Traffic Feature 1

If you read my last post, hopefully you understand the concept of marketing (and how it’s commonly confused with digital distribution), customer list building, and the monetization of that customer list. If online sales are mathematically predictable, then once the sales funnel is optimized, you need only worry about average revenue per contact (bundles, other widgets, etc.) and traffic.

How do you create traffic?Traffic Predictable

How do you drive traffic to your squeeze page or get a live audience to text a keyword both of which will put consumers into the sales funnel?

There are endless possibilities, here are a few:

  • Live shows
  • Social Media
  • YouTube Channel
  • Blogging
  • Article Writing
  • PR
    • TV Exposure
    • Print Ad Exposure
    • Blog interviews
    • Magazine interviews
  • List Sharing
  • PPC Campaigns
  • Advertising (YouTube, Online Blogs, etc.)

 

 

Traffic Bang for your Buck

 

With this new mindset of capturing contact information, one can really get the most “Bang for your buck” with every form of exposure.

Live Shows

Google IS an advertising company, so why on earth would they buy Motorola for a bazillion dollars and purchase an 80 million dollar ad campaign from another ad agency?Traffic Google Motorola

Because Google knows it needs to be in your smart phone.

This is real.

You need to internalize this.

 

Text Capture is a killer way for an artist to take advantage of the implied power they have when they’re onstage to create real traffic to their sales funnel.

 

 

Whether you’re up in front of 100 people or 10,000 people there is an implied power given to you by the audience.

 

 

file0002005996090Sometimes we refer to this power as the artist “Having audience in the palm of their hand”. The crowd will mostly do what you tell them to do.

 

Imagine THANKING everyone for attending the show from your stage and offering up a free gift for the audience’s effort.

 

You say, “I’m so happy y’all are here tonight.  I want to and I’m GOING to return the gesture because y’all are important to me. I’m going to give you a free track for coming out! Everyone get your cell phones up in the air right now! I want you to text the keyword _______ to this number and get your free song.  Thanks again, I love and support you too.”Traffic Thank you

 

 

Boom, just like that you could have tons of opt-ins to your sales funnel.

 

 

FYI, the conversion rates on traffic from a live show are astounding.

Those of you who regularly find yourselves on the county fair or festival circuits are wasting this amazing opportunity to connect with the THOUSANDS of consumers that have experienced you live for the purposes of driving traffic to your sales funnel.

Traffic Get Over It

 

Btw, if you’re rolling your eyes at the idea of sales get over it.

 

You going to have to get over it.

 

 

 

 

I have seen even the most “hippiest” of hippies who followed the Grateful Dead selling spaghetti to afford the trip to the next venue.

Commerce has to happen if you want to make a living.

DSC07870-Sat Color Boost

Those of you with a regular draw are wasting the ability to connect directly with your audience to ensure consistent growing attendance. Btw, that “regular draw” will have an insane conversion rate.

 

Google “Text Capture” to find all the companies that will compete for your business in this technology.  Most will seamlessly connect to your CRMs like aWeber, Mailchimp, Constant Contact, etc.

Social Media

 

 

Traffic Social MediaSocial media is a major component although it is not everything.

Social media is an awesome tool to target the traffic that will most likely connect with your art.

 

Once the potential traffic is targeted you simply need to serve up the effective language to direct them to your squeeze page (AKA top of the sales funnel) to turn them into real traffic.

Traffic Craig Gerdes

 

 

EXAMPLE: We worked with a super talented artist named Craig Gerdes who wrote a song called “Haggard Fan”. At the time we started working with Craig he had a Twitter account but hadn’t paid too much attention to it (like many artists).

We cut “Haggard Fan” and targeted…well, Merle Haggard fans on Twitter.

 

 

It was literally like shooting fish in a barrel.  We had a killer song, a killer track, and if you think about it, an audience that was prepared to love it.

In a couple months we grew Gerdes’ Twitter account from 27 followers to over 5,000.

 

How did we drive traffic you ask?Traffic Auto DM's

 

We simply set up a revolving automated DM for everyone that followed Craig.

 

Some will tell you automated automated DM’s are a nuisance.

I will tell you if the content is good and served up correctly, the content is welcome.

 

The DM said something like, “Wow, TY 4 the follow! I am so grateful. I want you 2 have a free track 4 giving me a shot. Go2 HaggardFan.com today”

 

This garnered us 2,000 downloads of the single in just a couple months and, if there was a CD to sell (which there wasn’t), we would’ve mathematically sold at least 100 CD’s + the upsell revenue from any bundles that were on his web store.

 

That was JUST using Twitter.

How would you feel about your artist career if you could add $2,000-$4,000 of online sales in the next couple months?

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For many of you that would be a huge improvement.

Let’s be honest for many of you that would the difference between $0.00 and whatever revenue the traffic created.

 

That would easily pay for 5 years of subscriptions to premium social media tools, huh?

 

Get it?

 

Now implement Facebook, Instagram, YouTube, and boom, you have a real network going on.

 

Btw, Instagram is, by far, the most engaging of the largest social media platforms.

 

 

Traffic Crack The Code

Learn to crack the Instagram code.

 

HINT: it’s the same code as Twitter.

 

 

 

Next week I am going to turn y’all on to the 10 fundamentals of creating a successful YouTube Channel that will drive traffic to your sales funnel.

Until then…Traffic YouTube Strategy

 

Stay

In

Tune

 

 

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Flaws Gun Pointing

The record business is rife with fatal flaws. Even in the heyday there were huge mistakes constantly made by major record labels and those flaws are showing big time Flaws Flawed eggin the new music industry.

 

 If you ask any CEO from any company in any industry on any part of this planet what their most valuable asset is, they will tell you it’s their customer list.

 

 

Yes, their people are important but you can’t pay good people without cash flow from customers.

Yes, their intellectual property is hugely important, but you can’t monetize intellectual property without customers.

 

Maybe you’re a fan of Chevy, Ford, Toyota, Dodge, Porsche, BMW, etc.flaws automakers

From the perspective of the CEO’s of any company, you are a customer, maybe even a loyal customer.

 

Artist “fans” are called “customers” in every other business.

 

Get it?

Businesses go to GREAT lengths not only to build and maintain customer lists but also to DEEPEN the relationships with those customers.

Think about your Kroger or Ralph’s (grocery store) discount card.  They offer discounts in exchange for information on your buying habits.

 

flaws discount card

They KNOW if you like 1% milk or 2% milk.

They KNOW what kind of beer you like.

 

They KNOW when you prefer to shop, how much you normally spend, and what products you normally spend your money on.

 

Now, if we put a gun to Tim McGraw’s head, Katy Perry’s head, AC/DC’s heads, Jay-Z’s head, or Daft Punk’s helmets, they couldn’t tell us who’s buying their music.

The fatal flaw is they don’t know who their customers are!

 

If you don’t have a customer list, not only is it impossible to identify who the customers are, you certainly can’t contact them.

 

If you cannot directly contact the customers, you have to spend MILLIONS of dollars on what they call “Branding Campaigns” (that’s super expensive advertising in plain English).

Branding Campaigns put an artist everywhere there is to be for a few weeks at a time to plug the new release and continue to promote it.

 

People, Us, Vanity Fair, Country Weekly, Taste of Country, blogs, nationwide radio, Letterman, Fallon, Ellen, Seth Meyers, GMA, Today Show, Newspapers, blah, blah, blah.

 

But what of the artists who don’t have million dollar budgets?

 

DSC_5393

What about the artist you USED to have million dollar budgets?

 

Even with a million dollar brand name (think any former major label artists who no longer have a major label) the sales will suffer simply because the customers don’t know the product is available.

What if there was a way to “capture” contact information that would become a customer list?

