https://kelzana.biz/blog daily 0.75 2026-03-26 https://kelzana.biz/blog/now-playing-jan-2026-yfbl2-k6lc9-sbe7g-h4czj-7hrek-aez7d-2zwry monthly 0.5 2026-03-16 https://kelzana.biz/blog/the-tune-up-dec2025-slbd5-m5nhh-3ebxw-my3hb-6bsdz monthly 0.5 2026-03-13 https://kelzana.biz/blog/tiktok-trends-are-killing-your-music-marketing monthly 0.5 2026-03-13 https://kelzana.biz/blog/bridging-the-gap-between-nostalgia-and-a-modern-fanbase monthly 0.5 2026-03-26 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/2be48530-4380-4c2c-9b59-08347aa45d70/DEEP+BLUE+SOMETHING+Website+Header+%281%29.png Blog - Beyond "Tiffany’s": Bridging the Gap Between Nostalgia and a Modern Fanbase https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/3774bb74-2059-4672-83a4-6a5cf542490b/DBS+Case+Study.png Blog - Beyond "Tiffany’s": Bridging the Gap Between Nostalgia and a Modern Fanbase https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/528bc27d-0136-45c9-b6ae-f035f801130e/Screenshot_20260223-201320.png Blog - Beyond "Tiffany’s": Bridging the Gap Between Nostalgia and a Modern Fanbase https://kelzana.biz/blog/the-tune-up-dec2025-slbd5-m5nhh-3ebxw-my3hb-sys3z monthly 0.5 2026-02-10 https://kelzana.biz/blog/the-tune-up-dec2025-slbd5-m5nhh-3ebxw-my3hb monthly 0.5 2026-02-07 https://kelzana.biz/blog/what-are-the-4-pillars-zrf9n-pmae3-ddpd5-e5ly9-7znc7 monthly 0.5 2026-02-07 https://kelzana.biz/blog/now-playing-jan-2026-yfbl2-k6lc9-sbe7g-h4czj-7hrek-aez7d monthly 0.5 2026-03-16 https://kelzana.biz/blog/now-playing-nov-2025-yfbl2-k6lc9-sbe7g-h4czj-7hrek monthly 0.5 2025-12-03 https://kelzana.biz/blog/the-tune-up-dec2025-slbd5-m5nhh-3ebxw monthly 0.5 2025-12-03 https://kelzana.biz/blog/what-are-the-4-pillars-zrf9n-pmae3-ddpd5 monthly 0.5 2025-12-02 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/2d26932c-509c-47d4-a0a7-6c0966ce9f01/4V2A9127%7E3+%281%29.jpg Blog - “What are the 4 pillars that the best-performing music marketing campaigns focus on?” Our December QOTM! - A music marketing campaign doesn’t have to be rocket science BUT because there are so many possibilities in the realm of marketing, it might feel like it at the beginning. To make things attainable, we focus our efforts on 4 pillars to ensure we are hitting all sides of the campaign without getting overwhelmed. So what are these pillars…? 1. Artist Brand: It’s best to start with what is NOT an Artist Brand. It’s not your logo, definitely not your profile pic, or the filter you think makes you “edgy.” It’s who you are. It’s the story behind your music, the personality you show, and the reason fans go, “Yep, this is them.” To nail an artist brand in a campaign is to determine which emotions you want to evoke through marketing and combine the visuals and sonic landscape that make it easy for the consumer to identify with the emotions. It’s important, though, to be different enough to be remembered. 2. Release Brand / Song or Album Message: When assessing your campaign, make sure each song or album is their own mini-world that makes sense in the world created around your artist brand. Your release brand sets the stage: curating moods and emotional impact. When your message is tight and consistent with your artist brand, it sticks, resonates, and, most importantly, creates conversation. That's when real momentum snowballs. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/ef62e340-3906-423b-b895-1193f659f944/image_123650291+%281%29.jpg Blog - “What are the 4 pillars that the best-performing music marketing campaigns focus on?” Our December QOTM! - 3. Content Strategy: Posting randomly isn’t a strategy, it’s actually really frustrating haha. Smart content is consistent, meaningful, and the buzz word of the year…authentic. Behind-the-scenes clips, lyric snippets, offbeat studio moments, or even a well-timed meme keep fans coming back. It’s the difference between casual listeners and die-hard supporters. And please, always keep in mind that shareable content will perform each time, which is why relatable content, humorous content, and raw talent content typically does the best on platforms like Tiktok. 4. Targeted Advertising Ads are misconstrued because they, too, require strategy. Well thought out, data-driven campaigns put your music in front of the people who actually care. But without strategy, you are literally setting money on fire. Do your research (or hire an agency that knows what they’re doing) to ensure you have an ad strategy in place prior to running the ads. Pro tip: take one of your highest performing pieces of content relevant to your music career and put some targeted ad-spend toward that. And noooo…please don’t boost your posts. You are funking up your algorithm. Bottom line: Align these four pillars and your campaign stops being a shot in the dark. And once you have these fleshed out, your campaign doesn’t have to stop there. Go back and see how you can add even more creativity to your brand and content strategy. The sky is the limit but starting with structure will help avoid burnout. https://kelzana.biz/blog/the-tune-up-august2025-slbd5-m5nhh monthly 0.5 2025-11-23 https://kelzana.biz/blog/unsigned-rock-alt-bands-play-happens-2026-in-front-of-label-amp-radio-execs monthly 0.5 2025-11-03 https://kelzana.biz/blog/now-playing-oct-2025-yfbl2-k6lc9-sbe7g-h4czj monthly 0.5 2025-10-31 https://kelzana.biz/blog/the-tune-up-august2025-slbd5 monthly 0.5 2025-10-02 