In today’s music world, it can feel like there’s a new platform every morning, each one promising discovery, growth, and connection. From TikTok and Instagram to Discord servers and Substack newsletters, the buffet is endless. The question many artists face: do you need to be everywhere at once? The truth is, spreading yourself thin can often lead to burnout before you ever hit your stride. There’s beauty in choosing carefully, in curating your online presence like you’d curate your setlist—thoughtfully, with intention, and with joy.
Think of your favorite indie record store. It doesn’t carry every album in existence; instead, it carries the ones that mean something to its community. Your social platforms can work the same way. Maybe Instagram feels like home, or maybe Bandcamp is where your audience connects with you most deeply. By nurturing one or two spaces, you create a cozy living room instead of a crowded mall. You give fans a place to really know you, and you give yourself room to breathe.
The best musicians on social media often remind us that music is about connection, not algorithms. Fans remember the stories, the quirky behind-the-scenes posts, the whimsical day-in-the-life clips that feel authentic. Social media marketing, at its core, is less about volume and more about heart. A single tweet filled with your personality can resonate more than a week’s worth of scattered posts across every platform. (I know, I know, I post a LOT more, but I have my reasons…)
There’s also the matter of energy. For independent artists, mental health is as vital as the music itself. Managing too many platforms can feel like running a marathon with no finish line. By scaling back, you allow creativity to flow without exhaustion. A healthy balance creates space for songwriting, performing, and those quiet moments where inspiration often arrives unannounced.
Fans can tell when you’re having fun, and fun is contagious. Sharing your world on the platforms that feel good creates a ripple of authenticity that no marketing strategy can manufacture. Whether it’s a goofy TikTok dance you enjoy or a thoughtful Substack essay that speaks to your artistry, your genuine enthusiasm is the magnet that draws people closer.
So, do you really need to be on every platform? Maybe not. Instead, think of your online presence as your favorite jam session—pick the instruments you love, play them well, and let the rest fall away. Doing less with more joy means showing up as your best self, and that’s what people will remember.
In the end, music thrives on connection, not checklists. Choosing fewer platforms doesn’t mean choosing less success—it means choosing more balance, more creativity, and more you. And that is the sweetest sound of all.