hi guys welcome to the second step of
the management course today we're going
to talk about self-promotion why it's
self promotion so important for an
artist or for anyone who learns how to
do something and then needs to or wants
to make a living with it. Self promoting
ourselves means giving exposure to our
product or our skills so we spend a lot
of hours in the practice room learning
how to play the drums to spend a lot of
money in buying the gear, going to the
studio recording, record albums and music
with our band and so on and then in that
way we build a product correct? And most
of the times we tend to then look for a
label or look for someone who gives
exposure to our product, and
sometimes if you can't find that you can't
find that person that invests in your
product and distributes the product we
tend to stop and to start with another
project or kind of like looking for
another job that can make us money and
so on and we put drums and and we just
use it as a passion but today nowadays
we have a very powerful tool which is
the internet which for many years it has
been said that the internet ruined the
market the music market well that's not
exactly correct or at least not for
everybody. In the music history there
have been many changements in the
industry back in the day is the only way
to make money with music was to write
scores and sell them to people to
read the scores and perform for other
people the music, that was the only way
for people to listen to music. Then that
changed when the vinyl came out because
they didn't need a person a physical
person to play the music anymore they
just put it on the vinyl and listen to
it and so they thought okay this is
going to be the end of the market but
then that didn't happen. Then years
later the radio came out, and music
was for free for people through the
radio and so the music industry thought
oh we're not going to sell vinyls anymore
because the radio is out and that wasn't
the case then, the cds came out and they
thought our we're not going to sell
vinyl is anymore because people are
going to buy the cds... and all these
changements always scared the industry
and then with the internet, the internet
was out of control at first, because the
market was running in a way and the
internet changed everything all the game
we could download mp3s, we could find
everything at any time, but then the
industry change for, not only for the
music but for all the other markets and
it's very important for musicians and
for people who are investing a lot of
time in this instrument to
know these things because if you know
how things went in time you know how to
predict the future, you know how to build
your business in order to take advantage
of the tools that we have today instead
of keep doing the things that used to
be done in the 90s and the 80s through
selling CDs and in that kind of market,
that kind of marketing, I would say. So
the internet on one side killed the
sales of
the records but on the other side opened
the doors to the world. You can be in a
very small place in the world at very
small town and not have many connections
but you can still expose your product to
thousands of people every day. So, we have
to learn how to be historically correct
in promoting our product, ok? If we are
going to pay a lot of money to have our...
the picture of our album on a billboard
on the street that's going to be a wrong
investment nowadays because people are
barely looking at the street when you
are driving. They're all on their phone
and so, the billboards are going to be
the last thing they're going to pay
attention to, and so you're spending a
lot of money to advertise your your
album there, and this is just an example,
and it's not going to work it's going to
be a lot of money that are going to be
wasted and the best, the best tools
nowadays to be used promote ourselves
are social networks, ok. Social networks
are pools of people all connected on the
same platform and we have the
possibility of putting our product in
these platforms and reach these people
that are already there, it's like getting
in a room with millions of people and
you just have to reach the right people
that will like your product, and
hopefully someone's going to, you know,
become a fan and buy your merchandise,
come to your shows, make you popular, talk
with his friends about it and so on... and
so once you have this vision you
understand that there are many opportunities
on this platforms, and that so
that in this way if you think it this
way the internet didn't ruin your market
but it actually opened your market, or if
you don't want to think about it like
this, think about another thing: it's
either this way or losing your game
because there's no other way people are
there, so unless you don't find a very
good idea that works which eventually
that's a great situation but, it's
something that it's kind of like winning
the lottery it's something that if that
doesn't happen you can't build your
business based on waiting for someone or
for you to come up with a great idea
that makes you a billion-dollar. If
that's not your case then social
networks and and the internet it's the
right place to expose your product and
to promote yourself. Of course the the
common question and the common sentence
that I hear is that 'well everybody is on the
internet, everybody are doing these kind of
things, this is nothing new, or you're not saying
nothing innovative with this
but I'll explain you how social network
work and what's the real value of the
internet nowadays. So, social networks as
I was saying before our pools of people
but, we have to think about something
facebook doesn't create anything to keep
people on Facebook Instagram doesn't
create anything to keep people on
Instagram ok? What keeps people on
Facebook and Instagram are the contents
that other people logged and signed to
these websites create and post so it's
what we do and we post that keeps the
attention on these social networks does
that make sense? Facebook doesn't create
entertainment for people to stay on
facebook so it's our job to entertain
people on facebook
so if we create the right type of
content for these social networks these
platforms, we will be the ones that keep
people coming on these social networks
and Facebook and Instagram and all these
platforms have the interest in your
contents, they work with algorithms so as
these social networks understand that
your post is getting very popular it's
in their interest to push this post on
