How To Make Money With Music | Cheryl B. Engelhardt | Skillshare
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12 Lessons (53m)
    • 1. Class Overview

      1:43
    • 2. Class Project Overview

      8:16
    • 3. Making Money Selling a Product

      5:00
    • 4. Marketing a Product

      2:36
    • 5. Making Money Selling a Service

      6:17
    • 6. Marketing a Service

      3:54
    • 7. Making Money Selling a Product

      6:45
    • 8. Marketing an Experience

      3:07
    • 9. Marketing Assets & Opportunities

      4:15
    • 10. Active vs Passive Income

      4:26
    • 11. Getting Paid!

      4:47
    • 12. Final Thoughts

      1:36
14 students are watching this class

About This Class

A music career is not what it once was- “starving artist” can be a thing of the past. There are more and more ways independent musicians can increase their income. 

In this course, we will look at the three different areas musicians are making money- through selling products, selling services, or selling experiences, and the different active and passive income that all three can offer. Students will create a Money Manifesto based on their Goal Tracker and create a research and outreach log, among other tools to help them get a handle on creating income.

This class is for any musician looking to increase their income, whether they are just starting to turn their music hobby into a serious career, or they are a seasoned songwriter with several records under their belt or are developing a love for commercial and film scoring.

I created this class because I used to look for a concise course just like this. I've compiled my decade of touring, performing, recording, licensing and crowd funding successes, in addition to 650 hours of career coaching training, into this one course. 

Don’t let anyone tell you it’s not possible to make it as a musician today. I’ve done it! (And you can find out more about me at www.CBEmusic.com).

