Lennon Cihak - Building a Massive Network Through Writing for Blogs and How Musicians can Get Featured on Music Blogs

Lennon Cihak Photo

You can also listen to this episode on iTunes | Spotify | Stitcher |

A common thing we always hear in the music industry, “it’s all about relationships.” I’ve always said that promoting shows is the ultimate gateway drug into the music business and building relationships because you get to work with venues, agents, managers, publicists, labels, and artists. However, promoting shows comes with huge risk. You could fall on your face, and lose a ton of money. Lennon Cihak is an example of being genuine, organized, and putting in really hard work can build a massive network. As of the release of this episode, he is a recent college grad from Full Sail University and is already build a powerful network through writing for blogs.

Lennon Cihak is a writer for EDM.com, Noiseporn, Magnetic Magazine, and Digital Music News. He’s also started his own blog EDMinaSoda, where he explores his writing covering other interests in the world of EDM. In this episode, you’ll learn about Lennon’s journey, how he organized his homework schedule so he could take on more projects, how to build genuine relationships, how to get write-ups on music blogs, and much more. Lennon is already doing some amazing things, and he hasn’t even scratched the surface of his potential. He’s approaching the music business with a positive attitude, hustle, and with kindness, and therefore, has built a great network.

Highlights from this Episode
[3:02] Time at Full Sail University
[4:28] Students, Classes, and Professors that inspired Lennon
[6:52] Getting involved and decision making process of what to get involved with
[11:13] The journey of Lennon Cihak
[17:28] How students can get started getting experience
[19:48] Journey in writing
[21:10] Opportunities from Blogging
[24:50] Building long lasting relationships
[29:08] Lennon’s writing schedule
[33:25] Research and energy management for writing
[36:16] Decision process on which artists to feature and write about
[38:33] Email format when reaching out to a writer for a feature
[51:44] Working with Phil Pallen and tactics for Twitter
[57:36] Getting to know Lennon Cihak

Quotes from Lennon Cihak
“I would start some of my projects even before class so I could ask questions.”
“It’s this maze you can follow, and pinpoint other opportunities you can follow.”
“In marketing, you’re going to meet a lot of people.”
“Step out of your comfort zone and try something new.”
“I’m silently taking note of who’s where.”
“Know your worth. You’re worth something and your time is worth something. Regardless to how much experience you have.”
“Work with people who show you respect back.”
“A relationship is working with somebody, and getting to know them beyond their work life.”  
“Trying to reach everybody is a big marketing NO NO.”
“The fewer messages we have to get back and forward on, the better.”
“There is a reason you wrote that song, tell us why you wrote that song.”
“If someone can relate to it, it’s going to be more powerful.”
“Be personable.”
“When I meet you, I want that persona [from email impression] to flow.”
“Give them a reason to follow you.”

An article by Lennon Cihak (mentioned in this conversation). 

An article by Lennon Cihak (mentioned in this conversation). 

Links to people, places, and things mentioned
Full Sail University
Pro Tools
EDM Tunes
Dancing Astronaut
Magnetic Magazine
Phil Pallen
EDM in a Soda
Steve Aoki  
Greg Rollett
Tim Ferriss
Davey Jay (Music Attorney)
Ari Herstand
Lewis Howes
Rachel Platten
Jonny Lang
Crazy Frog
Article on Fanburst by Lennon Cihak
Elon Musk
Michael Jackson
Adam Lambert
John Lennon
Lady Gaga
Shut Up and Tweet by Phil Pallen

Lennon Cihak’s Definition of Making It:
“Working hard, staying persistent, never give up, find your niche, love what you do, and you’ll never work a day of your life.”

Get in touch with Lennon Cihak
Twitter: @lennoncihak

Related Articles & Episodes:
1. Davey Jay - A Copyright & Publishing Foundation Masterclass - Episode #056
2. Angela Mastrogiacomo - Building Your Story Through Written Form - Episode #062

Keep in touch:

Host: Chris Goyzueta (Chris G.)
Producer: Jason Trosclair
Executive Producer: ONElive Creative Agency  
Music: Emily Kopp

Greg Rollett - Taking Your Marketing Game to the Next Level with Content Creation, Newsletters, and Sales Funnels

Ep.066 Cover - Greg Rollett.jpg

You can also listen to this episode on iTunes | Spotify | Stitcher |

Greg Rollett returns to the show for his third time. In this episode we get into tips on creating content, the importance of content, how to apply the marketing sales funnel to build your brand and business, and much more. Since last time Greg was on the show, episode #017, he has successfully launched his TV Show Ambitious Adventures where he travels around the United States to meet with successful entrepreneurs. The show is distributed on Entrepreneur.com where Greg is also a consistent guest teaching lessons on entrepreneurship, and sharing many of his articles. For those that don’t know Greg, he’s a serial entrepreneur, Emmy Award Winning Producer, Multi-Time Amazon Best Selling Author, and much more. In this episode, we discuss content creation strategies, putting together effective newsletters to communicate with your fans, the sales funnel process, and much more.

