Tag Archive for: Steve Jobs

Poverty Think Your Way Out Feature

This is going to piss a lot of artists off, but it really is the truth and I want to make you aware of it; otherwise you simply won’t grow. Poverty is a state of mind. It has very little to do with access to Poverty Old Womanresources or capital. This goes for artistic poverty as well as regular plain old poverty.


The following information on this poverty study came into my awareness as a result of paid coaching I received from Tai Lopez. I paid for this coaching because he had some answers and I was seeking knowledge. All this comes into play in this article. (To be clear, while I WHOLEHEARTEDLY believe in paid coaching, I am not advocating for Tai Lopez, I’m just giving credit where credit is due).

Joseph Stiglitz won a Nobel Prize as an economist and his scientific research confirmed that what actually keeps nations, communities, and individuals poor is not primarily a lack of capital or opportunities (what most people think)

Instead, Stiglitz found that the root is a lack of knowledge, and more specifically a lack of knowledge on how to gain more knowledge.

The inability to learn quickly and efficiently…Poverty Joseph Stiglitz

What his research found was, “What separates developed from less-developed countries is not just a gap in resources but a gap in knowledge.”

Like the Chinese saying goes, “Give a man a fish, feed him for a day. Teach a man to fish, feed him for a lifetime.”

You must learn how to learn.

It’s an art and a skill.

Most people learn too slowly due to their fixed mindset that won’t adapt to feedback analysis because of their simple stubbornness and delusion (wishing the world was like their fantasies instead of having the courage to seek truth). 

Learn how to learn more quickly and you will live a very rich life (not just financially).


What will change your life is NOT one person, one record executive, one big time manager, or one opportunity; it will be your mindset.

You have to change your mind first because, I promise, you are the problem. Once you realize that and deal with it, you’ll start to ask the right questions.

Poverty Ask The Right QuestionsWhen you ask the right questions, you seek the right knowledge.

When you seek the right knowledge you get the right answers.

Then your life begins to transform.


It’s quite miraculous really.

The record business isn’t holding you down or keeping you out, you are.

Poverty isn’t holding you down or keeping you out, you are.

Poverty blind Darts


There are plenty of opportunities to accomplish what you want with your artist career, right there in your little town, but you aren’t taking advantage of them because either you don’t see them or you do see them and can’t recognize them.


In short, you don’t know because you lack knowledge and understanding (isn’t that exhausting and frustrating?).


If you had knowledge and understanding you would be seeing results, it’s as simple as that.


For instance, many of you have become aware of me through the free Twitter book I give away. I constantly get emails and tweets about how people begin to grow their Twitter accounts at a rapid rate immediately after reading that book.

Poverty Music Marketing Book Cover


Before they didn’t know. Then they knew. Now they see results! (And it was free!)

The reason you can’t see or recognize these opportunities is because you refuse to learn.




Many of you refuse to learn the truth because your fantasy will get blown to smithereens.


You realize that your precious dream of being artist, like every other dream, comes dressed up in overalls looking and smelling a lot like hard work.

Poverty Thomas Edison Quote


I constantly get emails from artists who tell me they are broke.


But y’all still have money for that next recording, new guitar, new microphone, studio equipment, car, weed, cocktails, rims, hydraulic switches, or long weekend at the beach.

Why not start to double down on yourself with the VERY inexpensive investment in books?


Tony Robbins read 700 books when he was starting out. He came from absolute poverty. His mother was so broke they couldn’t afford to purchase Thanksgiving dinner every year. This is why Tony feeds over 100,000 families every year at Thanksgiving.

Poverty Tony Robbins


Tony Robbins doesn’t have a college education by the way.


There is an EMBARRASSMENT of knowledge right on Amazon.com. You can find books about recording, marketing, music marketing, mindset changes, psychology (to apply to your communicative exchanges with fans), management, the record business, social media, etc.


If you’re looking for a book that has an EZ button, you won’t find it. If you’re looking for a book that will tell you exactly what YOU need to get ahead in YOUR career, you won’t find it.


That’s where your work ethic and your big brain come in.

Poverty Connect The Dots


After the reading is done and your creative juices are flowing, you will start to connect the dots and apply this newfound knowledge to your specific situation.


I have read and listened to hundreds of books and podcasts that interview or reveal facts about super influential people like Tony Robbins, Seth Godin, Tai Lopez, Steve Jobs, etc.


Do you know what every single one of these leading minds have in common?

