From Consumer to Creator: A Strategic Approach to Audience Building

The last two editions of Liner Notes focused on the art of listening while playing, with a reader spotlight on the issue of staying current without burning out. The Insider edition culminated in a report by The Unstarving Musician on digital overwhelm and the impact of information overload on musician health and artistry.

This issue will focus on the question: instead of consuming everything, what if we focused on creating strategically?

Mike Dawson's Core Philosophy: Build First, Sell Later

In my conversation with drummer Mike Dawson for episode one of The Unstarving Musician, Mike explained that he created his YouTube and Instagram pages "solely to build a core group of people who were interested in what I do. So when I have something to offer, they're already there."

This wasn't just random posting—it was strategic content creation with a clear purpose. Mike used content to showcase his capabilities rather than solely self-promotion. His "Influences" series on YouTube demonstrated he could recreate specific drum sounds and styles, effectively showing potential clients what he could deliver. He also used content as market research, creating one-minute jazz drumming lessons to test viewer interest in online jazz education. When the response was weaker than his electronic content, he learned that jazz might be too niche a market.

Most importantly, Mike focused on creating valuable content without immediately trying to monetize it. He wanted to reach around 10,000 followers before beginning to pitch any services.

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The Long Game Mindset

You're probably thinking, "I don't have five years!"

Reality check—overnight success generally happens in 5-10 years. All you have is time.

When we first spoke, Mike probably reflected on the path that helped him arrive where he was. He was then the managing editor at Modern Drummer Magazine, co-host of The "Modern Drummer podcast with Mike & Mike," and a sought-after musician for hire. What helped set Mike on his path began with music education in primary school and continued through his university days at the Philadelphia University of the Arts and West Virginia University. Mike was already familiar with the long game, and five years was probably a worthwhile drop in the bucket, so to speak.

Mike didn't have to run his social media experiment for 5 years to get his first drum lesson student and more gigs. The next time I spoke with Mike for the podcast, he was subbing for the principal drummer of the Broadway production of "The Lion King." I believe it's safe to say that his "long game" outlook paid off. Although results may come quicker than anticipated, this is not guaranteed. In Mike's case, quick results were surely tied to the quality of content he released and his methodologies for releasing it.

When he finally did offer online lessons after 4-5 months of building his audience, he attracted exactly the type of students he wanted—serious, professional-level players rather than beginners. He waited until he had built sufficient audience trust before introducing any paid offerings, understanding that the foundation of engaged followers was more valuable than quick monetization.

The Content Creation Paradox

I have personal experience with a scattered social media approach, which comes from a lack of planning and inconsistency. Many of us spend too much time experimenting on social media and too little thinking of it in strategic terms.

Mike could not have been more strategically minded in saying, "Honestly, my YouTube and my Instagram pages were created solely to build a core group of people who were interested in what I do. So then, when I have something to offer, they're already there."

Here's the difference between posting for engagement versus building a core group. Posting for engagement means you're chasing likes, comments, and shares as primary metrics, creating content designed to go viral or get immediate reactions, and following trending topics regardless of relevance to your music. You're posting frequently without a strategic purpose and measuring success by vanity metrics.

Building a core group means focusing on attracting people genuinely interested in your specific musical style and approach. You're creating content that showcases your authentic musical identity and capabilities through consistent posting over time. It's a quality vs. quantity approach where you measure success by audience retention and genuine interest.

Dawson created a series on YouTube that was partly to pay homage to the drummers who influenced him, but also to showcase that he could get the drum sounds used by these drummers for anyone who would want them. His content served dual purposes: authentic expression and strategic positioning.

Building a core group protects you from the scatter-shot approach that leads to burnout. When you know your audience, you can create more focused and less overwhelming content strategies.

Mike's Digital Resume Concept

Mike arguably had an old-school outlook on content. He saw it as a digital resume. In addition to seeking engagement, Mike knew he needed to put his best work and ideas into his efforts. He was after a specific result—more good gigs and drum lessons for other pro drummers. So his digital resume made perfect sense.

Research Validates the Relationship-Building Approach

Not that all you musicians are focused solely on creating viral content, but you do think about it, don't you? In countless conversations for The Unstarving Musician, artists have used the word "viral" as a panacea—the dream.

Here's the good news: research shows that the creator economy has matured from the pursuit of viral posts to strategic relationship building, with platforms now algorithmically favoring consistent, quality content over viral moments. We can rest assured knowing that relationship building is where it's at and that this is part of the long game that you should be playing on social platforms.

Platform-Specific Strategy Essentials

Here's an area where I'm learning with you. I've been treating all social platforms more or less the same. But here's what we must consider in developing a content strategy that works.

Each platform has its own user demographic and behavior patterns. By now, you've heard Facebook is mostly used by older people these days. This highlights the fact that each platform attracts different audiences with different expectations.

Content lifecycle varies dramatically. You've probably heard of the disappearing feed, where your posts fall and disappear into a feed that is perpetually populated by newer posts. YouTube videos can generate views and discovery for years through search, while TikTok content typically peaks within 24-48 hours.

The relationships between creators and audiences differ significantly for each network, and these unique dynamics are a factor in how you should post. Discovery mechanisms also vary—YouTube relies heavily on search and suggested videos, while TikTok uses a powerful "For You" page algorithm.

