diff --git a/.gitmodules b/.gitmodules new file mode 100644 index 0000000..2f4e252 --- /dev/null +++ b/.gitmodules @@ -0,0 +1,3 @@ +[submodule "_share/media/sass/sass/org-media-sass"] + path = _share/media/sass/sass/org-media-sass + url = git@bitbucket.org:ronnyabraham/org-media-sass.git diff --git a/_share/media/sass/artist-framework.sass b/_share/media/sass/artist-framework.sass new file mode 100644 index 0000000..4adc576 --- /dev/null +++ b/_share/media/sass/artist-framework.sass @@ -0,0 +1,12 @@ +div.outline-4 > ol.org-ol > li:first-of-type + font-weight: bold + font-size: 1.2em + color: green + text-transform: uppercase + +div.outline-text-5 + font-weight: .5em + font-size: normal + color: brown + + diff --git a/_share/media/sass/sass/org-media-sass b/_share/media/sass/sass/org-media-sass new file mode 160000 index 0000000..81ab286 --- /dev/null +++ b/_share/media/sass/sass/org-media-sass @@ -0,0 +1 @@ +Subproject commit 81ab28665924e14c9fabbe78a56bfa8563583d82 diff --git a/_subsections/fullcourse/09-keyword_research/c01-flip_industry_approach.org b/_subsections/fullcourse/09-keyword_research/c01-flip_industry_approach.org index a82a0cc..5fe7eca 100644 --- a/_subsections/fullcourse/09-keyword_research/c01-flip_industry_approach.org +++ b/_subsections/fullcourse/09-keyword_research/c01-flip_industry_approach.org @@ -1,5 +1,5 @@ #+title: keyword research 01: flip the industry -#+HTML_HEAD: +#+HTML_HEAD: * Links #+attr_html: :class links @@ -23,33 +23,38 @@ independent artists have to build up their assets - allocate money to videographer instead of marketer +** paid traffic vs music video +#+attr_html: :class two-column-desc +| paid traffic | music videos | +| any traffic that's paid for | winning products | +|----------------------------------------------------------+-------------------------------------------------------------------------------------------------------------------------------------------| +| no guarantee beyond impressions | digital asset for life | +| potential 2.5 return (most 1%) | infinite potential return | +| pushes art in front of people instead of attracting them | shows stage presence, performance art, data (comments and subscribers). All of which attracts promoters, investors and engaged audiences | + ** music videos - digital asset for life - infinite potential return ** single vs mutliple releases -*** single -- one hit wonder -- simplistic brand representation -- one shot at a producer-market fit - -*** multiple releases -- prevents +#+attr_html: :class two-column-desc +| single | multiple | +| one music video in your catalog | building a foundation before a high traffic release | +|------------------------------------+-----------------------------------------------------| +| prone to the one hit wonder effect | prevents the one hit wonder effect | +| one stable in an artists career | can compose an interconnected matrix | +| simplistic brand representation | can set a brand trajectory and narrative | +| one shot at a product-market fit | more product-market fit opportunities | ** short form vs long form -*** short form -- snippets get lost in translation -- authenticity is compromised -- brand subject to projections - - high churn rate -- distracts artist from artistic intention - -*** long form content -- gives a full take on record -- greatest expression of a record -- establishes clear brand identity - - set it and forget it -- is the primary medium for visual art +#+attr_html: :class two-column +| short form | long form | +|---------------------------------------------+--------------------------------------| +| snippets get lost in translation | gives full take on record | +| authenticity is compromised | greatest expression of a record | +| brand subject to projects (high churn rate) | establishes clear brand identity | +| high churn rate | set it and forget it | +| distracts artists from artistic intention | is the primary medium for visual art | *** apps - tiktok was effectively used organically to 70k subscribers diff --git a/_subsections/fullcourse/11-high_traffic_strategy/c01-high_traffic_formulas.org b/_subsections/fullcourse/11-high_traffic_strategy/c01-high_traffic_formulas.org index c7c6a3a..c96a523 100644 --- a/_subsections/fullcourse/11-high_traffic_strategy/c01-high_traffic_formulas.org +++ b/_subsections/fullcourse/11-high_traffic_strategy/c01-high_traffic_formulas.org @@ -4,6 +4,229 @@ * Links #+attr_html: :class links - [[../../../toc.org][TOC - Artist Framework]] -- [[../../../_data/video/c10.mp4][video]] +- [[../../../_data/video/c11-traffic_strategy-01.mp4][video]] * notes + +** master list and customer lists +| **Category** | **Master List** | **Customer List** | +|--------------------|----------------------------------|----------------------------------| +| **Definition** | A **complete, centralized** database that includes **all leads, prospects, and customers**. | A **subset of the Master List** that includes **only active or past customers**. | +| **Who is Included?