Is it insane to release a full album these days? Probably. Smalltown Poets did it anyway — and guitarist Kevin Breuner sat down to explain why.

Kevin's band has been putting out records since the 90s: major label, then indie, then EPs and holiday releases, remixes, and more. That's four decades of watching how albums get made, marketed, heard, and measured.

So we used that vantage point to ask the bigger question: what is an album even FOR in 2026? We get into how the whole game has changed decade by decade, and then into the real stuff — finishing a record when life shows up hard (distance, loss, a kid in a car accident, a band scattered across the country), the strange job of speaking for a whole band when you're the one person holding the phone, and why he's chosen slower, story-driven promotion over chasing platforms his fans don't actually use.

If you've ever wondered whether a real album is still worth the effort — creatively, financially, emotionally — this one's for you.

🎧 Scratch Track is a podcast for busy, middle-aged musicians who still take their music seriously — people still making good work, who don't want to chase trends, go broke, or burn out.

🎧 5 Artist Branding Mistakes (And How to Fix Them)

If you want a clearer artistic identity and message, grab the guide here: → https://www.musicdemo.org/branding

Ready to go deeper?

My course Unbreakable walks you step-by-step through the process of defining your artist identity, clarifying your message, and turning listeners into lifelong fans with a future-proof brand. Learn more here: → https://www.musicdemo.org/unbreakable

About to release some new music?

👉 Get the "Music Release Checklist Your Distributor Hopes You'll NEVER Read" → https://www.musicdemo.org/music-release-checklist

Want help brainstorming a great lead magnet for YOUR music?

👉 Get the free list: "25 proven list-building ideas for musicians" → https://www.musicdemo.org/list-building

Thinking of removing your music from Spotify? 👉 Use our decision-tree first → https://www.musicdemo.org/leave-spotify

For months now, everyone has been sharing this performance by Angine de Poitrine.

And honestly? I get it.

It’s strange, impressive, memorable, and impossible to ignore.

But the music marketing world immediately turned it into a lesson: “THIS is what artists need to do now.”

More spectacle. More novelty. More shareability.

And I think that interpretation misses the point. Because I watched the full performance. I shared it myself. …and my share didn't mean what the marketing gurus says it means.

In this episode, we unpack the difference between fascination and fandom, why “shares” don’t mean what many artists think they mean, and how musicians accidentally start optimizing for attention metrics that have very little to do with real connection.

We’ll talk about:

• viral performances gimmicks vs. artistic identity
• why deeply meaningful music is often less shareable
• Goodhart’s Law and proxy metrics
• the danger of building your career around the wrong signals
• and how to find the thin overlap between what you truly are and what your audience genuinely responds to

Because attention says: “Huh. Interesting.”

Connection says: “Oh. That’s me.”

The article I mention by Gurwinder is here: https://www.gurwinder.blog/p/why-everything-is-becoming-a-game

Free guide: 🎧 5 Artist Branding Mistakes (And How to Fix Them)

If you want a clearer artistic identity and message, grab the guide here: → https://www.musicdemo.org/branding

Ready to go deeper? My course Unbreakable walks you step-by-step through the process of defining your artist identity, clarifying your message, and turning listeners into lifelong fans with a future-proof brand.

Learn more here: → https://www.musicdemo.org/unbreakable

Scratch Track is the podcast for grown-up musicians who still believe in their music — but don’t have time to chase trends, go broke, or burn out.

About to release some new music?

👉 Get the "Music Release Checklist Your Distributor Hopes You'll NEVER Read" → https://www.musicdemo.org/music-release-checklist

Want help brainstorming a great lead magnet for YOUR music?

👉 Get the free list: "25 proven list-building ideas for musicians" → https://www.musicdemo.org/list-building

Thinking of removing your music from Spotify? 👉 Use our decision-tree first → https://www.musicdemo.org/leave-spotify

In this episode of Scratch Track: Reality Check, we break down the latest headlines shaping the music business right now:

1. Apple Music rolls out new tools aimed at turning streams into ticket sales

2. AI-generated music floods streaming platforms — and raises serious questions (while Deezer develops tools to counter the flood)

3. SoundCloud introduces “superfan” features for exclusive releases AI-generated music floods streaming platforms — and raises serious questions

Are these meaningful stories for busy musicians… or just more worry with no ROI? Check out the episode for our verdict on each story: Buzzworthy,... or b&ll$h!t?

