Product review for Damian Keyes’ Music Business Academy. I am a large Keyes fan. A friend introduced me to his cheeky YouTube videos about 18 months ago. I’ve drank the Kool-aid since. Fast forward those 18 months and a lot of research, reading, watching and learning has taken place. And guess what? I still like him. He’s forthright, a good actor (even when he knows he’s spewing B.S.), and manages to infuse humor. That said, I was rather surprised how cookie cutter his Music Business Academy course is. Or, do I have silly expectations?
Please don’t get me wrong in this product review. Keyes’ is preaching things I can agree with a good 97% of the time. The problem is is he falls in a trap I find all too many tutorials (of any kind) on Youtube do. He explains the 101 in an excellent fashion. This makes perfect sense. The guy is a marketer after all. He knows how to set the stage well. There is professionalism and comfort towards the camera which he exudes. This instills confidence for his followers and helps ease learning. All awesome things!
Common Traps Oh No!
The common trap he falls into is he goes on to explain the 101 for tooooo loooong. I inevitably lose focus as he drones on with things I learned from him for another 97 minutes. Now that there was too much time spent on pitching the tactic as a worthwhile one, there’s a rush job of an explanation. Pragmatic elements to his approaches and their explanations come and go all too fast. Again, not his fault. It’s become a standard format among youtube videos (in my opinion, I can’t validate this).
I don’t exactly blame him for wanting to be comprehensive either. This is a problem with YouTube tutorials in general, as life-saving as they are! The problems I mention are not unique to Keyes in particular.
There’s nothing malicious at play here, but it makes for a lousy learning experience. If one is teaching a mid-high level music marketing course, it’s not necessary to define what an ‘ad campaign,’ is. We can probably skip the definition of sales and marketing funnels. There needs to be an understanding that musicians should already know these things.
Or, Am I Being Too Critical In This Product Review?
That’s the predicament I’m sure Damien finds himself in often while explaining the music industry. Satisfying both sides of this argument. Should this knowledge be a pre-requisite to signing up? Or did we all already drop the ball?
He does do a good job of towing the line between painful beginner info and equally painful advanced info. Need to be sure to give credit where it’s due.
I thank Damian for his music business course, and may still (happily) be proven wrong about his teaching style. I would adore this because, well, I actually rather like the guy!
My Product Review On Damien Keyes’ Music Business Academy?
After Being Subscribed 6 hours And Having Watched 1.5 Modules So Far? Well…
On Get More Listens Dot Com, I try to drive home the fact no one person has the ultimate advice to provide. Each artist has a unique road to travel with their own special sort of music. It’s always best to take in as much information from credible sources as possible! Don’t limit your knowledge because some guy on the web said, “This one tiny stupid, innocuous thing.” This should not dismiss all credibility.
Cutting to the chase and point – Try it! They give a week free trial and if there’s one thing I’m a sucker for, it’s free trials. All you will want to ensure is that you mark your calendar to de-activate it at that 7 day mark! That’s because this course has a hefty price tag.
There’s two billing options present for this product. A monthly subscription where the cost is $19.99/month, or you may pay for the year upfront for $200 in total. A bit steep! But, that’s why there’s a trial right? I can’t imagine it’s hard to upgrade service level either.
Damian wants you to be a customer for as long as possible. And he wants your money, so an upgrade is likely doable, though I’ve not investigated this at all. It might be worth mentioning that part of Keyes’ pitch relies on the fact he will be raising prices soon. I’m sure he will be! Not sure how much further up you can go in a sensical manner. But, hey, so long as he doesn’t tell me what to do with my business, I won’t tell him what to do with his!
Audience Discovery – This is something you will be on the hunt for the duration of your music career. In plain English it means doing a bit of research in order to uncover those who will enjoy your art. It’s not that you want to exclude anyone in favor of music marketing efforts. There’s folks who will be into what you are doing more than others as an upcoming artist. One of the hardest things to do is locate these individuals when even they don’t know who you are yet.
Make Use Of This Set Of Audience Data As The First Steps To Finding Your New Audience!
Audience discovery starts with honest work. Before you ask, “What does someone who would like me ALSO be interested in?” Try, “What am I interested in?” If you’ve been honest in your product development and it is resonating your unique brand, this challenging task will be much more scalable.