https://kelzana.biz/blog/how-do-i-create-an-artist-brand-that-will-resonate-with-fans-our-oct-qotm-zrf9n-pmae3 monthly 0.5 2025-11-26 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/2d26932c-509c-47d4-a0a7-6c0966ce9f01/4V2A9127%7E3+%281%29.jpg Blog - “How Do I Create an Artist Brand That Will Resonate With Fans?” Our October QOTM! - Kelsy: I believe in authenticity as the #1 ingredient to making your artist brand resonate. Often I believe artists, especially those who have already been in the spotlight, can get caught up in how they feel they should be perceived, trying to emanate a brand that is not really reflective of their true selves. This inevitably creates problems down the road, whereas if you put authenticity at the center, at the end of the day, your true fans will resonate no matter how your career or artistry evolves. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/ef62e340-3906-423b-b895-1193f659f944/image_123650291+%281%29.jpg Blog - “How Do I Create an Artist Brand That Will Resonate With Fans?” Our October QOTM! - Tori: To truly resonate with fans, your brand must evoke genuine emotion through consistent behavior across social media, marketing, and live interactions. The starting point is self-awareness (shout out to my journaling girlies who may be ahead of the curve). Instead of inventing a persona that feels foreign to who you are, focus on amplifying the traits that already define you. Creating a character that contradicts your core identity may work temporarily, but it quickly becomes exhausting and unsustainable because you are essentially putting on a mask everyday. Spoiler: the mask will slip eventually. A simple exercise to begin cultivating your self-awareness is to list a few core values & your strongest personality qualities. Then imagine how they might come together as a larger-than-life version of yourself. For example, if you choose core values like curiosity and justice and your personality is charismatic & outspoken, picture how those traits combine into a recognizable persona. Then connect these traits back to your story. Did you overcome challenges of being outcasted as a young child and developed resilience and a sense of empowerment as a result? Think about why you are this unique mix, and how it shapes your perspective. Once you define your values, personality, and story, you can explore which artist brand archetype best represents you. If you do this exercise and are still unsure of your artist archetype, take our Kelzana quiz here. From there, begin developing your visual identity. Get CREATIVE with this! Create a Pinterest board or magazine collage that captures your aesthetic. Pay attention to the colors, fonts, and styles you are naturally drawn to. This becomes the visual foundation of your brand and ensures consistency whether you are performing live or posting online. Then the magic comes with pairing your sonic identity with your visual identity. You can always evolve from there but this is a solid foundation that can launch your career into one that will be taken more seriously because you’ve done the work. Bonus Question: How to create social media content that resonates with your audience once you have your brand defined. Make sure your brand story shows up clearly in your content and on your platforms. For example, using the example above, if your brand centers on social justice and you're charismatic & outspoken with a story about resilience, speak up about causes and topics you care about both on stage and across platforms. Consistency is what allows your audience to recognize you and connect more deeply. https://kelzana.biz/blog/now-playing-sept-2025-yfbl2-k6lc9-sbe7g monthly 0.5 2025-10-03 https://kelzana.biz/blog/whats-your-artist-brand-archetype-find-your-true-identity monthly 0.5 2025-10-02 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/577ab1b4-f3fe-4dd3-8702-231818d46ea2/image+%282%29.png Blog - What’s Your Artist Brand Archetype? Find Your True Identity! - The Innocent Optimistic, Pure, Uplifting The Innocent finds joy in simplicity and radiates positivity. Their brand is wholesome and their music is a beacon of hope and happiness. Think Dolly Parton: Her songs radiate positivity, simplicity, and wholesome joy. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/82164671-8aca-4596-a244-ebaeb409a398/image+%283%29.png Blog - What’s Your Artist Brand Archetype? Find Your True Identity! - The Everyman (or Everywoman) Relatable, Down-to-Earth, Authentic The Everyman (or Everywoman) is the artist next door. Their brand is built on authenticity and a deep connection to universal experiences, making them incredibly approachable and trustworthy. Think Kacey Musgraves: Her songs about daily life make her approachable and relatable. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/5ae41b15-f71c-403f-ad89-3817dc8ee3d7/image+%284%29.png Blog - What’s Your Artist Brand Archetype? Find Your True Identity! - The Hero Faces Trials, Overcomes, Inspires The Hero embodies strength and resilience. Their brand is a powerful story of overcoming challenges, inspiring their audience to be brave and rise above adversity. Think Demi Lovato: They embody resilience and strength, inspiring through their journey. