Music discovery today feels like magic. But it’s not. It’s math. And the artists? They’re stuck playing a game where they don’t know the rules.
I’m Colin Rowe from Franklin, Tennessee. I work in music, marketing, and media. And I’ve watched too many rising artists wait around for “the algorithm” to love them back.
Let me say something bold:
You don’t need to be picked by Spotify.
It helps. It’s great for exposure. But it’s not the only path. In fact, it’s not the best path.
The best path is direct.
The Algorithm Isn’t Personal
Streaming platforms are amazing. Don’t get me wrong. They let fans listen anywhere, anytime. But artists? You’re renting attention. You don’t own it.
You don’t know who your listeners are. You don’t have their contact info. You can’t reach out when you drop a new song. You can’t invite them to a show. You can’t say thank you.
And the worst part? The algorithm changes. What worked last month won’t work today.
Here in Franklin, I’ve met musicians who spend hours trying to game the system. Perfect thumbnail. Perfect title. Begging for saves. Begging for playlist adds.
But what if we flipped the script?
Build a Real Fanbase — Not a Streaming Spike
Real fans don’t forget about you. They don’t skip after 15 seconds.
They show up. They buy merch. They bring friends. They stick around.
That’s the fanbase you want. And you don’t need an algorithm to get it. You need connection.
Email Still Wins
I know it sounds old-school. But email is powerful.
It’s direct. It’s personal. It’s not limited by TikTok trends or playlist placements.
If someone gives you their email, they’re in. They want to hear from you.
Use it wisely. Don’t spam. Don’t sell. Share your story. Let them in. Behind-the-scenes photos. Rough demos. Tour updates.
People love being part of the process.
Discord Is the New Fan Club
A lot of artists I work with are starting Discord servers. They’re like 24/7 green rooms for superfans.
It’s not about promoting music. It’s about building community. Let fans talk to each other. Let them talk to you.
Host listening parties. Do Q&As. Share your struggles and wins.
It doesn’t have to be polished. It has to be real.
In Franklin, we’ve always valued face-to-face connection. Discord lets you recreate that, digitally.
Physical Fan Clubs Are Making a Comeback
Everything digital feels disposable. That’s why physical fan clubs hit differently.
Think postcards. Stickers. Handwritten notes. Membership kits.
It’s fun. It’s collectible. It’s rare.
And it makes people feel special. You remembered them. You mailed them something real.
I know artists who sell out vinyl runs just by mailing a postcard to 200 fans.
No algorithm required.
Personalized Outreach Still Works
This one takes time. But it’s worth it.
Send a thank you message to a fan who comments on your post. Reply to a DM with more than a fire emoji. Say someone’s name on a livestream.
People notice.
These little moments build loyalty. Loyalty builds a career.
Exclusive Content Creates Belonging
Fans want to be insiders. Not just consumers.
That’s where exclusives come in. Early access to songs. Live studio streams. Unreleased footage.
Don’t give it all away on public platforms. Create zones for your core supporters. Maybe it’s a Patreon. Maybe it’s a private Dropbox link.
Let fans feel like they’re part of something.
Franklin Roots, Big Reach
Franklin isn’t Los Angeles. It’s not New York.
But that’s a strength. Here, we don’t chase trends. We build relationships. We grow communities.
That’s what music needs more of right now. Less chasing, more connecting.
Some of the most successful acts I know came from small towns. They knew their audience. They treated every fan like a friend.
They didn’t wait to go viral. They showed up and connected.
What You Can Do Today
If you’re an artist just starting out, start here:
- Collect emails at shows.
- Set up a simple welcome email.
- Open a Discord and invite your top 10 fans.
- Mail something physical to one supporter.
- Send a personal thank-you message today.
You don’t need a team or a budget. You need to care.
Final Word from Franklin
I’m not anti-streaming. I use Spotify every day.
But if you’re building a music career, don’t put your future in the hands of an algorithm.
Build direct relationships. Earn true fans. Create community.
That’s how you last.
– Colin Rowe, Franklin, Tennessee
Social Media and Marketing Specialist
Fan of good songs and better conversations
