Making Waves: Emerging Artists, Music Marketing, and the Power of the Reticular Activating System
Making Waves: Emerging Artists, Music Marketing, and the Power of the Reticular Activating System
Harnessing the Power of Perception to Amplify Your Sound
In today's music industry, standing out can be a challenge. As new and emerging artists, it's not just about creating captivating music, it's also about understanding the psychology of listeners. One key player in this arena is the Reticular Activating System (RAS), a bundle of neurons situated in our brain stem.
The RAS functions as a mental filter, sorting out relevant data from a sea of sensory input and focusing our attention accordingly. It regulates wakefulness and sleep-wake transitions, but its role extends beyond these physiological functions. The RAS is integral to what we notice and how we interact with our environment, a characteristic that lends itself powerfully to the realm of marketing and audience engagement.
Think of the RAS as the mind's spotlight. If you decide to buy a specific car, like an electric Mustang, you suddenly start seeing it everywhere. This isn't a coincidence; it's your RAS in action, filtering in previously unnoticed data. It's a phenomenon known as the 'frequency illusion' or 'Baader-Meinhof phenomenon', which marketers have leveraged for decades.
So, how can emerging artists harness this? The key is consistent exposure and novelty. By regularly releasing music or sharing your brand, you can prime your audience's RAS to recognize and pay attention to your work. This doesn't mean flooding listeners with the same content; rather, you need to strike a balance. Novelty sparks interest, and interest primes the RAS, thereby increasing the chances of your work getting picked out from the crowd.
For instance, consider the case of breakout artists who achieved success after their music was featured in a viral TikTok dance challenge. Here, repetition of the track across numerous videos primed listeners' RAS to recognize the song, leading to increased streams and downloads.
However, the RAS also functions as a guard against overexposure. If output becomes too repetitive or predictable, the RAS may filter it out as 'irrelevant .'Therefore, while consistency in style and brand is crucial, so too is diversity in content and approach. It's this blend of familiarity and innovation that keeps the audience's RAS engaged, ensuring that an artist's work remains on their radar. TikTok creators, in particular, should be aware of this. While TikTok's algorithm might initially favor repeated successful content, in the long term, diversity within a creator's recognizable style might yield more sustainable engagement.
Understanding the function of the Reticular Activating System offers a new perspective for you navigating the complex world of music marketing. By leveraging the power of this neural network, you can strategically prime your audience's perception, achieving more resonance and recall for your music
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Leveraging the RAS as an Emerging Artist
Understanding the RAS can give emerging artists a significant advantage. Here's how you can make the RAS work in your favor:
Repeated Exposure: The RAS tends to favor familiar stimuli. The more often listeners hear your music, the more likely the RAS is to let it into the 'consciousness club'. Regularly releasing new music and maintaining an active social media presence can help achieve this.
Emotional Resonance: The RAS is connected to the emotional center of the brain, the limbic system. Hence, music that strikes a chord emotionally has a better chance of gaining the RAS's attention. Telling authentic stories through your lyrics or creating music videos that evoke emotions can effectively connect with listeners.
Novelty and Innovation: The RAS loves novelty. Introducing fresh sounds, innovative musical arrangements, or unique storytelling in your music can captivate listeners' attention.
Consistent Branding: Consistency in your music, visual aesthetics, and messaging across various platforms can train the RAS to recognize you as a familiar and important figure in the listener's world.
So, emerging artists, consider the RAS as your secret ally in your journey. Remember that the aim is not just to reach listeners' ears but to make a lasting impression in their minds. Utilize the power of the Reticular Activating System to capture and sustain their attention.