A Must‑Read : Get More Fans — The DIY Guide to the New Music Business

Jesse Cannon and Todd Thomas’s Get More Fans remains a vital resource for musicians navigating today’s rapidly changing digital music landscape. Originally updated for 2021 and relaunched in 2023, this 200+‑ page guide delivers dozens of timeless strategies: DIY promotion, fan conversion, low‑budget reach, YouTube amplification, and direct‑to‑fan sales using platforms like Spotify, email newsletters, and merch bundles.

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Their experience working with both emerging and legendary acts—such as The Cure and Animal Collective - grounds their advice in practical, real-world tactics that resonate across genres and skill levels.

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What’s Changed in 2025:  Why You Still Need This Book—with Updates

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1. From TikTok to Instagram Reels & AI Visuals

With ongoing uncertainty around TikTok’s future in the U.S., many artists are expanding their focus to platforms like Instagram Reels, YouTube Shorts, and AI-generated lyric videos and teaser clips. While the book predates the rise of these technologies, its foundational principles of consistent, creative video content are more relevant than ever.

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2. Paid Ads as a Legit Growth Strategy

The 2023 edition placed less emphasis on paid media, but in 2025, smartly targeted ad campaigns have become a major tool in the DIY artist's toolkit. Independent musicians are now using Instagram, Facebook, and YouTube ads to grow mailing lists, drive streams, and sell tickets—proving that small budgets can still yield big results.

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3. Pitch Services & PR Access

New platforms have emerged that help indie musicians pitch directly to playlist curators, blogs, and radio editors. These tools simplify press outreach and offer feedback and metrics—perfectly complementing the press strategies laid out in Get More Fans.

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4. Experience-Driven Fan Engagement

Modern fans crave more than just music—they want connection. Whether it’s through private livestreams, Discord hangouts, merch drops, or virtual meet-and-greets, artists are now creating multi-touchpoint fan experiences. This trend builds directly on the book’s core message of going beyond the music to build a lasting relationship with your audience.

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5. AI Tools for DIY Creativity

From visuals and branding to lyric videos and press kits, AI tools have empowered musicians to produce polished, on-brand content faster and cheaper than ever. The spirit of Get More Fans—do it yourself, make it excellent, and connect with people—is amplified by the creative leverage AI now provides.

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How to Leverage Get More Fans in 2025

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The core strategies from Get More Fans remain powerful—but adapting them to today’s tools and platforms makes them even more effective. Here's how to apply the book's original advice in 2025:

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• DIY video & grassroots promotion
  Focus on short-form content like Instagram Reels and YouTube Shorts, and enhance your visuals with AI-generated teasers, lyric videos, and performance snippets.
• Playlist & streaming outreach
  Instead of cold emailing curators, use curated pitching platforms that offer real-time analytics and targeted submissions to playlists, blogs, and tastemakers.
• Email and direct fan communication
  Build and nurture your mailing list by offering exclusive bundles—merch, pre-sale tickets, livestream access, or digital bonuses—that deepen fan loyalty.
• Self-managed press & blog pitching
  Combine the book's DIY press tactics with modern PR platforms that help you track responses, get feedback, and streamline the submission process.
• Authentic visual branding
  Use AI-powered design tools to create album art, trailers, social assets, and cohesive branding that reflects your unique style without requiring a design team.

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Final Verdict

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Get More Fans is more than a guide—it's a creative philosophy that empowers artists to build sustainable careers on their own terms. Even as platforms and algorithms shift, the book’s core message endures: consistency, strategy, and authenticity are what grow a fanbase.

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The 2025 landscape may be more complex—but the roadmap laid out by Cannon and Thomas is more relevant than ever. The key is to pair their timeless insights with the new tools available today.

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