Audience discovery also starts with self-reflection. Before you ask the public, “What do you want from me?” Look within your brand and explore who your target audience is made up of. If you’ve been honest in your work and it emanates your unique brand, this will be a relatively easy task to accomplish. Read on to find out how!
Creating an Audience discovery report starts with honest work. Before you ask, “What does someone who would like me ALSO be interested in?” Try, “What am I interested in?” If you’ve been honest in your product development and it is resonating your unique brand, this challenging task will be much more scalable. Other digital marketing tools can try to unroot that audience on a technical level. But nothing is as effective as stone cold facts. Facts in finding a specified audience are your greatest ally. Trust only what’s on paper and disregard estimation.
My Recommendation For Audience Discovery?
Make a list! What do you enjoy? Start with 5 general topics you like that are NOT music related. Then try to think up 5 that are. Finally, focus on your brand in relation to your own personal interests. If staying true to your brand, this correlation is easy to draw.
How? Consider one word interests and keep things both simple and general while finding this new audience . While drafting this, I happened to select what I ‘liked’ as the word ‘watch’. I always find well coordinated visuals a stunning feat. Based on this interest I jotted down 5 things i like to watch.
Your one word may be ‘read’. Cool! What do you like to read? You may like to run and hobbies are as good an interest here as any. Why do you like running?
My list had many more items but in the interests of time it all boiled down to 4 interests of mine. LCD Soundsystem, the Works of Stanley Kubrick, South Park and Radiohead.
After Uncovering Your Own Interests Audience Discovery Can Truly Begin!
What’s even better is that social media has made the next steps so simple. It’s a little bit of a walk to get there but hang in with me and you’ll be bookmarking this page before you know it.
This Would Be The Screen That Follows
I’d recommend selecting ‘Get More Website Visitors’ as a starting point. It is in the middle row and furthest to the right.
Above is an actual music promotion campaign ran for a recent single release. What we choose to enter for this ‘website’ we’d like visitors to head to is actually negligible for audience discovery in this moment. We’re more interested in what’s further down the page.
This Section Is The Literal Audience Discovery – Targeting
Labeled ‘Audience,’ is exactly what we were seeking! You’ll notice the top option down is selected by default and is labeled, ‘People you choose through targeting’. Since this targeting option is already selected for us (as indicated by the blue dot to the right hand side) we see a prompt directly below. This is labeled ‘Audience Details’. Click the pencil icon to the right – hand side of the screen so you may edit these audience details.
This is the pop – up which shows once we do select ‘Edit’
You DO need to select a territory first under Locations, as seen here –
Keep It Local
Plenty of megalomania to be had with time. For now, we’re just getting our toes wet, so start small. You’ll find this ad center to have more information than you may expect.
Now what about this picture do you think is driving me nuts to look at?! If you take a look at the highlighted rectangle above, two key lines of text are selected. Our ‘potential reach’ is 230,000,000 people – two-hundred-and-thirty-million people – Pretty big! The audience selection is also ‘fairly broad’. I’d say that is an understatement, yes.
What’s The Problem?
If you were a superstar this size may make sense for you. Remember, we’re starting small. This number is household name status. There’s a predicament now – We need to trim down this number! Let’s discuss why. Take particular note of what the red rectangle highlights.
Next to a search query box for ‘Detailed Targeting’ we have browse. Click that! Another pop-up generates –
Before anything else, select the option for ‘Interests’ toward the top.
As I start typing in ‘LCD’ below, the full band name shows as an option to choose from. Within the confines of the geographical space you created, your search will be filtered. It will include, in this instance, folks in the United States who have listed ‘LCD Soundsystem’ as someone they are interested in (within their Facebook profile).
Further, if I type in South Park (remember the correlation we drew between my similar interests above) we can add an extra filter to the search. Meaning, we will see folks from the United States who have listed BOTH LCD Soundsystem as an interest, as well as, South Park.
Let’s See The Result!!!
And, BOOM! Goes the Dynamite. We just whittled it down to 3,900,000. Not quite where we want to be YET, but what a difference!!!
I’ll leave the rest of the number whittling to you. To see how we brought this number down further, to 54,000, in a few clicks you’ll want to explore our premium offering. Inside our core curriculum is where the answer is found!
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