Nobody's saying you have to stop using social media. If you love making videos and being on social platforms - keep doing it!
But here's what you need to understand: You don't own your social media audience. The platform does.
When you post on Facebook, maybe 5-6% of your followers see it. Instagram is slightly better at 10-15%. You're at the mercy of the algorithm.
But when you email 500 people? 150-250 of them will open it. No algorithm. No hoping. Just direct communication with people who want to hear from you.
Use social media for what it's great at: getting attention. Then capture email addresses so you can own that connection.
I've worked with clients who've had videos with millions of views. But you know what? Those views live for a few days and then they're gone. The email addresses we collected from those viral moments? Those are assets that work for years.
I read every email from artists I've signed up for. I rarely read their social media posts, but I always check their emails.
And I'm not alone.
I've been on the other side of the sending machine for years, working with private clients. Let me give you some real numbers:
One client had email addresses from 10% of every teacher in Norway - about 13,000 people. We'd send emails at 9 AM on a weekday morning. You'd think teachers are too busy to read emails during work hours, right?
Within one hour, 10% had opened. By the end of the day, we'd hit 40-50% open rates.
Why? Because we'd built a relationship. They knew when we sent something, it was useful - something that would make their teaching easier.
Another client sells all-terrain mobility vehicles. Sometimes the emails are promotional. Sometimes just "hey, we made this cool video" or "here's an interview with one of our customers."
Even with commercial emails sent once or twice a month, we see 30% open rates. That's 3,000 people opening when we email 10,000.
Compare that to their social media: 250,000 followers across all platforms. The emails always work better.
Here's a personal story: About 10 years ago, I downloaded free music from a composer named Magnus (Philter). I gave him my email address in exchange.
Eight years later - eight years - he sent me an email about his new album. I didn't delete it. I didn't think "who is this guy?" I clicked immediately and listened.
A few months later, he emailed about a limited edition CD. Pre-orders. He sold out before printing.
That's an 8-year-old email list that still worked.
People read emails. Especially from artists they care about.
If someone signed up at your merch table because they loved your show, they WANT to hear from you. That's not spam.
Spam is when you email people who didn't ask for it. This is the opposite - they're literally asking you to stay in touch.
You're not a corporation selling products. You're a musician sharing your work with people who care.
Think about it this way: Someone comes to your show. They're moved. They tell you it mattered. Then they disappear into the algorithm and you have no way to reach them again.
That's heartbreaking.
Emailing them about your next show? That's not spam. That's keeping a promise.
No, and here's why:
1. GDPR prevents it in Europe. Venues and ticket companies legally cannot share customer email addresses with you. It's a privacy violation.
2. Those people didn't give YOU permission. Even if the venue could share emails (which they can't), those people signed up to buy tickets - not to hear from you directly. You need explicit consent.
3. You only get one email per transaction. If someone buys 5 tickets for their friends, you get one email address. The other 4 people who attended your show? You have no way to reach them.
4. You have zero control. If the ticket company goes out of business or changes systems, you lose everything.
The only audience you truly own is the one you build yourself.
Most music marketing advice treats you like a content creator. Post 3 times a day on TikTok. Do Instagram Reels. Chase the algorithm.
I treat you like an artist building something real.
I love social media for attention-building. I've created videos with millions of views for my private clients. But those views live for a few days and then they're gone.
The important thing: when you've captured people's interest, you also need to capture their contact information.
My philosophy is simple:
Use social platforms for discovery. Use email for the relationship.
And here's the thing: you don't have to run on the social media hamster wheel if you hate it. If creating content drains you, stop. Focus on what actually works: real connection with real people.
Your job is to create something meaningful, then capture email addresses so you own that audience. Otherwise, you're at the mercy of the platform - and they can shut down your account in a heartbeat.
I've seen heartbreaking stories of people losing millions of followers overnight because the algorithm didn't like something they posted. They don't even know what they did wrong.
That can't happen with your email list. You own it. Forever.
This approach isn't for everyone. It's not for you if:
This is for musicians who want to build a real fanbase - people who come back to your shows again and again.
