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Artist branding is one of the most important pieces of your music career—and often one of the hardest to master.

Out of all the tips I’ve shared online, I never expected this one to go viral—but it did. Over 460K views on TikTok later, it turns out the music industry has some serious feelings about email attachments.

If there’s one answer I hear most often when I ask artists what’s holding them back, it’s this: “I just can’t stay consistent.”