 

An artist with an active customer list could:

  • Deepen relationships with customers creating a tribe-like following.flaws iceberg
  • Offer exclusive content to make customers feel like they’re “in-crowd”.
  • Monetize it by changing to a subscribership business model (think Netflix).
  • Inform the customers of new content on YouTube and grow the subscribership.
  • Then Monetize YouTube (creating another cash register).
  • Inform the customers of any contests the artist is having.
  • Inform the customers of upcoming concerts.
  • Disseminate any images or content offering social proof of awesomeness.
  • Cross promote other artists
  • Obtain Corporate Sponsorships
  • Monetize it through sales on the artist’s web store.

Some of you hate this idea but I’ll bet if you were famous you would at least entertain the idea of a clothing line, or perfume scent wouldn’t you?

The tremendous power that direct customer contact will bring to an artist was demonstrated quite clearly by Taylor Swift in 2014.

flaws taylor swift 1989

 

We have probably the biggest superstar on the planet who released a new record but she switched genres.

 

Yeah, yeah some will argue that Taylor Swift was never really “country” but the point is that all Taylor’s previous records were promoted on Country Radio and “1989” wasn’t.

 

 

Country radio felt that Taylor abandoned country music and moved WAY too far into the pop world and therefore refused to promote it by spinning her new singles.

Come to think of it, in Nashville, I haven’t heard ANY Taylor Swift songs on country radio for quite some time which is crazy considering they are continuing to spin every single ever put out by her country peers like Tim McGraw, Kenny Chesney, Carrie Underwood, etc.

Here’s the point, she still had the bestselling record of 2014.flaws social media nails

 

This was true because her fans KNEW the record was coming via her social media.  This is huge because while I’m sure most of you are plugging away at your social media, “Swifties” feel like they have a special connection with Taylor.

 

That’s the key.

 

Don’t fool yourself on the power of her superstardom either, it was the connection.

 

Want proof?

 

George Michael was a superstar stadium act that had sold 25 million albums and 15 million singles with Wham! before he ever got his solo deal with Columbia.  His first solo release was “Faith” which sold a whopping 25 million copies. In September of 1990 George released his 2nd solo effort entitled “Listen Without Prejudice Vol. 1” (arguably considered his artistic masterpiece).

flaws george michael

 

 

George was sour at the fact that the Sony Corporation had purchased CBS records. He tried to exercise a “Key Man Clause” in his contract once artist beloved CBS Records President Walter Yetnikoff was replaced with Tommy Mattola in 1990.  Tommy took that action personally and detested George’s artistic refusal to appear in any videos to promote the record. As a result, Sony chose not to promote “Listen Without Prejudice Vol. 1” and it sold a disappointing 8 million units.

What would have happened if George had been able to contact his 25 million customers?

 

Want to know how you capture this information?

 

There are 2 primary ways (depending on the age of your audience) that you can capture customer contact data and begin to build your list.

1 way is called a “Squeeze Page”. flaws_Twitter_Squeeze_Page

A squeeze page is designed to “squeeze” the contact information out of a potential customer (usually a name and email address) while allowing the customer to “opt in” to email driven marketing initiatives.

The idea is you offer what my friend Rick Barker calls an “ethical bribe” by exchanging a free track(s) for the contact information.

I mean, you need to know where to send the customer’s free track right?

 

Here are a few links to some squeeze pages we have created at Daredevil Production, LLC. I recommend you experience some of these as a consumer. You can always UNSUBSCRIBE at the bottom of each email address if you want.

  • GiftFromJohnny.com (this is to a free download of my bestselling Twitter Book which you are welcome to have if you don’t already own it)Flaws_Ty_Herndon_Squeeze_Page
  • GiftFromTy.com (this is a free track from Platinum country artist Ty Herndon)

 

 

While there is an art to structuring a squeeze page that will optimize conversions, it can totally be mastered.  Check out companies like Lead Pages to help you capture that info and store it.  (If you have any problems, simply give us a flaws lead pagescall and we are happy to help you set up your own squeeze page.)

 

 

 

A second methodology which is extremely effective for younger audiences (not so much for audiences over 50) is the text capture methodology.flaws call loop logo

Check out companies like Call Loop. They offer the ability for your customers to text a “key word” and receive instant downloads of your music.

Now you have their phone number.

 

Text messages have a 99% open rate.iphones

 

Whoa.

So imagine you’re playing a live show and you own the crowd. From the stage you instruct everyone to “Raise their phones in the air for a FREE track!” and just like that you get 50 phone numbers.

 

Did you rock the house?

 

Did you leave your audience wanting more?

 

Does your show feel like an event?

 

Would they LOVE a text from you 1 week before your next show?Flaws no fatal flaws

 

I’ll bet they would.

 

As an independent artist, you can avoid fatal flaws.

 

Stay In Tune.

 

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Worth You're Worth it Pad paper

Have you ever met someone and been a little jealous or coveting of their art?  The truth is you are probably envious of their ability to “tap in” to themselves in a manner that you haven’t discovered yet.  They seem to control an instinctive ability to create at a higher level than you at that moment, which makes their art seem more valuable in some way; like it’s worth more.Worth jealous of stupid thinks

I assure you they are not superior to you and “level of  talent” has very little to do with their success.

They don’t possess some unique exceptional magical gift for creation. They have just worked more than you have at that particular moment; that’s what is upsetting.

They’re farther along in their artistic journey than you right now.

Trust me, you are no different than them. We’re all human beings.

Worth Vulnerable

 

They’re presently more vulnerable than you. At least they’re vulnerable enough artistically, to really feel, and therefore act, as if no matter what the outcome the journey was worth it.

 

This mindset creates the artistic courage we all find so intriguing, important, and attractive.

 

 

The good news is that you can learn to access that creative space too.

It’s not magic, man.

 

It’s a methodology, a work ethic, a process if you will.

It’s an internal articulation of what your short time on this Earth is supposed to be about coupled with enough crazy curiosity and pioneering passion to plow through, and ultimately survive, the initial learning curve.Worth Learning Curve

Every learning curve comes with humiliating self-conscious trauma (fear).

How do you deal with this inevitable misery?

Is it debilitating to you or is it an annoying speed bump on your journey?

John Lennon and Paul McCartney admittedly sucked at writing songs for “the first 50 or so” and then found their artistic groove together.

That happened after at LEAST 50 crappy songs.

How many have you written?

Worth Beatles Hamburg

 

Another Beatles fact is they embarked on many residencies in Hamburg, Germany at several clubs where they played 7 days a week, 8 hours a night.

 

I don’t care who you are, when you play that much you get better.

You get better at being musicians.Worth Get Better image

Your live show gets better.

You become professional.

You become a student of the game.

 

 

My version of Hamburg was club tours.  I did it for 7 years of my life. I can tell you a magical “swagger” happens with any act after they string 20 shows back to back.

We see it here in Nashville in the lower Broadway honkytonks.  We have seen many artists transform into consummate professionals in that grind.

Worth Lower Broadway Nashville

 

We literally have told artists who are about to experience their first month long tour that their lives are going to change forever. When they return from that tour they actually walk differently, carry themselves differently, and behave differently.

 

It really is a transformation.

 

They have earned the right to call themselves professionals.

Many of you are making excuses to yourselves right now as to why you can’t do it.

I got news for you, you’re right!

Worth whether you think you can or you can't you're right

 

Many of you reading this are getting PUMPED UP and motivated to find a way to win because you believe you can do it.

I got news for y’all too, you’re right!

 

Yes it’s a grind.

A necessary adventure in my opinion, because after going through something like that you really earn your perspective.

Most artists, and I really mean MOST artists don’t and won’t work that hard or that much on their careers. They are crippled with the conflict between life-pragmatism, hater’s voices, an understandable need for ROI (Return On Investment initially involving their time and then their money), and their ultimate dream to be a professional artist.

