Ariel Hyatt is a powerhouse in marketing and PR for independent musicians. She’s written several books on the subject and is a sought-after speaker at events like SXSW, Grammy Camp, and music conferences around the world. Through her company, Cyber PR, she’s helped thousands of artists advance their careers, improve their music marketing, and build their fan base. We’re so excited to have her here today to share her insights.
You’ve written several books, and you just released a new one, right?
Yes! It’s called From Buzz to Bond. The inspiration came from watching artists—and speaking with them—navigate today’s music landscape, where over 100,000 tracks are uploaded daily to DSPs. That’s overwhelming. In the past five years especially, I’ve seen artists focus heavily on what I call buzz marketing, losing sight of bond marketing—the part that actually builds a sustainable fan base.
This book is short and focused—it’s a mindset book. Unlike my others that dive into tools and systems, this one is about shifting how you think. If you pour all your energy and money into chasing buzz but don’t invest in real fan connection, you won’t build a lasting music career.
That’s the big question for most artists—how do you actually build a fan base?
It’s not about spending all your time on TikTok or dumping money into Meta ads or playlisting. Sure, it can result in some dopamine hits and vanity metrics, but those plays don’t always translate to real fans or ticket sales. I see so many artists with a million plays who can’t fill a venue outside their hometown. That’s what this book is trying to address.
So how do you actually start bonding with fans in a meaningful way?
It starts with shifting your mindset from macro to micro. One fan at a time. Look at your email list. Look at your inbox. Who have you actually had a two-way conversation with? Who comes to your merch table after a show? Start capturing those names. Take ownership of your communication—don’t let Zuckerberg or Daniel Ek be the gatekeepers.
You need systems—what I call capture buckets—that help you build your fan base intentionally. That’s what the bond marketing section of the book walks through.
What tools are most important for this kind of connection? Email? Social media?
Email is still number one. It’s not flashy or fun, but it works. Setting up autoresponders, building a welcome series, and giving away something of value in exchange for an email address—these things shift your relationship with fans.
If email doesn’t resonate with your audience—maybe you’re younger—then maybe you build a text list, or use Discord. The key is using platforms you control, where your fans will actually see what you post. Social platforms don’t guarantee that.
Do some artists feel resistant to this kind of fan connection?
Yes. Some artists want that “cool distance” between themselves and their fans. Buzz marketing allows that—you just swipe a credit card and get on a playlist. Bond marketing takes effort. You have to figure out your voice, learn how to communicate it, and do the work. That’s why Buzz to Bond is a mindset book. Until you’re ready to commit to this approach, it won’t work.
At what point should an artist hire someone like you?
That depends on personality. Some artists are self-motivated and excited to learn new systems. Others hate logging into Mailchimp. I’ve had clients allergic to anything tech. For those artists, having someone like us as a thinking partner can be key. We co-create the marketing plan and walk alongside them—not just do the work.
How much time should an artist spend on marketing?
More than you think. You’re not selling sweatshirts or diet pills—you’re selling art. But just having good music isn’t enough anymore. You have to figure out what works for you and build systems—or find someone who can help you.
Even tools like AI can feel like having a great intern. It’s not perfect, but it’s a huge help.
Speaking of AI, how can artists use it effectively?
It’s great for tasks that are repetitive or time-consuming. For example, podcast pitching: AI can scan a podcast transcript, summarize it, and help craft a pitch—all in minutes instead of hours.
It’s also amazing for summarizing long blog posts into social media content in your voice. I use it for press release titles, captions, and resizing posts for different platforms. But remember: garbage in, garbage out. You need to define your voice first so AI can reflect it accurately.
Do you have a success story of working with an artist from the ground up?
I love working with artists who are just discovering their voice—not just musically, but in branding and marketing. One client had played all over the world as a side artist but had never built her own fan base. I had her go through all her messages and contacts—and she ended up building a 750-person email list in a weekend. That changed everything for her solo career.
When it comes to income, what do you recommend? Streaming? Gigs? Merch?
Definitely physical media and merch. Streaming pays fractions of a cent, and constantly feeding the algorithm isn’t sustainable. You need to monetize directly through pre-sales, bundles, Bandcamp, vinyl, and meaningful merch.
But be smart—don’t order a bunch of merch in sizes or colors your fans don’t want. Ask them first. Engage them in the process.
What’s your process for taking on new clients?
We don’t accept everyone. We want alignment. If someone comes in expecting a million followers or thinking a PR campaign will bring fans—that’s a red flag. PR gets you exposure, not necessarily fans. We want to work with people who have realistic goals, understand the landscape, and are willing to do the work.
What advice would you give to someone completely new to marketing?
Start with what feels good. Are you visual? Post photos. Do you like to journal? Write blog articles. Love video? Do that. Don’t force yourself onto TikTok just because someone said it’s “the way.” Do what aligns with your strengths and comforts. Even playing a few shows a year and connecting with a small fan base can be deeply fulfilling.
Focus on one thing at a time. Pick one platform. Don’t try to do everything. Use tools like ChatGPT to help—but always infuse your own voice and heart.
And your book? Where can people find it?
From Buzz to Bond is available on Amazon and directly from my site: cyberprmusic.com. It’s a quick read—around 70 pages—with diagrams and exercises. The goal is to shift your mindset and help you build real, lasting connections with your fans.
Thank you so much, Ariel. This was amazing. We're excited to share this with our clients and community.
Thank you for having me. It's so great to reconnect after all these years.
Thanks so much for this candid interview – it was fun! Sincerely appreciate the opportunity.