The David Andrew Wiebe Show

Email marketing is devastatingly effective. But if you’ve struggled with getting the kind of response you want or need from your subscribers, you’re not alone.

In this episode of The New Music Industry Podcast, I talk to Cheryl B. Engelhardt of In The Key Of Success. Her expertise includes email marketing and branding, topics we cover in detail to help you make the most of your email campaigns.

Cheryl also shares the incredible story behind her latest release, LUMINARY.

Podcast Highlights:

00:18 – Little black clouds

02:15 – Getting out of your own way

05:16 – The story behind Cheryl’s latest release

08:53 – How to stay on-brand with your music

12:26 – Why build an email list and what to send your fans

14:28 – Email deliverability and open rates

19:15 – What’s working in email marketing?

21:47 – Why should musicians invest in coaching?

23:11 – How people think about you (and how that can change)

24:14 – What David’s coach helped him accomplish

24:46 – What have you learned about selling courses?

27:22 – Is social media worth it?

28:21 – What is your daily routine like?

31:59 – What is the greatest challenge you’ve overcome?

36:32 – What is the greatest victory you’ve experienced?

38:53 – Are there any books that have helped you on your journey?

43:00 – Is there anything else I should have asked?

43:40 – Closing thoughts

If there’s more content than ever, doesn’t it mean engagement numbers should also be going up? Is it possible that data isn’t matching up with reality?

In this episode of The New Music Industry Podcast, I talk to Stefan Schulz of Bitfury Surround. As we look to the future of a blockchain-powered music industry, we consider how this will change royalty collection and a variety of other areas.

Podcast Highlights:

00:18 – How have you been holding up during the pandemic?

02:01 – What are some of the unique challenges streaming poses when it comes to royalty collection?

08:00 – Red tape and bureaucracy

11:28 – More content should mean more engagement

21:43 – What does blockchain technology make possible?

30:07 – New opportunities for monetization

35:33 – What are some of the greatest challenges you’ve overcome?

40:10 – What are some of the greatest victories you’ve experienced?

43:09 – Is there anything else I should have asked?

43:38 – Final thoughts

Transcription:

Coming soon.

How do you get coverage for your new release? How do you get your music into the hands of bloggers, playlisters, YouTubers and more?

In this episode of The New Music Industry Podcast, I chat with SubmitHub and Indie Shuffle founder Jason Grishkoff.

He shares how to approach your relationship with SubmitHub as an artist, how it came to be, how artists can use it as part of their marketing mix and more.

Podcast Highlights:

00:00 – How we’re managing during COVID-19

02:52 – How should artists approach their relationship with SubmitHub?

07:27 – Coming into it with realistic expectations

10:10 – How SubmitHub came to be

11:53 – Is there such a thing as typical results for SubmitHub users?

15:12 – How should artists use SubmitHub as part of their marketing mix?

21:21 – How was Indie Shuffle monetized?

26:00 – The lawsuit

32:33 – What are some things musicians should know about sending effective emails?

35:57 – What is Jason’s routine like?

38:54 – The top performing CEOs are only productive 30 minutes per day?

40:53 – What are some of the greatest challenges you’ve overcome?

43:47 – What are some of the greatest victories you’ve experienced?

48:34 – What books have helped you on your journey?

50:12 – Is there anything else I should have asked?

Transcription:

Coming soon.

Have you been enjoying the podcast? What have you learned so far? Are you interested in offering your support for the show?

In this episode of The New Music Industry Podcast, I share several things you can do to support the growth of the podcast.

Podcast Highlights:

00:18 – A different kind of episode

01:48 – There’s more we can do

04:43 – The New Music Industry sub brand

06:02 – How to support a podcast

08:50 – Follow us on social media

11:17 – Share your favorite episodes with your friends

12:25 – Leave a rating and review on iTunes

14:43 – Comment on the show notes

16:26 – You can interview me for your blog, podcast or YouTube channel

17:53 – Donate on PayPal

18:26 – Become a Patreon contributor

19:53 – Buy my books

23:26 – Final thoughts

Transcription:

Welcome to another episode of The New Music Industry Podcast. The show that covers how to adapt, grow, and thrive in the information age as a musician. Navigating the many challenges that are coming your way.