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Transcripts

1. Class Overview: Hi, I am Cheryl Be Inglehart. I am a composer and singer songwriter. I've been making a living as a musician for over seven years, and I am really excited that you're here with me today. I got my start in music in the advertising industry as a music tech at a jingle house. From there I started composing just because I thought it would be fun to see what the other composers were working on and music supervising, choosing songs that have already been written to put into commercials. While I was there, I started recording my own records with my band and started touring on the weekends, and I realized I really loved being the touring musician things. So I left the Jingle House to do that full time. Since then, I have come back to being a freelance composer and continuing to record my own records license song. I've had over 40 placements on television shows and commercials. I've started creating courses like this one to share my knowledge, share the mistakes I've made so you don't make them and can really propel yourself to a career that you love. So in this course, we're going to break down the money making process into three things you're selling either a product, a service or an experience. Some of you might be selling two or even all three of those things. But we're going to separate them and look at them as different ways to make money. We're then going to talk about passive income versus active income, which is a really great distinction to choose how you want to create your money portfolio as a musician. Lastly, we're definitely going to talk about how to do some marketing of those products, services or experiences that you're selling. So you're really targeting the right audience. I am so excited to be doing this with you, and we're going to create an awesome money manifesto so that you have a very clear path to take after you finish this course. 2. Class Project Overview: So in this class you are going to create your own money manifesto. This is going to be your guide, your home base for all the things that you're gonna do to create all sorts of different income, passive income, active income and come from licensing, touring, whatever it is that you're interested in, you're gonna create this document. So you have something to reference to when you're feeling stuck or when you really need a boost in income. We're gonna create a long term plan based on very specific goals were going to figure out what kind of research and outreach you need to do in order to obtain those goals. So in this course, you're going to work on two different documents. One is the gold tracker, and the 2nd 1 is the money manifesto. We're gonna start with the Gold Tracker. This is something that you can customize. It's gonna be a word document. I have customized mine here for you guys to take a quick look at Basically, it is a way for you to see in one sheet what you're up to for the next six months or four year. I like to use these as year projections. So for me, I have a bunch of different things that I'm working on. One is speaking gigs. I create some courses I do consulting for musicians and also brand consulting for small businesses. I place my songs and do licensing deals. I score ads and films, and I also have my own specific monthly income goals, so you can cater this to whatever makes sense for you in the or document. The idea is that each of these things are going to be directly related to income. So instead of songs written, it's song placements. So now I'm looking at song Place in some, like, Okay, I want 10 this year what I need to do in order to color in this first number one, cause that's what you do. As soon as you get a song placement, you go ahead and color this and will when you get to see your visual progress. So if I want 10 song placements, I need to actually write record and produce those songs. So instead of saying songs produced, which if you just sit there and write songs and produce songs, they're not actually gonna make any money until you start to take more actions to go out and get the placements. So this is supposed to be an inspiring, action oriented gold tracker sheet that will keep you motivated to work towards goals that are really, really direct income creating sources, consulting courses created. All of these things will get me paid ads scored. So if I wanted to score some commercials and I don't have my real together in order to get these gigs in the first place and start coloring in my numbers, I need to have a riel. So now I know. Okay, I need to work backwards and create my video asset in order to help me get this first gig so I could color this number in. So make sure that when you're filling this out that each of the categories that you've created our direct income generators and then print it out, put it somewhere inspiring behind your computer. And every time you get a new gig, you get to go ahead and start coloring these in and seeing how much progress you're making , One other way to use this is come in the middle of the year. I'm not very good at coloring things in with my mouse, but that's okay. Come the middle of the year, you'll start to see where you're making a lot of progress. You can look at what's working and do more of that. You can look at what's not working, okay? I haven't created a lot of courses recently. Maybe I should start working in that area. Cool. Now I have some new goals for this week or this month. Could really see where you need to make progress in order to cheap all these goals by the end of the year or however much time you've given yourself. Now, let's take a look at the money manifesto. We want to get clear on our goals first, so that when we head to the money manifesto, we are clear on what we're working towards. So you'll notice that there are different tabs. I have. I have this open in numbers. You may be using excel, which is fine, and you'll see all the different tabs. You can cater these to the projects that you are working on the very first tab. You wanna put your gold tracker goals into the gold section here, so I'm going back speaking gigs, courses created. Let's start with those. So I'm gonna type in speaking. Gigs, of course, is created. So by the end of the Earth, by the end of the year, we want 10. If you want to work within a month, that's fine. So let's say January not gonna have this call right now. January In comfort rejection. I would like to say I will have $2500 by the end of January from speaking gigs. What are the milestones? This is also actions that you can take these air smaller goals within this bigger goal. So milestones getting signed. Let's build this with a speaking agents. What's another milestone? Speaking on a panel, maybe not going to help with the money. But it's going to get me that resume that I need to eventually get paid $2500 to speak so you can create as many milestones as you need and do this for each of the goals. Next, you can use your different tabs. You can create more tabs. You can use these as templates. This is your research and outreach database here. So for licensing, if you know that you? Your music definitely should be on that CW show you saw last week. You can go look up the music supervisor. Find her name, miss with the blue and find her contact phone, blah, blah, blah, blah. Fill all this out and really get clear. This is the really super important column here. What I can provide. This is not just gonna be music or songs. Don't write that. It's the This is the opportunity you're providing, Mrs Blip Blue. So get clear on this. What? What what opportunity are you going to be sharing with this person? If you're giving them music, that's a perfect piece of music. For their next episode, you might be providing them with peace of mind. With freedom, they could go home early with creativity. Um, he's, you know, creativity should know how to spell that word. I do it every day and then in here you're gonna say, Did I contact this person? Yes. On 10. 