3 Reasons No One Cares About Your Music.
Believe it or not, every artist wonders why no one cares about their music. Yes, even Grammy award-winning bands wrestle with feeling like there is a lack of engagement with their music. Of course, their scale is different, but I can promise you they ask themselves the same questions you do. The reason listeners don't care about your music is the same reason listeners [sometimes] don't care about Taylor Swifts music. And it might be different than you think.
1. You Haven't [Really] Found Your Audience.
It's hard to say who your music is for objectively. It could be because you have a disconnect between the kind of music you want to create and the music you actually make. Whatever the reason, it's hard to find your audience. We should also dismiss the misnomer that your music is for "everybody." I'm sorry, it's just not.
The artists I've seen over the years that get traction know their audience. Some have even created avatars in their mind. When they make a post, a music video, or a recording, they keep that avatar in mind. That avatar serves as their North Star. And finding your audience makes life a lot easier. Because then you can ask the question: How do I get more people like this avatar to engage with my music? Ensuring that I don't leave you hanging in any way, let me end this section with a challenge.
Challenge: Think about your best fans. The ones that love what you do, and are happy to spend money on your music or at least share about it. The vital question to ask yourself is, "How do I get more fans like this?"
2. You're Disconnected From Authenticity
People know when you're not genuine at all stages of your career. You've probably heard a song from your favorite band and said, "hmm, that feels…off". I know I have! Prominent artists do it all the time. It's hard to describe too. Pop-rock star Sheryl Crow made a Country record in 2013 that massively flopped. It just didn't feel natural and authentic to her. On the other hand, country Artist Morgan Wallen has been releasing songs recently that completely oppose why people fell in love with him in the first place. But it works because it still feels authentic and genuine.
When there's a disconnect between who you are and the music you're making, people know. It's even more obvious when you're just getting started—no complicated reason. People will see you around town, hang out with you, and know what's natural for you.
Challenge: What parts of your brand don't feel authentic to you? Is there some way you’re trying to be like another artist or band, and it's hurting you instead of inspiring you?
3. They Sense That You Don't Care.
I could probably change this title to "They sense your insecurity." It's easy to pick on social media for an example. We've all seen those half-hearted shares from musician friends. They just share the link to their new song and don't even say anything about it. Or if they do, you can tell they're not excited about it. Energy is transferable. People can tell when you're not pumped about your music, or unsure if what you made is worth listening too.
You have to believe that your music needs to be heard. And I get it. It's hard to feel that way when there is nothing new under the sun and you're the hardest critique. But I promise you, someone needs to hear your music! Your viewpoint, your perspective in this moment in history, is unique and special. So do us and yourself and favor and confidently share what you've created. Even when it feels like no one is listening.
Challenge: How are you not 100% believing that your music needs to be heard? Is that true? How could you reframe your negative thoughts about your music?
I hope that seeing these 3 reasons your listeners aren't caring about your music will be helpful and challenging. When you think through how you can find your audience, be authentic, and build confidence that you have something to say, it really matters. And more importantly, you’ll see people beginning to care about what you’re creating.