Today I wanted to do something a little bit different. And I hope you understand my heart in this. I'm not trying to be super self-promotional. But I felt for a variety of reasons, this is an important episode for me to do.

And some of you aren't going to listen. That's totally okay. The podcast is like a buffet. You take the episodes you want to listen to, and you exclude the ones you don't want to.

I already know many people that do this very thing. The say, "I love your solo episodes. I don't really care for interviews." And I'm guessing there are people who are probably on the opposite end of the spectrum.

So, don't worry. I'm still going to do all of it. Still going to do interviews. Still going to do solo episodes.

[More to come]

Important Links to Support the Podcast:

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PayPal

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Books

What is the state of the live event industry amid COVID-19? How are tech companies coping in these times of seismic change?

In this episode of The New Music Industry Podcast, I chat with Ed Vincent of Festival Pass, who shares about his new platform and journey as a serial entrepreneur.

Podcast Highlights:

00:18 – How are tech companies responding to the current crisis?

07:02 – When do you think things will go back to normal?

09:44 – Rosy predictions for the future of live events

14:14 – How to get more people out to your gigs

18:33 – What is the greatest failure you’ve overcome as an entrepreneur?

21:26 – What is the greatest victory you’ve experienced as an entrepreneur?

22:59 – The joy is in the process

23:29 – Are there any books that have helped you on your journey?

26:18 – Closing words

Transcription:

Coming soon.

What actions do you need to take to get the results you’re striving for as a musician? How do you form the right habits to ensure your brand is reaching the right people?

In this episode of The New Music Industry Podcast, I share about the long-awaited release of my latest book, The Music Entrepreneur Code, which you can pre-order on Amazon now.

Podcast Highlights:

00:18 – Introduction

00:44 – The Music Entrepreneur Code

01:33 – Book announcements

02:09 – Introduction to The Music Entrepreneur Code

07:27 – Closing

Transcription:

Welcome to episode 188 of The New Music Industry Podcast at davidandrewwiebe.com.

I’m your host as always, David Andrew Wiebe, and in this podcast, we explore two major themes:

What’s new in the music industry. How to stay current and continually adapt to rapid changes in technology and best practices to enjoy our creative endeavors to the fullest.

How to marry business and music to create expanded results in our careers.

These themes are certainly present in this episode, in which I will be sharing the introduction from my latest book, The Music Entrepreneur Code.

I’ve been teasing and sharing about The Music Entrepreneur Code for quite some time, and I’m excited to finally announce Kindle pre-orders on Amazon.

The official launch date for the book will be May 15, 2020, when paperback copies will also become available, but you may as well get a head start, head on over to Amazon and pre-order the Kindle.

As I’ve discovered in my personal development training, transformation begins the moment you make a commitment, not the moment you begin reading the first chapter. So, go to davidandrewwiebe.com/BuyCode that’s b-u-y-c-o-d-e to cast your vote, make your commitment, and bet on yourself, your potential, your future. You’ve got what it takes.

Over the years, you’ve heard me announce several new books on the podcast, but for me the excitement and novelty never wear off, and I firmly believe this is my best book to date.

So, in terms of what’s new, it goes without saying that my book is a new resource for music entrepreneurs like you.

In terms of marrying business and music, this should also be obvious. This book details exactly what you need to know to get in the right habits and daily actions to help you build towards your own version of success and creative freedom, no more, no less.

So, let’s get into the introduction.

Introduction to The Music Entrepreneur Code: How to Get Paid for Your Passion and Impact More Fans Without Wasting Years of Your Life and Thousands of Dollars

There are musicians. There are entrepreneurs. Then there are music entrepreneurs. Though it represents a small group of rare individuals, it’s a movement, and it’s growing. And, it will continue to grow.

In these times of constant change, rapid technological advancement and endless distraction, how you approach your career or business in music matters more than ever.

In these times of constant change, rapid technological advancement and endless distraction, how you approach your career or business in music matters more than ever.Share on X

You can choose yourself and take control of your career. You can let others tell you what to do. And, of course, there are plenty of shades in between. Some opportunities will fit like a glove. Others will kill your soul.

But the fundamental difference – as I’ve so often said – is in how you think. It’s the difference between the entrepreneur mindset and the employee mindset.

As an entrepreneur, you work for yourself. You’re in charge of how much you make, when you work, what you create and how you share it with the world.

