One of the hardest parts of going it alone is juggling everything that has to be done to successfully go it alone – after all, why do you think managers, PR agents, and labels became such an integral part of the music industry?
I started a mailing list today, upon the realization that communicating on, say, Facebook doesn’t result in all that much connection. In fact, let’s face it – trying to promote yourself solely with social media can result in fatigue. People get sick of hearing about the same old thing over and over. Sure, you might convince someone via saturation to finally click that Bandcamp link, but I would imagine 80% of the time they scroll on by looking for the next political argument, cat video (my favorite!) or clickbait article.
Also, how do you encourage word of mouth if no one actually engages what you’re trying to share with them?
There are tons of articles on the subject, and lots of anecdotal information within each one. Perhaps the first step is simply taking a step at all, trying what’s available, see what actually works for what we are trying to engage people with.
Maybe the mailing list will work. I guess we’ll find out soon enough.