How to Reverse Engineer Music Promotion

First, let's just identify the problem.

The problem is you have a new single coming out in a few weeks or tomorrow, or it came out yesterday or last month, and you don't know what to do to get it to the right people who will like it.

You know that they're out there.

Check.

You know the music is good.

Check.

You know that if it were given a chance, it would do well with the right audience.

But the challenge is finding that pathway from the music to the people.

And that's kind of our job.

So we think, well, a Spotify playlist, if it's a big playlist, that could do it.

But those are increasingly harder to get on and decreasingly effective, unfortunately.

Then there's word of mouth, but the attention economy is more competitive than ever.

So getting people to talk about your music instead of talking about politics or pop culture is next to impossible.

Not to mention, it's just not sustainable.

And then there's the dream of going viral, whatever that means.

But everyone is trying to do that.

Big businesses, small businesses outside of the music industry and within.

And then there's the dread of doing something unnatural or cringe on social media.

Then there's maybe paid channels, but those are expensive and don't feel right.

Like shouldn't good music just rise to the top on its own merit? Do all these problems sound familiar to you? So that's the problem.

We've identified the problem.

We don't know where to start and we don't know what levers to pull to promote our music.

So here's my solution.

And this is an exercise I want you to do with me right now.

And we'll do it in real time.