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/035b1a26-0ede-4473-9bad-0549da5879a5/Chappell-roan.jpg Blog - What’s Your Artist Brand Archetype? Find Your True Identity! - The Outlaw Rules Don't Apply, Disruptive, Edgy The Outlaw is the rebel of the music world. They challenge norms, disrupt the industry, and build a brand for those who feel like outsiders. Think Chappell Roan: Her unconventional style and brand challenge industry norms. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/309329d6-a172-4e32-bc0f-2fe70f4b0516/rosalia.jpg Blog - What’s Your Artist Brand Archetype? Find Your True Identity! - The Explorer Freedom, Adventure, Discovery The Explorer’s brand is a journey. Their music blends genres, cultures, and sounds, taking listeners on an unforgettable sonic adventure. Think Rosalía: She blends genres and cultures to create a new world sonically. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/062a6f4f-7ae6-4c4c-83b9-cbb8e46c6fef/GettyImages-2197311586-6f0e9ca10f1949f882cd2e725cbcaaac.jpg Blog - What’s Your Artist Brand Archetype? Find Your True Identity! - The Creator Innovative, Visionary, Builds Something New The Creator is the ultimate artist. Their brand is defined by artistic experimentation, constant reinvention, and a desire to build entire worlds with their music. Think Lady Gaga: Known for artistic experimentation and building entire worlds with her music. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/ea05b7a7-337b-45a6-ad46-c930d87c9cdc/250203_niecynash1__2025-02-03T161516.000Z-873x1080.jpg Blog - What’s Your Artist Brand Archetype? Find Your True Identity! - The Ruler Commanding, Structured, Leadership Energy The Ruler is an icon. Their brand commands respect, exudes confidence, and is built on a legacy of dominance and control in the industry. Think Beyoncé: She embodies empowerment and commands respect and control. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/d24362d4-f5d5-414a-9d3e-42cbe2a22a16/stevie-nicks_0.jpg Blog - What’s Your Artist Brand Archetype? Find Your True Identity! - The Magician Transformative, Makes the impossible real The Magician’s brand is mystical and enchanting. Their music creates a sense of wonder and possibility, leaving listeners feeling transformed. Think Stevie Nicks: Her mystical and spiritual persona, and enchanting voice create a magical aura. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/db856740-089e-4640-97aa-417626d506cf/jhene-aiko.jpg Blog - What’s Your Artist Brand Archetype? Find Your True Identity! - The Lover Passion, Intimacy, Beauty, Connection The Lover’s brand is all about emotion. Their music is romantic and ethereal, weaving emotional stories that build a deep, intimate connection with the audience. Think Jhené Aiko: She is known for romantic, ethereal, and emotional storytelling. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/0b2a19bf-2cc6-4b6b-a4de-eea08a7d0a94/EORT76VSZBH2TEJTCGAFEK43EQ.jpg Blog - What’s Your Artist Brand Archetype? Find Your True Identity! - The Caregiver Nurturing, Supportive, Healing The Caregiver is the comforting presence. Their brand is built on empathy, providing a safe space for listeners and soothing them with gentle songwriting. Think Norah Jones: Her comforting voice and gentle songwriting are soothing and healing. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/0ffcc003-e3b9-423c-82a2-da58f6cb4b61/Doja-Cat.jpg Blog - What’s Your Artist Brand Archetype? Find Your True Identity! - The Jester Playful, Fun, Irreverent The Jester’s brand is all about breaking the tension. They are clever, funny, and unpredictable, using humor and wit to connect with their audience. Think Doja Cat: She is clever, incredibly meme-friendly, and unpredictable. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/db7ac51d-facf-48c1-a988-5bf6eff7669a/BW_JOM001.jpg Blog - What’s Your Artist Brand Archetype? Find Your True Identity! - The Sage Wisdom, Reflection, Depth The Sage’s brand is built on wisdom and reflection. They are the philosophers of music, offering deep insights and universal truths through their lyrics. Think Joni Mitchell: She is philosophical and reflective, offering wisdom through her lyrics. https://kelzana.biz/blog/the-tune-up-august2025 monthly 0.5 2025-09-30 https://kelzana.biz/blog/why-is-developing-your-artist-brand-so-important-our-june-qotm-zrf9n monthly 0.5 2025-09-29 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/2d26932c-509c-47d4-a0a7-6c0966ce9f01/4V2A9127%7E3+%281%29.jpg Blog - “Is TikTok still worth it in 2025?” Our September QOTM! - Kelsy: I used to be skeptical of TikTok, but as I've learned more about how it works and the type of audiences that live on the platform, I've come to see it as a useful tool for artists to iterate and find fans. We frequently tell artists to use TikTok as a content testing ground. Compared to Instagram, it's a much more low stakes, raw platform to try things out, see what works, and adapt. I've also found that going Live on TikTok can be an excellent way to engage fans, find new fans, and even make a little bit of money, thanks to the built-in monetization features. I think it's important in 2025 for every artist to explore TikTok as a crucial piece to their overall marketing and fan engagement strategy. