MUSIVERSE: Feeling and Cohesion
If there’s one thing I’ve learned from listening to hours of indie music submissions, especially through platforms like Groover, it’s this: a lot of artists are working hard to be different. And I get it. The pressure to stand out is real, especially when the market feels saturated and social media rewards novelty. But the thing most people forget is that being unique doesn’t matter if it doesn’t make people feel something.
I’ve lately noticed that in trying to be different, some artists get lost in overly complex melodies, experimental vocal pitching, or lyrics that are so specific they feel like private diary entries no one else was meant to read. Songwriter and record producer Finneas recently spoke about this too. He said modern songs have become too over-specific and that artists are forgetting something crucial: music is supposed to connect. It’s supposed to feel human. Listeners don’t want to be impressed as much as they want to be understood.
That’s where real branding often begins. At JV Agency, we tend to think of a music brand not as a look or a logo, but as a world to connect with. The most compelling artists don’t just release songs, they build universes. Their music, visuals, captions, outfits, and energy all feel like part of the same story. Their brand doesn’t feel like a costume, it feels like a place fans can return to.
The good news is, you don’t need a label budget or an entire creative team to start building that world. You just need consistency, honesty, and a commitment to making people feel real.
It starts with how you show up. Whether it’s your hair, your clothes, or the way you speak to your audience, pick something that reflects your sound and your message and stick with it. Of course, evolution is inevitable. In fact, the best artists shift their look and tone over time. But even when they change, they’re still recognizably them. A certain color, mood, or phrase shows up again and again, quietly grounding everything. These are the little anchors that help fans feel like they know you, even if they’ve never met you.
The same goes for the way you perform or record. One of the most powerful (and affordable) ways to expand your musical universe is by releasing different versions of your songs. Acoustic takes, live sessions, remixes, or demos all invite fans deeper into your process. Simpler arrangements, especially ones that lean into melody over cleverness, often land harder than overproduced tracks trying to prove too much. The fact is that people are drawn to what sounds and feels good, not what’s the most complicated.
What we’re seeing matters too. Whether it’s your single artwork, your Instagram feed, or your merch, everything you share should feel like it belongs to the same world. That doesn’t mean everything has to match perfectly, but it should all reflect the emotional tone of your music. If your songs feel warm and nostalgic, let your visuals carry that softness. If your sound is loud, punchy, and chaotic, let your designs mirror that energy. Fans don’t always consciously notice these details, but they absolutely feel them. It’s that emotional consistency which builds trust and loyalty over time.
Even small things like intros or signing off your captions in a unique way can make a big difference. Habits build familiarity. When people feel like they know you, they’re more likely to listen, follow, and share.
At the end of the day, you don’t need to be the most original artist in the world. You just need to be the most honest version of yourself, consistently. Music is about feeling, and branding is about giving people more ways to feel it. If you focus on crafting an emotional experience and showing up the same way across everything you do, you’re already ahead of the game.