Transcript auto-generated by Apple Podcasts

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ROBONZO: This is The Unstarving Musician Podcast.

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ROBONZO: I’m your host Robonzo.

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ROBONZO: The podcast features conversations with me, indie music artists and industry professionals.

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ROBONZO: And it’s all intended to help other indie music artists be better at marketing, business, the creative process, and all the other things that empower us to do more of what we love, make music.

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ROBONZO: Hello and welcome to another episode.

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ROBONZO: I am of course Robonzo.

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ROBONZO: My guest is Lynz Crichton.

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ROBONZO: She is a good friend and a mentor.

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ROBONZO: She’s also making her third appearance on The Unstarving Musician.

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ROBONZO: And more recently, she’s the creator of Music Marketing Method, a program as she calls it.

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ROBONZO: It’s not just a course.

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ROBONZO: She says, music doesn’t just have to be about live gigs or live.

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ROBONZO: I’ve watched her go from about 5,000 to 32,000 Twitter followers between 2017 and 2021 this year.

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ROBONZO: So she knows a little bit about online audience growth on social media.

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ROBONZO: She has a background from prior to that, I don’t know how far back, but as a secondary school teacher before she went full time as a musician, which makes sense because I’ve been part of her Music Marketing Method program.

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ROBONZO: And she’s a really good teacher.

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ROBONZO: She’s very organized.

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ROBONZO: She’s really good at disseminating information, making it easy to consume and fun.

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ROBONZO: She makes money from many directions since her growth, her growth from the newbie in 2017.

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ROBONZO: She wasn’t that new.

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ROBONZO: She was already rocking then, but yeah, the growth has been incredible.

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ROBONZO: Here are some of the areas that are covered in Music Marketing Method, just to give you kind of a hint of some of the things we talk about.

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ROBONZO: So audience growth on social, of course, email list growth, live streaming, online session work, Patreon, crowdfunding, endorsements, YouTube, and more, much more.

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ROBONZO: There’s an amazing Fortnightly Q&A Hivemind session that happens as part of being part of the program.

00:02:02.780 –> 00:02:07.100
ROBONZO: And for those of you that perhaps aren’t English or European, Fortnightly is every two weeks.

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ROBONZO: I had to look that up or ask.

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ROBONZO: There’s also a Facebook group who doesn’t have one of those, but this one’s filled with lots of support, lots of wonderful musicians and fellow students.

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ROBONZO: So that’s cool.

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ROBONZO: And Lynz, of course, in there encouraging us all the way.

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ROBONZO: And now, among the many ways that you can support The Unstarving Musician is through Music Marketing Method.

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ROBONZO: So you can just go to unstarvingmusician.com forward slash crowd sponsor to learn more about supporting this podcast through Lynz Crichton’s Music Marketing Method.

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ROBONZO: I really enjoy talking to Lynz.

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ROBONZO: I was telling my wife, she has the greatest British accent.

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ROBONZO: I told Lynz once, she reminds me a little bit of Paul McCartney, but she was doing something else during our conversation, which made me realize I know nothing about what the accent is really like other than from her, where she’s from or where she gets the accent that she has.

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ROBONZO: But it’s really lovely and she’s just got a great demeanor.

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ROBONZO: She’s very positive.

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ROBONZO: You’ll hear that.

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ROBONZO: And you know that sometimes overly outwardly positive people, they can get under my skin sometimes.

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ROBONZO: It’s just too much energy for me.

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ROBONZO: I believe in being positive, believe me, but sometimes it’s just a little too much energy for me.

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ROBONZO: But with Lynz, I don’t know.

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ROBONZO: It’s just all it’s very chill and positive.

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ROBONZO: I love it.

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ROBONZO: So without further ado, here is me and Lynz Crichton.

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ROBONZO: Hey, sunshine.

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LYNZ CRICHTON: Hello.

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LYNZ CRICHTON: How are you?

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ROBONZO: I’m doing well, man.

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ROBONZO: You look great.

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ROBONZO: I like your colors.

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LYNZ CRICHTON: Oh, thank you very much.

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LYNZ CRICHTON: Well, it’s kind of like clenching on to the last bit of summer here in the UK.

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LYNZ CRICHTON: As we go into autumn, I thought I would, you know, jazz it up today.

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ROBONZO: Yeah, looking good.

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ROBONZO: I mean, you look like you got a little sun, didn’t you?

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LYNZ CRICHTON: Yes, in France.

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LYNZ CRICHTON: Well, actually, yes.

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LYNZ CRICHTON: And I was doing a bit of gardening yesterday, which I, if you know me at all, I don’t do gardening.

