You may be dropping great music but it seems like your audience just isn't vibing to it. You probably start thinking to yourself maybe they're just not tuned in and I want to tell you that's not the case. The truth is they just haven't seen you enough. They haven't been hit with your presence repeatedly and until that happens you simply don't exist.
Back in the day marketing had a golden rule. People need to see you seven times before they took action. Seven exposures and they buy in. Rule of seven started with Hollywood studios in the 30s. They realized movie goers wouldn't buy tickets until they saw their film promoted at least seven times. It worked because back then there were only a handful of marketing channels, radio, newspaper, billboards, fast forward to the 80s and 90s TV ads you saw the same commercial over and over radio.
They hammered the same singles into your head until you loved them. Print brands, bought
full-page magazine ads just to burn their name into your brain. But today seven is not enough. Not even close. Seven impressions work when people had limited choices.
Today we are drowning in content. Social media has literally changed the game. People scroll past thousands of posts a day. They see hundreds of ads, songs, artists and brands every single hour and it's not just music. The second you open your phone you're bombarded with the latest Netflix limited series.
Algorithms now decide who wins. Platforms push what's already familiar. If you're not showing up consistently you're invisible. Most people need 20 to 30 folks before they even care enough to click. That's why you keep seeing the same names over and over again. Brands just don't advertise once they follow you everywhere. Big artists don't just drop songs, they flood your timeline.
Superstars aren't more talented they're just seen more. So how many times will people need to actually see you before they start to care? I know four factors more than seven. A lot more. 10 to 20 exposures they start recognizing. 30 plus exposures is soon you're already big. 30 plus exposures they become a fan. They see you three times a week a month you're familiar.
They see you daily you feel inevitable.
So the question is not how many times should they see you? It's how many times
can you make them see? The difference between unknown artists and superstars is not just a talent. It's exposure. If you're not showing up daily you're being replaced. The people don't see you enough you do not exist to them. So are you going to manufacture recognition or are you going to stay and never go into Algorithm?
Most artists keep dropping songs into the void hoping someone magically discovers them.
But if you've read up to this point you already know it's time to start moving differently. See you in my next post.
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