As an entrepreneur, you work for yourself. You’re in charge of how much you make, when you work, what you create and how you share it with the world.Share on X

In employment, you work for someone else with little to no control over your pay, schedule, creativity or how your message is spread.

There’s no right or wrong. And, plenty of people are content in traditional employment. There are pros and cons to entrepreneurship, just as there are pros and cons in employment.

But as a musician, there are so few opportunities to work for others, and even the ones that exist aren’t always great. It doesn’t help that competition is beyond fierce. If you want to work for others, you're always at their mercy, what they require of you and how much they're willing to pay. To add to the tension, they can pull the plug on you and you aren’t owed an explanation.

I don’t intend to steal anyone’s dreams. If you have major label aspirations, then hustle. Make an album, distribute it digitally, get your songs played on radio and tour through every town or city where your music is getting spun. Sell merch. Increase your budget. Rinse, repeat.

But keep in mind that most labels these days don’t start engines. They add momentum to moving cars.

Unless you’re already established, they won’t turn their head your way. To add insult to injury, they will keep most of what you make when they finally decide to work with you.

Surely, a label is owed something for their work. But to the tune of 80 to 95%, sometimes more depending on the deal?

In an all or nothing world, that leaves you with no wiggle room. Signed or independent. No in between. And, sometimes being signed is more attractive than being independent, while at other times it’s the opposite.

What they have in common, though, often, is they are reliant on the established system of venues, festivals, media outlets, radio stations, streaming platforms, online stores and so on.

Fortunately, it's not an all or nothing world, and there is a third option. It's called music entrepreneurship.

As a music entrepreneur, you will take complete control of your activity, creativity, product, pricing, marketing, branding, strategy, team and every other aspect of your career and/or business.

Of course, it could be considered a double-edged sword. Being responsible for everything might seem scary and even overwhelming. You’re not going to have answers for everything.

But that's also what makes it so rewarding and fulfilling. If you believe you have what it takes, then isn't it worth taking a chance on yourself?

Scary as it might seem, most days, I wake up excited about the possibilities. Do you?

Now, there’s no sense in pretending the established system doesn’t exist. It does. It’s there. If you can court it, partner with it, take advantage of it, you should.

Some seem opposed to utilizing any part of the system, but I think that’s baloney. Even as a music entrepreneur, you are never completely outside of the system. You can’t build your business by separating yourself from it. It’s just that you’re not 100% dependent on it.

I know rock music is supposed to be about sticking it to “The Man”. But you need to face the fact that, as a music entrepreneur, you’re going to become The Man. And, you’ll be one among many.

An entrepreneur uncovers opportunities. She sees possibilities where others see none. She negotiates her own deals. She strikes up partnerships with people and companies that can help her, even those outside of the industry. She will stop at nothing to see her dreams realized.

All you’re doing as a music entrepreneur is adding those possibilities to your repertoire. You’re building a structure to ensure your future success.

You, my friend, are an entrepreneur already. But to this point, you may not have even considered that possibility.

You, my friend, are an entrepreneur already. But to this point, you may not have even considered that possibility.Share on X

You can’t un-see it once you’ve seen it.

Don’t believe me?

Consider all the gigs you’ve booked, all the marketing you’ve done for your shows and releases, all the music you’ve digitally distributed. You’ve been cutting deals already. Sounds entrepreneurial to me.

Now, the true definition of an entrepreneur is someone who lives off the assets they’ve created. By that definition, there are few true entrepreneurs out there.

But in life, you are what you create yourself as.

In life, you are what you create yourself as.Share on X

So, will you create yourself as an entrepreneur? Will you make your own way instead of waiting for someone else to give you a hand up? Will you empower yourself?

That’s my invitation to you as we begin to explore The Music Entrepreneur Code. Let’s crack the code!

Closing

Again, if you’re interested in The Music Entrepreneur Code, head on over to davidandrewwiebe.com/BuyCode. And, while you’re there, you’ll see that all my books are on sale. So, if you’ve been sitting on the fence, consider a new action. Sitting on the fence hurts and the only person who can help you get off the fence is you. Make a commitment to yourself and your growth. You’ve got what it takes.

