MEET ME WHERE I AM

From Mario Fraioli of the The Morning Shakeout newsletter:

I’ve spent a lot of time this year thinking about and experimenting with how I want to use social media (Notes, IG, and Bluesky). And where I’ve landed after trying to maintain a consistent presence on these platforms and “meet people where they are” is that I just don’t think I want to use social media at all anymore.

I’ve seen this concept for years – “meet people where they are!”

What I’ve found is that I’m expected to become a regular on multiple platforms and engage with them every day. Every post, every like, every comment leads to more things to keep up with – the shares, the comments, the DMs. This is every day, spread across time zones, morning noon and into the night.

Always another post to reply to or share. Another commenter to reply to. Another DM to answer.

I think a lot of us are getting tired of meeting people where they are and stepping off the engagement rat race, as the benefits of playing the game just aren’t worth it anymore.

A lot of those those people we engage with on social media are content to just be on social media, without subscribing, without meeting us where we are.

There’s a time when the quirky eatery leaves the food court at the mall and sets up shop downtown, and I think that’s a lot of us right now.

EVIDENCE IS YOUR MARKETING

From my new post ‘YOUR EVIDENCE IS YOUR MARKETING‘ over at Social Media Escape Club:

“I saw someone marketing their music production services in text, outlining the discount, the expiration of the offer, and who might be interested.

No evidence, just details.

Their website showed the albums they worked, a display of musicians who trusted them with their art, their vision.

That’s evidence.”

From my time in the music industry, this was the foundation for so many bands in the metal and hardcore world. I didn’t find out about bands like Dillinger Escape Plan or Meshuggah from social media posts, I found out about them from friends who saw them and told me I need to hear them.

There was evidence; good sounding albums, word of mouth from their live shows. That was the marketing.

I know we’re in this always on / short form video world right now, but there are people out there making a living without being online 24/7 and without making short form videos.

I know a writer working on TV shows and they aren’t on social media. I know a musician with “just” 225 Patreon supporters and an email list and they’re making a living doing what they love.

Instead of trying to impress strangers, present your evidence to the right people in your own creative orbit.

LET PEOPLE FIND YOUR WEBSITE

If we can agree that we’re posting into the void on social media, why not just post on our own sites “into the void?”

I recently suggested a client add a blog to their website, and they sent me this:

“Literally within one week (of adding the blog) this led to an invitation to give a talk (you know the old-fashioned way, you introduce yourself to someone cool, they look you up, find your website and boom).”

If someone looks you up, and you’re on a social media platform and they don’t have an account, it’s very hard (or sometimes impossible) for them to see your work.

But every smart phone ships with a web browser. No one needs to have an account to view your website on the wide open internet.

When adding to your own website, you’re not posting into the void, you’re building an online archive.

IMPRESS HUMANS, NOT ALGORITHMS

“We work to impress algorithms in hopes they’ll share our stuff, when we should be working to impress our readers so they’ll share it with other humans.”

I could talk about this all day (oh wait, I already do), but for real.

A performer on stage doesn’t seek out new listeners during the show, they must focus on the people right there in front of them. If they do a good job, perhaps they’ll talk to a few people afterwards, and get them to join their email list.

Hopefully the next time you play in the area, they bring a friend.

If you impress the people right there in front of you, the dream outcome is them telling a friend. Posting about you. Sharing your work with others. Telling their friend who writes for a publication, or runs a radio show.

Everything starts from within. Make sure you’re making the work you wanna make. Then, share it with friends. Play in front of 12 people on a Tuesday night. Write that blog post that will only get 5 “views.”

Then do it again tomorrow.

HUNTERTHEN, ‘A CONVERGENCE OF VACANT ORBITS’

Like Rick Rubin once said, “make stuff, and show it to your friends.”

This is operational, minimal, quietly persistent. Music for background processing.

This is what I want to hear, so I figured out how to make it. This is my seventh release, and I’m still learning how to create and shape these releases.

All sounds made on a Novation Bass Station II, recorded and mixed in Abelton Live, and the final full mix (available as a paid download only) is made with my minimal DJ browser app.

For licensing inquiries (films, videos, podcasts, installations) please get in touch.

MY MINIMAL DJ BROWSER APP WITH MIDI CONTROL

Modern DJ software is bloated, and way too much for what I need, so I built this minimal DJ web app with Google’s Gemini + ChatGPT. It’s an HTML page that I load locally into Google Chrome with keyboard and midi controls.

I need this to make mixes of my HUNTERTHEN music, available to those who buy the full albums on Bandcamp. I make “soundscapes for your interplanetary commute,” which will either lull you to sleep or help you get your work done.

Next on my shopping list is something like this, the GRID3 PBF4 4-Button + Pot + Fader MIDI Controller. I really only need two sliders, but having four will be nice, and the extra buttons can be mapped to start / stop each track.

WAKE UP, IT’S STILL BURING DOWN

From my interview with Thought Enthusiast in 2024:

I love seeing the mask pulled off from this big corporate con-game, where these platforms made it seem like a good idea to outsource our audience and community building on their spaces rather than our own. They got us hooked on the click traffic, then turned the screws and made us pay to reach our own audience, and then oops, now we’re all sort of waking up and seeing that we built our brands and systems in a house of cards, and the shit is falling down real quick.

Read the full interview here.