12 changed files with 35 additions and 520 deletions
--- a/.gitmodules
+++ b/.gitmodules
@ -1,3 +0,0 @@
 [submodule "_share/media/sass/org-media-sass"]
 	path = _share/media/sass/org-media-sass
 	url = git@bitbucket.org:ronnyabraham/org-media-sass.git
--- a/_share/media/fonts
+++ b/_share/media/fonts
@ -1 +0,0 @@
 /Users/ronny/notes/_share/media/fonts
--- a/_share/media/js/collapsible.js
+++ b/_share/media/js/collapsible.js
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 /Users/ronny/notes/_share/media/js/collapsible.js
--- a/_share/media/sass/artist-framework.sass
+++ b/_share/media/sass/artist-framework.sass
@ -1,38 +0,0 @@
@use 'org-media-sass/categories/business' as * 
 .two-column
  width: 100%
  table-layout: fixed
  th
    text-transform: uppercase
  th, td
    width: 50%
    text-align: left
 .two-column-desc
  width: 100%
  table-layout: fixed
  th, td
    width: 50%
    text-align: left
  thead
    th
      text-align: left
    tr:nth-child(1) th
      text-transform: uppercase
      padding-bottom: 0
      border-bottom: none
    tr:nth-child(2) th
      text-transform: lowercase 
      border-top: none
      font-size: .7em
      padding-left: 1rem
--- a/_share/media/sass/org-media-sass
+++ b/_share/media/sass/org-media-sass
@ -1 +0,0 @@
 Subproject commit 6105a32ff0b689a73fc05329f960a18ea8bea249
--- a/_subsections/fullcourse/09-keyword_research/c01-flip_industry_approach.org
+++ b/_subsections/fullcourse/09-keyword_research/c01-flip_industry_approach.org
@ -1,6 +1,5 @@
 #+title: keyword research 01: flip the industry
-#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../_share/media/css/artist-framework.css" />
+#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../../_share/media/css/org-media-sass/categories/business.css" />
 #+OPTIONS: H:6
 * Links
 #+attr_html: :class links
@ -24,86 +23,36 @@ 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
-#+name: single_vs_multiple
+*** multiple releases
-#+attr_html: :class two-column-desc
+- prevents
 | 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
-#+attr_html: :class two-column
+*** short form
-| short form                                  | long form                            |
+- snippets get lost in translation
-|---------------------------------------------+--------------------------------------|
+- authenticity is compromised
-| snippets get lost in translation            | gives full take on record            |
+- brand subject to projections
-| authenticity is compromised                 | greatest expression of a record      |
+  - high churn rate
-| brand subject to projects (high churn rate) | establishes clear brand identity     |
+- distracts artist from artistic intention
-| high churn rate                             | set it and forget it                 |
+
-| distracts artists from artistic intention   | is the primary medium for visual art |
+*** 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
 *** apps
 - tiktok was effectively used organically to 70k subscribers
 - good opportunity on youtube to focus on art
 ** click through rate (CTR)
 - bleh
 * ABIR NOTES
 ** record labels don't develop new artists anymore like they used to
 - ICE SPICE is an industry plant
  - banging body / banging face
  - rapper girls are very sexualized with the female rappers
  - she's effectively 'betty boop'
  - she got millions of views in no time and that doesn't happen
 - the label is not interested in pouring money into someone
  - unless he is already at 50%
 - the millions they give a rapper is a loan
  - the rapper must use the money to create the image
  - when the company is to recoup the money, the rapper must pay it back out of his 15% profits
 ** metadata
 - algorithmic
 - playlists
 *** how viewers find a video
 - youtube search: 33%
 - other youtube features: 19.4%
 - browse features 19%
 - playlists: 17.7
 *** paid traffic
 - google search: 20%
 - facebook: 15
 - whatsapp: 6%
 ** late stage
 - people that have broken 50
 ** catalog
 - robust catalog
 - long form content
--- a/_subsections/fullcourse/09-keyword_research/c02-a_plus_process.org
+++ b/_subsections/fullcourse/09-keyword_research/c02-a_plus_process.org
@ -1,6 +1,5 @@
 #+title: keyword research 02: a+ process
-#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../_share/media/css/artist-framework.css" />
+#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../../_share/media/css/org-media-sass/categories/business.css" />
 #+OPTIONS: H:6
 * Links
 #+attr_html: :class links
@ -9,9 +8,7 @@
 * Notes
-** maximimize youtube search algorithms
