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Music Marketing: Your doing it wrong!

There’s no money in music!??

If you aren’t meeting your financial goals with your current Music Marketing strategy it’s no mystery whyyou’re doing it wrong!

Artists all too often give their money away to the middlemen of the Music industry.

It’s no secret that I am a steadfast supporter of EVERY Independent artist having their own website. I advocate ignoring the DIY distribution services that have become the new norm in the music industry. And I’ll go one further and publicly state that today’s digital distribution services Like Reverb Nation, CD Baby, iTunes and so on… are actually doing today’s independent musicians a disservice….

Now, I know I will probably catch some shit for making this statement But the truth is, what’s wrong with the music industry is the middleman, it always has been and still continues to be.

What makes today’s music industry such a shit storm is that it’s simply a disorganized version of the old music industry. And no one is at the helm. No one seems to know how to streamline the process of; creating music, getting it in front of the right audience and returning a reasonable profit back to the artist. Everyone in the industry only wants to get their greedy little fingers into your slice of the pie. This is why you will hear artists continue to lament on why there’s no money in the music business these days.

Each time an Independent artist uploads a song and makes a sale using one of these services, a fee is taken right off the top of each sale cutting into the profits of the Independent Musician. iTunes, for example, takes 30 cents off the top of each individual MP3 sold and downloaded leaving the artist with 69 cent profit. Using a service Like CD Baby makes the whole accounting task even more convoluted with CD baby taking their registration fee and then a revenue split for each product sold, This is ON TOP of the fee that services like iTunes takes because, keep in mind, CD Baby distributes to each of these other services like iTunes…. The accounting starts to become a nightmare the deeper you dig in. This is why artists have been stating that there’s no more money in the music industry. Except, they are wrong! There is money to be found but the quicker entrepreneurs are taking it right out of your wallet while you are busy complaining on Facebook.

The Temperamental Artist

Now, after having gone on my rant above, let me qualify it by also stating that it’s not that I believe these services are scams run by greedy scumbags. Quite the opposite. They are business models based on the oldest business principle known to man, “See a need, fill a need”. 

when P2P sharing sites like Napster came along it heralded the beginning of the end of the old music industry. The stranglehold that the big labels had on the market was broken and no one seemed to be prepared for that.  The major labels have never recovered from the change in market behavior and instead of doing some critical analysis of their own business practices they put more of the burden of profitability on the market and on the artists. We began seeing Increasingly punitive contracts that took deeper cuts of the artist merchandise sales and touring revenue and even going so far as blaming the consumer for being too tight with their wallets. 

In the new music industry, the burden is now on the artist to prove that they are a viable investment for the labels leaving the artist to establish their own fan base and market share before even being considered as a prospect. This means one thing for all of today’s independent artists: entrepreneurship.  Artists were not prepared for the shift in the industry’s business model. No one told us we had to become business people, That was the label’s job! And as my wife once said to me, ” I just want to be the temperamental artist, you handle all of the technical stuff”.

But That’s OK, there’s nothing wrong with wanting someone to do the mundane work so you can focus on being fabulous. These distributors do provide a service, and for some artists, they work. There are many examples of artists doing well earning up to 4 or 5 figures a month selling through these services. But not because these services are the Gold standard of music marketing and sales, The burden still remains on the artist to build a fan base and drive traffic to sites like Reverb Nation or iTunes. you’re doing more marketing for them and not as much as you might think for you…

My position on music marketing and sales comes from observation and study of modern methods of eCommerce and the only thing that makes sense to me at this time in the industry is for Independent artists to take the bull by horns and establish their own businesses. This means owning your own website and selling directly to your fans/customers from that website. All of your music and merchandise can be sold direct to your fans from your own website and the best thing about this model is you keep 100% of the Profits and you know exactly what your bottom line looks like.

The basics of a Sales Funnel

So, what exactly is my problem with the way most independent artists are marketing and selling their music today?  Well, first of all, it is the exact opposite of what most online entrepreneurs would consider to be the “gold standard” in eCommerce, the sales funnel. Secondly, These distribution services do very little if anything to build or enhance your brand. They use you as worker bees to build their brands.

Most artists I have observed or spoken with are using services like CD Baby because they are trying to emulate the industry sales model from what I call the “Music industry version 1.0” which is to shotgun a new release into every store and sales outlet possible in the hopes that after hearing the song on the radio, watching the video on MTV (back in the days when they still were a music channel) or seeing the artist play at a concert, the fans could run right out to the local music store, Walmart or whatever and buy the CD regardless of whether that fan lived in Los Angeles or Podunk Iowa.

This is the old school sales model. It’s like carpet bombing, but with CD’s. This model worked great in its time because the major labels had all the distribution channels, all the marketing methods and all the media coverage and so could coordinate all these factors together turning artists into superstars. Artists lived and died at the whim of the label.

But this method worked because of scarcity. In order to get your favorite artist’s newest album, you actually had to go out and buy it at a store. The internet was not at the center of most peoples’ lives like it is today and in those days an independent artist was limited in just how many places they could sell their albums or singles in.  without the power and leverage of a large label, you had no hope of reaching a nationwide, let alone a worldwide audience. This is why there were so many underground artists that became popular in their own home town or state but did not get much farther. No major label support. 

So what is the major difference between the music industry Version 1.0 and Version 2.0?  let’s all say it together… THE INTERNET.  The Internet and in particular the direct sales business model changed the entire market forever. what came next is the evolution of the sales funnel which has been refined and tested for over 20 years.

