My .4 Cents – Details, episodes & analysis

Music Marketer Andrew Southworth outlines a marketing strategy centered around "free plus shipping and handling" funnels, commonly used in e-commerce and increasingly applied in the music industry. The approach involves offering a free product—such as a CD or vinyl record—while charging for shipping, with the actual costs integrated into the shipping rate to maintain profitability. The strategy hinges on creating a customized sales funnel that includes upsells like additional merchandise, bundled music collections, or optional donations to support the artist. Advertisements for these funnels are typically video-based, run on social media, and designed to target fans of similar artists. The conversation also touches on artists' resistance to sales techniques that feel commercial, the surprising resilience of physical media like CDs and vinyls, and the psychological appeal of owning tangible music products. Examples include how misprinted vinyls or obsolete formats like cassettes still sell well purely as collectibles. Finally, the discussion touches on the evolving role of NFTs in fan engagement and monetization strategies, pointing to artists like Avenged Sevenfold who have built interactive digital communities around them.

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In this preview of the first episode of My .4 Cents, the expert of advertising in music Andrew Southworth goes back and for with its greatest hater Jesse Cannon and music marketers Matt Bacon & Dustin Boyer delve into whether promoting music via Facebook ads is worthwhile. They stress the importance of ads as a valuable tool in the broader strategy of marketing music, while suggesting that a holistic approach remains crucial. They present differing perspectives, discussing the effectiveness of ads in building streams versus cultivating a loyal fan base. The conversation then transitions to the role of content creation, storytelling, and community in an artist's success. They explore how established tracks are bolstered by strong branding and genuine fan engagement, contrasting cases of successful streaming artists lacking concert attendance with others who thrive through meticulous fan interaction. Finally, they address the evolving landscape of music promotion, touching on the impact of PR, social presence, and how different marketing channels contribute to an artist's growth in various ways.

Follow Andrew Southworth

@andrew.southworth

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Follow Jesse Cannon 

@jessecannon

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Follow Dustin Boyer 

@dustintheindustryplant 

Follow MattBacon

@bacons.bits  

dropoutmedia.net

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Hosted on Acast. See acast.com/privacy for more information.

This is what musicians need to know about the music business today. Every Tuesday, music marketers Matt Bacon, Dustin Boyer, Jesse Cannon, and Andrew Southworth break down what's changed in music marketing and the music business, as well as what's currently changing in the industry. You’ll be surprised what they disagree about! 

To support the My Point 4 Cents and get a whole extra hour from every episode—including full interviews and ad-free banter—become a subscriber.

Follow Andrew Southworth

@andrew.southworth

https://andrewsouthworth.com/

https://www.youtube.com/andrewsouthworth

Follow Jesse Cannon 

@jessecannon

jessecannon.com

Follow Dustin Boyer 

@dustintheindustryplant 

Follow MattBacon

@bacons.bits  

dropoutmedia.net

sapphireeye.net 

Hosted on Acast. See acast.com/privacy for more information.

My .4 Cents hosts Matt Bacon, Dustin Boyer, Jesse Cannon, and Andrew Southworth dive into the rumored Oracle acquisition of TikTok and its potential rebranding as M2, discussing the implications for artists, especially musicians and content creators. The conversation spans the B2B nature of Oracle, user data and algorithms, social media dynamics, and how rebranding could mirror the transformation seen in Twitter’s shift to X. They debate the effectiveness of targeting friends and family for early support, the power of direct-to-fan marketing, shifting social media trends, and the critical importance of email and SMS marketing. The episode also includes personal anecdotes from each host about their backgrounds as musicians and music marketers, stories of managing bands, and reflections on working in the ever-evolving music industry. It’s a deep and often humorous exploration of music promotion, community building, and survival in the modern music ecosystem.

Find My .4 Cents On Your Favorite Podcast App And Subscribe Here https://beacons.ai/mypoint4cents

Follow Andrew Southworth

@andrew.southworth

https://andrewsouthworth.com/

https://www.youtube.com/andrewsouthworth

Follow Jesse Cannon 

@jessecannon

jessecannon.com

Follow Dustin Boyer 

@dustintheindustryplant 

Follow MattBacon

@bacons.bits  

dropoutmedia.net

sapphireeye.net 

Hosted on Acast. See acast.com/privacy for more information.