 

If the labor is worth the effort you will naturally work harder simply to satisfy an internal sense of wonder, excitement, or curiosity.Worth You are good enough believe it

Here’s the key, the work is only worth the effort if you believe that you’re worth it.

 

Ouch.

 

That one stings a little, huh?

 

Worth Henry Ford Too Many Men are afraid

Henry Ford had an 8th grade education and went bankrupt multiple times, so what?

 

Abraham Lincoln went bankrupt, so what?

 

Walt Disney went bankrupt too, so what?

 

 They believed their mission was worth all the suffering they had to endure along the journey.

 

 

Don Quixote believed in his heart and soul that the windmills were enemies.  He also truly believed, as crazy as it sounds, that HE was the man worthy enough to defeat them.

 file5781284464647

Artistic curiosity coupled with a consistent work ethic creates an atmosphere where artists discover themselves.

The reality is all your favorite artists were not born into this world being amazing artists.

Some of them had an incredible artistic talent, some of them had very mediocre talent. Some of you are thinking there are popular artists that have no talent; to which I say, “All the greater accomplishment”.

ALL of your favorite artists had to work hard at their art to become artists.

 

They sought and found help because they felt they were worth it.

So should you, and you’re worth it.Worth I was Born for this

They had to develop their lyric writing abilities.

So do you, and you’re worth it.

They had to develop their melodic sensibilities.

So do you, and you’re worth it.

They had to develop their vocal control and instrumental prowess.

So do you, and you’re worth it.

They had to develop their live show.Worth it's not easy but its worth it

So do you, and you’re worth it.

They had to develop their business acumen.

So do you, and you’re worth it.

 

So who’s helping you?Worth Mentor Wanted

Worth Whose Helping you

Stay In Tune.

 

 

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Consistency is KEY Feature 2

Consistency GB Packers Logo

If you read our blog enough you know that Kelly and I are huge Green Bay Packer fans.  Fanatical is probably a more accurate statement.  Nothing makes us happier than watching the Packers win over a cocktail and a block of cheese the size of a car battery.  As you can imagine, it’s taken a few days for me to process the NFC Championship game. Consistency killed us, or a lack there of. Consistency Rodgers

If you hate sports stay with me.

 

We beat ourselves.

 

Whoa! Think about that one!

We carefully orchestrated our championship loss starting in the first half. Five drives all scoring drives but only one touchdown equals 19 points.  It wasn’t enough to ensure victory in a professional championship game.

 

We executed but we simply didn’t execute well enough.

There was the Seattle touchdown, where our 15th ranked defense let one through after playing a surprisingly stellar effort up to that point.

Consistency Russel

 

Then the Seattle 2 point conversion which negated the fact that Aaron Rodgers can finish you with just 1:30 seconds left in the game.  He marched down the field and we settled for 3 more points on the board to tie the game instead of winning the game.

 

We would have won the game with a touchdown or a defensive thwarting of the Seattle 2 point play.

 

Those three points wouldn’t have mattered if we scored just one more touchdown out of the 5 scoring drives in the first half.

Those three points wouldn’t have mattered if we scored a touchdown on 40% of the successful drives instead of 20% in first half.

Some people blame Bostick for muffing the onside kick that everyone knew was coming.

Seattle had to execute an onside kick.

Statistically the circumstances that led to the Packer loss were astronomical.

ALL the planets had to align for Seattle and they did.

We shouldn’t have ever been there, btw; in overtime.

One more touchdown out of 5 scoring drives and this whole argument becomes mute.

One defensive play stopping the 2 point conversion and the argument becomes mute.planet3

We should’ve never been in overtime to lose the coin toss.

Many people disagree with my viewpoint on sudden death to end a football game.

I believe in sudden death.

Consistency Sudden DeathWho cares about the coin toss or one more chance for either team?

 

Bottom line, sudden death means the professionals on both sides DIDN’T GET THEIR JOB DONE.

The fact is WE aligned those planets that resulted in Seattle’s good fortune.

It was the absence of consistency on Green Bay’s offense (an offense that has scored over 50 points in back to back games which is astounding in professional football) that set the stage for the heartbreaking loss.

We beat ourselves.Consistency Derek Jeter Quote

No one else to blame.

You see, happiness and success in your romantic relationships, your family life, and your career are defined by consistency.

Your life is dictated by what you do on a consistent basis every single day.

It’s not accurate to say a single event, no matter how positively exhilarating or how tragic has any significant weight on your actual success.

As humans we tend to put far too much stock into single events.

Consistency Henry Rollins Quote

 

Think about it.

 

We beat ourselves.

 

A single positive event can definitely be a game changer in any career, but only if it’s supported by a solid foundation of consistent preparation.

Luck = preparation + opportunity.

Michael Jordan was a God among men in professional basketball but he needed the rest of the Chicago Bulls to win. Consistency Michael Jordan

He couldn’t do it himself.

Jordan was also demoted to the JV team sophomore year in high school, so he wasn’t born pissing excellence.  Yes, he had tremendous talent but he also outworked everybody else.

I’ll bet he learned that fact during that fateful sophomore year where he DOMINATED the jayvee team.

Too many people believe that a “lucky break” should be the instigator for a consistent work ethic.

consistency is a habit Aristotle

 

“If I could get this, then I would do that”  Ugh.

 

Let me save you the suspense. Without consistency, you aren’t prepared at the point you get the lucky break.

 

This results in failure.

 

I’ll bet if you honestly dissect the events leading up to any previous failed opportunity, you will discover that you weren’t prepared.

 

Hey man, that’s fixable.

 

Too many people let a tragedy derail their whole life or career. A tragedy is but a drop in a sea of hard work.Consistency No one can make you feel inferior

Yes, it’s devastating, but the courageous move on because they have to and the work sees them through.

Don’t give anyone or anything permission to make you feel bad or ruin you.

A person or event can only wreck you with your permission.

Just work.

I mean, you love the work, right?

Do you know how many people waste their lives away in a job they hate?

Remember that next time you’re feeling sorry for yourself.

I have seen very mediocre talent become superstars because they out work everyone.

They want it more.

I have seen artists literally born with a golden gift from God piss away COUNTLESS enviable opportunities because they won’t work.

Consistency is bettter than rare moments of greatness

 

The takeaway from those two previous statements is consistency.

 

Whether you are mediocre or you have a God given gift, success only happens with consistent work.

How can you be more consistent?

 

 

Stay in tune.

Consistency No One Beat us

Consistency Lombardi Quote

Consistency Trust yourself

 

 

 

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Treasure Maps feature image 6

The mythical treasure maps you see in the movies are like unicorns, they don’t exist. You have to make your OWN treasure map if you want to be successful.CSC_0010

 

This was the first thought that entered my head when I read some of the comments that were posted an old article I wrote entitled “How To Avoid Artistically Starving To Death” that was circulated by Music Clout again last week.

Artistically Starving To Death

 

As per the usual, I get plenty of anonymous positive and negative comments.  I was thinking about some of these negative comments not because they hurt my feelings, (let’s be real, I’m thrilled they’re even taking the time to respond), it was because people are still totally missing the boat.

 

FYI, in this article I explained the difference between marketing and digital distribution which seems to be commonly confused amongst artists.

If you don’t truly understand the difference it would make your sales and marketing efforts as productive as screen doors on a submarine.

 

_ICT9164_-2_-3_tonemapped

Most of the negative comments hovered around the fact that I didn’t explain HOW to market in 1,200 or so words.  Ugh, impossible.

So I AM going to try and share some of the marketing initiatives we have executed and will execute in future posts to give y’all some “HOW” with details.

But for now, let’s really explore the notion of marketing first.

