Why Repetition is Your Best Friend

Musicians often worry about repeating themselves. When I ask why, they often tell me things like,

“I don’t want to be cringe.”

“I don’t want to annoy people.”

“It just feels so try hard.”

“I get sick of other people constantly banging on about it; why would I do the same thing?”

I’m here to tell you, I get it.

When I was promoting my band, I had this exact fear. I worried that my fans would get tired of hearing the same messages in my songs, my social media posts, and during my performances.

But then I learned a valuable lesson:

By the time you’re tired of playing it, the first person is only just hearing it.

This holds true for you. Your fans are not as engaged with your content as you are. Only around 10-20% of your followers will see your posts on social media (if you’re lucky). That number jumps all the way up to 50% if you email them (again, if you’re lucky).

All this is to say one thing: you should feel like you’re constantly repeating yourself.

Repetition helps ensure your message is heard. It’s crucial for promotion. Being known for something requires consistent (and constant) messaging.

Plus, there’s little to no chance anyone’s going to care if they see you promoting your album or song or whatever if they see you doing it differently each time (more on that in a minute).

YNG Martyr, the Dude Down Under Who Does It Over And Over

Someone who excels at this approach in a major way is YNG Martyr. He’s a 21-year-old Indigenous rap artist from Canberra, Australia who got his start in just about the strangest way you could imagine: challenged to a freestyle rap battle in a video game chatroom. Maybe it’s this inauspicious start that affords him his devil-may-care attitude. All we know is he’s killing it on TikTok by beating repetition to death—and it’s working. In fact, it’s been working for years now.

@yngmartyr

I ❤️ TAX EVASION

♬ 50k – YNG Martyr

By hammering his tracks like “Melancholy Dreams” and “50K” into his videos over and over, he’s making sure those hooks get lodged in your brain. And with over 5.1 million likes on his videos, it isn’t just a gimmick; it’s a calculated assault on the TikTok algorithm, shoving his content into more feeds and making his name impossible to ignore. But don’t take our word for it; just peruse the wild variety of takes on a hook he can come up with.

How MAAFA Does It

An example of this ability to repeat your message without it ever going stale comes from our good friend and long time family member, Flora Lucini of MAAFA. She’s been hammering away at the inequity and divisive politics that permeate not just the superstructure of the industry, but in her very own scenes in Brooklyn, NY. There isn’t a day that goes by when Flora isn’t repping her community, whether it’s through stories, reels, interviews, posts, or shows. No matter the medium, she continues to educate, support, and protest, all in equal measure—even when she’s being interviewed by The Guardian.

MAAFA // Photo Credit: Jeanette D. Moses

It’s partly why she’s a fixture within the community, and partly why the release of their debut album last Juneteenth continues to impress, leading to shows with bands like Sick Of It All and Zulu. Throughout it all, there’s Flora’s wicked way with words, able to effortlessly adapt and repurpose, but always hitting with power. Just one of countless examples here: “How can I be a guest in your house when you’re standing in a home my ancestors built?”

Repetition ≠ Monotony

I want to be clear: repetition doesn’t mean monotony. You can keep your content fresh by varying how you say it. The key is to understand the difference between an idea and its execution. Here are just a few different ways to switch up the format:

• Talking to Camera: Grab your phone and talk directly to your fans. Show them your raw, unfiltered self and spill your message face-to-face.
• Voice Over with B-Roll Footage: Slap your message over some killer video clips. Let the visuals do the talking while you drop the knowledge.
• Carousel Post: Hit social media with a series of punchy images or graphics. Keep them swiping to get the full story.
• Skit: Make ‘em laugh with a short, badass skit that drives your message home. Entertainment meets enlightenment.
• Interview: Sit down with anyone—friend, fan, or fellow artist—and hash out your message. Conversations add depth and keep it real.
• Stitch a Relevant Video: Find a video, relevant or totally off-the-wall, and stitch your message onto it. Make it pop and grab attention.
• Newsjacking: Hijack the latest headlines or pop culture trends to deliver your message. Ride the wave of what’s hot right now.
• Visual Art Collaborations: Team up with visual artists to create mind-blowing art that amplifies your message. Share it everywhere—social media, posters, you name it.
• Themed Playlists: Curate killer playlists that echo your message. Share the tunes with context and commentary to connect deeper with your audience.
• Behind-the-Scenes Content: Pull back the curtain and show the gritty reality. Share footage from your creative process, recording sessions, or just your day-to-day grind.
• Animated Videos: Bring your message to life with animation. Make complex ideas punchy and engaging with visual storytelling.

TL;DR: Repetition, done right, can be your greatest ally in building a loyal fanbase and a strong personal brand. It’s not about subtlety; it’s about making a noise that can’t be drowned out.