They Were Never Listening. You Were.
They Were Never Listening. You Were.
Three hours ago, your friend mentioned a new indie artist to you over coffee.
Now that artist appears in your Youtube recommendations. Google algorithm magic? Phone eavesdropping? Nope.
Your reticular activating system kicked in. That ancient neural gatekeeper that decides what gets through.
Musicians spend fortunes trying to game the algorithms, but they're missing something fundamental: the algorithm that matters most is already inside your listener's head.
The RAS is why you suddenly notice all the blue Honda Civics after you decide to buy one. Or why you can't stop hearing that obscure band's name once you've learned it.
The marketing insight? The great musicians, the ones who build sustainable careers, don't just chase streams. They create moments of recognition.
The struggling artist begs for a click today.
The successful artist plants a seed for tomorrow.
That pre-save campaign or Instagram ad isn't where the magic happens. It's what happens three days later when your potential fan is standing in line somewhere, and your hook floats through their consciousness unprompted.
That's why bands with "strange" names often break through — they're easier for the RAS to flag. It's why a distinctive vocal technique or unusual instrument choice can be more valuable than technical perfection.
The next time your potential fan opens Spotify, they won't search for what's best.
They'll search for what's familiar.
Your job isn't to be the most-streamed artist this week.
Your job is to be the artist they recognize next month.
Playlists are temporary.
Mental real estate is forever.