+- hack youtube search algorithms
 - keywords
 - search terms
 ** keywords to use depend on
 - what type of high traffic event you want to create
@ -73,60 +70,6 @@ arranging a matrix of videos that interconnect
  - tags
  - descriptions
 ** video release types
 #+attr_html: :class two-column
 | foundational                                                                          | high traffic                                           |
 |---------------------------------------------------------------------------------------+--------------------------------------------------------|
 | no clearly identifiable high traffic sources to tap into                              | clearly identifiable high traffic source               |
 | goal is to establish and interconnected system of visuals that represent an an artist | high traffic artist                                    |
 | by themselves may receive low traffic                                                 | remix or cover of high traffic artists record /release |
 | any traffic is highly targetable and retainable due to low marketing                  |                                                        |
 ** research
 *** tips
 - use an incognito tab so results are not influenced by search history
  - search primary keywords
  - in the top 5 to 8 videos result titles find the secondary keywords
 *** high traffic
 - search results
  - recently posted
  - high view counts
 *** low competition
 - not populated with high traffic videos
 - not populated with long established ranked videos
 ** keyword
 *** types
 **** primary
 - artist name
 - name of artists record
 - search terms that release a large volume of traffic
  - musical genre
  - musical subgenre
 **** secondary
 - refer to as *anchor tags*
  - used to tie in the video to the top of the first page of search results for the primary keyword of choice
 - found in titles of the top 5-8 results gained from primary keywords
 **** tertiary
 - use to rank in recommended list of a particular video
 - come from the titles of top 5-8 video results in recommended list
 *** use
 **** primary
 - enter in 'tags' section of video
 - place in description and title
 **** secondary
 - placed only in 'tags' section
 - unrelated to description or title of release and only relevant to youtube search algorithm
 * action steps
 ** Keyword Research
--- a/_subsections/fullcourse/09-keyword_research/c03-digital_real_estate.org
+++ b/_subsections/fullcourse/09-keyword_research/c03-digital_real_estate.org
@ -1,6 +1,5 @@
 #+title: keyword research 03: Digital Real Estate - Nurture and Retain
-#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../_share/media/css/artist-framework.css" />
+#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../../_share/media/css/org-media-sass/categories/business.css" />
 #+OPTIONS: H:6
 * Links
 #+attr_html: :class links
@ -8,7 +7,6 @@
 - [[../../../_data/video/c09-keyword_research-03.mp4][video]]
 * notes
 ** artists to look at
 - 10m threshold
  - has to be recent, bc if it's from a while back it's not going to be searched as much
@ -77,7 +75,14 @@
 - no matter how good the youtube strategy is, the compatibility of the video to the search results will determine if the video maintains ranking.
 - if people don't like the video, the ranking will drop
-#+INCLUDE: "c01-flip_industry_approach.org" :lines "40-51"
+
 ** single video vs multiple release
 | single video                       | multiple releases                        |
 |------------------------------------+------------------------------------------|
 | prone to the one hit wonder effect | prevents one hit wonder effect           |
 | one staple 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    |
 ** ready, aim, fire mindset
 - concerned with every detail before getting started with music videos
@ -92,15 +97,6 @@
 - create a robust visual representation of that MVC
 - build a high traffic audience organically until you have to field inquiries from show promoters or other investors who you attract
 ** problem with google
 google ONLY guarantees impressions
 *** it does NOT guarantee
 - views
 - engaged audiences
 - playlisting on other platforms
 - clicks of any kind
 * action steps
@ -116,7 +112,6 @@ Answer these questions for yourself before shooting your next videos, each time
     - The common misconception many have about foundational releases is that there’s reason to be discouraged when they receive little traffic. Foundational releases are exciting opportunities to set a trajectory before high-traffic events are created.
