Take control of your narrative with the active voice
Why passive writing steals the credit for your hard work.
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Let’s dive into today’s topic:
Take control of your narrative with the active voice
Small grammatical shifts create massive psychological changes.
Why it matters
I’ve read thousands of artist announcements in my career. The most common mistake: artists who erase the creator entirely in an attempt to sound official or professional.
When I read an artist write, “New music will be released on streaming services”, it feels as if someone else is in control. It implies that an invisible corporate machine did the heavy lifting behind the scenes.
That gives way too much credit to others and far too little to yourself. Your music doesn’t magically appear on streaming platforms, so stop writing as if it does.
Behind a line like “the album was finished,” there are months of work. You created it. You released it. Your fans want to hear from the leader who built the world they are stepping into, not a detached observer.
Passive language creates psychological distance and strips your announcements of their rightful power.
How it works
In grammatical terms, the active voice is used when the subject of a sentence performs the action. In the passive voice, the subject receives the action.
We create mental frameworks based on how information is delivered to us. When you favour the active voice, you reduce cognitive friction for the reader and immediately position yourself as the driver of your career.
Here is how this shift looks in practice:
Passive: “The new single was released on Friday.”
Active: “I released my new single on Friday.”
Passive: “A music video is being filmed for the track.”
Active: “We are filming a music video for the track.”
Passive: “Tickets can be purchased via the link in bio.”
Active: “Buy your tickets via the link in my bio.”
Passive: “The album was recorded in my bedroom.”
Active: “I recorded this album in my bedroom.”
Passive: “A tour is currently being planned for next year.”
Active: “I am planning a tour for next year.”
You establish immediate ownership by simply changing the sentence structure. Taking direct responsibility for your art builds trust.
“I wrote this song” demands attention and respect, whereas “This song was written” allows the reader’s mind to wander from the creator.
Clear, direct language removes ambiguity and compels fans to connect with you.
Yes, but..
So, what if it’s a multi-artist project? Simple: use we.
It’s not about arrogance or authority. “We spent three months creating this record” is just as active and powerful as “I spent three months.” The critical mistake is to say, “The record was created over three months.” The latter sounds like an automated, impersonal process.
Take action now
Review your latest announcement about new music, shows, merch, etc. Rewrite passive-voice copy into the active voice and adjust your phrasing to reflect the reality of your hard work.
Your thoughts
Further reading
Captivating fans using the active voice (The Fanbase Builder)
Active vs. Passive Voice (Grammarly)
Passive Voice: When to Use It and When to Avoid It (University of Toronto)
How to make your album announcement newsworthy (The Fanbase Builder)
The limits of business logic in music (The Fanbase Builder)
Crafting an artist’s brand personality (The Fanbase Builder)