The whole point of this article is to call your attention to the concept of the sales funnel. The online sales funnel is the model that pretty much every successful online seller uses to bring customers to their products. In a sales funnel the entrepreneur establishes a website, they then use various methods to drive traffic to their site. once at the site, the entrepreneur can structure the funnel in a variety of ways but the goal is to make a sale and capture the customer’s email address. 

Imagine if you will, a picture…  you as an independent artist with your album in hand, plastering that new album on every distribution channel possible. what then? where do you put your efforts toward driving traffic to? if you want to run a Facebook add do you send traffic to iTunes? what about SoundCloud? and what about Reverb Nation? if you can only afford one add sending traffic to one outlet which one should it be? Now, some ads allow you to direct your traffic to multiple sites, it just depends on how you design the ad. However, I have to ask the question, why? Why do we keep giving away more of our precious revenue just because we are afraid to dig in and create a business that you can call your own?

The fundamental nature of the sales funnel is that instead of sending your hard-won fans all over the internet looking for your music; you bring them home where you can control the experience they have and nurture the relationship between yourself and your fans in whatever way you choose. That’s why its’ called a funnel you do the opposite of sending fans over to another brand’s website. Instead you “funnel” them back to your own business site which is the home of your own personal brand. Once there, you make an offer and you ask for a sale and for an email address. The necessity of the email address is in that after over 20 years of development and research of the sales funnel The email list is still the best way to identify people who are willing take action toward supporting your cause. people who sign up for your email list are much more likely to purchase something from you, assuming you don’t screw up the relationship.

This is the future of the music business, Artists as entrepreneurs each owning their very own website and bringing their fans home.  Think about it 🙂



My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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DIY Music Business 101


My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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10 New Ways Musicians can make money

10 innovative ways to make Money as a musician

Multiple sources of Income is the best way to stay on top financially
Multiple sources of Income is the best way to stay on top financially

Let’s face it no matter what you do in life you’re going to need Money. Whether it be to pay the bills where to put gas or tires on your car or if you have family. Unless you were born with a silver spoon in your mouth trying to follow the path of being a working musician and keeping all the bills paid can be a challenging lifestyle.

I believe that too many musicians are putting all of their eggs and the one basket and this is leading then to struggle with their finances as a musician/entrepreneur in the music business 2.0 you have to be willing to consider a diverse set of monetization strategies.

Here are some innovative ways that musicians can increase their income while still working and doing what they love.


  1. Build and grow your YouTube channel and monetize it with ads
  2. Give lessons:  consider creating an online course for music lessons on your primary instrument
  3. Be an affiliate for a company that you endorse
  4. Crowdfunding:  if you’ve got a decent following of fans allow them to support you through services like Kickstarter or patreon
  5. Create Fiverr gigs that allow you to write jingles, mix other people’s music or play as a session musician on another artist’s track
  6. Write music for videographers and video game makers; in the same way that the internet has created new opportunities for musicians there are also now a ton of independent video makers and video game makers that are out there looking for new music for their projects
  7. Create a VIP fan portal on your website that allows fans to join for a small fee where they will receive extra hidden content
  8. Create an informational product. If you’ve already mastered some aspect of marketing and or sales for your own career create a short informational lesson and sell it to other musicians
  9. Record and sell backing tracks
  10. Become a producer. If you’re good at recording mixing and mastering your own music consider producing other people’s music and renting out your studio


These are just ten ways for you to increase your income potential there are others and if you have other ideas or ways that you are making money now in the music business 2.0 please feel free to add them to the comments below.

My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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The Purple Cow Principle: How to stand out

On Becoming a purple Cow:

I’m a big fan of Seth Godin…

Purple cows stand Out
The Purple cow concept is key to great marketing and Branding

Seth is an entrepreneur extraordinaire, public speaker and an Innovative thinker who has written several cutting-edge books on entrepreneurship, marketing and business in the 21st century digital world. You can find numerous interviews, workshops and videos by Seth Godin all over the Internet and he always has something new and interesting to say about innovative marketing and Business. The Seth Godin concept I want to talk about today is the Purple Cow. The book “Purple Cow” lays out the concept in the following manner. (Paraphrased) If you drive down pretty much any rural highway in the United States of America a common sight are herds of cows standing in the fields. In certain parts of the country (Kansas, Iowa, Nebraska, South Dakota, NorthDakota)  cows are so common that your brain begins to just ignore them as you would the blades of grass that line the ditches along the roadway. However… imagine driving down the road and seeing, standing among the masses of normal cows, a single Purple Cow! Now this is something that would catch your eye Because it immediately stands out from the other cows around it. It catches your attention forcing you to look at it and think about it wondering how it got there, how it came to be and why it’s there. Your brain instantly is forced to focus on this if only trying to figure out what it is.   This is the nature of how human minds work…

Why The Purple Cow?

Stand out amongst The masses
The Purple cow is the master of standing Out In a crowd

The human mind processes literally millions of bits of information every moment. this information is gathered through the five senses; your sight, hearing, smell, taste and touch all work together with the brain to form a complete picture of the world around you. Because it would take too much time and energy to think about each bit of information that is presented to you the mind has developed a very clever scheme for managing this incredible amount of information.  Because the work of processing information is so energy-consuming the brain has come up with a strategy designed to simplify the work of collecting processing, prioritizing and responding to it. This allows us to function and respond to new information in a timely manner. The brain does this by taking any new information brought in and categorizing and associating it with memories, experiences or concepts that we are already familiar with and then it groups them into categories to allow us to organize information in a more efficient way which requires much less time and effort to process. This is important because, by taking large chunks of information and associating categorizing and Judging it with something we are familiar with we can quickly formulate a response and behaviors that would seem to be appropriate. All of this becomes automatic over time; It’s the reason we laugh at certain things without Knowing what is specifically funny about it or become sad or angry in response to things That we may have never experienced before. However….When something new happens that your brain has NO basis for comparison… Watch out!!  everything goes off the rails!

