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How to create fans, customers and even a community to spark a movement, so let’s get into marketing funnels and then I’ll be back, alright, alright! So this is what a marketing funnel looks like it’s split up into these five categories: awareness, consideration, conversion, loyalty and advocacy.
Now, I’ve put it into my own words, not, for instance, awareness is basically the discovery phase. This is, however, you find out about something. However, you discover it that could be through social media email search engine optimization, which means when you’re on Google, when something pops up in the browser. As far as the search terms make it be an ad that pops up when you’re reading TV or when you’re on one of the websites, you can be reading an interview on The Breakfast Club and a person.
It’s in the interview – and now you figure out like I don’t know who this person is some kind of collaboration word-of-mouth or you can somehow discover this person’s content, there’s so many ways. But, however, you discover that person is point blank and simple. The consideration phase, which I call to learn more actually is when people decided a little bit more intentionally to learn more now, there could be passive learning more, which means there’s always just more and more information popping up about you to this person.
Maybe they have a bunch of friends who are fans about you, so they tend to hear more, but the learn more tends to be a little bit more active with their now saying. I’m aware of that person I discovered them now. Let me figure out a little bit more about this person now, if you’re, an artist, that’s pretty much going to look like them listening to your music or they could be consuming your social brand.
If you have a lot of funny social content or whatever type of social content you have out there, they might just be consuming that, but tip is going to be the music, or at least you want it to be the music. If you have some kind of brand like a software in this learning more phase, that could be you providing some kind of free content or information like an e-book or something like that, and then they download the e-book same thing could be done for an artist, though You can provide something and get something in return like an email address or phone number as well, and then, even if you have like a t-shirt brand or something like that, that can also just be people finding more about what other styles do you have now that People have learned about your brand.
That’s learning more, it’s kind of straightforward is really just the idea of people figuring out more they’re, going down the rabbit hole of your brand now conversion. This is one that engagement is getting a lot deeper, and this is, when things become a lot more intentional from you as a brand, because you are trying to create fans out of this marketing funnel now. What does that look like when we’re talking about deepening engagement? You have multiple ways, but one way is extremely systematic.
When we talk about sending out emails, if you in the consideration phase, exchanged some form of product or some form of information for somebody’s email, you can create a system and then engage with those people systematically or you can have ads that are targeting these people, who Are learning more about you? They tend to call that retargeting the people who have engaged with your brand a little bit now you’re starting to hit them with ads.
That’s why you see those pop-ups whenever you go to certain websites and then later on, those people start showing ads on other sites. But the freer option really comes from just staying consistent and providing consistent engagement on social media right. So people might find out and learn more about you on social media. That’s how it happens for most people, but then, when you’re deepening their engagement, you just have to provide content after content after content and really needs to be in a variety as opposed just the same type of content, because in this phase they’re really to learn more About your brand in particular and there’s deciding whether they actually like your brand in this phase, so you’re deepening the relationship and by staying constant on what you post on social media.
It allows you to stay top of mind with them and provide more and more for them to consume quick side numbers, because this is the perfect depiction of why so many one-hit wonders become one-hit wonders think about the fact that if someone discovers you and then they Even start to learn a little bit more, you have a little bit, they can see about you, but then it goes into that conversion phase and you don’t have a bunch of content for them to really grab hold of and become a true fan of you.
You don’t have an established fan base for them to really show what the lifestyle and culture is around you as an artist around your brand. That’s something that’s really necessary to drive somebody to the next phase of a fan, which is where that loyalty is created and, if you think about it from the standpoint of a software by the way now they’re established culture and brand value and social proof is usually Going to be like reviews, product reviews, online people are looking for credibility in this stage outside of just themselves, with a t-shirt company they’ll be looking for other people wearing a brand or what quality? What’s the true value of the brand? Is it in Walmart or is it in some high? I don’t know higher class boutique in LA or somewhere.
These are all the things people start to look at because they want to get a sense of the lifestyle the brand they want to know how to associate. You as an artist or this brand as a person because they want to know if they fit and if you share the same values for the lifestyle that they find value in and if you complete this part correctly with the right people. Congratulations, you got a fan, but now you have to stay consistent for that maintenance.
You have to continue to communicate the values that they decide they related to, and just do that again and again and again, and those people who really like you and Iraq with you. They will then advocate for you, which is what you see at the bottom number five and when they’re advocating that spreading the word about your word of mouth. So then, the vein that you created goes out tell somebody else about it, and then they start them back at the marketing funnel at the top of the marketing funnel, because that person now is aware of you, they can consider you, you have the opportunity to convert Them into a love thing and then they can go out and convert another person for you.
This is why, when someone has a strong core fan base, those fan bases really tend to grow because they’re creating these people who then go out and are ambassadors for their brand and we’ll get deeper into each stage in another article all right now, that’s it for Marketing funnels, but I’m also going to do a article on sales funnels, because people tend to get the two mixed up and, of course, I’ll show you how you can connect it to for yourself, particularly through music other than that.
If you like this article, go ahead. Hit that like button, if you liked it, might as well share it and if you’re not subscribed, you know what to do hit that subscribe button.
We got brand man Sean in the building, he’s a marketing maverick. I call him a GI, I think he’s a genius, you know and bi, and I don’t say that I don’t say that lightly. I’ve been following Brandon Sean on YouTube for quite some time now, and I’ve even had value and kind of following him and really, you know, seeing tips that he’s given artists these day.
So Sean talked to the people. Welcome to the crib how’s everything man what’s up? What’s up man, everything is great, I’m glad to be home. I appreciate you having me on your platform, then of course man, of course man and you have been helping countless artists for years now. So I wanted to you, know kind of get. You know you want to show to kind of talk to. You know talk to you about like your journey and like how you actually got to this point because you’re in a you’re in a you know really dope spot in your career right now, because you just launched brandman ramen Network yeah.
As far as on this end, like you’re in it definitely in adult place, so I want to start from YouTube. So when did you start your YouTube blog I’ll start? Here I had a music festival that had been running for about three years annually, bringing about a thousand people out, and we had grown that that took a lot of energy. We grew it from 0 to 1000 that first 1,000 pretty much with no money spent on marketing, but just understanding and hacking, algorithms on Instagram and all that kind of good stuff at the time.
But you know that’s what I do right on and then some real world promotions as well and in that time I’ve always been around artists and helping out artists, branding consulting things of that nature. But I had it put so much more energy into a lot of other things that I was working in, that it was just a area I was giving value in without making it a priority in terms of my own personal business, but then in the law, when We decided to not do the festival for a period of time, and there were some artists that I was working with hoping to build their brands.
But you know artists keep their creative walls at a certain point right. Anybody who’s that ii-i’ve never considered myself a manager, but anybody who’s been through a management experience right or even a lot of artists would be familiar with a period where artists are going for it going for or trying to gather some things. But the actions never add up or and for whatever reason, and then on top of that they want to reinvent themselves right so mm-hmm I was working all the most, the closest I was working on a day-to-day or, let’s just say, we’d do week more so with Artists, they had even taken a break, and I mean in that period I had so many people continue to come to me for advice, because people would hear about the things that I’ll be helping.
Other people execute. So it was all very, very much so a word-of-mouth, and he got to the point where I was like you know. What let me just do this on YouTube, because I was in a period where I was taking a break from all that other stuff, and I was doing so much for other people. I said you know: okay, let me well what can I do? That’ll be interesting on my in my extra time and then I came up with I: did it try doing YouTube? I did YouTube really just to answer people’s questions right like so.
I don’t have to answer them over to over again break him down his detail. My maramures articles, like that Betty article yeah right, I was like just breaking down conceptually so then. If I show people ask me a question, I could say: hey man check this article out and it was very much that I wasn’t super heavily thinking. I want to be this YouTube guy or anything like that. My yo man, I kind of helped some folks out.
People always tell me that artists need a platform to learn some stuff from. I don’t know everything, but I just, but I know what I like to talk about and what I know. So let me share some of that stuff and that’s kind of where it came off and once I started seeing the energy right and the way people were a rallying around a thing. I even had like this one girl that I had like a crush on like way back in, like middle school high school, she was like my forever credit back in school.
She she like commented on that article of like oh, my gosh. This is amazing, like this is going to go viral now, but even that was like a little inspiration. I like shit, okay, but that’s a little random stuff at that time, man cuz. It wasn’t supposed to be a business or anything like that. But man – that’s man, like the kind of here like how that that whole thing transpire and it really started from you doing tactics from the promotion of the festival.
Would you say that? Because I tell artists this all the time – and I tell people that actually want to work with artists dis all the time, and I tell them there’s no way you’re going to learn how to be a manager. There’s no way that you’re going to be able to know how to market your music unless you have hands-on experience doing it, like you know, like just perfect example like someone, that’s wanting to be a manager, like I say, hey, like you’re, going to have to know Every you know every aspect of the business you’re going to have to do it hands-on before you, you get thrown into working with someone.
So would you say that you’re, like one of the ways that it helped you kind of branch off and kind of learn, a stuff that you you’ve learned was because you were doing it hands on at first with the festival? Would you say that that’s true yeah man I mean because it wasn’t even just the best of what, like I said, I’ve been advising artists and one way or another for a period of time, even if the festival came about, I always been around it and doing It whether it was small projects helping some friends or some other folks that heard about me and then a festival, though, like that especially a project on that scale.
It just it just helps, fine-tune things and I think it’s better to be able to have certain experiences from different categories, because then you can codify them into whatever you’re going into right. If you do survive to just settle on just marketing, you settle on just management. Olette, ever for a period of time, like all those experiences, especially in music, are transferable. Like the festival, I got a sense of you know, attitudes of or at you know the whole different point like usually I’m just helping them and blah blah blah like blah blah blah.
But now I get to see the other side where artists are looking at me. As a lick and had a approach from that standpoint, but then also the lack of professionalism with so many artists and even bigger than that which really helped my my blog was just the perspective that artists take right and then I could see the things that they’re Lacking in or their the expectations they have versus the reality of what it’s like.
You know what I mean, so I I was able to get fine-tune on both sides. Definitely understanding the professional side definitely understands other other side, because once I have those two and then a couple live with so my brother, he was a Grammy nominated, was just a part of a collective that was, they were Grammy nominated. So that’s. You know one thing that I learned was when I was because I was technically not even in music.
At this time I was like I wouldn’t take call myself in music. I was actually kind of trying to run away from it, but that’s a whole nother story. A marketing has like that. Yeah, like I said, that’s another story, but when I heard he was nominated right and he was still living the life that he was living, I had to do some math right. I was mad at things up just the way. I think I’m very logical and I was like, if don’t makes it right exactly based on the perspective you have growing up like you, Grammy nominated.
Oh, that’s like life-changing you you reach more, you know whatever typical childish fantasies or things you might associate with a lot of those titles and what I saw that you know like, and I like the news hat. It was lucky and fortunate for me to have that perspective before I even went into it seriously. Cuz I was like oh man like this stuff ain’t real. You know I mean, on top of a lot of my experiences working in just other projects and industries and things like that.
Those life, not even numbers, don’t make sense. I already understood heavily like, like growth, hacking with marketing how to like completely measure. What’s true and what’s not what’s the source of where the true impact is coming from, so all those things I’ll, just like yellow a lot of this stuff that people think it is. This is the same right. You know. How can I help people understand that y’all are far off didn’t so the music in the entertainment industry and the entertainment industry is all about.
You know the in front of the curtain in the behind the curtain. Yeah and all people see is in front of the curtain like that guy behind the curtain is a beat that would get people messed up so true, so that’s so I’m glad you actually broke that down, because that means that you had like that was that spark That kind of told you like, hey, like it’s something, not adding up, what’s what’s happening, so I’m glad you broke that down, because I think a lot of people have a misconception and I think people, especially obviously listeners like listeners, have no idea how, like most listeners, Don’t have no idea how the music business works and then there’s a lot of artists that come in and they don’t know how the music business works and they – and you know what’s crazy, is – and I know you experienced this a lot you might meet with an Artist that has been in a game for almost a bit in a game but, like you know, has been recording and releasing music for years, but they don’t know how publishing works.
So they don’t know how certain things work. So it’s kind of crazy how misinformed both people on the outside and in are within the game. So I want to ask you: I want to ask you something: um, what’s one of your biggest frustration with artists today, ooh, because I know you you, you actually talk with a lot of artists all the time. So it’s like. I know that there’s some common thread that frustrates you about how they think or what they do was one of those things that you would say that frustrates you most about about artists coming up today I would say: entitlement, hmm, and especially not knowing and being able To see their own entitlement makes it even worse, exactly man that you know what, when I was when I was thinking about that question, I didn’t even like that’s not one of the first things that I thought about, but man you’re right that is crazy, so yeah.
So tell me like, because I know on you, I was looking at your YouTube blog, and I saw that, like you are very animated about not managing artists like what’s one of the things that would that that’s that’s kind of shying you away from managing artists um. One there’s a lot of responsibility straight up to take over some my eyes: that’s that’s what it essentially is: yeah you’re, a parent or like, oh, you wouldn’t you know.
Well, no, unfortunately, many managers end up becoming a parent. That’s right, you’re, right right, and that comes from some of those other things, an Indian title, male artist. As a matter of fact, I have a perspective well now I’ll get to that in a second, but so, but like just having to really push people along right. Some artists are being dragged over the finish line. This is supposed to be your dream for you and you need to push you every step of the way you don’t want to work.
You just want to be in a studio and a lot of that, but comes from them, not understanding that it’s so much more than their talents right, so that that’s one perspective just from from that. But then literally just the responsibility of it right and me not feeling it personally, I’m not in a position where I can do that. I can count on you. Yeah understand through probably like a shower ring more than anything for me to have something like that.
