Happy 2025 – WTF
The wildfires in California, Norovirus raging through major cities, a domestic terrorist attack followed by snowball fights on Bourbon Street, a polarizing inauguration, a deep freeze on the East Coast, and TikTok (here for now, but seemingly censoring content)—this brings us to the realization that no matter how much time and energy we invest in online platforms, if you don’t control your narrative, it can all disappear.
Helping musicians step into a world where more music is released in one day than entire years in the past is daunting. These are the thoughts keeping me up at night.
But there is something that has been making me feel hopeful.
CONNECTION.
Musicians Have Been Focusing Energy On The Wrong Things
In the obsession to get “as many people as possible” to hear our music, we’ve caused a frenzy I call Buzz Marketing. While necessary for perception, it’s not great for true connection.
Examples of Buzz Marketing
- Catching TikTok algorithms
- Gunning for Spotify playlists
- Getting crazy over every Spotify track hitting 1K plays
- Radio promotion
- Wasting precious asks on PreSave campaigns
- Purchasing Meta and YouTube Ads without a retargeting strategy
Why TikTok Isn’t and Has Never Been Enough
Platforms like TikTok, while entertaining, don’t foster real community for most musicians. TikTok is a self-described “entertainment platform,” not one that facilitates deep human connections. Even getting 1 million plays may not translate to finding a true superfan—the kind of loyal following artists must cultivate.
The Decline of Small Independent Music Venues
People no longer want the same old experience: a 45-minute set in a club. Rising food, labor, and rent costs, combined with changing habits, have made this model unsustainable. Venues that once thrived are now struggling to stay afloat.
The Rise of Immersive Experiences
At the same time, people are still willing to spend big money on immersive events, such as Taylor Swift’s tour. These mega-events offer a sense of community, connection, and something genuinely memorable. This points to a crucial shift artists must embrace in 2025 and beyond.
Fostering Genuine Connection Through Artist Community Building
Rather than chasing the next viral TikTok moment or spending money on Meta, smart artists will invest in building real-life communities. These could be meetups, workshops, retreats, or other immersive experiences that foster genuine human connection.
Artist community building moves beyond nights of music to create meaningful shared experiences
The Opportunity for Artists
We are all craving a sense of community and belonging that the digital world has failed to provide. By tapping into this need, artists can build a sustainable, engaged fanbase far beyond buzz. This is what I call Bond Marketing.
Examples of Bond Marketing
- Focusing on one fan at a time
- Building and using your email list
- Meeting music industry influencers IRL
- Creating or joining a mastermind group
- Leaving thoughtful, interactive comments on socials
- Attending music conferences
A New Vision for 2025 and Beyond
Executing this vision will require a shift in mindset and strategy. But the payoff could be enormous. In a world that feels increasingly isolated, the power of real human connection should never be underestimated.
Focus on building a community. That’s where the real magic happens.
My Urgent Call to Action
Stop grieving TikTok’s limitations. Get together in a room with real people—other artists. Have a salon. Get out and meet people. Reset together. Talk about what you’re doing. Play music for one another.
Artist community building offers a path forward to ensure musicians and their fans stay connected, inspired, and engaged in 2025 and beyond.
Invite five people to go bowling, have a beer, or sample tea.
Take a walk in a museum, around town or in a local park
Be with people. Play music. Share ideas. Look at art. Get inspired.
Figure out how meaningful real-life communications can ripple out. Change 2025 by getting closer, not farther away from each other.
This is my call to arms for all of us—musicians and industry alike. This is how we stay safe, happy, and inspired—by staying connected.
Want more Bond and Less Buzz in 2025? Let’s Talk
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