I'll email you once a week with stories, strategies, and tools.
Most of my emails are actually stories - like the one about Magnus the composer who built his career on a simple email-for-music exchange. Stories are what people understand and remember.
I'll share:
Sometimes I'll include affiliate links for tools I recommend. This means I get a small commission if you buy through my links - but I only share tools I genuinely use.
I'm also building a course and coaching program about how to get people coming back to your shows and how to build your fanbase.
And yes, I'll occasionally mention my own mixing and mastering services. I not only teach you how to build your audience - I can also help you make your music sound professional.
This is a long-term asset, not a quick fix. Here's what realistic growth looks like:
First month: 15 emails collected
Six months: 100 people on your list, 15-20 show up to shows
One year: 200-300 emails, 30-40 people at shows, you start recognizing faces
Year two: 500+ people, 50-80 at shows, venues start reaching out to YOU
This won't make you famous overnight. It won't replace the need to make good music or be a compelling performer.
But it will stop you from starting from scratch every single time you have a show.
Yes, but it's harder.
The easiest way to collect emails is at live shows - someone just experienced your music, they're moved, and you ask them to stay in touch.
If you're studio-only or between shows, you can still build a list, but you'll need to offer something valuable in exchange for an email address:
There are more advanced strategies too (like using tools to capture emails from viral social media content), but start simple.
The core principle remains: If you have an audience somewhere - social media, live shows, anywhere - collect their contact information so you own that audience.
You're not writing marketing copy. You're talking to people who care about your music.
Share:
Be personal without oversharing. Here's an important boundary: Don't share anything you haven't overcome yet.
And honestly? You don't have to be perfect for this to work.
I started building my email list 13 years ago. I didn't really know what to write. I neglected my list for several years. And you know what? I still have around 100 people from 13 years ago who open and respond to my emails.
You can mess this up and it will still work. That's how powerful direct connection is.
You can literally start for $0.
At your next show, put out a signup sheet. Name and email. That's it. Type them into Gmail when you get home.
When you're ready for a proper email tool, I recommend:
For landing pages, I use pagebuilder.gg - it builds pages automatically with AI, so you don't have to be technical.
But honestly? Start with pen and paper. Graduate to tools when you're ready.
Create a simple signup sheet for your next show.
That's it. Just:
Put it at your merch table. Mention it from stage once or twice: "If you'd like to know when I'm performing next, there's a signup sheet by the door."
After the show, type those emails into whatever system you're using (even Gmail works at first).
Send a simple welcome: "Thanks for signing up. I'll email about once a month with show dates."
Done.
Every show without collecting emails is a missed opportunity. Start at your next one.
Because I've lived both sides of this story.
I'm a musician. I was too shy to put up a sign saying "I can mix your music." It took me years to understand I had value to give.
When I started working with musicians as a sound engineer, I saw so many heartbreaking situations:
Absolutely gorgeous, talented musicians who've mastered their instruments. The music is beautiful. Heart-warming.
And ten people show up. Seven are family or friends. One stranger who feels awkward sitting there. The sound engineer. The bartender.
Why is it this way?
Some musicians say "people should just show up." People around the musician say "why don't they support local music?"
But here's the truth: Your audience is lazy.
They're sitting on the couch after a hard day's work, scrolling between YouTube and Instagram. Yes, they'd love to be at your show. But it's so much easier to just stay on that sofa.
You really, really have to convince them to get up.
That's why you need email. That's why you need direct communication.
Even though they know they're one of 500 or 1,000 people on your list, it feels personal when you reach out directly. Way more personal than a post on Instagram that they might not even see.
I don't want you to be that talented musician playing to an empty room.
You're good enough. Your music is good enough. You just need a system that actually works.
Yes. I take privacy seriously.
All email tools I recommend (Aweber, TinyEmail) are GDPR-compliant and handle data security automatically.
I will only use your email to send you the content I promised: weekly emails with stories, strategies, and tools for building your music career.
I will never sell your email address. I will never spam you.
You can unsubscribe anytime by clicking the link at the bottom of any email.
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