They read.


They read a lot.



Tai Lopez is famous for reading 10,000 books.



Stop fidgeting and relax.



I’m not saying you have to read 10,000 books to succeed.


I will ask you this, what was the last book you read that had anything to do with marketing music?

  • How about Content Marketing in general?
  • How about human psychology and how we are wired up to shop?
  • When I ask artists what they are mostly frustrated with by far the most common response is their social media progress. What was the last book you read on that?


Get it?


Poverty Mark Twain Quote

You need very specific knowledge to get ahead in your chosen career and you’re blowing it by purposefully ignoring the facts and staying tethered to your happy little fantasy.


I promise you are lacking some serious data.


Which means you’re making important business decisions based on zero or inaccurate information; which is INSANELY expensive.

You can’t afford insanely expensive.


Nothing will change until you internalize that fact and rectify it.


Every interview or biography I have ever read about a powerful person has a similar quote and it looks something like this, “Books are the best deal out there.”

Poverty Abe Lincoln Book Quote


You can gain deep understanding, access and proximity to the greatest minds on this planet, past and present, for somewhere between $2.99 and $15.




It’s all out there for you.


Y’all it is SO EMPOWERING!


I LOVE to read because I have a dream to architect a new music business record label with Daredevil Production.

Poverty Gap Collage


Every time I read, I get a little closer to that reality. Every book I read gets me super excited about the new ideas I can apply to my dream.



Sometimes the information comes in the form of validation; like with Seth Godin’s Poverty Permission MarketingPermission Marketing. I read the foreword, introduction, and first 2 chapters of that book and I was literally vibrating. It was everything I have been preaching for the last 4 years at Daredevil (why the hell didn’t I read that before?).



Sometimes the knowledge manifests in the form of an epiphany or major lesson learned; like with Predictably Irrational. It was in this book that I connected some dots about how humans shop comparatively as opposed to trying to understanding real value.


For instance, none of you truly understand the difference in value between a 4-cylinder engine and a 6-cylinder engine. What you do understand is a 6-cylinder engine is bigger so must be worth more. We think we are researching our purchase choices but we are really looking for a comparison that is quick and makes sense to us.


Here’s a fun factual story. There was a company that created a $250 bread maker. They had tons of distribution in awesome stores like Williams-Sonoma, etc.Poverty Dan Ariely Quote


They weren’t selling any bread makers.


They hired a consulting firm that researched the issue and their solution was to make a $400 bread maker.


Wait, huh?




They said don’t plan on selling any, just put them on the shelf next to the $250 model.


People didn’t understand the value of a bread maker because they had nothing to compare it to.


Once the $400 (decoy) bread maker was placed on the shelves of the distributors, the $250 models began to sell out.


Pretty cool huh?

I learned that in a book.


Poverty Predictably Irrational

A used book that cost me less than $5. Just that one piece of information was worth the money; but there was so much more.


A bread maker is as ambiguous of a product as your music. It’s not like construction, medicine, gasoline, food, or some other product or service that society absolutely needs.


No, your music, as good as it is, is a product that nobody needs, wants, or is looking for.

Nobody is shopping for new music.


You aren’t either if you think about it.


You have your jams, you’re all set.Poverty Books


Want to think your way out of poverty?


What disruption and subsequent chain of events has to happen to open a consumer’s mind and heart about your music enough to influence them to buy?


Ahh, now you’re asking the right questions!





P.S. You must learn to learn. Start by reading. Here are a few recommendations to get you started.


Poverty Predictably Irrational

Predictably Irrational – Dan Ariely – This book is all about hidden forces that shape our decision making; like the decision to buy your CD. Get it? (Bread maker story was in this one)







Poverty My Book



Advanced Music Marketing On TwitterJohnny Dwinell – Yes, this is me. If you read my first Twitter book (which you can get for FREE if you don’t already have it) you know how to target and grow your followers. This advance book teaches you what to do with them. Essentially how to turn your followers into real fans.




Jab, Jab, Jab, RIGHT HOOK – Gary Vaynerchuk – This book breaks down content marketing on different social media platforms. It shows you the “native” Jab Jab Booklanguages of each platform along with do’s & don’ts. It’s really cool because Gary pulls actual posts from each platform and judges them. You’ll learn a lot.






Once you devour these, email me. I’ll create a master list of every book I’ve ever read.


If you found this article valuable please SHARE it and COMMENT. (Thanks!)


