The pace of the music industry is wild.
Maybe it's because I have no idea how anyone even starts making music, much less finishes a full-length album. How does anyone manage to bottle up feelings (that are often intense and deeply personal), write lyrics, build songs, loop in collaborators, get studio space, record everything, mix it, and make it sound amazing? And then you have to conceptualize the visuals, post relentlessly, line up press, do interviews that are vaguely flattering but also kind of off-putting, and throw events to hype it all up. After the release, there’s videos, shows, appearances, schlepping gear on tour, interacting with fans on social. Repeat. Repeat. Repeat.
It's so impressive. And what really blows my mind is when someone starts from scratch and releases their first album. Ever.
My friend Sam Reichman, who co-helms the art rock band MAN LEE with partner Tim Lee, is doing just that. Their debut album Hefty Wimpy drops this Friday, March 7, and I caught up with Sam about the behind-the-scenes work of marketing art, especially when you’re just getting started.
From Creation to Communication
There’s a mindset shift that happens when you go from making something to sharing it — and art is particularly tricky, because the thing you’re marketing isn’t just a product, it’s personal. You’re not just selling a thing. You’re inviting people into a conceptual world. That takes emotional labor, clarity, and a completely different skill set than making the work itself.
What does marketing look like for you right now?
“This year was the first year in my life that I've had to think about marketing myself as an artist. It required a bit of a mindset shift from where I'd been operating: Writing, recording, and producing this record was an expansive process where we got to bring in new collaborators, sounds, and ideas. Then once we finished the album, we quickly realized we needed to narrow the focus and turn our attention to a release strategy that involved music videos, art and merch, and PR.”
Finishing the album, in a way, was just the midpoint of a much bigger journey—one that’s just as demanding. Especially for independent artists handling everything themselves: the art, the logistics, the outreach. But that pressure can also be clarifying. When you’re doing it all, you often end up with a strategy that feels more intentional by necessity.
The Case for Slowing Down
In an era dominated by “growth hacks”—algorithm-chasing, viral stunts, influencer deals—more and more creators are turning toward something slower, more grounded. Less about reach. More about resonance.
How are you finding your audience?
“It goes without saying that it's tough for new artists these days—the algorithms are evil and no one is getting paid what they deserve. But I have to believe that we'll eventually reach the people that our music will resonate with. The first step in that journey is IRL connection. We are playing more shows locally and hope to play in other cities soon, and that's very exciting to us. Community can and must grow organically.”
Good marketing isn't only about stats, it’s about relationships. And while it takes longer, the payoff runs deeper: people who show up for you tend to stick around, connect harder, and care more. That kind of slow build can be a creative act in itself. Taking your time forces you to sit with the work, shape the rollout, and clarify how others will encounter what you’ve made.
“Our producer, Lora-Faye Åshuvud, encouraged us to take our time with the rollout and I'm so glad we did. The process of packaging up this body of work for public perception (notice I didn't say consumption lol) was incredibly worthwhile because it clarified our vision and solidified our approach for the next album. And this is the beauty of marketing: To be effective in communicating your ideas, you have to constantly be questioning why you're doing it.”
This is marketing as meaning-making. You’re not just polishing the message for others—you’re discovering it yourself. Sometimes you only figure out what the work is by figuring out how to share it.
Do What You Want
Music—and art rock in particular—expects experimentation. And in today’s internet landscape, that’s a strength. When you show up as your weird self from the start, you’ll attract people who want you to keep experimenting.
Is there a band or artist whose marketing approach you’d love to borrow from or build on?
“I admire Slothrust's commitment to doing absolutely whatever they want. I've been a fan forever, but last year, when they put out four different versions of a cover of Ginuwine's "Pony," I doubled down. No additional marketing necessary.”
That’s the dream, right? Do your thing so well and so fully that the doing is the marketing.
Good luck, MAN LEE. We’re cheering you on.
Listen on Bandcamp, Instagram, Youtube, and Spotify.
