SMARTISTU'S MUSIC BUSINESS ACADEMY
THE
METHOD
ACTION PLAN
PILLAR 3
SUPERFANS
BUILD YOUR ARTIST'S
[SUPER]FANBASES
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PILLAR 3
SUPERFANS
BUILD YOUR ARTIST'S [SUPER]FANBASES
In this pillar, you’re focusing on building
audiences of raving fans, or, what we call
“Superfans”, for each one of your artists. There
are millions of little “secrets” and “tactics” and
“hacks” for growth through marketing. And in
the music industry, that will look different for
each artist and their personal brand identities.
But the overall artist marketing pillars generally
remain the same no matter who you are.
As a manager, you don’t need to be a marketing
expert. You don’t need to know all the tactics.
What do you absolutely need? You need to be
an expert at knowing your artists. And you need
to know the overall system for how artists are
marketed. As well as how to facilitate the
marketing process and oversee the experts
doing the marketing.
In this pillar we walk you through all of this and
reveal the second part of The SmartistU Method:
The 6 Pillars of Artist Marketing: RPMsss.
Let’s go!
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MILESTONE 1
Do you know the concept of SUPERFAN and
the 6 Pillars of Artist Marketing RPMsss we
use to attract these SUPERFANS?
If your answer to this question is yes and you can
check off all the boxes below, then you can move
on to the next milestone.
ACTION TASK
1. Review and Complete the SUPERFAN
RPMsss section below
SUPERFANS & RPMsss
In the music industry, we have this term, called
‘superfans’. The term has increased in popularity
in other industries including in the online
thought-leader world, online coaching world,
and content creator/influencer world.
But us music industry people like to take credit,
as music artists and entertainers/actors are the
OG’s of having a “fanbase” and therefore
“superfans”.
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Superfans are the fans that go out of their
way to follow everything the artist does. They
know everything the artist is up to. They know
when an artist is going to release something
before everyone else does. They know every
single song on the album before a single is on
the radio. They go to as many shows/concerts
as possible. They purchase several merch
items if not every single merch item the artist
sells. They purchase the vinyl. They purchase
the meet and greets.
Your artist does not need millions of fans or
millions of dollars to be successful. They need
a few hundred or a few thousand
SUPERFANS.
The first goal here is to earn a comfortable
living. Being a full-time artist (and full-time
manager) and earning a comfortable living, is
a success. Sure, you may want more than that,
and dreaming big is important and valid, and
attainable. But we must start somewhere and
realize success is more feasible than, say,
needing millions of fans.
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Kevin Kelly popularized the “1000 true fans”
theory. In other words, your artist only needs
1000 superfans to spend on average $100 per
year on your artist and their products, in order to
earn $100,000 per year.
Kelly says, “The number 1,000 is not absolute. The
actual number has to be adjusted for each
person. If you are able to only earn $50 per year
per true fan, then you need 2,000. (Likewise, if
you can sell $200 per year, you need only 500
true fans.) Or you may need only $75K per year to
live on, so you adjust downward. Or if you are a
duet, or have a partner, then you need to
multiply by 2 to get 2,000 fans. For a team, you
need to multiply further. But the good news is
that the increase in the size of your true-fan base
is geometric and linear in proportion to the size
of the team; if you increase the team by 33% you
only need to increase your fan base by 33%.”
Additionally, for this math to work, you need to
be earning this money directly from the fans. In
other words, these numbers don’t add up if
you’re signed to a label or a publisher and the
money is filtered through them. This is not to say
to not have a label or publisher. If you are signed
to either or intend to, that’s great. The math will
just be different.
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GET CREATIVE:
Brainstorm with your artist(s).
How and what can they create in the next year,
that would allow them to earn a total of $100
from one person, in the next year? (Again,
adjusting the math as needed).
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GETTING IN FRONT OF THE
SUPERFANS
Ok so you understand Superfans and how
much you need to earn from them, but how
do you increase your [SUPER]Fanbase?
You must get your artist in front of more
people. More eyeballs. More ears. Via
marketing and advertising.
Here at SmartistU, we call this:
THE 6 PILLARS OF ARTIST MARKETING
RPMsss (pronounced RPMs)
1.RADIO
2.PLAYLISTS
3.MEDIA
4.SOCIAL MEDIA
5.SHOWS
6.SYNC
These are the 6 main ways to get your artist's
music and performances and brand and
name… in front of more people. Every year,
your game plan should include marketing
strategies within all 6 of these areas.
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ARTIST MARKETING RPMsss
RADIO
Radio is still one of the single fastest ways to grow
your fanbase. Is it more challenging to attain radio
airplay, especially commercial airplay, than the
rest? Yes. But it shouldn’t necessarily be wiped off
the table. You can still come up with a college
radio plan, and yes, you can even still come up
with a commercial radio touring plan, without the
songs being added to rotation.
