If you feel like your self-confidence is being undermined by ads and social media posts calling attention to supposed weak points in your music production, you’re not alone. Here’s why this kind of negative marketing can be damaging to your creativity.

Musicians and producers don’t have it easy in the 21st century. Not in the sense that making music is more difficult now than it used to be: in fact, the opposite is almost certainly true. What is challenging, though, is the number of different roles artists are asked to take on when making a song. Once upon a time, an artist merely wrote and performed the song: then there was the producer, the engineer, and of course the mixing and mastering engineers on hand to create a finished product.

Nowadays, of course, many of us choose to do all of this ourselves – and without the benefit of formal training, most amateur producers will turn to the internet for guidance. But here, all too often we’re assaulted with a veritable waterfall of negative marketing, with both companies and influencers telling us repeatedly that our skills aren't up to scratch and our music is terrible.

Just run a quick search on YouTube for the term “your mix sucks”, and you’ll see just how many negative videos are targeted at producers learning their craft. This constant inundation of anxiety-inducing content — much of it also offering contradictory advice — can have a serious impact on our wellbeing, our creativity and our ability to make music.

Music-making has been proven to be beneficial to our health; it can also assist in things like addiction recovery and psychotherapy. But on the flip side of this is the relentlessly negative messaging that many of us face on a daily basis, threatening to undermine the very thing that’s supposed to give us joy. Here’s what’s really going on – and how you can learn to avoid it.

## The science behind negative marketing

When asked why influencers take such a critical and negative approach, content creator and soundtrack composer Dave Hilowitz answers succinctly: “because it works.”

“As artists, we all have our insecurities,” he continues. “For most people, producing music is an incremental process: you have an idea, you record it, you take a break, etc. At some point in that process, it’s common to feel self-doubt. And it’s at moments like these that seeing a YouTube video that says something like, ‘Your song sucks. Here’s why!’ is going to seem like an omen.”

Dave is right – it does work. Humans have been advertising and marketing for more than a hundred years, so there’s a vast amount of data available from psychological studies that shows what happens psychologically when we engage with this kind of content, and the reason why it’s so effective is because it plays on our emotions.

Advertisers use a broad arsenal of tactics to convince us to buy products and services, many of these relying on **fear-based marketing** and **emotional manipulation**, and social media has taken this to an even more damaging level.

“Algorithms designed to maximize engagement often prioritize content that elicits strong emotional responses, whether positive or negative,” psychologist Howard J. Rankin says in Psychology Today. “This can create echo chambers where users are continuously exposed to content… making it difficult to escape the cycle of manipulation.”

“I can’t stand it,” Dave says. “It feels like a cheap psychological trick. Tactics like that are, in a very real way, making people’s online experience worse.”

> I’ll almost never click on a video that has a negative title or thumbnail, and even seeing them pop up in my feed makes me feel worse

The more that music-makers are exposed to these tactics, the more they're processed at a subconscious level. “The Low Attention Processing Model argues that because we are very accustomed to seeing adverts on a daily basis, our minds stop processing them consciously and leave them to the subconscious to deal with,” explains Adfree Cities, an organization pushing for public spaces free of advertisements.

“I’ll almost never click on a video that has a negative title or thumbnail, and even seeing them pop up in my feed makes me feel worse,” agrees Dave. “The message from the thumbnail gets internalized even if I never watch the video, and it’s frustrating because the videos that do this often have really great advice that could just have been packaged a little bit differently.”

The **parasocial** nature of our interaction – where as consumers of content we begin to feel an emotional attachment with social media influencers – compounds this. “According to parasocial interaction theory, [influencers] foster a sense of intimacy with their followers by mimicking real-life relationships, creating emotional connections,” one study notes. We grow to trust them, which makes their words more powerful, more persuasive and even more damaging to our creativity.

## “Fear can be a powerful motivator”

One of the most pernicious ways that negative marketing can elicit anxiety and self-doubt is by convincing us to work in some arbitrary “right” way: if a mix or song isn’t hitting perfectly, the message implies, it must be because it's "wrong".

“There's a genuine fear among music production beginners of doing things wrong, and I've seen that come up time and again through my own audience surveys,” says Sara Carter, the mixing engineer and content creator behind Simply Mixing. “On YouTube, channel success comes down to getting someone to actually click, based on your title and thumbnail, and a problem-focused angle can feel more urgent and immediate than a solution-based one. Fear can be a powerful motivator.”