You see, when your Brain encounters something unique that it is completely unfamiliar with, It has to go into emergency assessment mode. Your brain was happily chugging along on auto pilot and then suddenly it is forced to sit up and pay full attention; it’s something new that does Not fit into a predetermined category.  So the Paleo – cortex (Lizard Brain) is suddenly Alerted… The Lizard Brain makes an assessment and tells us whether we should, “Fuck It, Fight it, eat it or run away from it.” In short, There is a whole new assessment process that takes place and your Brain forces you to Focus and pay attention.

Are you The Purple Cow?

So, what does all of this stuff have to do with you and your Music? In short…. Everything!!

I am reminded of a Forum Post I read once on a major music website, It went something Like This:

Young Musician: “hey guys How do I become successful as a musician?”

Gnarly, old,Jaded manager guy:  well Kid you have to work on your professionalism; Master your craft and then get out there and Play shows whenever and where ever you can, play out for 10 years or more to develop your sound and  oh yeah, stand out and be unique.”

Wow, what amazing insight from someone who claimed to have been in artist management for over 30 years… and that whole “stand out and be unique” closer… Wooooo damn, Now why didn’t I think of that!?? Of course I am paraphrasing again But that was the gist of the conversation and the “stand Out and be unique” part… That is verbatim.

You see, Most people in the music business know that Being genuine and Unique  and standing out are key ingredients in the “Get fame and success in the Music Business” game. But no one seems to know how. For a 30 year veteran to tell a young musician, ” Oh yeah, stand out and be unique”  is comparable to a high school football coach getting his team ready for a game and saying, ” Ok guys, I don’t have a game plan or any plays ready for this team,  but here’s what we’ll do… Go out and make MORE touchdowns than the other team… Now get out there and Win This Game!!!”  you see, for some of us old crotchety veterans of the music industry who make a bunch of noise about how Long we’ve been in the Business…it doesn’t always mean that much.  many old vets are still  trying to succeed and haven’t changed their strategies or their plans in 30 years and are afraid to admit that a Big part of their game plan is basically to hang in there Long enough to get lucky.

Master the art of Being Unique

Here’s The Thing I want to share with you guys… The Music Business is wide open now, and It’s up to you what niche you want to fill and if there isn’t already a niche ready to be filled… Make one. The Key is being Unique and Genuinely you. Remember, Hedwig had his angry inch. That is the Lesson in this post. Find Out what it is That makes you unique and genuinely you and ride that horse till it drops. You have to determine what it is about you, if you are a solo act or if you have a band, that makes you stand out. once you do that… Run with it, take it to the nth degree, have fun, experiment and figure out how to tell that story in your music, your marketing and your Branding.

Sorry,  But there is No simple answer for this one, like so many aspects of the music business, the solution depends on you I can only guide you down an avenue of thought.  But consider This… Sometimes The answer to The Purple cow question is not who you are But in who you want to become… Think, Marilyn Manson, Alice cooper, David Bowie as Ziggie Stardust, Elton John, Freddie Mercury, ; each of these artists succeeded By becoming who they wanted to be and through creating an alter ego Like Clark kent and Superman became greater than they could ever have been before.

** Below is a Link to Seth Godin’s Book “Purple Cow” This link is an affiliate Link and if you choose to purchase this book through The Link I will receive a commission on it’s sale… Thank you in advance 🙂 **


My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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Staying Indie Vs. Getting Signed

Hello once again and welcome back. It’s been far too long since I’ve posted here But sometimes life can demand attention and cause huge distraction from the things you want to do with your time. But I’m back and am looking forward to continuing to provide content to help you, The independent artist create your dream career in the music business.

Should I Sign with a Label?

Let’s face it. trying to make a living and have a career as a musical artist has always been a tough, challenging road to travel. There are no guarantees and plenty of pitfalls along the way. Having a career as a recording artist wasn’t even something that really existed Before the mid – late 1950’s when Elvis came along and poisoned Americas youth with his “Sinful” brand of rock and roll. There were the rare exceptions of course as there always were and always will be But as an industry, The idea of being a “recording artist” Didn’t really exist before Elvis and then the “British invasion” of the 1960’s. 

The Music industry has been through many changes for such a young industry and as most of you are aware, it is once again in the middle of yet another transitional phase; One the ‘industry players”, the labels and big time artists, did not seem to be prepared for…  Independent labels and artists are now a Viable share of the market but market behavior has changed. People aren’t buying CD’s and Going to concerts en masse’ like they used to thanks to internet based technology like streaming.  Industry Players have been screaming from the rooftops, “The music Business is dead!” for years now. but despite all that, The music industry managed to generate 40 Billion dollars in sales in 2015. 