This is from the first episode of Ambitious Adventures. Check out more at ambitious.com/adventures

Highlights from this Episode
[4:40] 2017 Successes for Greg Rollett
[7:35] How many platforms should you be creating content on
[10:48] What type of content should musicians be creating?
[12:57] How consistent should you be?
[14:51] Repurposing Content
[16:40] Getting your audience from content to email subscriber
[19:48] What is a good opt-in?
[22:26] Hypothesizing who your ideal fan would be
[25:27] Creating the fan newsletter  
[28:32] Review and example of a sales funnel
[31:38] How to get people to become promoters of your brand
[34:10] Lesson learned in 2017
[37:02] Getting to know Greg Rollett

Quotes from Greg Rollett
“Online TV is everything right now.”
“You have to be putting yourself out there constantly and consistently.”
“If you’re not there in the news feed, somebody else is.”
“Email is not dead!”
“You need to play to your strengths.”
“I’m very bullish on video, but I don’t think it’s for everybody.”
“Get awesome at doing it once a week.”  
“It’s more important to be consistent in the beginning.”
“Start with what you actually can commit to and will deliver.”
“What’s going to make someone stop and pay attention to you?”
“The opt-in, there has to be an incentive for someone to join.”
“You really need to think about, what does the fan want.”
“What does the marketing want? What is the big idea?”
“If you really want to build a fanbase, fans really need to be able to identify with you.”
“Write the newsletter like you’re writing your friends.”
“People want to be part of something bigger.”
“We all want to believe in our stars.”
“If you have fans who actually really like your stuff, they want to be involved.”
“Go back and do more of what worked.”

Links to people, places, and things mentioned
Tim Ferriss
Kevin Rose
Ambitious Adventures   
Ambitious Life on Entrepreneur
Full Sail University
Ambitious Media Group
Gary Vaynerchuk  
Joe Pulizzi
Atticus (Poet)
Black Thought Freestyle
Kiss Army
Lewis Howes
Hootie and the Blowfish
Lord of the Underground
Dr. Dre
Shaquille O’Neal  

Greg Rollett’s Definition of Making It
“Being able to do what you what, when you want, with who you want, for the price that you want.”

Getting in touch with Greg Rollett

Related Podcasts:
1. Greg Rollett Episode #001 - Taking Risks & Trying New Things
2. Greg Rollett Episode #017 - Creating Your 1,000 True Fans
3. Kyle Lemaire, Episode #054 - Disrupting the Traditional Music Business
4. Joe Pulizzi, Episode #055 - Killing Old Marketing Practices with Content Marketing
5. Jasmine Star, Episode #051 - Building the Right Fans on Social Media

Keep in touch:

Host: Chris Goyzueta (Chris G.)
Producer: Jason Trosclair
Executive Producer: ONElive Creative Agency  
Music: Emily Kopp

Angela Mastrogiacomo - Building Your Story Through Written Form, From Artists Bios To Social Media Management, Publicity And Much More

Ep.062 Cover Angela Mastrogiacomo.jpg

You can also listen to this episode on iTunes | Stitcher |

Angela Mastrogiacomo is an entrepreneur, publicist, blogger, and founder of Muddy Paw PR and Infectious Magazine. What inspires me about Angela, is all the amazing content she puts out there for artists to learn more about email etiquette, social media management and marketing, mental health issues in the music business, motivation, and so much more. The amount of information she contributes to the industry is too much for one podcast episode, and we’ll definitely need to get her back for a round two. This episode is packed with information on social media management and marketing, writing your own bio, how to get a publicist and what she looks for in artists, and much more.

Article by Angela Mastrogiacomo on ReverbNation

Article by Angela Mastrogiacomo on ReverbNation

Highlights from this Episode
[4:25] Differences between Music Industry in Canada and United States
[7:35] Muddy Paw PR
[8:53] Angela’s Journey in the Music Business
[12:52] Things she looks for in potential clients
[15:18] Tips on telling the Artist Story
[18:15] How to find a bio writer
[19:10] Things to not put into a bio, and format musicians should follow
[21:43] Band having its own persona
[23:30] How can artists use their persona on social media and the 70/20/10 Rule
[29:01] How would an artist reach out to fans of similar artist
[33:48] What should artists include on their website
[38:02] What makes a good newsletter and what’s the best way to collect emails
[42:08] Utilizing a Blog to build your brand and following
[44:47] How to make the most out of interviews and things to avoid
[47:57] When to reach out to publicists, and things to look for
[50:26] How long an artist should work with a publicist and having realistic expectations
[55:42] Topics Angela wants artists to know more about
[1:00:12] Angela Mastrogiacomo