Marketing Right Now MEME Feature

Right now, right now, RIGHT NOW is the time you should be marketing. Not after your record is done, not after you find “your sound”, not after the single has been completed and/or decided.Marketing Right Now Start Marketing MEME


Music comes later.

Marketing comes now.


Besides, it’s a meaningful, educational, and pleasant distraction from any artistic focus you may have going on at the moment.


Marketing Right Now Are You Talented





Honest question: are you really talented?


Honest question: WHAT exactly is your real talent?




Is it your vocal ability?Marketing Right Now What EXACTLY is your Real Talent

Is it a unique and cool vocal style?

Is it your guitar playing?

Is it the harmonies the group uses?

Is it your songwriting?

Is it your live show?

Is it your sincerity?

Is it vulnerability?

Is it salesmanship/stagecraft?


What about YOU, captivates people?




Here’s the cold, hard, plain, truth so take a deep breath.


Any excuse you are using to convince yourself why you should wait to market YOU is seriously detrimental and will probably prove to be fatal to your career.

Marketing Right Now Fatal


Entertainment is about captivating people.


Entertainment is about creating an artistic outflow that allows people to escape from their daily lives and feel something powerful when in proximity of said artistic work.




AngerMarketing Right Now Connection Collage






They want to relate.


They want to fantasize.


They want to be entertained and forget about whatever they got going on.


We are running out of icons, people. They are disappearing at an alarming rate due to old age and attrition. The top grossing tours of 2014 tell a shocking tale. Out of the top 25 grossing tours, 14 of the artists (56%) were over the age of 40, 12 of the artists (48%) were over the age of 50, and an astounding 9 (36%) or more than 1/3 were north of 60 years old!!!

Marketing Right Now 2014 Tours


The reason this is happening is because artists like you are procrastinating their freaking marketing.


So we don’t know about you.


Therefore, from the perspective of the world, you don’t exist.



Maybe that’s secretly the way you want it to be?


Maybe you talk a big game and maybe you have a lot of talent, but as my father says, “When it gets down to nut-cutting time, you aren’t worth a damn.”


The artist life isn’t for everybody.


Its ok, I’ve dealt with that many times as I was coming up as an artist. Each milestone of success was fraught with a departing band member that came to the realization the project was getting too serious for their lives.Marketing Right Now Leaky Dam License Ell Christman


The Universe is always as it should be. My mother says, “Water seeks its own level”. Think about that one for a second. Pretty astute observation wouldn’t you say?


Here’s the deal, your job is not to be perfect, that will never happen. Your job is to ENTERTAIN these people.


Why aren’t you getting to it?


You’re self-sabotaging.


Why are you self-sabotaging? Have you found your own level? Are you really serious about becoming an artist or is this a hobby for you?

Marketing Right Now Embarrasment of Tools



There’s no right or wrong answer here, the truth is what’s paramount to your expectations and subsequent happiness.


You have an EMBARRASSMENT of tools before you that allow an artist to access the whole world find their audience, connect, create, and deepen a relationship. The relationship is more important than the music initially.


I promise.


Why aren’t you doing it now?




Don’t think so highly of yourself as to presume that your music, your song, your message is so powerful and unique that they will listen when it’s time to release your project. Don’t be so naïve to think that you will release your first song and it will “catch fire” and “become viral” through fans sharing it and demanding other fans take notice.Marketing Right Now Music Fire Image

I’ve got news for you, all your favorite iconic superstars along with your favorite underground genius “underrated” artists “caught fire”, that is to say they came into your awareness, via really, good, marketing.




Marketing Right Now Monkey See Monkey Do


The world won’t care unless they know you, or at least know about you


You can and should get started on the “get to know you” part immediately.

Marketing Right Now Getting To Know You

If they like you, they will give your music a listen.




Today’s artist will showcase their ability to captivate, fascinate, and entertain an audience on social media and use it as a tool to create throngs of dedicated followers. In turn, a percentage of these dedicated followers will purchase when it’s time to do business (after the project has been developed and recorded.).



The more growth in engaged followers, the bigger the percentage of purchasers. The more purchasers, the easier it is for you to make a living.

Marketing Right Now Commerce


Not for nothing, obtaining cash for development is a lot easier when an artist can prove beyond a reasonable doubt that there is an audience eagerly awaiting your release.


An artist with an idea and 40k Instagram followers is going to convince an investor a lot quicker and easier than an artist with an idea and 300 followers. Doesn’t that make sense?



