Why Every Song Deserves 30 Pieces of Content, According to No Labels Necessary

On an episode of the One More Time Podcast, the No Labels Necessary team, led by music marketing experts Sean "Brandman" and Jakori, delivered a masterclass on building and sustaining an artist’s career in today’s digital landscape. Known for their Brandman Network and practical advice for independent artists, the duo unpacked some of the most critical strategies for success, including the game-changing concept of creating 30 pieces of content per song. Here’s a breakdown of the insights shared during the conversation.

The Core of an Artist’s Brand

Sean and Jakori emphasized that an artist’s brand is essentially their reputation. It’s what people think about you before they meet you, formed through content, storytelling, and public presence. For independent artists, content forms the bulk of their branding. As Jakori put it, “In 2023, your content is your brand.”

This includes how an artist speaks to their audience, the type of visuals they share, and even their tone in online interactions. Drawing parallels to corporate branding, they noted that successful artists, like corporate giants, need to embody authenticity while providing fans with something aspirational or relatable. For instance, artists like DaBaby use humor, while someone like Travis Scott conveys mystique and stoicism.

Why 30 Pieces of Content Matters

One of the most pivotal moments in the episode was Sean’s advice that independent artists should aim to produce at least 30 pieces of content for each release. Why? Because the first 5-10 posts often represent only surface-level ideas. By pushing through these initial barriers, artists can explore more creative avenues and find out what truly resonates with their audience.

Sean elaborated, “Content 35 might be the one that takes off, but if you’ve stopped at 10, you’ll never know. Hitting that 30-piece threshold ensures you’ve given the song a fair chance.”

Importantly, Sean clarified that posting the same piece of content across platforms doesn’t count as multiple pieces. Each post should be unique to maximize reach and engagement. Artists should also mix formats, including short-form videos, tweets, stories, and even live interactions, to broaden their impact.

Common Pitfalls in Music Marketing

Jakori shared that many artists fail because they approach marketing with unrealistic expectations. Some invest $500 and expect viral results, only to become disheartened when their song doesn’t blow up overnight. The duo underscored that marketing is a marathon, not a sprint. Campaigns often require consistent effort over months or even years before yielding significant results.

Another common issue is the reluctance of artists to treat content creation as a creative extension of their artistry. Jakori noted, “Why does your creativity stop at your music? Your videos and content should be as imaginative and compelling as your songs.” He urged artists to embrace content as an essential tool, not a burden.

Patience and Perspective: The Long Road to Success

Sean highlighted that even seasoned executives with extensive resources plan for two years of work before an artist reaches significant success. Independent artists, with fewer resources, often lose patience after just a few months. However, persistence and steady growth are key.

Drawing an analogy to learning an instrument, Jakori said, “You wouldn’t expect to master the guitar in three hours of practice. Marketing and building your brand work the same way. It takes time.”

Content Strategy: The Backbone of Marketing

The No Labels Necessary team emphasized that content isn’t just about quantity but also about understanding your audience. They explained that platforms like TikTok serve as modern discovery hubs, much like SoundCloud in its heyday. However, posting music alone isn’t enough.

“Content is how people find you, but it’s also how they connect with you,” Sean said. Artists should aim to engage fans with content that reflects their personality, music, and unique story.

For instance, they cited success stories where micro-influencers with as few as 5,000 followers helped songs gain millions of views. Jakori described how their team sometimes goes as far as sending influencers props or costumes to make their collaborations more impactful, demonstrating the level of creativity and personalization involved in successful campaigns.

Key Takeaways for Artists

Create Relentlessly: Make at least 30 unique pieces of content for each song release to test ideas and maximize engagement.
Think Beyond the Song: Treat your marketing and content creation as extensions of your artistry.
Stay Patient and Consistent: Understand that building a career takes time and perseverance.
Collaborate with Influencers: Partner with creators who align with your brand and audience, and invest in personalized strategies for them.
Learn and Adapt: Experiment with content and learn from what works to refine your strategy over time.

The Power of Vision and Hunger

To close, Sean and Jakori stressed the importance of vision and hunger. Vision inspires those around you to believe in your journey, while hunger drives the persistence necessary for success. Without both, artists risk limiting their potential.

“Greatness requires vision,” Sean said. “If you’re not a visionary, you’re capping your success.”

This episode of the One More Time Podcast was a reminder that success in music isn’t just about talent—it’s about strategy, persistence, and a willingness to embrace every aspect of the craft, including marketing. By focusing on actionable goals like producing 30 pieces of content and fostering collaboration, independent artists can carve their own paths to lasting success.