No Standing Zone Ep.1: Unlocking Indie Success: Marketing, Merchandising, and Community with Circa.

Summary

In this engaging conversation, the host and guest discuss the challenges and opportunities in the music industry, focusing on how artists can leverage digital marketing, build communities, and monetize their music through merchandise. They emphasize the importance of owning media, understanding intellectual property, and using platforms like Discord and email for direct fan engagement.

Takeaways

• 🎵 The speaker emphasizes the importance of helping artists make money with their music, highlighting the scarcity of resources in the music industry and the need for accurate business advice.
• 📈 The speaker discusses their journey from being an artist to learning about the music industry, managing a recording studio, and eventually focusing on digital marketing as a way to grow businesses in the music industry.
• 💡 The speaker suggests that artists should focus on releasing singles rather than albums to maximize exposure and promotional opportunities, as singles provide more chances to hit a home run.
• 📚 The speaker recommends that artists should not have dry spells in their content release schedule, emphasizing the importance of consistent music releases throughout the year.
• 🌐 The speaker discusses the impact of TikTok on social media platforms, noting how it has forced other platforms like Instagram and YouTube to offer inflated organic reach, which artists can leverage for promotion.
• 🔍 The speaker advises artists to create content that aligns with what is already popular in their genre, using social media recommendation engines to find successful content ideas.
• 📈 The speaker suggests that artists should test their content organically before investing in ads, ensuring that the content resonates with audiences before spending on promotional campaigns.
• 💳 The speaker highlights the importance of building an 'owned media' strategy, such as email lists and direct communication channels, which cannot be taken away by third parties like social media platforms.
• 💌 The speaker encourages artists to engage with their fans through direct communication, offering exclusive content and building a community that is separate from social media platforms.
• 🛍️ The speaker discusses the strategy of offering free merchandise with paid shipping as a way to acquire new customers, grow email subscribers, and potentially make a profit while gaining exposure.

Q & A

What is the primary focus of the company Entrepreneur?

Entrepreneur primarily focuses on teaching digital marketing to indie artists. They offer three tiers of services: education (do-it-yourself), coaching (done-with-you), and agency services (done-for-you), with a main goal of helping artists make money through e-commerce and merchandising.

Why did the founder of Entrepreneur start making videos on YouTube?

The founder started making videos on YouTube to counteract the false information he saw online about the music industry. He felt compelled to provide accurate advice and help artists navigate the industry more effectively.

What is the significance of the term 'Arbitrage' in the context of Entrepreneur's agency services?

In the context of Entrepreneur's agency services, 'Arbitrage' refers to the process of leveraging the unrecognized potential of artists' fan bases to generate additional revenue, particularly through e-commerce and merchandising.

How did the founder's background in the music industry influence his approach to Entrepreneur?

The founder's background as an artist and his experiences managing a recording studio gave him insights into the inefficiencies of the music industry. This led him to apply digital marketing strategies to help artists grow their businesses.

What is the main challenge the founder sees in the music industry regarding intellectual property?

The main challenge is that the music industry is not transparent, and the control of intellectual property (IP) is often misaligned with the interests of individual artists. Major labels and publishers tend to accumulate IP, which can limit artists' opportunities to profit from their work.

What advice does the founder give to new artists regarding the release of music?

The founder advises new artists to focus on releasing singles rather than albums to maximize exposure and promotional opportunities. He also emphasizes the importance of consistent music release to avoid dry spells.

How does the founder view the role of social media platforms like TikTok, Instagram Reels, and YouTube Shorts in music promotion?

The founder sees these platforms as opportunities for artists to gain inflated organic reach. He suggests that artists should use these platforms to create and share content that aligns with what is already popular in their genre.

What is the founder's strategy for testing content on social media before moving to paid advertising?

The founder suggests that artists should first create a lot of content, identify what works well organically, and then test that content on ad platforms. This approach ensures that the content resonates with audiences before investing in paid promotion.

How does the founder describe the concept of 'owned media' and its importance in marketing?

Owned media refers to direct contact with fans, such as email lists and SMS, which cannot be taken away by third parties. The founder emphasizes the importance of building and maintaining owned media as it allows artists to have direct control over their fan base and marketing efforts.

What advice does the founder give on setting up a merchandising strategy for new artists?

The founder advises new artists to start with a tangible product like CDs or vinyl, price it appropriately, and sell it directly to fans. He also suggests using print-on-demand services for initial merchandising to test the market and avoid upfront costs.