Morten Jay, bassist and SoMe consultant on the left and double bass player, Mathæus Bech, right.

The majority spend several hours a day on it and see it not as a choice, but a necessity. Often with varying degrees of success, because algorithms are constantly changing and dictating a certain type of content, and it can be difficult for the individual artist to figure out how to be present on social platforms. The Danish Artist Association has spoken to two members who have each chosen their own approach to the task of being present on social media: "all in" and "all out".  

It's about regaining control 

Morten Jay is a bassist and can now add social media consultant to his business card. He knows how exhausting working with social media can be, but instead of turning his back, he has decided to go all in and has now established a company that specialises in helping colleagues on social media.  

"As a musician, you're constantly delivering content to platforms you don't own and where the rules of the game are constantly changing. It's a basic condition that feels unfair because you lack control," he says. 

Morten has tried to regain that control by understanding the platforms and why what he posted didn't "work". It's also one of the things many people who seek help from him ask about. 

If Morten Jay has to point to one thing that really works, it's authenticity: 

"The real thing has always worked and I don't think that's going to change. We're bombarded with AI-generated content, but you can still see and feel the difference between the real and the artificial," he says.  

When working with authenticity and getting the algorithm to recognise who you are, he uses the following advice:  

  • Be personal - without being private: The audience not only follows the music, but the people behind it. Share small glimpses of songwriting, rehearsals or the thoughts behind a song. 
  • Create a rhythm in your content: Recurring formats like "Thursday thoughts", "see my gear" or "backstage" make it easier for both the audience and the algorithm to understand what you're doing. Recognisability works - both humanly and technically. 
  • Tell stories - not just facts.
    Instead of just writing "we play in Randers on the 12th", share why The concert means something. A memory, an experience in the city or a special expectation. 
  • Think small - microcontent works.
    A short clip from practice. A quick greeting. A thank you to the audience.
    These small, honest snippets keep the profile alive and show the algorithm that something is happening. 
  • Reply to comments
    It's not just politeness - it keeps the conversation going and extends the life of the post in the algorithm. 
  • Be present when you're there and take breaks with a clear conscience: Use the human tone when you're online. Use it when you have something to say - and take breaks without feeling guilty.
     

You can't avoid social media 

According to Morten Jay, working with social media can feel like wasted labour and wasted time. But even if a post doesn't get many likes or you don't feel the direct response right away, it's important to be on the platforms anyway:

"It's important because the audience often recognises you there - but the way you present yourself has to feel genuine. It's about finding your own way, not pushing yourself into a certain role."

That's why it's important to make a plan - knowing that you can never control the algorithms. 

"You have to take yourself seriously as a sender. It's not about making funny videos for fun, it's an extension of your artistic work. At the same time, it's about finding a rhythm that doesn't drain you." 

Morten advises people to sit down on Sundays with a cup of coffee and plan the coming week's content: 

"It's extremely stressful to constantly have to think of something in the moment. I recommend making a simple plan: whether it's a calendar, Excel, Notes or paper and pencil doesn't matter. Just an overview 5-7 days ahead," he says, adding that it can be an advantage to use a programme where you can plan the actual release in advance.  

Here you can use Meta Business Suite if you use Facebook or Instagram. This way, the system handles the actual publishing of the post.

"And then during the week, you can do a couple of stories when something natural comes up," he says.  

 

Chose to ditch the whole thing

Double bassist and composer Mathæus Bech has chosen a completely different path. He deleted his social media - both privately and professionally. 

"I started to reflect on the ethical aspects of social media, like how it affects our time and mental wellbeing. It worried me, especially if we became completely dependent on it. So, I set out to disprove the need by ditching it all," he says. 

The decision was made in autumn 2021 and implemented in the New Year as both an experiment and a personal choice. 

"After just a few weeks, I noticed that my quality of life increased. Time slowed down in a good way, as if I had freed up time I previously spent on social media." 

He emphasises that this is not a solution for everyone. Choosing not to be on social platforms reduces his visibility. But for him, it's worth it. He has more direct contact with his collaborators, more time for his artistic work and generally more peace of mind:  

"My goal is to play music for life without losing the joy of it. That requires a different set of rules for me." 

Instead, Mathæus spends more time writing emails and calling his audience, and it feels more meaningful, he says:  

"The important thing is to feel and dare to choose what gives me the most energy."

You can read more about social media as a working environment for artists in our article here. 

Text by trade journalist Mathias Krogsøe & Alberte Silberbrandt