In my opinion, artists need to think beyond releases in order to effectively capture and cultivate an audience.
Here are some of my favourite ways to do that:
Promote your story.
Promote your values.
Promote your inspirations.
Promote your idols.
Promote your brand.
Promote your friends.
Promote causes you believe in.
The point is, by doing these things, you are defining you and your brand to your audience, and giving them more ways to relate to you.
This way, you are building your brand from the top, which will naturally promote everything you do and put out.