Lombardi Feature MEME

Vince Lombardi achieved GREATNESS. He was an amazing, driven, highly successful, and highly influential individual who chose professional football coaching as a career back when the pressure was the same but professional football coach’s salaries were nowhere near what they are today.

So he didn’t do it for the money, he did it out of love.

Lombardi Trophy US Embassy Canada License

Photo Credit: US Embassy Canada
License: http://bit.ly/1ryPA8o

 

Just like you do with your music career.

 

Vince Lombardi was so influential in his chosen endeavor that the trophy for the highest level of success in pro football, the Super Bowl trophy (this is the trophy that every pro player, coach, and team owner want to be photographed holding), is called the Lombardi trophy.

It represents excellence, achievement, and culmination of a long struggle.

 

It embodies greatness.

 

Lombardi Green Bay HOF

 

I’m on a Green Bay Packer kick today because my sister, bless her buns, called me last Thursday and said she had 2 extra tickets to the Brett Favre Packer Hall Of Fame induction at Lambeau Field. Of course my girlfriend Cari and I IMMEDIATELY made plans to witness history and went up to Green Bay for the weekend.

Watching Brett Favre address the 67,000 fans (all tickets sold out in 90 minutes, btw) who showed up at Lambeau to share his accomplishment was special. Grown men, and I was one of them, Lombardi Lambeau Fieldsobbing in the stands because Brett and that team brought the air of excellence BACK to the Packers organization.

 

We used to be great, then we lost the habit of winning 20 years prior (when Lombardi left Green Bay), now we simply EXPECT to win every game again.

 

Not hope, EXPECT.

 

Cari, my sister, my brother-in-law, and I were witnessing greatness.

 

That got me thinking of what greatness means.

 

Lombardi Everyone at Lambeau

 

That got me thinking of how greatness is achieved.

 

That got me thinking of how most people so falsely believe that one is born with greatness, they easily and predictably overlook the fact that greatness is always a result of hard work and dedication.

 

This notion naturally circled me back to Vince Lombardi.

 

 

 

Then I imagined how the mind and thought process of Lombardi could be attributed to your music career.

Greatness is attainable for anyone.Lombardi Edison Opportunity Quote MEME

 

I’ll rephrase, greatness is attainable for anyone who is willing to work.

So greatness is attainable to you…if you’re willing to work.

 

 

 

Just like in the music business, the NFL has players who are born with amazing talent who amount to nothing because they won’t work, who buckle in the face of adversity and hang it up mentally.

 

They psychologically quit, and that becomes a habit.

Lombardi Little Guy image

 

Just like in the music business, the NFL has players who are measurably less talented and smaller than those that surround them but are willing to out-work everyone, they know they must out-work everyone to compete to win the job that will grant them the opportunity to achieve greatness.

 

 

 

Brett Favre (2nd round pick drafted to the Falcons as a 3rd string QB) and Tom Brady (6th round draft pick) immediately come to mind.

 

These two men weren’t the “darlings of the NFL draft” to say the least. They were afterthoughts.Lombardi Favre PIc

 

 

Do you ever feel like an afterthought?

Afterthoughts can achieve greatness.

 

 

 

 

I think as humans and certainly as artists we often get mentally hung up on the ultimate goal, which is far enough away that we forget to focus on what will make us great.

Lombardi Momentum Meme

Momentum.

 

We forget to focus on the little wins, the little battles that determine momentum.

 

 

 

Like in Football.

They say football is a game of inches.

Inches that are mission critical in a 4 down series.

Each 4 down series is a battle that needs to be understood, dissected, and ultimately won to create a new set of opportunities; another 4 down series.

Lombardi Football INCHES FREE Pixabay

That leads to another opportunity to add to or change the momentum, and then another opportunity and so on.

 

Many little battles are won and it’s exciting because it creates momentum.

Many little battles are lost and that’s frustrating because momentum is lost.

 

But you can lose a bunch of battles and still win the game.

 

You can lose a bunch of games and still win your division which creates the opportunity to achieve greatness in the playoffs.

 

See my point?

 

Don’t overthink the wins. They are little battles that when won, need to be celebrated but you have another battle coming right up and you need to prepare to win that one, so don’t get carried away on a head trip.

Lombardi Big Head Devil

Don’t get a big head, you DEVIL!

 

 

Get to work.

 

Don’t overthink the losses, they are little battles that if mentally treated correctly, become learning experiences that help you win the war. The same advice applies to these losses, don’t get carried away on a head trip.

Lombardi Head in the Sand

Scared?

 

Get to work.

 

 

 

 

 

 

 

 

 

 

Here are some of my favorite Lombardi quotes and some notes/responses I have added to apply them to your music career.

Read them and introspect for a moment. Hit me back and let me know which of these quotes resonates with you the most.

 

“Perfection is not attainable, but if we chase perfection, we can catch excellence.”  I think the pursuit of perfection keeps you in writing or practicing mode just long enough to raise the bar.

“The price of success is hard work, dedication to the job at hand, and the determination that whether we win or lose, we have applied the best of ourselves to the task at hand.” – The task at hand is not becoming a successful artist, the task at hand is whatever you should be doing that day to get closer to success. Focus on the TASK AT HAND.

 

Lombardi Statue Jim Bowen License

Photo: Jim Bowen
License: http://bit.ly/1ryPA8o

 

“The difference between a successful person and others is not a lack of strength, not a lack of knowledge, but rather a lack of will.” – This is the most common denominator with successful people in the music business; will to survive. After that there are varying degrees of talent, strength, and knowledge, but EVERYONE must possess the will.

“Leaders aren’t born they are made. And they are made just like anything else, through hard work. And that’s the price we’ll have to pay to achieve that goal, or any goal.” – I am blessed to be working with 2 young artists, Abbey Cone and Bailey James. Yes, both of these girls are very talented, but they are important artists and they will achieve greatness because they out-work everyone around them. That’s really the main reason.

Believe me each of their careers is not an unbroken boulevard of green lights, there is plenty of adversity, they consistently overcome it.Lombardi Abbey Bailey Collage

They are quite literally making themselves into leaders.

 

 

“Dictionary is the only place that success comes before work. Hard work is the price we must pay for success. I think you can accomplish anything if you’re willing to pay the price.” – Therefore you can accomplish anything if you’re willing to do the work.

 

I don’t know why so many artists don’t understand this, maybe it’s a need to be famous rather than a need to be an artist.

 

There is definitely a laziness factor in many people.

Lombardi Laziness Rubiks CubeArtistry in any endeavor is about work, period.

 

“The quality of a person’s life is in direct proportion to their commitment to excellence, regardless of their chosen field of endeavor.” – I see this time and time again and it is ubiquitous across all the industries I have had careers in as well as my personal life. The harder I work at it, the better my quality of life gets.

How much are you really working on improving the quality of your life?

 

 

 “Once you learn to quit, it becomes a habit.” – Whoa.

 

“If winning isn’t everything, why do they keep score?” – Artists should keep score with momentum.

Don’t focus on the ultimate goal.Lombardi Leaders aren't born they are made MEME

Focus on executing the next step.

 

With Bailey James we are constantly attending to the creation of consistent content and growing not only her reach on social media but her engagement. As we increase her engagement we increase her fan base. 5 months later she has astounding numbers (averaging 500 likes and 50 comments per post on Instagram) and we still haven’t released the EP.

 

“I firmly believe that any man’s finest hour, the greatest fulfillment of all that he holds dear, is that moment when he has worked his heart out in a good cause and lies exhausted on the field of battle – victorious.”Nothing beats that feeling of success. Make sure you are managing expectations and setting attainable goals to succeed at. Momentum is key here, get 1% better than you did the day before. ENJOY and CELEBRATE the little victories…then get back to work.

 

“Some of us will do our jobs well and some will not, but we will be judged by only one thing-the result.” – The world doesn’t care about what you want to do, only about what you have done. You better make sure you get that, it’ll help you make crucial decisions as to what the world should see and when they should see it.

Lombardi RISK Free Pixabay“Winning is not a sometime thing; it’s an all-time thing. You don’t win once in a while, you don’t do things right once in a while, you do them right all the time. Winning is habit. Unfortunately, so is losing.”- If you feel like you are in the habit of losing, habits can be changed. Changing habits is a behavior modification. If you keep doing what you’ve always done, you’ll keep getting what you’ve always got. Don’t be afraid to take a risk….What have you got to lose?

 

“The measure of who we are is what we do with what we have.” – This quote sums up the biggest, most common mistake I see artists making. It’s the old “If I only had this, I could get that” mentality.

This thought process is simply an excuse not to achieve.

Forget about what you don’t have and focus on what you do have.Lombardi Tony Iommi Fingers

Tony Iommi who is arguably one of the most influential rock guitar players in history lost 3 finger tips in a Blue Collar job related accident early in his career. He focused on what he had (the ability to play guitar) instead of what he didn’t have (fingertips) and invented leather tips so he could continue playing. Some have argued that it’s the leather fingertips that added to his unique sound, one that changed the sound and tone of Rock & Roll forever.

 

So focus on what you DO HAVE.

 

You will create opportunities

You will create momentum.

 

You will become more attractive.

 

“The greatest accomplishment is not in never falling, but in rising again after you fall.” – This is probably one of the most common human pitfalls.

Lombardi Habits Make Us Celestine Chua License

Photo: Celestine Chua
License: http://bit.ly/1ryPA8o

 

Why are we so focused on avoiding the fall?

 

Is it because we are concerned more with perception over reality?

 

No matter how much thought EVERY human puts into this concept, regardless of intelligence, regardless of work ethic, falling is inevitable. The successful simply learn, get up, and find another way to win.

 

Every success is preceded by many challenges.

Every failure is preceded by an excuse.

 

“Once you agree upon the price you and your family must pay for success, it enables you to ignore the minor hurts, the opponent’s pressure, and the temporary failures.” – I think this quote speaks to being firmly grounded in reality. If you are realistic in what it takes to achieve greatness, you will be willing to endure the many challenges and falls that will surely come. Don’t be naïve as to the price.

 

“The harder you work, the harder it is to surrender.” – I mean, right?!?!?!Lombardi Thomas Edison quote

 

“We didn’t lose the game; we just ran out of time.” – Edison didn’t fail 2,000 times at creating the light bulb, he discovered 2,000 not to do it. Then there was the 2,001st time.

