 What's up? I just want to give you a quick heads up when I'm talking in this clip My voice is distorted So I want to make sure you're able to adjust the volume for your ears or whatever make sure they don't hurt But the conversation is too good for you not to hear it So we went ahead and made the clip anyway This is from episode four of no labels necessary the future episodes are just fine audio wise check this out The information is too good to miss Does pre-release marketing matter anymore so I asked us net and Obviously, we just talked about three three releases, you know, I'm saying like from Taylor Swift and Drake and then you talk about Billy McFarland doing this for this This show pre-release marketing 1,000 percent matters, but I think what we are experiencing is we're in a space Where you also can get amazing results without pre-release marketing Yeah, because one we know a song could be out a year or two years before it has its pop moment so If it did have a pre-release, it didn't probably have much of effect in regard to that but to We see We're in a space where you can have a song on tick tock You just drop a snippet and in a snippet goes so crazy and has nothing to do with your pre-release And it's gonna be successful as long as you understand how to take that energy and drive it into the song Yeah, right where that's about to be a pre-lease But then in that same thing can happen right after you drop the song So tick tock has like created a space where You don't need a pre-release to find massive success All right as us. Let's be real about The size of artists that this applies to will as well, right Pre-release marketing actually probably applies a lot less for indie artists. Yeah, a hundred percent like any artist without Views we have to start putting respect on any artist name Taylor Swift is Andy You know, I mean, it's under, you know bad run these indies. So a smaller upcoming artist with a fan base. Yes Smaller fan base your pre-release marketing probably isn't gonna be seen by enough people and experienced by enough people to actually have an impact Anyway, yeah, right. So you can't control a narrative and and behavior, but You can still do Content ahead of time Yeah, especially do a platform like tick tock to just test and see interactions to gauge how you're gonna go about your full blown marketing Once the song comes out That's one thing and then to I mean, we already know Like tick tock is is roulette to in some ways Yeah, you might have that massive moment just for from a teaser being posted But the biggest thing y'all need to do if you drop something Ahead of time and it takes off like once you start putting stuff out You better be ready to drop that don't do the the song ain't nowhere near ready And I don't have the ability to complete it like quickly if it takes off because if it takes off and you get a big moment And you don't drop that thing Until two months from now because you had to complete the song and didn't know what to do You're gonna lose so much momentum and you cannot buy that momentum I don't care what you think how much money you think goes into it Record labels record labels have money, but they don't have momentum They can give they can spend money to increase the possibility that momentum occurs But they can't just buy it and guarantee it. Yeah, there's nothing more valuable than and that's why You know Pre-release strategies don't matter as much as they used to because tick tock has just changed that landscape Yeah I mean I think going back to the things we said earlier while the three C's the what was the creativity consistency Conversation slash controversy, you know saying it's like as a smaller artist like you don't have enough Market space to where people even care to see like what your narrative is and less like the the creative element of it Is just so attention-grabbing that it becomes like your breakthrough moment I can't think of a specific artist off top, but it's like it'd be the m tripling type things. Exactly. Yeah It's a great example. Yeah, so something like they are like I was thinking about like doze a cat move I don't think it was pre rollout Uh, it wasn't pre rollout. No, it wasn't. Yeah, it was out there But that's still a good example of just a narrative that can that that can cause people to care who don't Already know about you. Yeah, cuz that's what you're getting at. Yeah a narrative needs to be interesting enough in itself that Even people who don't know about you will pay attention. Yeah, exactly. Exactly. So it's like you got a really I Feel like, you know, probably because of resources a lot of the rising indies fall so the traditional stuff I'm gonna post a couple snippets. Maybe I do a live a little premiere You know saying even that works like if you have a small audience, right? Like you just can't expect massive results from it, but I always look at pre releases or more about More about getting your current fans excited then gaining new fans when you're a small artist Once you are a bigger artist is both really like you are trying to get your current fans excited But you're trying to create so much of a conversation that new people start paying attention to it as well And so it's very hard to have that spillover effect is a small art because you know It's like there's a hundred people that may well Maybe there's a hundred people that care about you and it's great those two you should want those people to care about you But they're not enough. They're not enough to Spill it over into a bigger conversation unless some lucky shit happens. You know saying so it's like I think it's it's It's important with the right Objective in mind, you know, that's the fact that you say something is really important Actually, how your pre-release is something that could be used as a vehicle for your current fan base Yeah, so it doesn't mean you don't need to do it I typically tend to think about growth in general, but you could 100% can do a great pre-release And could be a moment in time So I also think about the experience for fans who are following you in that moment So they have something to remember the way you did that pre-release and then to a cataloging for fans in the future Yeah, all right, so they can go back and say oh snap that was so dope. I wish I was experiencing in real time I'll make sure I see the next one exactly So that is something to do and you can get value from it But just from the short-term thought thinking of hey, I'm just trying to make this track do the numbers Pre-release might not have an impact and that's actually one of the biggest mistakes I see a lot of just people in general like in any type of marketing But especially artists in this case they make the mistake of applying the right marketing tactics to the wrong result It's like oh, this didn't give me streams Well, if you understood it was supposed to be where you were in your your career This is not going to give you streams But it is extremely valuable for building that catalog in the future for creating that Relationship with the fans and I know you can't feel it as much right now But it is happening and you have to keep doing it and doing it and doing it and it's going to explode at some point down The road but when you have that expectation, oh man, it didn't give me more streams Which is what most artists are looking for just to start You start to devalue things that are actually really valuable behaviors and habits to have Just because they don't have that result. So I think a lot of artists when I say that way probably get I Don't know. They probably start off in a weird way Better and having a more holistic view of the right type of actions to take