Quotes from Angela Mastrogiacomo
“Looking back now, I really wish I started with an internship first.”
“A lot of artists suffer by trying to cut costs and write their bio themselves.”
“Someone that reaches out with well enough lead time shows that they are a serious artist.”
“Authenticity will always translate better.”
“There is nothing worse [in a bio] than a band's entire history.”
“Use your bio as a place to let people in on your personality.”
“It’s such an essential component that you’re promoting other bands to build that community and build that network.”
“Social Media should be treated as you would any friendship.”
“What matters is the connection your audience feels with you, and they can’t feel connected to you, if all you’re doing is selling to them.”
“Your website is your hub.”
“One you’re super clear on your brand, everything else will fall into place.”
“There is nothing really that replaces in person [meeting fans].”
“The actual value comes from getting to those vulnerable spots...those are the things that connect us as humans.”
“Even if it’s a small blog, you have to treat it like it’s the biggest blog in the world.”
“You should be grateful if your publicist tells you up front something is not going to happen.”
“A big part of PR is getting in front of the industry.”  
“PR is all about building buzz and getting your name out there.”
“It’s important to hire people to help you. You can’t do everything.”
“There is nothing more important than your own mental health and sanity.”

Links to people, places, and things mentioned
Factor Music Grant [Canada]
Muddy Paw PR
Infectious Magazine
Michael Franti
Shadow of Whales
1,000 True Fans by Kevin Kelly [Blog Article]
Electric Kiwi
Alternative Press
Green Day

The Defining Decade by Meg Jay
The Firestarter Sessions by Danielle LaPorte
You Are a Badass by Jen Sincero

Angela’s Definition of Making It
“That feeling of fulfillment when you’re working towards something that matters.”

Getting in touch with Angela

Keep in touch:

Host: Chris Goyzueta (Chris G.)
Producer: Jason Trosclair
Executive Producer: ONElive Creative Agency  
Music: Emily Kopp

5 Creative DIY Approaches for Musicians in Today’s Music Business

DIY Musician Lessons

This is our second annual Thanksgiving special. In this episode, show producer, Jason Trosclair, joins the show to discuss creative DIY approaches for musicians from past guests. I've gathered some of the best advice about how an independent musician can approach their career on their terms, with their own unique voice. These conversations are extremely valuable because they show you there is more than one way to achieve your goals. Along with some insight from Jason and I, on the topic, this episode includes conversations with:

Joe Pulizzi
Ari Herstand
Shannon Curtis
Dawn Beyer
Kyle Lemaire

Happy Thanksgiving from the Making It crew!

Keep in touch:

Host: Chris Goyzueta (Chris G.)
Producer: Jason Trosclair
Executive Producer: ONElive Creative Agency  
Music: Emily Kopp

Support Making It on Patreon

Dawn Beyer - Earning $74k with Facebook Live, Being Authentic, and Building Genuine Connections

Ep.060 Cover Dawn Beyer.jpg

You can also listen to this episode on iTunes | Stitcher |

One of the most inspirational things to me is seeing people pave the path to their journey in their own very unique and authentic way. It’s been such a blessing to have shared some of those stories on the podcast already, and encountering many more everyday. Pursuing your dreams comes with so many challenges regardless of what field one goes into. When it comes to being an entrepreneur trying to make a living from their own art and creative works, it almost feels like a million additional layers of difficulty are in the way. However, I’ve also learned that those who are extremely patient, consistent, genuine, and truly authentic to who they are, and are comfortable to share that with the world along with being vulnerable, that’s usually when the magic happens. Dawn Beyer is an artist whose story and journey has inspired me, and it was a true honor to have her on the show and share that with the world.

The journey of Dawn Beyer began like so many musicians in Nashville, trying to find their niche, and playing endless hours for little money on Broadway. Everything changed for Dawn the first time she went live on Facebook, and had 10 strangers listening to her play while in her living room. These 10 viewers turned into earning $74,000 in one year using Facebook Live, to flying around the country to play private shows for her Facebook Live community. In this conversation, Dawn shares her story, how to be authentic, and how to create real connections with real people. She also offers coaching where she teaches musicians how they can do the same utilizing Facebook Live, and build their careers on their own terms, without having to sacrifice who they are.

