When to Let Go of Old Songs, Campaigns and Bad Habits

For me, marketing is the art of letting go.

Why? Because marketing is about testing, experimenting and knowing when to move on.

You can spend weeks planning a campaign, and if it doesn't do what you hoped, you need to let it go. Quickly.

Create slowly, and let go fast. But how do you know when it's time to move on? That's the skill you need to learn.

The price of letting go

When I first wrote this, I was recovering from a breakup. I mean that literally, and slowly but surely, I healed.

Deep down, you always know when something isn't right for you in the long run. But when it gives you some comfort for now, it's easy to hold on and tell yourself it'll get better.

Letting go isn't easy. But it's necessary.

My worst release ever

Years ago I made an electronic song. Six years later, I finally released it.

It went nowhere. People said it sounded outdated, and they were right. The EDM scene had moved on, and my song didn't fit anymore.

I released it anyway, knowing it wasn't worth the time or money to promote. And honestly, I probably shouldn't have released it at all.

Some songs are better left in the drawer, and that's okay. I made it because I loved it, and that's what matters most.

Should you let go of old songs?

A musician once DMed me after reading my rebranding guide. She asked, "What should I do with all my old songs? Should I keep promoting them after my rebrand?"

My answer: if you've done everything you can to make them work and they didn't, let them go.

You can always re-release them later on an album or a side project. But if they didn't connect the first time, forcing it won't change the outcome.

And here's the thing. You HAVE to keep going. Letting go of a song, a campaign or even an artist name doesn't mean quitting.

Giving up on your music career because of one bad release would be like me giving up on love because of one bad breakup.

There's something good waiting for you, and it's probably not what you expect. But you have to keep searching and refuse to settle for what isn't working.

How to get better at letting go

The best advice I have is journaling. Write down what frustrates you, what isn't working and how you feel about it.

When you put it on paper, your subconscious starts talking, and you see patterns you didn't notice before.

Or talk it through with someone. Just by saying your thoughts out loud, the answer often shows up. If you'd like that someone to be me, you can book a 1-on-1 coaching call and we'll go through it together.

What's holding you back?

Is something in your life or career keeping you stuck?

• Maybe your content isn't bringing in new fans.
• Maybe your music isn't getting good feedback.
• Maybe your environment doesn't support your dreams.

If something isn't working, it's time to stop and start letting go. Create a new path, and another one, and another one, until something works.

And when it does, it's incredible.