PLAYLISTS
We all know how quickly getting added to a
popular playlist can increase your artist's streams,
and therefore potential new fans. Radio directors
also look to playlist stats to help them make
decisions on which songs to add. Your annual
plans should absolutely include playlist pitching
or obtaining a playlist promoter, to rank your artist
up on Spotify, Apple Music, etc.
MEDIA
You’ll notice we have a media section and a social
media section. MEDIA, in this case, means major
media and traditional media such as TV and major
publications including print publications or major
blogs, and even podcasts. Your annual plans
should include a traditional media plan.
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ARTIST MARKETING RPMsss
SOCIAL MEDIA
Simultaneously the “easiest” and hardest! We all
know how easy it CAN be to reach mass audiences
on social media, but we all know how challenging
it can be at the same time. Whether it’s Instagram,
TikTok, Facebook, or whatever else, you can’t just
be throwing stuff at the wall. You need a plan.
SHOWS
These days, shows can also include
digital/streamed shows. There are SO many ways
to get paid to perform (even via Instagram and
TikTok and YouTube) without being in person now.
Nonetheless, the goal is to have an IN-PERSON
performance and touring plan each year. Not just
for fan building sake, and not just for revenue
sake, but also so your artists can become better
and better performers.
SYNC
Sync is generally the most intimidating when in
reality it doesn’t need to be. Your annual plan
should absolutely include a sync plan. Aka, finding
music supervisors and getting your music placed
in film scenes, TV show scenes, and
advertisements.
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EXTRA RESOURCES
MBA MEMBERSHIP DASHBOARD
Watch and re-watch all our expert coaching classes for some inspiration and
gold nuggets in each of the 6 RPM pillars.
SMARTISTU.COM/COURSES/MEMBERSHIP
--PROFESSIONAL MUSIC MANAGEMENT
MODULE 07: GAIN FANS & MAKE MUSIC THEY LOVE
Lecture 1: Gaining Fans Brief
Lecture 2: Earning More with Less Fans
Lecture 3: Creating Amazing Music & Merch
Lecture 4: Direct-To-Fan Marketing
5: BONUS Coaching Class: Working with Songwriters, Producers, and Publishers
to Make Better Music
MODULE 08: MARKET & MONETIZE YOUR ARTISTS MUSIC WORLDWIDE
Lecture 1: Booking Shows & Tours Intro
Lecture 2: Getting Your Artist Started as A Performer
Lecture 3: Booking A Tour
Lecture 4: Negotiating Show Deals
Lecture 5: Drafting a Tour Budget
Lecture 6: Advancing Shows
Lecture 7: Tour Planning Timeline
Lecture 8: Getting Your Artists Songs on Streaming Playlists
Lecture 9: Getting Your Artists Songs on The Radio
Lecture 10: Getting Your Artists Songs in Film & TV
Lecture 11: Getting Your Artists in Media & Blogs
SMARTISTU.COM/PROFESSIONAL-MUSIC-MANAGEMENT
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MILESTONE 2
Do you know what (all) your artists’ goals are
in career and life and how they fit into your
Artist Cycle for the next year to two years?
If your answer to this question is yes, and you can
produce the completed documents below, move
to the next Milestone.
At this point, you should already know your artist
and their brand and their identity quite well. If
you haven’t yet, go back to Pillar 2 (A&R) and
complete the Artist Onboarding Checklist. This
will help you collect some pertinent and
necessary information before completing this
Milestone.
ACTION TASK
1. Review and Complete the following Artist
Goals section for/with each of your artists
ARTIST GOALS
Just as you did in Pillar 1, have your artist
complete the Abundant Hustler Goal Setting
workbook.
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If they are not interested in goal setting in all the
areas of life, at the absolute least, have them
write down every goal they’d like to achieve in
their lifetime with their career. And then try to
ballpark when these could realistically be
achieved. Anywhere from next month to 40 years
from now.
For inspiration, use the 6 RPMsss Pillars to come
up with goals in each area.
RADIO
PLAYLISTS
MEDIA
SOCIAL MEDIA
SHOWS
SYNC
For example, under SHOWS, this could include
any agent signings, whom they’d like to go on
tour with, how many shows they want to perform
per year, what their dream stage set looks like.
Etc. Have them dream big, write down what they
want in their entire lifetime, and then narrow it
down to what is feasible within the next two
years.
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ACTION TASK
2. Review The Artist Cycle section
Once you know where your artist is
already at (onboarding), and you know
their goals, and you have a better idea of
what is feasible within the next 2 years-you can then plop these goals into your
next “Artist Cycle” or “Album Release
Cycle”.
Yes, albums are still very much “a thing”.
And yes, you should still plan your overall
strategy around the standard release
cycle.
SOURCE: HYPEBOT
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THE ARTIST CYCLE
A part of being a manager (or an artist), is
understanding the common artist cycle, or album
release cycle. The average cycle takes about 18
months total to complete and includes the writing
and recording process, followed by the pre-release
marketing process, the album release marketing,
followed by tour marketing. And repeat. And
repeat.
