Nov. 20, 2025
If You’re Overwhelmed by Social Media… Start Here.
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In today’s episode of the Music Business Newsletter with Matthew Rix, I’m answering an email from a 25-year-old indie-pop artist who’s feeling crushed under the weight of social media expectations.
He’s been releasing music since 2020 and built a small but real foundation, with 3,500 monthly listeners and a couple of songs in the 10–15k range. However, lately, it feels like he is drowning in advice telling him he needs to be on every platform if he wants to grow.
TikTok… Reels… Shorts… YouTube… Discord… Threads…
It’s endless. And it’s killing their motivation actually to make music.
In this episode, I break down:
-Whether artists truly need to be on every platform
-How to choose the right platform for your personality and music
-Why quality beats quantity (even in the algorithm era)
- How to grow without burning out
-And why trying to be everywhere usually leads to being nowhere
If you’re overwhelmed, stuck, or quietly panicking about posting more this episode is going to feel like a breath of fresh air.
Got your own question?
Go to https://MatthewRix.com the more details you share, the better advice I can give.
Listen to Mattrix Minute for daily Music Business insight without the music industry hype.
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Hey, this is Matthew Ricks and today on the Music
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Business newsletter, we got an email from an indie rock
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artist who wants to know how many social media accounts
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should he be running and have. But before we dive
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into this email, I ask you to go ahead and
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click subscribe to this channel. Leave me a comment if
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you agree or disagree, make sure to share with your
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friends who are in the music industry. And if you
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have a question on the music industry that you'd like
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for me to answer, just go to Matthewicks dot com
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click submit your question, give me as many details as possible,
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and we'll answer it here on the channel. So let's
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dive into this email. He says, Hey, Matthew, my name
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is Bob. I got a question that I've been honestly
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been wrestling with for over a year, now here in
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the water for a year. Well, you came to the
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right place. Let's see if we can help you, he says.
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I'm hoping you can help me sort it out. I
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will try my best, he says. I am twenty five
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years old. I make indie pop alternative music, and I've
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been releasing songs since twenty twenty. So you start around
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nineteen to twenty years old. Good for you, he says,
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nothing crazy has happened. But I've built up a small foundation.
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Small foundation. I've never heard an artist reference they're crowdsized
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fans by saying small foundation. You must not be from
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the States with that. It's too proper, he says. He says,
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I have around thirty five hundred monthly listeners, He says,
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a couple of songs in the ten to fifteen thousand
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range for streaming, and a few hundred people who consistently
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comment or dm me. It's small, but it feels real.
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So you have thirty five hundred monthly listeners, and you
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have a couple of songs getting ten to fifteen thousand
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streams Spotify, Apple Music, YouTube Music, Amazon. Okay, those numbers
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don't really unless you're releasing a new song like every
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six weeks, those numbers really don't add up. I mean,
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I don't know how many songs you have either, you
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don't say, He says, it's small, but it feels real. Well,
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you know, every great fan base started small, he says.
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The problem is I feel like every week someone tells
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me I need to be on another platform if I
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want to grow. Yeah, that happens, he says, between TikTok,
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Instagram reels, YouTube shorts, long form, YouTube, Pinterest, Facebook, Twitch, Discord, threads,
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Blue sky x True Social, Spotify clips. It feels like
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every time I catch up, there's another one popping up
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and I'm already behind again. Yeah, that's a that's a lot.
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So I think as an urt you need to be
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on TikTok. I think as an artist you need to
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be doing Instagram. As an artist, I think you should
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be doing YouTube shorts, long form. I don't really know
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unless you're making music videos or you're doing behind the
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scenes stuff on your videos, I don't really know what
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long form you'd be doing on YouTube. Pinterest. That's an
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interesting one. Now. I don't know a lot of artists
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that are on Pinterest, but I kind of dig it,
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to be honest with you, Like, if you're getting traction
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on Pinterest, that could be like a new avenue there. Facebook.
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I'm not a big Facebook guy, like I don't. I
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don't think Facebook is efficient for artists. I think that
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had Facebook try to be in like MySpace and make
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it like super fan engagement and the music and you
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can play the music and all that. They they're doing
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that now with profiles. I just think it's a little late.