 

Get it?

 

 

“It’s easy to have faith in yourself and have discipline when you’re a winner, when you’re number one. What you got to have is faith and discipline when you’re not a winner.” – NOW is the time to have faith and discipline.

Lombardi I Believe In Me image

 

Why do so many people think they will execute that kind of behavior once they “make it”?

 

 

 

 

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PS: If you haven’t already downloaded my free Music Marketing On Twitter book, please enjoy it on me. Go to GiftFromJohnny.com put  in your name and tell us where to send it. It’ll teach you how to get 1,000 new targeted followers every month for just 15 minutes per day.

 

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Invest Feature Image MEME

If you want to own a McDonald’s franchise you are going to have to invest some money in the franchisee contract.Invest Hawiian Shirt FREE Commons image

 

If you don’t own a McDonald’s franchise and you work for McDonald’s, you’re an employee of the person who does own the franchise.

If you want to look decent at a professional job interview you are going to have to invest in some business attire.

 

What are the odds of landing the gig if you show up in tattered cargo shorts, a stained Hawaiian shirt, and moldy plastic flip flops?

Invest Gas Can Chris Potter License

Photo: Chris Potter
http://bit.ly/1ryPA8o

If you buy a beautiful brand new car you are going to have to invest in the purchase of the car or monthly payments, gasoline, tires, and occasional maintenance to keep it running.

If you don’t invest in these things your ownership of the car will be quite short, either because it was repossessed or because the engine will freeze up.

If you are going to play guitar you are going to have to invest in a guitar, Invest Guitar FREE Pixabay Imageamplification if it’s electric, strings, regular maintenance on the truss rods, frets, and wood to keep it humming consistently throughout the seasons.

 

Can you really learn to play guitar without investing in one?

 

 

Can you really put up a lemonade stand unless you invest in the lemonade first?

What if you put up a lemonade stand with the hope of finding someone to purchase the lemonade for you?

Invest Lemonade Stand FREE Pixabay image

 

 

What would consumers and potential business associates think if they stopped by your lemonade stand only to find you had no lemonade?

 

 

 

What would you tell those consumers and potential business associates about your hopes and dreams of a profitable lemonade stand that would remove the sting and 1st impression that you simply don’t have any lemonade?Invest Lemonade Idiot Meme

 

You can’t expect a fat retirement account when you retire unless you invest a portion of every paycheck while you’re working throughout your career.

 

Invest Cornfield FREE Pixabay image

 

Dave Ramsey makes the thought of investing painfully simple…if you want to grow corn you are going to HAVE TO PLANT CORN!!!

Why are so many of you trying to launch your music careers without really investing?

 

 

Without investing time?

Without investing money?

This is a fantasy.

As with anything in life, relationships, careers, equipment, domiciles, hobbies, pets, you are going to get out of it what you put in.Invest Sorry Cartoon FREE Pixabay image

In plain English YOU HAVE TO PUT IN.

It’s going to cost money to get this career of yours off the ground.

Excuses as to why you can’t or more appropriately why you won’t invest in yourself are just that; they’re excuses.

Yes, I’m sure they are valid but they are, in fact, excuses.

Excuses are reasons to forgive yourself for not doing something. They act as a pardon of sorts, making us feel ok that a certain objective wasn’t met.

Invest Suffocationg FREE Wiki image

Do you ever make excuses for not breathing?

 

Do you ever pardon yourself for not eating?

 

 

No, somehow, some way, you find a way to breathe, you find a way to eat because your life depends on it.

If your breathing or eating is curtailed for too long you will fight to make it happen.

Many of you say that your life depends on your music, but you find excuses as to why you won’t advance your career intelligently.

This suggests that your life actually doesn’t depend on making music.

Doesn’t it? (Pun intended)

 

I’m certain there is a great deal of self-sabotage embedded in this dichotomy.Invest Hamster Wheel FREE Creative Commons Image

We all come by it honestly because the people that love us are fearful we’ll be broke, so they tell us to get a “backup plan”. In order to frame and sell the backup plan scenario correctly, they need to tell us that the music business is hard.

It is.

If it was easy EVERYONE would be a rock star.

Life on the hamster wheel is hard too.

It’s hard getting up every day to go work at a job that you just don’t have any passion for.

That’ll suck your soul, man.

Invest Fall In Line

 

And all this for the sake of being responsible and falling into line with society?

 

All for the sake of making your parents and/or other people happy?

 

This is where they want you by the way. Don’t blame the messenger(s) in your life. Whether the message comes from love or from nasty, bitter, jealousy they are regurgitating what they have been taught their whole lives.Invest Kool Aid FREE Creative Commons Image

It’s what THEY believe and sometimes they really don’t like being reminded there are other more attractive avenues.

The talking points are clear and obvious, the question is are you drinking the Kool-Aid?

 

 

What you invest in this scenario is far more valuable than money; it’s your TIME.

Where there is a will there is a way.

 

I can assure you that every artist’s path to success is unique so the only manner in which you can discover yours is to actually start walking down it.

Invest Falling Horse FREE Public Domain Image

 

In other words, you won’t be able to research all the remedies in advance of all the challenges you are going to incur with your artist career.

 

There is a scene in the movie Apollo 13 where the NASA expert gives the astronauts a red cyanide pill. The NASA expert says, “We can think of 1002 reasons why you would need this, but mostly it’s for the reasons we can’t think of.”

 

I think of artist careers like this.

 

 

You won’t be able to research how to avoid new ways of falling off your horse. You won’t research your way to a painless and mistake-free outcome.

This is the main issue I see all of you grappling with.

Let me save you the suspense, YOU WILL FALL OFF YOUR HORSE.

Everyone does, so that’s a real easy statement to make.Invest Hard Work Meme

 

The trick to life is learning how to get back up on the horse and learning how to avoid falling off again in the same manner.

 

The more you get back up on the horse, the longer you stick around, the more contacts you make, the deeper you get into the business, the more relationships you will make, the more successful you will be.

 

While every detail to every artist’s recipe for success is unique, this basic formula is ubiquitous.

 

This will require an investment of time and money. You pay for food, you pay more for bottled tap water than you do for gasoline, so why not find a way to pay for your career?

 

Invest Marketing FREE Pixabay image

 

Have you invested enough in:

Lessons?

Instruments?

Amplification?

Practice space?

 

 

A website?

Professional recordings?

Marketing?

Education for marketing, recording, and writing?

I seriously suspect that the most overlooked item on the preceding list, for every independent artist, was marketing.

What haven’t you invested in?Invest Money Bag FREE Pixabay image

Why haven’t you invested in it?

Is it because you think marketing is too expensive?

A nationwide radio promo campaign is going to cost $500,000 to purchase the opportunity to crack the top 50.

You don’t need radio to get the fire started and create serious attention from the industry.

Is it because you don’t understand how to market online?

You can learn.

These days the music business is hard, don’t get me wrong. You’ll invest more than you get back initially.

 

Invest Instant Gratification Meme

 

There are different kinds of investments. When you invest 40 hours of your time at your day job you get a regular paycheck every week in return.

 

INSTANT GRATIFICATION.

 

 

When huge venture capital companies invest large sums of money into tech companies they are not expecting to get an immediate return on their investment.

They are not expecting instant gratification.

 

 

The good news is it’s not rocket science.

 

I’m a smart guy but I assure you, I’m no genius.

All my knowledge with this online marketing stuff I obtained via trial and error and a bunch of education. Invest DDP Graph meme

I paid for both either with time, money, or time AND money.

 

 

My company essentially has 2 revenue streams, recording revenue and marketing revenue.

  • In 2012 Daredevil Production, LLC made money from recording artists and made ZERO dollars from marketing artists.
  • In 2013 we again made recording revenue and we made a little revenue from marketing artists.
  • In 2014 we again made money recording artists and we made far more revenue from marketing artists than we did in 2013.
  • By mid-2015 we continue to generate cash flow recording artists and we have already surpassed the 2014 revenue from marketing artists.

Clearly you see an obvious trend with the revenue, but there is a trend you don’t see.

The unseen trend is that the amount of work required to create that momentum in the new marketing department was same in 2012 as it is in 2015.

Get it?

My dream is to make a dent in the Universe creating and refining new methodologies for exposing and marketing talented artists.

I’m sharing this general financial information with you so you can see clearly that if my plan was to require “instant financial gratification” I would have failed.

Invest Paycheck John Lambert Pearson License

I’ve been called a failure.

By people who are close enough that it stung even when I knew the information was incorrect.

I submit to you that the only sensible business plan for instant gratification is work for someone else.

You’ll get paid every week.

 

 

 

If you plan on being your own boss, you will have to invest a huge amount of time, faith, grit, and some money to make it happen.

It won’t happen right away.

Thinking intelligently about how and when your investment will be realistically recouped is equally as important is the investment itself.

Who better to invest in than yourself?

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PS: If you haven’t already downloaded my free Music Marketing On Twitter book, please enjoy it on me. Go to GiftFromJohnny.com put  in your name and tell us where to send it. It’ll teach you how to get 1,000 new targeted followers every month for just 15 minutes per day.

 

If you like this post, please SHARE it and/or LEAVE A COMMENT thank you!

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Periscope 16 Music Marketing Ideas MEME

Periscope’s slogan is “Explore the world through someone else’s eyes”Periscope_Slogan

For those of you who are unaware of this app, Periscope (and Meerkat) allow you to broadcast live video through your Twitter app.

 

MIND BLOWN

 

Thank you to my dear friend Gary Shapiro for turning me on to this app a few months ago. He said, “Johnny, I can’t wait to see what you’re going to do with this”

 

Periscope Idea Collage

Can you imagine throngs of people broadcasting live footage (AKA the TRUTH) we can all see during major world events like the terrorist attacks? Tiananmen Square? Watts riots? Balloon Rides? Bosnian genocide? Political Rallies? Live Concerts?

 

This technology has the potential to change the world for the better, including your career.

 

I see Periscope definitely changing the music industry as it can be mission critically instrumental in truly connecting artists with their fan base. If you’re clever you can incorporate interactivity and seriously deepen relationships using this app.

