Inside Sleeve: Lingering with the Music
We’ve been diving deep into user interviews lately, and wow, the insights have been gold. (By the way, if you’d like to join the conversation, we’d love to hear your perspective—reach out, and we’ll set it up!)
One recurring theme is the craving for a space where people can truly linger on music, savoring a richer experience.
Think about it—music isn’t just background noise. It’s stitched into our most meaningful moments. The song that played during your first kiss. The album that carried you through a tough year. But in a world where music is increasingly treated like a disposable commodity, are we losing the chance to connect with it on a deeper level?
Tuesday Trend: Paying to Reach Your Own Fans
I had a fascinating conversation recently with Danish artist Annika Åkjær, who vented her frustrations about social media algorithms—a struggle every musician knows too well.
Annika has 65,000 followers on Facebook and over 140,000 monthly listeners on streaming platforms. But when she announced her new vinyl release, only 200 people reacted. Why? The post didn’t hit the algorithm’s magic metrics, so most of her fans never saw it.
Fed up, she made a heartfelt video sharing her frustration. Ironically, that video exploded, reaching far more people than the original announcement. But as Annika pointed out:
“What’s the price for being overly emotional non-stop? Burnout!”
One comment on her video hit hard:
“I’ve been a hardcore fan and haven’t seen anything from you in months. I thought you’d gone silent.”
She hadn’t. Annika had been posting regularly—the algorithm just decided her updates weren’t “worthy.”
The reality? Artists are paying to reach fans who already follow them. As Annika put it:
“I have to share something that sparks debate. But that’s not why I make music, is it? I actually enjoy communicating with you, I love it, but I don’t want my posts to reach all sorts of people who aren’t interested, and I don’t want to pay to reach people who have already said they’re interested.”
Her story echoes across the music world. Artists want to connect authentically, but algorithms make it more challenging than ever.
Reflections: The Backstage Magic
On Sunday, I went to a concert with a close friend who isn’t in the music industry. After the show, we went backstage, checked out the instruments, and soaked up stories from the artists.
For me, it was just another day. But for her? It was extraordinary. She noticed things I’d long stopped noticing: the instruments, each with their own history. The quiet, unspoken connection between band members. The gritty, beautiful life of being an artist.
It was a reminder: what feels ordinary to one person can be magical to another.
Music has a way of creating those moments—breaking through the noise of life and pulling us into something bigger. That’s precisely the kind of connection we’re building with Sleeve: a place where music can truly be experienced.
Stay tuned,
Anna