     - Artists can position themselves and create opportunities for high-traffic releases using foundational releases, as even small amounts of traffic from foundational releases can be highly-targeted and retainable.
   - *High-Traffic Releases* are videos that have a clearly-identifiable high-traffic source to tap into. An example is a music video of an original record featuring a high-traffic artist, or a cover or remix of a high-traffic artist’s record.
 2. *If your release is Foundational*, are there any general keywords worth integrating into the metadata of your video? An example is a genre or subgenre of music.
--- a/_subsections/fullcourse/10-revenue/c02-publishing.org
+++ b/_subsections/fullcourse/10-revenue/c02-publishing.org
@ -4,111 +4,6 @@
 * Links
 #+attr_html: :class links
 - [[../../../toc.org][TOC - Artist Framework]]
- [[../../../_data/video/c10-revenue-02.mp4][video]]
+- [[../../../_data/video/c10.mp4][video]]
 * notes
 * Master Copyright vs. Publishing Copyright in Music
 In the music industry, there are **two main copyrights** for every song:
 **1. Master Copyright** (*Sound Recording Copyright*)
   - Covers the **actual recorded version** of the song.
   - Owned by the **artist, label, or producer** who funded the recording.
   - Example: The recording of *"Thriller"* by Michael Jackson.
   - Pays **mechanical royalties, streaming royalties, and sync fees** when used.
 **2. Publishing Copyright** (*Composition Copyright*)
   - Covers the **lyrics, melody, and composition** of the song.
   - Owned by **songwriters and music publishers** (not the artist unless they wrote it).
   - Example: The **chords and lyrics** of *"Thriller"*, regardless of who sings it.
   - Pays **performance royalties, mechanical royalties, and sync fees** when used.
 **Key Differences**
 | **Aspect**        | **Master Copyright** (Sound Recording) | **Publishing Copyright** (Composition) |
 |-------------------|---------------------------------|----------------------------------|
 | *What it protects* | The actual recorded version | The melody, lyrics, and structure |
 | *Who owns it*      | Artist, label, or producer | Songwriters & publishers |
 | *Where it earns money* | Streaming, downloads, CDs, sync | Radio, performances, sync, covers |
 | *Main royalties*  | Mechanical, streaming, sync fees | Performance, mechanical, sync |
 **Example Usage**
 If a company wants to use *"Thriller"* in a movie:
 - They **pay for the Master Recording** (to the record label).
 - They **pay for the Composition** (to the songwriters & publisher).
 ** Important!
 - register your LLC
 - register your assets under the LLC
 * Mechanical Royalties & Streaming Royalties (Quick Overview)
 **1. Mechanical Royalties**
   - Paid to **songwriters & publishers** when a song is **reproduced or distributed** (physical or digital).
   - Applies to **CDs, vinyl, downloads, and interactive streaming** (Spotify, Apple Music).
   - Collected by **Mechanical Rights Organizations (MROs)** like:
     - **U.S.:** Harry Fox Agency (HFA), The MLC (Mechanical Licensing Collective)
     - **U.K.:** MCPS
     - **Europe:** SACEM, GEMA
 **2. Streaming Royalties (Broken Down)**
   - **Mechanical Royalties** (for the composition)
   - **Performance Royalties** (for public playbacks)
   - **Master Royalties** (for the sound recording, paid to labels & artists)
 *** Who Gets Paid for Streaming?
 | **Type of Royalty**    | **Who Gets Paid?**            | **Collected By**        |
 |------------------------|------------------------------|-------------------------|
 | *Mechanical Royalties* | Songwriters, Publishers      | MLC, HFA, MCPS          |
 | *Performance Royalties* | Songwriters, Publishers     | ASCAP, BMI, SESAC       |
 | *Master Royalties*     | Labels, Artists, Producers  | Spotify, Apple Music (via distributors) |
 **Example**
 If a song gets 1 million streams on Spotify:
 - **Songwriters & Publishers** get **mechanical + performance royalties**.
