We get so caught up in our online presence and our social media content that sometimes we forget the most powerful way to make connections and build our brand is by in-person relationships.

And, not only going out and shaking hands, but also being a likable human being. The temptation to want to talk shop immediately is strong, especially when you see that person you've been trying to get in touch with for so long. But if you can resist that temptation, and build relationships from one human to another, you're going to have way more luck.

Sometimes the journey as an independent artist can feel overwhelming. The big goals - like releasing music, growing your audience, or landing opportunities - can feel so far away. But here’s the thing: big success is built on smaller, consistent actions.

Have you heard of a side door? I posted about it earlier this week but in case you missed it, the concept of a side door is getting inside the arena but doing it in a way that isn't through the front door like everyone else. Specifically what I mean is getting into the music industry or making moves in the music industry thanks to a skill or connection you have.

This is the topic that never ends. If I had a nickel every time I spoke about why artists need to be on social media, I'd be a rich man. Every time I think artists are finally starting to get it, I have a client or a collaborator who fights me on it. These people have built up walls against social media because they think they have to be one of those influencers dancing around on camera like an idiot.

Are you treating your music career like a hobby or a business? Your answer determines how successful you will be with your music career, but it also depends on your goals. If you have aspirations of being a successful artist, whatever that means to you, you have to think of your music career like a business.

In my daily conversations with artists, the number one thing they care most about is stream numbers. Typically Spotify, but overall, every artist wants to boost their numbers. I don't want to devalue the importance of streams - with significant numbers you can make real money. And if you're able to consistently gain a high amount of streams (6 or 7 figures and beyond), it can show that you have real staying power. These numbers are also attractive for booking agents, label owners, and anyone else with decision-making roles in the music business.

But we need to remember that stream numbers do not represent your fanbase. The reality is, even if you have millions of streams of your music, you have no idea who the people are who are listening. Maybe you don't care - but you should.

The more I talk to artists every day, the more it's obvious who understands the industry and who doesn't. The ones who understand how it works will be more likely to succeed, because they understand all the work that goes into being a successful artist. My three pillars of focus, helping artists think of themselves like a business, are: 1.) Good branding, 2.) Quality products, and 3.) Top-tier sales and marketing. If you get good at these areas, you're way more likely to hit your goals in music.

Last Monday, less than two weeks ago, I started running a YouTube ad campaign to grow my YouTube channel. I consistently use YouTube as a platform to post both short form and long form content, including my podcast and my music

This week I’m talking about my three pillars for success in music, and how I work with artists to drive success.

1.) Branding - this is huge. Artists have to think of themselves like a business. Any successful business has a strong brand identity. What makes you unique? What do you want to be known for? Why should people care about you and spend money on you and give their time to you? The sooner you can figure out what your brand is, everything you do will revolve around that - and it’ll make it so much easier to go about all the things you need to do to be successful.

I had the pleasure of seeing Khruangbin live at Red Rocks last week. Casually familiar with their music, they have A TON of buzz around them and I knew I needed to see their live show to see what all the hype was about.

They did not disappoint. The word everyone seems to be using about their show is "mesmerizing". It's true.

If you don't know anything about Khruangbin, they're a trio from Houston Texas and their sound is hard to define. I call it Surf Rock, but they play in different realms including Psychedelic Rock, Grooves, Funk, Soul, and even a little dance. What's most impressive above all else is they have minimal lyrics and hooks - the guitar parts (played by Mark Speer) often take the place of a vocalist and his distinct style is what drives the band and makes their songs recognizable.

When I say mesmerizing, it's all about their live show. Primarily bassist Laura Lee and they way she moves around the stage, often dancing and shaking her hips, even doing high kicks while she plays.

The group has released four albums and they have almost 1MM followers on Instagram. They don't have any notable mainstream radio hits and I could not sing any of their songs for you. All I could do is hum a melody.

Their two nights at Red Rocks (capacity 10,000 people)? Sold out.

​Their IG feed​ is more focused on their fans ("People Everywhere") than the band itself.

I love success stories like this. The fun part is trying to pinpoint what made them successful. Their sound is unique and consistent, and it's comforting. You can put on their music while you're hanging out at home, or you can play it when you're riding into the sunset or hanging out at the beach. It's just easy.

It just goes to show that you don't need big hits to be successful. You need to find your sound, get really good at it, and stay consistent. The fans will come. And when they do, you need to engage with them and celebrate them.

Focus on your work. Focus on your sound, and get really good at it. Thank every fan who listens to your music, who follows you on socials, and who comes to your show. They didn't have to do those things. We all have time and money that can be spent elsewhere.

You don't have to be Khruangbin, but you do have to think about how to build a good brand around your art. And embrace the community that follows.

I caught up with an artist I've been working with for 4 months and his feedback got me so emotional - in the best way. This guy put in the work and he's seeing the results. You can too! It's just about taking the first step.