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And I just think that unless you're like a boomer,
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I don't really think that you think of connecting with
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your artist or your favorite artist on Facebook. I don't
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have Facebook. I think Facebook is a complete waste of
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time and it's a wasteland to try to market or
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any of that stuff. Twitch and Discord. I don't really
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know why as an artist you are on Twitch or
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Discord if you have a few hundred loyal people, unless
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you're live streaming. But you can do that on YouTube,
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or you could do that on Instagram. Threads, Yeah, threads
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is I need I actually here, I'm here. I'm gonna
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humble myself. I need to do better on threads. Blue Sky.
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I like how you're on Blue Sky, which is liberal,
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and then you're on X and True Social, which are conservative.
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So I mean, here's thing I got to give you.
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If you are on True's Social and Blue Sky and Pinterest,
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you really are tapping into kind of untouched markets for
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an artist. Now, the problem is not not for Pinterest.
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I think Pinterest might actually be a brilliant idea. I might,
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I might, I might see you on Pinterest. I might
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be posting on Pinterest. The problem is I would get
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rid of Twitch and discord. You don't need it now
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with a couple of hundred followers, and I don't know,
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you don't tell us. I don't think you tell us
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what kind of content you post. The problem with being
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on Blue Sky and True Social X, I think is
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a waistline. I just think I think the podcast audio
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stuff goes on X, but I think that's automated with
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there's there's no lights are on in Nobody's home on
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on my X account, mainly because I just don't like
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the content that I get greeted with when I log
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on X. It's very spammy, it's very AI. It's just
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none of my friends are on X anymore. But the
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problem with you being on Blue Sky and Truth is,
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let's say you pop off on Truth and you're not
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even a Republican, but you just go there because there's
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a fan base there. I don't know if True Social
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is the best place for an indie pop alternative artist.
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It doesn't really truth Maga. People don't really strike me
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as like the indie rock crowd. I could be wrong.
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They just don't strike me as that but the problem
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is that, let's say you blow up on True Social.
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Now you're brain it as like a right wing artist,
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which is okay if you are a right wing artist,
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but then your efforts on Blue Sky are just a
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waste of time. Same thing happens. If you blow up
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on Blue Sky, You're gonna probably get destroyed on True
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Social because you're braided as a liberal artist. So I
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personally would get rid of Truth and Blue because I
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just feel like you're gonna get branded one way or another.
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Spotify clips, yeah, I mean, if you're releasing new music,
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you gotta have a clip up there. So that's what
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I would do. You have a lot going on. I
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freaking love the pinterest idea. I really do long form
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I just but I here's the thing. I don't know
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what you're posting on YouTube for long form content. But
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I'd get rid of Facebook as well. So I would
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narrow it down to TikTok, Instagram, YouTube shorts, Pinterests, threads,
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and Spotify clips. I would get rid of X, True Social,
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Blue Sky, and Twitch Discord. Yeah, I would cut half
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of those out. Yeah, he says, I'm not lazy, I'm overwhelmed. Well, yeah,
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because you just listed like fifteen social media accounts and
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you might be getting minimal traction on all of them,
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which does make it hard to stay motivated. He says,
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I spend more time trying to figure out what to
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post and where to post it than making music. Well yeah,
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I mean, if you're trying to, you know, in one
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post appease the Maga crowd, and then the next post
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you're trying to appease on Blue Sky, the anti Maga crowd.
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Then you're trying to like discord and twitch it up,
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and then you got to do something That's a lot
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of work. Man, that is a lot of work, And
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I would focus on the three four and just rock
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out there. He says. I spend more time trying to
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figure out what to post and where to post them
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making music. Well, right, you're you're sacrificing your art to
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be an influencer and a content creator. I suck at
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social media, Like, I absolutely suck at it. I just
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do like, I don't spend a lot of time. I
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edit videos, like I'll make reels and I'll edit those
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because I'll just compile a bunch of But that's really
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because I just make like I'll take a video of
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something that's twelve seconds long, and I'm like, well, it's
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not long enough to post, so I just compile it
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and then I move it around. I do enjoy that,
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sometimes it does. I mean I did one video from Vegas.