Just because, like not only him, he are you putting all this trust on me to oversee your life. I’m really especially if this will happen, started to come late. For my come up, I’m putting everything on YouTube. Yeah! You know that’s a tough relationship to meet, so it would have to be so so so so right and I also believe what I could, but there was a path that I started to take. That was very management oriented, I’m also like label exact opportunity or unit.
But then I started to recognize the opportunity for what I’m doing right now, exactly the YouTube and and that other side, and it makes so much more sense. For Who, I am how I think and being able to impact multiple people at scale and provide resources and connections and proper information, as opposed to just holding on to one situation, because also, once I start down that path in a lot of ways like certain offers Or jobs like that just creates a certain conflict of interest right.
I correct can’t be working with this place and then dropping all these article of the day. Talking about such a special things like yelled, like bro, what you doing so like that created the space as well honestly but um, but yeah like just back specific to the management. It’s like that. What the artists, like that whole trust relationship, um thing, and even that I thought of that just I would love to have more of a sense of my own system.
I always say maybe for one. If I had kids, I once I go through that, I might, it might make it easier for me to like have an artist yeah yeah I’d be more into that mentality, but then even bigger than that, like continuing to build right and be patient with my own Path and career, where maybe one day I might run into a talent and then I’m like yo. I really believe in this talent. You know maybe fact-check them a little bit, make sure they got.
It got the character and all those things in place, but then say you know what how many place where I know such-and-such, I know such-and-such, I know, such-and-such i-i have such and such amount of money. Nowhere. Let me guide this situation, maybe at least something to this point yeah I got you and I can still not do that without being a manager right through these, it’s like it’s a professional world in general.
There’s all these set paths there’s been, and not only did it not match up with my personality once I started to get a feel for, because I’ve been around some really dope news in terms of like managers, I’m like. Oh, it’s different managers like when you see adult one then less. You know like. I don’t be like this among all the data. That’s not me, but I do this thing as much or even more than he would do know like, and I’m all about finding my space but yeah like understanding that traditional path that was in the industry, it’s not just for artists, it’s for the professionals as well.
They don’t, I don’t think it’s talked about enough on the professional side that it’s just it’s open for the professionals to do whatever they want to do and pave new lanes as it is for the artists, you’re, 100 % right yeah – that that’s one thing and really Just to bring it back full circle because I know I mentioned – I would touch on this earlier part of that whole entitlement. That artists have, I truly believe, is only a symptom of really the industry itself.
The industry made it that way. It enable artists to have a certain type of behavior and be entitled in and to like, feel like Yousaf, but you’re supposed to serve me when you’re they serve your audiences right. It’s not all about you, yeah yeah right, because that’s that same mentality, right that kept them from wanting to seek other things like ownership in their own stuff, right. We and we enable them.
We sue them so now, they’re in a space where they’re good their whole world feels like it’s about them until the money runs out and they realize the label controls everything. The label has all the access that our data to the fans, the label. You know what I mean like: has the ongoing world sees an income or or the majority of it right, they’ve been doing all the business while we’ve been having you you’re thinking, it’s all about you, you’re enabled and like that back environment I think, was very beneficial For the whole yeah, I you know what I speak it for you to actually say that, like that’s kind of what’s crazy is, is that because I’m in the business in you know – and I have a certain kind of viewpoint on things and it’s dope to kind Of hear that, because I really never thought about that, like I never thought about how you like you know – and I agree with you – I think there’s a lot of things that happen or you know the industry it did allow.
You know, as far as if it to actually have to know it’s it this way, so I want to get I’m going to I’m going to get some more of your takes on this we’re going to go into it’s into the mix and tell me real quick. What was something some some music that you listening to right now, yeah the last thing on this side I’ll say the last artist that I heard recently that struck a chord will be with the artist by the name, a yellow pain, ye ll, Oh pain.
And yes, he has a couple of songs worth checking out: okay, okay, okay, that’s! What’s up okay, it’s good to know cuz, like obviously you’re you’re, when you’re, when you’re on youtube, if you’re you’re very unbiased. So it’s like you know. You actually mentioned artists. In a case study type of scenario, but never on the music side, so I’m going to get some more of your music thing. When we get back you’re tuned into the crib on radio, we got brand man Sean and the building will be back to him.
After this mix, let’s go and we are back and the crib we’re still talking with brand man. Sean he’s dropping knowledge, and I and I hope, the artist that’s tuned in. I hope they actually are really kind of soaking it in and obviously anybody that’s unfamiliar with your blog to go check out the interviews and all of the the content that you actually have on your Wii on your YouTube, blog um. Speaking of interviews, I want to ask you about the interviews, because you’ve had like a lot of dope interviews when windy day, you’ve been interviewed, you it’s.
It’s is so many people that, if that I’ve actually been able to kind of get so much information from, and so many people that I’ve never heard of before, but you know that I was able to actually get knowledge from. So tell me some of your favorite. Just just a few of your favorite interviews, and maybe some for like something that they one of the gems that they drop one of the interviews with key J Chapman, an EOB event, manager, awesome managers, clap Becca and one of the gems that I really enjoy.
In that interview was actually just him talking about diversity, Bo beads, uppers, mm-hm and the reason and the way that so much but is because man I hear every single artist always talking about they want to be Ivers these days, I’m not verse. I want to be like this and that and and that’s just what, because now it’s become a cool thing right, mm-hmm B, I use into everything I don’t like you know.
Everybody thinks that not true of like for like 99.9 % of people, but everybody thinks and desire to be there, but I always tried to paint the picture of just from a business standpoint, a logical, practical standpoint. It’s hard to just come out. The gate be diverse, and even if you do it takes a lot of struggles, so TJ having Bo be as an artist one of the most truly diverse artists, not saying the other are design the ability but put on a large scale of success in multiple different.
Like type sounding categories, he walked through really how gob can win a lot of times when it comes to dropping a song like one part of his audience will hate it. At least one part is saw, our audience will hate every single song. I come at it hard because it’s so they’re so diverse, alright, because maybe song he’s audiences around these different songs and makes it hard to me. You were in some waves where you know you have your favorite artists and they might have a song sometimes like.
Are they doing that other thing over there? I’m not feeling that or this song ain’t for me, but literally the OB is going back and forth between both sides of his fan base. We need to sell out. You know like zag, that extreme and really I mean there’s more than just two sides to his fan base, so just really the fact that he was able to like for real opinion out like use case wide. This is what how hard it is on the end that that was interesting and then Ryan Leslie, when I never yeah.
That was a big one, yeah yeah, that was dope, and I I love it when it comes down to it. I just say I love the fact that he talked about the power relationships connections, the fact that he thought he was supposed to be. You know this is most talented musician. There was in the world, you know. I me on some prints playing 27 instruments type stuff, and that was why you got so good. He thought that was the way to get in, but then he realized music weather wasn’t a meritocracy right.
I’m part of that escaping from the childhood fantasy of what is life. You know I mean realizing that you know. There’s talent, that’s a portion of it where’s the music business, so there’s a capital portion of it, there’s a connections portion of it and then just handling the business from the execution team cause. You know that there really encompasses the whole thing but slow from realizing that and then realizing the value of relationships, and he has a formula where he basically speaks on the be.
The potency of the relationship depends on two things, which is proximity and frequency, which is simply how close am I to you right, like physically yeah right? How often do you see you physically and then? How often do we come in contact right like how closely, and how often do we come in contact, of course, because of Technology you can hack some of that through, like oh, we just need text. Often are we talking upon everyday? We FaceTime some of that, but even if you think about how many relationships you gain just because you work together or you went to school together, where they normally probably wouldn’t have happened, all right.
True in the fact that he’s building technology around keeping that experience at scale nothing interesting and I like – and I love the fact that he kind of broke it down into a formula because it’s so relevant. It’s one of those things we sleep on and just sound good. If CLE, it’s like cliche the power of relationships and things like that, and now you to people around your network is your net worth all that stuff is cliche.
However, cliches get repeated a lot because police say is have some truth in it, and people tend to ignore the common sense truths for the execution of the hardest part. So I love the fact they broke that down into the distance this concise formula most definitely so. I wan na I wanted to talk to you about the brand man network noun like as far as the so I wan na. I want you to tell the listeners what the brand man network is and the benefits of joining the network.
Alright, so number one brand man network is a platform that connects artists with the community and our resources to help them develop their brand and build their fan base. Those are the two primary things. That’s the focus we want to help you get your brand fine-tuned, though I give you a brand. We have one workshop in there where alright you’ll have a brand. It’s going to get you like nice, real nice, and you already have a pretty dope Frank brand.
I guarantee you, your brand will still be sharper coming out of the other internet workshop and then the rest of it is also once again helping provide tools and resources to actually help them. Build a print of a fan base right, nothing, real practically real fan base, and we do that in a few ways right. We have their workshops, as I talked about right and even just some hardcore like courses, because we want to help them be able to do this for themselves.
The New Age right has all these independents coming up and for independent to be able to be successful. They’re going to need a couple things which is pretty much the same thing even going to a label when the artist with me, which is connections, capital and proper information right and, of course, as an independent. You don’t have access to the label which can expedite your connections right, though the label, you borrow connections, you borrow capital, basically all those things that you need even borrow information, so we’re providing those things where like amen like.
If you have a team, your team needs to sign up, and everybody needs to be on the same page. Have access to this information, because your marketing guy needs to know how to market music specifically on Facebook Ads, we have okay, we got that we got. Facebook. Add course we’re building out the YouTube one right now, but it’s not just even those general courses like I said, they’re specific workshops and I promise you this is different than of course this is different than reading YouTube articles like it.
You can read two years of my youtube articles or just random information online, and you probably wouldn’t make as much progress as four months going through these workshop series. So it’s guided versus I readed a YouTube article and I’m trying to take in this random information. I’m trying to figure out where this this tip works in my own process. We help guide you to a more specific process and even help provide some systems.
Then another thing and then so so you have that of course, less workshop yeah from private articles. That can be online because sometimes you know people just can’t talk about such stuff on a youtube level exam or then there’s some other things that are just exclusive, because it’s easier to go deeper in that platform versus YouTube. Where, sometimes, you honestly have to talk about some trivial things just to keep people attention and then one of the best things most valuable things are weekly Q & A with real people right hopping on calls, and you can talk to me currently so, like you know, A little bit about me right, I’ve worked with artists in several, you know, yeah.
I worked an artist in multiple genres and I got some like a tech background. Helped build some companies to the point where they are. They get millions raising capital and things of that nature. I just just helped not not the guys but of and then – and you have people like currently goggle goes by the name of co-lead to savior. That’s his online Instagram like Korea’s favor and Cory digital marketers, spot Spotify, playlist expert as clients of festival, co-founder one of the founding members doing doing his thing heavily as well.
Either people that do it. You have Russ, be he’s no longer idling records for that Island Records for Goodman and has been it desperate Jam. He is a GM of rap fest and he’s doing some account management for big social media for some pretty big artists right now. So these are my real people that you get to talk to and that’s just currently and at the beginning of the network. We aren’t even that deep in there you’re going to they’re going to be a lot of other people.
You have resources coming real soon, whether it’s resources they’re offering to the network that you’ll have access to for free all these things or whether it’s uh them actually being someone. You can talk to from a call. Alright, there’s a there so so so much come coming into the network. We’re only like five six weeks out to be honest and design, there’s so many things. I can’t talk about completely just so you know you got ta, get things all on the dotted line, but there’s a lot of value coming into the network, and this is the way I like to look at it.
Just I talked about a lot of things. I want to summarize it you have a article space exclusive articles, trust me, there’s they’re, not just regular, I’m on YouTube articles. They go deeper or a touch on things that you don’t hear. People touch on other places, including me on my youtube blog consultations. Basically, with the live Q & A were you high point to talk to people like you can get in context, it’s not like I’m typing in my youtube comment and hoping they answer my question and they don’t even know how deep my situation goes.
I’m talking about a player’s music, pull up your Instagram profile, alright, what’s going on, what did your manager say? What’s like, we go back and forth for real for real article chat style and then and of course, its face alone has an extreme value, because it’s guided and it’s touching all these Facebook courses and things like that that people charge thousands for, but going all the Way back to just the consultation piece alone right right now, I’m going for about $ 350 to be transparent.
Is that right, mom – and I was doing this discounting for a period for like $ 100 Brian. Even you want to go to that low right $ 100. Is for an hour and what you might have this happened to one artist. We got on a consultation, potentially real dope, guy love what he had going on. He was part of a brand session too, and we went through all this information and God is playing right, but then probably like two three days after the call, he had a big company reached out to him and you know he wanted to know what was up And blah blah blah, but he didn’t have the money for the consultation you get up both because stuff can change so fast changed so fast new opportunities for newer artists, more important, if just a one-off call, because you know when you have so many things that you Need to do like, like there’s just too many factors and too much stuff that can change things more important to just one one I’ll call not to say that we want a one-off consultation having no value it.
Can it’s like more valuable net is ongoing guidance. So four, instead of $ 100 for one hour right, five months of access to brandman Network for that same price, and in that five months you can talk to Shawn weekly, you know brand man, Shawn weekly, you could talk to Russ B, Cole, Reid and, like multiple Times an artist in five weeks, I’ve probably been on seen them in, like 1012 calls already like the leveraging.
I can’t be. I can’t be mad, you know using the resources and using as much as possible and they’re, giving it to me every single thing and I can keep updating. Oh man census. Last time we talked this happened right. I couldn’t do that for for like a cheaper price things that were like full 101 on face. I couldn’t talk to a lot of people in a lot of faces because it wouldn’t it wouldn’t make sense or be worth my time, but this is about.