 

 

Watching a broadcast isn’t a passive experience like watching television. On Periscope, the experience is interactive as your audience can influence your broadcast by sending messages and expressing their love by tapping the screen to send hearts.Periscope Child TV Experience

 

FYI, the only discernable difference I can see between Meerkat and Periscope seems to be the “hearts” feature on Periscope which is why I like it better.

 

Periscope Hearts

 

 

 

Consistency will be crucial for some of these ideas.

 

 

 

 

 

Here are 16 ideas I have to help you utilize Periscope to deepen relationships with your fan base. PLEASE, PLEASE, PLEASE hit me back with any ideas you come up with!!

 

  1. Rock Star’s Perspective – Walk on stage to a packed house and broadcast live to let the viewers experience the rush you get when you are showered with applause.Periscope Winner is
  2. Contest Winner Reveal – What if you dreamt up a giveaway of some sort (autographed guitar, gift cards, gas cards, merch, etc.) and the contestants had to tune in live to win?
  3. Interactive Queries – We did something really cool with Bailey James where we asked the “James Gang” via social media to help us choose between 2 songs to pick the last song we would record on her debut EP. We set up a page on her site where fans could stream work tapes of her singing 2 songs. We asked them to choose their favorite and report back on social media. We received TONS of responses making this initiative very interactive. Then, fans had to tune in to a live Periscope broadcast to see which song won. We had viewers from England, Peru, Brazil, and Canada. SO COOL! This provided a sense of satisfaction to viewers who wanted to know which song won, it made the viewers feel like they were truly a part of the experience and decision making process, AND it provided invaluable social proof of the artist in the recording studio with her producers, the band, etc.  It was really happening, not just hype.
  4. Special Consistent Private Performances – Weekly quick performances of cover songs picked by your social media community that Periscope Abbey Cone Memeyou artistically stylize can be super effective. If you’re a solo artist, do it somewhere intimate so the viewers feel special access like your bedroom or studio etc. You WILL deepen relationships if you make them feel extraordinary.
  5. Backstage Pass Live – EVERYBODY wants a backstage pass. I remember getting backstage at an AC/DC concert when I was 16 at Alpine Valley. 60,000 people, I was standing spitting distance from Malcolm’s guitar while they were on stage was an experience that changed my life forever. This access would be amazing for the rituals, banter, and exclusivity of any show but ESPECIALLY big shows where you get the opportunity to play to large audience or a packed house. Announce you are broadcasting live on Periscope and have the crowd scream at your viewers. AMAZING SOCIAL PROOF.
  6. Writing Session – What would your fans think if they could kibitz on your creative moments? With Periscope they can effortlessly come on and off the app at will checking in to monitor progress.
  7. Recording Session – There is nothing cooler for a fan than a front row seat to watch you create magic.Periscope Bailey James Interactivity
  8. Live Access to Pivotal Career Moments/Announcements – Your fans want access, they want to feel like they were a part of your success. Allow them to share your experience of contract signings, big shows, awards, interviews, press, any social proof that you’re on your way to something bigger. In-crowd watches live. Out-crowd watches what they missed. Out-crowd wants to be in-crowd, get it?
  9. Live Q&A – What if you query fans on social media for questions and then answer live on Periscope? HINT: print up SHOUT OUTS of Twitter/Instagram handles from fans who submitted questions and show them live to spurn interactivity (Bailey James does this on her YouTube Channel). I used to LOVE watching funny, crazy, and compelling interviews of my favorite bands on MTV this is your chance to connect!! The most compelling reason a fan will watch is to see you mention THEM. Vanity is as SURE as death and taxes.
  10. Multitask Content – You can download formerly live broadcasts and upload them to your YouTube Channel. This will provide amazing content on a weekly basisPeriscope MultiTasking Whiteboard FREE image
  11. Live Practical Jokes – On band members or other artists in your community. I just saw THIS video of Tyler Farr pranking Jerrod Niemann in Jamaica.
  12. Live Road Trip Videos – What could happen? Are you funny? Do y’all sing? What do you do to avoid boredom? Multitask your boredom avoidance with social media content that will be amusing to your fans. Did the van break down? Stuck at a border? Pulled over by police? Are you crusty, hung over, and at a Shoney’s slightly aggravated and making smart ass comments? SHARE IT LIVE
  13. Repurpose Content – Cut up cool 15 second video moments from your live broadcast downloads and post on Instagram, Twitter, Facebook, etc. This will provide content diversification across multi social media platforms. Remember some people preferred to consume Letterman, some people preferred to consume Leno so an artist appeared on both shows to reach everyone possible.
  14. Get Musically Creative – I love Jimmy Fallon’s musical moments where everyone is on the screen like the Muppets using cheap, weird instruments and creating cool music. You like to be creative, right? Rappers, do y’all jump off on any freestyle rap moments? Inter group contests? Playful trash-talking? This would be great live content.Periscope Jimmy Fallon Music
  15. Tour Rituals – Do you warm up? Take a shot? Say a prayer? Team meeting?Give your fans live access to what you do just before you walk onstage.
  16. Introductions All Around – Introduce your road crew, booking agent, club owner, promoter, parents, etc. let your community in. The more they feel a part of your success, the more they will contribute to keep it going.

 

 

 

I can’t wait to hear what y’all come up with on this app. It just came out in May. Again, please hit me back with any ideas you dream up.

Mistake Twitter

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PS: If you haven’t already downloaded my free Music Marketing On Twitter book, please enjoy it on me. Go to GiftFromJohnny.com put  in your name and tell us where to send it. It’ll teach you how to get 1,000 new targeted followers every month for just 15 minutes per day.

 

 

If you like this post, please SHARE it and/or LEAVE A COMMENT thank you!

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State of the industry

The state of the industry in the music business seems abysmal to many.

I disagree.

 

It’s definitely changing which makes it uncomfortable for everyone. It’s more treacherous for bigger companies as it is far more difficult to steer a huge ship to navigate the constantly moving target of the new market.

I feel the outlook is actually amazing and quite bright for all artists, especially indie artists.

Industry Aground Ship

 

This post is a little different than most and I chose to show this because I have received a ton questions and requests.

Complete transparency, this is somewhat self-serving as I am going to give y’all a glimpse into portions of the marketing proposal we use with our private clients and record labels.

I don’t ever want this blog to come off as “sales-y”, rather, I hope you’ll find this article to be educational.

I hope it will inspire you to begin putting the marketing pieces of your music efforts into place. When you do that, you will begin the journey of making a better living at your music career.

It starts with a breakdown on the state of the industry and then answers some questions on how we address these changes to create cash flow for artists.

Please let me know what your thoughts are on this.

 

Current State of the Music Industry

Record sales are dramatically down. This is factually accurate, the numbers don’t lie because the numbers can’t talk. The question everybody is asking is, “Why?”

Industry Shania Twain UP

 

The bestselling country record 10 years ago was Shania Twain’s “Up!” which sold 11 million copies. The bestselling country record of 2014 was Jason Aldean’s “Old Boots, New Dirt” which barely cracked 1 million in sales by 12/31/14.

 

I’m certain that the unbundling of records by iTunes contributes to this degradation of sales, but only because the market wants it. I’m certain that technology like Spotify, Pandora, Deezer, Slacker, iTunes Radio, etc. also contributes and the market seems to want that as well.

 

 

The question is WHY does the market want it?

 

The biggest reason consumers have stopped purchasing records is because they don’t feel the full CD is worth the price anymore, plain and simple.Industry Is it Worth it Meme

 

 

 

 

 

 

That’s a marketing failure.

Industry Amboo Who License

Photo Credit: Amboo Who
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If we can sell bottled tap water, a commodity consumers can obtain free of charge, for twice the price of a gallon of gasoline, we can sell music. We can also sell it for what it used to cost.

 

 

 

 

Industry Water Collage

 

 

 

 

 

 

Let’s define what it used to cost:

In 1978 I purchased Tom Petty’s “Damn the Torpedoes” for $8.00, which when put into an inflationary calculator, is worth $28.80 in 2015 dollars; it was worth it. As a point of comparison, the new Tom Petty record “Hypnotic Eye” is selling on iTunes for $10.99 which is 38% of the total inflationary adjusted price of “Damn the Torpedoes”. So the cost of a 2015 album has decreased by 62% and, STILL, unit sales are down about 90% from just 10 years ago.

 

Are consumers simply over listening to and owning music?

No.

Consumers love music. We’ve already proven over decades that we are willing to invest in the music; we need it as it is quite literally the soundtrack of our lives.

So what’s changed?

The platforms for exposing and marketing artists have transformed. The new platforms require a completely different language to effectively communicate to consumers. The music industry, which continues to utilize marketing strategies that have proven to be successful for decades, is now doing it wrong.Industry Doing it Wrong

 

The game/market has changed, and the industry hasn’t.

 

 

Here is some data to support my statement.

Jason Aldean has a multi-million dollar marketing budget for his new release “Old Boots, New Dirt”, MASSIVE radio promotion (every single is in heavy rotation), and he has sold barely 1 million copies.

Taylor Swift has a multi-million dollar marketing budget and her new release “1989” has eclipsed 7 million in sales with ZERO support from country radio where all her prior releases were promoted.

 

Taylor Swift has a big marketing budget, ZERO country radio promotion, and has sold 7 times that of Jason Aldean because her fans FEEL like they have a relationship with her.

Industry CD Pawel Loj License

Photo: Pawel Loj
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Taylor gets it.

 

 

 

 

 

On a smaller, more relatable scale, any indie artist who completes a project doesn’t have any problems selling 50 or so CDs, right?  Who is buying these CD’s? The buyers are his/her friends and family. They do this because they have relationships and they wish to support their artist regardless of the quality of the product.

 

 

Within the context of even a perceived relationship, $10-$15 is NOT that much money so it doesn’t take a whole lot to make the purchase “worth it”.

Industry 2 Cocktails WIKI free image

 

That’s 2 cocktails, 2 beers, a dinner, or lunch that you’d gladly buy a friend or someone you really wanted to spend time with.

Consumers are savvy now and they demand more from the artist before their buying decisions can be influenced.

 

 

 

The trick is to target an audience, then build and deepen relationships between the artist and the fan enough to monetize. Monetizing requires the consumer to feel good enough about the relationship with the artist to part with some cash.