15. Did you follow up? Yes, on 10. It should be about a week later. So we're gonna say 20 to the results. She actually said she set with music, but to check in in three months. So you're gonna put all these notes in here so that you can keep track of who you're talking to and when you need to check in with them again? What I would do right now is go to my calendar and schedule a check in email with this person. So in three months, go three months from now. Put that in your calendar. So then it just exists. You want to think about it, etcetera. You can do the same thing for gigs when you're looking at venues, booking companies, booking agents, right, the results down bold. The people that respond positively to you. Um, keep notes for yourself. Make this grow If you have your own gig database. Um, this is extremely powerful. Toe. Have this all in one place. You're not gonna paper napkins float around your your studio. If you are taking notes from phone calls, just have it all in one place. When you go to networking events, people that you meet, this is where you can put in all those business cards that you've gathered, and then you can go recycle them. You have all the information you need here when you're gonna follow up. What's what are you providing them? What can you provide? Make sure you fill in this columnist super important collaborators, other songwriters, people that might want to buy your instruments, people that you might want to work with. Anything that doesn't fit into a category. This can go here. If you're a teacher, keep track of your clients and your teach your teaching students and how much you're charging. And make sure that these air all in line. All these tabs are in line with what you've got going on in your goals. Here. This is all in one place. Your research, your outreach, your money manifesto is going to be a very powerful tool for you to see what's working and to see what's not working so that you can do more of what does work and less of what doesn't. All right, let's get started 3. Making Money Selling a Product: so many of you are out there making products. If you're not making products, maybe this is a good video to watch, because you might get some new ideas on how to generate some new income for yourself. So when I say making products, this isn't just actually making CDs to sell, Although that is the biggest one that we musicians are creating. You're also creating merch, right T shirts, mugs, pens, whatever you're selling at your live shows. I know a lot of musicians who make their own instruments, percussive instruments, guitars on the side, and it's a passion of there's there's a huge market for that. Also, your products are acoustic versions of your song songs that you license. You're selling something to somebody else these air, all products that you have made and can make money off of any V I. P exclusive things like a sign poster assigned instrument that you were planning on getting rid of another product that you could sell. Lastly, APS For fans. You can create a digital mobile app for your fans or V I. P access that has all sorts of different fun stuff for your fans to engage with you that they pay a monthly fee for. So the people that buy products are very different from the people who buy services or experiences. So you really want to know who you're targeting when you're selling these products at your live shows, you absolutely have to make sure that people know you're selling something. It's OK to announce in between a set that you have CDs for sale, that you have merchandise, that they can take the experience of being at your live show home with them. You want to make the transaction really, really easy. So whether you're selling your CDs online or people just going through iTunes and buying your music that way, make sure everything that you have available for sale is very obvious to find on your website. You also want to make sure that the company that you're selling the products through say you're using CD baby to sell your actual CDs. You want to make sure that you're linking directly to that page. So again, you don't have to make your fans do any work to find the products, and by them you want to make this process as easy as possible so one of the products that you're selling that I know a lot of musicians are really, really interested in selling Mawr of is the songs that you've created. You can sell your songs in the form of licensing, so you're not actually selling them. You're not giving up that song to someone forever, right? You're allowing someone to use your music in their TV show or commercial or Web video or film. Whatever it is. Usually there are royalties that are paid out. You need to make sure that you are signed up for a performing rights organization. That's ASCAP, B M I or C Sackett here in America. We'll get into that a little bit later. Right now, what you need to know is that if your songs air registered with your performing rights organization, you're going to get paid for any broadcast of your song. Whether that's on a radio show played in a store of somewhere where people could buy clothes or like I said on a TV show or commercial, the ways to go out there and actually find the people that are using your music is to really do a lot of research. As to where you think your music would be best used if you watch a television show and you always get to the end Montage like my song would be perfect right here. Go look up the music supervisor or the music producer on I. M. D B Movie database and find out what agency they're working through. A lot of them work through agencies and ask them how they would like to receive music. Some people don't like getting cold calls. Some people don't like getting MP threes in their email, so you need to find out how to really cater your pitch to that particular movie supervisor . Another way you can find out about indie films is going on the difference. Audition websites like Backstage, even Craigslist to see who is auditioning for their next indie film or student film. Those people probably aren't yet at the process where they're thinking about music that they need. So if you catch them early, you can say, Hey, I see that you're creating this kind of film. Do you have anyone that's providing you with music? I've loved to be that resource for you when you're thinking about making new versions of songs you've already written, like acoustic versions or remixes or anything else that is a different version from the original recorded version. You can really create a huge buzz with your fans around this new music. You can make it very exclusive you can make a signed digital copy of homemade CD is even cheap for you to make and really cool for a fan to get, and you want to make sure that you're charging for that. Some of that experience exchange. It has to be a transaction I know you want to give everything away for, for you just want to get your music out there. But if you have chosen this as your career, you have to make sure that you are treating it like a job. So you are doing something of value. You're providing a product of value to someone else. It's okay to accept money for that. We're gonna talk about fan funding in a second as well, and I know there's a lot of musicians out there that feel like it's asking for help, and it's it's a weird thing. We're gonna debunk all of those those thoughts, but for right now, know that your products have value, people want them, and the more you can create and the more original you can get with those creations, the more like you're going to be able to create income long term. 4. Marketing a Product: When it comes to marketing your product and getting it out there, you really need to know your audience. And I've said this before and I'm gonna continue to say this. The people that buy your products are going to be different from the people that buy your services. If you're a composer and a singer songwriter, the person that's gonna hire you to do the composing is going to be very different from a person who is interested in buying your CD or your merch at a live show. So know your audience and know who you're catering to on your