How do I create an environment where artists can get as much support and much access as possible right without it not being a charity? You don’t really exactly know. I totally get you, and – and this is this is dope so so question I just want to get just so cuz. I know there’s going to be a lot of artists that are going to you know, ask about the actual payment structure. So is the payment structure for the brand man network monthly and they pay by the year? Can they pay by ten months like how does that the the payment structure work right now, it’s only available in monthly payment structure on it.
Looking you know by the time. Some people get on and check it out, it might be a year and monthly. That’s all the goal is to add a yearly payment structure as well just in case people want to do that and of course, you know, usually the yearly payment structure. It gives a little bit of discount off the monthly price as a whole, but right now it’s just monthly. As of this conversation, god I got, I got it, okay, so most definitely so this is my thing.
Anybody any artists. Listening out there like there is a lot of value. What Sean is bringing like and to be honest with you, I don’t know anybody on the top of my head. That is doing what Sean is doing. So you guys make sure you head over to bran Man Network com2, to check this guy cuz. I mean what you’re doing is so valuable because and that’s kind of why I wanted to have you on the show too cuz.
I wanted to know because they I get a lot of people in my team’s saying. You know they want to get a shot they want. You know they want to have had me hear the music. They want me to manage them. They want me to do whatever, but it’s it’s one of those things where it’s just like. I don’t really don’t have the time you know to you know, have a situation where I can work with everybody. I want to work with as many talented people as possible, but I don’t have the opportunity to do so.
So I think what you’re doing is is dope because you understood that. Okay, you know what these these one-off consultations aren’t really and – and you know it’s crazy – you could have kept doing the exact same structure with the consultations and I feel like and correct me if I’m wrong, but you actually switched it up because you want to help More people and you want to be more of a help, instead of being a situation where it’s just, you are just taking people’s money and I’m not saying that you weren’t yet that you that that’s what you were doing before.
But you want to help as many people as possible and spread it out. Am I right amen? Look you. You got some kind of intuition man, but you you read that perfectly perfect for that cuz I could tell, and that means that cuz, like you know, there’s a lot of people in this business there’s their sleazy there they’re like they just are about the money, and I could tell it’s not about just the money with you.
It’s you really. You really care about the art of the music. You really care about. Just you know everything overall, so it like people got ta. Understand that you know. People like you in this industry is few and far between, like this there’s, not really a huge amount of there’s, not a lot of people in the business. Like you, you know cuz, like there’s a lot of people that day they come in, they come out and you know they just really in it for that quick book because they see how much money is coming in the game.
So with that being said, man, I hats off to you. I have another question for you before we go. What’s one of the things that you think is going to happen in the industry three years from now or you know, that’s coming that hasn’t come yet, but what’s one of the things that that are that’s in the industry that people should be looking out for right Now, all right, so there’s multiple facets of this alright, so one I should be able to say this part.
Pretty short sweet is just the rise of the middle class artist or the livable wage artist. All right already we’re in some sense, but I think it hasn’t really calcified in people’s minds that being an artist doesn’t necessarily mean being Rihanna or being something big stars. Yeah millionaire good. Now, because of all these resources and the lower overhead in the access we’re now. But I have a lot of artists that I mean they’re, making $ 30,000 a year $ 50,000 a year as an artist, and so many people – that’s was failure, but you know my question is: if would you rather be an artist making $ 50,000 a year or Would you rather be doing some job that you hate for $ 50,000 or $ 60,000 a year? True right, so that’s one thing: that’s going to change people, people artists are really going to start to take on that mentality and some of them some of them, are going to actually accept that mentality and even start thinking of it as a way of okay.
I’m doing this, I’m a livable wage artist, but then of course, just like a regular professional career, you start to work your way up, though, say: okay, I’m working this job. I got entry level, but by year ten you know I want to be the CEO or I want to be an exec. So a lot of artists will say: okay, I’m going to focus on this first level, I’m good with this with Carlos, but I still enjoy figure out.
Oh, but move my way up, but that in some ways will create a sense of a bubble, at least mentally. In in the industry, just from an artist standpoint now I don’t know how much it’ll affect the actual industry actual industry. I don’t that uh yeah, I don’t. I don’t know all right, particularly when you talk about the more formalized labeling on our stuff. I think they’ll be good, but from just the mentality of a lot of these people who are wanting to be an artist just to be an artist or I think it’s cool.
You know I mean like there’ll, be a bubble burst more personally individually, so it won’t hurt the industry. I don’t believe in much, but it will hurt. You start to see a lot of individuals kind of like this other dude, who you know where it comes out. Oh you’re getting money from this and you weren’t artists, you were you, know, supposedly allegedly scamming money and things like that right to push your career long, so it’ll be a lot of people or and even influencers in general, where it’s like their life is not adding Up with what they think it should be, or other people think it should be in that that part will be exposed.
On the other hand, because of this more formalization and professional outlook, that a lot of artists have and as the industry starts to mature, there’s going to be more formalized structures on the independent in serving them not just from a distribution standpoint. But even things like Brandon networked artists will be more comfortable with the idea of paying for their education outside of school, which is just a more you know.
That’s like a whole different game, that’s being sold to artists right but David when are to think about music. They say: oh man, you know, I see the artists popping they’re blowing up and they’re doing it off of a viral article, which obviously we know that a lot of these articles are viral by design. Not by just luck, correct artists will stop thinking and seeing that they’ll start to say no I’ll, invest in my education.
This way. In the same way, I would invest in the school and that’s part of the reason for brandman network right they’ll be more of things similar in that direction. There already are some like that are similar or serving different audience in different pockets right, but artists aren’t really ready for it. Yet because I hear artists all the time saying I can get this information out here for free, like what’s the point of doing this.
Other thing you don’t know they information this quality, I mean all right board service level. It’s even it is deep. You don’t know how to apply it to yourself, yeah any guys. What soccer ball to you like me, reading about like all these books on how to be a CEO and out how the business is irrelevant? You know I mean like or meat or all these things on operations, but I’m doing marketing and branding over here and I’m not involved in it.
It’s just like. Okay now, you know a lot of stuff that you can’t move or anything and apply it to yourself. So you more structures that help artists do that at scale. I think will come because it’s something that isn’t needed, especially when something bout, the education system, education, traditionally college, they don’t serve artists, that’s rude! A bit! Don’t serve parties right at all like these music things, business courses and things like that, if anything, those are more designed for the music exact right, where I want to go work at a label and from a worker side than an artist.
Sorry, a rapper side. No there’s no college. I guarantee you trying to figure out how to build out their curriculum to better their lives and increase its chances of success for a rapper. You get a percent 100 percent, 100 percent man you’re a hundred percent right last thing. I, like it’s crazy, cuz like we could, and I think I might have you have to have you come back on the show again, just to kind of drop some more gems.
Oh especially once you know you once the website gets a lot more steam and so forth. Question well, what’s one piece of advice that every artist needs to understand if they’re really trying to be serious in this business? What’s the one piece of advice you could give to somebody right now before they jump on brandman network.Com to actually sign up? What’s one of the pieces of advice you got for me, I would say nobody owes you anything hmm.
Now diana has a good one. I say that not to be like Jennifer’s like general or sound good. I say this because, truly as an artist, I promise you it would apply to you in many situations where you reach out to somebody, and you think that they should reply. It starts to feel a certain way. Trust me, the type of everybody in the industry period at some point and probably still having to people that you think are successful, that are reaching out to people or Tyler or think or have some expectations of people and, as the actions are what’s happening, isn’t aligned With that a lot of times that slows people down what you have to do is sometimes I get to get to the point where you know I’m going to keep moving forward with garlis and not not over index from what I think other people should do.
For me, not only because you know you need to do so for line and all that stuff, but a lot of times people get in their feelings, and I mean I say this as in. I feel it all the time I get it where you know you sent out an email. It’s that simple scenario and you think somebody’s going to reply. You feel like somebody’s ignoring you or you feel like. Oh someone saw your DM, but there’s so many other cases.
I know I do it the people where I might be looking. I might open up a DM man that questions lady burn. I’ve got a quick chance to answer that and then no now I’m not. When I go back to my dams, I got another 50 other DMS and I’m doing all the other stuff of my life, and I don’t remember right, it’s nothing personal. I just don’t remember I miss it. Oh yeah, I’m trying to get back to you and I like this there’s so many things that aren’t personally used, and so we personalize a lot of stuff cuz ego.
That is security. So if you just remember that people don’t owe you anything in the first place, it’ll help I’ll say that I had one situation. I would say this last thing and in relation to that I had one relation where I was like you know. This girl is super dope, she’s doing her thing and she’s, not even like an artist but she’s in the industry. She does like enemies and things like that. I’m like she’s killing it.
I mean she been consistent for so long and she hasn’t even blown up like a huge scale yet, but she’s still doing it, and I just want to reach out to her and let her know how dope I thought she was mm-hmm. I go into my deep low to DM her and when I be on her, I see she messaged me like two three months prior asking if she could chop it up and like interview me and I’m like oh snap, like I, I missed out her DM.
You know me, I hope she and I and their feelings or anything about that cuz. I know how that goes exactly because I literally because I think she’s dope and I don’t even know if she already tried to reach out to me. That is crazy. It happens. All the time, though, like way more the right either like it just have it all the time going both ways. So it’s hard that that ego thing is your was going to move in when it comes to moving and dealing with so many people, man, that’s the des Invalides, like I said man, it’s definitely a pleasure chopping it up with you.
You know I could I I always get a sense of people that are coming at this business. You know with with a genuine heart and not really coming in, like oh, how much money can I make how much money can I make so I can kind of do the next thing. So I my hat’s off to you, man and, like I said I want to continue to support what you’re doing so. Please keep me in the loop with everything you got going whenever you’re about the launch of next arm of your of your business.
Let me know I would love to have you come in to talk to the people because, like I said, I have a lot of artists that actually listen to the show because they want to either get that music played or whatever the case might be, and I Think this information is going to be the super super valuable format. So thank you so much for actually coming on the show, any anything that you want to tell tell the people.
Okay. Well, first, what small thing that thing you say about delivering with you know a genuine heart. I appreciate that. I definitely try to approach things that way and not just be an outfit for the bag, so I can’t say I’m not about, but not like you know. I am about getting my money. I believe everybody should be a concern and treated fairly more important than just the genuine heart is the ability to like okay, say: if I’m going to do this, for you I’m going to deliver on it, for you he’s going to do it with integrity.
I might be doing it just for the money, but if I do it I’m going to do it, do it right, that’s more important. We need more of those people in Hinch and life in general when it comes to following me, brand man pran be man in a n. You can find on my youtube blog. I encourage you heavily to check out brand man network com. The goal is not just to get the information, but also see how you can apply to information to you, execute that information and actually change the level that you’re at with that information, and that’s an alignment with what we’re trying to do and help artists with and Brand men that we’re cops go check that out and other than that you’ll find everything else that I’m connected to through that through those things.
Man, like I said, thank you so much for stopping by the crib. You guys have been listening to the crib. If you are an artist and you found this information, valuable make sure you hit them up, let them know you know if you get up in his dm’s, don’t be mad if you don’t respond quickly, but just make sure if you really want that one-on-one contact make Sure you sign up and join brand man network like I can personally vouch for it, because I you know when somebody that’s been in the business for as long as I have.
I don’t know everything, but I know when people know what they’re talking about and Shawn does so make sure you guys check them out once again. Thank you so much Shawn for stopping by as far as on a crib and getting give us a giving us a call, we really appreciate it and you’ve been tuned into the crib on radio. Let’s go remember check us out every Sunday we’re at a new Tom, we’re on at Eastern Time 9:00 p.
M. And we’re on Pacific time 6 p.M. So make sure you go check us out every Sunday with that being said,
The listen account from the discovered on playlists on desktop, which I think is a very disappointing thing to close out yeah there’s. So many interesting arguments I hear about this. What is your respect so from one perspective I can understand you know it was. You know supposed to be like knowing reuse it so much, maybe because all season on mobile, but and also their thinking is probably going to stop like the defect playlists so much.
But I actually think that by taking away this, you lose transparency. So if I’m looking at, if I’m trying to picture a playlist, not a smaller playlist, not going to see smaller artists, I know that that place program and come up on their profile and if the analysis is not correlating to the actual number of followers, then I Know it’s not a good play list. I won’t have that option anymore, to check all right and that’s the interesting thing man, because it’s all about who are you trying to serve at the end of the day? All right, we can say hey this platform is for consumers is not necessarily for artists.
In that way, we use artists to serve consumers, but it’s not necessarily for artists, so it does make things interesting right, because you want to please artists, to the extent that you can serve to the consumers, but at the end of the day it doesn’t they they Try to is Lowe’s politic things where you use an argument that sounds like you’re doing good, really to also take more control over the platform and eliminate some of your competition, because the third-party playlist, you know a real thing right there useful, but you take away from Buddy utility, a from the artist like you say, like it, makes a lot harder to understand.
How do I take advantage of this playlist? Which ones do I want to get on, and I know they say that it’s it helps more so with making sure that people are focused on the quality of playlists and – and you know not gaming numbers and things of that nature, but really it just makes it Yeah, I don’t really find a world where it’s actually better for anybody. No it’s annoying so see, doesn’t make any difference at all to bigger eyes, because obviously those are going to be big, but for independent artists and smaller artists.
It’s a big difference, especially as a lot of artists were tweeting out that it’s um there’s a really valuable free marketing tool and there aren’t many of those around they’re, actually free notice. What everyone yeah yeah. I mean to me, though, at the end of the day I go and overthink it because look if you see you can still see the type of playlists that certain artists on off huh, so you can still reach out to a playlist of the artists you’re.
