On-Demand Workshop
Break Through the Noise
Market your music with confidence. Twelve modules from marketing foundations through the rollout, social, direct to fan, distribution, playlists, radio, advertising, partnerships and a complete release campaign.
Key learning outcomes
- Separate strategy from tactics, and build the funnel that every later decision in this workshop hangs from.
- Have the brand, the audience and the assets settled before a release date is chosen.
- Turn the strategy into a dated plan with money against it and a way to tell whether it worked.
- Choose platforms deliberately and give each one a job, instead of posting the same thing everywhere.
Workshop Description
Marketing is information, insight and strategy. Successful artist brands have one thing in common, a clear commitment to their fans. That means knowing who your fans are, where they are, what they need, how they think, how to connect with them, and how to earn and keep their loyalty.
Information alone is not enough. What you need is understanding and insight, and only with that clarity can you build a strategy. Strategy is your plan and direction. Social content, song releases and live events are execution. Strategy always comes first, and that is what this workshop is about.
Who this is for. Recording artists, songwriters, record producers and music executives anywhere in the world who are releasing music and want the release to land.
By the end of this workshop, you will be able to:
- Separate strategy from tactics, and build the funnel that every later decision in this workshop hangs from.
- Have the brand, the audience and the assets settled before a release date is chosen.
- Turn the strategy into a dated plan with money against it and a way to tell whether it worked.
- Choose platforms deliberately and give each one a job, instead of posting the same thing everywhere.
- Run a content calendar, read what the numbers are telling you, and build campaigns fans take part in.
- Build the channels you own, so that a platform change cannot take your audience away.
- Choose a distribution route on its terms, and deliver a release that platforms can handle correctly.
- Pitch for playlist and radio support on the timeline the people who decide actually work to.
- Build the press kit, run the outreach, and spend advertising money where the funnel is weakest.
- Find partners who fit, and make them a specific offer rather than a request for support.
- Use the room you are standing in as the most effective marketing channel you have.
- Produce one complete, costed, dated release campaign you can hand to someone else to run.
Syllabus
Lesson 1: Building Your Music Marketing Foundation
Separate strategy from tactics, and build the funnel that every later decision in this workshop hangs from.
Lesson 2: Developing Your Artist Brand and Release Foundation
Have the brand, the audience and the assets settled before a release date is chosen.
Lesson 3: Creating Your Marketing Strategy and Campaign Assets
Turn the strategy into a dated plan with money against it and a way to tell whether it worked.
Lesson 4: Developing Your Social Media Strategy
Choose platforms deliberately and give each one a job, instead of posting the same thing everywhere.
Lesson 5: Growing and Engaging Your Social Audience
Run a content calendar, read what the numbers are telling you, and build campaigns fans take part in.
Lesson 6: Building Your Direct-to-Fan Channels
Build the channels you own, so that a platform change cannot take your audience away.
Lesson 7: Distributing and Promoting Music on Digital Platforms
Choose a distribution route on its terms, and deliver a release that platforms can handle correctly.
Lesson 8: Playlist Strategy and Radio Promotion
Pitch for playlist and radio support on the timeline the people who decide actually work to.
Lesson 9: Advertising, Press, and Publicity
Build the press kit, run the outreach, and spend advertising money where the funnel is weakest.
Lesson 10: Brand Partnerships and Sponsorships
Find partners who fit, and make them a specific offer rather than a request for support.
Lesson 11: Live Shows, Merchandise, and Industry Networking
Use the room you are standing in as the most effective marketing channel you have.
Lesson 12: Final Project: Build Your Release Campaign and Timeline
Produce one complete, costed, dated release campaign you can hand to someone else to run.
What is included
- Every module, streaming, for one year from the day you buy it.
- The Free Community, Online Discussions and the member directory.
- No subscription. You are not charged again and nothing renews.
Who teaches it
Selena Hunter
Founder and CEO, Rhythm & Brands. COO, Hathor Entertainment.
Selena Hunter is the founder and CEO of Rhythm & Brands, a Los Angeles-based artist management agency representing multicultural recording artists, and the COO of Hathor Entertainment, an independent record label and music publishing company for women. With more than two decades of experience in business, marketing, and accounting, she helps artists build sustainable careers through strategic branding, marketing, and advisory services.
Selena holds degrees in Business Administration and Music Entertainment Management and is a fourth-year Music Business student at Berklee College of Music.