(and why “just do what big brands do” is terrible advice)
I’ve watched artists try to force themselves into marketing systems that were never built for them.
Artists don’t need more marketing advice.
They need different marketing advice.
Here’s why.
1. Artists Are Not Products (and Don’t Want to Be Treated Like One)
You’re not selling soap.
You’re asking people to connect with an idea, an experience, or a point of view. Slapping corporate tactics on that often feels… icky. And audiences can tell.
2. Time, Money, and Energy Are Finite (Very Finite)
Most artists are juggling creation, gigs, teaching, admin, and actual life.
Any marketing system that assumes unlimited capacity is already broken.
3. One-Size-Fits-All Advice Ignores Reality
“Post daily.”
“Build a funnel.”
“Just go viral.”
Cool. When? With what team? And which emotional reserves?
4. Artists Need Clarity More Than Complexity
The problem usually isn’t lack of effort — it’s lack of focus.
Most artists don’t need 12 platforms. They need one or two that make sense, used consistently.
5. The Work Often Speaks Better Than the Hype
Artists are good at depth, not noise.
Marketing should amplify the work — not force it into shouty, salesy shapes that don’t fit.
6. Sustainability Matters More Than Scale
Not every artist wants (or needs) massive growth.
Tailored marketing respects different definitions of success: stability, community, creative freedom, or simply selling enough tickets to keep going.
7. Artists Change — and the Marketing Has to Change Too
A new body of work, a new collaborator, a new life stage — suddenly the old messaging doesn’t fit. Flexible systems matter more than perfect ones.
8. Audiences Want Connection, Not Perfection
People respond to honesty, process, and perspective.
Not polish for polish’s sake.
9. Algorithms Don’t Understand Art (Shocking, I Know)
Chasing trends often flattens nuance.
Tailored marketing focuses on relationships first — algorithms second.
10. Because Burnout Is Not a Marketing Strategy
If the marketing system only works when you’re exhausted and anxious, it’s not a good system. Full stop.
Final Thought
Artists don’t fail at marketing because they’re bad at it.
They struggle because most marketing advice wasn’t written for them.
Good artist marketing is human-sized, values-aligned, and actually doable.