The Curator’s Cut: Why Your Best Music Marketing Strategy Might Be To Post Less
A Guide For Independent Artists On Abandoning The Algorithm And Creating Lasting Impact
In the world of music curation, every day involves navigating an ocean of new releases and artist profiles. The pressure on independent artists to maintain a constant online presence is immense, driven by the conventional wisdom that to beat the algorithm, one must feed it relentlessly. This approach, however, often leads to a deluge of forgettable content and, critically, artist burnout. From a curator’s perspective, the artists who truly cut through the noise are not always the loudest or the most frequent posters. They are the most intentional.
This has given rise to an alternative approach: the anti-content strategy. It is a philosophy centred on doing less online, but making every action count. It proposes a shift away from chasing visibility towards creating genuine, resonant moments that capture the attention of audiences and industry gatekeepers alike.
Trading Frequency For Impact
The core principle of the anti-content strategy is the exchange of high frequency for high impact. It posits that fans, and by extension curators, do not remember the sheer volume of an artist’s posts; they remember the content that made them feel something. An artist can disappear for a period only to return with a significant announcement or a piece of compelling art, creating a wave of excitement that a steady stream of daily updates could never achieve. This calculated rhythm suggests confidence and a focus on the craft. Fans do not require constant reminders of your existence; they need compelling reasons to invest their attention and care.
“In a landscape saturated with daily updates, the artist who chooses silence and then speaks with purpose is the one whose voice is truly heard. We look for the narrative, the intentional moment that reveals the
Published in by Will Lisil
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