The New Music Business: Breaking Artists in a Digital World with Johnny Dwinell
Feb 1, 2024
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Johnny Dwinell, music industry key player, shares strategies for converting followers into fans, avoiding traditional record label deals, and the immense opportunities in marketing and business skills. They discuss the shift to independent releases, the impact of Nirvana, the power of music mentorship, the importance of marketing and promotion, exploring memes and remixing, creative promotion in the digital age, and the effectiveness of Facebook ads for breaking artists.
Musicians in today's digital music world need to become business people, marketers, and promoters to succeed.
Targeted marketing and promotion strategies are more effective than chasing viral content or seeking validation from larger numbers.
Repetition and market penetration are crucial for success in the music industry, requiring consistent marketing efforts and a solid strategy.
Deep dives
The Transition to the New Music Industry
The podcast episode discusses how the music industry has transitioned from requiring permission to now allowing independent musicians to release their own music without needing anyone's permission. However, it emphasizes that in today's music industry, musicians need to become business people, marketers, and promoters in order to succeed. The episode highlights the importance of understanding the constantly changing technology and the need for effective promotion strategies to reach the right audience and generate sustainable income. It also mentions the potential for independent musicians in the current digital era and encourages them to seize the opportunity.
The Inefficiency of the Major Label System
The podcast episode discusses the inefficiency of the major label system when it comes to marketing and promoting artists. It points out that major labels often spend a significant amount of money to promote artists to people who will never like their music, leading to a waste of resources. The episode emphasizes the importance of focusing on targeted marketing and promotion strategies that reach the right audience, rather than chasing viral content or seeking validation from larger numbers. It encourages indie artists to concentrate on market penetration in specific regions or markets and to continuously provide content to engage existing fans and attract new ones.
The Key to Effective Promotion and Marketing
The podcast episode highlights the significance of repetition and strategy in promotion and marketing efforts. It explains that reaching millions of people and doing it consistently is crucial for success. The episode draws comparisons to how radio and TV used to repetitively broadcast content, leading to market penetration and widespread recognition. It emphasizes the need to honor the digital platform by creating a solid marketing strategy that focuses on targeted repetition to existing fans, as well as targeting new audiences through paid promotions. The episode also stresses the importance of understanding the audience, using data to intelligently market and tailor content to different listeners.
Importance of Repetition and Market Penetration
The podcast episode emphasizes the importance of repetition and market penetration in the music industry. It highlights how radio used to be the primary vehicle for achieving market penetration, with artists like Reba McEntire acting as Trojan horses to introduce and promote new artists like Tim McGraw. The episode explains that in the digital age, artists need to find ways to replicate the consistency and repetition of radio through platforms like TikTok, where remixes and catchy hooks can help drive familiarity and penetration. It also emphasizes the need for artists to embrace marketing and promotion as opportunities to showcase their creativity and connect with audiences.
The Power of a Growth Mindset in Music Marketing
The podcast episode delves into the significance of having a growth mindset in music marketing. It highlights the importance of mindset as the foundation for successful marketing strategies and emphasizes the need to think differently about promotion and embrace creativity. By shifting the mindset from viewing marketing as a chore or something separate from the artistry, artists can unlock opportunities to reach new audiences and break into the industry. The episode draws parallels between mindset and successful strategies used in other industries like digital marketing and film, encouraging musicians to embrace the challenges and failures that come with marketing and see them as steps towards success.
Johnny Dwinell has been a key player in the music industry with his diverse experiences, including fronting his own band Kidd Gypsy to co-founding Daredevil Production where he’s worked with notable artists such as Tracy Lawrence, Ty Herndon, and Jamie O’Neal. He’s authored two Amazon bestsellers on music marketing strategy and to co-found The C.L.I.M.B. Show, an influential music business podcast.
Johnny shares his insights on breaking artists in the increasingly digital music world. He delves into how artists can transition from the traditional industry model to become successful marketers in today's digital landscape.
Here’s what you’ll learn about:
Strategies for converting casual followers into loyal fans.
Pitfalls of traditional record label deals and how to circumvent them.
The immense opportunities that await artists who adopt marketing and business skills.