An artist with 40k Instagram followers and regular, predicable cash flow, even if it’s not positive cash flow, will have investors coming out of the woodwork.Marketing Right Now Bailey James Gang Instagram 2


If you’re not seriously thinking about this, then you don’t really believe in yourself.




You didn’t know how to play the guitar, piano, drums, bass, etc when you were born, but you learned because it was mission critical to your artistic pursuits.

Marketing Right Now Gtr Pno Drms Bass collage


It was foreign and it was difficult, but you did it.


It really was difficult by the way. If it was easy, EVERYONE would be a rock star.


Can you guess what else is foreign, difficult, and mission critical to your pursuits?





Stop fooling yourself about “reaching the next level” and then someone else will do the job for you.

That’s a complete cop out.


I’m serious.


You won’t reach the next level without marketing and by the time you do, trust me, you’ll be so anal about how exactly you’re marketed you won’t want someone else to do it. If they do, it will be according to your directives.Marketing Right Now We Need YOU


We need YOU!! We need new artists! You’re blowing it right now only because you’re afraid!


You say you can’t afford to hire someone or you can’t afford to pay for some education on music marketing.




How can you afford that new guitar? How can you afford that little vacation with your significant other? How can you afford that car payment?


There are 2 kinds of investments in this world. Good investments and bad investments.


Marketing Right Now Market You Cartoon MemeWhat’s the difference between a good-ern and a bad-ern?


First off, don’t be upset, unless your parents taught you this you wouldn’t get it from anywhere else and most of your parents don’t know either. We don’t learn about the real value of money in school, man.




Take the money you’re spending on EVERYTHING and put each expense through this simple Future Value Mechanism to decide if it’s really worth it.


Multiply the number by 15 to get the future value of the money.

Marketing Right Now Stop Ignorance



Hint: People who are uneducated about money only think about what they are paying out instead of thinking about what the real value of the purchase is. Bad investments are sometimes necessary (like a car in some areas) but you’ll think about the transaction more carefully once your awareness of value has been increased. Good investments, like certain kinds of education are invaluable because the knowledge can never be taken away from you, it won’t rust, rot, or depreciate.


Things that rust, rot, and depreciate are bad investments.

Marketing Right Now Honda Accord MEME


Let’s take a car purchase for instance. If you purchase a $35,000 car, that will be relatively useless in just a few quick years, you’re making a bad investment. That money is worth $525,000 to you in the future.



Buying a nice car unless you have $500,000 of discretionary income sitting around is a seriously poor choice. Who cares what you look like? You’re on a mission.Marketing Right Now Rusted


What’s more important looking good now or making a living at what you love tomorrow?



An educational purchase is a different story when you factor in the revenue a targeted training course will give you throughout your whole life. What about a course that will change your life forever? How much is that worth?


Marketing Right Now Education MEME


How big of a check would you write to change your life forever in a positive manner?


That education, if applied, will change the way you make your money.


It will change the time it takes to make that money (making you more efficient).


It will change your daily happiness level because you’re working at something you love as opposed to suffering on a daily basis through something you hate to get to the weekend.Marketing Right Now Picasso Dichotomy


How many of you, right now, can’t afford to change your lives forever because you’ve got to make that car payment?


That’s just one example.


You’re smarter than that.


Start behaving as such.


Marketing Right Now Blue Collar


IF you act like a blue collar union worker (not that there is anything wrong with that) then the world will view you as such and treat you as such; manage your expectations. I think it was Steve Jobs who told a sitting U.S. President that one of the problems with education was that the teachers (by far one of the MOST important jobs on the planet to the advancement of our society and species) organized, behaved, and interacted like auto workers.


So they’re viewed and treated like expendable, out-sourceable, auto workers by our Government and to a large degree by society, instead of the invaluable rock stars that they truly are.





Start thinking, living, acting, behaving, and spending your money like a millionaire and your world will change.Marketing Right Now Steve Jobs Time Quote



Stop HATING and start LEARNING.



If you don’t know how to market YOU and your music, pay someone to do it. Get rid of the car and a few guitars and double down on your future. Trust me you’ll learn FAST.


Marketing Right Now Double Down MEME

If you can’t afford to pay someone to do it, pay to learn how to do it. Again, DOUBLE DOWN ON YOU!


Buy books, webinars, retreats, marketing courses, etc. This knowledge will not seep in through osmosis.


