That's a myth.
Everything worthwhile listening to, watching or reading needs to be promoted.
Even, no especially the good stuff.
And the important stuff...
The stuff that everybody needs to hear.
The stuff that everybody needs to listen to.
The stuff that everybody needs to watch.
It all needs to be promoted.
Probably more so than the stuff that's not so good.
And not so important.
And the more important it is, the more it needs to be promoted.
That's the only way to make sure that it reaches as many people as possible.
To make sure that the word spreads.
Here's the thing...
Creating great stuff, putting it out there and they will come is a myth.
Just like it's a myth that important stuff will automatically spread.
Because it won't.
The only thing that will make it spread is to do the things that will make it spread.
And waiting, wishing and hoping is none of these things...
[Related: I stopped giving a shit a long time ago]