website, making it easy for them to find the product. If your number one goal in your artists crew right now is to get 1000 CDs sold by the end of the year, you need to make sure that on your home page there is a huge announcement, an easy way to buyer cities right there so people don't have to go digging around for the number of people that buy a product after they see a video about it is significantly higher than if you just put a announcement on your Web page, so you want to create a video asset. This may be a little cut of your live show mixed in with hearing some of the record. You might introduce yourself and say, Hey, we're so proud of this product that we've created were so excited that you're interested in buying it. All you need to do is click the link below, make it personal, make it authentic and really engage with the person that's about to buy your product. If you have that on your home page, you're going to increase your sales hands down. You don't need to spend a lot of money doing this. Just make sure that if you're using your phone, it's sideways. Make sure you have good light and make sure that it's still you're using a little tripod or you lean it up against something. So those are the three tips on making a great quick video asset to help the marketing of your city. Last thing that I would suggest and play around with a little bit is a Facebook ad. If you post on your Facebook page, your fan page on your personal page. If you post about your CD or whatever merch you're trying to sell on your Facebook page, you're not going to get a lot of use. That's just the way that Facebook has altered its algorithm. If you are boosting a post or paying for an ad for that post, you're going to see much greater results. The good thing about Facebook ads right now is that you can pay per click to your website, so it's not just Oh, someone saw my ad. Now I have to pay for it. You actually can pay per click, so someone has to go through to your website. And once you get them on your website, if you've got that great video asset and you're really clear on how people can buy your city, you're going to turn over a lot more money that way. So experiment with Facebook ads. Make sure you're targeting the right person. The right age group know your demographic. Don't say my music is for everyone. It may be for everyone, but if you can get really specific with who you're perfect fan is and catered exactly to that person, you're gonna see better results 5. Making Money Selling a Service: there are a ton of different ways to generate income selling a service. When I say service, I mean a lot of different things. This could be song writing for other artists sessions singing, engineering, producing, writing for films or composers, playing for hired in voiceover, singing groups, tour sponsors, teaching music, renting your studio and affiliates. So that's a whole bunch of stuff there, Tana. Different websites that can support you in providing services there. Places like Need a jingle dot com, where you can compose music and bid against other musicians there. There's so many different ways that you can provide your surfaces. The thing is that the people that are going to buy your services are different than the people that are going to buy your products and experiences, right. So if you are primarily a composer or an engineer or a record producer, you want to make sure that your website, the home page, is catering to the person that's going to potentially higher you and the person that you want to hire you. If you're a composer and you love writing for commercials, but you have done all these great films and video games in the past. Make sure that your riel is commercials. Even if you haven't done a lot of commercials, you can go online. Go to video. There's a bunch of free content. You can actually ask the content owners if you could use their 32nd ad to re score for demonstration purposes and create your own real of music that you want to be composing. So make sure that you're really looks like a showcase of all the jobs that you would like to get. If your film composer or a producer make sure that you have a really that shows off the best samples that you can dio. You don't want to be that person that says, Oh, I can do everything I can do the death metal and I could do the jazz and I could do the orchestral directors, especially in the advertising world and in the film world, want to know who they're hiring for their specific skill set. You may be able to do everything that's great, but what's what's the one thing that you would love to do most? If you had the choice? I tell new producers that I come in contact with in the advertising world that I am orchestral piano based a cappella. Give me your tampon commercials and your toothbrush commercials and your home cleaning goods that I always get those kind of feminine product stuff, and that's okay. That's the niche. I like writing that kind of music. So put yourself in a little box. I know as musicians we hate to categories are John Ron and how we right, but it's really helpful for the person that's gonna hire you again. You want them to do as little work as possible to make sure you're really showcasing the best work that you can dio in a variety of ways. So you want to show them a little bit of breath and depth. But don't worry too much about showing them absolutely everything that you can possibly do , because that's not what they're looking for. If you're an engineer or a record producer or someone that plays on records and musician for higher, you can also have a video riel. You can introduce yourself. You can show them some samples of how what your room looks like, what your studio looks like, how you like to work, and then also underneath. You can have playing some of the music that you've produced some of the final product so they can hear what they're going to get when they work with you again. A video asset. You may not think it's important for what you do specifically, but it will get people to engage with you and you get to show them who you are, and then it becomes personal and you develop that relationship right from that video song. Writing for other artists is a great way to build relationships network and create some potential income. When you call right with another artist, you both register the song under your publishing company again. This will be something we cover in the performing rights organization section of this course, but you want to make sure that you get in writing before you write the song that anyone in the room gets. You split the song evenly unless you decide otherwise. I always come in with a sheet. It's not awkward. It shows that your professional that you mean business and you're gonna take care of this. So it's not a conversation you have to have later. I've had one, too many songwriting sessions were later on. They changed this or that, and then we have to negotiate What the fee is, what the split is if the song ever makes money. So you want to make sure you get those contracts up front. Besides having a great video asset on your website to help promote whatever it is that you are providing, you want to make sure that you have gone through and done a lot of research in the area that you want to be working. So if your producer you want to make sure that you're listed on any directory that lists producers, you have to think of, where is the next person that's gonna hire me? How are they gonna find me? But they're gonna go to your website when you search music producer in whatever city you're in. Does your website come up on the first page of the Google search? If not, first of all, make sure that you have all of your search engine optimization keywords there. That's a website thing. Don't worry about that. If that's not something you understand, you want to make sure that you are listed in all the different directories. So do a little bit of research. This is something that will be doing on the music, the money manifesto and get yourself listed where you need to be listed. If you're a composer or if you have music that