How Musicians Create Momentum by Making Things Happen
Many artists wait for playlist placements and venue bookings to hand them momentum, but it rarely works. Learn how musicians create momentum by taking control and creating their own opportunities. It’s the only strategy that actually moves the needle.
How Musicians Create Momentum by Making Things Happen
by CARLO KIKSEN via The Fanbase Builder
Proactive marketing beats waiting for playlist placements and industry gatekeepers.
Why it matters
The traditional music marketing playbook relies heavily on passive strategies: submitting to playlists, waiting for venue bookings, hoping for radio play, and chasing industry gatekeepers. While these tactics have their place, they leave artists dependent on others’ decisions for their success.
Modern platforms favour creators who generate their momentum rather than those who simply announce releases. Artists who proactively create stories, experiences, and collaborative content often outperform those with impressive streaming numbers but no authentic narrative.
The challenge is that many artists struggle to create compelling content when “nothing is happening” in their careers. The solution is simple but requires effort: make things happen.
How it works
Some examples of how artists can create momentum instead of waiting for opportunities:
- Build collaborative experiences: Rather than creating content alone, artists can collaborate with fellow musicians, creators, and industry professionals. This might involve co-writing sessions, joint performances, or simply hanging out with other artists while documenting the process. These collaborations naturally expand reach as all participants share the content with their audiences.
- Document purposeful experiences: Artists can create content by actively seeking new experiences. This could mean travelling to another city for a show, attending industry events, or exploring new creative spaces. The key is intentionality – going somewhere or doing something specifically to create content and build the artist’s narrative.
- Initiate industry connections: Instead of waiting to be discovered, artists can reach out to DJs, venue owners, and other artists in their scene. Getting gigs at local venues, played by DJs, or supported by fellow artists provides immediate external validation and content opportunities.
The common thread is that these strategies position artists as active participants in their scene rather than passive observers hoping for recognition.
Yes, but..
The advice to “make things happen” is significantly easier said than done, especially for emerging artists with limited budgets and connections in the industry.
Additionally, some of the most successful content is often the simplest – artists recording themselves singing or playing music in their bedroom. If authentic, personal content is working, artists shouldn’t abandon it for more elaborate productions.
Artists shouldn’t skip steps by attempting overly ambitious projects before mastering simpler content formats.
Strategies are always tailor-made. What works for one artist won’t necessarily work for another.
Take action now
Artists can start implementing this approach immediately by choosing one of these tactics:
- Reach out to three fellow artists in their scene this week to propose a collaborative content session.
- Plan a trip to attend a show in a nearby city and create content around the experience.
- Contact five local DJs or venue owners to introduce their music.
