I haven’t been very good at announcing this so far, but I have a single coming out on 5 March, called ‘River Water’. It’s about getting over a breakup, having casual sex, falling in love, and wondering if love and sex are mutually exclusive. With the way artists are expected to promote themselves: posting five stories a day on Instagram, following the adagio of ‘a consumer has to see something seven times before they take action’, bombarding followers with self-promotion, some non-musicians start thinking that releasing music is an ego trip.
Gearing up for my release, I talked to a tutor at my university, who said: “How come you haven’t started promoting anything yet? Where is your pre-save link? Why are you not posting on Instagram?” I made up some lame excuse about how I didn’t realise it was already time to start the promotion, but really, it’s because I hate it. I hate self-promoting because it makes me feel uncomfortable, imposing, egotistical. “We’ve talked about this, Erika,” my tutor said. “The release cycle is three months. You’ve got to really get in gear.”
Few artists are comfortable with sharing the pre-save links to their songs three times a day. Few artists think their music will blow your mind. But we’re still expected to do it and do it regularly because in those early stages, if we don’t do it, no one will. And it’s a thin line between doing enough and doing too much, pushing friends to unfollow you on Instagram because you’ve posted the same ten seconds of your music video ten times in your stories. But it’s also a learning curve and something that’s a part of being a musician.
There are other sides to releasing music that require you to have thick skin. I got on SubmitHub a week ago to start sending out my single to blogs and radio stations. When I went to my account, I saw all the rejections I ever got for previous releases collected in my feed. It was disheartening reading all the feedback I ever got, although none of it was particularly harsh, and I’ve heard from friends that SubmitHub can be outright brutal (so maybe I’m even lucky?). I submitted the song to a few blogs and then watched the rejections stream in over the 48 hours the portal sets as the deadline, without a single affirmative. When I joined Musosoup, the offers I got were paid, and I wondered if it was now a standard thing for musicians to pay for reviews and how ethical was this, really? (Thoughts?)
As the week progressed, I started feeling increasingly more incompetent, uncomfortable, and overwhelmed, wondering if my shaky relationship with social media was a reflection of whether I was a good musician, and if those SubmitHub bloggers had a point, calling my melodies anonymous. Then it was my birthday (I turned 22), and one of my friends said: “Billie Eilish was 16 when she became famous.”
“Releasing music should be fun. You should be excited!” my university tutor said, and I wondered when releasing music had ever been fun. Sharing music was fun – playing it live and seeing people’s reactions, feeling a part of a community, and playing a part in creating one. But releasing music digitally – the promotion, the endless emails, and the following rejections – had never quite carried the same appeal. So, why do we even bother?
I release music so I don’t feel like a fraud when I call myself a musician. I also hope some people will recognise themselves in my lyrics and feel less alone. I release music because maybe someone will care enough to let me know they want me to keep going. There are a lot of small reasons for why I keep doing it, and big ones, like wanting music to be a full-time career. And they make all the other stuff that scares the shit out of me worth it. But for everyone else who’s struggling with their music releases now: releasing music is not an ego trip. If anything, it destroys your self-esteem. But it is an act of bravery, and if it doesn’t go the way you want it to go… Well, at least you tried and you created something. And that’s what we live for, isn’t it?
For those of you who are interested in the new song, you can pre-save it here. I appreciate it so, so, so, so much.