I want to talk about the one thing AI can’t touch: your humanity.
Too many musicians are leaving this part to chance, assuming that if they’re just “authentic,” people will pick up on it.
But here’s the truth: you have to be intentional about showcasing your humanity, especially in your marketing.
I know, this advice feels both obvious and super weird at the same time.
If you're like me, a Gen-Xer who remembers the days before the web, personal computers and even home video cameras, you never imagined a day when leaning into your humanity would be something you'd have to intentionally focus on.
But we're surrounded by content that feels empty. It’s polished. It’s optimized. But you can tell no real person is behind it.
That’s your opportunity.
If you want to stand out and create a real connection with your audience, you need to lean into the things that only you can do.
Here are a few ways to do that:
Tell better stories better (no that's not a typo).Not just vague, universal stories like “This song is about heartbreak and healing.” Ok... so are a million others. Instead, take us to the moment you wrote it. Was it pouring rain outside? Were you in your car outside your ex’s apartment? Did your pen stop working halfway through the lyric you were crying over?
Paint the picture. Show us the mess. Even be willing to be a little self deprecating (it won't kill you, I promise). It may actually be a bit cathartic!
One of my favorite emails is called "Lessons From My Cringe-worthy Band" and people love it.
On the merch side, get personal.
Handmade is gold right now. If you’re a crafter, create something only you could make. Hand-painted lyric art, crocheted scarves, even custom candles with your song titles.
There is no limit of ideas (scroll down for something that will help spark tons of cool ideas for crafters and aspiring crafty people).
Another cool advantage for handmade items is that they are one-of-a-kind which builds in scarcity so you can charge premium prices. Plus, you can make just one and see if it sells before making more. So much better than investing in boxes of merch!
If you’re not crafty (like me), there are still simple ways to add the personal touch. One-of-a-kind handwritten lyrics. Personalized notes with every order. A secret link to a video thank-you message that only merch buyers get. That stuff matters.
Let social media be a window.
We’ve come a long way from the overly curated, beige-aesthetic Instagram feeds. People are starved for real. That means:
- Share behind-the-scenes rehearsal clips, even if they’re messy.
- Play stripped-down versions of your most layered songs to prove there’s a talented musician under all the production.
- Post candid photos from your tour van, your kitchen, or your morning coffee spot, not just photo shoots and perfectly planned shots.
- Show your process, not just your product.
One of the easiest ways to add humanity?
Livestream.
I know it can feel awkward at first, but there’s no substitute for real-time interaction. Do a casual Q&A, play a new song, let fans vote on your next cover, talk music history, or host some silly trivia.
Don’t overthink it. Pick a platform. Be spontaneous. That’s the point.
Here’s the kicker: AI can’t replicate what it’s never lived.
It hasn’t messed up a chord at an open mic. It hasn’t cried backstage. It hasn’t heard a fan say, “Your song got me through my divorce.” You have.
That’s your advantage. So stop trying to keep up with machine-like content strategies and start doubling down on your human ones.
Because in the end, what wins isn’t who has the slickest promo plan or pumps out the most content with the help of AI. It’s who makes people feel something.
Let your audience walk in your shoes. Let them hear your voice. Not just your singing voice, but your human, voice voice.
That's how you beat AI.
Let me know, how are you showing up as human in your music and your marketing? I’d love to hear one idea you’re trying (or want to try). Just hit reply and tell me.
Always in your corner,
<3 Bree
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