> There are many people who will tell you that your music will never sound good unless you are using some special mic preamp or a professional-grade audio interface

Further issues may arise over confusion around the term “mixing engineer”. “There's something about the word ‘engineering’ that makes people think it's all fixed rules and correct answers,” continues Sara, “but audio engineering is also very much a creative endeavor, and that changes things significantly. There are a handful of technical principles worth taking seriously – gain-staging being the obvious one – but beyond that, the so-called rules are really just starting points or guardrails.”

Another trap that’s easy to fall into is being convinced that you need the right gear — and that if you don’t have it, your music won’t be worth listening to.

“On today’s internet,” says Dave, “there are many people who will tell you that your music will never sound good unless you are using some special mic preamp or a professional-grade audio interface with a high-quality DAC. As a person who tried a lot of different stuff, I know that many of the upgrades that are being recommended have had very little impact on the sound of my music.”

Compounding the problem is the sheer amount of **conflicting information** available. It’s hard to do the right thing when what’s “right” seems to change whoever you ask. One so-called expert may tell you to *never* put delay after reverb in an effects chain, while another will swear that that’s what all the pros do. Knowing which route to take then becomes impossible, which can lead to anxiety and frustration.

“YouTube is a great resource, but it's fragmented,” says Sara. “Choose one or two people to follow and stick with them long enough to actually apply what they teach, rather than constantly chasing the next tip. That consistency helps build confidence and makes the whole process more satisfying.”

Something else to keep in mind is that just because someone is giving advice, that doesn’t mean their advice is correct. Influencers often don't become popular because of their knowledge or expertise, but because of their ability to build audiences by creating relationships with viewers.

“By establishing intimate parasocial relationships with their followers, [influencers] can alchemize into powerful thought leaders,” the aforementioned study notes. “However, they are not necessarily better informed than anyone else. Nor do they command greater expertise than experts. This chasm between influence and credibility can breed misinformation and disinformation.”

## How can we avoid this trap?

The fundamental problem is a double-edged sword: we turn to sites like Instagram, Facebook and YouTube to gain skills and increase our confidence, but the marketing tactics we’re faced with on those platforms often have the opposite effect. Many of us are reduced to states of crippling doubt, and our music and creativity suffer as a result.

How can we avoid this trap? It’s tempting to say to “turn off your phone” but this, as we all have likely experienced, is easier said than done – and it’s not always practical.

“One of the best things you can do to cut through the noise is **stick to one or two mentors** rather than trying to absorb everything from everywhere,” advises Sara. When in doubt, look beyond influencer advice and trust your own ears. “A good reference track also helps here,” she adds. “It gives you a fixed point of comparison so you're not making decisions in a vacuum.”

You can also try **rejigging your algorithm**. If your feed is dominated by videos pushing negativity, stop engaging with them. The reason they’re popping up is that the algorithm noticed you were watching them and pushed similar content in your direction.

Spend a few days pruning your feed, engaging with content that has a positive spin, and this will tell the app what you *don’t* want to see. Without the onslaught of negativity, you may find your confidence rising; and remember, even professionals — the ones that you’re watching for information — have moments of self-doubt.

> A home studio producer who's passionate and willing to put in the work absolutely can achieve professional-sounding results

“Early in my professional career I had very little self-confidence and spent a lot of time comparing myself to the people around me,” says Sara. “It took me a long time to recognize it as impostor syndrome. So when I'm teaching, I want people to feel like they can do this, because most of the time they're already doing better than they think. A home studio producer who's passionate and willing to put in the work absolutely can achieve professional-sounding results.”

Dave recommends going easy on yourself when evaluating your own work, and keeping in mind that a song doesn’t have to be perfect. “Be kind to yourself,” he advises. “So much of writing and recording music is about learning to manage your own emotions. It’s very important to learn to be critical of your work without hurting your own feelings.

“If you feel like you’ve written a lousy song, it doesn’t mean you are bad at writing music in general, it just means this particular song isn’t working – which is fine! You have to make some bad music in order to make good music.”

## A plea to brands and influencers

Advertisers and influencers, you have a choice. You can contribute to the anxiety and self-doubt of the music production community by appealing to their deepest fears, or you can take a less self-serving approach and strive to create confidence in your audience and your customers.