The beginning of “how to market” lies in the concept. Isn’t it better to know what we’re looking for before we can effectively search for any answers?

Marketing is WHY consumers buy and distribution is WHERE they buy.

Don’t get them confused.

Why do you go to any retail store? Is it because you’re dying to spend money on the first thing you see that inspires you or is it because you already knew what you wanted and went there to get it?

Get it?

First you need to focus on a specific artistic lane. Whether you like it or not, whether you want to believe it or not, nobody buys records that contain multiple genre tracks; it’s confusing to the marketplace.

Consumers actually get hostile.Treasure Maps Foreigner

FACT: When the amazing rock band Foreigner released “I Want to Know What Love Is” it was a HUGE Pop hit.  It was their biggest hit.  It also marked the END of the band because consumers showed up to concerts expecting to see a sappy pop act and got gritty rock & roll instead.  They were pissed off because they felt misled.

There are always exceptions to the rule but your favorite artists have always put out records that contain tracks that are genre specific FOR A REASON.

Why question it?

 

The second step requires exposure of the music.

Targeted exposure is absolutely paramount.  Think about this way, if you made the world’s BEST hamburgers would you sell any in a vegan community?

 

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While the misstep may be naïve it’s also borderline self-sabotage.  Even if sabotage is unintended, the damage is the same. Remember that.

A good exercise on market targeting is to ask yourself, “What famous artist’s fan base would probably love your music too?”

In other words, ask yourself (from a business perspective not an artistic perspective) what artist would my business benefit from the most if I opened up for them on tour?

 

As many of you know, I was the front man for a hair band back in the day.  I LOVED Metallica and Megadeth but opening for either one of those acts wasn’t going to help me build my fan base at all. This thought process, is show business, not show heart, friends, or idols.

Make sense?

 

Next, the exposure has to be “framed” or “served up” correctly to this targeted audience.

There is a difference between marketing and pandering. I constantly see tweets that say “TY 4 following, check out my music” or “REAL TALK MAN, dis artist is da BOMB”, with a link; this is pandering and hype.  These two strategies actually turn people off on social media and email marketing. The worst is “Discover this artist on iTunes” where it has to be purchased.  Why would anyone “check out” your music or purchase your music if they don’t know who you are?  Especially in today’s market where EVERYONE is on iTunes, Pandora, Spotify, etc.

Do you respond to these kinds of pitches?Treasure Maps Turn Ons and Turn Offs

What turns YOU off on social media?

 

Consider what emails, tweets, Facebook posts, YouTube videos, and Instagram posts turn you on and peak your curiosity?

Which ones turn you OFF?

Make a list.

 

Why would you ask someone to “discover” your music and make them pay for it?

Do consumers pay for radio?

Do consumers pay to see new artists on TV?

Have YOU ever purchased music BEFORE you heard it?

 

file0001629116220

Tons of artists are discouraged by the fact that everyone can and DOES put their “art” up on the world’s refrigerator.  Listen, this is not an ideal situation but it is winnable if you think about marketing from a business perspective and leave your sensitive woundable artist heart out of the equation.

The good news is that anyone can expose their music to everyone online. So with regards to the market, the proverbial “sky is the limit”

The bad news is that anyone can expose their music to everyone online; which results in a ton of noise on the RADAR screen. Focused attention needs to be paid to how you disseminate your information to excel at this game.

 

If a man named Bob, whom you do not know, randomly introduces himself to you the street, you might be polite but your guard is definitely up no matter how nice Bob may be.  It’s a cold call essentially.  This strategy for meeting people can work but is statistically a loser with regards to creating relationships.

How would that random encounter make you feel?Treasure Maps Referral Magnifying glass

Isn’t that why many of us feel a little weird about introducing ourselves to people?  Don’t you think it’s because we feel more comfortable being introduced by someone else?

Why should you introduce your music to someone any differently?

 

If Bob was introduced to you for the first time by a trusted friend at a party, you are definitely more open to the thought of Bob, aren’t you?

Treasure Maps CREEPYIt’s almost like with the cold introduction you half expect Bob to misbehave and you would be surprised if Bob turned out to be cool.  When the same person is referred by someone you know in a comfortable environment, the opposite is usually true; you expect Bob to be cool and would be surprised if Bob turned out to be offensive.

 

 

Here’s where you have to get creative in the market.

 

What clever methods would allow you to present your music to a consumer online in a referral fashion?

 

How can you create a comfortable environment for consumers to really give your music a chance instead of being on edge?

If this article still pisses you off you simply aren’t ready.

Treasure Maps Teacher

 

For those that are inspired by this I give you this Buddhist Proverb:

When the student is ready, the teacher will appear.

 

 

 

Lastly, I wanted to mention that all these new music marketing concepts are inexpensive if they aren’t free.  The thought that you have to spend millions of dollars to market yourself is asinine and archaic.

This is the first time in the history of marketing where artists have so much access to targeted markets for little or no money.Treasure Maps Earl Dibbles Jr

 

Study Earl Dibbles Jr who is a completely independent artist making 7 figures every year via social media (the CBS gig came AFTER the social media explosion).

 

It can be done people.

 

It is being done people.

You can do it too.

 

Once you get the concept of what you need to be doing I have one word for you.

Treasure Maps GoogleGOOGLE.

 

Find your teachers

 

These are a few of the marketing teachers I follow.  This is how you create your own treasure map.  All treasure maps are different for each artist so the only way up is THROUGH.

 

You have to discover what works for YOU.

 

I recommend following/subscribing to all these people, most are free, some are not.

Let me save you the suspense, ALL of them have products to sell and so do you, so get over it.

Start a new folder in your email for each and just save them as they come in to keep from getting overwhelmed.  It’s a TON of free information with the ANSWERS you’re looking for.  Read them when you have insomnia, or when you’re motivated, or when you’re bored, etc. but READ THEM…or you can continue to complain.

Jeff Bullas – http://www.jeffbullas.com/Treasure Maps Jeff Bullas

Sales Lion – http://www.thesaleslion.com/

Lewis Howes – http://lewishowes.com/

Jon Loomer – http://www.jonloomer.com/

Jon Oszajca – http://www.musicmarketingmanifesto.com/manifesto-novid.html?hop=jj1981

 

 

Stay in Tune

 

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

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I was reviewing the overwhelming responses to the “Best Of 2014” email we sent out (Thank you all again for those!) and the email signature of one response caught my eye. The signature had this quote from C.S. Lewis, “It’s hard to see things if you don’t know what they look like”

I don’t know why but I fixated on it.

Read it again…”It’s hard to see things if you don’t know what they look like”How Can You see FEAR

 

My immediate interpretation of that quote was that it articulates fear.

Artists that come or operate from a place of fear are weakened by the anxiety of the unknown.

The unknown becomes something real to them in their head, something frightening, alarming, or just plain unattractive.

They think they know what they are dreaming up is supposed to look like but without the work to actually see how the inspiration manifests itself, the reality is they don’t know what it looks like.

 

They stop working or pass on an opportunity simply because of a flawed thought process.

 

The good news is that’s fixable.

Just do the work.

How can you see do the work image

 

Here’s a real life example.  Kelly and I were developing a very young artist a few years back.  He is a very gifted, very special guitar player.  He has been touring since he turned 19 and continues to make a living doing what he loves (and was clearly born) to do.

When he came to Nashville at 17 years old, he was operating from a place of fear in many aspects of his life yet he still had the balls to move at such a young age; the dichotomy!

 

You see he’s a rocker/blues guitarist at heart.

His fear manifested itself in quite a few disruptive behaviors that hindered his career as an artist and professional musician.

 

DSC05491-BTo his credit, he has worked and continues to work diligently to further his livelihood and explore more fearless, creative, and fulfilling methods of thinking.