 - **Artists & Labels** get **master royalties**.
 * Sync Placement (Synchronization Licensing)
 ** What is Sync Placement?
 Sync placement (short for *synchronization licensing*) is when a song is licensed to be used in visual media, such as:
 - TV shows
 - Movies
 - Video games
 - Commercials
 - YouTube videos
 - Corporate videos
 - Trailers
 - Podcasts
 ** How It Works
 A *sync license* allows a company, filmmaker, or content creator to legally use a song with their video content.
 The *music creator (artist, producer, or rights holder)* gets paid for the usage.
 ** Types of Sync Placements
 *** TV & Film Sync Placements
 - Songs placed in *movies, Netflix series, Hulu, etc.*
 - Usually high-paying, but competitive.
 *** Commercial Sync Placements
 - Used in *advertising* (Nike, Apple, car commercials, etc.).
 - Can be *huge payouts* if the brand is big.
 *** Video Game Sync Placements
 - Songs placed in *game soundtracks* (GTA, FIFA, NBA 2K, etc.).
 - Can be *recurring royalties* if the game sells well.
 *** YouTube & Online Content Sync
 - Used in *vlogs, influencer content, indie films, etc.*
 - Lower payouts, but can add up over time.
 ** How to Get a Sync Placement
 - ✅ *Work with a Sync Agency or Music Library* (e.g., MusicBed, Epidemic Sound, Artlist)
 - ✅ *Submit Music to Music Supervisors* (people who pick songs for shows & movies)
 - ✅ *Register with a PRO (Performance Rights Organization)* (like ASCAP, BMI) to collect royalties
 - ✅ *Make High-Quality Instrumentals & Vocals* (instrumental versions increase your chances)
 - ✅ *Network with Video Creators & Ad Agencies*
 ** Why Sync Placements Are Valuable
 - ✔ *Can Pay Large One-Time Fees* ($500 – $100,000+)
 - ✔ *Gives Exposure & Can Boost a Song’s Popularity*
 - ✔ *Earns Royalties Every Time It Airs* (Performance Royalties)
--- a/_subsections/fullcourse/11-high_traffic_strategy/c01-high_traffic_formulas.org
+++ b/_subsections/fullcourse/11-high_traffic_strategy/c01-high_traffic_formulas.org
@ -4,229 +4,6 @@
 * Links
 #+attr_html: :class links
 - [[../../../toc.org][TOC - Artist Framework]]
- [[../../../_data/video/c11-traffic_strategy-01.mp4][video]]
+- [[../../../_data/video/c10.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
--- 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/c11-traffic_strategy-02.mp4][video]]
+- [[../../../_data/video/c10.mp4][video]]
 * notes
--- a/toc.org
+++ b/toc.org
@ -49,7 +49,7 @@
 ** the a+ process: keyword research
 - [[./_subsections/fullcourse/09-keyword_research/c01-flip_industry_approach.org][Keyword Research 1- Flip the Industry Approach Upside Down]]
 - [[./_subsections/fullcourse/09-keyword_research/c02-a_plus_process.org][Keyword Research 2 - A Plus Process]]
- [[./_subsections/fullcourse/09-keyword_research/c03-digital_real_estate.org][Keyword Research 3 - Digital Real Estate, Nurture and Retain]]
+- [[./_subsections/fullcourse/09-keyword_research/c03-digital_real_estate.org][Keyword Research 2 - Digital Real Estate, Nurture and Retain]]
 ** revenue
 - [[./_subsections/fullcourse/10-revenue/c01-revenue_streams.org][Revenue 1 - Revenue Streams]]
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