Most artists are expected to tirelessly promote their new material before or even after the release date by appearing and performing at different promo spots. I don't know why you seem to look at this inherent music industry marketing strategy as 'try-hard.'

As for Vin's claim of Katy being effortlessly successful, a good example would probably be Dark Horse's ascent to the #1 spot (both iTunes and Hot 100) without any form of official and major promo such as a music video or a televised performance. Her Grammy performance counted for the song's second week at #1 so it still would've topped the Hot 100 nevertheless.