** | Leads, prospects, trial users, former customers, and active customers. | Only paying customers or users who have completed a transaction. | +| **Purpose** | Manages all potential and existing customer relationships. | Tracks sales, support, and retention efforts. | +| **Data Points** | Name, email, phone, purchase intent, engagement, lead score, sales interactions. | Purchase history, last purchase date, total spend, subscription status. | +| **Use Cases** | Marketing, outreach, lead nurturing, upselling. | Sales tracking, customer service, loyalty programs. | + +*** Key Takeaways +- **Master List** = Everyone (Leads + Prospects + Customers). +- **Customer List** = Only Paying Customers +- The **Master List** helps in marketing, lead nurturing, and sales +- The **Customer List** helps in tracking retention, loyalty, and customer service. + +*** Flow Table +| **Source** | **Destination** | **Conversion Rate** | +|------------------------|---------------------------------|----------------------------------| +| Master List | Shopify / Wix (E-commerce) | 5-30% open rate, 5% click rate | +| Master List | YouTube (High-Traffic Videos) | 5-30% open rate, 5% click rate | +| Master List | Streaming Platforms | No data provided | +| Streaming Platforms | YouTube (High-Traffic Videos) | No data provided | +| YouTube | Shopify / Wix (E-commerce) | 1-5% click rate | +| Shopify / Wix | Email Opt-in / DTC Sales | No data provided | +| Email Opt-in | Master List | 20-80%+ conversion rate | + +*** Are These Numbers Realistic? +**** Master List → Shopify/Wix (5-30% open, 5% click) + - These numbers are within the expected range. The average email open rate is typically *15-25%*, and a *5% click rate is standard*. + +**** Master List → YouTube (5-30% open, 5% click) + - The open rate is realistic, but *YouTube click-through rates are usually lower*. A *5% click-through rate is high* for directing traffic to a YouTube video. + +**** Master List → Streaming + - No data was provided, but *click-through rates for music streaming tend to be lower* than e-commerce. + +**** Streaming → YouTube + - No data was provided, but *direct conversions from streaming platforms to YouTube would likely be low* unless explicitly promoted. + +**** YouTube → Shopify/Wix (1-5% click-through) + - These numbers are reasonable. Standard YouTube link click-through rates for e-commerce are typically *0.5-3%*, but an engaged audience can push it higher. + +**** Shopify/Wix → Email Opt-in + - This is expected, as most e-commerce platforms *collect emails at checkout* or through promotional offers. + +**** Email Opt-in → Master List (20-80% conversion) + - The range is too broad. If this refers to *adding collected emails to the Master List*, then *80%+ is reasonable*. + - If this means *converting email subscribers into customers*, then *20-80% is too optimistic*. + - Typical customer conversion rates from email marketing are *1-10%*, not *80%*. + +*** Master List Table +| **Category** | **Data Field** | **Type** | +|-----------------|-----------------------------------|------------| +| Contact Info | Contact ID | UID | +| | First Name | String | +| | Last Name | String | +| | Email | String | +| | Phone | String | +| Engagement | Lead Status | Enum (Lead, Prospect, Customer) | +| | Last Interaction | Timestamp | +| | Preferred Contact Method | Enum (Email, SMS, Phone) | +| | Engagement Score | Integer (0-100) | + +*** Customer List Table +| **Category** | **Data Field** | **Type** | +|-----------------|-----------------------------------|------------| +| Contact Info | Customer ID | UID | +| | First Name | String | +| | Last Name | String | +| | Email | String | +| | Phone | String | +| Purchase Data | Purchase History | Array (List of Purchases) | +| | Last Purchase Date | Timestamp | +| | Total Spend | Float (Currency) | +| | Loyalty Tier | Enum (Regular, VIP, etc.) | + +** Pyramid Structure of the Music Business Model +*** Foundational Releases +**** Definition + Core music releases that build an artist’s catalog and establish credibility. +**** Examples + - **Albums** (Full-length projects) + - **EPs** (Shorter collections of tracks) + - **Singles** (Strategic individual releases) + - **Remixes & Alternate Versions** (To expand reach and playlisting potential) +**** Notes + These releases serve as the foundation for **streaming growth, fan engagement, and content repurposing**. + +*** High-Traffic Releases +**** Definition + Music or content specifically designed to **attract attention, generate buzz, and maximize reach**. +**** Examples + - **Music Videos** (High-production, visually compelling content) + - **Collaborations** (Features with larger or similarly sized artists) + - **Social Media Challenges** (Songs tailored for TikTok, Reels, etc.) + - **Viral Content & Memes** (Tracks with strong shareability) +**** Notes + These releases **increase exposure** and drive fans toward **streaming, email lists, and direct sales**. + +*** Links in Video Descriptions +**** Definition + The **marketing infrastructure** that directs traffic from content to monetization points. +**** Examples + - **Streaming Links** (Spotify, Apple Music, SoundCloud) + - **Merch & Album Store Links** (Shopify, Kunaki, Bandcamp) + - **Tour & Ticket Links** (Eventbrite, DICE, Bandsintown) + - **Email List Signup Forms** +**** Notes + **Strong CTA (Call-To-Action) placement** in video descriptions ensures fans follow through on **purchasing, streaming, or subscribing**. + +*** Shopify & Kunaki +**** Definition + The **monetization layer** that turns traffic