Media is a Must

In the era of Instagram, heavy algorithms on Facebook, and inconsistency of Twitter, promotion can be tough sledding. In case you haven’t noticed visual, captivating content is king when promoting your brand, tour, and new music! Visual content being vital for a strong social media presence isn’t anything new, and that’s exactly the point. It’s here to stay, and with deflating radio numbers and publicity losing effectiveness, when done correctly, strong visual touring content across your socials can be the strongest tool to drive your brand.

People don’t just take in your music, they take in your lifestyle, personality, and atmosphere of your live show – you’re a brand whether you realize it or not. So how do you capture it, package it and present it in a way that efficiently and effectively elevates your brand? I think glancing at the profiles of Whiskey Myers, Koe Wetzel, Parker McCollum, Flatland Cavalry and Read Southall (among others) will provide you with an answer.

Having a dedicated media manager, or media strategy, in place to capture video and photography of what goes on behind the scene’s, engaged crowds, funny moments, a look into the artist’s lifestyle and anything cool or interesting that happens along the way is the most effective way to go about it. It’s not just the artist with a phone doing shakey, selfie videos or blurry iPhone pictures. It’s a combination of videos and pictures that are well put together, interesting, easy to digest, and often hits a key piece of marketing (awareness, promotion, brand elevation) while keeping the follower engaged.

It’s social media content that’s not only effective in capturing your current follower’s attention but also conducive to the algorithms; meaning it’s also probably reaching and converting new fans too. Content that is able to do all of that is becoming increasingly difficult to produce these days. That’s why having someone who has the ability to capture and package aesthetically pleasing and interesting content should quickly be becoming a priority.

Now for up-and-comers, this doesn’t mean you need to rush out and hire someone to go on tour with you. First, you have to have a show and touring content that’s worthy of paying someone to capture and second, keeping expenses down as much as possible is a must, but…if you’re at a point where you’re starting to gain some momentum, you have a really cool show, festival, or run, and the money is decent on the show(s), then I say why not splurge on a decent freelancer. There’s also a chance that you might be able to find someone who’s just down for the ride, and will do it for super cheap or free. It is important to note though, that you want something good, especially if you’re likely only doing it once or twice a year. Paying extra for someone you know is going to give you a good product, is probably worth it!

Randall King and Kolby Cooper are two great examples. They’re emerging and rising to the next tier and occasionally have some professional visual content that’s often received really well and helps showcase their accession.

I’m not saying you shouldn’t post your self-made videos and pictures by any means, but having a professional piece of content to accent it is definitely becoming a powerful asset in today’s landscape! If you can afford it, it’s worth it!




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Harold Saul High is now available everywhere online. 📸- @japemedia

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Concan was wild 🎥: @613media

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“Good Days Work” Episode 1. #LifeAdviceFromTheRoad 🏔 🎥: @nandomedia

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Throwback to our adventures in Colorado. • 🎥: @_davidxrocha 🎶: Strand of Oaks – JM

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Waco, TX! We’re headed to The Backyard tonight! Get your tickets! Sterling City, TX! We’re playing the Sterling City Cowboy Festival tomorrow night! #countryashell

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Our first time @thebluelightdallas & y’all packed it out. I couldn’t have asked for a better better birthday. Love you all! 🤘🏻📸 @gabrielmunizphoto

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Author: Chris Fox

Music addict, a sucker for heartbreak songs, and avid Houston sports fan! I'am also the Editor-in-Chief of Texas Music Pickers.

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