This kind of messaging may even benefit both parties in the long run. Aside from the fact that fear-inducing content can lead to heightened anxiety and stress, studies have shown that though it's initially effective, it can ultimately lead to "defensive avoidance", where consumers ignore the content to protect their mental wellbeing. In other words, short-term gains achieved by scaring your audience into engagement may eventually backfire.

This positive and encouraging approach worked for Sara and for Simply Mixing. “I've experimented with more problem-focused content and it's never landed as well with my particular audience as the solution-based stuff. Honestly, that suits me fine, because those videos felt a bit jarring to make.

“I’m naturally a glass-half-full person and I tend to give people the benefit of the doubt,” she concludes. “I genuinely want to help people overcome problems – that's what makes the difference for them long-term.”

Ever seen a video that convinced you "your mix sucks"? Brands and influencers are chasing engagement by telling amateurs their music isn't good enough \u2013 but this anxiety-inducing messaging can damage confidence as it drives clicks

Why Negative Marketing in Music Production Is Killing Your Creativity (And How to Stop It)

Somewhere between the WNBA’s biggest cultural moment in a generation and streetwear’s full takeover of professional sports, Indiana found its guy.

Pacers Sports & Entertainment is betting on that find at scale, naming **Jas Bell** its first global design and product director. The newly created role gives Bell oversight of the visual identity for both the Indiana Pacers and the Indiana Fever at a time when both brands are expanding far beyond the court.

Bell, known professionally as **Leonardo Chop**, is a creative strategist whose portfolio includes art direction for SZA and a co-sign from Metro Boomin. Over the past few years, he has proven merchandise doesn’t have to be an afterthought sold in a team store; it can be an item that makes a stranger in Tokyo or Berlin stop and ask where to buy it.

This is not Bell’s first time working with the Fever. He was a key creative force behind the team’s *Stranger Things* collection, a collaboration that sold out quickly and earned a **Silver Clio Sports Award**. He’s spent his career sitting at the exact intersection PS&E is now chasing: streetwear, art, music and sports culture colliding into something that doesn’t feel like a generic licensed product.

The numbers back the ambition. The Pacers and Fever have posted some of the highest per-capita game-day merchandise sales in professional basketball, and PS&E is one of the few organizations that runs its retail operation fully in-house. Bell’s job is to transform that infrastructure into a consistent visual identity that can scale from Gainbridge Fieldhouse to global stages, such as the Pacers’ Nov. 7 game in Mexico City.

In a conversation with Andscape, Bell discussed what it means to design for a fanbase that may never watch a game but wears the merchandise anyway; how he protects the influence of the **Black women** who built women’s basketball culture from being flattened into a trend; and why he wants the next era of Fever and Pacers product to be remembered as **cultural artifacts**.

![Jas Bell poses in front of the Indiana Fever logo.](https://andscape.com/wp-content/uploads/2026/07/02.jpeg?w=700)

**The Fever aren’t just a basketball team anymore; they’re a cultural property. How do you design for people who engage with the brand?**

**Bell:** I wouldn’t say the role changes, but the canvas definitely expands. My design process has always been about **world-building** and treating brands as cultural properties. It’s actually built to bridge that gap. We want to design pieces that translate to anyone, whether they are sitting courtside or just out in their city on the day-to-day. We’re designing for the culture now, and in this next phase, you’re going to see a massive elevation in how that comes to life and our impact.

**Tunnel fits, social media graphics, merchandise, and arena experiences are all part of the same ecosystem. How do you create a cohesive system rather than a collection of assets?**

**Bell:** I think I have quite a bit of experience in this specifically. When you just create deliverables, you get a collection of assets. When you want to create a story, you have to engage in **world-building**. I approach a season the same way I approach a tour or rollout. You don’t design a hoodie, a social graphic and an arena backdrop as separate items on a checklist. You establish the visual universe first.

**What does this specific era of the Pacers/Fever look like, and how does it feel?**

**Bell:** Once that foundation, that North Star, is set, every single touchpoint naturally speaks the same language. Whether it’s design style, the colors, an Instagram reel, or the physical environment of the arena, they all feel cohesive because they all live in the exact same world.

