// The Word This Week

Hello, future scroll-stopper.

We've spent months building your foundation. Platform selection. Visual branding. Content systems. Platform-specific tactics.

Now it's time for the big one.

Short-form video isn't just another content format in 2025. It's the format. It's where careers are made, fans are born, and the music industry's gatekeepers get bypassed entirely.

But here's what nobody tells you:

Most musicians are doing it completely wrong.

They're posting performance clips into the void.
Hoping the algorithm fairy sprinkles magic dust on their mediocre content.
Wondering why their perfectly decent song gets twelve views while some kid lip-syncing to their track gets twelve thousand.

The problem isn't your music.

The problem is you don't understand the game.

The Algorithm Doesn't Care About Your Feelings

Let me be perfectly clear here.

The TikTok, Instagram Reels, and YouTube Shorts algorithms have one job: keep people watching.

They don't care if you spent three years writing that song.
They don't care if your guitar tone is perfect.
They care about one thing: does this video make people stop scrolling?

In 2025, you have 1-3 seconds to grab attention.

Not when the chorus hits.
Not when you get to the "good part."
From frame one.

Miss that window? The algorithm sends your video to digital purgatory.
Hit it? The algorithm becomes your best friend.

The Hook Formula That Actually Works

Your opening needs to create curiosity or emotion.

Not information.
Not explanation.

Curiosity. Or. Emotion.

Pattern Interrupts That Stop Thumbs:

• Start mid-conversation: "So I just found out my song is being used in a commercial..."

• Bold text overlay: "This riff was written on a broken guitar"

• Visual surprise: Show the finished product first, then reveal the process

• Controversial opener: "Everyone's playing this chord progression wrong"

What Doesn't Work:

• "Hey guys, I just dropped a new song"

• Slow fade-ins or intros

• Explaining who you are before earning attention

• Generic performance shots without context

New rule: If your opening line could apply to any musician, rewrite it.

The Silent Scroller Optimization Secret

Here's something most music marketing blogs won't tell you:

40% of short-form video is watched without sound.

People scroll at work. On public transport. In bed next to sleeping partners.

If your video requires audio to make sense, you're missing nearly half your audience.

Silent-Friendly Video Elements:

• On-screen text that tells the story

• Visual rhythm that matches your music

• Captions that aren't just subtitles but part of the content

• Text overlays as visual anchors

Pro tip: Create videos that work perfectly on mute, then let the audio be the bonus.

When someone does turn the sound on, your music hits like a revelation.

The 60-Day Release Blitz That Builds Careers

Here's the timeline that's working for independent artists in 2025:

Week 0 (Release Day):

• Drop what Jesse Cannon calls the "minimum viable video" - it can be simple but it’s gotta be engaging

• Share pre-save/streaming links everywhere

• Focus on maximum awareness with minimal production

Week 2:

• Release lyric video or alternative visualizer

• Use storytelling angle to deepen connection

• Create second wave of interest in same song

Week 4:

• Official music video (if you have one)

• Cut highlights into Shorts/Reels segments

• This stage cements listener memory

Week 6:

• Alternate version (acoustic, remix, sped-up)

• Final boost targeting trend-friendly formats

• Often picks up independent traction

Week 8:

• Begin teasing next release

• Start the cycle again

The key: Space releases every 6-8 weeks, not weekly. Too frequent = diminished impact.

Content Formats That Convert Scrollers to Fans

Not all short-form videos are created equal. These formats consistently drive fan action:

Behind-the-Scenes Gold:

Casual, candid footage creates intimacy.
A 2 AM studio session. Prepping for a gig. Writing lyrics on your phone.
These videos humanize you. Fans invest in people, not just songs.

Multi-Part Series Magic:

"7-Day Song Challenge" — document writing and releasing a song in real-time.
Each day brings followers back. Trains the algorithm that your audience returns.
Series create binge behavior. That's algorithmic gold.

Story + Performance Combo:

10 seconds of context, then hit them with the musical payoff.
"This song was written about..." cuts to powerful chorus performance
Context makes the music land harder.

Fan-Centric Community Building:

Start challenges. Feature fan covers. Answer questions with video responses.
When fans feel like part of the story, they become evangelists.

The Dark Horse Strategies Nobody Talks About

Geo-Targeted Posting:

Notice your music resonates in specific cities?
Time your posts for those regions' peak hours.
Build regional momentum that snowballs.

The Trojan Horse Method:

Some artists build massive followings with non-music content first.
Cooking videos. Comedy skits. Lifestyle content.
Then gradually integrate their music.
Risky (too risky, imo) but potentially big payoff.

Cliffhanger Content:

Label videos "Part 4/??" without revealing the total.
Creates curiosity and discussion.
Trains audience to anticipate your content.

Metrics That Actually Matter (Not Vanity Numbers)

Stop obsessing over view counts. Start tracking:

Fan Conversion Indicators:

• Click-through rates to your streaming links

• Comments asking about your music

• Shares and saves (algorithm gold)

• Follower growth rate from specific videos

• Repeat viewers and session time

Quality Over Quantity:

1,000 engaged fans beats 100,000 passive scrollers.
One comment saying "I can't stop listening to this" is worth 500 generic likes.

The Real Test:

Are people seeking out your full songs after seeing your short-form content?
That's when you know it's working.

Tools That Don't Suck (And Won't Break You)

Free/Cheap Essentials:

• Descript: Auto-transcription and text-based editing

• CapCut: TikTok's own editor with built-in effects

• Canva: Video templates when you don't have footage

Batch Production Strategy:

Film 10-15 videos in one session.
Vary outfits and locations slightly.
Schedule them out over weeks.

The goal: Consistent presence without daily stress.

The Sustainable Content Machine

Most artists burn out because they treat each video like a separate project.

Build systems instead:

Weekly Batching:

• Sunday: Planning and idea generation

• Monday: Filming day (batch everything)

• Tuesday-Friday: Editing and scheduling

• Weekend: Engage with comments and community

Content Calendar Templates:

• Monday: Behind-the-scenes

• Wednesday: Music snippet/performance

• Friday: Community/fan interaction

• Sunday: Personal/storytelling

The rule: Plan it, batch it, automate it.

Don't let content creation overwhelm music creation.

The Bottom Line

Short-form video isn't about going viral.

It's about consistent storytelling that builds genuine fan relationships.

The algorithm rewards engagement, but fans reward authenticity.

Master both, and you control your career.

The artists winning right now aren't just posting consistently, they're strategically building relationships one scroll at a time.

Every video is an audition for someone's attention.

Make it count.

This Week's Action Items

1. Audit your last 10 short-form videos: How many grab attention in the first 3 seconds? Don’t have any? MAKE SOME.

2. Create 5 "silent-friendly" videos: Tell stories with text overlays and visual rhythm

3. Plan your next release cycle: Map out the 8-week content arc

4. Test three different opening hooks: Track which style drives the most engagement

5. Set up proper analytics: Track click-throughs to your music, not just views

Next Issue Preview

Next week: Engagement & Community Building — turning casual followers into ride-or-die fans who buy tickets, merch, and bring friends to shows.

Because views don't pay rent. Fans do.

Until then, go make some cool shit.

Stop chasing virality. Start building your movement.

Keep creating (strategically),

Lance

P.S. If you're still posting the same performance clip to every platform without customization, please stop. Each platform speaks its own language. Learn the dialects or accept irrelevance.

If you want to join our community and learn from us in real-time, check out our V1LLAG3 Discord server. Ask questions about music, the industry, promotion, and anything else your heart desires.