Your music career runs on attention. Almost nobody knows how to earn it on TikTok.

The 24/7 trap

Labels tell artists to post constantly. It's the default advice in the music industry, and it's wrong twice over: it burns out the person doing it, and it doesn't work.

Playing guitar every day doesn't automatically make you a better guitar player. Plenty of people play daily for years and plateau, because repetition without attention just grooves in whatever you're already doing. Posting works the same way. Volume isn't bad. Volume without instinct just repeats your mistakes faster and louder.

And there's a second trap hiding inside the first: the performance video. When a clip of a song takes off, people are usually reacting to one moment in it, a lyric or a key change. They're following that moment, not you. A hit you can't explain is a hit you can't repeat.

What actually earns attention

Nobody owes you their attention. Making people care is the artist's job, and it's learnable. Inside, you'll learn:

• Value first. Entertainment, education, or anything worth someone's time, from a person they want to follow. The music reaches people through interest in you.
• Backstory as the hook. A true, specific story gives a stranger a reason to care and something to tell a friend.
• Comparisons as a doorway. "If you like X, you'll love Y" borrows trust your audience already has. There's no new sound, only new combinations.
• Specific detail. The details are what make a feeling land as real instead of generic.
• Raw beats polished. A fancy camera says "this is content." Raw says "this is real."
• A fan base, not views. The scoreboard is an audience you actually own and can build a career on.

Social media isn't a chore bolted onto your art. It's storytelling, the same craft as songwriting on a different canvas.

Why I built this

The music industry is built on attention. Like it or not, that's the difference between your song reaching an audience that doesn't know you exist yet and it falling on deaf ears.

I started this journey as a musician who was extremely frustrated. I kept putting tons of time and effort into highly produced music videos that I'd post and swear were going to go viral. I'd go to sleep every night after posting, unable to sleep, waiting to see how they did, only to get 300 views.

What it looked like before: a few hundred views on videos I put hours into.

I got so tired of that that I decided I was going to figure it out on my own. So I did.

I made a video called "listening to country songs until they say whiskey" to showcase one of my songs, and all of a sudden I got 20K views. Not viral, but definitely better than 300. So I did it again: 30K views. Then 300K. Then a million. Then my favorite bands growing up were commenting on my videos.

That's when I figured it out. Then I repeated it with "listening to emo songs until they say 'tonight'," and that one hit 7.4M views on TikTok and 2M on Instagram.

I've now built over 50 million views in the music niche, and over 67 million in total. My TikTok, @colinlockey, sat around 12K followers, and that was me posting every day. Once my content had structure and gave people a reason to follow, it went to over 43K in about a month and a half. Most recently, I started a brand-new Instagram account, @colinlockeyguitar, and grew it to 22K followers in about 3 weeks using these same concepts.

Most of what's out there takes one thing that worked for one person and calls it a rule. I don't teach that way. What's in here is what has worked and why, and you test it on your own account. I won't force you into a format you hate. If something isn't working, we figure out whether it's the format or whether you haven't found your voice yet.

A common misconception is that music and content are different things. They aren't. They're both creative. It's the same part of the brain you use to write a great song. Content doesn't have to be a chore. It can be a fun way to connect with your audience.

I know what you're thinking: "I hate social media." That's because no one has taught you how to use it yet. Used correctly, it can be such a fun creative outlet that adds to your music. The best musicians of all time were great marketers too. You just didn't realize it, because they took their career into their own hands.

I don't tell you what to say. I teach you how to package it in a way an audience will actually watch.

What you get

This is all-inclusive content mastery for musicians. It teaches you how to tell your story.

• Module 0: Music Marketing Myths. Clear out the beliefs that keep you stuck, starting with "post 24/7."
• Module 1: Why Attention Isn't Optional. The mental model behind everything else.
• Module 2: Building Your Instinct. Case studies of artists who earned attention in different ways, taught as training data, not templates.
• Module 3: Finding Your Voice on Camera. Stop performing, start connecting.
• Module 4: Getting People Interested in You. Value, backstory, comparisons, and the formats that are played out.
• Module 5: Building a Real Fan Base. Turn views into something you own.
• Module 6: For Labels. How to coach an artist through this when you're not the one on camera.
• Community and group calls. Share work with other artists going through the same material.

Everything is self-paced. You can make a massive difference in your content in less than an hour a week, and the more time you put in, the faster you get there.

Questions