Do something remarkable, then repeat
by J.P. Kallio
You are in a tough market place. There are content coming out of the woodwork every day, every hour, every minute, even every second. There are some remarkable DIY music videos that hit YouTube all the time, great tracks hitting Soundcloud and other streaming services. The competition is fierce.
So how are you supposed to stand in this sea of content? How can you make something that will stand above the rest? Well we know there are some viral videos that got millions of views overnight, so why won’t we try to do that? Well, here’s the thing. Viral videos in the words of Seth Godin are like lightning strikes. You cannot predict them. You cannot follow a set of rules, as that lightning rarely hits the same place. And when it does strike, it burns down the surrounding forest and change the environment.
What you need to do is create something remarkable. Something that is true and from your heart. Not something that is based on some silly idea of “what might go viral”, but something that a small group of people will truly enjoy.
And when you are done, what do you do? You start again. You repeat the process. You create quality content over and over again. There is no endgame here, as an artist you are never done. You need to be looking ahead all the time! And if you fill that forest with content, the chances of you being struck by that lightning get higher all the time. But this should never be your goal. If it happens, great! If not, it is your solid plan of creating remarkable content over and over again that will grow your following little by little.