Ok enough backstory…

So as a new artist or even a veteran artist hoping to make it in the Music Industry 2.0 you have to make a choice and the sooner you make that choice the clearer your career path will become.  “Do I stay Indie or take a label deal”.  I’ll be the first to admit, I am a hardcore advocate for staying independent. I am not in any way promoting the idea that being an Indie artists is “easier” than being signed but I do believe the rewards for building your own Business far outweigh any advantages that signing with a label will afford you early on in your career and there’s always the question of whether or not you can completely trust the label to have your back and protect your Business and Brand Interests as your career grows. That being said however…. There are Pros and Cons to each possible path and It is my hope to do my best to provide a fair and balanced Look at  choosing a career path for your Music.

Indie Vs. Signed: The pros and Cons of each

Indie Musician, Labels, Music Business
Stay Indie or Get signed, it’s a big decision in the life of a Musical artist.

For the sake of this Blog I am not going to Put a Lot of energy into talking about signing with a major label. For the vast majority of us, a more likely scenario is that your band/act will be approached by an Indie label owner Long before you ever get any kind of attention from a major label. The decision to Sign with a major label is not a different process than choosing to sign with an Indie label, The stakes might however, be significantly higher.

Whenever I speak with a young artist or any artist really, I always advocate for development of a plan AS SOON AS HUMANLY POSSIBLE.  It simply makes no sense to me to just hang around on the fringes of the Industry dabbling for years if you don’t have to. Part of that plan should include the decision to be indie to to Solicit Labels. You can always change your mind later. There are distinct advantages and disadvantages to each Path and which one you choose will depend completely on you, your career goals and your personality. It is my hope however, to provide information so that you can make a well informed decision and ultimately get on the path to achieving your career goals.

Signing with a label

Getting signed to a label has always been thought of by artists as the “brass Ring” of the Music Business.  Getting Signed by a label meant that you are accepted into the industry and have an advocate to help you advance your career. The Role of the label is to become the Business management aspect of your team. They oversee creation of the products (CD’s and Merchandise), Handle marketing and distribution of those products. and promote you the artist. 


  1.  Funding: depending on how big your Label is they will have Financial resources at their disposal to get you started on producing your album and getting it distributed and marketed.
  2. Connections: Many  indie and mid level labels already have connections into the Local and regional music scene and may also have connections with larger music agents and promoters.
  3. Manpower/Womanpower: If you are struggling to keep a handle on all the moving parts of becoming a Successful musical artist, Being signed can help with some of the heavy lifting by getting you a producer and someplace to record your album, They can assist with promotion and Marketing (although not as much as you might think) They can help with networking and they can help with booking tours. 
  4. Keeping you on task. A good and dedicated label rep can be an important part of your overall success strategy team, Part of the team; They can assist with branding decisions and keep you to deadlines which become important when you are trying to succeed on a Business/financial level.


  1. Short end of the Stick: if you know your Music History you know that there are Numerous examples of artists who have been screwed By their labels. The list is too long to go into but a little bit of research will quickly reveal a long list of artist who have been signed and then found themselves on the bad end of a poor business deal and the relationship between artist and their labels has suffered significantly. Some Famous artists who have made headlines due to battles between themselves and their labels include: Prince, Johnny Cash, Pink Floyd and Tom Petty.
  2. “Riding the Pine”  Every artist that signs to a label believes that they are going to make it to the top and become the MVP  in their labels stable of artists. However, most artists find that many decent sized labels will sign multiple artists in order to ensure that one that will succeed. Artists often find themselves In the role of JV player on a team they thought would be their greatest advocate in the Music business.
  3. Losing rights and creative control: many artists come to the table to sign a contract with stars in their eyes and sign deals that they do not, at the time, know just how much they are conceding to the labels. Some artist deals give up control and ownership of the master recordings, The graphics and even the brand and merchandising to the labels. My own experience with negotiating with Labels Left me believing that the best path for any artist is to remain independent. from one contract requiring my band to pay for all of it’s own promotional materials to our offer from the Now Defunct “Scotty Bros records” which required that half of our first two albums be made up of Cover songs that the label would pick for us…
  4. Passion and commitment: When it comes to Indie labels artists often find that the label owner is as passionate about music as they are However, when it comes to bigger labels… Many Labels are passionate and committed to THEIR OWN success and Not necessarily yours. Artists who have been signed by major labels find that Turn over in the staff can be high and they may be assigned reps that do not have anything in common with the artist.  Major labels are committed to the success of the label first and foremost and even if you are the “Next Big Thing” at the time you get signed things can quickly change and the excitement over your band or act can fade with artists finding themselves in musical limbo with No legal way out because you are under contract and don’t have the financial resources to fight the Corporate machine.
  5. Debt: many artists do not realize that everything the label does for you is a service that is billed to you. recording and producing your albums, Marketing, promotion, Branding all of these things come off the top of every dollar you make. and you the artist may not see much money, if any, from your album or single sales, streaming rights or performance royalties. Your best bet for getting paid is negotiating to keep all of your publishing rights.


Staying Independent


  1. Complete Creative control: Who knows your Vision better than you? Staying independent lets you be the capt. of your ship and guide your career in the direction that YOU want.
  2. Control of your Finances: There are enough People in this world trying to get their greedy little fingers into your wallet. Staying independent means you get to keep all of your royalties, yep; performance royalties, mechanical royalties, Publishing, Merchandising so on…
  3. Direct relationship building: Being independent means that you are in charge of developing whatever kind of relationship you want to build with fans, peers, business partners and so on.
  4. Learning the business from the Inside out: While it may require time, effort and work, Learning every aspect of your bands business makes you a Much more valuable commodity in the Music business world and less likely to get screwed by a middle man agent of some Label.