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/ef62e340-3906-423b-b895-1193f659f944/image_123650291+%281%29.jpg Blog - “Is TikTok still worth it in 2025?” Our September QOTM! - Tori: Are you interested in finding your audience for free if it were to come at the cost of a bit of time and effort? If so, then yes, Tiktok is 100% worth it in 2025 but we are dealing with an interesting phenomenon, which is the over-saturation of content. What that means for you, as an artist, is that you are competing not only with other artists but with other forms of attention-grabbing media (Netflix, Youtube, Reels, Facebook Shorts or whatever they call them on Facebook, etc). That said, to break through isn't impossible, but it will take patience and studying what is working for artists in a similar genre and what is working for you as you continue to post. One piece of advice: don't overcomplicate by trying to reinvent the wheel. Not every type of content will work for you, but the more you study what is and is not resonating, the better at the social media game you'll get and the less time you will spend thinking of ideas and executing on them. Sure there are ways to batch content and structure it and even schedule it out. But the number one thing that will help you on Tiktok is being okay with flopping over and over, not taking it personally. And once a video gets a little more views than usual, question why? Was it the overlay text, the time you posted, the hook you included, the part of the song you chose? Then double down and get better at the answer to the "Why." Once you start simplifying and being a bit more strategic in what you are posting (but NOT overcomplicating it), you will see that TikTok is worth it in 2025 for almost all genres. If you want a more personalized answer, reach out to Kelzana and we can walk you through strategies that can improve your own Tiktok presence. https://kelzana.biz/blog/now-playing-june-2025-yfbl2-k6lc9 monthly 0.5 2025-08-27 https://kelzana.biz/blog/why-is-developing-your-artist-brand-so-important-our-june-qotm-hezn7 monthly 0.5 2025-08-12 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/1748979973739-7TIW27IJP5E33ARTB4TS/Kelsy-website.jpg Blog - “What is the biggest misconception about sync licensing for indie artists?” Our August QOTM! https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/1748979974893-M1VKMI4JSD5XOUE5YOOM/Tori-website.jpg Blog - “What is the biggest misconception about sync licensing for indie artists?” Our August QOTM! https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/1748980253744-NW9JJOVQEPXEUPIM2XAB/Helen-website.png Blog - “What is the biggest misconception about sync licensing for indie artists?” Our August QOTM! - Helen says: Sync licensing is a game of networking, talent, and perseverance. While it may not lead to a steady and consistent source of income, landing one lucky song in a hit film, TV show, or other breakout audiovisual project can lead to a steady royalty. Integrating sync into your revenue streams as an artist is just another piece of the puzzle to be financially stable as an independent artist. I agree with the caveat, and I would also discuss the reality in thinking about creating a “sync alter-ego” in which artists can create music just for sync outside of their authentic selves as artists. In other cases, artists can work to become a niche specializing in a specific genre or genres, and be a go-to composer for certain projects in order to feel they are not sacrificing their authenticity for profit. The bottom line is that Music Supervisors can be people of habit. Once they find artists who have all their music metadata and paperwork in order, they are more likely to return to them for future projects. https://kelzana.biz/blog/now-playing-june-2025-yfbl2 monthly 0.5 2025-07-29 https://kelzana.biz/blog/why-is-developing-your-artist-brand-so-important-our-june-qotm monthly 0.5 2025-08-12 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/2d26932c-509c-47d4-a0a7-6c0966ce9f01/4V2A9127%7E3+%281%29.jpg Blog - “Why is developing your artist brand so important?” Our June QOTM! - Kelsy says: Developing and defining your artist brand is crucial to finding the right audience! If your brand is not well-thought out and authentic, you will likely get to a point where things break because people are not connecting with it on the level you need in order to be sustainable. I recommend prioritizing authenticity in artist's brands first and foremost, because if the brand feels real to the artist, it will likely feel real to people. If it comes across as forced, inauthentic, or too broad, it will not resonate. In a landscape where human creators are now being forced to compete with AI creators, it's even more crucial to prioritize authenticity and realness in your brand. Human artists can foster stronger connections with their fans by sharing their unique personal stories and human struggles, and also by emphasizing the creative process and live performance aspects of their music. I believe these will be the core elements necessary to stand out and have a successful career, as we continue to move through this new era. Champion the unique qualities that make you, YOU. Stop questioning whether something will be sellable or marketable, and instead focus on creating the most authentic brand to you. If it's authentic, real, and contains depth, I promise you that it can be marketed! https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/ef62e340-3906-423b-b895-1193f659f944/image_123650291+%281%29.jpg Blog - “Why is developing your artist brand so important?” Our June QOTM! - Tori says: An artist brand is one of the most important aspects to an artist's career. It's also one