Each platform has developed its own culture and unwritten rules. TikTok embraces trends and challenges. YouTube values educational content and consistency. Instagram focuses on aesthetic appeal and lifestyle. Violating these cultural norms can limit your reach, while embracing them can nurture growth.

I'm reminded why conventional wisdom says, "focus on one or two platforms and master them before moving on to another one."

Repurposing Content Without Losing Authenticity

I have good news! Each platform doesn't require that you create new content from scratch. In most cases, you can use the same piece across platforms by making tweaks for unique cultures and user expectations.

Start with a content hub—typically your longest-form content: podcast episodes, blog posts, newsletters, or in-depth discussions. This is source material from which you can create platform-specific adaptations that feel native to each environment, while maintaining your voice.

Here's an example of how to take a 45-minute podcast discussion about building musical skills and transform it: Create an Instagram behind-the-scenes video of you practicing the techniques mentioned, a Twitter thread breaking down the 3 key practice principles, a Facebook community discussion post asking followers about their practice challenges, and a Threads personal story about your own learning struggles.

The key is maintaining your voice across platforms. Your personality, values, and expertise should be recognizable whether someone finds you on Instagram or TikTok, even though the content format differs. Lead with value by asking, "What unique value can I provide to this specific platform's audience?" rather than posting the same content everywhere.

Stagger your repurposed content —don't post the same thing across all platforms simultaneously. Instead, try different angles and timeframes—perhaps the Instagram version goes live when the podcast drops, the Twitter thread follows a week later with additional insights, and a Facebook discussion takes place when you have new related experience to share.

Testing and Measuring What Matters

Define your conversion focused on these metrics: track email signups per post, measure streaming platform clicks, merchandise inquiries, and show attendance driven by social content rather than likes and follows.

Create a metrics hierarchy and focus 80% of your analysis on primary metrics such as newsletter subscribers and merchandise inquiries. Secondary metrics include meaningful comments, shares to stories, and website traffic. Vanity metrics (followers and likes) matter the least.

Look for audience quality indicators—people who comment with thoughtful responses, share your content with personal commentary, or mention you unprompted. Track repeat engagers who consistently interact with your posts. Think of them as your focus group that gives you free, real-time feedback on whether your content strategy is building the kind of deep audience relationships that convert to actual business results.

Test content formats by posting the same core message as a video versus an image carousel, or try different hook styles for threads. Use platform analytics to compare performance after 48-72 hours. Experiment with posting times and frequency, measuring engagement quality over quantity.

Know when to double down versus when to pivot. Double down on content that drives newsletter signups or creates ongoing conversations in comments, especially when engagement rates stay consistent even as follower count grows. Consider pivoting when you see declining engagement despite increased effort, or when you're consistently posting to silence. If three consecutive posts of the same type underperform, test a new approach.

Give new content strategies at least 3 months before making major pivots, but be willing to make small weekly adjustments based on immediate feedback.

Avoiding Burnout Through Sustainable Practices

Avoiding burnout takes planning and practice. A digital detox doesn't have to be dramatic. Start with small steps, such as taking a 10-minute walk without your device, or leaving it out of sight in do-not-disturb mode while working on short tasks.

Multi-tasking is for suckers. 🍭 Concentrated attention on one activity has been demonstrated to result in higher creative output. Social connections, creative hobbies unrelated to professional work, and community engagement improve physical vigor and cognitive liveliness, working wonders for creative restoration.

Your Starting Framework

To build your group of core followers who are interested in what you do, start here: Define your musical identity before creating content. Ask "Does this showcase what I uniquely offer?" before posting. Track engagement quality, not just quantity. Build relationships with commenters who show genuine interest. Create content series that demonstrate your capabilities over time.

Remember Mike Dawson's insight–treat your content like a digital resume, not just a social media presence. This old-school outlook on content creation, combined with strategic patience, can position you as an authority in your field before you ever ask for anything in return.

Devastating Cuts To Public Media Affect Independent Musicians

As I write this edition of Liner Notes, the Senate passed the Rescissions Act, which cuts $1.1 billion from public media funding, and the House is expected to follow suit. These cuts will significantly impact arts and humanities programming that has long supported independent musicians.

While these cuts appear likely to become reality, there are still actions we can take. Contact your representatives about minimizing the impact and protecting the most essential programs—the specific allocations and implementation details still matter. More importantly, consider increasing your direct support to local NPR and PBS stations, which will need to offset these federal funding losses.

As independent musicians, we should stay informed about this. Public radio and TV have historically been crucial launching pads for emerging artists and continue to provide educational programming that supports the broader music community.

This feels like a setback, but it need not be permanent. Stay engaged for future budget cycles, as these cuts can potentially be reversed. There is so much happening in our government that I believe the time to start speaking up has come. I hope you'll let your voice be heard.

Resources

​Dynamics, Creative Recording, And Getting Gigs – Mike Dawson Rewind (Unstarving Musician Episode 234)​

​Drum Influences by Mike Dawson (YouTube playlist)

​Senate approves cuts to NPR, PBS, and foreign aid programs

​Protect My Public Media

​Contact Your Senators

​Contact Your Representatives

​Strategic Content Creation Cheat Sheet (PDF download)

In the next edition of Liner Notes Insider

I have several ideas, but I'm still contemplating what to write about next. Feel free to let me know if there's something specific you'd like me to write about in an upcoming edition.

Peace, love and more cowbell,
Robonzo

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