Friends and fam, I have a new song coming out, called It All Depends. I have been waiting to talk about it until some industry-approved amount of time before its release, while simultaneously feeling a strong internal rejection of any kind of marketing plan.
I think there are a few things at play here.
One, independent artists tend to lean heavily on social media to spread the word about their projects. Daily posts with behind-the-scenes content, new graphics, new headshots, pre-save campaigns, stories and polls and on and on - that would be the usual plan. But I left that scene over a year ago and I don’t want to go back. So there is a lot of work that goes into the social media marketing plan that I just can’t make use of and don’t want to do. I can’t be convinced it does enough for me to be worth all the time and energy, and I’m happier when I’m not doing it. Happy is worth something.
Second, my only ambition with my new work is that I would love people to hear it. As many people as possible, because I’m proud of it and because making music and having no one hear it feels weird. But I don’t expect to make money from it, I’m not trying to book festivals this year, nor am I about to announce a tour and try to sell tickets. I am just making something I love and am proud of and I want to share it. In that light, any marketing efforts that cost money feel silly and misguided.
I thought about applying for the Folk Music Ontario conference this year, a fantastic and rare opportunity, but it’s not the time for that. I have no ambitions to take this show on the road and I would squander any sort of attention I might be lucky enough to get at FMO.
So what’s a musician to do when she has made something new and wants to send it out into the world, but then wants to just continue on her happy little life without much fuss? I am not really sure - hence the paralysis around how and when and how much to talk about my new song.
For today, this is what I’m gonna do: I’m telling you here and now that I have a new song coming out. It’s called It All Depends, and it’s a love letter to a community that is made up of people of all sorts of opinions and occupations and political leanings who pitch in to help one another anytime it’s needed. The kind of community that breaks bread together and takes care of one another, even if each person would not necessarily count the other as a friend. The kind of community I’m fortunate to live in, that makes me feel safe and supported while challenging me to think outside of my own belief bubble.
This song is a love letter to my home, and to this nation in general, where my daily life shows me that most people are good to one another despite the divisive political stories that try to convince us otherwise.
The recording of It All Depends (and a future video!!!) were very generously supported by Community Power Northumberland. If you want to believe in the kind of community I’m singing about, get involved with a group like CPN who are working all the time to spotlight and uplift good work being done by people across Northumberland County.
I think that’s all I’ve got to say about the song today. I will share more stories about the recording process, the picture I chose for the album art, the upcoming video, and the actual release date in future newsletters.
To wrap up, I have two questions for you that I’m hoping will help me aim what little marketing gusto I’ve got in the right direction:
Where and how do you discover new music?
Where do you listen to music? (ex. streaming service, physical CDs or records, Bandcamp, YouTube, etc.)
xo
Shannon
Upcoming Shows
Hibernate: Under Covers
Friday, February 13 at 7pm
Port Hope United Church
Tickets On Sale Here
Come catch me playing with a band full of magical folks! And I may be making a little backup singer cameo with another artist I adore…
March 15 - Sunday Song Circle
Old Camborne Schoolhouse
1-3pm
Let’s make some music together, shall we?
SAVE THE DATE - May 9
More details coming soon
Featured Songs - Plainville United is now on YouTube
If you’re still on the fence about this Friday’s show, we’ve got a few videos and a short up on YouTube to give you a taste of what Plainville United is all about.