Stop Making Excuses: Release Your Music or Get Out of the Game

Facing the Crossroads or Putting Up a Roadblock?

Kevin McElroy
Editor, Tune Up Magazine

I hear a lot of musicians being interviewed, and I get it—up-and-coming artists are still figuring things out and learning the ropes. But when I heard a veteran rocker who’s been making music for over 40 years saying the same damn thing? Time to call bullshit. At this point in their careers, seasoned rockers like that should be the ones speaking up and leading the charge, not whining about how to release their music. They’ve lived through the industry’s ups and downs—they should know what the right path forward is.We live in a time where artists have more tools than ever to share their work with the world. From singles to EPs, to albums, to streaming platforms—you name it. And yet, I hear more musicians complaining that they don’t know which route to take. Is it better to drop a single? Should it be an EP? Should I wait until I have a full album? It’s enough already.

This isn’t some industry-wide existential crisis. It’s a roadblock you’ve put up for yourself. It’s a cop-out, plain and simple. You’ve heard it from someone else, and now you’re parroting it like it’s gospel. Enough already.

The Reality of Being a Commercial Artist

Here’s the truth you need to hear: as a commercial artist, you’re responsible for more than just making art—you have to sell it. Period. If you can’t handle that, maybe this isn’t the game for you. Whether you’re slinging T-shirts, designing logos, or making music, you’re in the business of getting your art in front of people who are willing to pay for it. If your art isn’t reaching anyone or isn’t making any money, you need to reassess how you’re presenting it.

Single, EP, album—it doesn’t matter. Art is art. Whether you’re writing a novel, shooting a 10-part Netflix series, or sketching a one-panel cartoon, every format has its place. What matters is how you’re delivering your message. Are you creating something that resonates with your audience? Will your message land better in a single track or a full-length album? Is your song a quick punchline, like a comic strip, or does it require a deeper dive, like a graphic novel?

There’s no right or wrong answer here. What matters is that you decide the form your art takes—not the algorithms, not the trends, and definitely not the attention spans everyone loves to blame these days.

Stop Blaming Attention Spans

Let’s stop pretending that short attention spans are the reason your music isn’t getting heard. “Oh, no one listens to albums anymore,” you say. “Everyone’s on TikTok, their brains fried by 30-second videos.” Listen, that’s a lazy excuse. You know why? Because if your music is good, it will hold attention. Period. Attention spans aren’t the problem—your ability to captivate an audience is.

When you make music, your job is to hold my attention, no matter the format. If you’re relying on some cultural crutch like “people don’t listen to long songs anymore,” then maybe your music isn’t good enough. Harsh? Sure, but the truth usually is. If people aren’t sticking around for your 10-minute prog rock opus, or your 3-minute 70s-style rocker, maybe it’s because the song isn’t good.

Get Your Shit Together Before You Share It

On a side note, I’ll tell you how not to present your music: in piecemeal on social media. I get it—you’re excited about that new track you’re working on. You’ve got a demo and you want to show the world. But here’s the hard truth: you’re not doing yourself any favors by releasing unfinished work. Releasing a half-baked song or an early demo is an ego trip. You’re not releasing it for the audience; you’re doing it for yourself.

Don’t release your project until it’s fully realized. Have some respect for your audience. If you want people to take your work seriously, then present it like it’s serious. Give them the final product—not a bunch of works in progress.

And YES, you need to know the boring stuff, like how to properly submit your music to digital platforms and internet radio stations. It’s not just about making music—there are required formats and technical specs your files need to adhere to in order to be played properly. No one has the time to do this for you when they’re receiving hundreds or even thousands of submissions from bands. If your music doesn’t play right because you didn’t bother with the details, that’s on you.

You’re a Brand, Whether You Like It or Not

Newsflash: you’re not just an artist—you’re a brand. And if you’re serious about this, you need to treat it like a business. What’s your identity? Who’s your audience? What’s your message? If you can’t answer these questions, you’re not ready to release anything.

We’re not just talking about your music here. As a band, there’s a whole lot more to consider—your image, your artwork, your logo, your photography, your video style. Everything is part of your brand identity, and if you do any of it half-assed, it can all fall apart and diminish your main goal: getting your music heard. The bar is set high for artists today, and you need top quality all around. This isn’t optional. If one piece is out of place, you risk turning people away before they even hear a note.

So, what’s your game plan? Because if you don’t know how to present yourself as a fully realized band, nobody’s going to take you seriously.

The Reality Check: It’s Tough for Everyone

Let’s face it. Whether you’re Paul McCartney, Mick Mars from Motley FUCKING Crue, or a brand new band grinding it out in your garage, the game is the same. It’s nearly impossible to get played on commercial radio without a fat stack of cash. Yes, money. You need to spend money to make money, and have money to spend money. This isn’t just a music industry problem. Every single business has to deal with this. We’re all fighting to get noticed in the age of digital clutter.

But here’s the flip side: today’s landscape has leveled the playing field. You have the same opportunities as anyone else. Whether you’re a legacy artist like Mick Mars or a fresh face on the scene, you’ve both got the same tools at your disposal. Streaming, social media, direct-to-fan platforms—they’ve given everyone access. Your chances are just as good as anyone’s.

Hell, even if you’re an Australian billionaire with an insanely talented band and great songs, you’re still facing the same challenges as everyone else. How can that not ensure success? It’s because the rules are the same for all of us. No amount of money can guarantee your song will get heard. Sure, it helps grease the wheels, but if you’re not hustling, building your brand, and pushing yourself to stand out, all the talent and cash in the world won’t matter.

Sure, it’s overcrowded, and sure, it’s hard to break through. But the door is wide open, and nobody’s stopping you from walking through it. If you put in the work, your shot is as good as anybody’s.

Stop the Bullshit and Get to Work

So here’s the deal: whether you’re a legend or just getting started, the game’s the same. No one’s handing you anything. You’ve got to fight to get heard, spend money to make money, and hustle just like everyone else. Now stop whining and get to work.