Claire Donzelli of Clarity Music Marketing Exclusive with Policy Wire

Claire Donzelli Policy Wire Exclusive: Building Authentic and Sustainable Music Marketing Strategies for Independent Artists

When it comes to navigating the music industry, independent musicians are often bombarded with promises of viral fame, skyrocketing streams, and overnight success. But as Claire Donzelli, founder of Clarity Music Marketing and an accomplished artist herself, points out, chasing empty metrics is a fast track to burnout.

In an exclusive interview with Policy Wire, Donzelli breaks down what it truly means to build an “authentic, sustainable” marketing strategy, how her dual perspective as a marketer and musician shapes her approach, and why true community is the antidote to the era of AI-generated curation.

Quality Over Quantity: The Real Meaning of Authentic Strategy

Donzelli has led national PR and advertising campaigns that have helped hundreds of artists grow their fanbases. Yet, she is the first to warn musicians against the allure of vanity metrics.

For Donzelli, an authentic strategy isn’t about what looks good on a screen—it’s about driving tangible results. “I’ve had artists come to me nervous about running a campaign to grow their streams, because a past agency promised the same thing and didn’t deliver,” Donzelli explains. Often, she discovers that previous efforts were simply traffic campaigns designed to rack up cheap views that never translated into actual listeners or engaged fans.

“Sometimes the strategy that helps most will ask a fan to take slightly more nuanced actions, and I’d rather be honest about that than sell an easy number,” she says.

Sustainability is just as crucial. A successful marketing plan must align with an artist’s lifestyle, budget, and bandwidth. Instead of spreading efforts thin across multiple platforms like TikTok, Instagram, YouTube, and Threads, Donzelli encourages musicians to lean into their strengths. “When you split your effort evenly… it takes five times as long to get traction anywhere,” she notes. “I’d rather an artist start where they already gravitate and do it well.”

The Musician’s Perspective: Protecting Creative Integrity

As a working musician—and a graduate of the Berklee College of Music— Claire Donzelli uniquely understands the exhaustion that comes with trend-chasing. This firsthand experience empowers her to push back against creatively hollow strategies, regardless of their potential to perform.

Reflecting on her own releases, she recalls watching marketing fads come and go. While TikTok dances dominated the landscape, Donzelli found her creative voice resonated better through well-shot static photography or subtle humor. “Dancing to a trending sound was never going to be the thing that worked for me,” she admits.

This empathy directly informs her work at Clarity Music Marketing. “You can see an artist’s face fall when someone hands them a strategy that doesn’t feel like them,” Donzelli observes. “Your marketing should carry the same creative spark as your music and feel like an extension of your voice, not a template slapped on top. When the marketing fits the artist, they want to show up for it.”

The Return of Authentic Discovery and the Clarity Indie 50

Looking at the current landscape of the music business, Donzelli sees a refreshing shift away from algorithmic dependency and toward genuine human connection. With the rise of AI-made music and automated playlisting, listeners are actively craving curation with a heartbeat.

“The trend I’m most excited about is a return to authentic discovery,” Donzelli shares. “Fans are finding new music through live events, pop-ups, community, and independent curation.” Whether it’s a dedicated music creator on TikTok or a passionate writer sharing recommendations on Substack, human-led discovery is reclaiming its space.

This passion for human curation is a driving force behind the Clarity Indie 50, a curated editorial spotlight celebrating emerging talent. “That’s a big part of why we run the Clarity Indie 50: to celebrate and uplift emerging independent artists we’ve found and believe in,” she explains.

For independent musicians looking to cut through the noise, Donzelli offers a clear directive: focus your energy on connection. “Focus on building community and getting in front of curators who genuinely love what you do,” she advises. “That kind of connection is what people need more of right now.”