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ronny abraham 2025-02-18 15:42:36 +02:00
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[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

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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

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Subproject commit 81ab28665924e14c9fabbe78a56bfa8563583d82

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_subsections/fullcourse/09-keyword_research/c01-flip_industry_approach.org
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#+title: keyword research 01: flip the industry #+title: keyword research 01: flip the industry
#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../../_share/media/css/org-media-sass/categories/business.css" /> #+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../../_share/media/css/artist-framework.css" />
* Links * Links
#+attr_html: :class links #+attr_html: :class links
@ -23,33 +23,38 @@ independent artists have to build up their assets
- allocate money to videographer instead of marketer - 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 ** music videos
- digital asset for life - digital asset for life
- infinite potential return - infinite potential return
** single vs mutliple releases ** single vs mutliple releases
*** single #+attr_html: :class two-column-desc
- one hit wonder | single | multiple |
- simplistic brand representation | one music video in your catalog | building a foundation before a high traffic release |
- one shot at a producer-market fit |------------------------------------+-----------------------------------------------------|
| prone to the one hit wonder effect | prevents the one hit wonder effect |
*** multiple releases | one stable in an artists career | can compose an interconnected matrix |
- prevents | 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 vs long form
*** short form #+attr_html: :class two-column
- snippets get lost in translation | short form | long form |
- authenticity is compromised |---------------------------------------------+--------------------------------------|
- brand subject to projections | snippets get lost in translation | gives full take on record |
- high churn rate | authenticity is compromised | greatest expression of a record |
- distracts artist from artistic intention | brand subject to projects (high churn rate) | establishes clear brand identity |
| high churn rate | set it and forget it |
*** long form content | distracts artists from artistic intention | is the primary medium for visual art |
- 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
*** apps *** apps
- tiktok was effectively used organically to 70k subscribers - tiktok was effectively used organically to 70k subscribers

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_subsections/fullcourse/11-high_traffic_strategy/c01-high_traffic_formulas.org
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* Links * Links
#+attr_html: :class links #+attr_html: :class links
- [[../../../toc.org][TOC - Artist Framework]] - [[../../../toc.org][TOC - Artist Framework]]
- [[../../../_data/video/c10.mp4][video]] - [[../../../_data/video/c11-traffic_strategy-01.mp4][video]]
* notes * 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

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* Links * Links
#+attr_html: :class links #+attr_html: :class links
- [[../../../toc.org][TOC - Artist Framework]] - [[../../../toc.org][TOC - Artist Framework]]
- [[../../../_data/video/c10.mp4][video]] - [[../../../_data/video/c11-traffic_strategy-02.mp4][video]]
* notes * notes