Kelly and I had dreamt up a few different ideas that would spotlight his talent creatively and in the marketplace albeit residing on the fringe of the country music market.

 

That’s a pretty damn diverse market these days.

We promised the artist (like we do ALL of our artists) we would never put him somewhere where he doesn’t belong or doesn’t want to be.

We promised the artist that if he put in the work, we recorded something, and he hated it, we wouldn’t care. Kelly and I knew it would be a stepping stone to discovering the artistic lane.

 

We thought we could do a rock record very cleverly arranged that could end up being spun on country music radio (which makes sense on a business level because it’s the biggest “store front” at the moment).  Remember, whether you like them or hate them, Florida Georgia Line changed country radio forever.

Country radio changed for them instead of them changing for country radio.

 

We felt we could do the same with this artist by making radio change for his lane.

He was DEATHLY afraid that we were going to try to put a cowboy hat on his head, cowboy boots on his feet, and a hayseed in this teeth.

 

file5131257711140

Kelly and I desperately tried to reason with him. Of course, we didn’t care how he dressed.

I told him, “Close your eyes and picture yourself listening down to all the mixes on your record.  It’s everything you wanted to do. You are proud of this record!  Can you picture that?”

“Yes” he responded.

“Now then, why do you care where I sell it?”

I thought that one would “corner him with logic” but alas, it didn’t.

 

We asked him, what do you want to do?

 

He didn’t know what he wanted to, instead he constantly focused on what he thought he didn’t want to do based on what he saw in his imagination.

 

There was no recording.

 

This infuriated me because we never did ANY work and he had the ultimate artistic hall pass, we agreed to scrap anything and everything he didn’t like after we recorded it.

He was afraid to explore.PUMPKIN PATCH 085

He was afraid to “play in our sandbox”.

He couldn’t see it because he didn’t know what it looked like.

If you really dig down you can never know what an original artistic creation will look like in advance.

 

Knowing exactly what it looks like is a euphemism for “DERIVATIVE”

Originality requires courage.

Courage is action in the face of fear.

How can you see Courage image

 

Earlier this year, this artist called me after he heard The Cadillac Three’s “Party Like You” and said, “I get it now.  I get what you and Kelly were trying to do”.

 

It’s a badass rock record getting spins on country radio, but I digress.

 

 

The second interpretation of the quote “It’s hard to see things when you don’t know what they look like” was self-forgiveness.

how can you see forgive yourself

Let me save you the suspense, when artists courageously go forward with their art they will make mistakes.

 

Good decisions come from experience. Experience comes from making bad decisions.how can you see good decisions image

 

Here’s an example:  My first tour was a financial failure because I allowed the booking agent to walk all over me.  The rest of my touring life as an artist was a financial success because I knew what it was supposed to look like after having screwed it up.

 

Here’s another example:  from the time I was 16-20 years old I secretly adored this girl that worked at the Lake Geneva record store.  I would buy records I had no business buying because I wanted an excuse to speak with her.

how can you see relationship meme

 

She was gorgeous. Everything I thought I wanted in a woman. During my first tour (yes, the financially unsuccessful one) I found out she was everything I didn’t want in a woman.

It’s hard to see things when you don’t know what they look like so if you got burned, man, then LET IT GO.

 

Now that you know what it looks like you can see it clearly.

There is no shame in making a mistake with something you couldn’t see because you didn’t know what it looked like.How can you see Let It Go image

The shame is making the same mistake twice when you do recognize it.

I wish us all a GREAT 2015 y’all!

 

Stay in tune.

 

How can you see speak no evil

How can you see what would you do quote

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Charlie Sanborn bass

There are 2 kinds of good bass players in this world. The first is the kind that amazes you with their musicianship and ability when they play.

Their pocket is deep.Charlie Sanborn Bass Live 5

It’s like they reach down in between their legs and ease the seat back so far they’re navigating from the third row seat, man.

You don’t hear the rhythm section so much as you FEEL it.

You experience the sensation of low-end exploding just after the kick drum compresses your chest cavity and it can take your breath away when it’s done right.

The second kind of bass player does exactly what the first does, but also looks so freaking cool when they do it they actually make you want to be a bass player. They make bass players look cooler than most front-men; you are just captivated watching them perform.

Meet Charlie Sanborn.

Charlie Sanborn Bass Live 3

 

Charlie is the second kind of bass player.

 

I mean just look at how badass he looks when he assumes the position with his instrument.

 

 

Charlie is a true inspiration and one of my favorite people on this planet.

 

He is the consummate “Student of the game”, as it were, when it comes to the business of music.

His passion for playing, performing, and consistent improvement has elevated Charlie to the status of a sought after musician. He constantly tours making a living at what he loves to do.

He’s the guy that will fervently dissect an arrangement like Bob Daisley’s bass track on Ozzy Osbourne’s “Crazy Train” gently divulging the double note that every bass player misses on that famous walk down because they really didn’t listen. I mean “gently” in the sense that he is empathetic towards his audience as if they would happen to be a bass player that, in fact, missed that note.

You wouldn’t feel like a moron after getting the memo from Charlie because there is no hidden agenda.  He just loves to talk about, create, and play music.

He wants to be better.Charlie Sanborn Bass Genuine

He wants you to be better, too.

That’s all that comes across.

He’s unaffected, unpretentious, and genuine.

If you know me you can tell I’m leading up to something here, so stay with me.  It’s going to knock you right upside your head, and I promise we all need this.

Charlie has one of those super attractive personalities.  He’s smart, funny, interested, interesting, warm, inspiring, enthusiastic, and personable.

Have you ever met someone that you just LOVE talking to and you don’t really know why?

Charlie Sanborn Bass Rocks 2That’s Charlie, your world is a better place when he’s in it.

It’s like he never has a down day even though we all do, and I’m sure he must.

He never shows it.

I don’t think he has a negative bone in his body.

Kelly and Charlie played on a “one-off” gig up in St. Louis last year for a country artist we produce and I decided to ride along.  St. Louis is a 6-hour ride from Nashville.  The tour bus deal went logistically sideways at the last minute so the artist rented a couple cars for the band to ride up in.

While I’ve known him for years, I got to know Charlie much better on this trip.  Of course, he insisted on driving up and back to Nashville.  I sat shotgun and we had some spirited conversations about the new music business.

About what that means to up & coming artists and musicians.

About what it means to legacy artists.

Kelly and I were deep into developing the marketing division of Daredevil Production during this trip and we were discussing how appropriate marketing strategies could optimize TV exposure for an artist.Charlie Sanborn Bass Bus

Charlie went on to explain an idea he had for a TV show that would fill the vacuum of a tastemaker position and essentially take the MTV “Total Request Live” idea to a whole new level.  He intelligently broke down TRL and made an argument as to how that show was leaving money on the table. Then, of course, he further expounded on his idea to improve it.

I was entranced by his idea and I told him so.

The next day he sent me a business plan.

Charlie doesn’t mess around.

Charlie Sanborn Bass and Giraffe

 

 

So just like you and I Charlie has his struggles.  He didn’t just pop out of the womb with a bass guitar in his hand and hit the road (although you’d never know it).

 

He had to earn his positions through hard work, perseverance, dedication, and relationship building.

 

Something we all need to focus on, right?

 

 

 

Here’s the deal.

 

It’s a miracle Charlie’s alive.

 

His body is constantly failing him.

Charlie Sanborn Bass Vanderbilt By The River

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Over the years he has had multiple organ transplants including kidneys and his pancreas.

 

It’s not uncommon for something to fail in his body and he’ll spend long 4-8 month stretches at Vanderbilt Hospital attached to machines while he waits for a new organ.

One day you’ll be playing with him and the next he’ll disappear for 6 months.

