Artists are often appreciated for their versatility and range when they have such an ability. If an artist can sing, rap, and make music for just about every emotion, it tends to draw in a larger fanbase. Performing and creating music for a larger crowd translates to more supporters that will stream an artist’s music, purchase their merchandise, or attend their shows. In short, it’s a clever marketing strategy that can be implemented by most artists and has been done successfully in recent years.

Some of the most popular artists that have used this technique include Childish Gambino and Post Malone, with other upcoming artists such as Briston Maroney effectively using this method. While Post Malone’s albums tend to have a similar sound, the songs range from acoustic pop (“Stay”) to slow indie (“Feeling Whitney”) to full-blown superstar rap (“Congratulations”). These different songs on each album allow the artist to attract different musically-inclined fans to each of their albums as they look for what interests them.

Childish Gambino, on the other hand, has crafted widely ranging and distinct albums for his fanbase to consume. Whether it be his debut album “Camp” which consisted of hard-hitting bass and lyrics revolving around “shock rap”, or the alternative R&B hit album “Awaken, My Love!”, the albums contain a vast amount of range.

However, the range goes by an entire album rather than song, causing a fan to go after a certain album as a whole based on their mood rather than specific songs from each album. Creating something for everyone will draw more people in, making more money from streaming and supporting your music.

While recommending to go to the level of variation that artists such as Gambino and Post may be a bit of a stretch as it’s easier said than done for a newcomer artist, it would be wise to make different music here and there. This variation can include the typical “sad rap”, club hits that are often played at bars, nightclubs, or parties, or fast/technical rap filled with lyrical content. This will prevent an artist from getting typecast as having the same beats, flow, or songs “that all songs sound the same”.

While this isn’t always a bad thing, as it allows more people to recognize you, it prevents your music from obtaining a high amount of replay value. If an artist is passionate about the type of music they make currently, it may be looked at as “selling out” when they introduce their fanbase to a new sound from them. However, if they’re still creating the music they love along with other variations, it still lets them do what they love and gain new supporters. Changing up your sound will keep things interesting with the fans and they’ll be able to connect with some of your music at any time of day if done correctly.

While this strategy takes time, as it takes practice to perfect new sounds and genres to the point of attracting newcomers, it’s most certainly effective. Having a variation of sound within the artist’s discography that ranges by genre or emotion will boost the likelihood of a new fan finding something for them, as well as fans listening to their music more often as their emotions change over time. This strategy translates to the idea that relatable music often means replayable music, gaining the artist more streams and a larger profit as they rise to the top.