The pandemic still isn’t over, but life is beginning to feel somewhat normal, so let’s make sure we don’t forget everything we learned over the last two years.

A guest post by James Shotwell of Haulix.

Life is returning to normal. At least, life is beginning to look a lot like it did before the COVID-19 pandemic brought global economies to their knees and forced everyone to stay away from everyone else. As vaccination rates rise and more data becomes available about the spread of the novel coronavirus, artists and fans are finally reuniting. There are, however, several lessons from the last two years that artists should carry with them.

There is no point in working yourself to death. Take breaks.

Whether we’re talking about touring or creative exercises, artists itching to get “back into the swing of things” would be wise to remember fans’ devotion over the last two years. Many artists saw their audiences grow through basic marketing techniques without touring. Artists and industry professionals alike learned that it is possible to develop a career without spending 200+ days a year touring or incurring the mental/physical hardships that accompany life on the go.

Remember how you kept fans engaged with your music over the last twenty-four months as you look to book future tours. Think about the conversations you had and the memories you made while the so-called “traditional industry” was on a break. You don’t have to fall back into old industry habits to succeed. The last year provided you with the opportunity to find new ways to sustain your career. Stick with them.

Just because you’re ready to tour doesn’t mean your audience will be at the show.

The vast majority of music fans have already returned to live music. They’ve gathered in venues, sometimes in masks, and felt that exciting-yet-awkward discomfort of being surrounded by complete strangers. They may have panicked once or twice as they remembered how people shunned such behaviors for the last two years, but most are happy to be back.

Still, some are staying home. Governments and cultures may be insisting people act as if everything is normal, but millions of immunocompromised people are still at risk. People are still scared. 

Additionally, many people who enjoy your music do not live where you can tour. These individuals have spent the last two years with the same amount of access to you as everyone else, which strengthened their connection to your music. If you let that engagement lapse, their passion for your music may dwindle.

As we head back out into the world, please make it a point to continue engaging with fans who can only connect with you through the internet. You may need to brainstorm ways to maintain that connection, but those efforts will be worthwhile. Your digital audience can be the best ambassadors for your music or the most outspoken. Nurture that relationship without demanding they risk their lives, and they will thank you for it.

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Check out these articles too:

5 steps to prepare for a successful live show

COVID safety measures to take while on tour

3 Bandsintown Hacks that I’ve used hundreds of times to book more (and better) live shows

Smart artists are livestreaming their album launches

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Still sitting on a COVID song? Still writing about the pandemic? Stop it. Shelve it. Put it away.

Many artists spent the last two years writing and recording new material. Nobody can blame a musician for being influenced by the surreal state of existence, but that does not mean that the masses are prepared for COVID-related songs or albums. Much like how many years need to pass before Hollywood produces a movie about a significant historical event, listeners need time to process and recover from COVID before they’ll be interested in seeing it dissected through art. We all spent the last year thinking about the pandemic, and many people would like a break. Don’t be the artist that tries to unite us through reflections on something we’re all still experiencing. Instead, find a personal angle to detail your experiences and build your material from there. What happened to YOU in the last two years? How did YOUR relationships change? What made the previous year unique for YOU, and what did YOU learn from it?

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James Shotwell is the Director of Customer Engagement at Haulix and host of the company’s podcast, Inside Music. He is also a public speaker known for promoting careers in the entertainment industry, as well as an entertainment journalist with over a decade of experience. His bylines include Rolling Stone, Alternative Press, Substream Magazine, Nu Sound, and Under The Gun Review, among other popular outlets.