 

Charlie Sanborn Bass HumorHe always posts a selfie on Facebook from the hospital with a quick blurb of his latest health challenge.

Always with a smile so you know where he is. It’s usually humorous.

I guess so you know he’s alive too.

I try to text him with support.

He is always appreciative.

I spoke with him about his health.  He told me on the good days he feels “ok”.

On the bad days he feels sick and exhausted.

You could NEVER TELL, man, because he consistently keeps the same, positive demeanor.

Then he reappears at a local gig or backstage on a tour and it’s like nothing ever happened.

Here’s the latest selfie Charlie just posted.

Charlie Sanborn Bass Hospital

After all the constant battling he’s already endured, they’re amputating both of his feet today.

He’ll be back, I’m confident of that.

I feel like a tool because yesterday morning I had the audacity to complain about my day.

You see, my tire blew out on the interstate which caused a 2 hour detour of my daily activities which was incredibly inconvenient.  I couldn’t get a new tire because the stores were closed on Sunday.  Sunday afternoon the Packers lost and I was pissed at their performance.  I was upset that they probably threw away home field advantage throughout the playoffs with that loss.

Then, predictably, I had to spend money to rectify the situation today, which is Monday.

I’m an idiot.

How insignificant, huh?

My eyes at this moment are welling up with tears. Not from sadness, pity, empathy, or guilt…like they maybe should be.

They are welling up because I am overwhelmed with inspiration, hope, and gratitude for being blessed to know Charlie Sanborn.

I’m convinced he’s a living angel sent to me for the purposes of perspective.

Charlie has had to overcome all the hurdles and obstacles that every one of us must tolerate to become successful at our dream, which is enough to eradicate most people.

Charlie’s done all this on top of these incredible health issues.

Health issues that mean the dice are constantly tumbling as to whether he’ll be with us or not.

You’ll get no excuses from Charlie. Only well thought out business plans with innovative ideas on how to handle the challenges.

He never gives up.

Charlie Sanborn Bass Problems

 

 

I’m sure it’s how he thinks that gets him up every morning, it has to be.

 

 

I don’t have any problems.

Not any that I can’t overcome with a good attitude and hard work.

 

What problems do you have right this minute?Charlie Sanborn Bass Stop Complaining

Whatever you think they are, these problems are only as big as you allow them to be.

I’m writing this to pay forward the inspiration I received from Charlie Sanborn.

Salute Charlie!

I can’t wait to see what you come up with now.

If you want to send Charlie Sanborn some thoughts, inspiration, or spiritual support please do so, even though you don’t know him from a can of paint.

 

You can follow him on Twitter @charliesanborn

 

Stay in tune.

 

Like Charlie does.

 

 

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

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Quality vs Quantity Feature image

All too often I see artists overcome the common hurdle of funding their recording budget only to fail miserably at project management. They’re engrossed with recording a full length CD so they focus on how to achieve that goal within their budget parameters.  They choose quantity over quality.Quality vs Quantity Scale image

Professionally this is a poor choice.

What’s your intent?

Do you want to be received as a professional artist or do you want to record a vanity project?

If you intend to sell your project you need to accept the fact that you are competing with all your favorite artists, the ones who inspired you.

Quality stand out in a crowdIt has to be GREAT or you will not stick out of the crowd.

Your mother and your friends will understand how and why your project sounds amateur.

Consumers won’t care.

If the songs don’t blow them away and the record doesn’t sonically sound amazing they won’t buy it.

If consumers don’t buy it that obviously means that they are not listening to it.Quality no buy image

If they’re not listening to the music that means you have a vanity project.

Vanity means it’s just for you, your friends, and your family.

Which is totally fine.

Unless your dream was to make a living making music.

This requires commerce.

 

 

Quality Steve Jobs quote

 

It’s confusing to me to hear artists wax on about how they want to record albums like their heroes did, back when they “made the records they wanted to make”.  However, the artists they speak of were on major labels with incredible infrastructure in all aspects of the record making process.

 

These heroes wrote world class songs (often with hit songwriters).

They worked with world class musicians (often not the same musicians in the band)

They worked with professional engineers, and producers.

Then they recorded in world class studio facilities.

So they “made the records they wanted to make” with a quality-tested team of professionals who earn a living every day making records (which is a vastly different skill set than recording music)

Quality Professionalism Consistency of quality

 

Don’t you think this is an important fact to consider?

 

I mean this is your dream, right?

 

These are your babies, aren’t they?

 

If you want your project to be competitive you will not be able to accomplish this in a home studio all by yourself.

Your undying admiration for music and a Pro-Tools rig is nowhere near enough, you’re going to need experience.

The good news is that it is easier and less expensive than ever before to access quality professionals and create your epic masterpiece.

A little consideration towards project management can go a LONG way to making the dent you need to attract major attention in this business.

 

Attention from consumers.

 

Attention from the industry.

 

Quality over Quantity

Quality Universe quoteI constantly see artists screw up their projects from the get-go. They feel they HAVE to record a full length CD because that’s always been their “dream”.

Was the dream really to record 10 songs, or was the dream to be a professional artist who finds an audience and makes a living selling their music to their fan base?

The problem is a smaller budget won’t allow for quality AND quantity so they erroneously choose quantity and go “shopping” for a place that will take their limited finances and deliver a 10 song CD.

 

I promise, if you are looking for a studio that will charge $250/song or $25/song YOU WILL FIND IT.  Your tracks will suffer greatly but you will indeed have a 10 song CD.

 

Did you win or lose?

 

What if you focused on quality instead of quantity?

CASE STUDY: We were approached by an amazing Canadian singer/songwriter named Tanya Marie Harris.  It was time for her to record her next project.  I remember her saying, “Johnny, for what you and Kelly are charging me for 2 songs, I could record a whole CD up here in Toronto.” I remember preparing my usual response of “Well, we aren’t your guys then” when she followed up with “but it would be mediocre and I need something awesome. This is my last shot and I want these tracks to blow people away.”Quality Tanya Marie Harris

We did exactly that.

Tanya recorded 2 songs and is currently building a real career on the strength of those tracks.  She recorded “A Woman Scorned” and “Secondhand Dreams” which currently has almost 2 million YouTube views and is getting more spins on radio every day.

Tanya is touring constantly.

Tanya signed a deal with a Nashville management company.

She made a dent.

Quality make a dent in the Universe

 

Professional recordings mean that you’re a professional.

 

How nice would it be to hand someone your recordings WITHOUT a disclaimer?

 

 

 

 

To quote Steve Jobs, “Quality is better than quantity.  One home run is better than 2 doubles”

FYI, he put his money where his mouth is. Steve Jobs and Steve Wozniak built their very first run of Apple computers out of Wozniak’s garage.  They had a limited budget and chose to manufacture 50 quality computers over a quantity of 500 of a lesser quality. The rest is history.

 

What are you after, home runs or doubles?

 

Find a quality team.

 

Stay in tune.

 

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

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Prove Your Worth

We are constantly hearing comments from up and coming indie artists like “I just need to get my deal [and then I’ll be successful]” or “If I could just get in front of the right person, I know I could be successful.” I got news for you, the record business doesn’t work like that anymore. These days it’s simply not enough to have talent, you have to PROVE that you’re worth it.

You have to PROVE that your art has value in the marketplace.Prove Show you are valuable small

 

In other words you have to create success for yourself before anyone of value or power will believe that you can generate revenue for them.

Do you see the naïveté in those comments?

You cannot intelligently approach this dream of yours thinking that someone else is going to make you a star.

Record labels are no longer developing artists, they are now buying small business and turning them into big businesses.

Prove Daredevil Production

The Daredevil Production, LLC business model is built around this fact. Kelly and I develop artists artistically and in the marketplace to help them become small profitable businesses so they will be more attractive to the big money players.