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LYNZ CRICHTON: But I just thought the outside of my house just needs a little bit of TLC.

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LYNZ CRICHTON: And quite frankly, I’m going all in.

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LYNZ CRICHTON: And it was super hot yesterday.

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LYNZ CRICHTON: So I don’t know whether that’s a good day or not really to do gardening, but we’ll go with it.

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LYNZ CRICHTON: It’s fine.

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ROBONZO: Cool.

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ROBONZO: Well, what time is it there?

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LYNZ CRICHTON: It is half past four in the afternoon.

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ROBONZO: That’s not bad.

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LYNZ CRICHTON: Yes.

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LYNZ CRICHTON: How about you?

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LYNZ CRICHTON: Are you in the morning?

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ROBONZO: 10:31 a.m.

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ROBONZO: Yeah.

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ROBONZO: Let’s dig into it really.

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ROBONZO: I mean, just right now.

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ROBONZO: Refresh my memory as to when you launched the Music Marketing Method course.

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ROBONZO: Do I call it a course?

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ROBONZO: Can I call it a course?

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LYNZ CRICHTON: You can totally call it a course.

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LYNZ CRICHTON: I have been calling it a program only because I feel a little bit like course.

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LYNZ CRICHTON: Lots of people are telling me they’re kind of like they’re either coursed out or there’s a lot of people creating courses and I think everybody feels a little bit like when the word course is mentioned, they feel like they’re about to be sold to, which I see it as solving problems.

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LYNZ CRICHTON: So if somebody has the problem that I can solve, then I help them.

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LYNZ CRICHTON: So I call it a program because it isn’t just the course.

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LYNZ CRICHTON: It’s the Facebook group with the support and the Zoom calls.

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LYNZ CRICHTON: So it is a program.

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LYNZ CRICHTON: But if the word course comes out, it doesn’t matter.

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ROBONZO: I like that.

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ROBONZO: It’s not a gang.

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ROBONZO: It’s a club.

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ROBONZO: It’s not a course.

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ROBONZO: It’s a program.

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ROBONZO: No, actually, I totally get that.

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ROBONZO: And I think you’re right that to a degree we can get coerced out, as you say.

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ROBONZO: So I think that’s a smart move.

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ROBONZO: So I’ll have to tell you.

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ROBONZO: That’s a good tip, actually.

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LYNZ CRICHTON: Yes, with your program.

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ROBONZO: Yeah.

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ROBONZO: And I’m sorry.

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ROBONZO: Did you tell did you get to the part where you said when you actually launched?

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LYNZ CRICHTON: No.

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LYNZ CRICHTON: So the first, the initial launch was December 2020.

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LYNZ CRICHTON: During a pandemic.

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ROBONZO: Yeah.

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ROBONZO: You were built for the pandemic, though.

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ROBONZO: It’s one thing I will never forget.

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ROBONZO: I was asking people about how important it was for them to build a local audience.

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ROBONZO: And maybe also sprinkled in, like, how has the pandemic changed what you do?

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ROBONZO: And your response to both of those things were different.

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ROBONZO: You know, I didn’t talk to 100 people, but I might have talked to about 50.

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ROBONZO: I’m not sure.

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ROBONZO: But your response was stood out because, A, you started online in a way, building this whole thing, just your following as a musician.

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ROBONZO: And because of that, you were already built out online.

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ROBONZO: So when the pandemic hit, it was like, no stride lost.

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ROBONZO: That was really cool.

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LYNZ CRICHTON: Yeah, absolutely.

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ROBONZO: I guess we still have to have both, though, right?

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ROBONZO: I mean, wouldn’t you say, like, just to be totally bulletproof, you want to be able to do either or, correct?

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LYNZ CRICHTON: Well, if we think about a lot of the things that we’ve spoken about, and I’m not sure if you want me to allude to the fact that you have done the program or not.

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ROBONZO: I’m still in the program.

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ROBONZO: Oh, yes.

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LYNZ CRICHTON: True, true.

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LYNZ CRICHTON: But one of the things that we often talk about is streams of revenue.

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LYNZ CRICHTON: Why would I kind of completely negate one stream of revenue, which is, of course, anything to do with live?

00:07:06.960 –> 00:07:08.240
LYNZ CRICHTON: I’m going back out live.

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LYNZ CRICHTON: The thing that I kind of want to help independent musicians with, though, is that it doesn’t have to just be about life, because I think before the pandemic, a lot of people were thinking that you had to put all your eggs in that live basket, the touring, the merch.

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LYNZ CRICHTON: That’s how you got your money.

