be careful what you choose to go viral for...
they'll just want more of it.
As of late, what’s peaked my curiosity more than music, is the content artists choose to create & promote in efforts of growing their audiences to get more ears on their songs.
I often find myself left with some pretty basic questions…because some artists choose to post a LOT of content that’s completely unrelated to their music…
Why was this posted?
What’s to gain?
Does it actually end up promoting your music?
Does someone see this and buy a ticket to your show?
These seem like simple concepts, but when you’re constantly forced to consume comedic or “lifestyle” content from an “artist,” one who would love nothing more than for you to stream their latest single…
Well, things become a little confusing.
After writing this, I’m not sure how I actually feel about any of it. I needed to work through these thoughts, so please respond back with your perspectives too…I’d love to chat more on it.
For example, below are screen shots of engagement vs follower counts on two different artist’s reels that were posted, and are NOT music related.
I’ve seen this all over the place…super high engagement on “entertaining” posts, but out of all those views, only a sliver of folks actually care enough to go hit the follow button.
If 3.7M people engage with a post, and you still only have 6,000 followers, what the fuck was the point?
DANCE MONKEY DANCE!!
The doom scrollers have watched, and moved on, just like that.
Another great example comes from a friend of mine, Joe Marson.
Joe went a little viral a ways back for playing air guitar on a tennis racket.
When Joe said to me, “yeah, one day it would be sick to get that many views on a post where i’m actually playing the fucking guitar…”
We had a good laugh.
A sign of the times…
Look, I understand the times we’re in.
I understand as an artist, you’re ready to do anything and everything you can to build yourself a following.
I understand the feeling that people want “more of you” and if you don’t give it to them, well, you might just slip away into the darkness forever.
I understand you want to see the numbers go up, by any means necessary, because those in power, the ones that could change your life, will only look at you if you have a million views on every post and a big K next to a random number at the top of a bullshit account you probably wish you didn’t have to have in the first place.
At the same time, I do believe there’s a line that will be crossed, if you’re not careful.
All of a sudden your day to day shifts from scheduling sessions, writing songs, booking shows, and working on your next release, to holding up a camera and creating mind numbing skits, or posting “Get Ready With Me’s” and “Outfit of The Days” because you’ve convinced yourself that these posts will grow your following the fastest…
“IF THIS SHIT DOESN’T POP OFF RIGHT AWAY, I’M A GREAT BIG FAILURE.”
Sure, if you already have a grammy, anything goes, spend your time however you like.
But if it’s supposed to be about the music, why isn’t it ONLY about the music?
Does someone see a cool outfit and want to stream your songs?
If you make them laugh, will they come to a show?
What if they do, and you don’t make them laugh at the show?
Do they unfollow you?
HEY I CAME TO SEE YOU PLAY AND I DIDN’T EVEN FUCKIN LAUGH ONCE.
What if this is all one big distraction, and by participating you’re just wasting time?
I really don’t know.
Art vs Aura…
As an artist, when you remove mystery, you deny curiosity.
You connect the dots when no one asked you to.
It’s like a comedian explaining the joke right after they tell it.
As a fan of music, I’ve never needed all the answers.
Sometimes as fans, we need to answer the questions ourselves.
It becomes as much about us, as it is about you.
This is what creates the unbreakable bond between artist & fan.
You know, the bond that makes you rich.
The biggest stars of our generation didn’t rise to the top by telling everyone everything about themselves.
They didn’t answer all the questions for us.
Because sometimes, the best things are left up to the imagination.
Remember that the aura you desire, the one you’re constantly attempting to manufacture on the internet, will come on it’s own, if you let it. If you put the art first.
So this year, I dare you to say less.
I dare you to sing more.
I dare you to become a mystery.
Long live rock n roll,
Lucas
Preach! So refreshing to hear man
Love it thank you for saying this