Hey, I'm brand-spanking new to this. Well, actually, it's been a week or more since I bought the course and started going through it, but my schedule has been insane, so it's a bit tricky fitting it all in, but I'm trying my best to plug away at it.
Anyway, I haven't gotten through the whole thing, so pardon me if any of this is redundant, but I'm wondering if anybody could give me some advice. I'm currently working on my first solo album, and it's going a bit slow, but that's fine - I knew it would. I'm working on a couple of projects from now until march (directing a play and writing and performing music for a different play - just being a professional artist, baby), and so I'm planning the album release in march. Until then I'm recording bits and pieces here and there (I have home recording down to a science by now, so I'm doing most of it myself), and I have a pretty good plan for the album release, on the local front (I'll report on that for you guys when the time comes). And of course I'm going to implement all that great MMM goodness.
I do, however, have an old album that I recorded with an acoustic duet years ago, that hasn't really sold much at all, and I was thinking I could use that to try the system out, and hopefully build my list before my new album comes out. It's not an album that I would be satisfied with today, but it's got a certain charm, and I think people who like what I'm doing today would get a kick out of it.
The problem is, the artist name is different. So I've been scratching my head about how to approach the copy and getting people on a list that's essentially for a different thing. Not that there's a huge difference - I wrote 12 out of 14 songs on that album, and I sing 13 of them. And my partner in that duet certainly doesn't mind. But it's a bit of a branding dilemma, and I'm wondering how to approach it. Any advice?
Also, I'm thinking of what to do as an upsell. I definitely plan on either setting up a membership site or a Patreon campaign at some point in the future (leaning more towards Patreon for simplicity's sake, but we'll see), and I certainly have a ton of old material to put up. I was thinking I'd start writing, recording and posting regular stuff on YouTube (music videos, basically), plus a private Facebook group, exclusive online concerts, demos and things. But there's no way I'll have time for any of that until after these huge projects I'm doing now are done, so I don't think I can do those as an upsell right now. So I thought I might offer a preorder of the upcoming album. That would also force me to set a release date, which would be good for me, because I've been procrastinating on this (because of certain insecurities and stuff) for many, many years. I thought I would make it more enticing by A. offering a discount, and B. offering the preorder customers to have a hand in which songs actually go on the album, because I'm actually recording 15-16 songs, but only putting 10-12 on the finished product (the rest will be online bonus material, to get people who buy physical copies at live shows to sign up for my list, for example). My only concern is this: Is it way too soon to ask people to preorder an album that's not coming out for at least 4 months?
Well, this is a very long question... Hope I haven't rambled on too much.
Love the course, so far. Thanks for all you're doing for independent musicians, John.
Cheers!
Hey Eyvindur, great to have you here. Sounds like you've got your hands full 🙂
Regarding the old album and the branding issue: You could definitely use the album to test the strategy. Just put a heavy emphasis that the communication is coming from you. Make the band name very secondary. That way people will feel connected with you and shouldn't have much of a conflict when you ask them to buy an album from one of your projects. This does water things down a bit, but I don't think it should cause too many problems. And then you can just explain that you have a new solo album when the time is right, and in that process you can refocus your brand.
As for the upsell: There are no real rules here and you can try anything. A pre-order as an upsell doesn't strike me as the best approach though. My thinking is that people have just let go of their credit cards and are excited to "get some stuff". With that resistance down it is easy to ask them to buy "more stuff" for an even better deal. However if they aren't getting any "stuff" right now, I could see people passing. That's just my gut reaction though. I could totally be wrong. The easiest upsell is "more of the same for less", or better/faster/cooler/stronger. I'm not sure a pre-order lines up with any of those.
That said, I think a pre-order well in advance might totally make sense as a stand alone promotion in which you are asking for help from your fans.
Hope that all helps. Keep us posted on your progress.
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Yeah, that makes sense. The preorder might be better suited for an existing list, you're saying?
I might reconsider pulling a couple of late nights to cram some old demos and live recordings into a membership site. Patreon requires more of an ongoing thing, at least weekly, is my feeling, and I know I won't have time for that. For a membership site I could probably get by posting a couple of things per months, plus FB group and Google hangout... Right?
If it comes to that, I don't suppose it's the end of the world if I don't have an upsell for this particular album, since I'm more focused on building my list at the moment than actually making serious money off it. Also, it never really sold at all at the time (we didn't really do anything with it), so if I can just get it out to a few people and stop thinking about how royally I messed that release up, I'll be happy.
As for my hands being full, you have no idea. This week I started that theater project I'm writing songs for, and that goes on for two more weeks, before we take a break until February, and in the meantime I'm directing a musical. All the while I still need to do my other job, which is translating for TV subtitles. I've been so exhausted this week!
But now I'm almost through the worst of it, and I'm so happy to be sipping on some nice homebrew (we have that in common, John!), and listening to some guy on StreetJelly. Thanks for pointing that out to me, John, by the way. I'm totally obsessed with SJ.
Sounds great Eyvindur. Yes, if it were me I would save the pre-order thing and run it as a dedicated promotion to my entire list. More like an album release than an upsell.
As far as membership sites go, yes, you have the idea. You don't have to use Facebook groups or Google Hangouts. It's all just a matter of what you want to take on, and what you think you need to keep customers happy. Try to give them as much as possible without adding too much work top your load. Things like groups and forums can become a LOT of work. Ask me how I know 🙂
A fellow homebrew fan aye? I'm completely obsessed. What do you brew?
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Yeah, I think I have the idea sort of down as far as membership sites are concerned. I'll bang something together as soon as I find the time.
I brew most everything I feel like. I do a lot of porters and milds - a big fan of smooth, dark beers. I'm also quite partial to saisons. Right now I have a porter and a norwegian farmhouse ale on tap. Me and some friends have a 200 liter Maker's Mark barrel that we're now getting ready to bottle from for the second time - a funky saison this time. The first beer we put in there was a huge imperial stout. We're getting ready to replace the saison with a belgian quad.
So yeah, all kinds of stuff. 🙂
I'll have to tell you more about my plans to bring my homebrewing obsession into my music marketing soon. As soon as I have spoken to some people and gotten a few things confirmed. 😉
Nice! We're of like minds. I'm a fan of strong and/or dark beer myself. Porters, stouts, barleywines, etc. I have a Foreign Export Stout, a Scottish 60/-, and a Barleywine on tap at the moment. I'm super obsessed with the hobby. It's my escape from all this marketing stuff, which can get a bit stressful when you do it on the scale that I do.
I got a side job (just for fun) as the beer writer for a New Zealand magazine. That's been a lot of fun. I get to interview all the brewers that I admire, visit the breweries, go to the awards, etc.
We just had the big national homebrew competition here this weekend and I got four silver medals and one bronze, with three of them being best of class. So that was pretty cool.
And yeah, keep me in the loop on your brewing/marketing plan.
Good stuff.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.