Listening to and things like, that’s one route right. If I’m, if I’m listening to artists I’ll go to similar artists, I can see what playlist your music has been picked up for, so I’ll just go reach out to those playlist and make sense. You know you can tell still in its own by Spotify or not so, there’s still that path of kind of understanding, the quality of a playlist, which is more how you want to be looking at playlists anyway, but there’s still paths to get there.
And then you can utilize other sites like chart metric, do maybe you’re paying. For you know the professional premium account to start to get an, I feel of which of these you’ve pretty much see the exact same stats or everything in their spot of expires. Take an more orange arm measure, so that’s still there you just have to get some more money. Is that can import things for this side that usually you’ve go on the desktop on Spotify and you go on the ice profile and you would see the five top players there on you’ll no longer have to see the listeners account used to be able to see The playlist, and also this doesn’t impact Spotify thrice at all.
You’d, never see all the place you’re on yourself on your own account doesn’t affect that. You ever see what place you’re on and how many listeners listening to your music, it’s just on the front end for you know the general consumer, general user. You can access it yeah. I mean in that vein. I might actually flip. I mean I I can at least understand in that instance cuz. I they’re trying to say that they don’t want people to follow a playlist based off of social proof.
They want people to follow a playlist based off of whether they like the playlist. Is that what they’re trying to say? Well, maybe – but it doesn’t go far enough because to do that they would remove the followers count from the playlists altogether. Wouldn’t they they’re going to do that? Well, you’re saying the consumer wouldn’t see the playlist, though right they have to see the place. You just can’t see the number of listened to Scott on what I’ve talked about playlists.
Well, that’s what I’m saying they. They won’t see the path, but your argument is that it wouldn’t just be that the consumers can’t see the follower account. You think that if they really care they wouldn’t let anybody feel the follower account yeah. I think so, because obviously they’ve also you can everyone can see the moment I can see the number of other players has got. What you want to know is how people actually listen to that playlist and removing this takes that away to some extent it’s just a list of listeners that are more important than the followers engaged.
I don’t. I actually did. I disagree with that because I think that is a consumer yeah. They should be focused on whether they like it or whether they like a playlist, I’m not nothing more than yeah yeah yeah so but on the back end, there is still utility. If I have a playlist, I’m going to be able to know how many people are following my playlist cuz, I can judge other metrics there’s a lot of reasons for me to understand that.
So I wouldn’t say I don’t know I just like anything. Alright, there’s a lot of websites that don’t allow you having to have an insight on the front end, because it’s not tuned and user experience that allows you to see a lot more deeper into it on the back end, because there’s all these functions to it. So yeah, the other point I made on my newsletter was that oh, my ladies was just on desktop. It wasn’t on mobile apps, which the main way that’s what files used anyway, therefore, will it make much of a difference that part yeah? That part brings things into question like what are you doing or why are you going if you, you know, why are you going to buy this way? Cuz, as you said, is he’s mostly on mobile.
So, what’s the point of just doing your own one or not or not, the other, I guess we have to wait to see fit for this one, but if there’s just a sign of things to come, we’re always going to find on a different way around to Do whatever we need to do?
Using certain colors Campbell is great for making flyers um. A lot of people do use those apps and things that can be on the phone, but definitely make sure your visuals look clean. You always want to make sure it’s clean, make sure you have the address on there. If it is a public event make sure you have the day, if the little things that can cause people to not go to your eBay, but it has no address, it has no time on it.
So what so? It has no date like did this pass already like important things to put on the flyer, I say for like the average time to promote an event for a newer person, maybe, like I would say, maybe three to four weeks. What do you think, are you sure yeah? No, I would say three or four weeks in this year, if it’s just like a, if you’re trying to do like a hundred people, it’s probably about three to four weeks and you’re, trying to really push and make it something bigger and especially getting deeper, deeper and Just selling the experience, then it might need to be something something bigger than that like, but most people need to start off with those three to four weeks mm-hmm and we lock the live back on that word-of-mouth part like that.
I you have to make people. I want to say this real quick because, like the way I found DJ, oh so was her flyer cuz. We talked about marketing right. She had that flyer where it was like the girls in the car – and I said how’s that anyway, and they were. I was like yo. This ad is hardest because I was one of other chick. I know I was like yo who did this. She was like her and I got ta follow her because this junk is just heart so that a lot like people pay attention to the quality and you’ll creative approach and your marketing and then bring that same energy to the actual experience.
But learn that she’s a DJ too though, but I feel like she has an advantage, because you obviously you’re talking to a lot of artists, the part where a lot of artists mess up. This is where I had the advantage too. When it comes to, it came to like throwing a bitch over a lot of my artist friends, because artists always try to make the about them versus just creating an experience where everybody else has a great time.
Not realizing you and me didn’t, have a great time. They going to just keep coming back to you off of that strength, they’re going to want to be around you, but art is like. I just want everything sitting around me and the stage, and they focus too much on that side of it like that, for real. For real, especially if you aren’t even strong in the show game so make it about the fan, how can you make them? Have it an amazing experience, regardless of you being there and then how do you integrate your goals and your your project or your narrative into a dope experience? Yes, yes, yes thank you for breaking it down, like I always say with the marketing when it comes to any event, especially for newer artists, you want to treat your marketing with that three to four weeks.
Man, you want to treat it like a project roll out, like think of it as you’re rolling out a single you’re rolling out your EP you’re rolling out an album, a mixtape. So pretty much you have, you know you announce it and then every week is something else added on it’s something else being added on or something else being added on, like some people, okay, so the first week, it may be a giveaway being done.
You know so where you can get some more followers, so we can get more people looking or paying attention to the event. Next, you may announce like the special guests or the line of you know and stuff like that. Then the following week of you know you may offer like may offer a giveaway. You know for some merch or something like that. You know for people that purchased a ticket as it gets near in there, because people a lot of people really purchase tickets as it gets closer to the event.
I got a notice on me. You don’t even might scare you. You know people realize okay. What’s the move, what’s the mood when it’s like a day or two before the event, that’s ticket sales to shoot up like that? So this is my experience and even if you want to do something like you know, giving a discount rolling out a discount code on certain things, so you kind of have to build up that anticipation really for people to fire.
For people say: hey, I’ve got to be there, so the DJ also escapes she remember. You know before she’s dropped the flier she’s dr., plum promo article she’s announced like some special guests. You know coming through and stuff like that, so it it just feels. On top of anticipation like all right boom, like I got, ta be there and then whatever you do. As far as like your different announcements and your different roll out, make sure it all has the same colors like the colors that you need using your fire, your branding make sure they all have the same colors make sure they all have the same.
Aesthetic make sure they all get about the same vibe. So that’s pretty much just a couple of things to pay attention with the marketing
This guy has his hands in multiple things. He’s a digital marketer he’s done some other things in music industry being a manager. So you guys are going to get a lot of great information for you, I’m not from him, I’m not going to waste your time. I want to hop right into it. So what’s up Corey, I don’t pretty good man just now.
This heat, a man that he didn’t Georgia dawg all right so, like just start here, there’s always the best place to start tell everybody how you got into the music industry in the first place. So my background, pretty much comes from publicity. I started out being an intern, so I all right more, like an assistant to a publicist. I was more so in the media world. You know getting placements on blogs and like magazines and local press and stuff like that, and that kind of transferred into me working on the publicity and marketing team for like a boutique label, which was pretty much just like a upstart label between some guys with some Money without y’all want to start a label, come work for us, so that to me doing that for about a year to an anthem that kind of transition into managing artists, which I did up until about four or five months ago.
I, which led me into my own marketing thing but kind of freelance marketing working for people, don’t like influencer marketing and Spotify, playlists and stuff like that. Okay, but – and I cared to you guys – this guy is serious. I would even have them up here, especially him. Being in the marketing space, y’all know what I do so y’all going to learn some great things from him. Now, when we talk about this label, though you said, you worked at a label was just like a label.
He said two guys with some money he’s just talking about, they got the check and they said he want to start one where they’re already experienced in the industry, so it was pretty much. Two people saw one of the guys. His name is Jonathan, hey he’s the publicist that I was working for. It was his business partner who was a guy that was new to the music industry, but he had the fun. So I kind of get everything off the ground like I said these two guys were like yo.
You know we kind of have a vision for a label that we want to start. We have something that we want to do. We know can’t come kind of help. Us with it what my like first footprint or like real serious foot, praying the music. Ok came from now for all the marketers out there and managers. I know so many people want to start a label so before we get deeper to your personal story, what’s the biggest thing you felt like kept that label from surviving a lot of people trying to start labels these days, yeah, not really, not really, knowing the cultural Landscape, I would say because, like I said like, it was two guys who they had the money to do everything I that was really any idea like.
I could come up with about. How much is it yeah we could, she could say, yeah Thursday, so this pretty much them not not really knowing what they got themselves into. Like I said, with the other guy, coming from a publicity standpoint, he’s so used to pushing everything from like. Oh, like the the perspective of a publicist or journalists, which you know we all know like it comes it’s a lot more to comes with yeah starting to label.
So I don’t say that’s the only thing. I really saw wrong with them, because I had other things like like took like really not. We say cultural landscape. What you’re talking about there like knowing like you know, which press is good press for the demographics are trying to get into? You know sunlight which, which light influencers are like really making an impact on what you’re trying to get into, or like just observing like the overall like cultural landscape of like who are the people that we’re trying to get out of music in front of.
It was very much just like a thumb spaghetti at the world technique, but they were child going for it, as opposed to like you know. Who is this person that we’re trying to reach? Who is the fans of our music? So they understand how to like identify their needs to demographic in to reverse engineer from that so they’re, pretty much is like like they were. Also every pretty much is like. We also like doing the music side, which everyone from my experience, everyone who gets really involved in the music side doesn’t like to do the other stuff like they don’t like to kind of go that that customer profile you know.
So I honestly that’s really the only thing I see nothing like their artists were like cool artists. They weren’t, like the best like most serious. Are they also had artists, who kind of like took advantage of the situation? Okay, who, like did in the shouldn’t, have been taken advantage of the situation, so those things that I’m sure a lot of you guys are going through, but uh though some things definitely keep in mind when I started label and yet that money is not everything everybody.
I know a lot of people are like looking to get some money or they say all they need is money, but I’ve talked to people who have been on tours with artists that have had millions of dollars back in them, whether it is their own cuz. They got it somehow, or investors and artists, just straight flopped yeah, I’m talking about millions of dollars, so it’s not all just the money. If you don’t know the customer profile, I had a like to do a lot of things that he knows how to do.
You know, then, it’s not as easy as this game. Everybody lies, everybody makes the game see ya, like I said money. Isn’t everything like at some point? There’s only you like, no matter how much money you spend on something at some point it kind of has to like grow us all that isn’t what I’m saying like the money is to get the ball rolling, but once the ball start, the ball has to roll. That’s real like what do you? What are you doing more so today? What some more so your day to day when it comes to the services you offer artists, so I pretty much like you said, like focus more something like digital music marketing yeah.
It’s mostly me doing influencer marketing on Instagram YouTube and then some of it well actually most of it is Spotify playlist thing, so I pretty much figure out ways that we can check out these digital blogs and digital platforms and connecting with people who make sense with The audience that you’re trying to reach and then get you placed into those places, okay, so a lot of artists are trying to get in contact with people like you now for your from your perspective, what are some of the things that keep you from working with? Everybody because everybody, I know who’s taking it seriously, they aren’t scamming out here they filtered, they don’t just work with everything are that reaches out to them.
So what are some of the turn offs that you have when it comes to artists? Who hit you up? I mean with it being the music industry. I personally it helps if I really like the music it just if anyone working with music, it makes it a lot easier when you like this one because like when you hitting that point, it’s kind of saying no yeah, it makes you want to okay. I really do like this song. I believe it’s like, I believe in it.
So let me go so. Personal preference probably comes in two, like 70 %, like the clients I work with and the rest just like how serious do I believe me like I’m something like do. Are you doing this because, like your friend told you that you need to do this or you, it is something like you can’t look into and like you’re building your team, you realize by you I’m either guy that does what you do! None! No! None of us have the time to do it so like seriousness – and I like personally tell you got you the most.
So it’s nothing about like how their brand looks, aesthetically or like if they’re but oh music is mastered or something like that. Yes, okay, so quality. Definitely goes into it too, like I wouldn’t work with someone who, like recorded a song or like a phone soft way, so quality does definitely matter. So I, like the branding stuff that stuff can be changed. You know something like yeah, especially with like I’m, not at the point where, like I’m working with like superstars, I’m usually working with artists with China, I get that fan base started so like, luckily for them, they’re coming to a point where, like most people, don’t know Who they are like know just to be like honest, like you know, you might have like 100 200 fans but still know, there’s a hundred hundreds of millions of people out there who don’t know who you are yeah, so they have the luxury of like kind of Growing a lot developing their brain is that go which is look like what I like the most.
I don’t really worry about that kind of stuff, but even the worst brand or someone with the worst branch still has fans out there. They just have to figure out how to reach those fans and each other they’re, bringing light to that person. So I’m more so like interested in helping you figure out, like alright where’s your niche and whether you have to do like fit in that niche. Okay, yeah. So I know you’ve been a manager before what are some of the issues you see a lot of artists have when it comes to the manager, artist, dynamic um.
I think one realizing like the difference between what exactly a manager does, as opposed to like what artists like to think of as label services like managers are more so like, like strategic advisors in a sense, whereas, like they’re there to kind of help you map out The game plan to everything but they’re, not necessarily the people who, like fund the game plan, it’s pretty much like like in my opinion.