You’re going to have to go get it, you know that, right?


You believe in yourself don’t you?Marketing Right Now New Skills Crane


You’re worth it aren’t you?


Every time you spend money you’re creating wealth.


Are you creating it for you or someone else?

Marketing Right Now You're Worth It




Stop being such a sucker and take control of your destiny.





Watch your world change.






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I was watching the “I Heart Radio Awards” while grilling out back with my girlfriend, Cari, when I caught Justin Timberlake’s acceptance speech for this year’s Innovator Award. The always humble JT ended with two amazing quotes.Foolish JT Award

The first was a Steve Jobs quote from a Stanford commencement speech that said “Stay Hungry, Stay Foolish.


Are you truly hungry?

Foolish Mouse Trap


More importantly, are you still foolish?


Like, REALLY foolish?

Forget about what anyone thinks about you. Foolish What People Think


I have seen far too many very talented people fall short of their dreams simply because they put way too much stock in what other people might think.


In short, they’re afraid.

Foolish Eleanor Roosevelt Quote

Fear of what other people think is a great excuse to hang it up, or refuse to try.


I always had a viewpoint on what other people think, “F**K those guys”.


It’s a mantra for me.



I know I’m going to get hateful responses for cussing in my blog, but I don’t care…clearly.


I hear criticism often. From people who are jealous, from people who are angry, from people who are clueless, from people who are nostalgic Foolish Nick Cage Quote(about the way it used to be) and hate change, from people who are threatened, from people who wish success was easy so they wouldn’t have to work and have faith in themselves.




Most people hate change.

Most people hate the people behind the change more than they hate change.

Foolish Feature 12


Most people don’t recognize the go-getters for the innovators that they are, they only feel regret and deep rooted anger because they don’t have the constitution to be one of the innovators.

It’s funny, they hate being scared, but they’re scared to fail so they don’t try.

Foolish Vicious Cycle

The result is they just hate.


Vicious cycle.



Listen, music can still be sold.

People want to buy music.

Foolish Power of music

Nothing has changed in our society about how we respond to music.

Music is the soundtrack to our lives. We remember what we were doing, who we were with, and what that moment meant from a single chord in a single recording; it’s literally etched into our mind.



I can think of nothing more powerful than that.

The great Glen Campbell has lost all memory from Alzheimer’s disease. He forgot everyone, family, friends, his daughter…the LAST thing he Foolish Glen Campbellforgot was the music and how to play guitar.


That’s what I call power.


I know the EXACT song that was playing the first time I got to 3rd base.

I know the EXACT song that was playing right before my first bad car accident in Rockford, IL.

Y’all got “your song” with your significant other.


file0001125655926It’s the one that makes you smile when you hear it.

It makes you giggle.

It makes you miss someone.

It makes you grateful.

It makes you horny.



It makes you feel loved.

It makes you feel heartbroken because you were loved.Foolish No Music No Life

This is what music is.

It transcends all languages because it’s a direct line into the emotions.

I have seen 1 song, heard for the first time, make a Wall Street multi-millionaire investor break down to tears in front of strangers.


That’s power, man. That’s beautiful. That’s music.

Foolish Music Heals


Forget about me harping on y’all to be better business people for a second, let’s just focus on the power of it all.


If you feel you got something to say, if you feel that you can change people’s lives, if you feel like you have the power as an artist to move someone, then you OWE it to them and to yourself to market it correctly.

Your music needs to be HEARD.


It’s called communication. Communication isn’t just the message, it’s how you serve it up. Communication is NOT your intent but what is actually being received.Foolish How You Say it

It’s not enough that the song is a good song, or a hit song, you have to get consumers to a mental place where they are willing to receive the song.

If they’re not receiving your music, and your music is well done, you aren’t communicating.

That is frustrating, I don’t care who you are.


Foolish How You Say It image


Anyone who is frustrated selling their music isn’t marketing correctly. Period.

It’s the same as if you were an entrepreneur who is trying to sell hamburgers in a vegan community and you just can’t figure out why nobody cares.


On that metaphor the fix is simple, but you’d be amazed at how many people miss the easy stuff.

Trust me, there is a fix for selling your music and making a living at it. It has never been more attainable for more artists than RIGHT NOW.

Maybe the fix isn’t as obvious or simple as moving a hamburger stand out of a vegan community, but there are already artists who have discovered the secret.


Some of these artists are making 7 figures a year.

Making a living off your music is doable. It’s not just a dream or a concept.

