What a perfect artist newsletter should look like
Building artist-fan relationships through newsletters
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Let’s dive into today’s topic:
What a perfect artist newsletter should look like
In an era of algorithmic social media feeds, newsletters can, when done properly, offer artists a direct line to their most engaged fans.
Why it matters
Email has remained a stable medium throughout the internet's existence. An email newsletter gives artists valuable fan data ownership and guaranteed inbox visibility. Unlike social media posts that might get lost in cluttered feeds, newsletters create intimate, one-to-one connections with fans.
How it works
An effective artist newsletter should prioritise engagement over promotion:
Consistent short format that fans can anticipate, such as weekly diaries or behind-the-scenes stories.
Clean, text-based design without overwhelming colours or graphics.
Valuable content that entertains or informs, like exclusive photos or short stories.
Personal tone that feels like a message from a friend.
Clear structure with recurring sections fans recognise.
Promotional content in postscripts rather than the main body.
Use platforms such as Substack or Beehiiv. Their social and recommendation features are excellent for subscriber growth.
Yes, but..
Many artists hesitate to start newsletters, viewing them as another promotional channel. However, newsletters excel at building deeper artist-fan relationships rather than driving immediate sales. They complement rather than replace other marketing channels.
Take action now
Artists can start their newsletter by:
Choose a consistent publishing schedule they can maintain.
Develop a short-form content format that aligns with the artist's brand.
Creating three sample editions before launch to establish their voice.
Your thoughts
What are your favourite artist newsletters? Share your recommendations in the comments below.
Further reading
Building The Perfect Artist Brand in 2025 (The Fanbase Builder)
2025: The Year of Culture (and Why You Should Care) (MUSIC x)
Substack introduces a $20M funding guarantee to entice creators to migrate to its platform (TechCrunch)
Why Substack is trying to lure in TikTok creators (Simon Owens's Media Newsletter)
How artists can regain control over their marketing efforts (The Fanbase Builder)
How to use download codes on Bandcamp (The Fanbase Builder)
Creating personal winning streaks for artists (The Fanbase Builder)
I run a newsletter similar to yours, emphasizing fine art. I like that your newsletters can be scanned easily for quick reading. I also agree with the three things you outlined—focus, consistency, and having fun! I love writing my newsletter. :)