That’s what bands like the Minutemen and Minor Threat and Fugazi did. They booked themselves gigs where their audience would want to go, they walked to record stores and talked to people and gave them flyers and asked them to show up.
We do this by taking the initiative. We’ve gotten it into our head that our customers should always seek us out, but that’s not going to work. There’s so much stuff out there, how do you expect people to find your signal in all the noise? You’ve got to find them. You’ve got to go to wherever the fuck they are and put yourself in front of them.
There’s nothing passive about what we do. When we make content, that’s not the end of the road. We don’t sign off on it like our work is done, we’re only at the earliest stage of what we’re about to do. We’ve still got to get out there and make people care.