Are Artist Losing the Plot in the rush for Visibility?

Let’s talk about the messiness of modern media strategy. With traditional PR becoming less accessible, shrinking editorial teams, tighter gatekeeping, the door to legacy media often feels closed, especially for independent artists. So, many are turning to digital platforms instead: podcasts, YouTube shows, online media brands. And while that pivot makes sense, the execution often does not. Because visibility without vision? It’s just noise.

Too many rollouts look like media bingo: a few viral clips, out of context interviews, a headline that barely reflects the artist’s actual work. Then we wonder why the audience doesn’t “get it.” Right now, every media moment should move your narrative forward, not sideways. Not backwards. But forward. I’m not saying avoid new media, use it to your advantage. But use it well. Artists deserve rollouts that feel intentional. Alignment matters. Every platform you touch should make sense for your story, not just your follower count. It is time to bring back strategy. Bring back promotion that has clarity. What’s the actual goal? What do you want people to feel, know, or do after hearing from you? Because when everything is content, real connection becomes the differentiator. Choose depth.