The strategic choice between raw and polished content
Introducing a matrix to help artists in avoiding the perfection trap.
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Let’s dive into today’s topic:
The strategic choice between raw and polished content
The multiplier effect of substance and polish.
Why it matters
Many artists recognise what I often call the ‘perfection trap’. They believe content, and often their music as well, isn’t worth publishing if it’s not perfect. These artists aim to edit or colour-grade their content to a professional standard.
Most of the time, perfectionism causes delays, creating friction that kills momentum, even though today’s media landscape doesn’t require perfection.
What scales are the message, the emotion, and the meaning, not the polish. However, posting only raw, unpolished content doesn’t fit the purpose either. When should artists post raw content, and when should they polish it?
How it works
Let’s introduce another dimension to the raw-versus-polished debate by categorising content based on two variables.
The level of substance: the value or significance of the content.
The level of polish: the production value of the content.
Polish acts as a multiplier, not a requirement. The formula is simple:
If your substance is zero, no amount of polishing will yield anything other than zero.
The two variables combined generate a matrix:
| | **Low Polish** | **High Polish** |
|--------------------|------------------|-----------------|
| **High Substance** | Authentic virals | Masterpieces |
| **Low Substance** | Noise | Empty calories |High Polish / High Substance: Masterpieces. This is your 20-minute documentary, your official music video, or a deeply researched long-read Substack essay. These demand more time but contribute significantly to brand value.
Low Polish / High Substance: Authentic virals. An honest insight, a brilliant songwriting tip shot on a phone, a genuinely supportive comment, entertaining TikToks or Threads. This is the sweet spot for growth because it feels human and accessible.
Low Polish / Low Substance: Noise. These are the pointless posts with no story or purpose. Post just because someone told you to. They add friction to the fan’s feed without offering any value. Avoid these.
High Polish / Low Substance: Empty calories. Over-produced fluff. A heavily edited video that says nothing at all. It often feels “cringe” because the effort outweighs the reward for the viewer. You probably wouldn’t even share it in a group chat.
We generally see that long-form channels (YouTube, Substack) favour polish, while short-form platforms (Shorts, Stories, Threads) depend on the raw and immediate. In between (Photos, Caroussels, Reels, TikToks, etc), there are many variations where rules are more relaxed.
By varying your production levels, you enable your fans to engage with your brand more mindfully rather than scroll aimlessly.
Yes, but..
This matrix is a model for content like many others. On its own, it provides some key insights. But when integrated with other models, its practical implications become evident.
Take, for instance, the Hero-Hub-Help content model. Using the matrix helps creators avoid the trap of trying to make Hub content look like Hero content.
If you spend 20 hours editing a short tour video (Hub), you’ll burn out and post less frequently. By using the matrix, you give yourself permission to be raw in the Hub, as long as the substance remains high.
Posting raw and unpolished content isn’t laziness, it’s often a strategically backed decision.
Take action now
Artists could audit their latest five weeks of content and plot them on the matrix. How many of them were ‘empty calories’?
Your thoughts
Further reading
I think the Head of Instagram is wrong about Instagram... (Future Social)
Instagram is betting on the momentum, not the reaction (Rachel Karten)
How to develop a content strategy using a model for YouTubers (The Fanbase Builder)
Help content doesn’t naturally fit artist brands (The Fanbase Builder)
Quality versus Quantity: Two content strategies for artists (The Fanbase Builder)
A simple trick to create content that doesn’t feel cringe (The Fanbase Builder)
The anti-content strategy (The Fanbase Builder)