Do You Love That Artist or Just Their PR Team?

You follow them for the fit checks. The perfectly worded captions. The edgy-but-safe takes. Maybe you even repost their tour promo or drop a fire emoji under their latest post. But ask yourself, when was the last time you actually listened to their music... more than once?

We’re in an era where artist branding is tighter than ever, and the music? Sometimes, it’s just the background noise.

The PR Machine Is Now the Main Act

Let’s be honest: half the artists going viral right now don’t have a breakout song, they have a breakout narrative. A mental health journey. A DIY origin story. A curated alt-girl aesthetic or mysterious sadboy vibe. And that’s not shade, it’s strategy. Branding sells.

The problem? PR has become more captivating than the actual sound. You’re not falling for the hook, you’re falling for the press release.

Not Every Artist Is the One Running the Account

We forget this too often: most artists at a certain level have teams running the show. That perfectly timed tweet? Scheduled. That vulnerable IG caption? Edited. That “spontaneous” TikTok moment? Strategized. You’re not just engaging with an artist, you’re engaging with an algorithm-informed brand identity built for maximum appeal.

And there’s nothing wrong with that… until it starts to replace the art.

The Music Doesn’t Always Match the Hype

We’ve all done it. Hyped someone up based on aesthetics and “vibes” alone, only to finally listen to the EP and think… damn, this is mid. But by then, it’s too late. The narrative has taken over. And if the music isn’t hitting? You’re gaslit into thinking maybe you just don’t “get it.”

Spoiler: it’s okay to say a perfectly marketed artist makes forgettable music. It doesn’t make you a hater, it makes you honest.

PR-Driven Careers Aren’t Always Built to Last

You can’t tour a backstory. You can’t sell out shows based on curated mystery. Eventually, the music has to hold weight. The artists who last are the ones who can strip the narrative away and still hit you in the chest with a lyric, a melody, a live set that actually moves you.

We’ve seen careers built off vibes fizzle fast. That’s because PR can open the door, but the music still has to keep people in the room.

So… What’s the Fix?

It’s not about rejecting branding or story. Artists are human. They’re layered. They deserve compelling narratives. But as fans, we need to listen deeper. Ask questions. Are you replaying the song, or just reposting the mood board?

As artists, we need to lead with the art. Make music that can exist without a viral rollout. Music that can hit just as hard in a quiet room as it does in a high-concept visualizer.

PR isn’t the enemy. But when the polish becomes louder than the performance, we lose what music’s really about: connection. So next time you hit repost, ask yourself, do I love the artist?