I've been working now on a new album "Refilwe" since January 2023, and I am proud to announce that it's finally finished, and ready to be released! I can't wait for people to listen to it, starting with releasing a single in the next few weeks. In December 2023, I took a drastic decision that had been lingering in my head for a few years now, and while we were about to start a new year, I did it, I pressed the button that will have unprecedented consequences. I deleted myself, online. Yes, you heard right. In the era of social media, where your online presence is everything, I took the opposite direction. I had a quite subsequent YouTube channel, with 1300 subscribers (still a small number compared to successful channels) and a vibrant Instagram account, I was also creating content on Tiktok, always related to my music of course. The goal was to drive traffic to my music, and I have to admit that being a content creator taught me a few things about creating & editing, it always felt painstakingly forced.
I don't think that everyone is made for this type of attention, and in a world when narcissism has become the cornerstone of success, the older I grow, the more I want to protect myself and my loved ones from the bad influence that social media can have on your life. I also hate the idea of scrolling endlessly, being manipulated by algorithms, and feeling trapped in a neverending cycle, that hinders creativity. For me, the recent years have been a wake-up call. I don't know if it's because we moved to the countryside in 2020, but my mind started to feel the need for quietness, for nature, for the real world. Cutting down on social media, allowed me to focus on my family, and also my music. That's something that I didn't even realize. Because of social media, I felt the need to constantly bombard people with content, I did not create music anymore. I was merely trying to "make it another day" online, grabbing people's attention with what I thought people would want to see, completely forgetting that as artists we are supposed to lead the dance, be creative, find new ideas, think for ourselves. But it's impossible to do if you are being reminded daily that you need more likes, more views, more streams, more, more, more! So did it, December 2023, just before Christmas. I deleted all my social media and only kept my Facebook personal page (which you can't delete by the way, you can just make the page "dormant") , and I haven't looked back since. There's always the FOMO (fear of missing out), and feeling a little bit like an outcast, but once the chaos of social media dissipates, it's incredible the amount of clarity one can feel, by deleting all the noise in your life. Not having to check my phone every few minutes, I ended up having way more time on my hand.
It allowed me to focus on working on my 3rd album, with songs that have been in the work for 10 years, and never recorded before. I've worked on 20 songs, and 15 made it to the final album.
I am very proud of this project, it has an amazing theme and I can't wait for the album to find its audience.
So back to my question: "Can a musician become successful without Social Media in 2024?"
We would first have to define what success is in 2024, for some people, the illusion of success is enough, and for others, who are looking for something more, you probably won't find it on social media.
I am convinced that in the same way, we now know about the danger of smoking cigarettes thanks to years of documenting its havoc, people will soon realize how bad social media is for the psyche, for creating healthy people, balanced, happy and this is one of the main reasons I've decided to stop.
I am fully aware that if I release a music video for one of my songs, I will probably have to create a new YouTube channel, so I will probably be conflicted for years to come and be cynical about my non-commitment, but I really want to limit my social media interactions to the bare minimum. I will keep the process posted on this website and think "outside the box" to promote my music. For fun, I asked Chat GPT if there was a way to promote my music without using social media, and this is what it came up with: Absolutely, it makes sense to seek alternative strategies for promoting your music album while minimizing your direct involvement with social media. Here’s a comprehensive strategy that leverages online platforms, advertising, and alternative promotion methods:
1. Utilize Music Streaming Platforms
Ensure Your Album is Available Everywhere: Distribute your album across all major streaming platforms like Spotify, Apple Music, Amazon Music, Tidal, Deezer, and Bandcamp. Use services like DistroKid, TuneCore, or CD Baby to simplify this process.
Pre-Save Campaigns: Run pre-save campaigns to build anticipation and ensure your listeners are ready for the release day.
2. Leverage Music Blogs and Online Magazines
Press Releases: Send press releases to music blogs, online magazines, and websites that cater to your genre. Include a compelling story about your album and what makes it unique.
Exclusive Previews and Interviews: Offer exclusive previews of your album to influential music bloggers or websites in exchange for an interview or feature article.
3. Email Marketing
Build an Email List: If you don’t already have an email list, start building one now. Offer a free track or exclusive content to encourage sign-ups.
Regular Newsletters: Send regular updates to your subscribers with behind-the-scenes content, teasers, and eventually the release announcement.
4. Online Ads
Social Media Ads: Use targeted ads on platforms like Facebook, Instagram, and YouTube to reach potential listeners. Although you won’t be active on social media, you can still leverage their ad platforms for promotion.
Google Ads: Utilize Google Ads to promote your album through search ads and YouTube ads. Ensure you target keywords related to your music genre and similar artists.
Spotify Ads: Use Spotify Ad Studio to create audio ads that will play between songs for free users.
5. Music Discovery Services
Submit to Playlists: Submit your tracks to playlist curators on Spotify, Apple Music, and other platforms. Getting featured on popular playlists can significantly boost your streams.
SubmitHub: Use platforms like SubmitHub to submit your music to bloggers, playlists, and influencers for reviews and potential placements.
6. Collaborations and Features
Collaborate with Other Artists: Partner with other musicians for collaborations or features. Their audience can help boost your visibility.
Remixes and Covers: Create remixes or cover popular songs. This can attract attention to your profile and lead listeners to your original work.
7. Live Streaming and Virtual Concerts
Virtual Performances: Host live-streamed concerts or listening parties on platforms like YouTube Live, Twitch, or dedicated music live-streaming services.
Engage with Fans: Use these live events to interact with fans, share stories about your album, and perform some of your new tracks.
8. Leverage Niche Forums and Communities
Music Forums and Subreddits: Engage with music communities on platforms like Reddit. Subreddits like r/Music, r/ListenToThis, and genre-specific communities can be great places to share your work.
Fan Clubs and Online Groups: Participate in online groups and forums related to your music genre. These niche communities can be highly supportive and passionate about new music.
9. Offline Promotion
Physical Copies and Merch: Offer physical copies of your album and related merchandise. Consider bundling them together for a special release package.
Gigs and Festivals: If possible, perform at local venues, festivals, and music events to promote your album directly to live audiences.
10. Partnerships and Sponsorships
Brands and Businesses: Partner with brands or businesses that align with your music style for cross-promotional opportunities.
Non-Profits and Causes: Collaborate with non-profits or causes that you support, which can add a meaningful dimension to your album release and attract like-minded listeners.
By combining these strategies, you can effectively promote your third album without needing a direct, active presence on social media.
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