 

 

Marketing Language Breakdown:

We are all human beings, and as such we require acceptance and belonging.  We are wired up to want to be a part of something; this is not news.

Due to our tribal, lemming-like human nature, there is implied power granted by audiences in mass market presentations. That is to say that we behave like lemmings (I’m generalizing but this is factual or mass marketing and politics would never work) when we consume as a crowd.Industry Military Tribal WIKI Free image

 

When you see someone on TV, you immediately feel they must be important, and you can share your experience with anyone else who watched what you watched. When you hear something on the radio, the artist must be important and you can share your experience with anyone else who listened.

 

 

 

Even when you attend a concert and the lead singer (Think Axl Rose from Guns & Roses) commands, “EVERYBODY GET YOUR CELL PHONES Industry Axl Rose LIVE WIKI FREE ImageUP IN THE AIR,” most of us will do it because the implied power we give to the performer in a sold-out venue is intense, somewhat unconditional, and we want to do what everyone else is doing; we want to belong.

 

Now here is how the market changed.

 

 

Imagine Axl Rose sitting directly across from you at your kitchen table and delivering the message using the same language and tone, “EVERYBODY GET YOUR CELL PHONES UP IN THE AIR!!!”

How would you feel?Industry Kitchen Collage

Probably like he was over-the-top, crazy, hyper, possibly disrespectful, definitely intrusive, too LOUD, high, etc.

 

The mass market is splintering and therefore constantly shrinking into niche markets referred to as the “long tail”.

 

The long tail market is more effectively reached using a content marketing approach via email, text, and social media exchanges all of which are always consumed one-on-one; just like you and Axl at your kitchen table.

 

Industry Skeptical FREE Pixabay imageThere is no implied power in a one on one interaction, so it’s all about creating relationships.

 

Nobody is going to impress you with hype at your kitchen table.

If you want to sell 10,000 units, you are going to have to meet 10,000 people and shake 10,000 hands.

 

 

You haven’t had very many people sitting at your kitchen table that you didn’t have a relationship with, have you?

Proper care and attention to written messaging, verbal messaging, non-verbal messaging, and paraverbal messaging (AKA how it’s served up) is paramount to persuading somebody enough to get them to perform for you.Industry One On One

 

A relationship has to be made and deepened or we simply don’t care, especially when we are not influenced by what everyone else is doing (because it’s one-on-one); it’s personal, not tribal…at least initially.

 

There is a lot of talk about creating a tribe on social media. A social media tribe can be created, however, new members of the tribe have to be inducted one by one.

 

This is where the industry is screwing up.

This is where Daredevil Production thrives.

 

 

Daredevil Production Approach

Daredevil Production monetizes attention.

This process is effective, sustainable, and creates an ever-expanding, very solid, engaging, loyal grassroots fan base. As such, this marketing Industry Increasing FREE Pixabay imagestrategy takes time to create and once created takes time to cultivate.  Daredevil Production provides a long term, steadily increasing, measurable growth program for up and coming artists as well as legacy artists.

 

Facilitating this program ensures a more maintainable ride to the top, optimizes relationship building and monetization at the top, and provides a more profitable ride back down, actually allowing exponential cash flow to the business once the media “ride” is over (80’s and 90’s vocal superstar Michael Bolton quietly makes 7 figures a year from his mailing list, remember him?)

 

The measurable data we monitor is social media expansion, social media engagement, contact data accumulation, and revenue per contact.

 

Once implemented, there are metrics that provide guidance with mathematically predictable ROI’s on capital marketing expenditures ensuring Industry Data Accumulation Memeany marketing effort will return the highest and best value for each dollar spent. Each step is carefully placed in the attempt to reach critical mass with an artist’s brand. Of course, some business exposure costs are more risky than others but there are no “darts in the dark”.

 

If you can measure it, you can manage it.

 

 

Industry Measure FREE Pixabay Image

 

Assuming the product is well done, attention and exposure will create traffic. We focus on increasing traffic, framing the consumer input experience to accentuate the brand and create excitement, accumulating contact data, and optimizing the revenue from the buyers via creative product bundling packages and residual revenue streams.

The attention can be generated from live shows, television, radio, press, public relations, and social media exposure.

 

 

 

With the mass market continuing to erode and the long tail growing, we see the music industry heading quickly towards Direct-To-Fan marketing scenarios.

This approach is extremely effective when executed correctly, and requires expertise in:

  • Social media marketing
  • Content marketing
  • Squeeze page technologyIndustry Juggler MEME
  • Text capture technology
  • Web store sales/bundling tactics
  • PPC (Pay Per Click) technology
  • CRM Integration
  • Framing initiatives
  • Remarketing technology
  • Exit-pop technology
  • Annotations
  • Effective web store staging
  • PR relationships to craft new campaigns that will likely be unique and foreign to the firm
  • Subscribership based website themes
  • Subscribership based business model structures
  • The language to effectively integrate these technologies in a profitable manner
  • The psychological skill set to evaluate, script, and comfortably incorporate the artist role to maximize sales.

We have effectively implemented these techniques on various levels with multi-platinum artists such as Collin Raye, Jamie O’Neal, Ty Herndon, 7Horse, Andy Griggs, and Tracy Lawrence.

On an indie level, we are working with a 12-year old artist named Bailey James. We began simultaneously building her audience and developing the artistic project on January 2 of this year. The EP was written a few weeks ago, we will record it at the end of June (recording this week!). We expect to release the EP end of July or mid-August depending on the launch strategy.

We have already begun creating the market demand before we release the product.

Here is a list of our marketing accomplishments with Bailey James in the 4-5 months of work thus far:

  • From zero to over 17,000 targeted Twitter followersIndustry_Bailey_YouTube
  • From zero to 20,000 targeted Instagram followers
    • Bailey gets a solid average of 500 likes and 50 comments for each post
  • At least 5 Bailey James “fan pages” have been independently started on Instagram
  • YouTube channel with over 1000 subscribers
  • YouTube channel with 64,000 views
  • Email list of 1,200 subscribers
  • Squeeze page conversion rate of 38% (we expect 25% with an unknown artist)
  • Text capture of 223 phone numbers
  • Added 1,500+ Facebook LIKES

Understand that with the contact capture mechanisms operating on all cylinders, any TV, press, Public Relations, and tour exposure will be Industry Capture FREE WIKI imagecaptured and monetized making promotional budgets exponentially more cost effective. Additionally, each promotional campaign will have measurable ROI.

 

 

 

 

 

 

Sales Structure Example

Here is a quick generic example of how it works.

Let’s use 1,000 contacts (emails and/or phone numbers) as a sample.

Online sales are mathematically predictable with any business. Depending on the brand, framing, and source of the lead, we can predict a 3-8% contact conversion rate to sales. Let’s use a 5% conversion rate to keep the numbers easy and conservative.

  • 1,000 contacts x 5% = 50 buyers
  • 50 buyers at $10/CD = $500 in revenue
  • $500 in revenue divided into 1,000 contacts = each contact is worth .50 cents
  • 30% of the buyers are willing to be upsold if there is a bigger package available for purchase (this statistic is scarily accurate)
  • 50 buyers x 30% = 15
  • 15 buyers purchase a bundle which adds an additional $40 per sale
  • 15 x $40 = $600 of additional revenue
  • $500 + $600 = $1,100 total revenue
  • $1,100 total revenue divided by 1,000 contacts = each contact is now worth $1.10
  • Statistically we know 55% of the buyers will be willing to explore a subscribership based business relationship paying $2.97/month and receiving X, Y, and Z from the artist (10% off future releases, getting releases 2 weeks before the market, 1 free song per month,tchotchkes, meet & greet discounts, Special subscriber content, etc.)
  • 50 buyers x 55% = 26 subscribers
  • 26 x $2.97 = $77.22/ month x 12 months = $926.64/year (round down to $900)
  • $500 + $600 (upsells) + $900 (Subscriptions) = $2,000/year gross revenue
  • $2,000/year gross revenue divided into 1,000 contacts = $2 per contact.

If we want to make $40,000 we will need 20,000 email addresses

If the squeeze page converts at 25% (conservative) we will need 80,000 hits per year.

80,000 divided by 365 days is just 219 hits per day. That number decreases if a text capture implementation is successful in the market.

Furthermore, if you’re considering a solid PR firm for $1,500/month and after the first month you obtain 750 contacts, you’re breaking even on your brand expansion. Even if you’re not breaking even you can measure the growth and you are offsetting the PR costs with real cash flow.

Get it?Industry Juice Worth The Squeeze

That’s doable.

That’s scalable.

That’s real.

This kind of data provides guidance on future promotional expenditures.

 

 

CONCLUSIONS

In today’s record business, major labels are not developing talent, rather they have moved to and acquisition based business model. In plain English, they are buying small businesses, not developing raw talent.

It is now up to the artist to demonstrate, beyond a reasonable doubt, that their music has value in the market place and a viable audience.  The truly iconic, game-changing artists like Mötley Crüe, Metallica, Neil Diamond, Zach Brown Band, Ani DeFranco, Kiss, Florida Georgia Line, etc. didn’t get lucky, they proved their worth in advance of the big deal.

Industry Make Your Mark Raphael Labbe

Photo: Raphael Labbe
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Today’s music market is no different in that you have to prove your value. However, it IS DIFFERENT in that it is easier and less expensive than ever before for an independent artist to make their mark.

 

 

 

 

 

 

 

Stay

In

Tune

 

If you like this post, please SHARE it and/or COMMENT thank you!

 

 

Respect Feature Image

I see too many artists asking for and/or demanding respect.

Respect Scrabble Thomas Haynle License 2

Photo by Thomas Haynle
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I have come into contact with endless throngs of people throughout my life experience that DEMAND respect because of their job title, social position, or just because they’re so damn narcissistic that they really think everyone should respect them.

 

Why do people do this?

 

 

Do you think this way?

Real respect has to be earned. It doesn’t automatically come with a title or a gig regardless of what anybody thinks.

Respect Boss Pixabay

 

Think about the boss you’ve had or have who is an idiot. You know he/she is an idiot. You feign respect to appease his/her ego and to satisfy office politics so you can keep your job and a calmer work environment.