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LYNZ CRICHTON: And I guess with musicians, big artists on record labels and stuff, yeah, when you’ve got the marketing budget behind you, that was a way that you could make a lot of the money in one go.

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LYNZ CRICHTON: But for independent musicians, you know, we talk about streams of revenue.

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LYNZ CRICHTON: So, you know, now it’s a wonderfully blended thing that you can be making money from streams of revenue online and offline as well.

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ROBONZO: Yeah.

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ROBONZO: And I don’t know if you ever carry it out this far, but like, what happens if the internet dies on a server or maybe just individually?

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ROBONZO: I guess if it happens societally, we have bigger problems than just where we’re going to get a gig.

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ROBONZO: Oh, my gosh.

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LYNZ CRICHTON: What do you think?

00:08:04.800 –> 00:08:05.400
LYNZ CRICHTON: What do you think?

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LYNZ CRICHTON: Like, if that happened, that would be worse than COVID.

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ROBONZO: Probably, yeah.

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LYNZ CRICHTON: Well, there’s a thought.

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ROBONZO: So maybe it’s an exercise, a thought exercise to carry out for the future of the program.

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LYNZ CRICHTON: Yes.

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ROBONZO: Yes.

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LYNZ CRICHTON: The other Armageddon that could happen.

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ROBONZO: Or even if you just sort of isolate it, like, you know, maybe we’ve got, maybe you have a student someday in the near future, if you don’t already have one, that’s in one of these countries that decides, oh, you can’t get on the internet anymore on those sites that you used to.

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ROBONZO: And suddenly things have changed.

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ROBONZO: Or, you know, I live out in the jungle, as my family says.

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ROBONZO: I kind of do.

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ROBONZO: But, you know, hey, in theory, you would think in these kind of places.

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ROBONZO: Well, I should just take the United States.

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ROBONZO: It could have more likely to happen there than it is to me.

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ROBONZO: But I don’t know, the infrastructure crashes down on me internet wise, and I don’t have it.

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ROBONZO: So I don’t know.

00:08:59.200 –> 00:09:02.160
ROBONZO: I’m being a little extreme and dystopian again.

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ROBONZO: Yeah.

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LYNZ CRICHTON: But, you know, I think, yeah, as independent musicians, we have to where possible and any small business is not just about musicians, certainly creative people, but anybody in business nowadays.

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LYNZ CRICHTON: Yes, we have access to the Internet.

00:09:18.880 –> 00:09:21.540
LYNZ CRICHTON: So we have access to global audiences, which is fantastic.

00:09:21.620 –> 00:09:30.760
LYNZ CRICHTON: But if you should always own your data, I mean, look at Myspace when that went down, that was terrible and people lost audiences overnight.

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LYNZ CRICHTON: That’s why you shouldn’t put all your eggs in the social media basket either.

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LYNZ CRICHTON: And you should try and, you know, own your email list or contacts of whatever description.

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ROBONZO: So, heck yeah, heck yeah.

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ROBONZO: Amen.

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ROBONZO: So in your words, tell listeners why you started Music Marketing Method and I guess who it’s for.

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LYNZ CRICHTON: Yes.

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LYNZ CRICHTON: So the Music Marketing Method was started out of a genuine desire to help independent musicians to find their fans online in the first instance, grow their audience and set the foundations of their business the right way to start making money with their music, if that is an aim of yours, but also to just get your music into the ears of people who want to listen to it and who need it and desire it and want to hear new music, but they just don’t know where to find it.

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LYNZ CRICHTON: I see it as our job to connect our music to our potential superfans.

00:10:34.360 –> 00:10:47.220
LYNZ CRICHTON: But having spoken to now hundreds of musicians on Zoom calls and telephone and whatever else, I know that this is still something that people find difficult.

00:10:47.240 –> 00:10:50.520
LYNZ CRICHTON: And so I feel a little bit like with Twitter.

00:10:51.400 –> 00:11:00.500
LYNZ CRICHTON: I cracked the code on how to grow an audience and how to get in touch with fans and grow a business from from my music.

00:11:00.520 –> 00:11:03.980
LYNZ CRICHTON: And so I believe in sharing that with people.

00:11:05.080 –> 00:11:06.700
LYNZ CRICHTON: So that’s why it started.

00:11:07.480 –> 00:11:08.260
LYNZ CRICHTON: Who’s it for?

00:11:08.960 –> 00:11:11.760
LYNZ CRICHTON: Anybody who wants to get their music out there.

00:11:11.840 –> 00:11:13.280
LYNZ CRICHTON: Because I hear that phrase a lot.

00:11:13.300 –> 00:11:14.300
LYNZ CRICHTON: What does that actually mean?

