Kush says musical talent alone is not enough to build a successful career, arguing that artists must also understand marketing, branding and how to properly present their product.
He compared music to selling a product that may be excellent but remains unknown because nobody has been told where to find it.
According to Kush, another person may have an inferior product but still achieve better sales because their marketing creates greater visibility.
He said artists should therefore avoid assuming that a strong song will automatically reach listeners.
Kush also stressed the importance of believing in your own product before expecting outsiders to invest money, time or resources into it.
He used Lola as an example of someone he believes understands branding, saying an artist’s identity can sometimes become just as important as an individual record.
Kush said audiences develop relationships with brands, personalities and consistency over time.
For emerging artists, he believes the lesson is simple: good music is important, but people first need to know the music exists.