Highlights from this Episode
[3:02] How her musical journey began
[5:08] Dawn’s experience playing on Broadway
[16:05] Losing her voice, and discovering Facebook Live
[29:40] What type of artists is Facebook Live for?
[30:32] How to promote a live session before going live
[32:42] What’s the plan before going live, and how to start the live video
[34:44] Suggestions on description for live video
[38:20] Building a direct connection with your audience that’s watching
[40:32] Gear to use for a better broadcast
[42:25] Opportunities that have come from live broadcasts
[45:27] Dawn’s Team
[47:14] Advice for Musicians being Authentic
[52:18] Projects that Dawn Beyer is working on
[56:18] Getting to know Dawn Beyer

Quotes from Dawn Beyer
“On Broadway musicians probably make $40 to $60 per gig”
“Every artist should be on Broadway for a certain amount of time; it teaches you so much”
“It’s humbling, because everybody there [In Nashville] is so talented”
“In the morning when you wake up and go to your living room, are there 10 people there?”
“Keep going live, consistently”
“Anytime I was playing music, I would go live for whoever wanted to watch, and that turned into selling more and more albums.”
“It got to the point where so many people wanted albums, and I started selling something else.”
“I eventually made $1,200 in one weekend, and that’s when I let go of playing on Broadway.”
“I have gratefulness because when I started I camped for a month and did not sleep in a house.”
“I’ve spent three weeks at home this year and have been traveling all year playing for people that have seen me go live.”
“It’s about perspective and having an answer for people.”
“I look at them as people, not views.”
“You have to really connect through the camera and with those people [watching].”
“Whatever fonts you use, or with anything you do, stay consistent.”
“Get a little bit of your stuff together before going live.”
“Use something that gets people’s attention.”  
“Tell your story, be honest, and be open. People like real things.”
“Be yourself, and be real. Be real with that camera.”
“I can actually connect with people, which so cool.”
“The only thing we can be is authentic, and be ourselves.”
“Stop and take the time to find your own connection with your inner peace.”
“One of the most attractive traits you see in someone else is vulnerability.”

Links to people, places, and things mentioned
Broadway in Nashville
WannaB’s Karaoke Bar
The Real Nashville
Claw Phone Tripod  
Shannon Curtis
Rick Barker
Rick Barker talk on CD Baby
Garth Brooks
Dixie Chicks
The $150,000 Music Degree by Rick Barker
Notes from (over) the Edge: Unmasking the Truth to End Your Suffering by Jim Palmer

Dawn’s Definition of Making It
“Doing what I love without having to compromise who I am.”

Connect with Dawn Beyer

Keep in touch:

Host: Chris Goyzueta (Chris G.)
Producer: Jason Trosclair
Executive Producer: ONElive Creative Agency  
Music: Emily Kopp

Joe Pulizzi - Killing Old Marketing Practices And Building Media Companies with a Content Marketing Focus

EP055 Cover Joe Pulizzi.jpg

You can also listen to this episode on iTunes | Stitcher |

Joe Pulizzi is the founder of Content Marketing Institute (CMI), and is known as the Godfather of Content Marketing. His book “Content Inc.” inspired the start of this podcast. Content Marketing Institute is the largest education and and training organization for content marketing, which also includes the largest in-person content marketing event in the world, Content Marketing World. Pulizzi is the author of Epic Content Marketing, which was named as one of the must read business books of 2013 by Fortune. He’s also the author Content Inc., and co-author of the September 2017 release, Killing Marketing. He is the founder of Content Marketing Institute and Content Marketing World. In this conversation, we talk about what Content Marketing is, and how artists can use it to build their brands, and turn themselves into powerful media companies.

There is so much information out there when it comes to marketing. Though it’s important to constantly be learning and educate yourself, it can also be very overwhelming with the amount of information out there. Joe Pulizzi, not only describes a strategy that’s realistic, but also digestible. I mention Gary Vaynerchuck on the podcast a lot, but you can’t start off creating content on every platform, and try to be everything to everyone. Even Gary Vee started off building ONE media channel first, his YouTube channel for Wine Library. When reading Joe’s books, and listening to this episode, you’ll learn the importance of a narrow hyper focused strategy that offers enormous value to a very specific target audience. It’s this kind of approach that Making It with Chris G. has been building its business on over the past year.

A narrowed focus on ONE channel (the podcast), with a focus on giving value to musicians and music business students as the primary audience. The goal is to start expanding the “Making It” brand into blogs, and events. Our THREE media platforms. In Joe’s book, Content Inc., he talks about the power of the three and three model. The first three media platforms you build are the personal ones. For us that’s podcasts, blogs, and events - which Making It will be expanding to in the near future. I really hope you enjoy this episode as much as I did, and hope it’ll inspire you to check out one of Joe’s book. - Chris G.

