Simplify your marketing strategy
Translate complex marketing theory into simple artist actions.
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Let’s dive into today’s topic:
Simplify your marketing strategy
I used to overwhelm artists with complex data and strategy. But artists don’t need to be marketing scholars to build sustainable careers.
Why it matters
This weekend, I listened to a Dutch podcast interview with a world-class running coach. Instead of lecturing athletes on VO2 max and lactate thresholds, he gave them very simple instructions.
He told them their runs should feel either “easy,” “doable for two hours,” or “hard effort.” Behind those simple words lay complex physiological theory, but he knew that explaining the science would only distract the runner from the actual running.
I used to make the exact opposite mistake in the music industry. Because I love marketing theory, I naturally assumed it was vital for artists to understand it too.
I’ve spent countless hours explaining the theoretical foundations of brand positioning, narratives, and fanbase mechanics, only to watch their eyes glaze over.
Nowadays, I understand that my enthusiasm for marketing theory is causing friction rather than easing it.
When artists are forced to think like marketing academics, they lose the intuitive, creative energy that makes their music special in the first place.
The goal is to provide actionable insights, so artists know what they must do rather than becoming passionate about marketing theory.
How it works
The underlying mechanism of a theoretical shortcut is translation. Effective strategies reduce cognitive load from the artist. You are converting an abstract, macro-level concept into a tangible, micro-level action.
Identify the main goal: Before doing anything, remove the jargon. Are you aiming to get more email subscribers, or are you simply trying to build a closer relationship with your core audience?
Summarise the theory: Acknowledge the complex marketing theory but avoid dwelling on it.
Formulate the cue: Translate the theory into a simple, actionable rule. Instead of saying “we need to focus on our core audience”, say “try to create content with an inside joke in it”.
Focus on the feeling: Use qualitative benchmarks. Instead of obsessing over algorithm metrics, ask if a task feels “easy,” “sustainable for a month,” or “high effort.”
Yes, but..
Artists should not be ignorant of how the music business works. It’s always beneficial to have a basic understanding of the landscape they operate in.
However, there is a hard line between being informed and being distracted. You don’t need a degree in music to play piano. By relying on simplified operational cues, artists can navigate the industry without letting the mechanics of marketing overshadow their art.
Take action now
Look at marketing tasks that seem overwhelming or too technical. Remove the jargon. Turn one complicated goal into a simple, actionable cue that you can complete today.
Your thoughts
Further reading
Why losing followers isn’t a bad thing for artists (The Fanbase Builder)
How artists can regain control over their marketing efforts (The Fanbase Builder)
The limits of business logic in music (The Fanbase Builder)
Why artists should stop trying to please everyone (The Fanbase Builder)