In the diagram on the previous page, they are
portraying that instead of spending all your
marketing and promotions budget on a shortspan campaign directly upon an album release
and only focusing on communicating with your
fans during the album marketing phase, you
should in fact be doing so all year round, all the
time.
You might hear the term “omnipresence”
becoming popularized lately. This means being
top of mind all the time. You’re marketing
yourself/your artist essentially every day or every
week in every possible way. THIS is how you gain
fans and therefore… SALES.
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ACTION TASK
3. Review and Complete YOUR Artist Cycle
section
Your Artist’s Cycle
Look at where your artist(s) are at right now with recordings
and plans already in place. Create a general timeline for the
next 18 months, and where you think you should be each
quarter. Or start the timeline whenever your artist is ready to
start working on their next (or first) album/singles.
& REMEMBER … GOALS & PLANS CHANGE AND THAT’S OK!
A DONE-FOR-YOU SUGGESTED TIMELINE
Q1 = Songs written and recorded
Q2 = Registering songs, releasing singles, fan teasers, fan
anticipation, photoshoots, shopping music to partners/team,
paying for marketing and promotion services, artwork design,
marketing planning for a Q3 release, start planning for Q4 tour
Q3 = Radio tours, Digital Streaming Provider visits, media days,
interviews, creative partnerships, creation of music videos, lyric
videos, release more singles, planning for Q4 tour, Q1 (next
year) tour, Q2 (next year) tour
Q4 (this year) /Q1 (next year) = Support Slot Tour or CoHeadlining Tour
Q2 (next year) = Headlining Tour
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MILESTONE 3
Do you have (all) your artists’ most up-to-date
one-sheet(s) or media kits ready for pitching?
If yes, and you can check off all the action items,
move on to the next milestone.
NOTE: At this point, you also need access to your
artist's calendars (Google or iCal or other) so that
you can schedule things for them. If you haven’t
yet, go back to the Artist Onboarding Checklist in
Pillar 2 (A&R) and complete this step.
ACTION TASK
1. Complete or update your artist’s Media
Kit/One-sheet
In the music industry, we usually call them onesheets, but they are also referred to as media kits
or press kits. You can either have BOTH, or you
can combine them into one. The media kits
usually have more of the social stats type info.
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Usually, you’ll want these in the form of
downloadable PDFs, but it’s also helpful to
have them in the form of EPK’s, Electronic
Press Kits. Aka, a password-protected page on
your artist's website.
You can either have a graphic designer make
one (someone you know, or hire someone on
Fiver), or you can search for templates on
Canva or Creative Market.
Here is an example of a One-Sheet (not
including social stats) on the next page.
Go back to your Onboarding Checklist and
collect all NOTEWORTHY points about your
artist(s) and include them in your Media Kits.
Now that you have your timeline planned and
you have your story, your marketing pitch
points ready, you’re ready to ramp up the
RPMsss even more… with a TEAM.
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MUSIC BUSINESS ACADEMY
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EXTRA RESOURCES
MBA MEMBERSHIP DASHBOARD
Watch and re-watch all our expert coaching classes
for some inspiration and gold nuggets.
SMARTISTU.COM/COURSES/MEMBERSHIP
⊹
PROFESSIONAL MUSIC MANAGEMENT
MODULE 05: DEVELOP ARTIST CAREER STRATEGIES
Lecture 1: Developing Career Strategies Brief
Lecture 2: Getting on The Same Page as Your Artist
Lecture 3: Establishing Communication Strategies
Lecture 4: Doing Business for Your Artists
Lecture 5: The Artist Album Cycle
Lecture 6: Creating Career-Long Goals
Lecture 7: Creating Goals for Your Artists Next Album
Lecture 8: Drafting Your Artists Album & Touring Cycles
Lecture 9: Developing A Marketing Plan & Budget
Lecture 10: Developing A Project Timeline
MODULE 07: GAIN FANS & MAKE MUSIC THEY LOVE
Lecture 1: Gaining Fans Brief
Lecture 2: Earning More with Less Fans
Lecture 3: Creating Amazing Music & Merch
Lecture 4: Direct-To-Fan Marketing
Coaching Class: Working with Songwriters, Producers,
and Publishers to Make Better Music
SMARTISTU.COM/PROFESSIONAL-MUSIC-MANAGEMENT
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CONGRATULATIONS!
Laying these organizational foundations and projections will help you
and your artists stay on the same page and reach your mutual goals
together.
You’re on your way to creating successful artists with die-hard
SUPERFANS through a solid Artist Marketing RPMs strategy. This is an
ongoing process with every artist you sign and with every album or single
they release.
Congratulations on getting clearer and clearer on your artist's brand and
goals, and your marketing strategy to multiply their fanbases. Take a
moment to celebrate. Come to The Green Room and tell us about this
latest accomplishment.
Next up, the T from M.A.S.T.E.R.Y: TEAMS!