Highlights from this Episode
(5:41) Joe’s new book: Killing Marketing
(8:00) Joe’s electronic sabbatical
(10:36) Joe’s first concert and first album
(11:30) Content marketing
(13:33) Common bad advice by marketers
(16:18) Focusing on a primary channel
(21:25) A musician’s content
(26:30) Where do artists start?
(31:15) Joe’s backstory
(36:48) Overcoming ruts
(40:45) Effective newsletters
(44:00) Building an audience
(48:10) Reaching out to influencers
(51:03) Writing goals
(54:54) Disney’s business model
(57:32) Joe’s morning non-negotiables  
(58:57) Favorite books and documentaries
(1:00:06) Fill-in-the-blanks

Quotes from Joe Pulizzi
“marketing really should be a profit center”
“it all starts with giving away really valuable information”
“today everyone has a smartphone, they can ignore us at will they don’t have to pay attention to us so you have to create information that’s with paying attention to”
“those [social media] platforms own those audiences, you don’t; you’re basically renting them”
“organic reach on Facebook has pretty much gone away”
“we’re inconsistent with our communication so consistency is really, really key”
“you have to start with one audience, one platform, one content type at a time”
“really know who your core fanbase is, and then lean into that”
“it’s a marathon, not a sprint; there’s no such thing as viral success anymore”
“if you’re not going to put the effort into it, maybe you shouldn’t do anything at all”
“if you build an audience first, they will tell you how they want to pay”
“don’t fall in love with what makes you money, fall in love with your audience”
“you can only target one audience at a time”
“email is not dead”
“create something that is worth talking about”
“once you have a show, make sure you have a call to action”
“figure out what they [influencers] need and how you can help them, and you’ll get it back in return; tenfold”
“if you keep a goal in your head, it’s not real”
“don’t miss family, spiritual goals”
“if you build an audience in the middle you can generate revenue in ways you’d never though of before”
“question everything you’re doing about the music industry right now”
“build the audience first and the revenue will follow”

Links to people, places, and things mentioned
Content Marketing Institute
Killing Marketing
Content Inc
Bee Gees’ Spicks and Specks (Joe’s first album)
Ohio State Fair

Casey Neistat
Matthew Patrick
New York Times
John Deere
Entrepreneur on fire
Gary Vaynerchuck
Rob Scallion
Nine Inch Nails
Grateful Dead
The Huffington Post
Stephen Covey’s 7 Habits of Highly Effective People
Napoleon Hill’s Think and Grow Rich
The Defiant Ones

Disney Business Model

Disney Business Model

Content Marketing Institute Business Model

Content Marketing Institute Business Model

Get in touch with Joe Pulizzi
Joe’s webpage: http://www.joepulizzi.com
Twitter: @joepulizzi

Joe Pulizzi’s Definition of making it
“The ability to spend time with the people you love and not be thinking about something else at the same time”

Keep in touch:

Host: Chris Goyzueta (Chris G.)
Producer: Jason Trosclair
Executive Producer: ONElive Creative Agency  
Music: Emily Kopp
Show Notes: Manuel Pachamoro

Check Out these Books by Joe Pulizzi

Kyle Lemaire - Disrupting the Traditional Music Business with Powerful Marketing Techniques that Build Successful Careers in the Industry

EP054 Cover Kyle Lemaire.jpg

You can also listen to this episode on iTunes | Stitcher |

Be ready to turn everything you’ve learned about the Music Business upside down, and learn how successful entrepreneurs are building their careers and longevity. Kyle Lemaire is an entrepreneur, marketing expert, and disrupter on how things are traditionally done in the music industry. We go right into what he believe major record labels are doing wrong, and how their marketing departments are failing their artists. He’s a firm believer that there is an audience out there for everyone, but how do you find this audience? Kyle uses some very successful marketing techniques that are highly effective for entrepreneurs that the traditional music industry is either completely ignoring or not even aware of. He’s the owner of Indepreneur, where he strives to educate musicians, and has a mission to impact the careers of 1 Million Artists.

In this interview, Kyle and I discuss some of the background of major labels, and why he believes their marketing departments are failing. He shares some success stories with specific marketing techniques that have build audiences and brought in thousands of dollars for his artists. Kyle discusses strategies that successful entrepreneurs are using that also work in the music business, and that artist’s should be using, and much more. This was a very inspiring conversation, and challenges you to break to wheel of the traditional music business. As Ari Herstand has said “There isn’t just one way to make money in the music industry anymore.” Kyle shares some ways he’s had success in creative ways with his artists.