And, if you have any questions, comments, suggestions or feedback regarding the podcast, please reach out to me on Twitter. It’s really the quickest way. So, please send your @mentions to username @davidawiebe. That’s d-a-v-i-d-a-w-i-e-b-e. I’m more than happy to read and answer your comments on the show, if it makes sense to do so. So, again, send your comments over to @davidawiebe, and I look forward to connecting with you.

I’m David Andrew Wiebe, and I look forward to seeing you on the stages of the world.

Picking up where we let off, Dave Chick (of Hatched Productions) and I are back at it again.

In this episode of The New Music Industry Podcast, we continue our conversation, touching on everything from the project cycle and making the music you want to make, to gear and listener behavior in the digital age.

Podcast Highlights:

00:18 – The project cycle

13:05 – Making the music you want to make

20:34 – Gear talk

25:12 – Analog vs. digital debate

26:00 – Consumer/listener behavior in the digital age

29:10 – Rough takes, demos, stems

31:43 – Closing thoughts

Transcription:

Coming soon.

It’s a little-known fact that I used to be a co-host of Inside Home Recording towards the end of its lifespan. But I do remember that experience fondly.

In this episode, I catch up with long-time host of IHR Dave Chick (of Hatched Productions), who has been working as a composer and sound designer for the last 12 years.

Our conversation jumps around from taking a circuitous route in life and podcasting to our tastes in music, building business connections and more. This is part one in a two-part series.

Of course, for the budding composer, we get into that side of things too!

Podcast Highlights:

00:00 – Capturing quality audio

01:45 – Welcome to Inside Home Recording?

05:48 – Taking a circuitous route in life

11:30 – 10 years in podcasting

13:25 – The realities of music streaming

20:06 – Sound design and composition

22:12 – Dave and Dave have a similar taste in music

26:07 – Building connections and working with clients

31:23 – Burnout in music

Transcription:

Coming soon.

Well, it’s been two weeks since the last episode. How are you doing? Is everything okay in your world?

In this episode of the podcast, I share a few things that will make you go “hmm…” about the coronavirus. If you are easily offended, it’s okay to give this one a pass.

Podcast Highlights:

00:18 – Why I generally stay away from mainstream topics

00:33 – Things that make you go “hmm…”

01:01 – Wishing you well in these uncertain times

01:43 – Disclaimer

01:49 – Observations about the coronavirus

03:35 – Word of encouragement

Transcription:

There’s a reason why I typically stay away from mainstream topics. It’s because my opinions are unlikely to reflect those who believe what they hear in the news.

And, when your opinions don’t line up with something practically everyone believes, you quickly become a target for ridicule.

So, in this podcast episode, I’m going to take a slightly different approach. I’m going to share a few observations and sentences that might make you go “hmm…” about the coronavirus.

Although I’m not Mark Twain, I’d like to think that if he were still around, he may have said some of these very things.

These observations aren’t meant to offend. They aren’t meant to get your panties in a bunch. They’re just meant to make you think critically about what’s going on in the world.

These are uncertain times. And, I’m not unsympathetic. I have personally been self-isolating for over two weeks. With travel bans and inter-province travel being discouraged, I’m opting to stay in Calgary, because no matter where I go, I’m just going to be self-isolating for the foreseeable future.

But enough about me.

Cordially, I hope you are well. I hope your family and friends are well. I wish my very best to anyone who has been directly and indirectly affected by this pandemic.

While I don’t think we’re headed straight for Armageddon to begin with, I want you to know that there is hope. Things are going to get better.

So, with that, I’m going to get into some things that will make you go “hmm…” but if you’re easily offended, this is the time to shut off this podcast episode. Fair warning.

Observations About the Coronavirus

The only way toilet paper is going to save you in the apocalypse is if god himself accepts it as currency.

Instead of buying toilet paper, consider buying books. You can be educated, entertained and inspired by the content on the inside, and worse comes to worst, you can use them as toilet paper too.

Alcohol takes the lives of up to three million people annually, and yet we don’t shut down the world to analyze the situation.

Car accidents result in roughly 1.35 million casualties each year, but you don’t see anyone trying to put the world on lockdown to solve the issue.

Each year, the flu takes the lives of 16,000 to 61,000 people. So far, we’re right on track.

The most common way for a virus to spread is through horizontal transmission, which includes contaminated transfusion and needle sharing. Yet everyone is in a hurry to get the vaccine.

