Every January I make a big declaration.
“This year,” I say with the fiery confidence of a bloke who’s just watched two Gary Vee reels and had a second coffee,“I’m going to post a YouTube video every day.”
“2025 is the year of consistency for me,” I added in each video…
And for about 40 days, I did.
Then I didn’t.
Because posting every day while:
• travelling with a baby,
• trying to build a business from scratch.
• still playing gigs,
• and pretending I understand Norwegian tax rules……isn’t sustainable.
But I didn’t just stop because of time.
I stopped because I got discouraged.
I was talking about music marketing for people over 50 - but started feeling like a bloke who hadn’t made it telling other blokes how to make it.
It felt like shouting through a letterbox.
So I stopped.
Then started a newsletter.
Then paused that.
Then tried again on LinkedIn...
Then started writing on Substack…
(Then forgot my own login…)
Basically: I’m consistent at being inconsistent.
But here’s what I’ve realised:
All that starting and stopping wasn’t failure.
It was thrashing.
Thrashing happens when you’re figuring out what actually fits your life - not someone else's content calendar.
And what fits mine right now - with a family, a business, a startup media empire, and a deeply spiritual (and slightly sarcastic) need to make sense of it all - is one post a week.
That’s it!
Not because I don’t have more to say.
But because I want to finish what I start.
Because I’d rather be the bloke who shows up once a week for 10 years…than the bloke who explodes in January and ghosts by March…which of course is very common!
Plus, the fact that I have realised that although content is important…conversations are importanter!
When it comes to building a business, talking to people is the ONE thing that will bring in money the quickest…and let's be really honest here…I want to make money…lots of it..and business is the vehicle to do that.
So now it's June, half way through the year and this is the newly revised content plan:
• One weekly post, written in one sitting, no fluff.
It will include:
• What I’m learning as I build a business from scratch in Oslo
• The truth about juggling gigs, family, burnout and belief
• Stuff I’ve tested (like getting reviews at gigs or building lists from scratch)
• Thoughts on rejection, ridicule, and becoming a “Delusional Freak”
• The occasional joke that no one asked for.
If you’re a musician, a local business owner, a creative over 50, or just someone who’s trying to build something real without losing your mind - you’re in the right place.
P.S. Next week’s post will probably include something about Christian guilt, SMS marketing, and car hire anxiety.
Not necessarily in that order
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Final thoughts
What’s your challenge as a musician trying to grow your audience?
Hit reply and let me know—I’d love to help you tackle it!
Remember:
Rejection is correction. Ridicule is fuel. Keep thriving.
Until next time,
Spence C