But John Mayer’s main reason for discouraging promotion came from his own struggle to curb using social media, which should have been an outlet for promotion but eventually became an outlet for artistic expression. Mayer shared that he found himself asking himself questions like “Is this a good blog? Is this a good tweet? Which used to be is this a good song title? Is this a good bridge”
And possibly more alarming, Mayer realized that pouring creativity into smaller, less important, promotional outlets like twitter not only distracted him from focusing on more critical endeavors like his career, it also narrowed his mental capacity for music and writing intelligent songs.
“The tweets are getting shorter, but the songs are still 4 minutes long. You’re coming up with 140-character zingers, and the song is still 4 minutes long. I realized
about a year ago that I couldn’t have a complete thought anymore. And I was a tweetaholic. I had four million twitter followers, and I was always writing on it. And I
stopped using twitter as an outlet and I started using twitter as the instrument to riff on, and it started to make my mind smaller and smaller and smaller. And I
couldn’t write a song.”
Although twitter was his most frequent whipping boy, Mayer also targeted the urgency beginning artists feel to update their blogs and youtube channels with new songs or videos to maintain steady flows of interest for their work. Instead, Mayer explained that he found the separation of creation and promotion necessary in his own career, saying, “as you start playing music you’re going to stop thinking about getting better. As soon as you flip the switch into showing other people your music, for some reason, the other brain sort of goes away.”
“You got the distraction of being able to publish yourself immediately, and it is a distraction if you’re not done producing what the product is going to be that you’re
going to someday use the promotion to sell – I had to go through the same thing I’m talking to you about – what you have to go through – which is to completely
manage all the distraction. Manage the temptation of publishing yourself.”
So, to avoid the temptation of publishing himself and to increase his mental capacity for creativity, Mayer deleted his twitter, stopped blogging, and created a strict regime for recording his next album.
Idea that social media becomes a form of creativity that distracts from song writing creativity is interesting. Usually just treated as a distraction, not a creative rechanneling.