If vaccines worked and gave you immunity, why would you care about those who are unvaccinated?

The government is offering employment insurance, subsidies and loans to individuals and businesses right now. What’s stopping them from taxing the hell out of us next year to recoup costs?

If the pandemic is just a massively publicized distraction, then the thing you should be worried about is what’s going on behind the scenes.

Everybody’s staying inside, where we’re allowed to be. The thing we should be worried about is what’s going on outside that we’re not allowed to see.

School’s out for summer. School’s out forever.

Telling creatives to stay home is like telling them to go and be more productive. Here’s some time to do what you love. Go do it!

Conclusion

So, with that, I’d like to close another episode of the podcast.

No matter where you are, and no matter what’s going on in your world right now, from the bottom of my heart, I wish you my very best.

This is a great time to think and reflect, set goals, make plans, strategize, connect with friends, create new connections, practice, write, record, publish and more. It can be an opportunity for you to achieve the things you’ve been meaning to get to.

Take care, be well, and don’t overdo it.

This is David Andrew Wiebe, and I look forward to seeing you on the stages of the world… when they’re open again.

Who do you buy from? How do you choose from the wide range of products and services available? Is there a specific way we should be conducting ourselves and interfacing with businesses we choose to work with?

In this episode of The New Music Industry, I look at doing business in the music business, and offer some tips on how to get the best results possible from those you buy from.

Podcast Highlights:

00:18 – What’s to come for the podcast

00:58 – The music business is a handshake business

02:13 – Doing business in the music business

03:05 – Trust, but verify

04:33 – Two sides to the equation: The business and the customer

05:55 – You’re not paying for products or services, you’re paying for value and results

10:02 – The challenges that come with pricing

10:47 – Guilty until proven innocent

11:59 – Mistakes will be made (it’s human)

12:58 – Don’t ask a business to work on performance (unless that’s their model)

16:45 – Don’t tell someone how to do their job (unless you’re willing to pay more)

23:53 – Do your homework

25:51 – Final thoughts

Transcription:

So, I have a couple of great interviews in the can already and I'm really looking forward to sharing them with you. The reason I'm doing another solo episode here today is that tomorrow I'm headed back to Calgary for a few weeks. And as you know, I spent the last… let's say five and a half months or so in Abbotsford, BC, and it's been incredible and I do plan to come back and spend a little bit more time out here, but I'm headed back to Calgary to visit with friends and family and do my taxes and maybe just get a little bit of a change of pace, change of environment. Always a good thing for us business owners to have.

Lessons from Episode 183

Right. So, I have another open-ended rant prepared for you. Just as with the last episode in which I talked about whether social media is the answer. Used the right way, there's a lot we can accomplish. We can build amazing relationships.

And I think, you know, this is still very much a handshaking industry. You’ve got to get out there and meet people, otherwise, your business just isn't going to grow. And I think we get sucked into this idea that if we just spend all our time and energy learning about digital marketing and implementing these tactics we’re somehow going to get ahead.

But the thing is, it's really a full-time job. And you as a musician would be better served in making more music while you hire an expert who's great at what they do and is knowledgeable and has a ton of experience optimizing your website and social media presence and so forth to do it for you.

Because doing it by yourself, there's a good chance you're just not going to be as effective. You're going to have to become a digital marketing expert to be effective at this. So, no, I don't think social media is the answer. I do feel it has its place and I do feel it plays an important role in the music business, but it certainly isn’t everything.

Who to Trust

Now today's topic, it's doing business in the music business. I feel this is getting to be an increasingly important topic in the music business right now because there are more service providers and there are more product providers out there than ever. There are more experts, there are more consultants, and there are more managers that you could potentially hire to help you grow your career, and this is great.

I mean, it's awesome that we have so much choice and that there is so much great information and there are so many amazing podcasts that we can listen to, blogs we can read, and videos that we can watch. It's absolutely astounding, but we still need to be very discerning as we begin to sift through the options and consider whom we'd like to work with and who's the right pick for us, and who's going to be the right choice for delivering what we've requested of them.

Be discerning in whom you choose to work with.Share on X

I think Derek Sivers really said it well. He summed it up by saying to “trust but verify.” In other words, trust the people and what they're saying, but also go and check. See if they have testimonials or ratings or social proof, as in maybe a big following, a larger email list, and traffic to their website.