  1. It is WORK: It’s a lot of work to run a business and make no mistake your music career is a business. if you don’t like to work or thought that becoming a musician meant that you would not have to work hard then you are in for a big surprise.
  2. Personal Responsibility: While Many of today’s gurus talk about personal responsibility as a positive thing, which it is, The reality remains that if your music career doesn’t go where you want it to go the only one you have to blame is your self. 
  3. For the Love of Money: Ah yes, that dreaded concept that mind fucks so many promising artists… Whether you like it or not you have to keep your eye on the Bottom line. managing money is one of the most important aspects of growing your career. Recording and releasing an album, Marketing and promoting, Touring all of these things take money and at the end of the day the ledger has to balance or you will fail. if you are any good at money management however you may soon see your bank account beginning to grow.

It’s your decision

The final decision is up too you regarding the question of, “to sign or not to sign?” But regardless of your decision if you are a new or unsigned artist in today’s version of the music business you will have to build your Music empire on your own until you can get the attention of a label, indie or otherwise. It is important to increase your Value as an artist and an entrepreneur. So…. learn your craft get good, learn Social media marketing, learn how to build a website with a good sales funnel, and get yourself out there and play your ass off and talk to everyone you can and build your tribe!! 


My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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How To Add Value to your artist/client relationship.

how to add value to your work

I’ve been studying online digital marketing for about 6 or 7 years now and one of the things that keeps coming up over and over regardless of which Guru you follow is the idea of adding value to your customers and clients.  As musicians I know we don’t like to use these terms we prefer to use terms like fans when speaking about the people that we create our music for.  however as you begin the Journey of becoming the CEO of your very own music Empire it is important to consider these terms and what they really mean.

the first thing you have to understand is that a fan is not necessarily a customer a fan only becomes a customer after they purchase something from you and is important to understand that the relationship between you as the product Creator and the fan is ever more valuable.  in fact converting a fan to a customer should only serve to only deepen the relationship between you and that individual purchasing your products or services.  so how do we do that how do we create a much deeper more intimate more valuable relationship between yourself and your customer.  we do this by adding value.


so let’s examine what that really means…

adding value builds relationships
You improve your Fan/artist relatinship and create trust and credibility by adding value







let’s begin by taking a look at your product; your music.


first of all when it comes to your recordings you absolutely want the best production value that you can afford for each and every one of your releases.  I believe that it’s every artist to desire to release the best quality recordings that they can but since this blog is specifically aimed at addressing the needs and the questions of the DIY artist and entrepreneur we often find that we’re faced with one of two possible scenarios which can interfere with the music recording, production and release process.  the first scenario is one that would tend to plague more beginning artists music business virgins so to speak.  I call it Rockstar fever.  this scenario occurs when a young inexperienced artist is recording their first release and because they don’t understand the process of recording and production and because they just want to get that first song out there they end up rushing the process and cutting corners ending up with a product that does not sound professional.  Even if this is your first release you have to keep in mind that you are putting a song out there and competing with millions of other artists who may be putting a lot more time effort and money into their final product. you want your product to be competitive and to demonstrate that your product is as valuable to you as it is to your customer.

the second scenario is one that tends to afflict more veteran artists and and people with a very high level of perfectionism  I call it the perfectionist nightmare.  this scenario usually occurs when one or more individuals within the band will not let themselves be satisfied with even minor details of any song being recorded and the whole project ends up taking weeks or even months longer than it should have.

as an artist seeking success in the music industry you don’t want to find yourself stuck in either of these scenarios.  Seek the balancing point between these two scenarios.  strive to create the best sounding single or album that you possibly can with your current resources but give yourself a deadline at which time it is important to move on to the next phase of the project.


product presentation


I grew up in the Midwest and was raised in the country for the most part.  I’m no farm boy mind you but I do enjoy some of the Simple Pleasures that country living can  provide.  fishing is one of those pleasures and if you ever fished or had the opportunity to be around any hardcore fisherman you’ll undoubtedly have heard the phrase “presentation is everything.”

it’s true presentation is everything we hear about it in when we go for a job interview and I’m sure we’ve all heard that first impressions make all the difference.   Many younger artists today will probably focus primarily on MP3’s and digital  releases for their music . Which means  Cover art may become an after thought  While many artists realize that cover art for their releases is important because we are living in the era of instant digital uploads, it may become one of the aspects of the business that gets bumped aside.  Please remember that your fans are waiting to be swept up by the experience that is your music and graphics are part of that experience.


Social media

social meia is best used to engage fans
Social media is a gateway to fan involvement








Social media is huge part of the whole music marketing strategy. But too many artists are using Social media to simply Spam fans, friends and family with meaningless crap from every corner of the internet and to beg people to “check my latest song release.”  Add value to your social media interactions by telling a story. involve people in the experience that is your band. get them involved in events and milestones. Keep them Up to date on your personal journey in the music business and don’t be afraid to ask fans to help out with key elements of your bands development such as Logo creation Branding and even song ideas. In short, get them involved in the experience of being in a band.  That’s what social media is for. 

Host special events such as hangout sessions, Live feeds of impromptu living room concerts and such, These kinds of events have proven successful for other artists But also don’t be afraid to create special offers to things like upcoming release parties

Make use of your Website!!

Too many artists I see put up a website and then don’t make enough effort to drive traffic to that website. many artists feel like “why should i send them to my website I have my music on:  iTunes, bandcamp, reverb nation and so on…

Sending traffic to your website is a key part of your marketing and your sales strategy which is why I wrote a post on why your band needs a website.

