If there’s one unbelievably exciting thing to embrace about marketing and PR, it’s this: There is no prescribed method that will fix everything in the same way. There is no one size fits all. When it comes to music, this realization is truly a remarkable gift.
But not everyone thinks so.
If you’re a country music artist, why should the methods and strategies you follow be the exact same as those for a pop music outfit? Should country artists, for example, run a digital campaign? My feeling is no. Traditional marketing reaches traditional country fans on their terms. They don’t singularly engage in, nor trust, digital marketing.
If The Impressionists Movement were happening today, would they be content showing Monet, Cezanne, Degas, and Renoir’s work in traditional venues? No, because they created their own revolutionary success on their own terms.
We’re in the same kind of revolution, but the results have fallen way short. Because — YouTube, ReverbNation, Spotify, Pandora.
This is a revolution on someone else’s terms.
Unless the top music reviewer of Rolling Stone is an avid fan of your music, why should you expect they’ll write a review? It’s the prescribed method that says the Holy Grail of approval for music comes from someone you’ve never met. But is that realistic?
It’s true everyone is seeking the same end result and approval. How to achieve that result is never, ever going to be realized in exactly the same way. Just because municipalities, institutionalized media, and the mainstream create an infrastructure to fit into doesn’t mean your art will be a shoo-in. Find a way to build your own infrastructure where you can stand alone.
Art is not regressive. Art is not reproductive.
Art is progressive. Art is productive.
True art is very rarely mainstream in the beginning. It can reach critical mass only if a great deal of thought and effort goes into the process to make it so. The possibilities are endlessly exciting!