CJ Reich recently addressed the collapse of traditional music promotion channels. He highlighted the challenges facing bands in today’s music landscape in an interview with American Metal Magazine.
Reich’s comments focused on the dramatic shift in how bands can reach audiences and the limitations of modern promotional platforms.
“I believe in general there’s no more good… there’s no more radio — it’s not as powerful as it was,” Reich said. “MTV is just not there anymore. The infrastructure to get a band out there and promote it is really hard.”
He emphasized the critical importance of live performance attendance in the current music industry.
“And the power today is really how many butts you can put in the seats, and that really has to do with radio and exposure,” Reich continued. “YouTube’s just not gonna cut it — neither is social media.”
Reich concluded by explaining his approach to overcoming these industry challenges.
“So for us, it was like — if we made a show… a show is not dependent on the butts in the seats, or the hit song, or who’s in the band — it’s: what is the show?” he said.
Reich’s observations reflect broader changes that have fundamentally transformed how metal bands connect with their audiences over the past two decades.
The decline of traditional music promotion channels has created both challenges and opportunities for metal artists. SD Metal reported that the live metal music scene in 2025 remains vibrant, with legendary bands and emerging artists delivering electrifying performances worldwide. This resurgence in live shows demonstrates that metal music’s raw energy continues to thrive outside traditional media channels. The shows are coupled with innovative stage production and interactive fan experiences.
The shift away from conventional promotion methods has forced musicians to explore alternative strategies for reaching their fanbase. Illustrate Magazine found that musicians are increasingly adopting direct fan engagement strategies such as email marketing. This approach remains a highly effective way to promote music by offering exclusive access and personalized content. It circumvents the limitations of social media algorithms.
The music industry’s transformation has been particularly pronounced in how artists build sustainable careers. Frontman Philosophy revealed that streaming platforms now account for over 80% of music consumption. Artists typically earn only $0.003 to $0.005 per stream. This makes live performances and direct fan relationships more crucial than ever for financial sustainability.
Despite these promotional challenges, the metal genre continues to evolve and attract new audiences. Research from Artist Tools showed that successful metal bands in 2025 are leveraging community-building platforms, exclusive content releases, and strategic partnerships with influencers. These strategies help them maintain relevance in an increasingly fragmented media landscape.