Without going in to a long diatribe about how and why a website is the central element of your Online music business, lets just say this… sending traffic to your website is the most effective way to capture email addresses and guide your fans through the complete online experience of what your band is all about. Take the time to consult with someone regarding the look feel and functionality of your website. make sure that you have your online brand nailed down and displayed in all of its glory on your site and don’t be afraid to make the experience of visiting your webiste as big as you can make it.  have Music Videos, a gallery of fan photos, Song lyrics,  blog posts (yes it is helpful to keep a band blog) and all the cool thangs that make you unique and important to your fans on your website and always remember to thank your fans for visiting.  make sure you also have a”call to action” on your home page wich offers the fans a chance to buy music and merchandise directly from you and also collects their emails. This is the beginning of your online Music business empire.

in closing, remember to always think of things that will enhance the fans experience of visiting your online content and sites. dont do the cookie cutter things that millions of other bands and artists are doing, be creative and look for new ways to engage your fans. your Fans and your bank account will thank you. Till next time, Rock on!!

My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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Does your Band need a website?

Does you need a Band Website?


You need a Band Website in 2016!! This is a topic that I’m Particularly passionate about and I’m often surprised at how things that seem obvious to me can be real head-scratchers for some folks  especially someone just starting out in the music industry Version 2.0.

Let’s begin by looking at some of the beliefs and miss conceptions that many musicians have about this particular topic.

Band Website, Music Business
Your band website is the foundation of your business model

 At this point in 2016 I think we all get that the internet is an incredibly powerful engine for distribution and promotion of your art and your work and if you do just a little bit of Googling you’ll see that many music industry blogs and gurus will tell you that you still want to have your work distributed throughout every possible nook and cranny of the internet and it goes without saying at this point that most musicians are uploading their recordings to one of the many distribution and sales services that are available such as: Tunecore, CD Baby, iTunes,  SoundCloud, Bandcamp and a long list of others. It’s also common knowledge that social media such as Facebook, Instagram,  Tumblr,  Google Plus, Snapchat and others can be powerful tools for broadcasting the word about your band and your most recent musical release to the three F’s “Fans, Friends and Family” .

I believe that this mentality is a leftover from the music industry version 1.0 where it was absolutely essential to have your albums and CDs in every possible store and retail outlet that they could be in order to create a mass effect and for your music to be everywhere so that people could not possibly miss it. It was the role of the music labels to advertise and Market your music by putting ads in magazines and on TV and on the music video channels and it was your role as the artist to play gigs and go on tour in order to promote the songs and the music itself. The idea being that music buying fans would run out to their local music store and easily be able to pick up your album or CD after seeing your music video on television or going to a concert and seeing your band.

However as an Entrepreneur/Artist working in the music industry 2.0 you have to ask yourself, ” is this strategy good enough?”  Is it working for you to Simply upload your music to one of these distribution services and then spam the social media pages of your friends family and fans about this release?  You have to ask yourself,  “am I getting the results That I WANT from this strategy.”

A Glitch in the Matrix…

The matrix of the Music industry is losing control of the market
The matrix of the Music industry is losing control of the market

There’s a little problem with that system today however, a glitch in the Matrix so to speak…. the very same internet that has led to this era of  Unlimited Opportunity that has never before existed for independent musicians has also led to the propagation of a significant change in behavior of the music buying Market….

The Industry leaders, corporations and big wigs in general are telling us that CD sales are dying. CD sales are down by Double digits. The BBC reports that CD sales are down by 31% In the US. They also tell us that MP3 sales and downloads are on the decline…

Digital Music News tells us that  MP3 sales and downloads are down by 13%

But, if you do a Little research you will see that there was 40 Billion dollars in worldwide sales for CD’s and downloads in 2015. That’s not chicken feed!

So what does this all mean?

The Truth about the Music industry version 2.0

The truth of the Matter is that The Music industry Version 1.0 (meaning the major labels and corporations) have outgrown the ability of the market to support them.  It may be true that CD and Digital download sales are declining but does that matter to you as an independent DIY artist?  No! not really. 40 billion dollars is plenty of money for every DIY artist out there. It’s only the giant corporations That have to support all the corporate drones that are failing. For a DIY Entrepreneur/artist you can have a successful career By selling thousands of copies of your most recent release instead of Millions.  Why? because your overhead cost is minimal.

So, how do you get a piece of the Pie?

You need a business Model that will work for you! That Music Business model includes a Personal and/or Band website.

Why You need a Band website…

There are a Number of reasons to create a website: maybe you like to blog, maybe you have a product you’d like to promote or sell, maybe you want to have total creative control, over the content you post to the internet, These are all great reasons to get yourself a website But as an entrepreneur/artist it is absolutely essential that you build Not just a website But a Business Model! your website should be the central strategy for generating revenue. Why? Because it works!

Owning your own website gives you the foundation of a business on which you can ultimately build your brand and your career.  Through your website you can do pretty much anything you can imagine, (that is within your technical reach) But more importantly it allows you to market and sell your songs and merchandise and have complete control of your financial future without anyone else siphoning profits off the top of your work.yes we are talking about these online services such as CD Baby…

You see, The way the Music Industry/market version 2.0 works is simple… But it’s not easy.

you need to focus on creating Value for your fans and potential customers. you need to create a tribe of loyal fans/customers who can’t want to engage with you and hear about your next event, the next concert and the next release.

