Every day, artists release new music. But there’s a big difference between the artists who get traction out the gate and those who don’t. It’s because the 5% who succeed are doing something different.

In this episode of The New Music Industry Podcast, David shares what that “something different” is.

Podcast Highlights:

  • 00:18 – Shouldn’t I be further along than I am in my artistic career?
  • 01:24 – Focusing on the value we create for others
  • 01:56 – Showing up and marketing stamina
  • 03:52 – You must build excitement for your launch
  • 04:46 – How Hollywood promotes
  • 06:53 – What is the teaser campaign / customer journey going to look like?

Transcription:

So have you ever woken up on any given day, and you feel like, man, I think I should be further along in my music or artistic career. It feels like it’s I’ve been grinding for days, weeks, months, years, maybe even decades.

And I am not getting the recognition I deserve. I’m not getting the success I deserve. I feel like the world is working against me. I feel like I’ve done everything right. I feel like I followed all the steps. I’ve put all of myself into this. And still, and yet, it seems as though I am getting nowhere in my music or my artistic career.

Anyone feel like that? I have felt like that. I’ve had those moments. Some days I do wake up and go, “Why is it that I still don’t have a team? Why is it that I don’t have the revenue to sustain a team? Why does it seem like I’m getting ignored or shadow banned? Why aren’t my books selling more? Why aren’t things going the way I think they should be going?”

Focus on Your Audience, Not on You

And I’m reminded of one critical thing that we’d all do well to remember. We need to focus on the impact, the value, the difference that we make for people and our audience.

We focus too much on ourselves and who we are instead of focusing on serving others and helping them achieve their goals and helping them achieve their desires and helping them get what they want.

Because the greatest rewards, the greatest customers, the most income inevitably comes from you helping more people.

Developing Your Marketing Stamina

Showing up, even when you don’t feel like showing up. Showing up when you don’t even do it perfectly. And I don’t even feel like I’m delivering this message perfectly.

We need stamina. Just because you’ve marketed for a few days, a few weeks, a few months doesn’t mean you should give up, even if you’re seeing no results.

You know, the craziest thing, when you set up a campaign, whether it’s a month-long campaign or a three-month campaign, or whatever it might be, for whatever reason, it’s like the 80/20 rule, most of the results tend to show up in the last 20% of the campaign.

What happens though, is people get 20 days in, or they get 50 days in, or they get 80 days in, and there’s 10 more days to go or 20 more days to go. And they give up right before the results were about to show up. They give up at exactly the wrong time.

Therefore, we need marketing stamina. You must be willing to persevere, to continue. We need to go back to our “why,” we need to go back to our foundation, which is adding value to people. It would be an injustice for people not to hear your music, just as it would be an injustice for me to not talk about my books, because I’ve poured myself into my books.

I created them share with the world, to impact people, to make a lasting difference on people’s lives. The true injustice is not showing up to do the work. Because you stop yourself from having an impact, even if it means changing one life at a time.

That is why we need to show up. And we need to keep showing up when a video bombs. Who cares. It wasn’t that good. Make another video. That is why we need marketing stamina, we must keep running, even when we don’t feel like running. And we must treat it as a marathon. If we treat it like a sprint, we are going to run out of energy.

Building Excitement for Your Launch

This is something I’ve been discovering about marketing campaigns – here it is on a bumper sticker: You must build excitement for your launch.

It sounds obvious. But every day people release things. They release books, they release music, they release collections of poetry, and they expect it to blow up overnight to get 100 purchases or 1,000 purchases or 10,000 purchases and it rarely ever works like that.

Your audience is watching you. They’re paying attention. They are waiting for you to show up where they are with new content and updates.

And most artists do not build up to their launch. They do not build up to their release. They do nothing to build excitement.

We need to take an example from Hollywood. What do they do? They start teasing the release of their latest movie a year out. We as an audience are sitting here and going, “You want me to wait a full year to see your damn movie? I want to see it tomorrow.”

No, you can’t buy it. You can’t go to see it. Because it’s not out.

In most cases, the product is done, by the way. If they’re ready to market it, it’s either done or it’s almost done. There is not a lot left to do. They’ve left themselves enough leeway just in case. But chances are the movie’s done and it’s ready to go.

But they tease it a year in advance, and then a new trailer comes out. And then another new trailer comes out. And then another new trailer comes out.

And in the meantime, the celebrities are giving interviews, but they can’t give away too much about the movie yet. Right? At this point, they’re just building excitement. It’s all about the teaser, the teaser campaign, this thing’s coming. It’s exciting. We can’t tell you too much about it yet. But it’s going to be really cool. And here’s a trailer.

And they go into talk shows. And what do they talk about? They don’t talk about the movie so much, they might introduce the clip, but they go onto talk shows to talk about themselves.

You know, here’s what’s been happening in my personal life. I’m really excited about this. I’m really excited about that. And then that is building up to “Hey, by the way, there’s this new movie, and I think you should check it out. Here’s the trailer.” That’s what it’s building to.

How can we do that as artists? How can we do that as creatives? That’s what we want to start thinking about.

And the trick is, we may not be able to do it at the scale that Hollywood does it, we may not have their budget, we may not have the resources, we may not have the personnel. What we can do set a date into the future. You want to put it at least 30 days, but preferably 60 or 90 days into the future.

This new thing, my book, my release, my tour, whatever it might be, is coming on this day. And that’s exactly what I’m doing right now. There’s something coming on October 31, 2022.

Creating Your Teaser Campaign & Customer Journey

And then you want to think long and hard about what is the teaser campaign going to be? What is the customer journey going to be? How are you going to prepare them for your new release? How are you going to prepare them for your poetry or your music or your book or your visual art collection? What steps are you going to take to ensure that they’re prepared? Get their objections answered.

How do you ensure that they’re excited when your product comes out, and they’re reach to go and purchase it right away.

Think about what pieces of content specifically do we want people to engage in getting to that point, and the most obvious, the easiest thing to do has already been figured out for you. And that’s Gary Vaynerchuk’s method of documenting your journey, right? Today’s stream is titled “documenting your journey.” What am I doing right now? I’m documenting my journey of a launch that I’m doing right now.

David Andrew Wiebe
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