of the trickier ones to develop alone because there are a million paths to get there, and most of them are inauthentic. You can't just be Charli XCX or Lady Gaga. Though you can draw inspiration from your favorite artists, that can't be the essence of you and your brand... because it already exists. And while many think of a brand as a color palette, fonts, and a consistent aesthetic, it actually runs so much deeper than that. Every fan interaction, every Instagram, story shared, even down to the comments an artist makes on another person's account ties back to their brand. And the more an artist fleshes out their "story," the easier it is to think about these micro branding moments and essentially tie everything back to it to create a cohesive brand. It's not just the photos you have or the colors you use, it's the story you tell within every tiny interaction you have on and offline. So how do you find your "story?" This leads to the ultimate point that if you can take all the fascinating aspects that already exist within yourself and create a caricature of that, then your brand will feel not only more authentic, but will be more fun to portray, because you know you are being seen in a performative light that ties back to yourself. The "mask" you put on for others doesn't feel icky or deceiving because, at its core, it is you. So where do you begin? Write down your actual story and then be selective in the parts you do and don't want to share with the world. Take into consideration your plot, your antagonists, challenges you've actually had to overcome. You can then start to envision how you can build a world worth visiting. Piece by piece it all starts to make sense, and the more time you dedicate to your brand, the easier everything else will be in your career. https://kelzana.biz/blog/now-playing-june-2025 monthly 0.5 2025-07-07 https://kelzana.biz/blog/how-often-should-i-post-on-social-media-our-january-qotm-8hc5x-jhj8d-gtf49 monthly 0.5 2025-06-26 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/2d26932c-509c-47d4-a0a7-6c0966ce9f01/4V2A9127%7E3+%281%29.jpg Blog - “Is it important for artists to have a website, or are social media and streaming platforms enough?” Our May QOTM! - Kelsy says: Yes, it is important for artists to have a website! Your website is your digital home that you own. I like to think of social media and streaming platforms as a rental - all of your presence on those platforms could be taken away from you quite easily, whereas a website is like your own little slice of the internet. Having a website with good SEO is also extremely important for ensuring potential fans and industry connections can find you! My favorite site builders for artists are Squarespace and Bandzoogle. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/ef62e340-3906-423b-b895-1193f659f944/image_123650291+%281%29.jpg Blog - “Is it important for artists to have a website, or are social media and streaming platforms enough?” Our May QOTM! - Tori says: I am a BIG proponent of a musician having a website because the more streamlined an artist's presence is, the easier it is for a fan to dive into their world. Websites can serve as EPKs, can link to everything the artist has going on, and house merch stores, key contacts, etc. In addition, it helps the artist become more easily searchable when using search engines like Google. Honestly the only downside is that there is an additional cost and you must keep it updated regularly. Though there are cheaper options that can scale with your career like Bandzoogle! Start first with a basic landing page and as you build your brand and presence, you can always upgrade to the features needed. Anything is better than nothing. https://kelzana.biz/blog/now-playing-february-2025-swn4w-28y7n-k6bt8 monthly 0.5 2025-05-31 https://kelzana.biz/blog/now-playing-february-2025-swn4w-28y7n monthly 0.5 2025-04-30 https://kelzana.biz/blog/fitness-for-musicians monthly 0.5 2025-04-30 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/783f60e3-8ff0-4976-a7cd-0e4db3ef5b5e/JGrant.jpg Blog - Why Does Fitness Matter for Musicians? Building Focus, Confidence, & Reducing Stress - Jeremy Grant, from Backstage Wellness, weighs in: Jeremy Grant is a dedicated health coach, personal trainer, musician, and founder of Backstage Wellness. With an MSc in Health Promotion and over three decades as a professional musician, he combines expertise in wellness and performance to help musicians and high-achieving professionals reach their peak potential. Through Backstage Wellness, he delivers tailored coaching programs that address physical activity, stress management, nutrition, sleep optimization, and performance strategies. His passion lies in creating personalized wellness solutions based on each client's unique goals, empowering them to take control of their health and perform their best, both on and off stage. https://kelzana.biz/blog/now-playing-february-2025-swn4w monthly 0.5 2025-03-18 https://kelzana.biz/blog/how-often-should-i-post-on-social-media-our-january-qotm-8hc5x-jhj8d monthly 0.5 2025-04-26 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/2d26932c-509c-47d4-a0a7-6c0966ce9f01/4V2A9127%7E3+%281%29.jpg Blog - “Do digital ads actually pay off for musicians?” Our March QOTM! - Kelsy says: I get asked about ad campaign ROI for artists constantly. It varies wildly, but here's a snapshot from a recent, highly targeted Instagram-to-Spotify album campaign: we spent $1.15 per Spotify album save/stream/follower, and $1.61 per conversion showing future intent (saves/followers). While 400 streams might seem needed to break even, focusing on fan conversion matters more. For this artist, 10 vinyl sales at $25 covered the ad spend. With 1692 monthly listeners, converting just 0.59% to vinyl buyers achieves the same. Key takeaways: smart targeting is crucial. Know your audience. Then, engage your streaming fans. Use Spotify for Artists effectively: 1) Connect BandsInTown for concert promotion. 