There are some musicians who are worried about working with the companies that specialize in music marketing. Some of them might have had negative experiences with these sorts of organizations in the past. Other people might just be concerned about partnering with these companies because it’s something of an unfamiliar arrangement.
Musicians are creative people, and they might be afraid that a marketing company will force them to dilute their content. Some musicians live in fear of being forced to try to appeal to a popular audience when they are interested in promoting their own personal visions. It’s been said that this is one of the most fundamental conflicts that most musicians and artists will experience.
However, that doesn’t mean that musicians should avoid working with marketing companies altogether. It just means that they need to work with the right marketing companies. There are plenty of marketing companies that are willing to offer musicians a much more customized approach to marketing. They won’t force musicians to work around their marketing campaign strategies. Instead, they will try to create an approach that is much more tailored to the output of specific musicians.
There are some musicians who might go too far in the other direction, of course. They might be so interested in becoming successful that they will happily change their sound in order to impress people, and they will want marketing professionals to guide them on how that should work. This is truly not the best approach either, especially since some marketing professionals won’t want to do this.
Marketers in this particular niche are interested in getting the word out about specific musicians. They’re not just promoting music in general. There is no reason to try to be a generic musician when working with a group that wants a specific musician.
It’s hard to say whether or not being a generic musician will even work today. There are too many people like that, almost by definition, and they’re not going to be able to stand out in a world of millions of musicians. Many marketers are well aware of that these days, and that is one of the reasons why they are interested in making certain distinct musicians famous. They have the tools to make that happen, and the musicians themselves are not going to have to change in the process.