You can’t build your business model around a 20 year old music business model.  Yes, there are exceptions to the rule.

  • What intelligent business model is built around exceptions to the rule (A.K.A. winning the lottery)?
  • If you did win you would actually lose because your deal would suck so bad you might end up being a broke country star.

Prove National LotteryFYI, there were plenty of broke rock stars in the 80’s and it wasn’t because they were bad with money, it’s because they were rock stars making $400/week.

 

Pretty sad, huh?

 

Do you want your deal to look like this?

 

 

 

I got more news for you, even in the heyday of the record business, the “easiest” record deals came to the derivative acts.  The acts that were signed simply because the labels saw some quick money to be made with an artist that could capture a little Prove Iconicmarket overflow from a lane forged by an iconic trailblazer.

 

The game-changers, the icons we know today HAD TO PROVE THEIR VALUE IN THE MARKETPLACE because they were so different.

The story hasn’t changed much.

This statement is relative to every decade in the music business.Prove High Risk

No one wants to sign something that is different from what is happening right now on terrestrial radio because it’s too risky.

How do they know if the market will like it?

If a genre or artistic lane is getting a lot of love on terrestrial radio (like “bro-country” for instance) there is proof that the style is popular in the marketplace and therefore money to be made.

If you are different or new, in any decade, YOU would need to provide evidence that even though terrestrial radio is currently not playing your style, your music has VALUE in the marketplace.

 

Prove DIY

You are going to have to do this yourself.

 

 

 

 

Here are 20 artists who had to prove their music had value to get their record deals.

 

  1. Mötley Crüe – Nobody wanted to sign Mötley Crüe. They were too weird.  They created their own record label Prove Motley Crue Too Fast For LoveLeathür Records and self-released Too Fast for Love.  Mötley’s local popularity was so huge in 1981 that they sold 40,000 copies in Los Angeles alone.  FYI the wiki link says 20k but I’m pretty sure my sources are more accurate. ;)  These sales led to an Elektra Records deal in late 1982 where they remixed the Crüe’s debut record and re-released it. Mötley Crüe incarnated the glam-metal-hair-band genre of the 80’s.  Thank you fellas!
  2. Ratt – Since 1976 many self-financed singles, records, and live show recordings were being distributed to galvanize Ratt’s (previously Mickey Ratt) LA club following. This led to a Prove Ratt Out of the Cellarmeager indie record deal where they released the Ratt EP in 1983.  After 20,000 units sold that was enough to convince Atlantic Records that they had value. Atlantic released their debut full length record entitled Out of the Cellar in 1984.
  3. Bon Jovi – Jon worked at a shoe store while mopping floors at The Power Station Studios in NYC where he was granted access to the storied recording facility after hours. When did he sleep?  He recorded 50 + demos of Prove Jon Bon Jovi“Runaway”(one was produced by Billy Squier) and shopped them to the labels.  Nobody cared. At the time, Jon was also WORKING for WAPP “The Apple” writing and singing jingles.  DJ Chip Hobart asked Jon to include “Runaway” on a compilation record for the station (a move Jon was very apprehensive about) and that single became a huge “local” hit.  Local was NYC which was the #1 market in the country and that was enough proof to entice A&R rep Derek Shulman to sign Jon to Mercury Records.
  4. Skid Row – The first Skid Row record was written by Jon Bon Jovi, Richie Sambora, and Prove Skid RowJack Ponti. Skid Row band members Dave Sabo and Rachel Bolan were listed as writers for the purposes of street cred which was mission critical to hair metal bands of the 80’s. This record was entirely created and funded by Jon Bon Jovi after the Slippery When Wet album tour was finished. He had proven his skills had value in the marketplace. Even with all that power behind him (Bon Jovi was probably one of the top 3 acts in the country at that time), and the record completed, Jason Flom from Atlantic Records wouldn’t give Skid Row a deal until Bon Jovi agreed in writing to allow Skid Row to open every date on the upcoming New Jersey World Tour.  After that contract was signed guaranteeing massive exposure for the band, Flom gave them a $1,000,000 cash advance.
  5. Florida Georgia Line – FGL was developed by one of the most powerful and successful Nashville songwriters, Craig Wiseman. They were produced by multi-platinum engineer/producer Joey Moi.  All this power and marquis Prove FGL Cruisevalue and every label still said “NO”; they were too different.  They STILL had to prove they had value.  They exercised a relationship on satellite radio where “Cruise” became a smash hit.  Then they orchestrated an 8 month tour to support the single (privately financed) where they succeeded in selling 100,000 downloads of the single. The record didn’t change, the songs didn’t change, and the production didn’t change. The only thing that changed was the perception.  Every label then said “YES” and they signed with Scott Borchetta’s Republic Nashville label under the Big Machine umbrella.
  6. Zac Brown Band – Zac had been touring over 200 dates a year with an acoustic trio Prove Zac Brownsince 2002. Constantly writing and recording and shopping to record labels. They were “too pop” for all the country labels and “too country” for all the pop labels. While Zac was touring they were selling records, tickets and merch. They managed a small profitable ZBB business for 10 years which was enough proof to garner one of the sweetest deals in town which is really a Joint Venture between Zac’s own Southern Ground (formerly Home Grown) label imprint Prove Luke Bryanand Atlantic Records.
  7. Luke Bryan – reached success as a songwriter to prove his music had value. He penned the title track to Travis Tritt’s 2004 release My Honky Tonk History. Which helped him get a deal with Capitol Records.  Here’s the thing, while he was working on his debut album he managed to co-write Billy Currington’s #1 single “Good Directions” which certainly helped when it came time for the label to allocate promotional funds for Bryan’s debut record.
  8. Brantley Gilbert – Proved his music had value in marketplace by writing hit songs first. Prove Brantley GilbertHe had cuts like “The Best of Me” on Jason Aldean’s 2009 release Wide Open. This resulted in an indie record deal where he released his debut record that included “My Kinda Party” which became a #1 after it was re-recorded by Jason Aldean for his 2010 release of the same name.  Brantley’s 2nd #1 was “Dirt Road Anthem” co-written by country rap artist Colt Ford.  This effort led to Brantley’s deal on Scott Borchetta’s Valory label and insured proper attention to Brantley’s releases once he got his shot.
  9. Chase Rice – He co-wrote one of the biggest hits of the last 5 years “Cruise” by Florida Georgia Line. BIG time proof his music has value.  Now he has a deal and a gold single with “Ready, Set, Roll”.
  10. Sam Hunt – He penned Kenny Chesney’s “Come Over”, Keith Urban’s “Cop Car”, and Billy Currington’s “We Are Tonight” before independently releasing his own single. This led to a major label deal with MCA Nashville and his current #1 single “Leave the Night On”.
  11. Cole Swindell – wrote these songs to prove his music had value. Then he independently released “Chillin’ It” and THEN he got his deal with Warner Bros.Prove Cole Swindell
    1. Craig Campbell’s “Outta My Head”
    2. Luke Bryan’s “Just a Sip”, “Beer in the Headlights”, “Roller Coaster”, “Out Like That”, “I’m Hungover”, “I’m in Love with the Girl”, “Love in a College Town”, “Shore Thing”, “Shake the Sand” and “The Sand I Brought to the Beach”
    3. Thomas Rhett’s “Get Me Some of That”
    4. Scotty McCreery’s “Water Tower Town” and “Carolina Eyes”
    5. He also co-wrote Florida Georgia Line’s “This is How We Roll” with Luke Bryan
  12. Lee Brice – Co-wrote Garth Brooks 2007 single “More Than a Memory” which was the first single in the history of the Billboard Hot Country Songs chart to debut at #1. He also signed his artist deal with Curb Records the same year. Coincidence?
  13. Ani DeFranco – Ani has been independent all along. She started her own label Righteous Babe Records at the age ofProve Ani DeFranco 18. She recorded everything on her own with an 8-track reel to reel and toured her ass off.  She put out 5 records from 1990-1994 before partnering with Koch International to distribute her 6th independent release Not a Pretty Girl.  Who knows how many major label deals she has turned down?
  14. Granger Smith / Earl Dibbles Jr. – These are both the same person. By independently writing, recording, and releasing records Granger Smith has utilized social media to create an empire that generates over $1.5 million dollars per year in revenue. This activity created the college football picks on-air position Earl Dibbles Jr. holds every Saturday with CBS.
  15. Jamey Johnson – He co-wrote the huge Trace Adkins hit “Honky Tonk Badonkadonk” which garnered him a deal with BNA Records in 2005.
  16. Randy Houser – Co-wrote “Honky Tonk Badonkadonk” with Jamey Johnson and Dallas Davidson for Trace Adkins in 2005. That proof of value led to a major label deal in 2008.
  17. Karmin – Proved that her talent had value in the marketplace by posting consistent YouTube videos of cover songs. Prove KarminThe breakthrough was her cover of “Look at Me Now” by Chris Brown, Lil’ Wayne, and Busta Rhymes. That video currently has over 93 million views and led to a record deal and a solid fan base.
  18. Macklemore and Ryan Lewis – Are the first duo in the history of the Billboard Hot 100 chart to have their first 2 singles go to #1, both without the support of a major label. The duo accumulated 613 million views of their video for “Thrift Shop” on YouTube. They currently have over 1.3 million subscribers on their YouTube channel.Prove Macklemore
  19. Noah – Posted a cover that he creatively manipulated to his own artistic lane on YouTube for 77 weeks in a row. He built a steadily growing subscribership until the 77th video which was this version of LMFAO’s “Sexy and I Know It”. This video blew up and went viral.  Around 2 million views he started monetizing it.  Around 6 million views, he implemented a pop-up to direct viewers to his IndieGoGo crowdfunding campaign where he was able to procure $100,000 for his first record.  He now has over 22 million views and a solid career.
  20. Thomas Rhett – is the son of hit singer songwriter Rhett Akins. Prove Thomas RhettStill, it took until he wrote “I Ain’t Ready to Quit” which was cut by Jason Aldean for his My Kinda Party album to prove his music had value in the market place which resulted a major label deal.

