The art of selling your soul

How do we begin creating something truly our own?

Nov 10, 2024

Hey you all!

In today’s Weekly Wandering, I’ll dive into my struggle with marketing in music.

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These days, I hear, 'Do you know the guy with a beard who plays his grandmother’s piano?' just as often as, 'Wow, music—can you earn a living from that?’

They’re talking about Joep Beving, the Dutch pianist, who, interestingly, was a marketeer before he turned to music.

For me, the marketing side of music is where I struggle most. On one hand, I see the importance of audiences connecting with an artist beyond just the notes. But on the other, I want to express myself meaningfully and without battling algorithms.

Here’s a close read.

The connection

Music is enriched by the stories we create around it. Beyond rhythms, frequencies, and timbres, we need stories to understand what we’re trying to communicate.
Take an anthem: without the concept of a “national anthem,” it’s just a proud, noble-sounding tune. But that story makes it resonate on a deeper level.

With this in mind, I think it’s valuable to share more of ourselves as artists, inviting audiences to form their own connections and stories. Here, the internet comes into play.
Social media and newsletters let us share those stories, potentially reaching audiences who might overlook the music alone. Instagram, for instance, has immense reach, allowing artists to connect with huge audiences affordably.

But there’s a cost: it’s draining for both the artist and the audience to be stuck in this dopamine-driven loop. It feels like marketing yourself on cigarette packages.

jamesblake

A post shared by @jamesblake

Algorithms

And there’s another downside: you end up as a slave to the algorithm. James Blake recently shared his frustration that his tour announcements aren’t even reaching his own followers on Instagram. As a result, many fans missed his shows, simply because his posts weren’t deemed engaging enough. This begs the question: what’s the value of a platform with vast reach if you can’t communicate freely with your audience?
Next to that, the pressure to post regularly often (which enhances the algorithmic push) interrupts my own creative process—I find myself making videos when I’d rather be playing piano.

Giving meaning to marketing

Back to my struggle. In an ideal world, I’d just write on this Substack. Although I know many people prefer short, visual updates, I believe there’s value in these longer, more reflective pieces. Also, staying off every platform can add a sense of mystique, something Nils Frahm embraces for example. But I would miss out on an enormous potential audience if I would just stick to the platforms I’m most comfortable with.

See my dilemma?

I haven’t solved it yet, but for now, as long as email inboxes aren’t controlled by algorithms (aside from spam filters), I’m prioritizing Substack. You can help me with this, by sharing this with others.

Secondly, I’d love to hear your thoughts—do you feel the same way?