Lately, some musicians and their managers have asked me a common question:
“Why can’t people find more information about us online, even though we’ve been releasing music for years?”
My answer is always clear: you didn’t invest in your release.
In the past, during the days of free music downloads, bloggers helped artistes by writing about their songs and albums. But many times, the write-ups didn’t match what the music was really about. Why? Because many artistes didn’t care about how their stories were told. They just wanted the music out, without paying attention to the words that went with it.
Even today, some of the best albums from the last 15 years don’t have any good information online. No background, no articles, no press releases—nothing.
We now live in a time where the internet is powerful. If search engines or AI can’t find anything about you, it’s because you didn’t put anything out there. You didn’t work on getting a press release, bio, stories, a website, or even regular updates.
After many years in this space, I’ve noticed that musicians and record labels don’t always see how important publicists and writers are. They often don’t want to pay for their services. But even now, publicists are still very important. It’s up to you, as a creative person, to work with them.
And this doesn’t only apply to music. If you are in fashion, art, dance, or any creative work, you must leave a mark online. There may come a time when you can’t speak for yourself. Let your work speak for you.
Everything you post online should help you and your family for a long time. The internet isn’t free—so use it wisely.
Start thinking of your brand as something worth telling the world about. Share your story, invest in your image, and make sure your creativity lives on—online and beyond.