 

But they don’t have your respect do they?

 

Respect Selfish Love MEME

Do you want to be respected superficially or do you want to be genuinely respected?

 

 

As an artist.

As a songwriter.

As a lover.

As a significant other.

As a musician.

As a parent.

As a confidant.

As a boss.

As a teammate.

 

Do you want 2 handfuls of BS or do you really want people to look up to you?

Respect is about altruism.

Respect Equals Altruism Meme

 

When you truly have the other person’s best interests at heart, as opposed to your own agenda, you sow the seeds for admiration.

 

Think about that in terms of the relationships you are trying to make online with your fans.

Are you truly thinking about them or yourself?

 

Respect Cracking the Code

 

When you make it about them you will crack the code for online marketing and social media marketing.

 

Selflessness is a trait that will always manifest the keys to everybody’s heart and soul.

 

 

Sometimes the other person will take advantage of your selflessness which means sometimes you have to pull back to protect your energy.

I get it.

I’ve had to do that often, unfortunately.Respect Altruism MLK Quote MEME

 

 

Even if that happens, which is the worst feeling, I promise you have touched them, regardless of their inability to acknowledge the gesture. Know that.

Respect also comes from truth.

 

Respect From Truth MEME

 

We respect people that are true to themselves.

 

We stand in quiet awe of someone who has a real deep grasp of their authentic self; they seem more at peace.

Respect Awe Steve Jurvetson License

Photo: Steve Jurvetson
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We naturally gravitate towards the people in our lives who are comfortable in their own skin.

 

It’s a positive energy attraction. Some of us can’t articulate why we are so attracted but we ALL respond.

 

Respect Law of Attraction

 

The Law of Attraction.

 

We respond because on some subconscious level, we recognize the WORK that person has put into THEMSELVES.

 

 

 

Most people don’t have the stones to face a mirror, define the traits that they wish to change about themselves (to become a more impeccable person), and take action towards self-improvement.

Respect Cracked Mirror Alejandro Hernandez License

Photo: Alejandro Hernandez
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Life just seems to get in the way, doesn’t it?

Seriously addressing the things we want to change about ourselves pisses us off.

 

At least it pissed me off.

Respect Pissed Off Commons

 

I had to change though or I was going to continue down a path of confusion and that would manifest itself in the form of bad behavior and poor decision making.

 

 

 

It still pisses me off because I am still learning.

 

 

 

 

About music.Respect Songwriter Music FREE image 2

About artists.

About marketing.

About the music business.

About relationships.

About people.

It’s hard to put a mirror up in front of your face and deal with the reality I don’t care who you are.

Respect Mirror 2 Jason Rogers License

Photo: Jason Rogers
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The champions, the icons, the respected community elders, the leaders, and the life changing teachers have all gone through this because nobody is born perfect and nobody has all the tools they need to improve.

 

You have to search for the utensils and then do the work on yourself.Respect Tools

 

 

 

 

 

We adore our favorite artists and their seemingly effortless performances. That phenomenon is a result of years of WORK. Often we fail to recognize the work behind the veneer because we are only exposed to the veneer.

They make it look easy.

Respect Performance Kryziz Bonny License

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True greatness is not veneer, it’s a lifetime of work and focus spent on something that makes us happy.

 

This is why we respect them so much. Not because they should be respected.

 

 

Because they command respect.

 There’s a difference between demanding respect and commanding respect.

 

The bright lights disdain people who feel their title should come with respect whatever title that is…

Respect Bright Light Steve Jurvetson License

Photo: Steve Jurvetson
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We absolutely gravitate to the people we genuinely FEEL a reverence for.

We respect them because they’re real

 

We respect them because they’re HONEST

Respect Greatness Quote Bill Sodeman License

Image: Bill Soderman
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We respect them because they found a way to feel comfortable in their own skin

Which is to say that they HAVE DONE THE WORK on themselves

The bright lights recognize this even when they cannot articulate it. THEY RESPOND TO GREATNESS

 

 

 

 

 

They are solid.

This is you. Respect Chiefs

This is what you have in you.

This is your potential.

But you have to do the work

As a musician.

Respect Black Trumpeter Musican FREE Pixabay

 

As a songwriter.

As a singer.

As an artist.

As a parent.

As a lover.

 

 

As a significant other.

Respect Italian Lovers Francisco Osorlo license

Photo: Francisco Osorlo
http://bit.ly/1ryPA8o

As a marketer.

As a business person.

 

 

 

The work has to be honest, genuine, and heartfelt. In other words, you have to do the work because you have to do the work, NOT because you should do the work or you’re told to do the work.

 

Forget about avoiding the work or trying to “find a way around the system”.

 

Respect Cheating Cards Commons

 

That’s false.

 

You Can’t CHEAT

While we can’t always be clear as to why, we ALL definitely recognize and respond to posers.

 

Whether they are posers in life or posers in art, we find superficial people to be weak, gross, and unattractive.Respect Superficial

 

Even those of you who run with the superficial, you wish you could get out.

You wish you could rise above.

You can, ya know.

 

Start working on yourself and the rest will fall into place.

Respect Google Answers Anna Jumped License

Image: Anna Jumped
http://bit.ly/1ryPA8o

The answers you seek for your life are hidden in the work.

 

The answers you seek for your art are hidden in the work.

The respect you desire from your fans, your family, your significant other, your team, your band, and peers is hidden in the work.Respect Rockstar Pixabay

 

It’s all right there, man.

 

 

 

Respect Asphalt Martin Abegglin License

Image: Martin Abegglin
http://bit.ly/1ryPA8o

 

 

 

The question is will you demand respect or command respect?

 

 

 

 

 

 

Stay

In

Tune

 

If you like this post, please SHARE it and/or LEAVE A COMMENT thank you!

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Wrong Marketing Feature Image

Your marketing strategy, you’ve got it all wrong.

Wrong Marketing Unplug Rennett Stowe

Photo by Rennett Stowe http://bit.ly/1ryPA8o

 

Don’t worry it’s fixable, but you are going to have to unplug from what you think you know and consider some alternative, foreign ideas to win this one.

 

Let me explain.

 

 

 

 

Most artists don’t even think about marketing their music. Most artists think iTunes, Pandora, and Spotify is marketing and that’s where their future fans, who are currently unaware of said artist, are going to find this artist’s music.Wrong Marketing Why Meme

Yes, they can find the artist’s music at these digital distributors, but why would they do it?

Artist: “Because my music is epic!”

How do these consumers know that?

Artist: “Because I created it and I’m awesome!”

Yes, but how do they know?

 

Doing it Wrong Adam Swank image

Photo by Adam Swank http://bit.ly/1ryPA8o

 

Because most artists don’t think about marketing, their budgets always reflect this oversight. When you get the coveted major label deal, the MAJORITY of the budget will be allocated to the marketing of the artist, not the creation of the art.

 

Think about that.

 

 

 

How many projects have you recorded?

Each project had a budget.

How many of those budgets had any kind of money allocated to marketing?

Wrong Marketing Monopoly Money SEO credit

Photo by SEO http://bit.ly/1ryPA8o

 

Record labels are not developing artists anymore, rather they’re buying small businesses. This means you have to become a small profitable business to get any real attention.

To become a small profitable business it is mission critical to implement an effective marketing plan.

 

It’s that simple.

 

 

What about the artists who ARE thinking about marketing?

 

Wrong Marketing No Copy image

This subject is doubly heartbreaking for me.

 

If you have a brain in your head and your thinking about marketing, the LOGICAL idea would be to recreate some marketing strategies that were effective in making you aware of some of your favorite artists, right?

 

 

Strategies like touring with a killer headliner for exposure, radio promo, Letterman, The Tonight Show, SNL, press interviews, etc.Wrong Marketing Damn the Torpedoes MEME

Of course I’m generalizing but the major labels are essentially doing it wrong now too, so you if your plan is to copy (what you believe to be working) you are wasting your time with an outdated marketing plan that is probably cost prohibitive.

 

Think about these facts for hot second.

  • Tom Petty’s “Damn the Torpedoes” came out in 1978 and cost $8.00. 8 bucks in 1978 is worth $28.80 in 2015. That’s called an inflationary adjusted price
  • Tom Petty’s new record “Hypnotic Eye” is available on iTunes for $10.99 which is 38% of the $28.80 he used to get per record.
  • The bestselling country record of 2004 sold 11 million and the bestselling country record of 2014 barely sold 1 million that means record sales are down 90% from 10 years agoWrong Marketing Hypnotic Eye Tom Petty MEME
  • CONCLUSION: the price of a record has plummeted 62% and still overall sales are down roughly 90%

 

See how the game has changed?

 

 

The days of terrestrial radio as a super effective promo mechanism are over. 51% of GM automobiles in 2016 will be equipped with 4G LTE Wrong Marketing Apple Carplay imagecapability and some form of Apple Carplay or Android Auto streaming music service.

You don’t need (and may not even want) terrestrial radio in your car.

 

Game over.

What will the major labels do?

 

 

Their main mechanism for delivering the drug we call music is becoming exponentially less effective. The system is broken.Wrong Marketing Broken Needle

 

Proof is in the pudding, record sales are down.

 

 

 

When you heard your now favorite artist on the radio back on the day you were first exposed to them, there was a majesty to it.

Wrong Marketing Impressed theJbird credit

Photo: theJbird http://bit.ly/1ryPA8o

 

You were intoxicated with the music.

 

You were like, “Who is THAT?”

There was an implied power you gave that artist. They were already put on a pedestal of sorts by consumers because they were getting massive exposure on the radio.

 

 

This dynamic helped to create the long lost heyday of the coveted “rock star”.

 

But those days are gone.Wrong Marketing Rock Star

 

Now every artist is going to have to find their audience on their own.

 

Now every artist is going to have to connect with their audience on their own.

Wrong Marketing Connect

 

 

That means y’all are going to have to actually be social on social media.

Just sayin…Wrong Marketing Antisocial 2

 

 

Once you connect, you will need to market your music to consumers. That is to say that you need to begin to influence their buying decisions.

 

HINT: “Buy our single on iTunes” or “I’m freakin’ awesome check me out” is NOT marketing. That’s digital “door knocking” or straight up panhandling.

It doesn’t work.

It’s also a major turnoff to consumers.