you've already written, you can put that into nonexclusive libraries. Pump audio a PM There are bunch out there. Make sure that the deals are not exclusive. Sometimes they change so that you can put your music in multiple libraries and then that music is going to make money for you while you sleep. One thing as a composer that you definitely want to just be aware of is look at the contract. Is it a buyout? Ah, work for hire. This has to do with the copyright and ownership, and whether or not the company that has hired you is going to pay out royalties later. If you write music for a commercial on, is it? It's a buyout. That means that the fee that they pay you is that's the money you're gonna get forever. If the commercial ends up on the Super Bowl, you're not going to see any money later. If it's a work for hire. You will be able to negotiate royalties. You'll get some lines on the contract and you'll be able to be paid long term for the work that you do up front, which may mean that the field front might be lower, but it could work in your favor. So make sure that you're clear on how that money is gonna work, and if it is something that you can get paid for later, that it's being registered in the proper places. So talk to the person who's hiring you and making sure that if there are possibilities for royalties, that they have done all the work they need to do in order to make sure that you get paid later. 6. Marketing a Service: We already talked about creating a marketing asset for the service that you are providing and making sure that that it's front and center on your home page of your website, as well as a link to your website. In all of your social media about pages, everything that you do online should direct back to this home page of yours that has your marketing asset. You want to be really clear on what you are providing for people. The other thing about selling services is it's a relationship when someone's hiring you to work with them, they're not just buying a product and walking away. You really want to make sure that you let people know who you are, that you are working for them, that you have integrity, that your professional and a lot of this is going to come across in how you talk to people . So you want to start thinking outside of the box a little bit. Get yourself to networking events to music conferences to places where your ideal customer is going to be hanging out. So if you're really interested in film composing, make sure you're getting to the film festivals and your meeting directors and you're taking them for coffee and for drinks and doing the whole networking thing. It's something that musicians hate to do is get out of side of our musical box. But you got to do it because people are gonna hire the person as much as they're gonna hire your skill. One of the outside of the box thinking, networking things that I did was I went on the Craigslist and looked up people that we're having auditions for their next indie film. This is When I was first getting started. I didn't have a film reel yet. I went to the auditions with the clear intention that if I got a part, I would I would do it because that would just be crappy if you didn't and I auditioned for the movie, and at the end of the audition I said, Hey, is do you know anyone that's doing your music yet? If not, I would love to be your composer or considered as your composer, and I handed them a card. I never got a role in any of these movies, but two out of the three times I did show up for an audition. I ended up becoming the composer for that film, so that's just a way to get in early, to think outside of the box, to really show people that you are willing to do the work and give them a little insight into what they can expect from you. Another great reason to go to networking events like expose and music conferences is you have a potential to meet some tour sponsors or to meet people that might want to get involved with the work that you're doing again. This is relationship based. People do not want to sign on with people who are jerks. So if you can let people know that you're really proud of the work that you do, that there is value and you create an opportunity for them. This is not a Please come help me boost my career. It's Hey, I think we could create a really great partnership or collaboration. This is the stuff that happens in person. You want to make sure that you're at those events. You're talking to different people. You're seeing opportunities everywhere and creating them for other people. If your producer or an engineer and you really want to be working with new bands up and coming bands. Go to the hot local venue in your area and start talking to bands after shows, you know, and make sure that you show them that you're interested in their music and that you can see a possible partnership in the future. This is something that people are really going to be attracted to. It's not, doesn't sound or feel silly. It's really creating partnerships and opportunities for other people is what's going to be the thing that has you create new clients and new relationships. The last way that you can really let people in on who you are and what kind of work they can expect is to have some great branding. Make sure that your headers for Facebook, for Twitter for anywhere where you hang out online are consistent with your Web page and that in your email signatures there are direct links to your reels. So anyone that gets an email from you has its information on hand. They don't need to go do work. They understand that you are a professional, that you are consistent and that they can count on you to do high quality work. That's what your branding says to them. So make sure that that's all really consistent. When someone finds you online, they're not going to go to some weird website that looks really different from all the other websites. You're making it easy for people to understand who you are right off the bat so that they can get to the good stuff, which is watching your reels in hearing how great of a composer you are. 7. Making Money Selling a Product: Let's talk about the experiences that you can sell. Experiences meaning tickets to a live show bus king on street corners. Providing house concerts. Putting together a live music festival. Check out gig salad dot com. There's a bunch of different resource is there if you're a public speaker, new, like talking at music conferences or if you're a cover band performing at weddings and lastly, crowdfunding. So first, let's talk about the live show. Live show ticket sales are alive and well. We know that the CD sales in the music industry are going down. But there's something about the experience of being at a live show that people just can't replace digitally at your live shows. The people that are going to buy your cities in your merch are buying it because they are going to be taking home a silver near a little piece of the experience that they just had these air different people than the people that are buying your music on iTunes at home, right? So you want to make sure that they know that they can buy these CDs. You want to be available after your live show to sign the CDs to sign the T shirts to engage with your fans to develop that relationship so that you have repeat customers. That's except essentially. What we're talking about is creating a long term engagement plan, and the best way to do that is in your live shows. So you have your traditional live show at a music venue. 