The music industry has no shortage of advice telling artists to go viral, chase trends, and grow their follower count. But some of the most effective marketing moves are quieter than that—and far more durable. I asked marketing executives and digital strategists working across the industry right now what they think artists are missing. Their answers point to a common thread: the future of music marketing is personal.

Show the Human Side

Artists pour enormous energy into crafting an image, and somewhere in that process, the actual person disappears. Riley Cooper, Marketing Director at Punchbowl Entertainment, thinks that's a costly mistake. "Artists forget that fans want to see the human side of them—whatever that looks like for their brand," she says. "It's easy to get lost in the noise, and the artists winning at marketing are the ones who make their fans feel like they know them."

Few artists have executed this as effectively as Chappell Roan, whose theatrical persona is matched by an unusual willingness to be publicly candid about burnout, boundaries, and the realities of sudden fame. That combination of character and honesty created a parasocial intimacy with fans that no amount of polished content could manufacture. Sabrina Carpenter operates similarly, the humor and self-awareness she brings to her social media presence makes her feel genuinely knowable, which has translated into one of the most devoted fanbases in pop.

BUDAPEST, HUNGARY - AUGUST 11: Chappell Roan performs onstage during Sziget Festival on August 11, 2025 in Budapest, Hungary. (Photo by Joseph Okpako/WireImage)

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Own the Relationship, Not Just the Platform

Social media reach is borrowed. Algorithms shift. Platforms come and go. Eric Evander, Founder and CEO of The Pinnacle Entertainment, argues that artists are leaving enormous long-term value on the table by not building direct lines to their audiences. "One underrated marketing move I think every artist should be making is building direct communication channels with their fans through SMS, email lists, and private chat communities," he says. "Too many artists rely entirely on algorithms and rented platforms, when the real power is owning the relationship with your audience directly. If Instagram changes tomorrow, your fans should still be reachable instantly."

Evander sees this as a structural shift in how fan relationships need to be managed. "We're moving into an era where fan intimacy matters more than follower count," he explains. "The artists who will have the strongest longevity are the ones creating spaces where fans feel personally connected—whether that's through text updates, private Discords, community chats, exclusive drops, or early access experiences. A viral moment can introduce people to you, but direct communication is what turns casual listeners into a real community."

Taylor Swift's use of direct fan communication—from handwritten notes to surprise album drops to fan-specific Easter egg campaigns—has set the standard here, but the principle scales down. Noah Kahan has built a similarly devoted following through consistent, unfiltered email and social communication that treats fans like insiders rather than an audience.

Invest in the Day-Ones

It's tempting to optimize entirely for reach—new listeners, new markets, new numbers. But Imani Lewis, a digital marketer working across music and brand campaigns, thinks artists undervalue the people who were already there. "Prioritizing their day-one fan base," she says, is one of the most overlooked moves in the industry. "There are so many amazing tools to reward people just for being along the ride with you. Nurturing those relationships are just as important as trying to reach the masses in a world with so many niche corners. Those are the people who will always show up and eventually, the algorithm will follow."

Gracie Abrams is a useful case study. Before her profile exploded through her co-writing credits and opening slot on Taylor Swift's Eras Tour, she had cultivated years of genuine closeness with a smaller, intensely loyal fanbase. That foundation meant that when the mainstream moment arrived, there was already a real community ready to activate and amplify it.

Build Rituals, Not Just Content

Consistency gets discussed mostly in terms of posting frequency. Jess Keifer, Head of Digital Marketing and Social Strategy at Make Wake Artists, thinks that misses the deeper opportunity. "One of the most underrated marketing moves every artist should be doing right now is creating rituals with their fans," she says. "It's not always about chasing the next viral moment. The artists building lasting careers are creating habits around their audience instead—giving fans something they can come back to over and over again."

The mechanics of this can be simple: a recurring video series, a signature phrase, a consistent format fans begin to anticipate. "Whether it's a recurring series, an inside joke, or just a consistent way of showing up, those little rituals create familiarity and connection," Keifer explains. "Fans start to feel like they're part of something instead of just watching from their feed."

Keifer connects this directly to identity-building. "Algorithms reward consistency, but people do too. That's how you build identity. That's how you build culture. And eventually, you stop feeling like just another artist posting content—you become a brand people genuinely want to be part of."

Billie Eilish’s "Wednesday" posting ritual during her early career rise is a textbook example. Fans knew when to show up, which turned casual interest into a habitual relationship. More recently, artists like Benson Boone and Teddy Swims have used recurring behind-the-scenes and fan interaction formats to create exactly this kind of appointment-driven connection.

These strategies look different on the surface—humanizing content, SMS lists, fan loyalty programs, community rituals—but they're pointing at the same insight. The artists building careers with real staying power are the ones treating their audience as a community to be invested in, not an algorithm to be gamed. Virality gets you in the door. Intimacy is what keeps fans around.