Foolish Chalkboard


Most of you are making simple mistakes like trying to hype on social media, or worse, trying to sell on social media.

Educate yourself and be willing to persevere and make errors. You will triumph.



Most of you are simply ignoring marketing all together. You just want to be artists.


Most of you are making excuses so you can avoid the thought of marketing.Foolish Knowledge Empowers You

Marketing doesn’t have to cost a lot of money, but it does cost money.


Whether you spend money to educate yourself on music marketing or whether you spend money to get your music marketed, its mission critical to success.


Foolish Fight Ignorance

Let me save you the suspense, you are NEVER going to put a song up on iTunes, Spotify, Pandora, YouTube, etc. and have it magically go “viral” and turn you into a somebody.

You’re going to have to work hard at this.

Foolish Work Hard Work Smart



You’re going to have to work smart at this.




The artists who become students of the marketing game are the artists who will make a living. That’s just a fact.


The artists who refuse become the sour elitists who look down their nose at the music business and complain about how unfair it is.


Foolish Critics


They become critics.






JT’s last quote had me emotional.


I feel this every day.  I had never heard it before JT brought it to my attention on this awards show. He mentioned that he has carried this quote with him, close to his heart, for years.

That should mean something to you.

Foolish Teddy Quote


It meant something to me.


It’s an excerpt from a speech given by Theodore Roosevelt in Paris, France on April 23rd 1910.


It should be a mantra (JT recited this excerpt VERBATIM, btw) for every artist and every innovator on the planet.


Read it once, then read it AGAIN.

“It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat.” 

Here is the full speech if you’re interested.Foolish Regret quote



Have you ever noticed most people are critics?

Have you ever noticed critics don’t like to be perceived as foolish?


Foolish Feature 7


Have you ever noticed critics criticize who and what they think is foolish?


If you haven’t figured it out already you will eventually, critics reside with the cold and timid souls who neither know victory nor defeat.



F**k the critics, I prefer the foolish.






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[ois skin=”Bottom Post”]


Business. Keep Right


Good business.


We all aspire to do good business.

Business Everyone has good ideas

We all dream of exactly how we are going to treat our employees, business relationships, and charities once we’re on top and the cash starts rolling in.

The trick is getting the cash to start rolling in.Business Cash Flow King

Getting the cash flow requires business savvy.


The entertainment industry is no different than selling any other widget. It’s all about creating relationships, creating good product, and selling that product.

Don’t be naïve, just because that product means something to you, moves you emotionally, or is your reason for living doesn’t discount the fact that it is a product, although certainly means it’s an important product.

To you anyway.

Business Savvy


The rest of the world won’t know unless they experience it.

If you’re making art for the sake of art, God bless, you need not read any further.




If you’re aspire to make a living at making art, then you not only need to be an artist, but you also need to be a good businessperson.

This important product, for some of you it’s your life’s work, needs targeted exposure to infiltrate the marketplace.

Business Communicate Stick Figure

You got to turn people on to something cool, man.


You got to serve it up so consumers are willing to receive your information

You’ve got to communicate with them.


The old wives tale that states “great music will find its audience” (or some such nonsense) is perpetuated by legacy artists who had their record deals in the 50’s, 60’s, 70’s, and 80’s and chose not to think about marketing or any other business aspect of their careers.

You have to understand that while they are definitely doing you a disservice by making such a statement, these misguided artists aren’t intentionally lying to you.

You always have to consider the source.

Business Always Consider the sourceThey made music and it found an audience. While this was their experience, I can tell you that the “Great music” statement completely negates the amazing marketing efforts of their label.

Yeah, their great music “found” an audience alright, that’s because some marketing team went out, targeted the audience, and put something wonderful in front of them to consume.


Consume they did.


How the hell can anyone respond to something they haven’t experienced yet? Sheesh!


Listen, there are TONS of people who live and die for music out there; maybe even your music.


FACT: 99.99999% of these people will not take the time to discover the music on their own. They need to be shown something good and then they’re a Superfan for life.


Here’s the good business dichotomy I see every day with most artists.

Business Dichotomy Break


Y’all are MORE than willing to spend your money, your life savings sometimes (or someone else’s), on a killer recording project, be it a single, EP, or full CD.

This is good business.

You’re (hopefully) dead set on creating an amazing piece of work, AKA product.


Business Good business is good business






Most of y’all’s plan to market this product is to “put it out there” on iTunes, CD Baby, Spotify, etc. and see if anyone likes it.