 

 

 

All these hit artists had to PROVE that their music was valuable BEFORE they got their deals or continue to prosper independent of major deals.

 

Nobody is going to come to your door and make you a star.

Nobody is going to risk their money on what you plan to do.

Major labels and big private money investors will only invest in your career based on your reputation.

You can only have a reputation based on what you have done, NOT what you are going to do.

Stay in tune.

 

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Promotion rotating promo image

We often hear from artists inquiring about marketing and promotion services for their music project.  They want some guidance on the best way to spend their money.  Today I thought I would share some of the most common mistakes indie artists make for their marketing and promotion budgets.

First, I want to point out that these mistakes are shared equally amongst indie artists with small budgets and indie artists who have investors with big budgets.

It’s mind blowing.

You must be careful to separate the emotion from the event.

You must separate what you think is “cool” i.e. a promotional tactic that serves your ego from strategies that will be far more effective in exposing your artistic effort.Promotion Bang for your Buck n 2

 

 

More bang for your buck.

 

Marketing and Promotion is the act of influencing buying decisions.

 

 

This is where you expose your masterpiece to consumers with the intention of creating a deep enough relationship to inspire them to buy your music.

Promotion should be the largest part of the indie artist budget and yet it is the most overlooked.

The same promotion techniques that made you aware of your #1 most-favorite-album-of-all-time were equally effective in making you aware of your most hated piece of crap from the artist that you can’t believe even got a record deal.

Both of those records created cash flow.Promotion Business Strategy

Think about it.

 

 

By far the #1 promotion mistake I see indie artists make is nonexistent promotion.

  • If you’re doing a crowdfunding project you must add funds into the budget for promotion!
  • Back in the heyday of the record business, labels would spend $250,000 on the recording of an artist’s debut record and $750,000-$2,000,000 in promotion
  • That’s a promotion budget between 75% and 87.5% of the overall funds.
  • How do your recording vs promotion ratios look in your business plan?
  • Do you have a business plan?

The #2 biggest marketing and promotion mistake is spending money on ineffective strategies.

 

Limited Budgets and Radio PromotionIMG_1605Listen, there is nothing cooler that turning on your radio and hearing your song coming through your car speakers.

 

It’s better than sex.

 

While it’s quickly dissipating, terrestrial radio is still, far and away, the most effective way to promote music to a mass audience.

But how much money is required to make it effective?

Radio only works when you have a BIG budget.DSC_5393

The reasoning is the magic number 7.

There is a psychological tipping point where a consumer internalizes a song and their buying decision is influenced.

That number is 7.

It takes an average consumer 7 listens to your song to be compelled to purchase it.

 

 

Here’s the thing, it takes a TON of spins to ensure 7 listens.

You need enough money to ensure that each individual hears your song 7 times which means you need to afford medium to heavy rotation or you have wasted your money.

Let’s not forget that radio promotion is all about relationships as well.  You will need money for a radio tour so you can visit every station.

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Market Size Matters

Sometimes we see artists try to work the whole country at one time.  If you have a decent budget but not a MASSIVE budget then why not focus on a local market?

If the song is good and you can afford solid, steady spins in 1 or 2 markets then your marketing budget is going to be far more effective in a smaller region than the whole country.

More people will be influenced to purchase your music in 1 or 2 markets with heavy spins than in every market with light spins.

And we’re trying to sell our music right?

If you don’t have a radio budget then your money is far more effective with online marketing and socialPromotion Social Media Logos media marketing.

 

Spending money to appear in an online magazine next to a famous artist makes you look famous and important.

Perception is reality.

Now if you add a free download attached to a squeeze page you are growing your customer list.

Spend money building a customer list and monetizing it.

If you don’t know how, then spend money learning how or paying someone to do it for you.

If you spending $20 per month and you don’t know what you’re doing you are wasting your money.

Every artist is unique so what is the best way to focus on your strengths and minimize the weaknesses?  If you don’t know this about yourself then you need to pay someone who does…think of it as an education.

 

Touring and Tour Promotion

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One of the most valuable products you are promoting is your live show.

Spend money wisely on tour promotion.

Spend the budget on infrastructure that will allow you to capture the contact information from everyone that sees you play live. Always be building your fan base FIRST and THEN spend money on getting into new markets.

Trust me, getting your first big tour and going everywhere across the country once is not cost effective. That still stings just thinking about it. Ugh.

Start at home. If you can’t pack your local theater or least a decent sized club then your live show probably sucks.  Spend money finding out what needs to change.

If consumers perceive your show as an event they will come to see it

. darkedinburgh_ghostbus

Once you are packing a venue you are making money.

You have cash flow.

Then dominate a new market and so on.

 

 

Tour Busses Don’t Sell Records

Country artist Sam Hunt released “Leave the Night On” (destined to be #1) in mid-June this year.  This major label artist with major label money Promotion Sam Hunttoured in a van with a trailer from June through mid-October before they could financially justify the cost of leasing a tour bus.

 

 

 

Atco Records recording artist Dream Theater released “Images and Words” in 1992.  They had enough tour support for 6 weeks in a tour bus or 12-14 weeks in a van.  They begrudgingly chose the van at the behest of their tour manager.  The single broke in 10 weeks.  If they chose the bus, they wouldn’t have had the budget to support the single when it broke.

Promotion Dream Theater Images and Words

 

 

 

How are you spending your promotion budget?

 

 

 

 

Spend wisely and stay in tune people.

 

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