There are so many ways that you can go out and verify the facts for yourself these days, that it's just lazy to not do that. And I see a lot of musicians doing that. I even got someone saying, “Who are you to teach a free music marketing webinar?” And I just thought to myself, “Ah, that is so funny.”

You could come to the webinar for five minutes and if you felt it was a waste of time, you could just leave. But what if it turned out to be the best opportunity of your life to learn how to market your music and get it out there?

I don't think any of us are really entitled to complain about the free content. We shouldn't be going looking for more support on the things that people like me provide on a weekly basis.

This takes effort. This takes time. It's not a huge sales engine or money-making machine. It's just a way to build a relationship that lets you know that I'm still at it and I'm still out there.

Yes, content marketing is incredibly valuable, and it generates a lot of value for businesses when done correctly. But at the front end, this is just a ton of man-hours, as Brian Poillucci said so well in an earlier podcast episode.

2 Sides of the Equation

So, as I get into some of the meat of today's topic, I think it's important to acknowledge that there are two sides to the equation.

And anybody saying any less is just short-changing you because they're often talking about themselves and how the money benefits them, and that's wonderful. And I do think business owners should be treated well, and I do think we should be paid what we're worth. At the same time, that can't happen if we don't value our customers and see this discussion really from both sides.

So, I'm acknowledging that in every business it really is quid pro quo. I scratch your back, you scratch mine. I am the business owner; you are the customer. There's a certain amount of value that I provide, and I do my best to establish what those terms are with exacting clarity so that we both understand what it is that we're getting in the end, what it is that I'm providing and what you're ending up with.

This episode is focused more on the service or product provider. But with that in mind, still felt important that I acknowledge both sides because a business is not a business without customers.

So, there are just three points that I want to cover today, although I'm aware that we're already basically five, or six minutes into this podcast episode, so I sure can ramble.

What You’re Paying for

But the first thing that I want to touch on is, you’ve got to realize we're in the information age and you're not paying for a product or service, really. You're paying for the value and potential results that that product can provide.

Let's talk about the example of a book. I've written four books. I have a fifth book coming out.

I'm not sure if you're aware of this, but it takes a ton of man-hours to put together a book. It's really on par with writing, recording, and publishing an album and all the marketing work that goes into it. I feel that a book takes even more work than recording an album does. Although you can take that with a grain of salt.

Now, it's interesting because a book probably takes more man hours in some cases than it does to create a course or an eBook, or an audio program, or a newsletter, and yet it is the cheapest of any of those products I've just named when really it should be the most expensive based on the value it provides if somebody has taken the time and effort to comb over.

Every sentence and every word that's in that book, the author hasn't just puked it out on paper without thinking about what they're saying or thinking about what the table of contents was, or what they wanted under each subheading, and what points they needed to be making.

If someone put a lot of thought and effort into this, if they put a lot of research into this, if they put a lot of their own experience and man hours into it, then truly it is worth way more than the average cost of what a book costs.

What's interesting about a low-cost offer like a book is, is that basically there's massive upside potential, but almost no risk for the customer. Because if you learn one, two, maybe three things that you can take away from that book for 15 to $35, that is massive value. That is an incredible value.

If you get absolutely nothing out of the book, then yeah, you could say maybe it wasn't worth it, and the author perhaps should have put a little bit more time and effort into thinking about the points they wanted to make in that book.

So, one of the things that's important to think about is to not make snap judgments based on the price of something.

An eBook may cost $35, but again, that eBook could have been poured over for a very long time, and the author may have taken a lot of trouble and a lot of time to break it all down into just the core topics, just the core techniques or essentials that needed to be covered in that book and cut away all the excess.

Editing takes time, too. It takes a lot of time. And you know what? Editors get paid very good money for their work. Oftentimes, I've used editors before, they get paid very well for their work.

So, today, it’s important to understand that it's so easy to look at like a $2,000 course and go, “Well, that's way too much. I would never spend that amount on a course. I'm just going to go find the information for free on the internet.”

And by the way, here's a tip. You're going to be spending the next 10, 20, 30, and 40 years of your life searching for the same information because again, someone painstakingly, curated, synthesized,...