🎧 Listen to the episode below:
Creating content that actually connects
For many artists, content can feel like a full-time job on its own. From figuring out what to post to producing visuals that represent your sound, it’s easy to get stuck trying to keep up.
In this episode of Mastered. The Business of Music, Jenna sits down with CCMA-nominated Creative Director Connor Scheffler to unpack what makes content work … and how artists can bring their creative vision to life without losing authenticity.
The power of authenticity in your visuals
Connor has spent years working across the visual side of the music industry, from producing cinematic music videos to capturing live shows and creating social media content that pops. His advice for indie artists is simple: focus on being genuine. The best visuals tell your story, not just what you think people want to see.
That means you don’t need a massive budget to make great content. Start small, use what you have, and keep your message clear. Sometimes, the most relatable content is the kind that isn’t perfectly polished.
DIY content creation that works
For artists without big label budgets, doing it yourself is often the only option — and that’s okay.
Connor says your phone is one of the most powerful tools you have. Learn the basics of lighting, framing, and editing, and don’t be afraid to experiment.
Creating a mood board is a great way to stay consistent with your visual identity. Whether you’re shooting a music video, creating tour content, or planning social media visuals, having a clear direction helps keep your content cohesive and recognizable.
Collaboration and creative instincts
Even though DIY content is great, knowing when to collaborate is key. Connor encourages artists to find creative partners who understand their vision and complement their strengths. A great videographer, photographer, or editor can elevate your content while still keeping it true to who you are.
Trust your instincts, too. When something feels off creatively, it probably is. The best content is rooted in intuition and connection, not trends or algorithms.
The evolving world of content and AI
Jenna and Connor also dive into the growing role of AI in music and content creation. While AI can be a helpful tool for inspiration or idea generation, both agree it’s a loaded topic.
For artists, it’s important to find balance — using new technology without losing the human touch that makes your art unique.
Key takeaways for artists
- Authenticity beats perfection every time.
- Your phone is one of your best tools for content creation.
- A mood board helps maintain consistency across visuals.
- Collaboration can bring new energy to your creative process.
- Don’t shy away from showing imperfections — they make you relatable.
- Invest time and energy into live show visuals; they’re a powerful extension of your brand.
- Stay curious and open to new tools like AI, but stay grounded in your artistic identity.
Bring your creative vision to life
Listen to the full episode of Mastered. The Business of Music with Connor Scheffler for practical advice, creative inspiration, and tools to help you build content that truly reflects who you are as an artist.
👉 Listen now, follow Mastered, and start creating content that connects.
In country music, the Front Porch has long been a place of reflection. A place where you can look at the life you have inside that front door. A place where time almost seems to stand still, where you can get away. It’s also a place where you can go to observe the world as it passes by you. To think about your place out there beyond the driveway.