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It had twenty two thousand views on it, like in
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a weekend. Then I posted another one from Vegas and
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it had like three hundred views. So but I suck
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at I suck at social media. I really do. I
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need to get better at it, He goes. I spend
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more time trying to figure out what to post and
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where to post them making music, and then I end
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up posting nothing because I'm exhausted before I even start. Well,
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when you're mapping out your daily content schedule and you
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got to do fifteen different things to send the same message, yes,
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that would be very exhausting. You're spreading yourself out way
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too thin here, and it is getting in the way
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of your music. He says. It makes me feel like
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I'm failing at something that shouldn't even be the main
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part of the job. Well, you build a brand. You
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getting people excited and aware of your music is your job.
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I just don't know if it's on Twitch and Discord
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and truth Social and X and long form YouTube and
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Blue Sky, and yeah, that's where your problem is. He goes,
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So my questions that are keeping me up at night.
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Do I actually need to be everywhere to grow? Absolutely not?
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Or is that just something people say. I think it's
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something people say when they have a team who's doing it.
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I think it's guys on YouTube who want to sell
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you a package and they spend zero time on their
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content because they have a gang of team members who
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do it. I think you need to focus on the
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ones that are there. Let's be real here. As an artist,
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probably not a lot of people on Blue Sky, Probably
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not a lot of people on True Social. I don't
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know who's on X anymore besides models who want to
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sell you a monthly service and political people and robots.
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So I get rid of that. If you're getting traction
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on Pinterest. If you are getting traction on Pinterest, I
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continue doing Pinterest because I think it's an untapped market
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and it's not political. You know, True Social and Blue
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Sky are very political, and you don't want to get
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branded because then you're gonna make the other side hate you.
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And as an artist, your job is to let everybody
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discover and fall in love with your music, not just
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one half of the country or the other. He says,
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If I can only pick one or two platforms, how
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do I choose? Well, I don't think you do one
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or two. I think you do Instagram, TikTok, YouTube shorts,
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and then when you put a new song out, throw
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it up on Spotify clips. Once again, if pinterest is
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getting attraction, do pinterest, he says. If, he says it
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is consistency really more important than quality, Yes, absolutely, the
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algorithm wants to know you're consistent. We're actually seeing now
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with these newsletters, which, by the way, thank you to
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everybody who's been watching. The watch time is crazy. The
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views are up. When we first started doing this a
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few weeks ago, plays weren't great. But the more that
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we're consistent, the algorithm learns us. The algorithm is now
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putting us out to more people. So what actually happens
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is now we don't have to pay for advertising to
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submit your question in or blast it out to the
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people on the email list, because people are now watching
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the emails and they're sending it in questions. And that
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only happens because of consistently posting. Now, I need to
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get better consistently posting on TikTok and Instagram. But we're
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all on a journey together, aren't we. He says, How
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do artists avoid burning out from being content from being
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content creators instead of musicians? Well, they're not on seventeen
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different things. And also, I wonder if you're you did
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say that you're creating something. You got to create all
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this different stuff, right, So are you making separate videos
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for Instagram versus TikTok? And yeah, don't do that. That's
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a waste of time. Make one video, put it out
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there because you're gonna hopefully be hitting different algorithms and
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different people because you have you know, you have people
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who are loyal on YouTube shorts, you have people who
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are loyal to Instagram, people who are loyal to TikTok.
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They might not find you because of the algorithm on Instagram,
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but they will find you on TikTok or they will
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find you on YouTube shorts. He says, is it possible
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to build a career if I just can't keep up
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with the algorithm stuff? It's I mean, anything's possible. It
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just becomes a lot more difficult. But you're spending your
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time on Twitch and discord, Like, that's just dumb. Just
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stop that. He says, sometimes I feel like the pressure
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to be online is sucking the joy out of making music. Well,
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when you're stretched that, then yes, it would be. It
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absolutely would be. I don't post consistently because I don't
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think about it, like I just like, oh, you know,
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it's one of those like when you take the dog
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out in the morning, you're like, ah, crap, I forgot
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to post for the last four days, and then I'll post.
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You know, you'll notice if you go to my Matthew Rick's,
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like my main Instagram account, I'll post and then I'll
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