2) Link your Shopify merch store, even for print-on-demand. 3) Add a bio and links! Even unclickable URLs help. "Support me at mywebsite.com" is better than nothing. Finally, artists: treat your music like a business. Advertise, sell, and don't be afraid to ask for support. It's how you make a living. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/ef62e340-3906-423b-b895-1193f659f944/image_123650291+%281%29.jpg Blog - “Do digital ads actually pay off for musicians?” Our March QOTM! - Tori says: “Ah yes, the age old question! In my experience, digital ads can pay off for music artists, but they work best as part of a larger strategy. It’s not just a “oh, we’ll run ads and see growth in the immediate.” While they certainly help with visibility, the real success comes from combining them with strong branding, engaging content, fan interaction, and other organic growth efforts. I mean, ads are an awesome tool, but it takes time to see what works best for you according to your goals. If you want to build a community, focus on engagement-specific ads and if you want more followers, focus on follower-specific ads. Personally, though, my biggest piece of advice is to spend your time working on your brand first and make sure you are rolling out good content and then invest in ads. https://kelzana.biz/blog/rsvp-for-coffee-amp-conversations-on-february-28-2025 monthly 0.5 2025-03-11 https://kelzana.biz/blog/how-often-should-i-post-on-social-media-our-january-qotm-8hc5x monthly 0.5 2025-03-11 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/2d26932c-509c-47d4-a0a7-6c0966ce9f01/4V2A9127%7E3+%281%29.jpg Blog - “What’s the best way for independent artists to market a new single?”: Our February QOTM! - Kelsy says: “Give yourself at least 2 months of lead time! I see a lot of independent artists release music with a week or two of promo time, which is like starting a marathon five miles behind the starting line. I always recommend artists get their single set up for distribution at least 6 weeks ahead of the release date. This will leave time for any possible distribution issues to be ironed out, as well as time to start promoting! Having some promo content around the song ready to go at least a few weeks before the release date will also make your life a whole lot easier. Focus on building buzz and interest in the music and establish why people will want to hear it, versus simply sharing the news. Set out your overall release promo schedule to be around 8 weeks total, with the release date somewhere in between. There is technically no steadfast rule, but it takes time to create buzz and interest - on average a listener needs to see something 7 TIMES before they’ll act on it!” https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/ef62e340-3906-423b-b895-1193f659f944/image_123650291+%281%29.jpg Blog - “What’s the best way for independent artists to market a new single?”: Our February QOTM! - Tori says: “Of course each strategy will look differently for each artist and for each single, but there are some general rules of thumbs that I would recommend: Start at least two months ahead by listing everything that needs to get done before you release your song (upload single to distributor, select specific release date, post on social media, etc). Build out a content calendar for at least the 21 days before release and a few weeks after. Be specific and plan when to film and post. Be sure to film multiple pieces of content in one day, so that you don’t have to create content multiple times a week. Set up a way to collect emails so you can send exclusives to your biggest fans. Begin promoting at least 21 days before release. Keep momentum going for a week or two after release with creative (not spammy) content. It’s important to know that marketing doesn’t stop on release day!” https://kelzana.biz/blog/an-independent-artist-showcase monthly 0.5 2025-03-14 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/84d36d06-6eb0-41b4-8b86-cb97df5172b7/image0.jpeg Blog - an independent artist showcase: artists announced! - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/fcc480b9-029f-4eab-9772-2bf2cb8d22fa/IMG_7043+%282%29.jpg Blog - an independent artist showcase: artists announced! - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/ea010d45-06df-4d25-a7f4-486c39cac4e1/19BWn0qecBguOKxS79HcrWaTt-mphr5k Blog - an independent artist showcase: artists announced! - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/8b8fe7f2-d509-4284-bbf1-b89922b01ee6/Foothills+Photos+1.png Blog - an independent artist showcase: artists announced! - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://kelzana.biz/blog/now-playing-february-2025 monthly 0.5 2025-03-12 https://kelzana.biz/blog/now-playing-january-2025 monthly 0.5 2025-02-27 https://kelzana.biz/blog/how-often-should-i-post-on-social-media-our-january-qotm