more pages because that means that
that's keeping a lot of attention on
facebook ok? So we have to understand
that this is what happens with these
social networks, they all work in this
way with these algorithms. If, for example,
we want to promote our YouTube video on
facebook and we put the link on facebook
of youtube, facebook will understand
through these algorithms and through
some gates that they have put to words
that you're trying to bring the
attention out of Facebook and they will
limit your reach ok? So, it's very
important to be educated not only on our
instrument, but also on how to, you know,
get our product out of our practice room,
and our bedroom, and our computer ok? If
you create the right post for facebook,
instagram, twitter, youtube and so on... you
will be successful on these pages, you'll
become popular and then from there you
will sell your product ok? So, at this
point we understand... of course everybody
say 'oh yeah I can buy I can spend a lot
of money on Facebook and buy
advertisement and that's it I reached
numbers and bla,bla,bla...' everybody can pay to reach
people nowadays ok? Ff course through
facebook ad, Instagram promotion, youtube
adwords and so on but reaching and
numbers it's not a real value anymore
the real value of the internet
is the attention, this is the key word
for this entire lesson, the attention
is everything for the internet, because
as I just said I can make a video a 10
minutes video and I can pay a thousand
dollars on facebook to reach a million
people, ten millions people and I get
get a million views and that's a lot of
a big big numbers ok? You can see my
videos it has a million views... does that
really matters to YouTube? Sorry, to
facebook? Nnot really, because facebook is
going to go through your analytics and
will through your insights of the video
and if you don't make an interesting
video and people will only watch the
first 15 seconds of that 10 minutes
video, it means that all the people that
you've reached under like they weren't
into your video so that's a failure
because it means that 99% of the video
hasn't been watched because it's boring
or it doesn't have a good audio, it doesn't have a
good video, it's not well edited and
structured, or whatever reason, ok?
So, reaching and numbers is the old
value of the internet, it's when like 10
years ago 5, 7 years ago, when you had
fifteen thousand subscribers on youtube
was a big thing, now we're in the
billion era already, billions of views, so
nobody cares about your hundred thousand
views anymore, or maybe someone do care
but that's not the point of the internet
that's not the way to take advantage of
this platforms. The way to take
advantage is to create interesting
contents, successful contents and to have
the attention to each video, each post
each thing you create and share on
the internet very high so that people
watch at least 60
percent of your video and so that's why
we have to understand for example that
Facebook it's a news feed social
network which means you go on facebook
and you scroll and you want to see as
many news as possible you won't stop too
long on a post so if i create a 50
minutes post for facebook that's not
going to be successful because people
aren't on facebook to spend four hours
instead youtube is the search engine, so
it can happen that you spend a night
at home four hours on youtube checking
tutorials, so maybe you want to be more
you know, to create contents that are
more correct for youtube that are
longer, that are there are well made and
so you have to really understand how all
these platforms work so instagram,
twitter, facebook, snapchat are all very
very fast social networks news feed
social networks so create short contents
straight to the point, that's it, and then
if you want to learn more I'll go on
your page and I'll find the links to go
and look at your product, I'll google it, well
you know there are then search engine
platforms that will allow me to find you,
so, google, youtube and all these
platforms works very well with tags, so we
have to be very careful to the tags that
we're putting because... and they have to
be linked with the videos that we put on
the social network so james payne drums
dot com, if that's what I'm advertising on
Facebook then I will have to put that
hashtag in my... I will have to put that
tag in my website, on my youtube video
and so on so that when people look for
that they'll find that straight away
ok, so why is all this very important?
because now you have all the tools in
your hands to create, you know how to play
your instrument, you know how to create a
product and now you know how to promote
it you know that you
will have to make a video, a certain
type of videos for each platform you can
now give visibility to it and you can
now monetize your contents on your own
you don't need a label, you don't need a
publicist, you don't need you know all
that crew, all those people that you will
have to pay to promote your product you
can do it by yourself, the social
networks are there, you just have to
learn to create a good content and you
do that trying. Keep trying, keep seeing
what's good and what's bad, what
people comment, wat's the reaction if it
takes more visibility then you did
something good, analyze what happened and
if you didn't receive any comments maybe
you should be more interactive with
people you should have them more
involved and so on so that's how I built
my business I found my selling point I
found how to expose them which means I
know... when I get in a room I know how to
position the lights, I know how to
position the cameras already before even
shooting the videos, I know which shots
should be done because I know what I
want to expose the most and because I
know what's going to take the attention
of my audience and what entertain them
so I will create, I will write music
write things that entertain my type of
audience and we'll shoot videos and
promote it in a certain way and then I
know who to reach out to I won't just
reach out to any kind of drummer you
will have to target your audience very
well they will have to know exactly what
kind of audience will potentially like
your product so now that you know how to
create, how to promote yourself and to
create contents and how to expose them
on social networks hopefully I'll see
you
I'll see one of your posts out there and
I'll see you being successful on the
internet and start making a living what
you love
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