Don't Leave Your Magic at the Food Court
Sites will monetize your magic, so you might as well play the game
Ally Crowley-Duncan plays the bagpipe.
She posted a video of herself playing some Metallica songs, and of course an internet ding dong left a comment saying “bagpipes don't belong in Metallica.”
Then Metallica leaves a reply, saying “this guy doesn't speak on our behalf. You're awesome.”
That’s magic.
What I’m getting at is this; don’t leave all that magic on social media, because (ahem) these sites sure didn’t.
Each one of those sites sold ad-impressions against that story. They made money from that magic.
That ain’t wrong or bad, it’s just how the internet works.
And it’s why you should be doing the same fucking thing.
Put your magic on your website, then arrange some of your merch items around it. Or tour dates.
Get enough people to your site, and people will buy something. Fans buying things is good, because then you can pay the rent.
Fill your website and newsletter with your magic; the videos, the wit, the sass, the live photos from sold-out festivals.
Your social media feeds are the party. Loose and free, filled with witty rants, spontaneous photos, lengthy captions.
The likes pour in, and the replies.
Party in the back.
Then you subscribe to a band’s newsletter and get their “email blast,” which is just a few vinyl mock-ups of their album, some text, a button.
No lively text. No attitude. No swagger.
Business in the front.
Don’t fall victim to mullet marketing - make your email newsletter and website as riveting as your social media feeds.
IN CASE YOU MISSED IT:
THE SOCIAL MEDIA PAY-TO-PLAY ERA STARTS NOW - don’t wait till you get hacked or lose access - figure out your social media lock out plan today!
DON'T MAKE SOCIAL MEDIA YOUR TROPHY CASE - we post all our most interesting photos, the imagery that shows off our unique, creative spirit, the videos that capture our spontaneous, magical energy. We don’t put any of it on our website, then complain that nobody goes to our website.
SOCIAL MEDIA IS THE FOOD COURT AT THE MALL AND THE LANDLORD SUCKS - Social media is the food court at the mall, where your posts appear next to sports news and racist tirades, and the landlord keeps raising the rent.
I’m Seth Werkheiser, and I help artists escape social media.
Support this holy errand and become a paid subscriber (price going up in 2024).
Email: seth@closemondays.com
Web: closemondays.com
Lorde did a great job with this for her last album release imo, she hasn’t posted on social media for ages but her email newsletter was so personal with her thoughts, backstage tour photos, fan creations, what she’s listening to and reading. I wish more artistes did this!