It’s time we talk about music promotion.

Several artists I work with have recently asked me for advice on how to best promote their music.

I’m humbled by their asking. I am. Having played this game for the better half of my life, I should be a gold mine of useful information.

I wish I were.

The truth is, I didn’t have anything to offer.

And while it first made me sad (and brought back a massive wave of imposter syndrome), it might be a good thing. Let’s dive in.

Disclaimer: this is not a marketing strategy.

Years and years ago, life was simpler. You heard that, I’m sure. Many will argue that the gatekeeping was extraordinary. It was almost impossible to get past it. And while it is absolutely true, the industry made a lot more sense.

When everyone and their mother have a shot at it, well, everyone and their mother will take a shot at it. How many thousands, nay, millions of people are trying to get famous online every day? And many of them, waaaaaay too many of them, are using music as a medium to get there.

Dumb move btw, but I digress.

The music industry was very hard to infiltrate. True. But music was much better overall, and that’s a fact.

Sure, a bunch of white dudes in suits hogged all the power. They’d sit in a room, drink whisky, smoke cigars, taking home most of the money, while trying to predict the next hit.
You have a better shot at predicting the weather next month, to be honest.

But as flawed as it was, that system worked. There was a path. From being an unknown musician to becoming a rockstar. You’d work your way up the ladder, step by step.

It was hard. It was exhausting. You needed luck. Very few made it.

But it was clear.

Now fast forward to the wonderful age of social media and content creation.

For a while, it was revolutionary. There’s no denying that.

The whole wide world was open, your freedom limitless. You could try out anything, and if people liked it, more would see it. You’d get in front of hundreds, thousands, millions of potential fans. And many would follow you. Because it was new, fresh, exciting. It was full of firsts.
And scores of artists made it during that glorious period.

Fast forward to today. 2026. The year of the great divide.

After years of algorithm changes, paid ads and other manifestations of greed by the powers in place, discovery disappeared. There’s nothing organic left to dissect, apart from our brains maybe. But I doubt there’s anything useful left in those.

There’s no strategy anymore. No organic reach. Nothing that used to work, still works. There’s no clear road anymore to double your followers, your engagement. And you know what?

I think this is the best news you’re gonna get. Because none of this shit matters.

If you’ve read this far (well-done, by the way, I’m a mess today), you care about your music. You have principles. Ethics. You’re not making songs to get fame or free shit (looking at you, the barely covered aspiring pop star with one single out trying to peddle sneakers on IG).

So, learn to log off.

Live like it’s the 90s all over again. Turn off the Wi-Fi and get your hands moving. Play a song from beginning to end without a single mistake. Put your phone in a drawer and leave the house without a purpose. Take a walk. Have a cold Guinness in an empty bar at 16:30. Talk to someone new. Create for the pleasure of creating.

Stop chasing the dopamine hit on your blue screen. You’re enough. And you’re beautiful.

The Internet is an illusion. The biggest con ever pulled on humanity perhaps.

None of it matters. We’re all gonna die anyway. So, make art, not content.

But then again, what do I know…

Speaking of human records, my talented friend Jennifer drops her new album tomorrow. She wrote, performed & produced it by herself. A handful of musicians are playing on it, and I’m proud to be one of them (I recorded some clarinet, sax and trombone).

It’s a special record, so I hope you’ll have a listen. And if you do like it, let us know!

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