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#17: You’re Not a Content Creator—You’re a World Builder

#17: You’re Not a Content Creator—You’re a World Builder

Rethinking Content Creation as a Creative Tool, Not a Chore

Adam Dash
June 16, 2025

Good evening! Welcome back to another edition of the SoundCentric newsletter!

I took a little two week lack-of-inspiration hiatus, but now I’m right back. All gas. No breaks.

I get a little annoyed when I hear musicians complain about content creation. I do feel for them, though. I hate video editing too. But I think they should look at their marketing and rollouts as another way to show off their creativity.

You could be reading anything in the world right now, and you're here with me. So, I appreciate it.

Let’s get to it!

Deep Dive

Some artists drop albums. Others build worlds. And in 2025, we’re seeing a clear dividing line between the two.

A lot of artists push back on the idea of being “content creators.” And my first take on that is: would you rather be selling CDs out of your car in a mall parking lot? Probably not.

My second point is this: content creation doesn’t have to drain your creativity. It doesn’t have to be a soul-sucking vacuum where you churn out cookie-cutter material like those awkward “add a verse here” TikToks where the artist just stares at the screen, nodding to an instrumental.

You like comedy? Make a skit.
You like film? Make a short film.
You like video games? Stream with your fans.
You like food? Be Action Bronson.

There’s no guarantee that any of this will go viral—there never is. A label can invest millions into campaigns and still miss. So you might as well make something you genuinely enjoy and are proud of.

Here are a few artists who’ve nailed their rollouts:

Doechii didn’t just release an album—she crafted a swamp-born mythology. The visuals, the colors, the sound, the choreography—every piece screamed “Swamp Princess.” And it didn’t feel like a label-driven rollout. It felt like her. From the alligator motifs to the Stephen Colbert performance where her dancers’ braids were literally tied together, you could feel her fingerprints on every detail. That’s not “industry plant” energy. That’s strategy, personality, and vision woven into one.

Tyler, the Creator operates like a mystery novelist with a deadline. His average rollout window? Thirteen days. That’s all. Just under two weeks between the first teaser and the full drop. Why does it work? Because the brand he’s built is so strong, he doesn’t need six months to tell us what’s coming. Every Tyler era is defined by a new look, a new sound, a new vibe. Fans don’t just remember the songs—they remember the wigs, the suitcases, the outfits. His “Sorry Not Sorry” video captures this perfectly.

And this kind of branding isn’t just for the superstars.

Blvck Svm paired his Michelin Man album with pop-up dinners in actual kitchens. He cold-DMed over 100 chefs, filmed the videos in real restaurants, and made the music tasteable. It didn’t cost six figures. It just took creativity—and some hustle.

Lexa Gates locked herself in a glass box to promote Elite Vessel. Performance art? Absolutely. But also a rollout people couldn’t look away from. You didn’t even need to hear the music first—she got you curious. And curiosity is currency. Even Apple TV’s Severance may have borrowed from her playbook.

SAILORR and 4Batz are masters of first impressions. Whether it’s SAILORR’s now-iconic black grills or 4Batz’s eerie masked aesthetic paired with high-pitched R&B, these artists leaned into their image—and audiences remembered them. You don’t have to love it. You just won’t forget it.

SWAVAY, meanwhile, isn’t chasing TikTok trends. His visuals are composed, still, cinematic. Pause any frame and it could be an album cover. He’s crafting videos that feel more like gallery exhibitions than social content—letting the imagery speak louder than any hook.

But what do all these artists have in common?

A clear sense of identity. One that bleeds into their visuals, their release timelines, their merch, even what fans wear to the shows.

So stop viewing content creation as the villain. Start seeing it as another creative tool—one more outlet for the artistic energy you already have. Use it to build something that feels true to you. Something that makes people feel something. Something you can look back on and be proud of.