Why “As Many People as Possible” Is NOT a Strategy (and What to Do Instead)

Something has been weighing on my spirit lately when I talk to musicians about career strategy. So many of you tell me your goal is to get “as many people to hear your music as possible.”

Let me be clear: This is NOT a strategy. It’s a guaranteed way to stay unfocused, chasing tactics that won’t create lasting success or income.

I get why this feels like the goal. Social media and streaming platforms have normalized macro thinking—the belief that your efforts aren’t worth it if your numbers aren’t in the tens of thousands (or millions).

This obsession with numbers has fueled shady behaviors, inflated metrics, and a lot of frustration for artists. I call this Buzz Marketing, and it won’t help you create real fans,

But I have an antidote for this mindset: micro networking.

What Is Micro Networking? I’m Glad You Asked!

Micro-networking focuses on a few key people who can help you push your music career forward. It’s not about quantity—it’s about quality. It’s a strategy to build meaningful, mutually beneficial relationships that open doors to real opportunities.

And here’s the kicker: these people don’t even need to be in the music industry. It’s often better if they’re not.

You’re looking for collaborators, supporters, and partners who can help you in creative and unexpected ways.

This technique is especially beneficial for introverts who don’t enjoy networking events.

Why Micro-Networking Works

Unlike endlessly chasing streams or views, micro-networking is:

Doable: You’re not trying to win over the world; you’re connecting with a handful of key people.
Targeted: Every relationship has a purpose and a clear path for collaboration.
Sustainable: Instead of burning out trying to go viral, you’re building a network that supports you long-term.

Steps to Start Micro-Networking

Set Achievable Goals
“A million followers” or “as many listeners as possible” is NOT a goal. Instead, define specific, actionable goals like:
- Hosting an intimate, VIP house concert.
- Connecting with a visual artist to collaborate on an album cover.
- Getting a local sponsor for your next event.
- Here’s a 16-minute podcast to help you set goals if you need a refresher!
Choose the Easiest Goal
Start with the goal that feels the least intimidating. The momentum from achieving one goal will build confidence for the next.
Identify Key People
Write down precisely what you want to achieve and how you can help others. For example:

I want to play a unique and amazing private show in a beautiful setting for a list of VIPS. Record it for social media posts and use the event to bond with my super fans.

I will create a fantastic, intimate evening of music, art, and delicious food in a gorgeous setting and a chance for people to connect outside rather than in a dark club that smells like beer.

An individual who owns a great space (like a gallery, a studio, a barn, a fantastic garden/ backyard, a great living room, etc.)
Collaborators (2-3 people) who may also want a VIP show to add a unique feature – i.e., a caterer, a baker, a wine or beer tasting, an art show, some fantastic lighting, a costume designer, a stylist, etc.
An A/V Team (2-3 people) – a group of people who can help you light and record the event and use the video for excellent social media posts and the event to connect with potential superfans
A list of VIPS (15-25 people) – work together to create a killer guest list of people who will support you and people you would love to have as fans in the future.

Total Needed for This Micro Network: Approx. 31 (at the MOST!)

See how 31 people suddenly feel doable and less stressful than trying to reach 42934643894576759394579 people on TikTok or blindly hitting all these shady playlists?

Without Micro Networks, There’s NO Path to Actual income.

Here’s how much a Spotify Play pays you: $0.003

Musicians always call me, saying, “I want to Monetize!” I want to quit my day job and make music Full-time as a living!” These are impressive goals, and when I dove deeper, I ask:

Me: “So, what are you focusing on to quit your day job?”

Artist: Playlists.

Me: Playlists?

Artist: Yes – I hired a playlisting company, and now I have 20,000 plays a MONTH!!

Reality check: Spotify pays $0.003 per stream. Even with 20,000 plays a month, you make $60 before expenses. Without a micro-network—an email list, merch, a loyal fanbase—you’ll struggle to turn those streams into income.

Me: That’s Great! How many of those people are on your email list?

Artist: Um, I haven’t sent an email yet – “I think that my host is collecting them somewhere on the backend of my website.”

An Email List IS a Micro Network

Me: OK, – I see on your website you have no merch for sale, no BandCamp, and no bribe or incentive for anyone to sign up to your email list.

A Website that has a JUICY Offer On It CREATES MICRO Networks.

Build Real Networks, Not Just Numbers

Here’s how micro-networking creates income:

Email List: Offer a freebie (like a demo, exclusive video, or discount) on your website to encourage signups.
Merch: Use platforms like Bandcamp to create tangible ways for superfans to support you.
Partnerships: Collaborate with businesses or individuals who can help amplify your reach.

The beauty of micro-networking is its ripple effect. A handful of strong relationships can lead to significant opportunities—without the stress of trying to “go viral.”

Micro Networking in Action

Here are some tools to help you start:

LinkedIn: Find and connect with professionals who align with your goals.
LunchClub: Meet people one-on-one virtually for mutually beneficial conversations.
Threads: Experiment with creating engaging discussions around your music.

Introverts, take note! Micro-networking is a powerful alternative to overwhelming networking events.

Ready to Try This?

If you’re ready to move past the numbers game and build something real, start with a tiny, manageable goal. Focus on quality over quantity, and you’ll be amazed at the open doors.

Your music deserves a path to success that’s sustainable and fulfilling. Micro-networking is that path.

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