How does a website help with all of this? Can’t we do that with Facebook or Instagram or whatever social media we prefer. No not anymore. 5 years ago an artist could make a reasonable amount of sales from their FB fan page. But now… social media is jam packed full of artists trying their best to use social media to “get their music out there.” There are literally Millions of artists with FB fan pages, Reverb nation Profiles, CD baby Profiles, Soundcloud and band Camp, Instagram and whatever  social media platform you prefer.  but most musicians have no idea how to leverage the social media to keep generating new sales. The best way to Leverage Social media today is to use it to create relationships between yourself and your fans, have conversations, engage people let then know what you are all about. by peaking their interest this will make you more attractive and they will want to know more about you or your band. Then they will check out your fan pages or your profiles and that is the first step to guiding them to your website where you will be able to lead them through a sales funnel and turn an interested fan into a valued customer.

Your website will allow you to do the following things:

  • Create a professional sales funnel that converts fans into customers. 
  • Collect email addresses
  •  Stand out and be Unique in a market that demands more unique value
  • have complete control over your personal brand
  • Maintain complete Intellectual control over all content posted to the internet
  • Develop special programs and up-sells that increase the value of your brand.
  • Funnel all of your social media and other traffic to one place where you can control the experience the fan has when engaging with your brand
  • Create a professional image
  • Use SEO to generate more organic internet traffic
  • Generate other streams of income through affiliate programs or other sources (adds)
  • Last and most importantly: Keep more of your hard earned money in your pocket!!


I am sure there are more good reasons why your band should have a private website but, I think you get the point. Even if you don’t have a band and are a solo artist you need to begin creating and building your online music business empire as soon as you can. The only thing you can accomplish by waiting  is leaving money on the table.



My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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ow to succeed In the Music Business: How to Identify your #1 fan

How to Identify Your fans

 “If you are marketing to everyone Then you are really marketing to  no one”. 
When It comes to marketing any Business proposition The first, and by any entrepreneurs opinion, The most important ingredient is your niche market.  One of My Business mentors once said the exact quote from above to me. His intention was  really get me to understand that targeted marketing is  the best way to improve  chances of sales .  This requires that you focus your efforts on a Target audience. This is known as a “Niche market” . The Definition of a Niche market is as follows:
A niche market is the subset of the market on which a specific product is focused. The market niche defines as the product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact. It is also a small market segment.
As a Musician/artist/entrepreneur it’s important to have a plan to increase your chance of success and to reduce the chance of wasting time energy and other resources.  And as an entrepreneur it is important that you become familiar with what are know as “best Practices” These are tried and true methods and concepts that have become the staple of good business no matter what market you are in.  Frank Kern is one of the big players in online Marketing and commands an almost godlike status in online business circles. every year Frank does a “state of digital marketing” presentation where he gives a marketing/business lesson to the marketing community with the idea of sharing important information to increase the success of Online entrepreneurs. 
Here is an example of such a presentation.


Focusing your marketing and sales efforts on a Specific Niche Market or even a “micro-niche” ( an even smaller subset of the initial subset. – Think 18-21 year old male metal heads vs. just , “metal heads” )  This allows you to begin a conversation with a very specific known group of personality types. It allows us to reduce  the likely hood that you will waste years of just “trial and error”

Who are your Fans?

Up to date I have approached this conversation keeping in mind my own background as a musician and the conversations I’ve had with many other musicians over the years.  I have purposefully avoided using the term  “customer” or “client”  because I know this is not how Most musicians talk about their “fans” The people who come to our shows and listen to our songs.
But It is Time for a Paradigm shift….
The Music Business of 2016 demands that a DIY artist who wants to succeed on all levels begin to think like an entrepreneur and this can be a very liberating experience if you are willing to let go of some old prejudices. Your Fans can also be your customers. In fact whether you realize it or not or are willing to admit it or not your Fans have to become your Customers.  I bet 98% of the musicians who read this article don’t realize that a fan is “NOT a customer! That’s right a fan is Not a customer until you convert them! Think about it. lets say you have a band and you have a FB Fan page for your band and you have 10.000 fans subscribed to your fan page. Now you go out and record a Killer album and release it and it’s now available on every digital outlet there is; Sound cloud, band camp, CD Baby, iTunes, Amazon,  and on and on and  two weeks later you go and look at your sales analytics  and you’ve sold 200 copies…. What happened?
If I were consulting with This band the first Thing I would look at is the specific aim of their marketing campaign, did they really identify and understand their “niche-Market”

Lets find your #1 fan…

Identifying your ideal customer is a key to your overall marketing strategy. you need to have a Niche Market in order to find success with your sales strategies. When creating your “Ideal customer profile you shoulder consider the following factors.
  1. Are they male or Female
  2. How old are they
  3. Where are they from
  4. What is their educational background
  5. What is their social,financial status
  6. what are their beliefs, Religion,cultural,spiritual
  7. What are their Hobbies
  8. What are they passionate about
  9. What causes do they support
  10. What upsets them.
Creating an Ideal customer profile helps you to target your marketing efforts toward “pre-qualified” customers and increase  your chances of sales. But more importantly makes it much easier to create Engagment and trust between you and your tribe

For more information and more in-depth content please subscribe to our email list and Join the DIY Music entrepreneur movement!!


My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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How to succeed in the music Business: Make the most of your free downloads.