Business Bad Business Practice Band Aid

This is bad business.


This is the reason your music doesn’t sell at all.



This is the reason you’re broke either financially, spiritually (working your crappy job), or both.



So you’re willing to take the financial leap artistically speaking with regards to making the product.

Why is marketing the product never worked into the budget?




Why is there some disconnect on the value of marketing?Business You're Broke Pocket

That’s like writing songs with beautiful lyrics and melodies only to record them with no singer.

What’s the point exactly?

Business What's the Point GoatWhy is marketing, at best, an afterthought amongst indie artists?


This is a mission critical oversight.

Some of you want so bad to be on a label that will do this for you but you ignore doing it for yourself.




This is adolescent thinking because you need to learn to market yourself to get the record deal.

Then you’ll need to know how to market yourself to keep it.

DSCF4881 (1)


You have to wake up, your careers are burning.


The contradiction lies in the fact that you gladly paid good money to get your project recorded or you did it yourself (which requires thousands of hours of experience for there to be excellence).

You got the sound you wanted for your release.

Now, for some reason you choose not to put the same financial attitude/approach or work ethic into the marketing of your epic release.

I’ve said it a thousand times, once you get that record deal you are so desperately seeking, the label will allocate a staggeringly low percentage of the overall budget to recording.

The lion’s share will go to marketing for the sole purposes of doing good business.



DSC03800-BLabels understand what you don’t.

You are going to have to pay for customers initially.



You are going to be a startup business in the beginning.


It’s going to cost money to expose this masterpiece of yours to the marketplace.

If your music is as good as you think it is, those customers will become fans.Business Mission Critical

Fans = repeat customers.


Repeat customers are far more profitable than preliminary customers.


Profitable repeat customers are non-existent without preliminary customers.


Get it?


If you keep in step with a normal record budget in terms of the financial allocation, at least 75% of the overall funds would go to marketing; the remainder is for the actual recording.

What did your last recording budget look like in comparison to this equation?

Why is marketing so often overlooked when it is the biggest piece of the professional artist pie?



cmw3_d40_dsc_446_cropped-300 (1)A MISSION CRITICAL piece of the pie you desire so badly.

Think about that statement for a second. If good art was mission critical we’d have no bad songs or horrible artists.

Yep, good marketing is mission critical for an incredible project, it turns crap into commerce too.



So many of you are spending low or zero attention & money on marketing efforts and consequently getting low or zero dollars in revenue.

Zero marketing = zero revenue.

Makes sense doesn’t it?


Here is the way I see it.

You have choices.Business Learn From yourself

  1. You can choose to learn this yourself – in the lifetime you have left after work, family, writing, recording, etc.
    • Yes, this will work just fine (provided you commit to a consistent effort which will require passion for marketing) but you have a huge learning curve.
    • I dare you to work half as hard on learning the marketing as you did learning to play your instrument. Can you imagine?
    • Where exactly will you get the knowledge in this extra life time to learn?
    • How long will it take to tackle that learning curve and begin to see results?
    • How certain are you that this isn’t just an excuse not to start?
  2. You can choose to pay for knowledge – and get a jump start on the strategies while you learn to customize these strategies to your particular situation.
    • This method will cut your time to the coast for sure.
    • It also means you are truly taking action instead of making excuses.
    • Some of you paid for music lessons right? Isn’t this logical as a next step?Business Knowledge Empowers You
    • You still have to put in the sweat equity but at least you are addressing the fact that you need to market your music and you need to learn how to do it well.
  3. You can choose to pay someone to set it up for you
    • Watching someone is the fastest method for learning.
    • Of course, it’s the most expensive of these three options.
    • You will witness the process of developing customized marketing strategies for your particular brand.
    • If you have a brain this would be considered an education because it will get your creative marketing juices FLOWING while it teaches you “how to fish”.


I have some thoughts.


You probably paid for some kind of musical lessons somewhere along your journey.

Business Music Lessons

You probably paid for studio time somewhere along your journey.

Some of you have paid to play somewhere along your journey.


Some of you have paid for a music education or recording education somewhere along your journey.




If you can agree that marketing your product is crucial, then you will need to pay for some marketing education somewhere along your journey.





Paying a company you trust to work YOUR project is far more effective than any marketing class you’ll ever take. Kill 2 birds for the price of 1.

That’s just good business.





Business Steve Jobs


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