Imagine someone who looks at that network looks at your network and then figure out like how can we put a game plan together and make sense for what we do have yeah, and how can we figure out a way to get to the things that we don’t Have access to so I just thinking like a lot more artists have to just kind of like really like realize. Like? Are you at a point where you need the dynamic like? Do you really need a manager that you have anything going on so why you need to be managed? You know some I do have enough.
Do you have enough people trying to reach out to you in a week that you need someone to count my filter? All these conversations, if not any like honestly, you don’t like a manager in my opinion, is probably like the third thing. You should get like everything. After what a lawyer – and I wasn’t so good at counting – I guess – you’re – not making my manager would be a second. So I was like a lawyer an accountant any like a manager but like if you’re not making money in a lawyer.
First, definitely if you can like and then imagine okay, why you set up um. I just like. I feel, like a lot of artists, give themselves. Hang it up into legal situations just because they’re so stuck in it like it’s so stuck in the now, which is my big thing, is I try to get a lot of artists to think of their careers? Is like a business like you wouldn’t want to make a bad business isn’t decision today because you know say you’re in a tight spot.
Yo Carmen comes back on my bike. She now it’s like two or three years later yeah, so I feel like artists kind of needs to go into their situations, knowing, like all the legal things surrounding the things they think they’re. Just like you know everyday normal things for like the artists to do. You know, like I’m, going to take this song, that I have a sample and I’m going to upload a sound car anyway, because in their mind, like yeah, I’m going to be big one day, but this is going to be it then your song goes.
Viral gets two million streams, and then you have, you know, send the artists other artists, here’s about now. You have $ 500,000, losing it hands because yeah, you know something. You didn’t kind of talk to someone about this first and no one is more versed in legal matters than the lawyer like, even as a manager like, I would tell ourselves we’re going to like you’re like this is what I’ve seen from like I’ve heard, or what I’ve read yeah, but let’s not make any moves on it and lets me talk to somebody else.
Who knows you know if I know 20 % when he finds my nose 90 % about hey. That’s a manager. Lot of managers will not do that they’re just going to mislead the only going to our decision educated on stuff. Now and with that being said, I know what a bit of artists that have gotten caught up in some legal situations with their manager because they get in that relationship, for they really get poppin. But then they move into a label and then now the label can’t really move on things, and you know certain stuff gets right with the manager.
If that manager like y’all might be parting ways for whatever reason or the manager might be more demanding or something just harder to deal with, you know the same way of things like jay-z and Dave like their situation. I don’t know all the details, but I always know that Dame Dash was looked at somebody from the label standpoint that was hard to deal with yeah, right and and that could work for you, but some people that might work against them where they say.
I don’t want to be with this manager because they’re not savvy and they’re messing up my business. I got a part ways, but you can’t just part ways. We all have problems if you already got a legal agreement and that’s the best way to think about. It is like divorce. Yes, everybody talks about, never know who you win so y’all get the worst and how ugly these divorces and marriage you get same thing would have managed.
They all got something legal like y’all are legally married in business, and then you don’t like this person. Y’All are already had some disagreements and then next thing you know you know each other or people start acting real shady next thing. You know they they going to want a bigger cut than you think and like just just yeah having a lawyer first like even if you decide to get a manager and don’t have a lawyer.
That’s like long-term, like at least like for the agreement with the manager. Have like go find someone who knows of a lawyer like someone that you trust that can function the direction of a lawyer yeah like never signing, of course, like never sign anything yeah with someone. You don’t know – and I’ve heard horror stories too, about like managers who like to catch artists when they’re like in positions – I don’t know anybody they sign, so there’s no violating agreement and, like you said, like three years later, five years later, whatever yeah you’re stuck with This person, so I it does come down to like, like you said, like I feel like every business relationship is kind of like dating innocence, was like you know you, wouldn’t you want proposal growth, y’all haven’t.
Even when I got coffee, you know someone come up. You, like you out, like your music, I want to manage you. I want to see if I can develop something cool. You know come in yet a couple more of my shows, I was kind of talking to south you’ll, see. Let me figure out, as a person see how what I think this could be give me some some references about who yo yo, whoever says, but who are your three closest friends are like who, who are three artists that just know you that I can call math? Let yo, what’s this guy about yeah, because they’re people in the industry that might not even like that person that person might have, they might even be a decent at that time, but they might have messed up so many of their relationships in the industry.
They’re not going to be to move anyway, so you get a contact, get some referrals and see hey yo you heard of such and such you know this person and they can’t vouch for their character yeah. You know that they can’t vouch for their ability to actually perform and he really putting yourself in a position where you just added another you to the team, all right. Well, switching gears a little bit man.
I know you work with a Spotify playlist a lot and be working any other type of playlist other than Spotify um. No yes, like I’m learning, these are right now yeah and it’s not really as much as because like Spotify place and platform, is a lot more open than like other kind of streaming platforms like Apple has. The people that make sceptile is yeah. Youtube’s account. Oh yeah. I just make out laughs: oh yeah, do not know unless you know what it’s like you can’t.
You got company with the gatekeepers first say yes or no. Okay got you. So what is like? Maybe two pieces. He says when you talk about Spotify playlists, go for the little guy, like don’t cuz. Why I, like Spotify, has a monopoly on the large players, of course, because it’s their platform, yeah and then outside their labels, have the monopoly on the other large player. So, like probably about 80 % of all the players over, like 200,000, followers are owned by you.
The Spotify are these companies that made your labels on. So, like that’s kind of where I even myself, I kind of go into the special alright, who are these regular people that have built up playlists for whatever reason like? How can we find these people in every chart to them? Yeah? No, I didn’t tell clients all the time you know if I can get you a hundred five thousand five other playlists, that’s just as good as me.
Getting you one. You don’t sound like fifty thousand five hundred about the pilot playlist, so it’s kind of like it’s pretty much like micro influencing in the Spotify world is like going for. Those guys and tip number two I was saying is just no way your song fish. So I don’t think that, just because the playlist has whatever amount of numbers that your song is going to fit because, especially with play, let’s play, Spotify playlists are very like either you move curated or, like very tell it’s like a specific sound.
So it’s like you’re a trap: rapper your song isn’t going to do as well and like a chill right, platters, it’s like someone who makes music like sound like a sob or I can make jingles or something like vice versa, like you know, like a pop artists, Song isn’t going to do well on like a country, music playlist, just because it has having many people, thought you’re going to get the listeners which nothing not going to get like the return of listeners, not get the people who are like who generally like care about.
Just long past is first listen, so those are the two things I was looking, but let’s look for a like way. You make sense: let’s not just picture someone, because you know a lot of people come here like, but do you make sense that that make sense, Fe so last question when it comes to what you’re working on right? I know that you mentioned that at some point. You do want to have a late all right, so what does it take for anybody out there who wants to have a label at some point that maybe not already have some super connected positions like you saying you want to have a label one day and you’re Talking more so in the future, instead of just starting one.
Now, how come you’re not just trying to start one now like most people would just say: hey, I got a label and we get an artist, and after you talk about how it comes, what do you got? What do you feel like you need to do before you push yourself in that position to actually start one? I feel like. Luckily, I’ve been like blessed to kind of come from being inside of a machine, even though it wasn’t like a very large machine.
I still saw like the day-to-day operations of people who work like trying to sell a brand were actually like running a label from day to day yeah. So that means I know, issues work like I know this is like more work than I honestly could put on myself at the moment and then more work than like. I would be willing to like find artist who believes in that citizen. Like I don’t have my structure together, so it’s not your kind of putting like this belief in our structure.
That leaves me even though I were together so my game, frenemies a couple of years is just like. Let me find these people who can help me with the Lego when I do get to that point. Like do things like, I know I wouldn’t know how to do or like things are, like, I don’t know as much about like 20 % things, so it’s like yeah. I know at some point if I have a label like I’m, going to need some he’s going to have to start going doing doing towards the noise show.
I don’t know how to put it all together. So let me do what I’m doing now and let me meet some promoters know some who working with artists, get cool with announcing. Then when I come back in two years, not like y’all have his artists. I know you’re still touring shows up LA. Let’s put my artists on the show, it’s kind of breaking me: let us go from that, so I’m pretty much at the point where I would much rather build the connections and also build like the legal structure in the business structure that comes with you know only Labor, because it still is a business that in today, like I said you got ta have.
I would much rather focus on building those right now and come back in the year, because artists aren’t going we’re going to be ton of the artists every day of every year. You know somebody’s going to be out there right. So it’s just pretty much me like getting my networking my stuff in order before I like launch it out into the world like that. You know I mean coming from the marketing side, like marketing is one of the larger portions of light, how people break an artist, so it’s like even now, once I get I started late, but we don’t have to spend X amount of dollars on the marketing team Because I know what I’m doing I’ll just trained two people in the know kind of don’t it’s nothing.
I was doing now. At least we have a leg up. All right nobody’s got to figure out other pieces to the puzzle. So that’s kind of out look at it, but mmm makes sense. My perfect band of extreme value of the people – I already know you have been definitely y’all got ta. Follow this man at Corey. Does savor Savior, that’s Koh all right. He WA da SAV, oh I’ll, put it somewhere to the screen or something like that, but definitely follow a man.
You know if you need his services or whatever just follow mom. He stays up on game. He moves pretty heavy in Atlanta and I’m sure he’s in other cities as well as they do in the industry. Y’All are you know, bran mash, I’m looking forward to having him one blog again, because he has a knowledge, a lot of knowledge for you guys anything. You want to leave with best thing. One thing I do want to leave everybody with is just take this seriously and treated like a business and everything to move for you really easily.
I promise you pervy way for real for us all right. You know what to do hit that subscribe, but
What’s up Matt man appreciate it appreciate everything good, a man like you have you have managed, but at this point he said about 20. Influencers connected with you know, 40-plus influencers. Of course the Rabi whirls lit twins and now you’ve even moved into management. You have in a very social world right, a very social media landscape. You have one of those unique perspectives where we hear so much on the front end from I want to be an influencer, I’m going to be an artist but you’re one of those guys behind the scenes that have been able to help get an impact from not Just the views but make money right and obviously you’re needed, because so many people don’t know how to make that connection.
So I’m interested to hear first and foremost what what made you get into it. Knowing that I Robbie world was a friend of yours, but what made you truly pursue it and say I see this as a true business. Well, I guess the budgets got, the promos got bigger and more starts to come and it was a guy. It came, it started to be more just like a little. Oh can you shot me out type of thing, like Brian started, to reach out okay and what really shifted like everybody knows.
My story see my other articles of how, like Robbie world is my best friend and how he began to blow up on vine and the rest is history, but like it really started to hit. When I got my first budget from Atlantic Records the biggest bucket from a budget from Atlantic Records, so we actually met Jordan and Justin overhead. We met them at rolling loud in Miami. That’s why I will forever go to every rolling out in Miami for the rest of my life because we met them there, and then we got a big budget for Sherlock mafia and I was like wow and they say how much is it going to cost for The main ones – and I sent them this this budget – that was at this time, a big budget and they approved it, and I was like wow.
This is for real. No, this is for real, say y’all. We need to tighten up and we need to really start doing more of this and start and and and then it’s like. That’s it’s a business now yeah! You know if you promos that come to the DM for, like smaller music artists, that just wanted to put the song in the skip, but that really hate all that once I was like. I can continue to do this all over and over again, and I was just just what I thought for myself, but they actually needed it.
I had one email, one of my influences. You know they creators artists. Did they don’t like to do certain things? I don’t like to check the email, so I just went email. So, let’s go through this email see we get. It was a contact from journey’s journey’s yeah, one of my influences that work with Brandon got fans and I responded to the lady and they say yeah. We want to give him out, I think it’s, they flew him out to Philadelphia, really nice check with other Creators, and he was in the winter 2017.
I believe campaign for journeys. He was on all the banners in all the stores, all the magazines that they sent out all over the United States, and that was a big deal and I was like man. We have to go higher. We have to go bigger when it comes to this. Okay, before I get tonight’s, the next question I want to say is not me, I’m it’s not you as me. Okay, can you project a little bit just for the mics? Okay? Absolutely! No! No! I want to make sure they good, okay production, I’m sure you’re.
Alright, you mentioned something that was extremely important to me. You said this isn’t just like posting paying for promo there’s a real business. How do you know that it’s that transition, or can anybody who’s already getting a certain amount of hey? Can you pay for my arm for a shoutout type thing and those people just transition into the business? How do you make that transition happen? Well, I truly believe that anybody can do it.
It’s how you go about it, but you can get a promo and it’s like. Oh, I just draw it up, but let’s really sitting and think about how I could make this promo very creative and how I can get put my thought into it and how you handle like oh yeah. Let’s just do just send me any money, I’ll cash out know y’all. Send you an invoice, you know. So it’s just how you handle the situation, yeah, how you carry yourself, because you can always just throw something up and then, when you don’t live that way, and you look at it as a real business, even like just not with the promo, just overall being a Creator is a business because there’s so many opportunities that can come if your portfolio, like your Instagram, like your social media platforms, those are portfolios.
You know, if you look at it that way, you’ll start to attract the bigger the bigger things. Okay, so you have to take the quality in mind: you have to start building the portfolio and then handle those back hand, systems like invoice, and things like that right. So you can can look legit exactly look that other side of this right. Let’s see that, okay, even for myself tuna, add this in I like to look for a while and it worked.
You know I was using a Gmail, but now I got a business, that’s in like it’s influencers at Keith, Dorsey calm and I realized like Wally’s. Bigger agencies won’t even accept emails from a gmail account over spine. And now, since I have my business, email, everything’s, look like okay, these people running a business and it makes me as a manager. So what I’m trying to negotiate things for them. It makes me look professional like we know what we’re doing.
