< The Marketing Dilemma

Over the past few years I’ve learnt that I’m not adept at dealing with publicity. It threatens to turn inspiration into obligation and brings up a demon or two when I’m going through the lows. Dealing with support and critique every day robs me of the personal relationship I try to keep with my work. In a way, just the knowledge that it’s out there creating so much discussion and expectation can be a difficult thing for me to deal with mentally. If I pay it too much of my heart and attention, it destroys my interest in making anything.

I think the problem may lie in the fact that I seem to hang a great deal of self worth and respect on my music and videos. This is often a motive in sharing what I’ve made, and becomes a serious problem when public reaction isn’t as I expected. It’s difficult to treat Pogo objectively as a marketing project, as much as I’d like to. I’ve found I have two sets of motives, the one is to express myself and share my feelings through music, and the other is a desire to make an industry name with albums in stores, campaigns, radio time, etc. Separating these mindsets and using them both practically is a real challenge because in many ways they create conflict of interests. On the other hand, I’m certain they can scratch each other’s backs if aligned well. But that’s the difficulty.

I think Pogo has hit a pretty low ceiling in terms of reach and exposure and I’m taking quite an interest in actively marketing my work beyond simple YouTube and SoundCloud uploads. For a long time I’ve had the mentality that if my music is good enough people will come, and while incredibly this has garnered me more than 100 million YouTube views and a substantial client list, I think it’s still an ant compared to the lion it could be given enough work. Every time I’ve ever compared myself to mainstream artists I admire, the difference has always cropped up the same: Marketing.