What making music taught me about digital marketing when I was 17

I was in choir growing up, I sang at the opera, but I constantly begged the conductor to let us sing R&B. Eventually, I realized if I wanted to sing the music I loved, I had to make it myself.

Here's what I learned in 2016–the first year I released music:

Your Work Alone Isn’t Enough – You Have to Share It

I used to think talent was enough. Like, I’d drop a song, sit back, and wait for fame to find me. Spoiler: it doesn’t. If no one knows your music exists, it’s like throwing a party and forgetting to invite anyone. I had to actually get out there on Instagram, Reels, and TikTok, pretending I knew what I was doing.

Branding Matters—Even for Artists

At first, my online presence was all over the place. I’d drop a song, then vanish like a magician, only to reappear with a totally different vibe. Turns out, if you don’t have a consistent brand, people have no idea what you’re about. I learned that if I didn't define who I was, no one else would, and suddenly, my "brand confusion" felt like a real job hazard.

Know Your Target Audience

At first, I thought my music was for everyone. The more I embraced making music for my myself and my niche—the confused, emotional souls—the more people actually connected with it. They even started to tell me they resonated with it too. Now, I know my audience. They’re the ones Googling “What is life?” at 3 a.m. The sensitive people who overthink and seek an outlet while navigating the confusing journey that is young adulthood.

Authenticity Builds Connection

My early branding was so inconsistent that people didn't even know if I was a singer or someone who paints or just someone who chronically posts online. But once I figured out who I was, everything clicked. I started making music that felt real to me, showing my emotions, culture, and real experiences—like singing in my bed surrounding by my Squishmallows (stuffed animals). In marketing, the most memorable brands don’t pretend to be perfect—they just show up as themselves, weirdness and all.

Consistency is Key

The key is showing up consistently. Consistency is what builds relationships, whether it’s through music drops, social media posts, or just being present. Marketing is no different—if you're ghosting your audience, they’ll probably ghost you right back. I was forced to discover the wild world of digital marketing. I had to learn about algorithms, hashtags, and engagement rates like I was cramming for an exam. I was figuring out what my audience liked and crafting content that actually resonated.

Music forced me to learn marketing in ways I never expected. I had to figure out how to present myself, communicate my message, and connect with an audience—all things that go way beyond music. Whether you’re a musician, entrepreneur, or someone who just wants to share their dog videos—remember: Talent matters, but how you share it is what actually gets the ball rolling. Branding, audience connection, authenticity, consistency, and a little digital know-how will get you further than just sitting back and hoping your music or product somehow blows up.