Highlights from this Episode
(7:00) Artists and record labels
(11:36) Labels and marketing
(15:44) Artists and marketing
(22:20) Education material
(27:11) Nino Bless story
(34:20) Retargeting
(36:25) Calls to action
(38:20) Building an audience on Facebook
(42:00) Opt-ins
(46:32) How often to release content
(49:33) Post opt-in engagement
(52:52) Campaign budget
(55:40) Marketing great products
(57:20) Campaigning for live shows
(1:00:47) Ads for tours
(1:06:21) Building an audience as a promoter
(1:12:00) Kyle’s Full Sail journey
(1:14:25) College education
(1:16:28) Kyle’s taking a course
(1:17:50) Indepreneur courses
(1:21:07) Static percentages
(1:24:00) Managers
(1:25:57) Artists who aren’t entrepreneurs
(1:27:59) 1st person that comes to mind as Successful
(1:32:50) Goals
(1:37:25) Kyle’s favorite album and concert
(1:38:42) Kyle’s favorite books
(1:40:08) Exciting recent discovery
(1:40:56) Morning routine
(1:41:53) Drinks with dead or alive
(1:42:29) Fill the blanks

Quotes from Kyle Lemaire
“We don’t rely on record labels nearly as much”
“People don’t discover music on owned platforms like radio anymore”
“Labels don’t now how to keep attention”
“[artists] the skills that enable to connect with humans on a one to one level, makes you perfect for marketing”
“It’s to what you can do, it’s what you believe you can do”
“Twenty people in a thousand will get signed and of those who do get signed, one in twenty get to release an album”
“Make more transactions per customer, that’s what this [music industry] is terrible at”
“The goal is to generate as many supporting fans as you can”
“An indirect introduction is the best kind of introduction”
“It takes six to seven touches to generate a sale from a new customer”
“Instead of having [people] join an email list, we have them join a Facebook messenger list”
“On Facebook the content that works best is content that doesn’t look like an ad”
“You wanna give a way more than any label ever would, and then you ask for a sale”
“The more people you have on your list, the more offers you have to be making”
“Don’t do this [marketing campaigns] if you don’t have a great product”
“If innovation is there, marketing must follow”
“People don't just buy because they’re the right people, they buy because they’re the right people and they’ve been put though the right sequence of interaction”
“Leaving home is incredibly important, people who don’t leave home they to stay at home”
“There are tons of jobs in the industry that they pay people to do, that technology can already do”
“I see a future where indies can get themselves to 100k a year, and then hire a manger”
“The only reason you give someone a percentage is because you don’t know what they should be doing”
“I think we should empower musicians…tell them that they’re enough”
“Being clear about what you want and then getting it, that is success”
“Literally saying outlaid what you want has such dramatic impact”
“You can choose your future, and your decisions model that you have chosen”
“The meaning of life is to not let others determine what life is for you”

Links to people, places, and things mentioned
Appetite for Self-Destruction: The Spectacular Crash of the Record Industry in the Digital Age
Robert Cialdini
Jay Abraham
Nino Bless
Joe Budden
The 502s
Intimate Behavior by Desmond Morris
Swipe Files
The Misfits
The Supervillains
Dr. Hugo Villegas
James Altucher
Quantum Media
Soliloquists of Sound
Breakthrough Advertising
Scientific Advertising

Get in Touch with Kyle Lemaire

Kyle Lemaire’s definition of making it
To completely change how music works as an industry

Keep in touch with us:

Host: Chris G.
Producer: Jason Trosclair
Executive Producer: ONElive Creative Agency  
Music: Emily Kopp
Show Notes: Manuel Pachamoro

Ari Herstand - Creative Ways to Build a Following, Generate Revenue, and Promote Your Music in the New Music Business

You can also listen to this episode on iTunes | Stitcher |

Ari Herstand is the author of “How to Make It in the New Music Business.” This conversation is our Round 2 follow-up to episode 16 featuring the introduction to the book, and Ari’s backstory. In this conversation we dive into revenue streams, how to build a following, creative marketing strategies, follow-up questions from the previous interview, and much more. Ari is a musician, multi-instrumentalist, blogger, public speaker, actor, blogger, and mentor to fellow musicians. Through his blog Ari’s Take, he’s mentored and helped thousands of musicians across the world. His book is my students favorite book about the music business, and the must read for every musician looking to build a career in music. There isn’t just one way to make a living as a musician anymore, and we dive into some of those ways to build a career in the new music business.