We cut through the hype and look at what these stories really mean for working musicians with limited time and budget, and loads of responsibilities outside music!

- Erika Parr (co-founder of Demo)

- Chris Robley (host of Scratch Track)

- and Mike Warner (Work Hard Playlist Hard).

Find out more about Mike at https://workhardplaylisthard.com/home

Check out his label at https://stillcadence.com/

If you want a clearer artistic identity and message, grab the guide here:

→ https://www.musicdemo.org/branding

My course Unbreakable walks you step-by-step through the process of defining your artist identity, clarifying your message, and turning listeners into lifelong fans with a future-proof brand.

Learn more here: → https://www.musicdemo.org/unbreakable

👉 Get the "Music Release Checklist Your Distributor Hopes You'll NEVER Read"

→ https://www.musicdemo.org/music-release-checklist

👉 Get the free list: "25 proven list-building ideas for musicians"

→ https://www.musicdemo.org/list-building

👉 Use our decision-tree first

→ https://www.musicdemo.org/leave-spotify

There’s a promo tactic floating around right now that promises buzz, engagement, and momentum.

It’s called astroturfing.

Fake fan accounts. Manufactured hype. Staged controversy.

And while it might work for artists with teams behind them… it can quietly drain your time and energy (and self-respect) if you're a mid-life musician.

And I'll bet time and energy are your scarcest resources right now.

In this episode of Scratch Track, we break down:

• What astroturfing actually is
• The “sock puppet” playbook
• The real costs of fake momentum
• A simple 3-part filter to evaluate any promo tactic or tool before you waste time on it

Because the goal isn’t to do more. It’s to build something real.

If you’re balancing music with work, family, and real-life responsibilities, this episode will help take a breath and focus on what actually moves things forward.

Free guide: 🎧 5 Artist Branding Mistakes (And How to Fix Them)

If you want a clearer artistic identity and message, grab the guide here: https://www.musicdemo.org/branding

Ready to go deeper?

My course Unbreakable walks you step-by-step through the process of defining your artist identity, clarifying your message, and turning listeners into lifelong fans with a future-proof brand. Learn more here: https://www.musicdemo.org/unbreakable

About to release some new music?

👉 Get the "Music Release Checklist Your Distributor Hopes You'll NEVER Read" → https://www.musicdemo.org/music-release-checklist

Want help brainstorming a great lead magnet for YOUR music?

👉 Get the free list: "25 proven list-building ideas for musicians" → https://www.musicdemo.org/list-building

Thinking of removing your music from Spotify?

👉 Use our decision-tree first → https://www.musicdemo.org/leave-spotify

I see it almost every day — musicians accidentally posting their own songs as “Original Audio” on TikTok, Reels, and YouTube Shorts.

It seems harmless enough.

But it means your videos aren’t connected to the official track on the platform—so plays don’t stack, discovery gets scattered, and your song loses momentum right at the very moment people are paying attention.

In this Fast Track episode of Scratch Track, I break down:

• Why this happens
• Why it quietly works against you
• The simple 15-second fix
• How to make sure every post actually contributes to your song's social energy

Yes, it's a hack. And hacks don't mean much if the content isn't great. But if you do this trick every time you post a cool video using one of your songs —it's gonna subtly help your track, instead of working against it.

And if you’re a busy musician, those small advantages matter.

Free guide: 🎧 5 Artist Branding Mistakes (And How to Fix Them) If you want a clearer artistic identity and message, grab the guide here: → https://www.musicdemo.org/branding

Ready to go deeper? My course Unbreakable walks you step-by-step through the process of defining your artist identity, clarifying your message, and turning listeners into lifelong fans with a future-proof brand. Learn more here: → https://www.musicdemo.org/unbreakable

Scratch Track is the podcast for grown-up musicians who still believe in their music — but don’t have time to chase trends, go broke, or burn out.

About to release some new music?

👉 Get the "Music Release Checklist Your Distributor Hopes You'll NEVER Read" → https://www.musicdemo.org/music-release-checklist

Want help brainstorming a great lead magnet for YOUR music?

👉 Get the free list: "25 proven list-building ideas for musicians" → https://www.musicdemo.org/list-building

Thinking of removing your music from Spotify?

👉 Use our decision-tree first → https://www.musicdemo.org/leave-spotify

If this video helped: Subscribe for more no-hype, practical strategies for musicians building something real with limited time.

Is music distribution about to change... again?

Is Spotify really on life support?

And who is SXSW even for anymore?

