BACON BLOODY BACON: Matt Bacon on Why Creating Off-Brand Content Matters

One of the things that I think people don’t understand is the importance of documenting and creating content about the people around you if you want to grow. That’s why we talk so often about the value of being a music journalist or having a podcast or something to grow your contacts in the scene.

But why does it matter that we create content? Well, that’s a very good question. What it boils down too is that it boost awareness of who you are, allows you to connect with others, and perhaps most importantly it established legitimacy by proving you are dedicated to the community.

3. How Creating Content About Others Builds Awareness For You

So here’s the thing. When you write something and post it on social media people will notice. Maybe not a lot of people, but some people will notice. Maybe you don’t get traction off your personal page but you share it in relevant groups and try to get people to share it, point being, your name is attached to a thing. That’s a crucial first step.

Then as you do more and more things people will start to realize who you are. This is exactly how I turned a tiny review blog I started when I was 14 to a full-time music industry job by the time I was 19. I just kept putting stuff out there and it meant I was engaging and growing my name. It’s that simple.

2. Creating Content Allows You To Network Better

This is another big one. When you do something nice for other people or write about them or do something to support someone else, shockingly enough they often want to get to know you. This means that you are going to start to build relationships.

As basically everyone knows – relationships lead to more power to get what you want done. After all, it’s like the old adage says, “It’s not what you know, its who you know.” Well, when you create content you are rapidly able to scale the “who you know” side of things.

1. It Establishes Legitimacy

This is another key behind it all. When people see you are genuinely dedicated to your community they become a lot more likely to want to work with you because people want to work with folks who they think are dedicated and who seem to give some sort of a shit about the scene.

No one wants to work with someone who has a me-first mentality. Everyone wants to work with someone who is focused on lifting up the people around them. It’s not a complicated notion and you can engage with this right away. So when you create content realize that you are proving you are a meaningful and positive force in the community.

So yeah… creating content is really important. It can take so many different formats too. You just need to make a point of going out there and actually doing it, showing that you are committed and then using that as a platform to grow.



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Matt Bacon is a consultant, A&R man, and journalist specializing in the world of heavy metal. Having worked with everyone from Glam Rock icon Phil Collen of Def Leppard, to post Black Metal titans Alcest, by way of legendary thrashers Exhorder as well as labels including Prophecy Productions and Ripple Music, he has dedicated his life to helping young bands develop. Having started his own blog at the age of 14 he views his career in artist development as ‘a hobby that got out of hand’. In 2015 he formed Dropout Media in order to better support the artists he loves. We sit here now, years later with countless tours booked, records released and deals signed, and loving every minute of it.

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