monthly 0.5 2025-02-21 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/ef62e340-3906-423b-b895-1193f659f944/image_123650291+%281%29.jpg Blog - “How often should I post on social media?”: Our January QOTM! - Tori says: “There’s no magic number, but aiming for at least 10 high-quality posts per month can significantly boost your chances of generating meaningful engagement and growing your platforms organically. Pro tip: Avoid posting the same content at the same time across all platforms. Instead, stagger your posts to ensure they reach diverse audiences and keep your content fresh. The key to social media success lies in a combination of strategy and consistency.” https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/2d26932c-509c-47d4-a0a7-6c0966ce9f01/4V2A9127%7E3+%281%29.jpg Blog - “How often should I post on social media?”: Our January QOTM! - Kelsy says: “There’s not really a specific answer to this question - the most important thing to have in mind is consistency! So you may post once a week, every day, or twice a month. Regardless, always be consistent. The second priority should be to keep your content varied. There are lots of ways to think about this, but one I’ve been hearing about a lot lately is the funnel strategy. At the top of your funnel is content that is broadly interesting and/or relatable (still brand-aligned though ;)), such as walking your dog or a funny workplace situation. The middle of your funnel is content that pulls people into your music, such as lyric videos or performance videos. The bottom of your funnel is content that turns followers into fans, such as behind the scenes, lyric deep dives, and more personal content about the music + you.” https://kelzana.biz/blog/album-release-campaign-using-data-driven-targeted-advertising monthly 0.5 2026-02-24 https://kelzana.biz/blog/kelzana-artist-managements-2024-recap monthly 0.5 2025-02-27 https://kelzana.biz/blog/kelzana-2024-wrapped monthly 0.5 2025-03-01 https://kelzana.biz/blog/kelzana-went-viral-on-linkedin- monthly 0.5 2025-02-17 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/71ad2886-fecc-46cd-86b6-b1cd05499705/1+%282%29.png Blog - We went viral on LinkedIn! - We went viral on LinkedIn! Here's the good, the bad, and the ugly... Now did we really want to make a 20 slide text image post about this? No. Did we feel like we needed to showcase our support for indie artists + our deep understanding and constant curiosity of the system so we can do our best to help make it work for said indie artists? Yes. ‍ While we hope the system WILL change more to the favor of independent artists, we do know that this world doesn't change easily nor quickly, especially when dealing with multiBillonaires. So in the meantime, we choose to understand it and do our part to help artists make it work for them, as best as we can. We generated some serious debate, as you'll see here, and even learned about some cool new platforms and ideas. Plus Kelsy's favorite music industry economist even found the post. Enjoy. https://www.linkedin.com/posts/activity-7272346105395200000-GtfJ https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/1739366238852-4YTI88CI16UZO1TSH993/4+%281%29.png Blog - We went viral on LinkedIn! https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/1739366234939-DO6FV5429VT7BHH9Y7ZS/3+%281%29.png Blog - We went viral on LinkedIn! https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/1739366240462-F619ZLSMCQ91SVUH6SYT/2+%282%29.png Blog - We went viral on LinkedIn! https://kelzana.biz/blog/meet-the-co-founder-tori-norman-castillo monthly 0.5 2025-01-29 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/33fc32ba-aa64-47be-a500-22f314f1abc8/2.png Blog - Meet the Co-Founder Tori Norman Castillo - Make it stand out As Co-Founder & Associate Director of Artist Development, Tori Norman Castillo brings a global perspective to nurturing musical talent. A graduate of NYU with a focus on entertainment and business, Tori's diverse background makes her a driving force in the evolving music landscape. With roots in the Appalachian folk/bluegrass scene and experience honed in the indie music world of Madrid, Tori returned to NYC with a specific vision for artist growth. Her core mission is to forge meaningful and lasting bonds between artists and their fans, ensuring sustained growth and mutual support. https://kelzana.biz/blog/kelzana-at-the-digilogue-conference monthly 0.5 2025-02-12 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/096de1ba-788d-43e0-9351-c6b06a089c6a/1+%281%29.png Blog - The Digilogue has two incredible days of learning, connecting, and leveling up at their conference! - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/129c8f00-3ea8-4bb2-9fe9-9b005618b0bf/2+%281%29.png Blog - The Digilogue has two incredible days of learning, connecting, and leveling up at their conference! - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/1739365838144-JXODTG8Y9F9NFSQ1NDSU/4.png Blog - The Digilogue has two incredible days of learning, connecting, and leveling up at their conference! https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/1739365837013-LD7WH4KRL93ZM1T6U0HO/3.png Blog - The Digilogue has two incredible days of learning, connecting, and leveling up at their conference! https://kelzana.biz/blog/voyage-denver-interview-with-kelsy-lartius-miguel monthly 0.5 2025-01-29 