So. That’s that small stuff is very strong important. It could be a deck, a media kit, all that it just it changes everything it’s important here, because at that right, people who already have a certain level of business things like that like getting your own email. It’s not that expensive right, but when you’re we’re coming from mentality, I’m just trying to make money and I’m trying to save money at the same time.
You really want to know. Is that really worth it? Cuz they’ll get an email, but that stuff like that? Yeah! Okay, I mean – I even makes me think about some of the emails that I use on cyber parties yeah. So what for you, especially alright? What well actually can kind of touched on this, but it brings me back to the idea of the brand for the fans. All right and look at summer side of things and the brand in terms of dealing with business, the professional brand right, how different are each of those things now? What’s the polished? Look like it on each side, um? Well, it’s! It is a it’s a big difference.
Now always learned by trial and error. When I first started to submit to labels like I used to like just send the links, copy and paste, but then they will come back. These people didn’t know a shout-out to max at 380. When I first actually started to do this, they would respond and say: could you put it together in like a PDF for me, so I had to polish it up and say actually create a deck that had all their pictures.
I spend like hours on this thing on publisher on my Mac and put their analytics together, put this together and put their best in and not just that, but not doing pictures they took on the phone with professional photos hit shots, you know, taking the Getty image Photos that they’ve gotten over the over the past year and putting those things in there and polishing it up it changed it. Just it makes the presentation like everything’s about presentation.
You know, even when we come into a when I bring them to certain places like the presentation of how you walk into the room, how you guys work together, even if, when it comes on the phone going on a plane, because people realize that what I mean, What does that look like look, I like the fact that I mean shows that you, actually you know you do this right, because you have such small details that you think about.
I notice. What does that mean how we well, I make them. Look like the stars that they are so when we come in we’re just not doing anything. It looks like okay they’re on a mission there, so they’re they’re booked to be here. You know they’re already famous people know them, but it’s how we move about like I make sure that we’re all together and we’re there’s different activations in the room I’ll make sure that they’re doing the activations they’re taking the pictures I’ll see who the photographers are.
Even when it comes to music, see who the DJ’s are and get the people who just read different things and how I know, because I get feedback even when it comes to as small as it became like some subliminal now, because on the plane we travel together. Like we always travel together – and I had this – it was kind of weird, but there is this girl that sat next to me on the plane in like the Dayton next day, I got a DM for her.
I was like who is this she’s like? Oh, she sent just long messages. I don’t know who you guys are, but I saw how you work with with your with your group and how much how you took care of them, how you made sure that they had their seats first? How do you make sure that it was just a small sounds like wow? It was creepy at first, but I was like how does she found my butt that happens all the time and people see they see me not necessarily demanding them to do things, but how I’m working with them like pulling them to this back up I’ll.
Do this all the time like this is what we’re going to do. I prepped them before we. This is what we’re going to do. You’re going to walk into the room, there’s going to be interviews, there’s a red carpet. This is how you do your red car, because a lot of the first time doing this stuff is new for them. Like I had two girls that I worked with their mom famous ocean and kongfu, they have a hit song called savage out.
Car active get active and we were able to get activated through fresh Empire for the BT Hip, Hop Awards in Atlanta. They booked them to come there and then walk through a cup. They had never done anything anything before on that scale, so I say hey. This is what I want to do when you’re doing interviews. You need to make sure that you’re listening. So it’s like a development in a way you know, and people really kind of know this debt.
So I want to switch gears a little bit because obviously there’s all that that goes into management. But when we get into the things that people see on the front end that people get so curious about influences from and that’s these platforms from an artist standpoint from an influencer standpoint, we’re how do you look at Instagram, first and foremost, because we hear everybody knows That most people are on there, but then you hear people like Gary Vee saying if the graph is going down and then we start talking about other platforms, how do you look at Instagram and what’s the actual impact you’ve seen it had have on your business and Moves well, Instagram is definitely how sold name and just like wake up in the morning.
Is it’s just automatically in that thing like you want to go brush your teeth, you’re, going to check your Instagram, your Instagram lose to be take your tech messages, Facebook and Instagram. You know, but the thing is it’s been big for us: oh it’s, it has its own ups and downs like the algorithm. You know, but if you study it and you create make it a business and you make it a lifestyle and you keep up with it, then you’ll you’ll go with the flow.
Just like one of things. Oh, we were moving views and likes everybody else going crazy. My team we’re studying it when we look at it was like well, it’s going to be like story. I was going to hurt our brain. No, it won’t because guess what you still get story, promos and all the company’s going to do is see the analytics. Now you know it’s nothing’s going to change, so we’re really had to be. On top of you have to study it.
You got to be ahead of the curve because it’s in it for me for business like I, I can make sure it also helps me connect with other Creators too, like I usually can connect so easily, like I have so many DMS, especially from artists now, who Want to work with me, I have our build relationship with other micro influencers in I saw artists who small, but they have really good potential, so I don’t necessarily work with them like IQ the relationship I’ll give them some tips and ideas.
This is what you need to do, I’m looking at your page. You know so I’ll. Do some free consult, you know, but it helps me to connect to help me to actually stay relevant okay as well and for me knowing, what’s going on like it’s my business, to go down the timeline and see what’s going on, see what’s going viral, so I Can filter that back to my group into my life as well? It also helps me with business, because I don’t when other companies hit me up say: hey wan na do this campaign.
Alright, this thing is going viral. So, let’s use this when, when it’s time to create to help blow whatever product or brand that they have do you think there will be any point where it starts to fall in terms of almost like a bubble right. We know if launchers become more and more expensive on a platform like Instagram over time as they start to learn the game. They were super under price, and now they learn you know, then it start to charge more as they get bigger more money comes in, but then, when Instagram starts to mess with its algorithm and of course, if you’re like you write, y’all are learning it, which anybody Should be doing that artist or whoever, if you’re serious about it, you should take that approach, but just a general macro perspective of it is: let’s go to other platforms.
So do you think the price that y’all or a lot of influencers will have to charge will go down? I think it’s very competitive now, because, especially with a lot of labels like they, some of them are like tight budgets, but my group. Well, I tell them to adjust to who it is like. We like Warner, contacted us through TIG. Now you think it’s a game through Lucchese label and for our artists name poster, and they told me that we only have a thousand like we have more, of course, but we want to start with a thousand, because I want to test it out.
So I said usually roughly a lot of the bigger ones. They only got like maybe three hundred dollars for the post and uses a no less than 700 750 to 1000 and 2500. But I said you know just work with me: they’re going to test it out. They’re going to come back with more, they did and guess what they did. They came back with more so my group knows how to adjust and not just oh, if it’s not 5,000 for the post, I’m not doing it.
You know depend on who it is. You know now, if it’s somebody, that’s like small and like didn’t, of course, take it hard to just kind of wait, but they even if they are small, they still work with lemonade. Sometimes they they’ll just do it because they like the song, you know or they like the product, but it’s just like. I hate it because there are some influences who are just like a hose and they just won’t do anything if it’s not like you don’t have to do that.
You never know. What’s going to happen, you never know this person can blow up in their name artists and then now you like, damn I missed out on opportunity. I could’ve just posted it for him, like you’re, going to make content anyway. So just take the money you know. I know you’re not going to undermined yourself like Oh $ 50, for it now you know, but sometimes you just have to kind of work with people, because it is, it is super competitive, there’s, a lot of influences that are there are getting paid and there are Figuring it out so my group, why we create long term, like we’ve, been working with these labels in these brands for years, because they know how to just when it comes to price.
So that makes a huge difference, I’m here, because I definitely like doing influencer marketing and things like that. I’ve definitely ran into people with or been working on, something for an artist and seen them hit a certain number or or the people say hey. You got this and if you don’t have that for that budget they don’t even respond or I or now this is it this is it and you know some people will do like test campaigns and things like that.
But what you said made me really think about is the fact that that long-term relationship over time yeah, of course, oh, you can’t do it with everybody, because even when people reach out to me for certain um for certain things, you can’t do with everybody. You know diem get flooded, you got to still take care of yourself and what’s going on, but you never know what’s going to happen with somebody you know and where they’re going to be, and also you never know which you’re going to need.
Sometimes you’ll have a tighter budget, sometimes you’ll have a greater budget for you as a manager. Is that kind of one of your did? You feel like you ever had to Train influencers to think that way? Yes, okay, because they don’t know like a lot of them. Just blow up out of nowhere, they had no business skill, they will not respond to stuff they’ll. Just do things very sloppy, like a lot of my time, I’m like really are cuz they’re, especially younger ones.
They don’t know, but I mean well and they know that and I’m you be going at it consistently, but is the ending we’ll get to this later, but like a lot of them, they’re like my brothers and sisters. So it’s like, we have a relationship, so I can do that, like I like what y’all doing like I had so few craters over here. They release a song, but they say here dance until another song said what the heck are ya doing: y’all released a song y’all you’ve made not one trill on your own song, you what’s this dog, it’s all I get to it like.
So it’s just like. I stay on them and I did this jacket available. You have artist development, that’s influenced your development and that’s something that we focus on too, because exactly even when it comes to creating the content like make sure that you created like cuz, it’s like they’ll do a lot of things and they’ll just put it up, and Then the people will come back and they’re like sometimes three or four times, and they didn’t like it.
I’m sorry we’ll put effort into it, don’t just just because, even if it’s I don’t care, if it’s, even if it’s three hundred, if you’re 300, our project should look just the same as your your your ten thousand dollar project always give quality, no matter what it Is and because people it’s about your image, you know they can’t even decipher keep it consistent like one who answer he poses something, and I said he they always saw some of them.
They had to send for approval. I say you know you know you didn’t want to do that, whose are you right you right, I’m going to redo it. I’m like come on just do it right the first time I get it out of the way yeah cuz. They they a lot of them. They so spoiled that they say, oh even when it comes to YouTube articles like oh, it’s just like a job time like what you don’t do, nothing you get up from your room.
Now I would say it is work, but you rather go work at Taco Bell or you will. Wake up out of your bed, create a dope article and post it and get paid to your PayPal, cash shop or whatever or a wire transfer. And you move on about your day: you’d make a decision, oh god, so as you found success personally, how how? How have you changed right and your approach to the game and how you see the industry, as you start, to work more and more with them? Music, as you way before this, I was, I started as a like network marketer.
Okay, like I sold like all the super juices, all the weight loss stuff. Yes, I had that skill, so there that’s the basis of my last interview. I did that that’s the basis of my life. I did that since I was 18 for like 10 years, so all the personal development, like I mean I so well, I got BMWs from companies like I built and I was able to qualify several people on my team. So that’s where the the personal development came to be able to work with people and be a to cross-cultural communication, because the companies were so big we would go like if so many different international law different nationalities.
A part of the company like I had to learn like all these people from Japan, these people from here, so I had to learn very to communicate. So that’s where the communication – it’s straight-up – transferable they’re, not yet. I can see that already then yeah. How have you adjusted as just a business person in general? Have you thought, hey there’s this greater level that you want to do with the music like? Is there still or entertainment? Is there a higher ceiling that you have there, or are you trying to immediately start to flip into outside other industries um? Well, I have other things going on which helps me focus on what I really love like.
I have never been B business like being different. Real estate things so I have other stuff, that’s operational and I still receive residuals from companies that I’ve done network marketing, but when it comes to influencers and the music, like my goal, like I’m shifting into the next level things I’m learning like at a 3 C, I was really learning like I’m learning from these. I have several mentors in the industry that I look up to like you know, QC, like Coach, K and P.
I really look up to them to have several other ones that I am super close to like footy over. He owns any a, never eat alone studios. They have artists, 24 heavy cash, talk and Mari, so lil. They know that mentor me because they hey. I listen when I talking I’m really listening and that’s the thing is, I don’t know nothing about music, I’m really listening. Even boo, a country like he works with the girls that I work with as well, and I’m really learning I’m literally listening.
Like I’m quiet like I’m nothing about music, nothing that I like, I do so they’re actually mentor me. They don’t really know it. So it helps me to go to the next level and I ask questions even though even working with Jason over at stream cut like I’m literally learning and I like women. Maybe they don’t know that when I asked a question, I’m listening, you know and I’m going to apply that. So it helps polish me because I’m going higher like my goal for 2020 is to get at least three of them.
Sign to a deal are three of the artist influences. A lot of everyone that I work with are influences. They just started you you music, now in it. Yes, some of your music in it really talented, yeah, really dreams of going like eat. Clams ocean come cool, like their song. Savage has over a million streams on Apple music in like a 900k on Spotify. They released this stuff and they wanted articles. Has four million views on these articles for music views on YouTube, so they release stuff, it’s good and they put the same quality of work in as like these bigger artists in and how the industry is a lot of the artists.
Big artists are trying to do the social media trying to get the social media, but they already got it. So a lot of labels are signing them just because of that and they’re getting bigger deals and the best deals that makes sense they bring value. Yes. So for me, what changed me like, I’m shifting from just all just doing this, to trading a solid management company in a solid label, so we’re the ones who are managing I’ll, be able to shift them to the label and hidden.
You know how all those different layers of things work, however, that works, I’m still learning it’s going to happen. Trust me because a lot of them are already being contacted by the law and I’m facilitating a lot of a lot of the label stuff when it comes today. Philosophy because it sounds like it’s what you’re doing or how you think. Primarily you work within the influencer market with translating that into music right and it sounds like that’s the business that takes most of your day-to-day attention.
Yes and but then you mentioned other things that you’re doing Airbnb business, the residual income from network marketing, and maybe any other thing it sounds like you have put energy into other things, but the other thing where you put your money elsewhere, it doesn’t require your attention. Is that correct right? So it’s like you always want to have unlimited, like streams, income, multiple streams of income, so I for the first part of my life, I focus on one thing and then is what it begins: typical my base and every now and then I’ll.