Listen, consumers will buy ANYTHING if you serve it up right. Remember the Pet Rock?

Wrong Marketing Pet Rock

 

Are y’all aware that you spend twice the price of gasoline to purchase bottled tap water which you can obtain for free?

How about specialty vodkas for $50 per bottle?

Get it?

 

 

 

The trick to marketing your music online is that you need to understand it’s not about the music.

It’s about you.Wrong Marketing YOU finger 2

 

But you have to make consumers feel it’s about them.

 

Confusing?

Every “Swiftie” feels that Taylor Swift is their BFF in a certain special way. 7 million of them felt so strongly about that relationship they purchased her record.

 

Read Taylor’s Instagram posts and tweets.  Have you EVER seen her say “BUY MY RECORD ON iTunes”?

Wrong Marketing Taylor Swift

 

No, you see a lot of social proof with different milestones she’s reaching on Billboard, VEVO, etc.

 

You see a ton of fan pics.

Taylor Swift’s social media strategy is this: it’s about them.

 

 

If you’re not Taylor Swift you will need to set up an infrastructure for converting attention into contacts, and contacts into cash.

Wrong Marketing Contacts = Cash Meme

If you market correctly, the consumers will line up behind you.

 

 

 

 

Here’s a pic of Bailey James an artist that we have been working with since January.  She went from Zero to 19k followers. But look at the engagement. She has over 700 likes and 120 comments. The social proof was Bailey singing at a contest.

Wrong Marketing Bailey Instagram image

 

She’s amazing.

 

Now these consumers are AWARE of her.

 

They are lining up behind her and by the time we record and release her first EP, they will feel close enough to her to purchase either the $4.99 mp3 download, $7.47 HD download, or some bundle TBD that will cost $40 more.

 

Oh yeah, she just turned 12 years old in January.

 

 

I’m hoping this example of Bailey, who is an independent artist like you, is proof positive that you can change your strategy and get measurable results in just a few months.

So yes, whether you’re ignoring the idea of marketing all together or you are trying to fashion a strategy based off of your favorite major label artists, you’ve probably got it all wrong.Wrong Marketing Fix It

 

If you’re ignoring marketing that’s your fault.

 

You can fix that.

 

If you’re trying to market or thinking about marketing in the way you have been marketed to, that’s not your fault but the fact remains that it isn’t working. I’ll bet you feel like you don’t have enough money to make it happen this way as well.

It’s less expensive than you think.

 

Wrong Marketing Expensive

 

Marketing doesn’t have to require a $500,000 radio promo budget to connect you with fans who are willing to purchase your music.

 

You can fix this.

 

 

So what will you do to fix it?

 

Stay

In

Tune.

 

If you like this post, please SHARE it and/or LEAVE A COMMENT thank you!

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Radio Feature Image

I just read THIS ARTICLE about how next year, in 2016, 51% of GM automobiles sold in the USA and Canada will have 4G LTE capability and will offer Apple CarPlay or Android Auto.  Good bye terrestrial radio.Radio GM Logo

If you’re younger, you may not get the significance of this infrastructure to the music industry and marketing.

 

If you want to be a student of the game.

 

Radio Apple CarplayYou better read this.

 

 

Radio Android Auto

 

 

 

 

 

 

You better read this because you think you know how to market you music. If you have a brain you have spent time dissecting the methodologies in which you were made aware of your favorite artists.

 

Then, naturally, you’ll want to duplicate that strategy to pave the way for your own success.

Radio 1951 Radio image

 

You’ve already failed.

 

Be smart enough to avoid stepping in the hot gum on the street.

 

Radio Hot Gum

 

 

A TON of music is consumed in the car.

 

 

Back in the day, terrestrial radio (your local radio station(s) that broadcast in your listening area) was the MOST powerful promotional tool because it was the only way to hear the music from your favorite artists and be exposed to new ones.

 

Think about this dynamic very carefully. I grew up in Southeastern Wisconsin. I was definitely a hair band metal guy. There were 2 rock radio stations in Milwaukee I could pick up in my small hometown.

Radio Vintage Prison Arrows

My listener experience was this: turn on the radio to my favorite rock station. If they were playing a crappy song or a song I was unacquainted with, I’d change the dial to the 2nd rock station. If they were playing something I didn’t like OR WAS UNFAMILIAR WITH, I would go back to my fav station and listen to whatever they had going on with my fingers crossed that they would play something cool or familiar to me on the next song.

Do you understand how powerful that was?

I had to listen.

I had to wait out the new song from the new band I never heard of in the hopes of hearing something I liked or was more aware of.

 

 

Many of those unfamiliar songs became huge hits.

Many of those new artists became icons.

 

I was forced to be exposed to them because there was only 2 storefronts selling what I liked.

Terrestrial radio literally had a captive audience.

Radio Ruth Hartnup Pez Candy Image

Choices Photo by: Ruth Hartnup

Now they don’t.

Now the consumer has choices.

Choices that include terrestrial radio, satellite radio, HD Radio, Deezer, Pandora, Spotify, iTunes Radio, I Heart Radio, Tidal, Apple CarPlay, Android Auto, your own personal play list, etc.

Ask network television, more choices mean less viewers/listeners.

Less listeners means less exposure.

Less exposure means less ad sales.

Less exposure means less record sales for the artist/label.

Radio Artist Ice Cream Cone

 

Have you paid attention to declining sales in the last 10 years in the record industry?

 

The bestselling country record of 2004 sold 11 million copies. The bestselling country record of 2014 barely broke 1 million.

 

 

Coincidence?

I think not.

If a consumer doesn’t like what they are hearing OR is unfamiliar with a new song/artist, they can keep changing the dial to a never ending selection of audio picks that ensures they are going to find what they want.

What they want is what they are familiar with.Radio We Covet What We Know

 

We covet what we see and hear every day.

 

This new technology in GM automobiles is a game changer.

 

 

Understanding the declining importance of terrestrial radio is a game changer to an any artist, indie or on a major label.

This news is a game changer to every label as well.

 

Radio Barking

 

You’d better be barking up the right tree.

 

It’s your precious resources. That is to say your precious time, money, effort, etc., that you are putting into the game; you have to make it count!

Don’t be nostalgic, man. You’ll lose.

 

 

If you are fashioning your hopes and dreams as a new artist on the power of terrestrial radio for your promotion strategy you are wasting your time.

Worse yet, you are waiting to be “discovered” so a major label can just handle that for you.

 

Terrestrial radio is still powerful, yes, this is true.Radio vintage radio recording

 

It won’t be by the time you get your act together and make a play.

That said, the artists who OWN the airwaves now are barely selling their music.

Think about that!

 

Consumers need and expect more than a song on the radio to influence their buying decisions these days.

Radio Relationship

Consumers want a relationship.

This is clear by the abysmal record sales of 2014.

 

Consumers will purchase from an artist they are familiar with.

 

Consumers will purchase from artists they feel they have a relationship with.

 

 

 

Taylor Swift knows this. All her fans think they are “besties” with Taylor.Radio Taylor Swift 1989

 

She had no problem selling 7 million copies of “1989” without any promo from country music radio where all her other records were promoted.

 

Most of you can’t really comprehend the significance of that feat.

 

 

If consumers aren’t familiar with you, they won’t purchase from you and you’ll stay at your day job; your “backup plan”.

Radio Beehive

 

 

If you want to succeed, you’ll need to learn how to reach out and find your own beehive, make relationships in that beehive, and deepen relationships in that beehive.

If you want to sell 10,000 records, you will have to shake 10,000 hands which means you will have to meet 10,000 people.Radio Shaking hands

 

If you figure that out, your bees will make you honey.

 

Most of you still aren’t taking marketing seriously at all. You think as long as you build the masterpiece, they will come.

Radio FalseThis is categorically FALSE.

 

You believe this so much that you blow your entire budget on the recording with zero left for marketing.

 

It won’t happen without marketing.

 

YOU won’t happen without marketing.

For those of you that do think about marketing, you’re probably still strategizing exactly how to get your music on the radio.

Oh, and you’re oddly antisocial on social media which baffles me.Radio Antisocial

The crappiest most ineffective social media strategy is to NOT BE SOCIAL!!!

You have to make yourself available and adorable and compelling to the consumer so they will become familiar with you.

Get it?

Radio Bailey Instagram

People, this puts the power COMPLETELY in your hands.

 

We have a 12 year old artist we have been working with for 4 months (ish) and we have built up an Instagram account to over 19,000 followers.  She averages a SOLID 500 likes per post. She averages a solid 50-60 comments per post.

 

Many of these people will buy her EP, merch, tickets, trinkets, etc.

 

We are making her available and getting her following familiar with her.

 

 

They will buy.

We will create more traffic.

This new traffic will also buy.

She will develop a following.

We did all this from a laptop computer.Radio Laptop Computer

What’s your excuse?

 

It’s never been easier.

 

You seriously need to be as good at marketing as you are at making music.

 

Radio Coffin Meme

 

GM just put an exclamation point on the demise of terrestrial radio.

 

Why chase it?

 

 

Stay

In

Tune

 

If you like this post, please SHARE it and/or LEAVE A COMMENT thank you!

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Iceberg Feature Meme

Most of you are only scratching the surface.  You are only seeing the tip of the iceberg when it comes to marketing your music.Iceberg Keyboard Meme

All the fans you’re ever going to need are right there, literally at your fingertips on the keyboard of your computer.

You can find them and target them.

You can connect with them.

You can create relationships with them.

You can deepen relationships with them.

You can monetize those relationships.

 

 

Iceberg TwitterTwitter is important but it’s not the only thing.

 

Instagram is important but it’s not the only thing.

 

YouTube is super important and most of you aren’t doing anything to really work that platform to its potential.

Iceberg YouTube Logo

 

Almost all of you haven’t set up your web stores. If you have, I guarantee they’re being ignored and need tweaking. There is probably ZERO bundles on these few websites that actually have web stores.

If you understand the difference between digital distribution and marketing then why on earth would you send people anywhere else but your own store on purpose?Iceberg Record Store Banner

 

30% is a TON of money!

 

Of course, you have to have a presence on all the digital distribution sites, but adding products and bundles to your web store that cannot be found anywhere else and purposefully sending people to the store will result in about 45%-55% of consumers purchasing directly from you.

