In this episode, we sit down with Jesse Cannon - producer, engineer, author, YouTuber (Musformation), and one of the most respected music marketing strategists today.
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This episode with Jesse Cannon is absolutely packed with real-world, data-backed insights on what actually works in 2025/26 and beyond
- and what artists should finally stop wasting time on.
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What We Cover:
🎯 The #1 thing artists must do before promoting anything
Why understanding your identity, strengths, aspirations, and position in the market is no longer optional - and how Jesse’s LAMES analysis helps artists finally get clarity.
📱 The truth about social media in 2025/26
- Why you must start on all three short-form platforms (TikTok, Reels, Shorts).
- Why you can’t predict where you’ll grow.
- Why “I don’t want to be a content creator” is no longer a useful mindset.
- When it is possible to grow without social media - and why it’s rare.
🎧 Release strategy: The 4–8 week rule
Why consistent, sustained releases are the #1 growth driver for new artists today - and how Jesse discovered the pattern by analyzing major breakout acts.
🎵 Playlists: Overrated? Underrated? Misunderstood?
Jesse breaks down:
- Why playlists are not dead.
- Why most people misunderstand their role.
- Why editorials still matter even if fewer people listen.
- Why taste-curated playlists are a massive opportunity.
- Why random SubmitHub blasting can destroy your account.
💸 Paid ads: When (and when NOT) to use them
- Why Meta ads are overrated for artists.
- Why they do work for retargeting, merch, and warm audiences.
- Why ads fail without proof of concept.
- Why organic early adopters are worth more than paid traffic.
🧠 The mindset artists need if they want to grow
Including:
- Why overwhelm is largely psychological.
- Why most people never look at analytics correctly.
- Why you should never check stats unless you’re ready to change something.
- How to avoid depression loops around growth.
🌍 Websites, email lists & direct-to-fan tools
- Are websites still relevant? (Answer: yes - but only certain types.)
- Why email is still incredibly effective even with young audiences.
- Why Shopify beats Squarespace/Wix for artists with merch.
- Why Tribly.FM is one of the most underrated tools for artists.
🔥 Creative promo ideas
Including the example of artist Audrey Hobert and her brilliant “Archive” page that builds a universe around every song.
Let's go!
Ready To Transform Your Sound And Workflow?
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Recommended Free Downloads:
Standout Mixes – The DIY Musician’s Guide To Exciting Mixes That Connect
TSRB Free Facebook Community:
Mentioned On the Episode:
Jesse's Links:
- Jesse’s YouTube: Musformation
- Jesse’s newsletter: Music Marketing Trends
- Jesse’s books: Processing Creativity & Get More Fans
- LAMES analysis video
Our Links:
Outback Recordings (Benedikt's Mixing Studio and personal website)
Manel's Website
Benedikt's Instagram
Manel's Instagram
Also mentioned:
If you have any questions, feedback, topic ideas or want to suggest a guest, email us at: podcast@theselfrecordingband.com