Liner Notes: The Power of Being Perfectly Imperfect in Music Marketing 🎶

Why marketing and self-promotion matter for independent musicians

Reading time: 7 minutes 👓

“You don’t do anyone any favors by lurking, put yourself out there!” –Nabeel S. Qureshi

Let's face it - you could be the next great music artist, whether aiming to make a living or fund a passion project. But it won't happen if no one knows about your music. As entrepreneur Nabeel S. Qureshi aptly puts it, "You don't do anyone any favors by lurking, put yourself out there!" Your reason for being is to make things, solve problems, and inspire others. Beautiful music without marketing is like a concert in an empty room - it fails to fulfill its fundamental purpose.

Your Brand Is More Than Your Music

I've learned that authenticity trumps perfection - my brand grew stronger when I started sharing the real journey, not just the highlight reel

The words "marketing" and "self-promotion" make some people cringe. My wife recently made a cutting remark about marketers while reading her financial newsletters (supreme marketers in sheep's clothing; I kept my best poker face). Here's the thing though - for independent artists, marketing isn't about slick sales tactics. It's about authentically connecting with people who'll appreciate your music.

In the world of independent art, authenticity really is better than perfection. Don’t get me wrong, I'm a fan of perfection, but it can be a counterproductive motivator. People don't relate to perfection. We find it awe-inspiring to see in music, sports, and other human endeavors, but we can’t really relate to it.

What we can relate to is real stories, imperfections, and humility. This is where authenticity comes in. But why is this worth paying attention to? Simply put, I can relate to you much better when I can see that you struggle, make mistakes, beat yourself up, and expose yourself for who you really are. I can even relate to you when you compare yourself to others, even though you shouldn’t do that.

I personally entertain myself, and sometimes my followers, by sharing my missteps. One example is posting rehearsal videos that include blooper beginnings or endings (or both). Another example that you'll be familiar with is my admission about not being great at one aspect or another of a proven method for improving the chances of success as an independent musician. That's part of my "I'm learning with you," approach to this newsletter.

My authentic posts and writings consistently get 2-3x more engagement than my polished content, and have helped grow my newsletter subscribers in the past year. People enjoy seeing the humor in my missteps and the weird things I think. They often laugh with me and sometimes share words of encouragement.

So share the real you in real life (IRL) and online. You’ll find that some people are really into it and that you’ll start to build community around your honesty and authenticity. Not everyone will care, laugh, or offer support, but you’re not looking to bring those folks into your community. If you’re striving to be bigger than Gaga or The Weeknd, I wish you all the success in the world, as you attempt to hide your flaws from humanity. But if you’re an independent musician or artist of any kind, I encourage you to wave your freak flag high. In the words of a mentor, you’ll attract the best and repel the rest.

Think of your brand as your story: What makes you unique? What drives you? What problems do you solve for your audience?

Your brand is your story. It’s what makes you unique and tells the world why you do the things you do. Here are more examples from my own "real" world.

I’m a caffeine (coffee) addict who nerds out on the nuance of coffee preparation
I used to think I’m an introvert, but have come to realize that I just don’t like people all that much 😜
The jungle and forests are beautiful, but they’re also both infested with all kinds of nasty bugs, some quite large
I believe that free access to information has not made all of society smarter
These days, I play music to honor those who inspired me
Routine is my rock
I’m obsessive-compulsive, especially where playing music is concerned
People who can’t properly wind a mic cable perplex me

I’ve just openly shared a couple of quirks on this list for the first time, and it’s great fodder for Facebook and Instagram. I encourage you to keep a running journal or note of all your strange thoughts. When you need something to share with your tribe, you’ll find this list of random thoughts a great source of material.

Consistency matters more than volume - pick your core message and stick with it

Smart social media that won't degrade your life

📝 Side note: I recently decided to stop posting on Twitter. You can probably guess why.

Among the best social media advice I’ve ever received is to focus on one or two platforms. Determine where your audience is and which platforms you feel most comfortable in. This intersection where you and your people meet is the perfect area of focus for your social media activity.

