One of the tough parts of marketing in general is that the work is never finished. People are constantly in a situation where they have to devise new techniques. The bands that have stayed popular for decades are often good at reinventing themselves. However, they’re also good at making sure that other people know them, and this typically takes a talented marketing team.
Some people who try to do all of their marketing for themselves will more or less underestimate all of the challenges that will arise along the way. They can’t just set up a plan for how to market themselves. They have to constantly monitor the progress of that plan. This will often mean keeping track of any ratings and reviews, or any other piece of objective information that might be out there.
Reviews are not perfectly objective, of course. However, they absolutely do matter when it comes to how the general public perceives a new artist. People will usually read the reviews first before they listen to anyone these days. In fact, people tend to read reviews before they try out anything at all, making reviews exceptionally important in the modern world.
Some other reactions from the public might be a little bit harder for people to measure, but they do still matter. Most people don’t even want to read the comments sections that relate to their music, but the comments that people make online will still matter. Some people will say friendly or hostile things for their own sake, but there are still plenty of other people who are being sincere. Trying to categorize all of these different reactions can be a challenging prospect in its own right.
It’s obvious that even this part of the process is a full-time job, and that means that it requires working with full-time employees. Many musicians don’t even want to read the reviews of their work unless they’re positive, and they certainly don’t want to have to cope with the reactions of both dramatic fans and trolls. The marketers who they work with can often handle that, and they can effectively analyze what’s happening. They know how to develop a clear picture of what is happening and whether or not their campaigns are working. Their clients are not going to have to take on this responsibility themselves.