She Went on a Rant. But Before You Pick a Side, Read This.

Recently, Poetic Jazz producer Lola Ladae went on a bit of a rant.

Okay… maybe more than a bit.

The kind that makes people jump into the comments, choose sides, and start typing in all caps.

The topic?

Artists who get booked for events, receive professionally designed flyers with their faces on them, and never share them.

Not once.

Now, was Lola passionate in that moment? Absolutely.

But underneath the frustration was a question every independent artist should ask themselves:

If you won’t market yourself, who will?

The rant.

The Hard Truth About Being an Artist Today

The days of “I’ll just focus on my craft and someone will discover me” are mostly gone.

Talent matters. But visibility matters too.

There are phenomenal artists performing for 20 people.

There are average artists performing for 200 people.

The difference isn’t always talent.

The difference is often visibility.

People cannot support what they don’t know exists. And in today’s world, visibility is something artists have to actively participate in creating.

“But They’re Not Paying Me.”

Let’s talk about it.

Because every time this conversation comes up, someone says:

“But they’re not paying me.”

And honestly?

That’s a fair argument.

Not every opportunity deserves your time.

Not every platform aligns with your goals.

Not every event is worth saying yes to.

Artists should absolutely evaluate opportunities before accepting them.

But where many artists stop the conversation is by only looking at monetary compensation.

Money matters. Nobody is arguing that it doesn’t.

But money isn’t the only form of value.

The better question is:

What am I receiving in exchange for my time?

Understanding Value

Some organizations can pay artists. Some organizations can’t.

That doesn’t automatically make one organization better than the other.

What matters is understanding what value is being exchanged.

Before saying yes or no to an opportunity, ask yourself:

• Am I being introduced to a new audience?

• Is the organization creating professional marketing assets for me?

• Am I receiving photos or video content?

• Can I network with other artists?

• Can I sell merchandise?

• Can I gain new followers?

• Could there be future business opportunities in the room?

• Does this opportunity move me closer to my goals?

These questions matter.

Because value doesn’t always show up as cash in your account the next morning.

Sometimes value shows up months later.

A booking.

A collaboration.

A sponsorship.

A private event inquiry.

A new fan who buys tickets to every show after discovering you.

Artists who understand value understand that every opportunity serves a different purpose.

Every Flyer Is Free Marketing

Let’s talk specifically about flyers. Because this is where the rant started.

A promoter books you.

A designer creates graphics.

Your photo gets added to a professional lineup.

The organization spends time and resources marketing the event.

And then you’re handed a professionally designed piece of content that’s ready to post.

You didn’t hire a designer.

You didn’t spend hours creating graphics.

You didn’t have to learn Canva.

You didn’t have to schedule a photoshoot.

The content is already made.

In today’s economy, that’s valuable.

Every flyer is a marketing asset.

Every flyer is another chance for someone to discover your work.

Every flyer is another opportunity for your audience to be reminded that you’re active.

And yet so many artists leave that opportunity sitting in their camera roll.

Marketing Isn’t Separate From Your Career

Here’s another hard truth:

Marketing is part of being an independent artist.

Not because social media is fun.

Not because algorithms are exciting.

But because people have to know you exist.

You can spend years perfecting your craft.

But if nobody knows where you’re performing, what you’re creating, or what you’re building, growth becomes much harder.

The most successful independent artists don’t just create.

They communicate.

They tell people where they’ll be.

They invite people into the journey.

They stay visible.

What Should Artists Actually Be Posting?

A lot of artists hear “marketing” and immediately think they need to become a content creator. Not true.

Start simple.

Post:

• Event flyers

• Rehearsal clips

• Behind-the-scenes moments

• Soundcheck footage

• Performance videos

• Audience reactions

• Event photos

• Ticket links

• Merch announcements

• Artist interviews

You don’t need to post every hour.

You just need to remind people that you’re active.

When Should You Start Marketing?

Most artists wait until the week of the event.

That’s usually too late.

Try this:

Three to four weeks before - Share the flyer.

Two weeks before - Share rehearsal footage or performance clips.

One week before - Remind people you’re performing.

Three days before - Share ticket information.

Day of the event - Post all day.

Stories.

Photos.

Videos.

Soundcheck.

Let people experience the journey with you.

Even the Biggest Artists Understand Value

Let’s take this conversation all the way to the top.

The Super Bowl Halftime Show is one of the most watched performances in the world.

Millions of people tune in. Global press covers it.

Social media talks about it for weeks.

Yet the artists performing aren’t typically receiving a traditional performance fee for the show itself.

In many cases, significant resources go into creating those performances. Why?

Because they understand value.

The exposure creates streams.

The exposure creates media attention.

The exposure creates brand opportunities.

The exposure creates future revenue.

The exposure creates awareness.

Now, let’s be clear.

Poetic Jazz isn’t the Super Bowl.

Not even close.

But the lesson remains the same.

Successful artists don’t evaluate opportunities based on one question.

They evaluate opportunities based on the total value being created.

The Numbers Don’t Lie

Marketing research has consistently shown that people often need multiple exposures to a message before taking action.

That means someone might:

See your flyer once and scroll past it.

See it a second time and recognize your name.

See it a third time and become interested.

See it a fourth time and decide to buy a ticket.

Most artists post once and wonder why nobody showed up.

Meanwhile, the audience is just starting to notice.

Visibility is built through repetition.

Stop Thinking of Promotion as Bragging

One of the biggest mistakes artists make is believing promotion is selfish.

It’s not. Promotion is communication.

You’re simply telling people what you’re creating and where they can experience it.

Your supporters want to know.

Your friends want to know.

Your family wants to know.

Your future fans want to know.

People can’t support opportunities they never hear about.

The Real Lesson

Lola’s rant wasn’t really about a flyer.

It wasn’t even about social media.

It was about ownership.

Ownership of your audience.

Ownership of your visibility.

Ownership of your career.

Not every opportunity is worth saying yes to.

Not every stage is valuable.

Not every event aligns with your goals.

But if you say yes to an opportunity, recognize the value being placed in front of you.

Understand what you’re gaining.

Understand what you’re building.

And most importantly, participate in your own success.

Because if you won’t market yourself, who will?