152 103 104 100 people. You also can play of a jillion other, different places, like museums. House concerts are the number one way to increase your income right away. Talk about that in a second, Um, ski resorts. I did a whole ski resort toward Not only do they pay you to play in their dining areas and on their balconies, but they also give you tickets for the day and probably hotel rooms. That's a great tour to do. Just ski resort tours, college radio. Make sure that you're hitting up all sorts of different college radio stations in the afternoons before you have shows that evening. Not only is a great way to get more people out to your show, but you're developing relationships with radio stations that are gonna help promote you even after you left town. I have a whole list in my E course in the key of success of about 20 different places that you can play that you probably haven't thought of yet. So start thinking outside of the box thinking, Where are people going to be excited to hear live music, possibly hire you for something else or pay you right there on the spot? Crowdfunding isn't experience. Crowdfunding is a huge thing right now. I'm sure you've all heard of it at this point. We've got Kickstarter and Indiegogo and pledge music specifically for people who are creating a record and want their fans to help fund the making of that record. There are also platforms like Patri on that are new, awesome ways to constantly create content and get paid for it. So here's the back end of my pledge music campaign, these air, all of the different incentives that I provided people and there you can see that they're hugely different in price range. Some of them the $0 they're part of a bundle, but they are. They're really all over the place. You can get a five minutes Skype with my basset hound puppy. Oliver, you get a box of surprises. Access passes the lowest thing that people can get. They just get all the V I p updates. I will write you a cover song if you're a musician and you want my E course, um, everything to me writing you a jingle or song or sonic logo or access to a private listening party. A phone call with me tickets to every show I perform ever. Lots of different bundles. You can bundle things up. People like one thing, you know, if you're a musician, I had a bundle for musicians ee course, plus a coaching call. Plus, I will promote you on Twitter for a day. It was all sorts of neat things that you can do in this back end here, and then you can update your fans every week, every month. I I suggest every week so that they stay engaged. They remember that you are doing this and then also constantly remind people that you have a pledge music campaign. Don't just launch it, post your video and then leave it. People need to see things on social media between seven and 10 times in order to act, which means in order for them to click on the button and start to engage with you. So make sure that you are not being ashamed of this awesome thing you've got going on, and you are using the widgets and e mailings and all these social tools that they've got down here to help promote your pledge music campaign. I also want to talk about patri on just a little bit. This is my patri on page, and this is where I am creating constant content, and I call it inspiring things, which gives me a little leeway around what it is I am creating, whether it's a blogged post, which is my most recent patri on post here, or if it's a podcast episode, here's one that I just recently posted with Judy Steak e. A music industry legend. Or if I do my own music creation and just continued to inspire other musicians to continue to create patriotic works really similarly as Kickstarter or pledge in the sense that you have goals and rewards and you can see here the different rewards that I provide people for every $1 people spend, they can get access to the patron Onley conversations, comments and updates. If they pledged $2 they'll get a personal shout out for me on Twitter once a month, $3 arm or etcetera, etcetera, and it goes all the way up for Patri. Patri on it goes all the way up to $50 arm or more. The only reason I don't have $1000 option or $5000 after even $10,000 option is because this is per thing and this is ongoing. So if someone's pledging $50 per inspiring thing that I make and I make between two and four of these a month and I do this year round, this person is shelling out a good amount of money. So I put the cap on $50. If someone wants to spend more than they're welcome to do that, if they would like to, there's an option to actually spend more money. It's a really simple platform. You get to create your own header, and I think it's a really great way for anyone that's constantly making content, whether it's music videos or blog's, uh, to engage with fans on the consistent level and to also earn money for everything that you ever create. Don't make the exclusive experiences that you're providing your pledgers or your patriotic people just for them. In between CDs and tourists, you can have a subscription V I. P Service, where people are paying a monthly fee to get access to special behind the scenes videos, other stuff that you're releasing in between the CDs or even a monthly Google hang out that you do with your fans. It's a great way to keep people engaged in between big press talking points like a new tour or a new record. 8. Marketing an Experience: So, obviously, if your number one goal is to get people out to your live show, you're gonna want on your home page a video asset telling your fans why they should come out to your live show. This may be an introduction to you just sitting in front of camera. Hey, we're so psyched that you're excited about our live show. Maybe it cuts to a sample of a live show. Make sure you get someone to professionally video it, or at least have a really good, non shaky, non blurry version of you guys playing. And put that on your home page. If right now you are promoting a tour, you want to make sure that the first thing people see on the home page is how to buy tickets to the tour. You can use targeted Facebook ads to get people out to your live shows, especially if you're targeting specific areas. This is a great way to really use all those targeting demographic tools in Facebook to cater to your audience. Instead of mailing out your whole email list that you have one show in Kansas City that the New Yorkers are not going to be able to go to you can really target using Facebook ads. If you use mail, chimp or constant contact or a Weber, any one of those email marketing services. You can also create a segment based on people's locations. If you inputted their city when they first signed up, send an email specifically to that segment. Make it really personal, really authentically you announcing that you have a show there and you're gonna be much more likely to engage with the right people, and they're gonna come out to yourself. Another thing that you want to think about is we're not just trying to get people to come to our show. We're also trying to get the shows in the first place. So if you are trying to get in touch of the Booker or promoter or someone who is in charge of an event, whether it's a graduation, you want to play at or wedding. If you're a cover band, you want to make sure that you have the assets to send to them as well that are going to be different than trying to attract a fan to come to your show again. It's going toe definitely have something personal with you in it. It's going to have a sample of what you look like and what you sound like when you are performing live. You want to send them something so they don't have to imagine what your record looks like. Lied. You want to send them exactly what they're looking for. They're gonna want to know all the numbers. How much U cost what your writer is. If there's anything that you need, whether it's travel expenses covered, all of that, they're gonna want to know how many people you can bring out of its a venue promoter. And if you don't know, you can tell them that you don't know. But here's what you've done in your other cities. Last thing about marketing your experiences, you can ask your fans what they want. You can ask them to see who would be interested in hosting a house concert. I had a coaching client who wanted to generate $1500 in four weeks, and the fastest way he did that was asking his friends and fans who wanted a host of house concert and then going and playing in people's living rooms. It was a great way to sell CDs, to engage with new fans that had never heard of before and really create an experience that was worth something really valuable for the people that were there. I've actually written a few articles on house concerts and how they work. So go check out my blawg living on gigging dot com and look up house concerts, and you'll find more information on how to how to really create one that's powerful. 