”If you’re not appearing, you’re disappearing.” —Art Blakey
As a concert promoter, I’ve worked with some of the most talented musicians in the world. You’d think these musical geniuses would also be promotional wizards, right? Wrong. Sometimes, it feels like pulling teeth just to get them to update their profiles online! Recently, I had a conversation with a friend who runs one of the biggest jazz platforms out there, and he expressed the same frustration. We’re practically begging musicians to update their online presence—and it’s not because we’re bored. It’s because that’s how people find you these days!
The Missing Links: Basic Branding Tools (Seriously, You Need These)
It baffles me how many musicians don’t even have the basic branding tools in place. A website? Nope. Professional photos? Yeah, that grainy photo you took at 3 a.m. with a buddy doesn’t count. Active social media? Only if you consider a post from 2017 “active.”
Listen, if you’re a professional musician getting paid to perform, you need these tools. This isn’t the 90s when you could hand someone a CD and hope they remember your name. If I can’t find you online, I’m not going to dig through the Yellow Pages like it’s 1987. Fans and bookers alike want to see who you are, what you’ve done, and when they can see you next. And trust me, your Aunt Carol isn’t the only one trying to figure out where you’re playing next.
Update Your Website: Unless You Want People Thinking You’ve Moved to a Desert Island
Okay, so you have a website—great start! But then I go to check your “upcoming shows” and see the last one was in 2018. Did you retire? Get abducted by aliens? Should I send a search party?
Having a website is one thing, but keeping it updated is what makes it a real tool. Your website is your virtual merch table, ticket booth, and billboard rolled into one. Letting it collect dust is like leaving your guitar out in the rain. Keep it fresh, updated, and relevant. People want to know what’s happening now, not a rehash of your high school garage band glory days.
The Most Mind-Boggling Oversight: No Mailing List?!
I’ve said it before, and I’ll say it again: if you don’t have a mailing list, you’re missing out on one of the most powerful tools in your promotional toolbox. Sure, social media is nice, but algorithms can bury your posts faster than you can say “soundcheck.” Your mailing list, on the other hand, is your direct line to fans who’ve raised their hands and said, “Yes, I care about what you’re doing.”
If you’re performing 3-5 nights a week, there’s no excuse for not collecting emails at every gig. Just picture this: collect 20-30 emails per show, multiply that by the number of shows you do in a year, and you’ve got thousands of fans you can reach directly. And that’s not counting the years you’ve been gigging. With a list like that, you could pack venues, sell out shows, and keep your fans engaged with every new release. It’s like building your own personal fan army—one that’s always ready to hit “buy” when you drop your next album.
Professional Videos: Because Blurry Phone Footage Won’t Cut It
One tool musicians really underestimate is professional video. If you’re not investing in high-quality videos of your performances, you’re missing a huge opportunity to showcase your talent. Those blurry iPhone videos your cousin shot from the back of the club? Yeah, they’re not going to impress anyone.
A professionally shot video highlights what you do best. It shows bookers, fans, and collaborators that you’re the real deal. Plus, with livestreaming becoming a huge part of live music, having top-notch video footage is a game-changer. Whether you’re performing live or recording in the studio, make sure the world can see you in your best light. Literally.
Write a Bio That Tells Your Story: Be Memorable
Now, let’s talk about your bio. This is your chance to tell your story in an engaging, professional way. It’s more than a list of achievements—it’s a narrative that helps people connect with who you are as an artist.
Here’s how a great bio can change the game:
From the bustling streets of New York City to the smoky jazz clubs of Paris, Johnny Guitars has been electrifying audiences with his fiery riffs and soulful playing for over a decade. Born and raised in the Bronx, Johnny’s love affair with music began at age 12 when he picked up his first guitar—a battered old Strat his uncle found at a garage sale. What started as late-night jam sessions in his bedroom soon transformed into a full-blown obsession, leading him to master not only rock and blues but also jazz, funk, and Latin rhythms.
In his early 20s, Johnny took a leap of faith, moving to downtown Manhattan where he quickly became a staple in the city’s live music scene. He honed his craft alongside some of the biggest names in the business, sharing the stage with legends like George Benson, Carlos Santana, and Eumir Deodato. Known for his jaw-dropping solos and magnetic stage presence, Johnny’s performances have been described as “hypnotic,” “blistering,” and “full of heart.”
Johnny’s debut album, Strings of Fire, released in 2015, was met with critical acclaim, earning him comparisons to guitar icons like Jimi Hendrix and Jeff Beck. His follow-up album, Midnight Blues, solidified his place as one of the most exciting guitarists of his generation, with tracks like “Bronx Serenade” and “New York Nights” showcasing his versatility and ability to seamlessly blend genres.
When Johnny’s not on tour or lighting up recording studios, he’s mentoring young guitarists, passing on his knowledge and passion to the next generation of musicians. In 2023, he launched a successful YouTube channel where he shares guitar tutorials, tips for aspiring musicians, and behind-the-scenes footage from his gigs and recording sessions.
Whether he’s playing to a packed house at the Blue Note or an intimate crowd at a neighborhood bar, Johnny Guitars brings the same intensity, soul, and love for music to every note he plays. His journey is far from over, and with each new show, Johnny proves that the guitar truly is an extension of his soul—raw, unfiltered, and unforgettable.
That’s the kind of bio that grabs attention. It tells your story, adds a personal touch, and highlights key achievements—without sounding like a boring résumé. A great bio will leave an impression and make you memorable to fans, promoters, and collaborators alike.
Treat It Like a Business, Not a Hobby
Being talented is only half the battle. The musicians who truly grow their careers are the ones who take charge of their own promotion. They have the essentials covered—professional photos, an up-to-date website, a solid mailing list—and they know how to use video and a well-crafted bio to tell their story in a way that connects with people.
If this feels like too much, consider hiring help. A website designer, social media manager, or video editor can take your career to the next level. After all, your main focus should be on what you do best: making music.
Here’s the bottom line: treat your music like a hobby, and you’ll get a hobby paycheck. But treat it like a business, and you’ll start cashing business checks. Musicians who thrive aren’t just showing up to gigs—they’re managing their brand, staying active online, and building real connections with their audience.
That means professional headshots, regularly updating your website (seriously, this is a must), staying engaged on social media, and—most importantly—maintaining a mailing list. These are the musicians getting real checks, while the rest wonder why they’re only walking away with drink tickets.
Remember drum legend Art Blakey’s words: “If you’re not appearing, you’re disappearing.” So, do yourself a favor—appear! Make sure your online presence is as dynamic as your music. If you don’t, well, you might just disappear into the background while others take center stage.
Conclusion: You’re Not Just a Musician—You’re a Business
You’re more than just a musician. You’re a business. The starving artist trope is old and tired—don’t let that be you. Treat your career like you would any business: with care, strategy, and the occasional upgrade. If the idea of maintaining a website gives you hives, hire someone to help. It’s worth the investment.
Bottom line: without a substantial fanbase, you won’t earn much money. That’s not a hot take, that’s a fact. So get your act together, stay visible, and—while you’re at it—maybe update that website before someone mistakes you for a tribute band of yourself.
