Building Your Musical Dream World: Why Visual Assets Matter Before You Release
Nine times out of ten, when artists want me to promote their music, I get a Dropbox folder with their tracks—maybe some cover art if I’m lucky, but that’s usually it. They’ve spent months perfecting every note, every mix, every master. Shouldn’t they be spending the same amount of time on photography, plus short and long form video?
It may seem like the music should be the primary reason you love an artist, but I can assure you, it is a lot more complicated than that. We love music because of the dream world it draws us into.
Without compelling visual assets, beautiful music is destined to get lost in the endless digital stratosphere.
When we find an artist we like on Release Radar or Discover Weekly, we go to their Instagram, YouTube or website to check them out. What if nothing so interesting were there? It means that the artist isn’t that serious about their art, right? We care if you care – doesn’t that make sense?
Here's the hard truth: in today's saturated music landscape, great songs aren't enough. Your audience needs to be transported into your world before they even press play. They need to feel something, see something, imagine they want to enter your world and spend some time with you.
Here’s what every serious artist needs in their promotional arsenal, planned and executed at least six weeks before release:
- Photo and Video Shoot
Block out a full day (or two) for content creation. This isn’t just about getting a few nice shots—you’re building a library of assets that will fuel your entire campaign. Come prepared with multiple outfit changes, location ideas, and a clear vision of the mood you want to convey.
2. Variety Is Key
Shoot everything you can think of. Different angles, different expressions, different energy levels. Mix intimate close-ups with wide environmental shots. Capture both the polished, professional side and the behind-the-scenes, authentic moments. You’ll use these assets for months, so give yourself options.
3. Short-Form Video is Non-Negotiable
While still photos are essential, short-form video content (10-15 second clips) is where engagement happens. These bite-sized pieces of content are perfect for Instagram Stories, TikTok, YouTube Shorts, and website features. They’re also incredibly effective at stopping the scroll and drawing people into your world.
4. The Dream World Test
Can you describe the dream world your music creates? Is it a place people would want to visit or escape to? Is it relatable to a real audience that is already out there?
5. The Investment That Pays Off
Don’t be lazy. I know it sounds expensive and time-consuming. You’re right—it can be both. But consider the alternative: releasing incredible music that no one hears because you didn’t put enough effort into the marketing of it.
If you spent months crafting the perfect sound, shouldn't your visuals receive the same level of attention and investment?
The artists who break through aren’t necessarily the most talented musicians (though talent helps). They’re the ones who understand that music is just one part of a larger sensory experience they’re creating for their audience.
Your audience won’t make a distinction between the quality of your music and the quality of your presentation. To them, it’s all one experience.
Interested in talking to someone about your dream world? We can help at Behind the Curtains Media.
Subpar visuals suggest subpar music, even when that's not true.