 

Iceberg $1,393

 

Here’s how much: If you sold 1,000 records ($9.99 each) only on iTunes, your take would be $6,893.10.  If you set up your own web store and 55% of your fans purchased from iTunes, meaning 45% purchased directly from you (not including bundles!!) your take is $8,286.70. That’s a difference of $1,393.60.

 

 

Most of you aren’t collecting (or effectively collecting) contact data. This is akin to playing a signature lick almost correctly but with a few wrong notes. If you changed one note on The Rolling Stones “Satisfaction” lick is that ok?

CASE STUDY #1:  I want to share some real world examples and real data with you, as always.Iceberg Bailey James

We are currently working with a 12-year old artist named Bailey James. We started our working relationship with Bailey on January 2nd, 2015.

Since then we have gone from:

  • 0 – 14K targeted Twitter followers
  • 0 – 16K targeted Instagram followers
  • A few hundred to over 18k views on her YouTube Channel
  • 0 – 600+ subscribers on her YouTube Channel
  • 4 independent fan created Instagram accountsIceberg Bailey James Contact Capture
  • 1 independent fan created website
  • (in less than one month) over 160 cell phone numbers (via text capture, WATCH videos)
  • (1 month) over 800 email addresses

 

FYI, we are still in pre-production of her first EP which won’t be released at the earliest until late July early August.

 

 

Here is how important contact information is.

Iceberg Case Study 2

CASE STUDY #2:  We have run a series of autographed guitar giveaways on Facebook (designed to create massive interactivity) with several multi-platinum artists. Tell me what marketing numbers you would intelligently predict on the last artist.

 

 

 

  1. Collin Raye: 118k likes 12/5/2013 – received 100k comments in 1 hour.
  2. Jamie O’Neal: 13K likes 10/4/2014 – received 14k comments in 1 hour
  3. Andy Griggs: 43K likes 10/4/2014 – received 48k comments in 1 hour
  4. Ty Herndon: 67K likes 10/4/2014 – received 69k comments in 1 hour
  5. Tracy Lawrence: 1.1 MILLION LIKES 2/4/2015

 

How many comments would you expect?Iceberg Blind

 

We expected damn close to 1 million comments but received only 50K comments in 1 hour simply because Tracy’s Facebook fan base DIDN’T SEE THE POST. They didn’t see the post because Facebook changed the rules again. We were going to have to pay dearly to reach all those fans his team worked so hard to obtain.

 

 

Do you see how dreadfully important contact/customer lists are now? We can expect all social media platforms to behave the same way once they begin monetizing or once they go public.

 

Iceberg Data Collection Meme

 

 

If we would’ve had contact information we could’ve DRASTICALLY manipulated this number.

Most of you haven’t really thought about your messaging, imaging, and content to determine if it makes sense as a whole.Iceberg Celine Dion

If your music sounds slick and super polished (Pop ish) with more universal pop like lyrics then your look should reflect that with a super polished look. It’s confusing to see a ragged looking artist with a slick sounding record…it doesn’t make sense. For example, Celine Dion wouldn’t work with torn jeans, tattoos, and a beat up biker jacket; nobody would believe her. Rather Celine needs to look glamorous. If you do leather with glamorous she can’t look like a drug addict.

Get it?

Iceberg Celine Dion Old

 

Btw, look at the early picture of Celine vs. the latter, can you see the transformation?

 

 

 

 

 

Conversely, a record loaded with rough edges, very personal edgy lyrics, a raw, more edgy sound, maybe even dark content, wouldn’t sell with a glamorous front-man. The image needs to fit the lyrics and the music.

I see far too many artists sending me songs where the lyrics don’t fit the music. Light music requires light lyrics and visa-versa.

This doesn’t mean you can’t cleverly switch it up but you have to be mindful of the chord changes, melody, and lyric content.Iceberg Breaking the Rules

It’s ok to break the rules as long as you know WHAT rules you’re breaking, HOW exactly you’re breaking them, and WHY you’re breaking them.

 

 

For instance, let’s study 2 songs with extremely dark lyric content: Shooting heroin.

 

Iceberg Mr. BrownstoneFirst look at Guns & Roses “Mr. Brownstone” from their debut record Appetite for Destruction. We all know and get the real gritty image of the band. Look at the lyrics and how literal and matter-of-fact they are. “I used to do a little, then a little wouldn’t do, so the little got more and more. I just keep trying to get a little better, said a little better than before”. Then at the end of the track W. Axl Rose says “Stuck it in the middle and I shot it in the middle and it, it drove me outta my mind, I wish I’d known better said I wish I never met her, said I’d leave it all behind.”

This is not a pop record. This is not slick. This is not glamorous.

 

Now let’s look at The La’s Lee Mavers’ pop masterpiece “There She Goes”. Despite politicking in the press, this is definitely an ode to heroin.  Iceberg the La'sNotice the song structure, the chords, and the melodies. Undoubtedly pure, saccharine, indie pop music.  These lyrics are NOT literal but quite metaphorical. It sounds like he’s talking about a girl so much that they get tons of placements on movie soundtracks sonically supporting the girl imagery, and a Christian band Six Pence None the Richer even covered and released it.

So the lyrics WORK with the chord changes and the melodies.

 

Are you picking up what I’m putting down?

 

Iceberg Sixpence

 

Side note: The La’s recorded 2 versions of this song. The first didn’t chart and the second barely broke the top 50. Six Pence None the Richer covered it and took it to #7. Look at the images. Coincidence?

 

 

 

Iceberg eye roll

 

Now, as I type I can actually FEEL some of you rolling your eyes at this whole post. Some of you think this happens “organically” or “naturally” or you think “Everyone should just love the music, man, peace, love, and groovy-ness.”

 

 

Don’t be naïve.

Iceberg Naive Computer

This is the music BUSINESS.

 

The BUSINESS part of that phrase is about commerce, which requires sales.

 

 

Makes sense right? If you want to make a living at your dream, YOU’RE GOING TO HAVE TO SELL SOMETHING.Iceberg Commerce Shopping Cart

 

 

Sorry for the wounded artist souls on that one, but it’s a fact. Somebody, somewhere, somehow, has to pay money for something in order for you to make a living.

So making a living requires sales and sales requires marketing.

 

It goes deep, y’all, marketing goes REAL deep.  If you keep doing what you’ve always done, you’ll keep getting what you’ve always got!

 

Iceberg Titanic

 

Understand the whole iceberg and you won’t go down like the Titanic, people.

 

 

 

 

 

Stay

In

Tune

 

If you like this post, please SHARE it and/or LEAVE A COMMENT thank you!

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Humility Feature Image

So I’m definitely “on one” right now, apologies in advance if it’s a little edgy. I’m thinking about all us artists and how, because we’re people, we tend to ignore truth and honesty. This is most certainly a byproduct of a lack of humility.

We ignore the honest truth our romantic relationships. (Ever catch yourself wanting to “win”?)

 

In our family relationships.Humility Family photo

 

In our friendships.

In our relationship with our music.

 

Why do we do this?

 

I call these “protection rackets”.

Humility Protection Racket

We are so easily hurt and wounded by the slightest criticism that we resort to defense mechanisms to deflect the pain and put ourselves, albeit inaccurately, into a better light.

 

Why do we use these protection rackets?

 

Why do we so desperately need them?

 

 

They’re destructive to relationships which means they’re destructive to your music and potential as an artist.

Why are we so quick to bow up with a defense rather than absorbing what is being said and processing it intelligently?

Humility Tornado Destructive

 

Maybe the information is coming from a source with an agenda which makes it questionable at best.

 

Maybe the information is coming from a source that is currently hostile for whatever reason so we take it with a “grain of salt”

 

But how many of us really listen and process before we respond?

 

Even the most naïve consumer offering up an opinion can have something important to tell you. Granted, they may be serving it up poorly or naively with regards to lingo and understanding, but we shouldn’t dismiss what they are trying to communicate simply because they can’t articulate it as intelligently as you.

 

Humility Always Improving

We should all understand that no matter what, we need to get better.

Then we’re always improving.

That means there is ALWAYS room for improvement, right? If this is in fact the credo we choose to live our lives by than why is it so intolerable when someone points out a flaw?

 

 

Why are we wired up to defend when someone is telling us we need to do more work?

 

I guess that’s where the humility comes in.  I think humility is a muscle that gets stronger when flexed. I can actually feel more humility just by saying I have it out loud.Humility Shout Meme

Say it out loud, “I HAVE HUMILITY!”

 

Humility means you have to listen with the intent to understand rather than the intent to reply.

 

That’s hard to do.

 

 

Have you ever met that obnoxious person who is constantly cutting you off with their reply? You can see them fidgeting, and feel the disruption in the energy flow because they’ve already tailored a response while you are still talking and simply cannot physically wait to bestow it upon you. Ugh.

Humility Defensive Bear

This is rude for two reasons:

  1. The gesture is annoying as hell and completely disruptive to a train of thought. One wants to free the thought and finish the point. This is hard enough sometimes without having to battle for the proverbial conch and/or talk over someone.
  2. The gesture is proof positive that the person is NOT listening to damn thing you are saying, making the conversation futile which is extremely frustrating especially when you really care about the subject matter.

 

Are you that obnoxious person occasionally?

 

Maybe you’re more socially behaved, but are you that person inside your head when you’re supposed to be listening?

Most of us are, don’t feel bad.

 

Humility Listening

 

I want you all to try to FOCUS on listening in the very next conversation that you have. Trust me, when the person is done talking you will formulate a response so STOP doing it while they are talking.

 

I’d be interested to hear back from y’all on that one. Was it really hard? Did you learn something from the communicator?

 

We need to be honest with ourselves.Humility Honesty Never Gets Old

 

We need the truth as it is what gets us closer to impeccability.

 

We need humility to accept the honest truth and refine the approach.

 

Somewhere in that message we want to deflect so bad, may lie the very key to creating something that is life changing or a step to life changing.

 

What if it’s a muse disguised as disapproval and hard work?

 

Humility Muse

 

There are many of you that are phoning in your marketing and behaving like children who lost their ice cream cone because it isn’t working.

 

How can one really be frustrated when the marketing effort and budget equals 1% of the artistic effort?

