bond has been set. Good works to follow, and friendships I didn’t have last week.

Says Chuck in his latest post:

“We met on Friday morning for coffee over at York Food and Drink. Meeting Bree and talking about her background and passion for art was a blast. She also shared thoughts on her project, which is yet another source of inspiration. She’s looking to build a third space for all kinds of creative folks. Most importantly, including those that are what I’ll call ‘creative curious.’”

This is what I’m talking about, friends; use the internet as a tool, not a destination.

As Bree said in a follow up comment, “it’s so completely crucial to use this platform, and others like it, as peripheral tools to make shit happen in real life, in our communities, and for lasting effect.”

If that takes shape as a Zoom room or a supper club or an email thread, then do it. Make sure it’s sustainable, and it feels good, with the right people.

Ditch the social media feeds and their algorithmic grief machines, and just fill your day with good people instead.

Hey! I spoke with Cody Cook-Parrott about NEWSLETTERS, so this video is packed with some ideas that you could use for your own projects:

Segments!

Using lead magnets!

Creative bothering (Cody came up with that one during this interview)!

Flodesk

Zapier

Cody’s Newsletter class

Substack’s Recommendations

Teenage Wrist email (web version)

“Marketing is a creative practice.”

“Creative bothering”

Cody has since left Substack, but pretty much everything here in this video interview holds up!