**Women’s basketball has historically borrowed visual language from men’s sports. What opportunities do you see to create an aesthetic that feels native to the WNBA?**

**Bell:** The WNBA has a unique energy that stems largely from **individuality**. I think there is so much beauty in the culture the players are already building on and off the court. That translates and permeates through the teams in a special way. The opportunity to design with the same level of taste they already harness is a blessing. We’re moving past the era of just slapping a team logo on a basic hoodie. It’s about creating a visual world that reflects the power, style and cultural influence these women hold, while also providing pieces anyone can wear to show their support for women’s sports.

**Black women have been central to the growth of women’s basketball culture for decades. How do you make sure that influence is reflected in a team’s visual identity instead of being referenced when it’s trendy?**

**Bell:** You make sure it’s authentic by recognizing that their influence is a permanent part of the league’s foundation, rather than a seasonal trend. To me, the magic of the WNBA is the collective **sisterhood**. As a design director, you don’t honor a specific influence by isolating it; you honor it by making sure it’s naturally woven into the DNA of the brand, because it is! One of my jobs is to listen to the players and build a visual world that authentically represents the impact they have had and continue to have every single day.

![Jas Bell visits the Indiana Fever team store](https://andscape.com/wp-content/uploads/2026/07/19.png?w=683)

**When you think about the Fever, are you more interested in honoring the game’s history or building something that feels entirely new?**

**Bell:** I actually don’t believe those two concepts have to conflict or fight each other. One of my favorite approaches to design is taking something classic and pushing it through a completely modern lens. You honor the history of the game through the franchise’s heart and heritage, but the execution, silhouettes, and storytelling can feel entirely new. We’re quite literally defining the future of product design in sports. My goal isn’t just to rely on the past — for me, the magic happens when there’s a synergy and marriage between the past, present and future. We want to design pieces that can **time travel**.

**The best basketball brands often feel hyperlocal while still resonating globally. What does Indiana bring to the Fever and Pacers’ visual identity that couldn’t exist anywhere else?**

**Bell:** Being from the Midwest — St. Louis, actually — I’ve always viewed our region as this incredible melting pot. We sit right in the middle of the map, and have influences from everywhere. Indiana shares that same complex DNA, but it’s anchored by an absolute, pure obsession with basketball, extending to sports in general, which is an unbelievable foundation to build on. That DNA is special and rare, but with that unique DNA, it’s about taking the core elements of the city and applying a level of detail, design, and storytelling that feels authentically Indiana yet can sit comfortably anywhere in the world.

![Jas Bell walks past Indiana Fever player displays](https://andscape.com/wp-content/uploads/2026/07/18.jpg?w=683)

**Which designers, artists, photographers or creative movements outside of sports are influencing your work right now?**

**Bell:** Honestly, my inspiration doesn’t come from a mood board much anymore. A lot comes from the spaces I’m currently moving through. Literally, right now as we speak, I’m in Paris at the House of Louis Vuitton, watching them merge luxury, travel and sports in real time. **Pharrell** [Williams] has always been a sensei to me; I’m constantly learning from him. Even more so now in this new role [of men’s creative director at Louis Vuitton], considering how fashion, sports, music, and culture are all crossing paths.

But my inspiration is also incredibly grounded in the people around me on a day-to-day basis. Just watching our teams provides so many creative sparks. I can also enter a flow state during downtime by absorbing sports and fashion documentaries, or whenever I’m in the studio with my brother **Metro** [Boomin]. His soundscape is huge for my process sometimes; just sitting in that environment will inspire me to create and see colors or design scopes.

**Five years from now, what would make you feel like you’ve successfully changed how people think about sports design through your work with the Fever?**

**Bell:** For me, it comes down to longevity and reach. We talked earlier about designing pieces that can time travel — I’ll know we succeeded if, five years from now, the pieces we’re architecting today are being archived and hunted down because they’re true **cultural artifacts**, not just old merch. We’re already living a bit of that, considering how well the *Stranger Things* capsule I designed continues to live on, like we just dropped it.

Geographically, I want to walk down the street in Los Angeles, Atlanta, Paris or Tokyo and see someone wearing our garments simply because it’s undeniable, even if they’ve never watched a single quarter of a game. From there, we’ll draw them in to follow the team and become true fans — that’s the ultimate win. It means we shattered the ceiling of what sports design is supposed to be. I want to look in someone’s closet, see a Fever or Pacers piece hanging next to their favorite pieces, and have it make total sense.

Somewhere between the WNBA’s biggest cultural moment in a generation and streetwear’s full takeover of professional sports, Indiana found its guy. Pacers Sports…

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