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Highlights from this Episode
(5:25) Updates: How To Make It In The New Music Business
(8:53) Ari’s current music project, Brassroots District
(10:15) News on Brassroots District tour
(11:24) Most common asked questions since book release
(13:55) Market research platforms for objective reviews
(16:15) Best ways artists can add value to their relationships
(20:30) Storytelling: when and where to begin?
(30:26) Find the starting point of your story
(32:10) Common revenue streams for artists
(38:20) Revenue streams for Hip-Hop artists
(41:26) Using Facebook to generate income
(48:00) Advice for data analysis
(56:28) Targeting and engaging potential fans
(60:57) Facebook groups
(63:30) Engaging with people in person
(64:35) Where to find Facebook groups to join
(66:36) Playing and expanding outside of your hometown
(72:18) Building a Facebook ad without running it
(74:48) Targeting communities that can relate with your lifestyle
(76:26) How to write emails to book shows
(79:37) How to approach a venue with no past show history of your own
(85:17) Facebook Q’s from listeners
(85:27) What do you know now, that you wish you knew when you first started?
(87:07) Keeping in mind the 50/50 rule how much of  an artist’s resources should be spent in education?

Quotes from Ari Herstand
“I don’t believe in competition in the music industry, I believe we’re all stronger when we work together and I believe that a rising tide lifts all ships”
“Any musician can pave their own way and make it work in a way that makes sense to them”
“If you’re just kind of getting started…it’s not the time to be thinking about how I can make a career out of music or how can I make money, it’s the time to think about how can I hone my craft so I can challenge myself and become great”
“In every interaction think not how can they help me but how can I help them”
“Things will happen if you start helping people and adding value”
“[a career in music is] a marathon not a sprint”
“Your branding and your story are the most important things that you need to work out after you master your music”
“You have to get creative about how you’re going to target your fans”
“Don’t think of it as a transaction…what works is that you play the long game, analyze the data and study it”
“You don’t need to sit around waiting for a label”
“Nobody care about free downloads anymore…stay up with it, keep innovating and find what works for you”
“If you study and learn the nuances and intricacies of the backend data of Facebook, Instagram or twitter you will know more than anyone else in the music industry”
“You don’t want to get opening gigs for bands you like, you want to get opening gigs for bands whose fans would also like you”
“Eventually if you support the community, the community will support you back”
“Start local, figure out what works”
“You should blend the digital and physical world, it’s not an either/or anymore”
“It’s about finding a community…they will support you even if they don’t really, like, love your content or music, just because they identify with you and you’re part of the community”
“50 people is the magic number, if you can figure out how to get 50 people in every city then you can find a venue that will book you”
“The song is the most important thing; it all comes down to the song…do not settle for good enough”
“School is a great time to develop your art, learn the business…challenge yourself to be as best as you can be before you start your career”

Links to people, places, and things mentioned
Ari Herstand’s book: How to Make it in the New Music Business
Brassroots District
Jeffrey James
Ed Sheeran
Dave Matthews Band
Nino Bless
Kendrick Lamar
Old School Marketing’s Rule of Seven
Sales Funnels
Allen Stone
The Troubadour
Alabama Shakes
The Social

Get in touch with Ari Herstand
instagram and twitter:
Blog: Ari's Take
Book: How To Make It In The New Music Business
Email: ari@ariherstand.com   

Ari Herstand’s definition of making it:
“Making a living supporting the kind of lifestyle that you’d like to have doing what you love.”

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Keep in touch with us

Episode Credits
Host: Chris Goyzueta
Producer: Jason Trosclair
Executive Producer: ONElive Creative Agency  
Music: Emily Kopp
Show Notes: Manuel Pachamoro

Isabella Acker - Curator of Culture, Collaboration, Community, and Entrepreneur of the Miami Entertainment Scene

This episode features Isabella Acker, Curator of Culture and Founder of Prism Creative Group in Miami, FL. Isbella is a serial entrepreneur that truly believes in the power of collaboration and community, and it’s her mission to create culture and events people love in Miami, FL. She’s a former Marketing Director for Live Nation at the Fillmore Miami, and has had many great ventures in the world of entertainment prior to Live Nation and her entrepreneurial journey. In 2016, she was named as one of eight women who are changing Miami for the better by Ocean Drive Magazine. Isabella is a true inspiration to her city and for all those around her, and always leads by example to create culture and community through collaboration.

I first met Isabella in 2010 or 2011 during my time at The Plaza Live in Orlando, FL. She came with a former business partner just to meet me, see the Plaza Live, and learn about what I do. From the first time we met, she has been someone that was hungry for knowledge and learning all things about the business. Isabella always believed in creating genuine relationships, and finding ways to add value to those relationships. It was really cool crossing paths again during both of our time at Live Nation, and having a familiar face within the company. We both had a similar journey prior to Live Nation, and similar reasons for eventually leaving the industry powerhouse. In this episode, she shares her mission and passion for Miami with Prism Creative Group, her time with Live Nation, and all the things she did prior to becoming an entrepreneur and working for the worlds biggest promoter. You’ll learn what she did to help her stand out during her time in college, her philosophies on creating community, and her passion behind her mission.