Welcome to the first edition of Reality Check, a new Scratch Track series where we take the biggest music industry headlines, drag them into the light, and ask:

is this actually useful… or just more overhyped nonsense?

Every week, there’s a new “game-changing” tool, trend, or strategy promising to revolutionize your career—usually from people who don’t live your life, don’t have your constraints, and definitely don’t have your calendar.

Or to put it simply: What's good for the music industry is often a very different thing than what's good for you, an individual artist.

In this episode, we break down three recent stories and deliver the only verdict that matters: Buzzworthy or Bullshit?

Because if you’re a working musician juggling music with, you know, life, you don’t need more noise—you need clarity. The goal here isn’t to keep you up-to-date for its own sake. It’s to keep you sane, focused, and spending your limited time on what actually matters.

This week's panel of skeptical judges includes: Erika Parr (co-founder of Demo), Chris Robley (host of Scratch Track), and our special guest Darryl Hurs (Indie Week).

Free guide: 5 Artist Branding Mistakes (And How to Fix Them)

If you want a clearer artistic identity and message, grab the guide here:

→ https://www.musicdemo.org/branding

Ready to go deeper?

My course Unbreakable walks you step-by-step through the process of defining your artist identity, clarifying your message, and turning listeners into lifelong fans with a future-proof brand. Learn more here:

→ https://www.musicdemo.org/unbreakable

About to release some new music?

👉 Get the "Music Release Checklist Your Distributor Hopes You'll NEVER Read"

→ https://www.musicdemo.org/music-release-checklist

Want help brainstorming a great lead magnet for YOUR music? 👉 Get the free list: "25 proven list-building ideas for musicians" → https://www.musicdemo.org/list-building

Thinking of removing your music from Spotify?

👉 Use our decision-tree first

→ https://www.musicdemo.org/leave-spotify

Should you run ads?


Post more on TikTok?


Release singles instead of albums?

Not because it’s unimportant…
Because it’s uncomfortable.

In this episode of Scratch Track, we talk about what I call your Noisy Truth — the belief about the world that animates your music.

The thing you might be sanding down so you don’t offend anyone. Ironically, that instinct is often exactly what makes artists forgettable.

We’ll look at examples from artists like Nick Cave, Rage Against the Machine, Kurt Cobain, and even Weird Al Yankovic to show how strong artistic identity attracts the right fans—and repels the wrong ones.

Because the goal of your music isn’t universal approval. It’s to be unmistakable to the people who actually need what you make.

If you’re a mid-career musician trying to promote your work without burning out, this episode will help you stop guessing and start building your foundation.

If you want a clearer artistic identity and message, grab the guide here: https://www.musicdemo.org/branding

My course Unbreakable walks you step-by-step through the process of defining your artist identity, clarifying your message, and turning listeners into lifelong fans with a future-proof brand. Learn more here: https://www.musicdemo.org/unbreakable

Scratch Track is the podcast for grown-up musicians who still believe in their music — but don’t have time to chase trends, go broke, or burn out.

👉 Get the "Music Release Checklist Your Distributor Hopes You'll NEVER Read" → https://www.musicdemo.org/music-release-checklist

👉 Get the free list: "25 proven list-building ideas for musicians" -- https://www.musicdemo.org/list-building

👉 Use our decision-tree first → https://www.musicdemo.org/leave-spotify

There are three lies that keep showing up for musicians who are 35+.

The first lie says there’s a universal marketing strategy that works for everyone… if you just find the right expert, the right blueprint, or the right hack.

The second lie creeps in when those strategies don’t work: maybe you or your music just aren’t good enough!

And the third lie? If you’re not grinding like a 20-year-old fueled by naivety and energy drinks … maybe you’re “just a hobbyist.”

In this episode of Scratch Track, we dismantle all three — and talk about what actually matters if you want to build a sustainable music career with limited time and real-life responsibilities.

Because lasting momentum doesn’t come from tactics. It comes from clarity.

Free guide: 🎧 5 Artist Branding Mistakes (And How to Fix Them)

If you want a clearer artistic identity and message, grab the guide here: https://www.musicdemo.org/branding

Ready to go deeper?

My course Unbreakable walks you step-by-step through the process of defining your artist identity, clarifying your message, and turning listeners into lifelong fans with a future-proof brand.

Learn more here: https://www.musicdemo.org/unbreakable

Scratch Track is the podcast for grown-up musicians who still believe in their music — but don’t have time to chase trends, go broke, or burn out.