but they almost get beaten into becoming the monotonous Same type of artists marketers Just because it's like, yo, that didn't give me this result That didn't give me result that cool creative idea that I had didn't give me anything and next thing you know It's like, well, let me just do this because this is moving a needle forward Let me create this tick-tock video that's copying this exact trend or let me just run this ad of this of this style Because they at least give me a number and you just got rid of all the shit that made you unique Because they weren't giving you quick enough results. Yeah, it's like a marathon. Oh, you have to have the perseverance to Stay you Until that shit works, that's what it is If you've gotten any value from the content on our channel I want you to stop and think about how much value is that worth in Money, this is the same channel and content that's brought value to so many people who are going to do big things in the industry But we don't want to charge you anything Except for a simple donation in the form of a click of that subscription button So please click that subscribe button and we're gonna keep giving you that value again and again and again Every sub helps now back to the content Yeah, and I mean, I think too is kind of having the muscle be strong enough to handle doing all of it at the same time You know, oh, that's a whole another thing. It's like It's like, yeah, all these things are going to make all the other number-driving stuff work better But I think it speaks more to like ours of like a telus with Calibra like a great caliber like that. They're not I don't I wouldn't say they don't care about Streaming I don't think they care about streaming as much as the rising indie community because they have so many other ways to flip it It could be like, hey, I could maybe not do I don't know X amount of hundreds of millions of streams here Which will be a little bit off brand for me But this campaign I ran got this whole other industry interested in me and they about to drop a $50 million bag on me to come host an event or put together some type of thing Right, so kind of like you were saying like there's a different KPI attached to the campaign result at that level Then just strange going up because when you Drake you 217 you tell the swift You know your stream is gonna jump it like it's like you don't know how much maybe right you that part is still I guess unknown but like, you know It's going to happen versus like the smaller rising ours They don't know if what they do is gonna make the strings go up So that's all they hyper focus on you know, it's like the shit didn't make my streams go up and that kind of goes back to like what I Was saying a couple episodes ago But I think it goes back to like how long you think you're gonna be in the game Yep, if you feel like you're not gonna be here for long then you're right all this shit's the waste of your time Go ahead grab the bag. Yeah, it's like I get what you gotta do build it up Have fun the moment, but if you feel like you're gonna be here for three five seven ten years plus right then There really is no fail in doing it because you're setting the foundation up for the next thing to work a little bit better And the next thing to work a little bit better and then boom like you say you pop and you have this whole catalog of Experiences that you put people through to make them go damn I wish I was there for that but this next one makes sure I stick around for you know Like I want to see what he where he or she has coming next and that's just as important You know I'm saying they like oh like your streams went up 30% I'm saying because you you had a successful Instagram ad or some shit like that. Yep. It's the it's the brand impact of giving Great value every time I interact with your brand. Yeah, it's like oh Kanye's gonna do another concert You know, there's gonna be some interesting production value when he goes on tour. Yeah, right? We saw him do the stage you saw him do the pyramid with the What was that Jesus album right and then the mask and all that stuff and Jesus walking down and all that stuff, right? So you think oh when he does something, you know that it's going to be well thought out All right, you see that with the Travis you can see that literally with a youtuber. All right It's like oh, I really laughed when I watched that video Next time I see their face pop up I know it's probably gonna be funny even if I don't know about the subject that they're talking about So I'm just gonna watch it anyway. I'm willing to give it a chance and that's Called brand equity right there. Yeah now. I'm gonna go just because it's you I'm gonna wear this shirt Just because you're associated with a shirt whatever just because Because you gave me that experience. So That's really what you're trying to do as an artist. Like how can you maximize that impact? But of course starting off like you said, can you do it all at once? It is hard That's that's part of the game. That's not gonna not that it is hard, but you also touched on Artists at a different level not necessarily caring about current streams, but I think it's still caring about success. Yeah It's like we have to maintain The perception of percent of success in our main thing All right, so the brine Kobe Jordan they talk about that like keep the main thing the main thing They know this the thing that drives how they're seen across in all these other industries All right, so I got to keep winning at basketball. I can't like I'm winning 30 percent of my games Season after season because now I'm not looked at LeBron LeBron's not the go He's not this character anymore. I've got to get to the playoffs I got to put up these numbers at least and then make it seem like it's the team's fault You know saying I got to you know, get another championship because it makes Even and it's funny enough Even though they probably make they're better compensated than many artists right when we think about the NBA Still most of their money just like artists doesn't come from their main thing The ones who are at the top, right? Because you flip that brand that comes with greatness is it's the brand of greatness man That's a hell of a brand. Yeah, I don't know if you know, Tom Brady got like a 300 million dollar contract Just to be like a sportscaster. Yeah, whatever. It might have been 600 mil Like it's one of let me see real quick hold up real quick. It's And Tom Brady Contract What do they call it like a sportscaster or something? Yeah sports broadcaster 10-year deal for 375 right and he gets this deal before he even retires Before he even retires. Why because people just know Hey, I'm gonna have the goat on my station. All right. I know I'm gonna be able to flip that somehow Yeah, I just need to write so a hell of a lot of t-shirts. Hey Facts so yeah, the brand of greatness man is uh, it's very interesting though And so like he says like yeah, I care about streams direct fans and building that fan base called to come up And you know if I get there at the top Hey, some of these streams can be fake for all I care. I just need the perception to be that I am successful and I'm one of the One of the people on that level whatever that level is for that perceived artist. It's like I gotta maintain that image That's all it is Which is You know, it's a different game sounds like the same game, but it's a totally different game Yeah, two completely different muscles. Hey for real Appreciate you watching fun fact every time you soak up one of these gyms You get a little bit smarter from these clips So if you want to be a gym seeker collect all the gyms keep watching I'll see you in the next clip