Humility Zero Results

 

 

 

 

That’s like spending a ton of money on a beautiful brand new car and being frustrated when you run out of gas because you refuse to spend money making it go. As simple as that metaphor is, I must say it is spot on.

 

No gas means it doesn’t run.

No gas means nobody sees and experiences your beautiful car unless they come over.

Humility Landscape

 

That’s a small market, man.

 

Sound familiar?

 

 

The major label deal some of you seek will drastically change that budget equation to look more like (at the very least) 80% of the capital budget and resources will be spent on marketing leaving only 20% for the product.Humility Budget Hippos

 

 

Think about that. I say it often but I want to get it in your heads.

 

 

 

 

Many of you are also not being honest with yourselves about the quality of your music.

It feels good to accomplish a recording no matter what the quality.  I know the feeling, man, you just want to exercise the muse and get the creativity into some immediately tactile form so you can “hear what it sounds like”.

I seriously get that.

Instant gratification feels good.

That good feeling doesn’t matter to the world, they will judge you only on what you have done.

Humility Chassis

 

Using the car analogy, an engineer should feel excited when he’s created a killer blue print for that beautiful new car.  Personally, as a consumer, I don’t give a shit; show me the car.

 

Get it?

 

If you’re a novice that is just about making music for the sake of making music, God bless, move at your own speed.

 

If you aspire to be a professional then there is a level to which you must play at lest you be thrown into a gun fight armed with a butter knife. Humility Knife and Gun

 

You will lose.

 

The feeling of losing is frustrating, I don’t care who you are. So many of you are experiencing frustration because you have set yourself up to fail from the start.

 

The good news is that’s completely fixable once you find the humility to swallow that jagged little pill.

 

 

 

Humility Pills

 

I’m not saying conform in any way, I named my company Daredevil Production for a reason.

 

I AM saying you can’t use “breaking the rules” or some kind of “outlaw” mentality as a defense for avoiding the honest truth; you always need to be working and learning.

 

The TRUTH is you need to know all the rules before you can break them.  Breaking them is great, but you need to know WHY and HOW you’re breaking them or you’ll never have a clear project vision.

 

Without a clear vision it’s impossible to orchestrate the social movement towards your music and your brand you desire to create. Everything hasHumility Clear Vision to work together, the lyrics, the melodies, the instrumentation, the message, the image, the genre, the recording, the marketing, etc.  It’s complicated and trust me you won’t hit anything throwing darts in the dark!

 

You need humility to be able to identify the people, places, and things that will make us better.

 

 

 

With humility we can more clearly see the honest truth.

Humility Listen Better Meme

With humility we listen better.

 

With humility we evaluate better.

 

With humility we operate better.

 

 

With humility we spend our precious resources better.

With humility we become better people, lovers, parents, and artists.

With humility we are open for improvement.

Without humility we believe we are perfect.

If you believe you are perfect then don’t change a thing.

 

 

Stay

In

Tune

 

 

If you like this post, please SHARE it and/or LEAVE A COMMENT thank you!

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Managing Expectation Vintage Car Accident TEXT

I want to help everyone clearly define their music career goals and compare these goals honestly with their career efforts for the purposes of managing expectations.Managing Expectations Dillusion Graph

Are you serious about making a living making your music or are you a hobbyist?

Managing expectations honestly is a crucial component to a positive attitude and general sense of accomplishment in your artistic endeavors.

If you don’t manage expectations intelligently, it’s very easy to get depressed, discouraged, and even disillusioned (in a positive or negative sense) in your career. Often artists get disheartened and dejected because they are improperly processing data.

 

 

It’s easy to misdiagnose a minor, predictable, speedbump or pothole in your career as a catastrophic negative outcome. This misdiagnosis, of course, can cause tons of undo stress and add another “brick in the wall” of defeat we are all trying so hard to avoid.

 

My dad always calls this “making a mountain out of a mole hill”.

 

Managing Expectations Molehill Collage 300x150

 

Here is a good metaphor outside of the music business to illustrate my point.

Managing Expectations Minivan

 

When you purchase a minivan for the family, you expect that vehicle to seat 5 or 6 people comfortably plus groceries, soccer gear, golf clubs, maybe keep the kids entertained, etc.

You DON’T expect that vehicle to take a 90º right turn at 80 mph and stay on the road.

If you mismanage the expectations of a minivan you are sure to be disappointed and quite possibly dead.

 

Conversely, when you purchase a Ferrari, you expect that vehicle to outperform every sports car on the road. I mean, it BETTER for the price, right?  0-60 mph in less than 4 seconds, superior handling, killer sound system, and you presume that people will look at you while you’re driving it, right?Managing Expectations Ferrari

You DON’T expect to get good gas mileage, pay tolerable auto insurance rates, fit 3 kids and a baby seat, soccer gear, golf clubs, and a few bags of groceries.

If you mismanage the expectations of a Ferrari you are sure to be disappointed and quite possibly divorced.

 

 

This example seems a bit silly because it’s so completely obvious, right?

Understanding what your needs are, purchasing the appropriate tools, and executing properly within the constraints of the tool system creates forward predictable momentum and therefore leads to a more positive day to day attitude.

 

This comes from managing expectations.

 

FYI, there’s no right or wrong answer to the question I asked at the beginning. I ask because all too often I see people confuse a lighthearted, naïve, or poorly executed work effort with astronomical expectations from their music career.

They put forth the effort as if it was a hobby only to get super upset when things aren’t happening as if it was how they made their living.

 

So which is it?

Managing Expectations Empty Pockets

 

I mean getting fired or laid off from a job that you make a living at is painful, I don’t care who you are.  You spend 40 hours of your life at that job every week and when you lose it there is a tremendous sense of defeat.

 

The defeat comes from 2 places, I suppose. The first is the most obvious, no more money! How will you pay your bills, right? The second is most certainly a prideful reaction. You spent all that time doing all that work and

now you have nothing to show for it.

 

 

I’ll bet you are quite serious about that day job, aren’t you?

I don’t mean serious with your attitude because maybe the job blows, you’re bored, you hate everyone you work with, and you really don’t care, but you consistently show up, don’t you?

If you don’t show up you don’t get paid, right?

 

Even the biggest slackers seem to be masterful at doing the least amount of work required to keep the job.

Managing Expectations Slacker

 

 

Maybe you’re really lucky and/or smart and you have a day job that you love and excel at. Still, it’s a day job where you bide your time, albeit more productively, until your artist ship comes in.

 

So why do so many of you get equally upset in your music careers when the ONE opportunity you created for yourself, which was met with inferior preparation, fails miserably?

 

We all make little mistakes at our day jobs and yet we don’t quit, because we can’t, right?

In fact, we’re often scared of losing that job after we make a larger-than-usual mistake if for nothing more than the facing the inconvenience of finding another job.

For some reason with artists and their careers, they don’t seem to be fearful of losing that gig as much as they are looking for a satisfactory reason to call it quits.

 

Is this secretly you?

 

Managing Expectations Conflicted

 

Why is a little speed bump or detour so damn devastating to us sensitive artist types?

I submit to you that if we all worked as hard, as efficiently, and as intelligently at our music careers as we do at our day jobs, you’d all be making a living doing what you LOVE to do and were BORN to do.

But there’s that damn conflict going on in your head, isn’t there?

Secretly.

You are afraid to put that much effort into it lest you be denied and rejected.

 

Yeah, we all grapple with that one, she’s a doozy…but here’s the deal.

 

If the equation of “Preparation + Opportunity = Luck” is true (and I wholeheartedly believe in this concept), then the opposite must also be true, Opportunity – Preparation = NO LUCK.Managing Expectations Equation

 

Why, why, why are we just as upset over the lack of music business opportunities as we are when we’re laid off or fired from a job that we put so much effort into.

 

I mean if we don’t invest much time and ZERO dollars into our music careers we should expect a proportionate return, right?

 

Now, some of you are saying, “I bust my butt at my music career, Johnny, you don’t know what you’re talking about.”

 

I believe many of you work very hard, but it’s not enough.

 

 

Managing Expectations Work Hard

 

It’s not enough because you’re not working hard enough, or not working smart enough, or both.

Here’s the self-test to discover the truth.

If you aspire to make a living at it are you making a living?

If you aspire to make a better living at it are you making a better living?

 

 

 

Painfully simple, right?

 

If you’re a hobbyist and you make music purely for the joy of the process, then you are getting an instantaneous return on your investment and you should be happy with that.Managing Expectations Hobbies

Mission accomplished.

 

Don’t expect to gain serious momentum with your project when you only put forth the random, irregular effort of a hobbyist; be happy with your happy.

 

 

If you aspire to be a professional artist, then you are going to have to spend a TON of time (on top of your day job), and invest some money to get this dream of yours to gain some traction.

If you don’t make enough money at your day job to support your music habit, then you are going to have to find a way to win with someone else’s money, time, or support.

 

What has to happen to make that a reality?

 

Managing Expectations Lemonade Stand

 

The instant ROI lemonade-stand-business-approach where you invest in a product, resell it for a profit one-at-a-time doesn’t really work in the music business.

You’re going to have to create songs.

 

You’re going to have to pay to record them at a professional level because most of you can’t, and if you can, you don’t have access to all the necessary musicianship and/or tools to get it done right.

 

You’re going to have to pay for a producer because most of you think you can produce, and some of you eventually will, but you need to learn more right now.

You’re going to have to pay someone to market you music effectively. This helps with a quicker ROI by the way…just sayin.

Managing Expectations Marketing Image

 

If you choose to, and have the will power and work ethic to consistently market yourself, which is TOTALLY DOABLE, then you’re going to have to pay someone to teach you the most efficient and effective ways to get it done.

Otherwise you will continue to do what you have always done and you will continue to get the exact same results.

 

Managing expectations in the music BUSINESS is about constant, non-stop preparation for the purposes of capitalizing on all the different opportunities that will INEVITABLY arise in the future.

 

Managing Expectations Quid Pro Quo Meme

There is no Tit for Tat.

No Quid Pro Quo

No immediate return on your investment.

 

 

 

The more you work, the bigger your body of work becomes, the more professional you look.

 

If you knew already then you’d be making a living.

 

Stay

In

Tune

 

 

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