The next best social media advice I’ve received is to get in and get out within 15 minutes or less. How, you ask? This leads to another piece of great social media advice a wise person shared with me – create a simple content calendar.

Your content calendar is a place to capture ideas that pop into mind, as well as the ones you’ve given some designated time and thought.

Carve out an hour or two per week to work on your content calendar
Draft social posts and content ideas for social and other channels
Use scheduling tools to batch your social content

Here's a simple content calendar template (free download)

One last piece of golden advice on social media – engage genuinely with your community rather than just broadcast. Part of your weekly social time should be to find out what your tribe is up to and to look for others interested in joining in on the fun. Just be yourself, support and encourage others, and use direct messaging to build a bond that will bring fans and supporters into your world.

Building Real Industry Relationships

Every gig is a networking opportunity

I've gotten some of my best opportunities from casual conversations at shows. Those opportunities sometimes come days or weeks after the initial conversations, but the point is that every gig is indeed a networking opportunity.

The same goes for attending the shows of other bands, especially if you’re already acquainted. Your attendance could lead to referrals, subbing opportunities, and more. Just be sure to say hi or introduce yourself to the performing musicians.

Follow-up is everything

Follow-up is critical to good networking, sales, and marketing. So keep a simple spreadsheet of key contacts and touch base regularly. Reach out to say hi or to offer encouragement about something your contact is working on. They’ll be more inclined to think of you next time a good opportunity arises.

Give before asking. Share others' content, offer genuine support, be a resource. A famous motivational speaker once said, “You will get all you want in life, if you help enough other people get what they want.” Much that can be said about helping others get what they want.

“You will get all you want in life, if you help enough other people get what they want.” –Zig Ziglar

Join local music communities and online groups where your peers hang out

Community goes a long way, in good times and bad. Connecting with online and offline groups where your peers hang out is a great way to build meaningful industry relationships. Watch what others do and open your mind to the possibilities.

Remember: The person running sound today might be booking shows tomorrow

All the folks working at the venues you perform help make a gig possible. And one of them might be booking shows tomorrow, from the person running sound to the shift bar manager. I recall an occasion when a venue manager changed jobs and hired two of my bands to play at the new venue where she went to work.

The Truth About Self-Promotion

It's not bragging if you're providing value

At the top of this email, I shared a quote by entrepreneur Nabeel S. Qureshi. This quote resonates with me because I’m all too guilty of lurking. Lurking has done me no good whatsoever. So get out there, introduce yourself, exchange contact info, share a business card, be supportive of others, and let them know what your interests are, and how you can help them.

Share your victories and your struggles - people connect with the journey

There’s no better way to connect with people than to share your victories and struggles. Victories are obviously fun to with people, but so too are the struggles. Sharing your challenges and missteps is a great way to commiserate and encourage the continuing fight. I’m always surprised by the outpouring of support no matter what I share. Try if for yourself.

Make it about your audience - how does your music/content help or inspire them?

Ask yourself and your audience what they think about your music and related content. Look for signs that it inspires or moves them in some way. Always work toward being an inspiration to your audience.

Be consistent but not pushy - think marathon, not sprint

Be consistent. There’s no need to be pushy, but it definitely pays to keep asking for what you want until you receive a definitive no. Even then, remember that “no” may just mean “no for right now.” Getting gigs is more often a marathon and seldom a sprint. So keep working your prospects and leads.

"You’re not obligated to win. You’re obligated to keep trying to do the best you can every day." –Marian Wright Edelman

📬 Coming Soon: Enhanced Liner Notes

Starting in January, I'll be introducing a paid tier for Liner Notes subscribers who want to dig deeper. Free subscribers will continue getting the same great content you're used to. Paid subscribers will receive exclusive content including detailed how-to guides, industry interviews, and personalized feedback opportunities. Stay tuned for details on how to upgrade your subscription.

Until next time, keep sharing those imperfect moments and waving your freak flag high. Your authentic voice is your superpower.

P.S. Check out the blooper moment in this video from a recent rehearsal - it's a classic example of me f*cking with my bandmates. 😅

👉🏻 By the way... you can hit "reply" at any time to reach me directly! 📥

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Liner Notes