This is a good question to ask ourselves every now and then.
We live in a world where everything is "instant". By this I mean, nearly anything could be obtained "instantaneously" - be it food, sex, data results, messages to the world (tweets), and so on.
This is a problem.
To put it simply, the culture of immediacy has somewhat caused us, a byproduct of this very culture, to develop a sense of expectancy coupled with expediency. We want our dreams, desires, hopes and all to happen... now.
I'm guilty of this. And so are many people I know, but more so - the people in my industry are particularly guilty of this.
I'm not necessarily talking about the whole "being impatient and wanting dreams to take off overnight" thing. No, I'm zooming in on the micro disappointments many millennials seem to have. I'm talking about complaints I hear, such as "no one liked my Instagram photo", or "no one listens to my music".
Yes that's right. But are you entitled to a like or a track play... without putting in the necessary work to make sure your product is in places where it can be noticed? I'm not just talking about throwing your song up on SoundCloud hoping XX label would click on the play button. That's just digital distribution and hoping for a miracle.
I'm asking if you've actually marketed your distribution? Have you added hashtags to your post? Are you being smart about those hashtags? Do you know their function and how you can monetise your social media channels? Do you know the influencers of your industry? Do you even choose your hashtags wisely instead of using common ones with millions of posts like "#love"?
If the answer is no, you know what to do. There's heaps of resources online to assist you in this endeavour. If the answer is yes, are you patient enough to work even harder? Have you tried to establish your market and putting your product up at where they usually hang out? More importantly, are you being patient to let the fruit of your labour grow?
Anything worth doing in life takes time.
This is going to be part of a music marketing series I'm documenting. I'm not writing this to share with you what I know because I'm some expert. I'm miles away from being one. I'm writing this to share with you my own journey. Because these are the things I myself struggle with.
This is me being vulnerable as a creative.