What Can We Learn About Marketing from How the Music Industry Breaks a New Artist?

What can we learn about marketing from how the music industry breaks a new artist?

Ever wondering why some artists have lukewarm market reception, while others become global superstars?

*Hint* – it’s not based on their looks, talent, ‘star quality / x-factor’, or even their songs.

Singing reality shows are filled with talented people that we never hear of beyond the show.

I believe it comes down to three things:

👉 Relatability / likability

👉 Authenticity

👉 Exposure

Yes, all the other things are important, but we’ve seen many beautiful people, with amazing voices, who can dance, who have stage presence, catchy songs… and their career is a mere blip on a radar before they disappear into obscurity.

The music industry knows that you have to constantly hear their songs, see their perform, see them on TV interviews, walking red carpets, in music videos, endorsing products, getting radio play, being featured on other artists songs, be on podcasts, social media, linked to another high-profile celeb, in movies….

I call this the omnipresent market strategy – be everywhere, at all times, to everyone.

Granted, they have the budget, resources, and connections to facilitate this, but we have to do what we can with what we have.

So if you want to launch a brand – think like a music exec.

👉 What are all the channels that we can feature our brand or product and hit our target consumer?

👉 How can we tell our brand story so that people can relate and champion us?

👉 What are the best uses of our time, budget, and resources to constantly be talked about?

👉 Who can we collab with to leverage their audience, trust, and exposure?

Continue Reading: Lessons I Learned from Going Viral

Why Fans Are So Drawn to Billie Eilish

Billie Eilish resonates deeply with fans for several key reasons that set her apart as an artist and public figure:

1. Authenticity

Billie Eilish has built her brand on being unapologetically herself. From her distinctive fashion choices — oversized clothes, bold colors, and unconventional styles — to her candid discussions about mental health, body image, and fame, she consistently embraces vulnerability. Fans admire her willingness to be real, even when it’s uncomfortable, making her feel approachable and genuine.

2. Relatability

Despite her fame, Billie remains deeply relatable to her audience. Her lyrics often explore themes like anxiety, heartbreak, insecurity, and self-discovery — emotions that resonate strongly with young listeners. By speaking openly about her struggles, she creates a powerful connection with fans who see their own experiences reflected in her music.

3. Uniqueness

Billie’s sound defies pop norms. Her whispered vocals, haunting melodies, and genre-blending production (thanks in part to her brother and collaborator, Finneas) create a distinctive style that feels fresh and unexpected. Whether it’s the eerie tone of “bury a friend” or the tender intimacy of “everything i wanted,” her music challenges typical mainstream trends.

4. Talent

Billie’s vocal control, emotional depth, and creative vision are remarkable. From writing introspective lyrics to crafting visually striking music videos, she’s a true artist in every sense. Her ability to express complex emotions with such authenticity has earned her critical acclaim and a devoted fan base.

5. Individuality

Billie carved her own path rather than conforming to industry norms. She rejected the pressure to be overtly glamorous or hyper-commercial, opting instead for an aesthetic that emphasizes comfort, creativity, and self-expression. This bold stance empowers fans to embrace their own uniqueness.

6. Emotional Depth

Her music often feels like a deeply personal diary entry, blending vulnerability with powerful storytelling. Tracks like “when the party’s over” and “idontwannabeyouanymore” explore raw emotions, offering comfort to listeners who may feel isolated or misunderstood.

7. Connection with Fans

Billie’s genuine interactions with her audience — from heartfelt social media posts to intimate concert moments — foster a sense of closeness. Fans feel like they know her personally, creating a loyal and protective community around her.

In essence, Billie Eilish’s ability to stay true to herself while delivering emotionally rich, genre-defying music makes her an icon for fans seeking authenticity, connection, and creativity.