Summary of Podcast Episode #28: "John Mark McMillan—How to Make Promotion a Part of the Creative Process"

Release Date: July 14, 2025

Podcast Information:

• Title: Why That Worked – Presented by StoryBrand.ai
• Hosts: Donald Miller and Kyle Reed
• Guest: John Mark McMillan, a seasoned musician with over 20 years in the industry

Introduction: Welcoming John Mark McMillan

The episode begins with hosts Donald Miller and Kyle Reed welcoming John Mark McMillan to the studio. Kyle highlights John's extensive career, noting his release of over ten albums over two decades. This sets the stage for an in-depth discussion on balancing artistry with effective promotion.

Transitioning from Art to Business

Kyle Reed (00:24):
"John Mark, we've invited you today not just because of your music, but also because of your intriguing online presence."

John shares his journey from focusing solely on creating art to recognizing the necessity of integrating promotion into his creative process. Initially, he delegated the business aspects to a management team, but a falling out led him to manage his career independently.

John Mark McMillan (03:17):
"Promoting has to be part of the art itself, an extension of it." (03:17)

This realization was pivotal, prompting John to seek resources that would help him merge his artistic vision with business strategy, leading him to the StoryBrand podcast.

Crafting a Clear Vision

John emphasizes the importance of having a cohesive vision that unites both the creative and business sides of his work.

John Mark McMillan (05:51):
"My vision is I want to curate transcendent moments where human beings can have a conversation with God about their place in the world. I do that through music." (05:51)

This succinct vision statement serves as an internal compass, guiding his decisions and ensuring that both his art and promotional strategies align with his core mission.

The Power of Vulnerability and Connection in Art

A significant portion of the conversation delves into how John uses vulnerability in his messaging to foster deep connections with his audience. He believes that authentic, relatable content allows listeners to see themselves in his music, creating lasting bonds.

John Mark McMillan (09:03):
"Music is the way we practice not being alone in the world. It makes you feel connected to someone." (09:03)

He discusses how sharing personal stories and being open about his spiritual journey enhances the emotional impact of his music, making it resonate on both conscious and subconscious levels.

Balancing Authenticity with Marketing Strategies

John articulates the delicate balance between maintaining artistic authenticity and deploying effective marketing tactics. He avoids purely commercial approaches, instead focusing on creating meaningful connections that encourage listeners to integrate his music into significant life moments.

John Mark McMillan (19:27):
"Creating a connection is more important than just grabbing attention. It's about building something that sticks with you." (19:27)

He outlines his approach to social media and storytelling, emphasizing that every promotional effort should serve as an extension of his art, rather than a separate commercial endeavor.

Building an Authentic Identity as an Artist

The discussion moves to the evolution of an artist's public persona. John recounts his initial discomfort with fame and how his perspective shifted over time. He views his interactions with fans as opportunities to validate their experiences rather than focusing on his own identity.

John Mark McMillan (34:21):
"When people come up to me, they're not really lifting me up. They're saying thank you for something that mattered in their life." (34:21)

This mindset fosters a sense of community and mutual respect between John and his audience, reinforcing the authenticity of his brand.

The Creative Process: Control vs. Surrender

John delves into his creative process, highlighting the importance of surrendering control to allow the music to guide him. He contrasts his earlier, more controlled songwriting methods with a later approach that embraces spontaneity and emotional honesty.

John Mark McMillan (40:56):
"When I wasn't controlling the process, the songs resonated more with people." (40:56)

He shares a pivotal moment during a painful breakup when his more spontaneous songwriting led to greater audience connection, illustrating the benefits of vulnerability in creativity.

Conclusion: Integrating Art and Promotion Seamlessly

The episode wraps up with John reflecting on how integrating promotion into his artistic process has not only enhanced his connection with listeners but also sustained his career over two decades. His approach serves as a masterclass for artists seeking to balance creativity with effective self-promotion.

John Mark McMillan (42:19):
"My social media marketing is like another instrument in my music. It's an extension of who I am as an artist." (24:00)

Kyle and Donald commend John's authentic approach, emphasizing how his genuine engagement with fans and strategic messaging contribute to his enduring success.

Notable Quotes:

1. John Mark McMillan (05:51):
   "My vision is I want to curate transcendent moments where human beings can have a conversation with God about their place in the world. I do that through music."

2. John Mark McMillan (09:03):
   "Music is the way we practice not being alone in the world. It makes you feel connected to someone."

3. John Mark McMillan (19:27):
   "Creating a connection is more important than just grabbing attention. It's about building something that sticks with you."

4. John Mark McMillan (34:21):
   "When people come up to me, they're not really lifting me up. They're saying thank you for something that mattered in their life."

5. John Mark McMillan (40:56):
   "When I wasn't controlling the process, the songs resonated more with people."

Final Thoughts: John Mark McMillan's insights offer a profound exploration of how artists can intertwine their creative endeavors with effective promotion. By prioritizing authentic connections and allowing vulnerability to inform both his music and messaging, John exemplifies a sustainable model for artistic success.