For the biggest names, not promoting themselves online is a flex. They already have the machine working for them. Labels, PR teams, media coverage, millions of fans waiting for their next move. They can afford silence.
But if you’re an upcoming artist? That silence will bury you.
Not promoting yourself is a luxury you don’t have.
Posting Once Isn’t Promotion
Dropping your new song and posting once about it isn’t promoting. Teasing it one time isn’t promoting. Throwing up a single clip from a show isn’t promoting.
That’s not strategy, it’s a post-it note on a wall of billboards.
Promotion, at your stage, means showing up constantly. It means pushing your music and your story so hard that people can’t help but notice.
You’re Not Just Selling Music. You’re Building a World.
People don’t just want a link to your Spotify. They want to know why you even make music in the first place. What keeps you up at night? What inspires you? What do you believe in?
They want access. To the behind-the-scenes. To the studio. To the late nights where the song almost broke you. To the wins that felt impossible. To the ugly parts and the beautiful parts.
That’s what they’ll connect with. That’s what makes them root for you.
What It Takes
A real social media strategy for an upcoming artist isn’t complicated—it’s demanding. Here’s what it looks like:
- Consistency. Not once a month. Not once a week. All the time.
- Behind-the-scenes access. Show the grind, not just the gloss.
- Storytelling. Share the why behind your art.
- Engagement. Talk to fans. Answer DMs. Repost. Let them feel seen.
- Authenticity. Be yourself. Don’t copy the “hot” thing. People smell fake.
- Values & Culture. Show what your music stands for, not just what it sounds like.
This is what cuts through. This is what builds fans who don’t just stream you once, but ride with you for years.
The Hard Truth
If you’re not willing to go all-in on showing up online, you’re betting your career on luck. And luck isn’t a strategy.
The artists who win are the ones who understand: social media isn’t optional, it’s survival.
Until you’ve built an audience that promotes you for free, you are your own promoter. Every day. Every week. Every song.
Because in today’s world, music alone isn’t enough. The story, the struggle, the meaning. That’s what makes people believe in you.