How to make the Most of your Free Music downloads or Leveraging your Free MP3’s

Free MP3 downloads, MP3's, Music Downloads
How to Leverage your free music giveaways
So, I don’t think it’s any secret that a lot of musicians offer at least some of their music as a free music download, and a few artists offer all of their online music for free as an MP3 download.  Occasionally the free music giveaway method does work but it depends entirely on the relationship that that artist has developed with their fans.  An artist I was speaking with recently Nailed it, “Your Vibe Determines your tribe.”   Thanks Brandy!@ 
Most musicians Know that giving away a few tracks from an upcoming Album release can be part of a successful promotional effort.  some artists will give away full albums worth of material or Ep’s. Most artists however are going about it all wrong and are missing a Huge opportunity  when it comes to making the very most of their giveaway products.  When it comes to your Free promotional offers you really need to put your Entrepreneurs hat on and you should be thinking, ” How can I create THE MOST Leverage from This giveaway.”

What is Leverage?

Lets take a look at a few entrepreneurial concepts. When entrepreneurs in any market talk about leverage what they are referring to is using their resources to generate some form of advantage in their business. Their goals will often include: Increasing the visibility of their brand, adding value to their brand and their specific niche market, gaining trust and loyalty from their market and increasing their opt in rates to their email list. The business concept we are invoking in this instance is what is known as “reciprocity”. What this means is that a person is much more willing and inclined to give something back when they receive a gift from you. This is a marketing concept that is used by businesses and entrepreneurs all over the world. Why? Because it works. It is one of the primary concepts that digital marketers use to create Leverage in their marketing campaigns.
If you are not utilizing your free Music offers to accomplish at least one of of these goals you are missing out on a huge opportunity to leverage your brand and your services to your niche market.

Five  ways to Leverage your Free music giveaways.

  1. Offer free downloads as a reward for signing up to your email list
  2. Offer free downloads as rewards for liking your Facebook or other social media pages
  3. Offer free downloads as “gift”  Bonus tracks for purchasing Ep’s or albums directly from your website
  4. Offer free Music downloads as “gifts” for signing up for your Patreon, Kickstarter or other crowd funding campaign
  5. Offer “exclusive” Free songs as a reward for signing up for your “members only” VIP program

Create value in your Niche market, if you don’t who will?

Always keep in mind that your are an entrepreneur/musician, Not just an artist, but a business person as well.  Don’t be afraid to ask for a fair exchange of value from your niche market and always be striving to find ways to impart VALUE    to your fans. This is how you will begin to create leverage toward achieving your goals in the music business.


My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.
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Planning your Music career: The RPM Strategy.

How To succeed In the Music Business!!

Planning your Music Career

The R.P.M  Strategy


Hey Guys, Welcome back to the second installment of the “How to succeed in the Music Business” series.  Today we are Going to look at  The RPM Strategy. This is a nice little Mnemonic Device to help you begin the process of Reverse engineering your plan for success in the music industry.


The RPM Strategy is a Tony Robbins Concept. he talks about it often as an  action Plan, a Mnemonic device and a metaphor to help you get your mind wrapped around creating a road-map for success in any area.  The term “RPM” Immediately conjures up images of Power, of fast cars and can become an effective metaphor to help you supercharge you’re internal tachometer.


The RPM Strategy

R =  Results

P = Plan

M = Massive Action


Creating Leverage in your music career !

The whole point of this project is to introduce a Little Clarity, a little sanity into a musical market landscape that has become Clouded by the changes that have occurred since the Social media revolution. If you take only one thing from Today’s training let it be this …


(CLARITY)  Is your first and possibly your Most Valuable Point of Leverage!!


Steve Vai said It best in his 2011 Guitar Center Video “How to be successful.” 
The first step in creating/achieving success In anything in Life is to understand what it is that you really want.  You need to have a clear picture of what it is that the end result will look/sound like. 
But you need to take things one step further and you need to ask yourself “Why” you want to achieve this outcome, in answering the “Why” this is where you will find your motivation.



Every Role Model in the Business world I personally know of and Follow all achieve Success through a process of Deconstructing or reverse engineering their personal Vision for success.  That’s what The RPM Model is all about. Success is attainable but often we need a reboot of system in in order to really get our heads wrapped around a new way of thinking about things.  This is why I like The RPM Model. It is simple, It works and It creates a metaphor that empowers your mind to create success.
This is the stage of your mastermind/Brainstorming session where you get to set your goals. I want you to Go back and Look at what you wrote in the “R” Portion of this model. Find the Key “actionable”  elements in your vision. elements like 
for example: ” I want to attract fans from all over the world”.  Ok, Who are these fans? you’ll need an Ideal customer/fan Profile  and Avatar,  make one of your goals to sit down and discover who your Ideal Super Fan is, Who do you really want in your tribe? and why?
So begin By making a Goal to create a ” #1-Fan Profile”  That is an actionable Goal.
This is why it it important to be Specific in the “R” Portion of this model, You’ll need Objective, actionable elements from which to create goals. 

Massive Action:

This is the part of your Model, Your Career map where you execute the plan, But There is reason That Tony Has chosen The phrasing that he has in this portion of the Model. “Massive Action”  It is important  that in order for any of this to matter you have To “all in” You have to dedicate yourself to this and see yourself executing your plan with the tenacity of a pit bull.This is how success happens, Success often happens after the Grind.


My name is Richard Artichoker, I am The Founder and Creator of the 7th Gen Academy for DIY Musicians. I have been involved with various aspects of the Music Business for 30 years. in 1992 I founded the hard Rock band "7th Generation". I stopped playing out live 13 years ago but continue to research the music market and digital sales and marketing techniques and I want to share my experience and knowledge with you.