Highlights from this Episode
Why Isabella chose to move to Miami (07:30)
Thoughts on Miami’s entertainment industry (08:55)
Highlights of time spent at FIU (14:55)
Isabella’s time spent working with previous companies (16:30)
Latin Billboard Awards (22:20)
The reason for working at Live Nation (29:00)
Effective marketing tips (36:19)
Inspirations at Live Nation (38:38)
Prism Creative Group (44:10)
Pillars at Prism Creative Group (46:10)
What Prism Creative Group looks for in partners (48:20)
Advice for young artists’ (52:25)
Isabella’s year goals (54:00)
Advice for those getting into Isabella’s line of work (56:50)
First and last 90 minutes (59:39)
Isabella Acker’s definition of making it (1:03:10)

Quotes from Isabella Acker
“Really it’s not about who you are, but who you know that gets you into places.”
“You have to get really creative with how you get the word out.”
“We assume 50% of the people don’t know who the band are when we market.”
“Marketing can get really stale, so what are you doing to really move the needle.”
“You should want to know how effective your campaign is, and then take pride in that. “
“If you can find peoples motivation, its really interesting. “
“You have to find the one thing you’re good at.”
“Building up the hype is super important.”
“It’s a marathon, not a sprint. I celebrate all of the little wins.”
“It takes years to build a market into what it is.”
“Don’t let money or the lack of money derail you.”
“It is really about being very mission aligned”
“My metrics are impact.”
“They think they know what we do, but they don’t really know what we do.”
“Everything has gravitated towards experiences.”
“It’s important to develop an experience so you speak to new audiences.”
“Concerts are an experience, it’s not just about the music.”
“You can always continue to grow your impact.”
“when you can create something really special with an employee there is value to that.”
“It’s important to get out of the routine.”

Links to people, places, and things mentioned

Susan Gladstone - Event Planning Professor
Scooter Braun
Jacob Jeffries
Gary Vaynerchuk

Places & Things
Prism Creative Group
Black Key Group
Culture Crusaders
Live Nation
Florida International University
Wine and Food Festival
Cameo Theater
Orpheum Theatre
IMS Consulting
Latin Billboards
The Fillmore

Get in Touch with Isabella Acker
Instagram for Prism Creative Group
Prisim Creative Group on Twitter
Instagram for Isabella

Isabella Acker Definition of Making It
“That’s a really easy answer for me, it’s being happy.”

Greg Rollett On Taking Risks and Trying New Things

In the Summer of 2015, it’s been about six months after I left working as a Talent Buyer for Live Nation. Prior to landing at Full Sail University, I asked one of my best friends, Greg Rollett, for some advice. Greg told me that “I need to start a podcast” featuring people I’ve met along my journey in the music business. Finally a year later in August 2016, I finally made it happen with Greg as my first guest. I first met Greg in 2006 when is former band performed at my first ever concert, Rock for Hunger. From day one he inspired me with his wisdom for digital marketing, social media, branding, and pretty much all things marking. Whenever it comes to marketing and creating content, I call him the “guru.”

There was no more appropriate way to bring you the first episode of “Making It with Chris G.” than with my good friend and mentor, Greg Rollett. He’s a true serial entrepreneur and always pushes himself to the next level. Every time I talk to Greg, it feels like he’s starting a new project, creating new content, and finding new creative ways to promote products and himself. In this first interview with Greg we talk about taking risks, trying new things, his life journey, stories from his music career, and much more. Welcome to this first episode, and a show that will hopefully bring you lots of wisdom and knowledge of the entertainment business. Making It with Chris G. is a weekly podcast where we feature the stories from behind the scenes to the spotlight of the entertainment business of people who are “Making It” every day, and sharing their wisdom to help you get one step closer to making it! Enjoy this first episode!

Quotes Mentioned
"Create One piece of content; have an opinion about something."
“No one is responsible for your future, but you.”
“If you want a deal, go make a deal.”
“You have to create your own opportunities." 

Links to Things Mentioned
Bulletproof Coffee
Tim Ferris Podcast 
Michael Masterson’s “Ready, Fire, Aim: Zero to $100 Million in No Time Flat” 
Slack (team communication software)

Get in Touch with Greg
Facebook: Greg Rollett
Instagram: @gregrollett
Twitter: @gregrollett

Greg Rollett's definition of Making It
"Being able to be there for the people that mean something to you when they need it.”