The New Music Marketing Is Dead. Long Live Music Marketing.

Remember when getting on MTV meant everything? Those gatekeepers are gone, replaced by algorithms and direct connections. But here's the paradox: we've traded one form of distance for another.

The shift isn't just about platforms or reach - it's about intimacy at scale. When a bedroom producer in Belgrade can build a more loyal following than a major label artist, we're not just witnessing a change in distribution. We're seeing the death of the broadcast model and the birth of something more profound: the micro-community.

The successful artists today aren't just making music - they're creating digital campfires for their tribes to gather around. They're sharing their morning coffee on Instagram, their studio failures on TikTok, their creative process on Substack. The "product" isn't just the song anymore; it's the entire ecosystem of connection.

But here's the trap: many artists and marketers mistake access for intimacy. Sending more emails isn't the same as building relationships. Adding more content isn't the same as adding more value. The artists who win aren't just showing up more - they're showing up differently.

The question isn't "How do I reach more people?" It's "How do I matter more to the people I reach?"

In the end, the most powerful marketing tool isn't a platform or a strategy. It's the courage to be consistently, unabashedly yourself in a world that's desperate for authenticity.

The gatekeepers are gone. But so are the excuses.