Or more specifically, shut up about YOURSELVES.
In a media landscape where quality of conversation is paramount, people who talk only about themselves are always, quite rightly, sidelined.
In a satisfying turn of events, you’re far more likely to make some OTHER band a bit of cash-money by talking about them passionately, rather than make you more by droning on about your achievements.
People engage with passionate, independent voices on the web, and spotting fakers gets easier every day.
Make the best music you possibly can, and let other folks take care of the hype.
(this post inspired by a conversation I had with @solobasssteve. More inspirational stuff over at his website.)