Most artists go dark during recording. Here's why that's a mistake—and what to do instead.
Most artists treat studio time as dead air in their marketing calendar. But White Lies just showed us a smarter approach—one that turns the recording process into both engagement and revenue.
At first glance, their recent post looked like a typical "we're in the studio" update. But look closer at what they wrote:
"...in the fullness of time, you'll be hearing them. But for now, we're just crawling back online to say hi, and maybe start sharing some of the process over the next few weeks and months. Links in bio to get involved."
While most artists treat studio time as dead air, White Lies turned this period into three smart moves:
- Teasing new music
- Promising behind-the-scenes content
- Directing fans to their fan club for updates
The result? Their fans are already invested in music that doesn't even exist yet.
The Problem with "Going Dark"
Many artists delete their Instagram during quiet periods. Sure, this causes speculation, but what do you actually get?
- No way to monetize that speculation
- No direct relationship with your most curious fans
Meanwhile, White Lies is turning the album creation process into revenue and deeper fan relationships.
What You Can Do
Create a dedicated space for your fans now—whether it's a free community beyond social media noise, or a full-fledged paid fan club. Let them in on the journey, and watch things shift from "please stream" to direct relationships with people who want to see you win.
Remember: Fans don't stop caring between releases. They're still listening, still showing up, still waiting for more. The only question is—are you giving them a way to stay involved?
Feeling Inspired?
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