9. Marketing Assets & Opportunities: I just want toe quickly touch on two things around marketing anything that you're selling. The first thing which I have said before is you really want to make sure that you are creating an opportunity for the person that you're presenting. Whatever. Whatever you're selling to, you want to make sure that this is about them and what you can provide them and not about them helping you. No one's helping you by buying your CD. They're going to take it away, take the city away, and they're gonna have their own experience with it. This isn't about charity. This is about creating a partnership and a transaction. It's business. So if you're watching this video, then you've already decided that music is going to be your career, your business. Do you just need to declare it an act in line with that, which means that you know you provide value and that people are willing to pay for that, So what you want to make sure that you're doing is creating an opportunity for them. I have another course on skill share that's called the perfect pitch. You should definitely check it out. It's an eight step process to really getting a yes. Every time you're making requests that people, Which leads me to my next point You do not want to be a billboard and just tell people Hey , I've got this thing out there. I've got this new music video No one's gonna care if you say Hey, I've got this new music video Will you watch it by the end of the day? Because I'm playing a game to get 1000 new views today. Will you watch this when you have a yes or no question, your brain automatically answers the question, which makes it much more likely for them to answer it online in a response. So we're going to a quick little experiment here that I do my my perfect pitch course. Take note of what goes on in your brain after I say the next two statements. Look at my bangs or do you like my bangs? So, after the 1st 1 did you just You looked at my bank's right? You you You might have looked my bangs maybe like I don't care about your hair. The second question, you probably said yes, no, or kinda, I actually don't need to know. But did you notice that you said yes? No, or kind of. So your brain is already engaging. That's the kind of thing that you want to do every day. Whether you're posting a tweet, whether you're writing an email to a potential music supervisor, whether you are asking your family to get together or asking someone out on the date, you want to make sure that you are asking them a yes or no question that is specific and has a time limit on it. So that's just the quick nutshell version of the perfect pitch course. Go there to get the full eight steps and really start. To put that into practice, you're going to start to see huge results when you're really powerful in providing an opportunity and then making a request. The last thing I just want to touch on is branding, and the word branding feels like a big marketers. Word like Coke has a brand, and Pepsi has a brand. But branding is something that we all have, and people see your branding whether or not you are being intentional about creating branding assets. And by that I mean the headers on Facebook and Twitter and what your website looks like. And the colors and the fonts and everything. You want to make sure that all of that is consistent so that people were clear that you know who you are. Do you want to have to fonts in two colors? Max, You don't have emails with all sorts of different golds and yellows and blacks and purples like get clear on who you are and why you're choosing the colors that you're choosing. Branding is the cross section of who you are authentically and who your ideal fan is. So think about that for a second. And how are you going to put that into reality? How is that gonna look visually? How is that gonna be in line with your music? Actually, another course called the Grand Brand Sandwich, which you should check out, and we dig into this hard core. We get that mission statement, we figure out what your purpose is. We figure out how to really message your purpose. And when I say message, I mean, not only the words that you're saying in your emails and your tweets, but visually messaging so that when someone lands on your Web page. They immediately understand who you are, and you don't have to say this is what we're all about because you're branding is doing that for you. So go check out the perfect pitch course and the grand brand sandwich to get really deep into these two great topics to produce even more awesome results. 10. Active vs Passive Income: So we broke down creating income into three different categories, depending on whether you're making a product service or an experience to sell. I now want toe zoom out and look at active versus passive income. These air two terms that the money gurus used to really decide how we're gonna take actions to generator income. Active income is money that you make in exchange for time that you spend. So examples of this are composing a film score. You're getting paid for putting time and talent into writing music. If you're teaching a piano lesson or guitar, listen, that is active income. You have to be active in order to make the income. Passive income is money that you make while you sleep. That means that someone can order in the middle of the night your CD on iTunes or you're getting royalties because a commercial that has a song in it that you wrote is playing on some cable channel at four in the morning. You're literally making money while you sleep. That is what passive income is online courses like this one that I'm teaching right now. Licensing fees, royalties, CD sales online and YouTube monetization are all different ways that you can generate income passively. YouTube monetization is a thing that is growing. YouTube is finally figuring out how to pay musicians for the music that people are putting on their videos away. That you can make sure that you're getting paid when someone uses your music on their video is to opt into any YouTube monetization options that you have when you go distribute your city. So if you're an independent artist and you're distributing your CD through tune core or CD baby, there's gonna be an option to say, Would you like us to monetize your music for you? Want to click? Yes, What this means is that your music then goes into a database, and there are algorithms that YouTube uses in order to decide if your music is in a video and if so, then you get paid. If there are ads on the video so this can get really complicated, we're just gonna break it down. This is what it looks like if you tell your fans. Hey, guess what? Make a home video of your favorite cat video posted to YouTube and put my song underneath it, and then make sure you put an ad in front of that video, which means that they need to go click monetization on their end. You get paid for that ad, so this is a good thing. It used to be terrible thing. Oh, someone used my music without my permission. You now want to encourage fans to make fan videos. There's also a great way to engage with their fans. So if they post a video and they let you know that they used your song it, then you can go promote it for them. And you can generate more hits for them, as well as bring mawr ears to your music and make some money. As a musician, you really want to find a good balance between active income and passive income. Obviously, the more passive income you can generate, the more freedom you have to do with your time, whatever you would like. If you have Onley income from active sources, you're really limited to the amount of time that you have in a day. There is a cap on the amount of money that you can make because you're Onley creating income via these active means. Do you want to look at the portfolio, and we're gonna do this in the money manifesto