The Anti-Algorithm Channel Mix for DIY Artists in 2025 🫠

Six platforms that work together (and separately) to remove the limiting reach and control of social media--while increasing connection, creative output & revenue.

Are you a DIY artist? Do you resent ‘having to do’ social media? Does short from video give you anxiety?

I have some good news for you. The era of Post & Pray 🙏 is coming to an end. In 2025, it may even be a strategic advantage to opt-out of social if you’re lucky enough to be a new artist. Why? Because while most established acts are tethered to the Meta-TikTok hamster wheel—you got options.

There are no new or game changing platforms to speak of. Instead, what’s changed is people’s attitude and behaviours around social media. In 2025, the real action in fan engagement will take place behind closed doors---via DMs, private channels and in safe, intimate spaces.

The data shows that Gen Z and Millennials crave:

• Private > public

• Safe spaces > social feeds

• Less followers > more followers

• Authentic discovery > algorithms

• Strength of connection > volume of content.

Below is a six-channel strategy that liberates emerging artists from short form dependency, should you want. The strategy behind this channel mix is simple: To help more early career artists move the needle.

Reasoning: It is the creative friction caused by social media and short form video (fear of judgement, toxicity, haters, lack of tangible results) that prevents artists from creating authentic content on a regular basis. Without consistency, it’s hard to build trust. Without trust, there’s no audience. Okay? Let’s go!

1. YouTube: Your 24/7 world-building engine.

YouTube has become the new television. More households now stream YouTube on their TV than Netflix + Disney+ (combined)—crazy. In a 2024 Nielsen survey, YouTube Premium tied Spotify as the most essential media platform across all age groups. As Mark Mulligen of MIDiA Research notes, "YouTube has become the de facto Wikipedia of artist discovery – it's where casual listeners transform into dedicated fans."

YouTube is for world-building. Use it as your digital home base. While short form video comes and goes, YouTube is forever ever. It’s search engine keeps your content discoverable long after release, so each video stacks on top of the next. YouTube is your content archive, where curious listeners go to learn more and core fans go to dig deeper. It works 24-7 building brand equity whether you have 50 or 50,000 subscribers. YouTube’s cultural dominance is only growing.

2. Pinterest: Because everything is an aesthetic now

In 2024, Pinterest emerged as Gen Z's social sanctuary—where they go to curate their visual inspiration, free from gatekeepers, haters and demanding algorithms. Gen Z represents 40% of Pinterest's 450M monthly users. While TikTok and IG reward or punish performance, Pinterest offers a chill channel that allows users to curate their feed, which resonates with Gen Z's growing demand for privacy and authentic discovery.

Tips: Use Pinterest as your visual vibes ecosystem, where your aesthetic can breathe. Think of it as your mood board come to life, where every pin builds your brand without the pressure of metrics or engagement.

“Millennials may have popularized Pinterest, but Gen Z is pushing the platform to new heights.” - Wired

3. Reddit: Your community crucible

Reddit's 500M monthly users include some of the most engaged listeners and dedicated fan communities. Its sub-genre specific subreddits allows any artist to find their lane. Artists like Bo Burnham and Lil Nas X built their day one fanbase on Reddit. Whereas IG and TikTok are increasingly pay-to-reach, Reddit is about organic engagement. There are ads, but they’re low key and you don’t need them to reach your community. Still, the most useful feature of Reddit for developing artists is honest, real time, community feedback and insight. Whether it's floating demos, merch designs, or marketing tactics, or running a community poll, ask for feedback on Reddit and ye shall receive. Use it to inform your decision making process before investing resources.

"Reddit is one of the few places where you can still get brutally honest feedback about your music. The anonymity actually works in your favor - people aren't trying to be nice, they're trying to be real." - Mike Shinoda (Linkin Park), Billboard

4. WhatsApp: A safe space for community building.

WhatsApp is the sleeping giant of fan engagement and community building. It has 1B daily users of which 600M (60%) are Gen Z & Millennials. It offers a private, safe channel for fans to find and connect with each other. Brands like Adidas, Netflix and Burberry use WhatsApp for community building, support and customer feedback—and so should you. With an average open rate over 90% it’s a direct line to your best fans, with international reach.

Tips: Use 'Channels’ to broadcast announcements, storytelling, new releases, exclusive offers, etc. Use Groups (up to 1024 members) as a private space for community building and fan-to-fan interaction. Use both channels to share rich content (beyond DM’s) including music & video files sizes up to 2G.

"The beauty of WhatsApp groups is that they create a genuine sense of community. When fans can interact not just with you, but with each other in real-time, something magical happens." - Jacob Collier, Music Business Worldwide

5. Email: Your sales pipeline + insurance policy.

I’ll take one email subscriber over 1000 Spotify streams. Why? While those streams generate $5, an email sets the table for a long term, repeat customer. A single $30 vinyl, merch or ticket sale generates 5x more than a thousand streams. Plus, you know who bought the vinyl! Compared this to DSPs or socials where you have no idea who is listening, or if they’re listening at all. Most importantly, YOU OWN the email. If Instagram, TikTok or YouTube get hacked, shut down or sold—there go your followers. Which makes the humble email, on top of everything else, your audience insurance policy.

“Email subscribers are 3.5 times more likely to purchase merchandise and tickets compared to social media followers” - Live Nation

6. Bandcamp: Because fans want to support their favorite artists, directly.

Bandcamp is your direct-to-fan storefront with built in fan engagement, and more. There is no subscription fee or restrictive algorithms to rain on your parade. You keep 80-90% of your revenue, control your pricing, and—crucially—own your audience. Unlike Spotify, Apple, IG or TikTok, Bandcamp provides email addresses of your supporters (with their consent) so you can grow the relationship beyond the platform. I know a few artists who make their living almost entirely from Bandcamp.

“Bandcamp's direct-to-fan model generates 3-4 times more revenue for artists compared to major streaming services” - Music Business Worldwide