Just kind of like go in and do small things to kind of keep it going. They’re going to be businesslike is just automatic for me, like it’s really easy to do long, as I make sure that I’m managing it. But this is like my main focus because things go up and down. Excuse me, even when it comes to the influencers, there’s different phases of different markets that sometimes it’s high market, like like first of the year spring summer summer, like movement and then like right, now, is kind of like it’s like it’s not super slow.
It’s like not as much because they’re who reached out to me, you got any promos, no I’m working on them nobody’s, especially when how the music industry flows like when it comes to the end of the year, nobody’s really kind of dropping campaigns. Could I want to wait to the first of the year to do that run so I’ll. Make sure that, like my businesses are because once one business here, the other business skin here and keep it going, you know and then in a best world all I’m doing! Well, with the you’ll be all over the place, but do you have to put people in place to kind of run different things, so I put my every business.
I have cleaners that I can hire to come in here and do all these things. You know so. Yeah, it is, it’s super important to make sure you have all that, but that helps me focus on cuz. I’m super passionate about the management, business and the social media, influence and management artists, because, like everyone, I work with this. I’ve been knowing them for like five years, it’s four or five years, and because what Robbie has I’ve been knowing the longest, but I’m it’s a passion when it comes to it like, I really want to see them win because they’re connecting me.
That’s like somebody who I just met not like some people. Some people actually go out to find people to manage my oh. Let me go here, I’m with our managers person. No, they all came to me or or we all knew each other and we figure this thing out. Let’s, how do we make this work? You know and because there’s a different approach, a different passion and it hits different way. Your family with who you work with yeah, so you it’s almost like building from a lifestyle, stand yeah a philosophy.
It’s like I’ve built my life, so I can focus on the area, I’m most passionate about yep and unfortunately, they area that you’re passionate about it’s. Also, a good business yep good, all right. So what do you we’ve talked about these these platforms and obviously you know tik-tok and trailer. We had that conversation which one do you have a favorite one o the other and then, if so, why? In terms of just your personal use, not necessarily saying that other platform is bad um when it comes to like, I just started to really use.
I like tik-tok, because you can really get kind of creative Triller. I like, because it’s for the it’s like more like for the culture like a lot of the artists or using Triller and not just to be biased, but like the trailer fam messes with us, like they work together. So, like I kind of like truly really took us to the office there, and we, you know, told us about you know and it’s simple a lot cuz the platform is very simple and anybody can use it even like an older person can use it.
I think that’s why all the artists, even though the the veteran artists are jumping on and they can just use it or click this you get the song boom, unlike tik-tok, is like all these different things you got. Ta put all these. It’s just it’s crazy that you really have to learn it, but once you learn it you’ll do it. So I mean I would go with trilha first, because it’s it’s a lot simple and it’s like more for the culture and more really what we do.
You know. I work with a lot of the dancers. You know when it comes to social media, and this is a way to go, but they’re, jumping on shoe tick-tock now and they’re, getting a million for holism my mom and going it one of them create as soon as she created. She was at 10,000 followers in an hour. She just started. Posting announced a once on her story and boom. It just started to explode yeah, but tick tock is, is the next wave I like it, because it really can take you to that next level of content, but results.
Oh yeah, each one is just different. It’s going to do something different, I believe, definitely YouTube. You, like YouTube, will change your life and its total is like 9 day, though, because, like ideal is 90 day cuz, I deal with a lot of these real life youtubers in real life instagramers, and sometimes the youtubers looked down on creators like instagram creators like because It’s one of my bros just shake frost and like Robbie that we’re all frenzy to shake shout out to the shake hill.
Why are you doing this like you? Just they don’t they don’t like there’s too much work on Instagram. They believe for a little of nothing because they see it differently but like if you are creator, you were created a lot of the Instagram. I must look at the youtubers, like oh they’re, little douchebags, who do nothing and have no creativity. You know so it’s like night and day like and they battle each other.
Then it’s like clicks like. Oh, this is a youtube click Instagram Cleo. We don’t click together. Like it’s so we’re, like you see this blog, I can go to LA you’ll notice it but they’re all still friends, but it’s like there’s a like dial. We had the YouTube exactly so it’s like it’s it’s night day, but YouTube. Would I’ve seen it bro instagram has changed lines, but I’ve seen a lot of the creator’s get on YouTube and I mean they’re, making twenty thirty thousand a month like we’ve died, read the shade like.
I saw all this do this, but I read the shade, like literally go for nothing to jump on buying a new g-wagen moving his family from one part of the LA to it in the best part of LA and we’re all the parties, because we like we’re Seeing this and I’m like bro, I’m so proud of you just out of nowhere just start to blow up even lana the –, i’m running a lot of the the two girls famous ocean and kungfu.
The two sisters like they have literally they did nothing like – went that they had like almost 300,000 subscribers on youtube and they didn’t even create, but they just started to create these dope articles and like one hit, and we did a prank actually, if this our last Week came from a prank, she did like this prank on her boyfriend. He got really mad. He was like he’s like. I tried to get him down, and this happened, but that article is about to hit a million yeah about the hit of million views.
Is that six hundred, maybe several hundred K now in like a few days and that one article has made, is making like thousands of dollars and I’m like y’all, you see if you create creating, can’t keep pumping and she pumped the next article. It went like a hundred thousand like two hours like if using I keep pumping I’ll keep pumping, keep pumping cuz, that’s money in time. We all have these goals yeah, I want to buy g-wagen.
I want to move your family here. Y’All want to live in these condos, it’s so easy to do because YouTube and came to become like that residual base of your life, where you know you’re going to get 5,000 to 10,000 a month, and then you can go and create yeah just off that article. In doing those articles, that’s going to make you go viral they’re already going viral just to copy. You know it’s so easy to do it.
You sit here and put a ring light up and do whatever it is, and just pranks challenges vlogs like because people wanted their fans can see another perspective of their life. They see the inside. They really want to read that you know and that’s why YouTube is it’s hard though it doesn’t convert, don’t think you’re going to go on Instagram and didn’t blow up your YouTube. No, it’s a whole other different algorithm.
It’s a whole nother different way of doing things and once you’ve figured it out, you can master. You could really do some big things with exactly yep, because they just did one for the first time famous ocean kung-fu, and they had to do what’s called lash BAE with these lashes and they want it like this 30-second 10-second clip in the front, and it was Like honey, that’s like well, it goes in the front, it’s like it was like.
How do I say it? How do I do it, so they got paid a couple thousand to do that. There’s a lot of artists right that have a perspective against doing what your influences are actually right. There’s this conversation where a lot of artists feel like you can’t translate over from an influencer to an artist. It’s my true! I don’t understand he still give themselves to believe that the proof is going to put him that hat.
But what do you? I don’t know? What do you say to this statement like? Well? It’s not true, like I know for a fact, because a lot of the because you could take in like you didn’t notice like a lot of the influences, there were artists they blow it like look. Narthex technically was an influencer troll. That’s why he does the things he does, because it is, you know, and you master and you put things out on certain platforms.
It’s going to blow up and they’re really take talents. It there’s. No, I mean, even if you are not talented, you can get a writer and you can go into the development phase and get a dope beat and it can go. You know it’s just because anything can be created nowadays, but then a lot of them were really passionate about music. So if you’re passionate about it, it’s nothing you can. They can do it, you know, and they got some good stuff in the streams in there I mean I have an influencer that I work with Lovato like he was waiting and freaking Philippines doing.
He was on a YouTube stage exposed to event in a in Asia. Like from a song like, it’s crazy, got verified and blowing up as an artist and with no label. None of that just management. Do you think so, obviously he’s moving a lot of people might not know him right, but do you think that maybe they might kill a lot of artists before they even get started by trying to see that type of popularity and for approval that you don’t really Have to have like, oh this art with the guy you talked about, but oh he’s, killing it and what he’s doing and he and there’s more growth to happen.
But another artist might say: oh well, this isn’t a little baby, alright and I’m trying to be a little baby, and I hear – and I want to have this – this traditional type of record label proper popularity that I’ve seen growing up well, it’s a world is so Big and if you leave that concept alone, you’ll make you’ll do well, you look at artists like Russ. Like live, people don’t even know who he is, but he has stadiums that are packed out and he’s making money and without being like this mainstream name, he has a mainstream name was like mainstreaming in certain niches like us.
We don’t. I never was like it’s weird, because the world is so big like a lot of artists who power like when it come from. They have a million followers and they do a show, and people show up like your fan base. As long as you focus on catering to your fan base and everything else will take off – and it’s good to be like that little baby name or like like that arm, whatever the big names, are it’s good to be that? But you know sometimes if you set your own goal and you said you get what you want like you may just your goal may just perform in front of 30,000 and make you know enough money to live like a superstar and you happy and it didn’t do That somehow, I don’t think some people want to be like, like super super stars, but if you tell us it, you really we’re at some point it’s going to come to that point.
You know whose talent will really take you to the next level. I think that’s important this whole idea that people are still in prison by their own, like local geography were in a world where you don’t have to do that. Yeah right and if you have the time when you said you got ta, find your family. And now you can monetize it without even going and overseas, if you don’t really want to, but of course then going overseas get touring checks or yeah.
Whatever kind of show you can do, give you’re just an influencer, but that’s it’s interesting that people are still confined to those ideas where the door is opening. You look in the other direction, yeah. Okay. My last question that I would like to get to it do: is I brand? What does that word mean to you and how do you protect it? Okay, so brand is super important. So it’s uh, it’s like a speaker spotlight that amplifies the perception of what you’re doing not necessary so a product but like how it’s perceived overall to people in this also like a culture in a way like the experience.
So the brand is like a culture experience. This is like a speaker, that’s speaking, that’s amplifying everything about you, what you’re doing or what you have to offer with a spotlight on it. Yes, because you’re kind of choosing that amplification area versus the other aspects of you myself, all right, just like Apple in a way Apple Bryn is not the iPhone or the iPod is the brand, is the coolness of the product.
The way it’s perceived like? Oh I’m going to getting the Apple, because this is the best for creativeness. It goes beyond the products, even the boxing. Oh, this phone looks cool or the camera like it goes beyond just what it is. How do you protect the brain? Well, you protect your brand by knowing well first doing what’s right in serving the way you should serve and providing a product or service to people the right way and things happen, handle it because all brands go through phase with this bad press, but you just handled It respond, you know or fix a lot of people take like different reviews and different things that they’re saying that’s wrong offensive.
No, it helps you to become a greater greater product, a greater brand, a greater person. So, like I mean you protect it by responding the right way in and adjusting and also being putting yourself in a position to where you could stay relevant. There’s a lot of these brands like go obsolete because they don’t adjust to what’s going on just like Blockbuster and Netflix. You know so you have to be ahead of the curve you have to understand, keep reading it, keep studying, what’s happening in the world and shift what your brand to roll with the flow.
Everybody is keep Dorsey once again, really dope social-media, influencer manager, but obviously an artist manager now, and I think he’s going to be somebody that is just going to be one read over the years and obviously the people connected with them because he’s already killing it already With your IG is young, young buzz doesn’t see you. I know I was going to forget a part of it, so I’m going to put all that.
You know I’m on the bottom of the screen, make sure y’all follow them, reach out to them. Hope they don’t flood you too hard. You know, look it’s all of that. Just do what you need. I can handle it. I can handle it, but this is the first of a series brand or a die again. We’ve talked to meaningful and individuals. Who’ve been a part of building, I’m a great brand or have great insights on branding themselves.
Thank you once again appreciate it. Everybody say too
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What’s the trade-off Bateen drop in one album per year versus drop in two projects per year? Is it really worth it, etc, etc, etc? Let’s get to that answer. So, let’s start with the fact that after the content is fully created and ready to go, there is one thing: that’s most important awareness getting it out to the public as many of the right people as possible.
But then, within that awareness there are three ways that you make that happen. No more uno is effort to is money and three is resources. So when I say resources in this case, it’s a little bit more general we’re talking about people and whatever other random assets. You might have that might be able to benefit to you getting people’s attention now. Let me start here: there is no way I can just drop.
Some kind of one size fits all knowledge saying that you should just drop one project a year or you should drop two projects a year or three projects a year, and that fits everybody. But what I can say is these are some things that you should be thinking about whenever you use up all your primary resources, thinking might miss out on some opportunities now. What do I mean by that? Let’s just say that you spend $ 5,000 on your marketing for your project or you’re single.
After all, that money spent all of a sudden. You just happen to meet somebody and get this huge opportunity for this platform, but they say it costs $ 200. But you don’t have any money anymore. You have to miss that opportunity. That’s just a part of the game. You will miss some opportunities here and there. Obviously you want to keep as much in the chamber as possible for you to take advantage of an opportunity and when I say in the chamber I don’t just mean money.
I mean people to leverage other effort to leverage all the other types of resources. So why is that relevant to this conversation? Well, just consider the fact that you say I got two projects that I’m dropping this year and I’m going to split everything in half $ 500 towards this project $ 500 towards this project. Now, hopefully, it’s more money than that. But the point is: if you do that, you might not be able to give this big of a push that gets it to a certain level.
But if you put a thousand on one project – and you don’t put out the next music, then essentially you are taking less, which means you have less of a chance of hitting on something. If you just drive one project, then you technically taking less shots, which means there’s less chances of you making it be. Everything is a trade-off. So am I say what if I drop this one project and then I drop the second project and all of a sudden, some of the things on my first project started taking off, but I already have another one off: that’s all cool! If you have something catching it’s catching yeah, you might not have the money to double down on it, but remember if it’s really good content, if it’s great content, you actually can make it pop again later now that stuff is out in the marketplace.