https://kelzana.biz/blog/driving-ticket-sales-with-targeted-social-media-advertising monthly 0.5 2026-02-24 https://kelzana.biz/blog/category/The+Tune+Up monthly 0.5 https://kelzana.biz/blog/category/Management+Roster monthly 0.5 https://kelzana.biz/blog/category/Events monthly 0.5 https://kelzana.biz/blog/category/Case+Studies monthly 0.5 https://kelzana.biz/blog/category/Now+Playing monthly 0.5 https://kelzana.biz/blog/category/Question+of+the+Month monthly 0.5 https://kelzana.biz/blog/tag/qotm monthly 0.5 https://kelzana.biz/blog/tag/Paid+Media monthly 0.5 https://kelzana.biz/blog/tag/Testimonials monthly 0.5 https://kelzana.biz/blog/tag/release+strategy monthly 0.5 https://kelzana.biz/blog/tag/health+and+wellness monthly 0.5 https://kelzana.biz/blog/tag/Concert+Marketing monthly 0.5 https://kelzana.biz/blog/tag/content+strategy monthly 0.5 https://kelzana.biz/blog/tag/Now+Playing monthly 0.5 https://kelzana.biz/blog/tag/marketing monthly 0.5 https://kelzana.biz/blog/tag/Digital+Advertising monthly 0.5 https://kelzana.biz/blog/tag/Independent+Artist monthly 0.5 https://kelzana.biz/blog/tag/Brand+Development monthly 0.5 https://kelzana.biz/blog/tag/playlist monthly 0.5 https://kelzana.biz/blog/tag/Case+Studies monthly 0.5 https://kelzana.biz/blog/tag/social+media monthly 0.5 https://kelzana.biz/blog/tag/events monthly 0.5 https://kelzana.biz/artists daily 0.75 2026-01-24 https://kelzana.biz/artists/derekday monthly 0.5 2026-01-22 https://kelzana.biz/artists/mattvonroderick monthly 0.5 2026-01-22 https://kelzana.biz/artists/antisaint monthly 0.5 2026-01-22 https://kelzana.biz/artists/janie-may monthly 0.5 2026-01-22 https://kelzana.biz/artists/label-51-recordings monthly 0.5 2026-01-22 https://kelzana.biz/artists/happens monthly 0.5 2026-01-22 https://kelzana.biz/artists/flatiron-recordings/triptides monthly 0.5 2025-06-17 https://kelzana.biz/artists/label-51/brie-stoner monthly 0.5 2025-06-17 https://kelzana.biz/artists/betty-ke monthly 0.5 2025-10-29 https://kelzana.biz/artists/rempel monthly 0.5 2025-10-07 https://kelzana.biz/artists/livia monthly 0.5 2026-01-22 https://kelzana.biz/artists/plus-ultra monthly 0.5 2026-01-22 https://kelzana.biz/artists/jeanette-streight monthly 0.5 2025-04-25 https://kelzana.biz/artists/label-51/ruby-friedman-orchestra monthly 0.5 2025-05-21 https://kelzana.biz/artists/teresa-suydam monthly 0.5 2025-04-23 https://kelzana.biz/artists/zabawa monthly 0.5 2025-04-23 https://kelzana.biz/artists/flatiron-recordings/deep-blue-something monthly 0.5 2026-01-22 https://kelzana.biz/artists/shadow-animal monthly 0.5 2025-05-21 https://kelzana.biz/artists/epic-eli monthly 0.5 2025-08-25 https://kelzana.biz/artists/annie-minogue-band monthly 0.5 2025-10-29 https://kelzana.biz/artists/chariots-and-charioteers monthly 0.5 2025-06-02 https://kelzana.biz/artists/the-jesse-williams-band monthly 0.5 2026-01-22 https://kelzana.biz/artists/chelsey-webb monthly 0.5 2026-01-22 https://kelzana.biz/artists/kayla-marque monthly 0.5 2026-01-22 https://kelzana.biz/artists/aradia monthly 0.5 2025-10-21 https://kelzana.biz/artists/category/Marketing+%2F+Label+Services monthly 0.5 https://kelzana.biz/artists/category/Marketing+%2F+Artist+Services monthly 0.5 https://kelzana.biz/artists/category/Past monthly 0.5 https://kelzana.biz/artists/category/Management monthly 0.5 https://kelzana.biz/artists/tag/Management monthly 0.5 https://kelzana.biz/our-story daily 0.75 2026-01-24 https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/2d26932c-509c-47d4-a0a7-6c0966ce9f01/4V2A9127%7E3+%281%29.jpg https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/ef62e340-3906-423b-b895-1193f659f944/image_123650291+%281%29.jpg https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/1769286384375-UWGEYI6C21ZCV9FPE18E/2.png Our Story - Danica Bastress || Artist Development Manager Danica Bastress is a Bay Area raised, NYC-based artist development manager with a goal of getting more artists heard. From analytics to playlist pitching, she is able to showcase and contribute to the successes of Kelzana’s marketing efforts for their clients, driving fan engagement and growth for each developing artist. She graduated from Cal Poly San Luis Obispo with a degree in Economics and a concentration in Information Systems, and gained several years of experience in producing data-driven marketing analysis for an internationally-known tech company. Since then, Danica has immersed herself into the indie rock music scene in New York, became involved with Women in Music, and continues to keep her finger on the pulse of what's happening in music, finding talented, emerging artists, one concert at a time. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/1769286394843-67DM357JVJHY1IWOD52G/5.png Our Story - Persephone Hein || Social Media Coordinator Persephone Hein is a former fashion and lifestyle influencer with many connections in the Denver/Boulder local music scene. when she’s not working door at a diy show or helping write up a social media audit you can usually find her at her vampire book club or one of the many wonderful thrift stores Denver has to offer. https://images.squarespace-cdn.com/content/v1/650a01661430e3247dd56676/1769286390313-MQI9IQFOKP2OJKIUOOUM/3.png Our Story - Angela Lures || Administrative Assistant Bio Coming Soon https://kelzana.biz/artists/jeanettestreight daily 0.75 2024-12-05 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