into **direct-to-consumer revenue**. +**** Sales Channels + - **Digital Album Sales** (MP3, FLAC, WAV) + - **Physical Albums & Merch** (Vinyl, CD, T-shirts, posters) + - **Print-on-Demand** (Kunaki for CDs & Vinyl, Printful for merch) + - **Fan Bundles** (Combining digital & physical items for added value) +**** Connected Platforms + - **Streaming** (Spotify, Apple Music, SoundCloud) + - **Social Media** (Instagram, Facebook, YouTube) + - **Email Marketing** (Mailchimp, ConvertKit, Drip) +**** Additional Monetization + - **Streaming Royalties** (Passive income from plays) + - **Ticket Sales** (Concerts, live shows) + - **Sponsorships & Brand Deals** (Partnerships with companies) + +*** Key Takeaways + - **Foundational Releases** provide a **long-term catalog** for engagement. + - **High-Traffic Releases** generate attention and **bring fans into the ecosystem**. + - **Links in Video Descriptions** drive **traffic to monetization points**. + - **Shopify & Kunaki** provide **direct income streams** beyond streaming royalties. + +** Artist Team +*** Marketing + Responsible for promotion, branding, and fan engagement. + +*** Common Vision + Ensures all team members are aligned with the artist’s goals, sound, and career trajectory. + +*** Team Building + | Role | Responsibilities | + |-------------------|-----------------------------------------------------------| + | Artist | The central figure, responsible for creating and performing the music. | + | Producer | Oversees music production, sound design, and song arrangement. | + | Engineer | Handles recording, mixing, and mastering to ensure high-quality audio production. | + | Advisor(s) | Industry professionals or mentors providing strategic guidance. | + | Manager | Coordinates business decisions, partnerships, bookings, and long-term career strategy. | + | Graphic Designer | Designs cover art, merchandise, and visual branding elements. | + | Director | Creates and oversees music videos, visual storytelling, and content production. | + +*** Additional Roles + | Role | Responsibilities | + |-------------------|-----------------------------------------------------------| + | Publicist | Manages media outreach, interviews, and PR campaigns. | + | Social Media Manager | Handles digital engagement, content scheduling, and fan interaction. | + | Booking Agent | Focuses on securing live performances and tours. | + | Legal Advisor | Ensures contracts, rights, and intellectual property are properly managed. | + | Merch Manager | Oversees merchandise production, sales, and fulfillment. | + +** formula +- T = (V-C) * A +*** T = Traction +*** V - value + - determined by the perspective of the ideal future audience member or customer + - purchasing decisions: whether to buy a record of yours, stream music, buy ticket is determine by value in the public eye. specifically who'd you be looking to target for traffic streams + - composed of four variables + - V, Appeal: how much do I want this + - introspective consumer querstion + - how much do I want this, what the artist is offering + - first music video they may click + - next music video you offer + - album + - anything you are presenting + - how much does this appeal to my target audience + - V, Exclusivity: where else can I get this + - self explanatory, but powerful when considered and applied to any release + - V, Clarity: how well do I understand this + - how well do I understand this, is the creators intention or emotion getting through to me + - may change how you go about your production + - are you making every use of your clarity? + - V, Incentive: what else is in it for me + - what is the incentive to move forward with this + - adding to spotify playlist + - checking out a video on your artist page + - consider the variables collectively as you build your artists brand + +*** C = cost +- C, Mental Cost: how difficult will this be +- C, Fiscal Cost: how much money must I exchange for this +- C, Time Cost: how long will this take + +*** A = Acceptability +- A, Credibility: how much do I believe you +- A, Affinity: how much do i like you +- A, Disruption: how does this garner my attention + +** artist brand distribution platform +- via websites + - ecommerce + - shopify + - wix + +*** major issues +- traffic + - data +- distribution + - sales + +*** systems +- get email from audiences + - notify w/ new material + - find out conversion rate +- predict sales based on collected data + +1. foundational releases +2. high traffic releases +3. links in video descriptions +4. shopify and kunakify + - digital album, vinyl, cd, merch and digital/phsical product sales + - spotify, itunes, soundlcoud, instagram and email + - steraming, ticket sales and other deals and partnerships diff --git a/_subsections/fullcourse/11-high_traffic_strategy/c02-control_traffic.org b/_subsections/fullcourse/11-high_traffic_strategy/c02-control_traffic.org index dc049a2..6a4893a 100644 --- a/_subsections/fullcourse/11-high_traffic_strategy/c02-control_traffic.org +++ b/_subsections/fullcourse/11-high_traffic_strategy/c02-control_traffic.org @@ -4,6 +4,6 @@ * Links #+attr_html: :class links - [[../../../toc.org][TOC - Artist Framework]] -- [[../../../_data/video/c10.mp4][video]] +- [[../../../_data/video/c11-traffic_strategy-02.mp4][video]] * notes