You see. What’s working take a step back as you get the money that you need, you can now put it in those places that work the best translation, whichever songs are moving the best on their own, which everyone seem like. Oh snap, this one might be a hit. I didn’t realize it: that’s the song that you’re going to put all your resources back into once you get the opportunity to again it on the bright side, slash not so bright side a lot of times.
We think a project or these songs are going to be huge. This junk is my best material. Oh snap, I had my hoodie on. I was writing all Deeping all that stuff and when we get out to the market, it’s a good and it’s good. It’s good. I got it out the way now I can move on to my new stuff. So that’s a positive in that way. If you win or you lose, you just have to stay agile and that’s the most important part right.
You always want to be able to use some of your resources to get the amount of information you need, but hopefully have enough in the chamber to double down on what you need to. But if you can’t do it immediately, at least you got the information on what worked for you and which singles might be worth pushing further than you already pushed them, and now you got ta put in that work. That’s just a reality of the game.
Let me go find some money somehow I don’t know what you do for your money but go and do it and then bring it back to your project. More specifically, the singles that are working right now to push a whole project at the very beginning and how all of the gifts out there once is not the most effective use of your money. The most effective use is yeah drop, a project, but let’s see which of these singles are worth pushing further and then, when they see they love.
This thing will they’ll check out the rest of it. We all know how that goes at this point and we know LMA song took off over a year later and we know juice world song really took off, maybe like six to eight months later, you have time to go back, REE up and then bring it back Home, so what I say for the newer artists, especially if you aren’t really in the system with a manager – that’s well connected or you’re able to get on a lot of these big playlist cuz.
You have all these industry connectors or whatever just drop more music to projects, and one year is not really that much, especially since two projects just means, like 14 songs, for a lot of people these days. The only thing that’s truly important is how you’re able to manage the resources that you have. Let the people decide whether they like the music or hate. It they’ll figure that out it’s up to you to take that information and use your resources to give them more of what they like and even more than that, take what they like that you’re doing and give that thing to more people.
But of course, y’all get that already y’all, so smart looking job and don’t forget every Sunday for the rest of this year 2018. I will be answering questions on IG, so follow me at brandman, Shawn and other than that. You, like this article, go ahead that like button even like it, you might as well share it and if you’re not subscribed, you know what to do hit that subscribe.
I believe this is a significant shift in the market. Now Warner Music has teamed up with an agency that specializes in influencers influencers okay, so this is showing what the market is valuing, they’re valuing what influence can bring to the table.
Reason being is because, with this deal, Warner has signed on 60 top social media influencers along with 3,000 micro influencers, and not one single mention of a musician in this story. So what does this mean for? You may have been trying to gain notoriety in the industry. You may have been trying to become a popping artist make music that you think is trendy. What this is telling is that the market is valuing being able to cultivate an audience, build a community and influence their engagement and purchasing decisions.
Those things are highly valued in the industry. I mean it’s everything that an artist could truly truly want to be able to do. You want to be able to cultivate a fanbase. You want to be able to build that community and you want to be able to influence them to actually engage in your content or consume your products in your music. Ultimately, so these are things that artists can learn from an influencer.
How are they cultivating this audience? How are they building the community and what methods are they using to influence the engagement and consumption of this community? Ultimately, influencers are obtaining things that artists desire, so that leaves a lot of room for things to be learned from influencers by artist. So take note where you can outside of that. Let us know your thoughts in the comment section below.
Did you ever have a mind shift of like wow? I need to become an influencer now or do you just really kind of dismiss it in the end and just think you need to focus on the music. My personal opinion is: there’s a lot that can be learned, but definitely remain the artist that you are but see what you can incorporate from influencers. That can benefit you in the end. Beyond that, be sure to share with a friend like a subscribe.
Once again, my name is to go from music id TV, and this is you, the news Saturn
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Com. This particular clip is with Russ B. What are we talking about a subject that a lot of artists don’t get into enough? It’s more than just. How do I build a fan base on Instagram, it’s more about? How do you choose where you blow up? It gets so much deeper and nuanced.
So I’m going to go ahead and let Russ V talk and then I’m going to give you all some gems at the end. So you know you know how in another, in other paths like you know, if you’re trying to be a doctor or a lawyer, there’s kind of like a set path or patterning or things that you need to do like you need a good I school or college Or grad school in it, you know, there’s like there’s a way to track your progress per se.
Yeah, there’s like a lot of different things that you know as an artist that you can that you can do that. You might, you might not necessarily know if they’re like the right things to do, or it’s just just a lot of different things that you can do like performing trying to get on somebody’s tour or you know, going and network out with music executives or like really Honing and focusing all your attention on social media like just a lot of different things that you can do so.
My question to you is with, I guess some of the stories and comic story that you’ve heard recently. What are some of the most important avenues? I guess I’ll call them to like focus on when you’re trying to you know when you want to come up trying to do it and make it for yourself yeah. Well, obviously the elephant in the room is social media. You know, that’s the most obvious. I don’t think social media is everything some people preach that it’s Dan they’re everything I don’t believe is everything, but I believe you know it is what it is and you do have to play to it.
After that, I would say really just really just um like creating. I feel like a lot of artists, are waiting on like a label or like to be big to like actually monetize the dip themselves and actually like create their brand identity. I think that some artists should be doing on the ground level. I think you should in in 2019. I don’t care if you have seven fans. If you have seven fans, you need to sell seven t-shirts.
You know I’m saying you need to you need to like brand yourself now, because that’s actually the whole game. You know you look at like Travis Scott’s and everything and they’ll sell 500,000 and actually sell 500,000. He was selling clothes. Nikki was right, you know I’m Sam, but that’s actually the way these artists coming in the game now, especially like going into like this next decade, like yeah artists, should you know our artists with a thousand fans without a deal should be selling like 200? Something 200 pieces of experience to two hundred people.
You know um and I think once artists really have that mindset of just like complete independence and just like figuring it out like like, like a real business. That’s really like that’s really the route to go. You know what I’m saying so as far as like. What’s most important, I really can’t say anything is more important. I’ll tell you one thing: as an independent artist, don’t focus on radio, don’t focus on television um! Those things.
Are they don’t matter boy? As far as the club’s you can you know without the clubs but depending on where you live, I wouldn’t suggest it. You know you said you’re in like Idaho, I’m in the Iowa right now so Iowa you can skip out on the clubs yeah I mean like that’s, not good, [, Laughter ]. You can probably skip out on the cloud, but you know it also really depends on the artist man. I can’t stress that enough.
Some artists are YouTube’s dream. Some artists are Spotify as dream. Some artists are: are the shit on Twitter? Look at lil Nozick’s, some artists. You know is really depend on the artist. You know some artists are hard. Are you know? It really just depends on the artist man, because, depending on what you’re talking about who you’re talking to all of these different things, that’ll tell you where you belong.
You know if you’re, if you love dancing and you’re 16 years old, and you rap I’m not going to tell you, go to Twitter, I’m going to tell you go tick-tock, you know what I’m saying I’m going to tell you go to Triller, I’m not going to Tell you go to Twitter in there, so it really depends on who you are and um. You know the type of music you’re making and all of that alright, alright, I got a start here.
Brush v said something that was, it was pretty big. I don’t know if you caught it, but he said. Branding yourself is the whole game. Today he said go ahead and get that merch started. You have seven fans, you should be able to sell seven shirts and get that whole business in line, because branding yourself is the whole game. Is that true? I wonder I know a lot of people are wondering that, yes, it is true in so many ways when we look at the fact that so many of the artists are looking at.
How do I flip the brand that I built into actual income when we look at the top of the Billboard charts and that’s where artists, even the big artists, will have a whole lot of streams right? Who have all these record sales quote-unquote, whatever they’re? Still looking to monetize outside of music, you need to be building your infrastructure to do that as soon as possible. It doesn’t mean that you can’t focus on building your music and getting your streams.
First, a lot of people still need to start there, but at the same time breath you got to monetize right and to monetize, and especially, if you want to consider yourself independent means you have to have business systems in place. You have to know what your merge plan is going to look like you, don’t have to sell merch immediately but know what the plan is going to look like start getting into those designs.
Get an idea of what your system would look like other things that you can sell on other ways that you can monetize outside of just a regular tour show right. Can I do private sessions with my fans somehow online? How can I connect with them and what kind of calls can I do? Maybe there’s there’s so many different things that you can touch on. Maybe I do shoutouts to my fans, birthday shoutouts was my friend fans they charge, for maybe I don’t charge for it.
There’s so many ways to flip this, you know, maybe you can write little custom songs for your fans, there’s so many ways to flip it, but you have to get those business business systems in place and see the opportunities because, especially as an indie right, you want To be able to figure out how you’re going to bring in more income – and you are a business and your brand is the core of how you flip that brain, because we’re not working on needs.
This is Anna knees markets where we’re selling soap, or I mean you know some people argue that your needs so but we’re selling – I don’t know some medicine or something like that that people need to live. They don’t need your music, so you need to have a brand that makes them want to make some kind of exchange with you. That’s first and foremost, we got to start there. Of course, there’s some people who just have music and most of their business and is built on selling music through placements and and you know just scoring and in so many other ways of monetizing music, where you don’t have to be a front facing artist.
But if you want people to see your face as an artist and you’re building that type of brand, the typical celebrity artists brand, whether it’s a huge, celebrity or a minor, celebrity you’re trying to build a brain, and that is the core. That’s what it’s all about. Now something else I know, a lot of people are really weird on this pick, your platform everybody’s, like you know. Why are we even talking about this? Because we already know what the platforms are? We already know that you need to be on IGN YouTube or we need to be on.
I don’t know, maybe tick tock today. I know that that’s what some people are thinking, but the reality is no. You need to be able to reverse engineer and we’ll talk about that in a second, your particular brain, and how you decide where your particular brand and fan base will lead you to a particular platform. Why is that? If well here’s a perfect example there’s an artist. I just spoke to we were sitting down yesterday and he was telling me that most of his fans right are on Facebook double his fan base, and this isn’t like some old guy he’s a pretty young guy um and he has there’s a matter of fact.
And it’s not even like he only has a little views on YouTube. He has articles with a million views, but he’s like literally, if my article has 1 million organic views on YouTube, then I have 2 million on Facebook and really, I think one particular article. I probably added up to like 13 million on Facebook went with all the people who shared it to other blogs and other bigger blogs on Facebook. That started to you know posted and get views themselves.
So when you think about this, you got to remember at the end of the day. Where are you the best fit, and I always try to tell people, even if you’re winning a game? If it’s not your game, you’re, probably losing right chances are you’re losing. So what does that mean in this practical situation? That might look like you doing your thing on Instagram, I’m a hundred thousand followers, maybe five hundred thousand followers and getting good engagement and all that stuff.
But maybe if you were doing the exact same thing almost on tik-tok, you might have two million followers and and who knows what your engagement or maybe you should be on YouTube? Alright. So, even if you’re winning don’t get stuck in the fact that you’re winning to keep you from experimenting and finding, if there’s someplace better and don’t just listen to the general places that people are talking about.
Because all of these things at the end of the day are opportunities that we talked about, but they don’t mean that you need to be there and that’s the beauty of reverse engineering where you belong. There’s a few questions that you can ask that can help with this. So here they are number one. What are your strengths? Are you really really good with the vigils or your visuals funny? Are they really short and using you’re good at doing that? Really short content? Do you need long-form? Do you do good at telling stories? What are your strengths? Are you really great with lyrics since there’s so many types of strengths figure out what those strengths are number two? Where is your audience? This is a huge one right, your potential audience, not the people that you want to follow you, the people who are likely to follow you.
Where do they spend a lot of attention? But that’s not the last thing because we know there’s, you know big platforms that have some of everybody’s audience. So that’s not the only thing number three. What type of content do you to create? Remember we already talked about whether your strengths. What is that lean towards this should help you and inform you on the type of content that you want to create, because you should want to create something in the lane of your strengths, because it’s going to make it easier.
Not only you to do one article but to create content at scale, and we know that social media. You know quantity is a very real thing. Those simple questions, your: what are your strengths? What type of content do you want to create, and where is your audience? That’s a great place to start, because then you start to look at the platforms and say what are the platforms with all of this criteria in consideration actually speak to these things and where I need to go.
Listen from there and figure it out from there and that’s pretty much it is that simple, because after that, it’s all experimentation. So once again, this is another episode of inside the network. What is inside the network, where we show you inclusive clips and artist sessions from inside brandman network.Com to show you how we go deeper into the artist process? And we can go back and forth as opposed to just answering these one-off questions and get the nuances of whatever your situation is.
So we can give you a custom answer for you, but not just a custom. Q & A session we’re building your marketing strategy with you. We’re building your advertising strategy with you and even greater with so many people need, is just developing your brand, which is the foundation that you do the rest of that mess on top of in the first place. So keep that in mind, especially if you’re an artist on a budget, you can’t afford a full-time marketer.
We help develop you into the systems that can market for you. We become your ongoing marketing and business managers and mentors. So we can help you build those branding and marketing systems where you don’t have to actually need a full-time marketing manager. You can do these things yourself, but it takes true progress and guidance versus just taking random information and trying to piecemeal it together and then starting back at square one after a year, hard time of work.
We’re seeing artists make far more progress in four months than they made in one or two years of just reading or in consuming random information from other places on the internet. That’s another episode of inside the network. Thank you. There are a couple of calls. What’s been your impression of the network or your experience so far, you like it man, I like how there’s the cause I mean only joined like less than a week ago and I’ve already.
This is my third call already so like I feel like it’s very you’re. Very approachable like if I had an urgent question: I’ve run out of questions already.
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