Really going to decide? How do we want to continue getting money? Who do we need to pitch to to create more passive income or to raise our prices for active income? If you are using active income as your main source of income, you may want to look at your price points, what you're charging per hour or per project and see how can you raise the income ceiling in the active portfolio portion of how you're creating income. In the end, if your favorite things to do happen to be active income generating things like composing for films, then you absolutely want to continue doing that. If there are ways that you can create passive income to not only increase your bottom line , what you know you can count on. Because in the music industry, it's so hard to predict what our monthly income is gonna be. 236 months down the line. The more passive income you can create, the more time you can spend on me active income sources and just creating music. Ultimately, you want to be doing what you love. That's why we're here. If it happens to be an active income source, that's great. But definitely look into other ways. You can create passive income so that you can boost the bottom line and then have more time to pursue active income sources and doing whatever it is that you love doing. 11. Getting Paid!: So you've created all this music and you're getting it out there and you're getting licenses and your song writing for other people on your composing. So we want to make sure that you are set up to be paid first and foremost. You are going to want to be signed up with a performing rights organization. So let's go take a look at what this looks like. So here we are on the ASCAP website. This is one of the three performing right organizations puros in America. There's ASCAP, B M I and C Sack C sections privately owned ASCAP and B M I. R. Nonprofits. So they're really working for you. All three are really working for the musician. I get asked all the time. What's the difference between the three and which one should I join? And my answer is I did any meany miney mo and I landed on ASCAP. I've been really happy. I've been a member for more than 11 years, so we're just gonna use ASCAP for the example of, uh, this course So when you go to ask, it's really easy to join. You click on join and you go through the process of signing up. You want to sign up as a musician and as a publisher. This does not mean that you need to be an official company, an LLC or anything. It just means that when money is paid to the song the song creators, the publisher gets half of that money. So you want to make sure that you're registered so that you can receive 50% of the money that you are owed. Once you are a member, you can go into your back. Inside, you just log in. It's super easy, and then you register your titles. You don't actually have to upload any of the music. You're just telling people what this work is called so we can click on Registers title here to see what this looks like. Umm, I generally go through the standard form, Uh, and it's really easy. You're just gonna answer the questions and scroll down. It's an original piece of music. Um, there's original lyrics, etcetera, etcetera, and you can say this as a templates of all your songs or by you. And the publishing split is with the same person. Then you can actually say this as a template, and then any time you come back to register new songs, you already have your template. So this is really simple. It's really important. In addition to copy writing your songs, you don't need to copyright them as soon as you write them. You generally conceive a lot of money if you copyright the record when it's completed, if you're creating a record as it one single body of work, which is what I dio. But once you register your songs, then there's a digital date that you registered them, that they exist with ASCAP, and that is something that holds a little bit of weight. Another place you want to be signed up for to receive money is sam exchange sound exchanges , collecting money, a lot of money from digital streaming. And they're sort of in this new era of collecting money for performers. And, as it says here, sound exchanges, an independent digital collective management organization with a mission to support, protect and propel the music industry forward. So when you come here, you gonna scroll down a little bit, you're going to see that there are two places to sign up. Artist artists and copyright owners which is you, or service providers. So all you need to do here is click Register, and then you're gonna have to fill out similar forms as as to ask, Have to register your songs and the codes, the barcodes on your records so that it's in their database, that you have this music here, all of the different forms. It looks really overwhelming, but just go through one at a time to get everything covered and make sure that you are completely covered. They're really great about answering questions on the phone, and they will also email you if you have any information that's missing to make sure you had to sound exchange. And if you were performing on any songs or co writing, recording any songs, this is a database for you. The last thing I talked about was YouTube monetization. Um, this is what it looks like in the back end of tune corps. Under Artist services. There's an option to collect your YouTube sound recording revenue, and you can select all the tracks that you've ever distributed through Tune Course CD Baby has its available as well and select which ones you want to have. Uh, to collect recording revenue. I collect all on all of them, so you want to make sure that that is an option that you take take for granted. If you want to dig into any of these topics a little bit more, go to MX four course dot com. This is a course that I have created to really answer a lot of questions and to get to get deeper into this whole arena of making money marketing and branding yourself so good. MX four Course. You can hear more about that and register now or have a quick coaching call with me to see what exactly it is that you are looking to do with your music career. There's also a bunch of free resource is, uh, in the key of success dot com, including a podcast and my blog's. So go check that out as well. And there's some awesome courses on skill shirt that you can get a lot of this information , and I'm aiming to create a lot more to so keep checking back 12. Final Thoughts: Thank you so much for going through this whole process. Looking at different ways to create income. I hope you got some new ideas and I can't wait to see what your money manifestos look like . Make sure to fill out the gold tracker sheet first so that you're really clear on the direct results that you want. It's so easy as a musician to get caught up into feeling busy and like we're working really hard, but actually not seen in results. I've spent days and days and days plastering cities with tour posters and never had a single person show up because they saw a poster. But I was so busy I had no time for anything else. So it's really powerful is to schedule your time, schedule the actions you're gonna take and see everything that you're scheduling. Is it going to make me money directly? So start looking at different ways that you can take actions that will result in direct income. I'm curious to hear which of these income source processes are you interested in. Where do you want to dig in deeper? I have a course called NXE four. You can check it out nxe four course dot com. It's a six week course, really dig into licensing and how to manage your money. Which is it completely different topic and how to continuously generate new sources of income. So I want to hear from you guys what is most interesting to you. Where do you want to dig in? How are you going to create your next source of income? Leave some comments below post in your project areas. I'll definitely come and respond to your comments. And let's start some discussions and brains from other ways that we can all make money together in this new digital era of the music industry.