00:11:14.320 –> 00:11:17.060
LYNZ CRICHTON: So I love to kind of deconstruct what that is.

00:11:17.080 –> 00:11:22.120
LYNZ CRICHTON: But singer songwriters, musicians of all kinds of genres.

00:11:22.140 –> 00:11:27.480
LYNZ CRICHTON: I even have people in the Music Marketing Method who have blended the music with something else.

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LYNZ CRICHTON: So they might be podcasters or they might be fitness instructors that have this music part of their business.

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LYNZ CRICHTON: It’s wild, but ultimately it is about understanding how to build an audience that’s not just relentless posting on social media in a hamster’s wheel and a vacuum and not understanding why or how or what effect that’s having.

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LYNZ CRICHTON: But to really see the step-by-step guide of how to find a fan, how to get them to turn around and look at you, and then for you to be able to do the dance, do the thing, and then get them to come into your community and how to build that community and so on and how to talk to fans.

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LYNZ CRICHTON: So I was quite a long explanation, but who it’s for and why it started.

00:12:17.280 –> 00:12:17.940
LYNZ CRICHTON: That’s it.

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ROBONZO: I like that.

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ROBONZO: You know, there are a lot of people selling courses and programs, and I was lucky to become acquainted with you, maybe via Twitter.

00:12:29.360 –> 00:12:32.520
LYNZ CRICHTON: Ironically, yeah.

00:12:32.540 –> 00:12:35.620
ROBONZO: Maybe through Carlos Castillo, there was a loose connection.

00:12:35.620 –> 00:12:39.280
ROBONZO: I mean, I know there is a connection between the three of us, but we talked.

00:12:40.140 –> 00:12:41.820
ROBONZO: I’ll ask a question here, too.

00:12:43.020 –> 00:12:45.320
ROBONZO: We talked for the first time on the podcast.

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ROBONZO: Dang, is that four years, 2017?

00:12:47.940 –> 00:12:48.920
ROBONZO: Does that make it four years ago?

00:12:49.100 –> 00:12:49.960
ROBONZO: In September?

00:12:50.100 –> 00:12:50.420
ROBONZO: Yes.

00:12:51.820 –> 00:12:57.900
ROBONZO: It was probably August when we spoke and it published on the first of September 2017.

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ROBONZO: What do you think your following was, and assuming that was on Twitter, was in late 2017?

00:13:08.320 –> 00:13:10.120
LYNZ CRICHTON: That is a great question.

00:13:10.140 –> 00:13:18.520
LYNZ CRICHTON: I can only presume it was probably around 5,000-ish, maybe.

00:13:18.540 –> 00:13:20.500
ROBONZO: And what is it today-ish?

00:13:22.100 –> 00:13:24.840
LYNZ CRICHTON: 32,000, something like that.

00:13:24.860 –> 00:13:25.220
LYNZ CRICHTON: I don’t know.

00:13:25.280 –> 00:13:25.880
ROBONZO: That’s amazing.

00:13:26.460 –> 00:13:27.560
LYNZ CRICHTON: That’s just on Twitter.

00:13:27.580 –> 00:13:29.460
LYNZ CRICHTON: I mean, there’s, of course, other platforms as well.

00:13:29.480 –> 00:13:32.600
LYNZ CRICHTON: But yeah, mainly, I think around that.

00:13:33.240 –> 00:13:39.920
ROBONZO: And by what percentage do you think, or if numbers are easier, if that’s anything you care to disclose, but percentage-wise, maybe it’s good.

00:13:40.340 –> 00:13:42.880
ROBONZO: What about your email list at that time versus today?

00:13:44.420 –> 00:13:45.180
LYNZ CRICHTON: Oh, my gosh.

00:13:48.000 –> 00:13:51.340
LYNZ CRICHTON: It was probably about 20% of what it is now.

00:13:52.060 –> 00:14:01.000
LYNZ CRICHTON: I think obviously my email list grew in tandem with the following and the conversations that I was having with people behind the scenes and so on and so forth.

00:14:01.320 –> 00:14:06.240
LYNZ CRICHTON: I think there was probably a period of, I don’t know, a year, even 18 months.

00:14:06.260 –> 00:14:10.480
LYNZ CRICHTON: I mean, we’ve just been through a pandemic, so time is warped to me now.

00:14:11.260 –> 00:14:29.120
LYNZ CRICHTON: But it’s sort of the last kind of period where I haven’t even been actively growing my following or email list or whatever, because I now have projects and work that come across my desk that I’m just doing partly because I’ve grown that audience or made those connections or whatever.

00:14:29.160 –> 00:14:34.200
LYNZ CRICHTON: And so, you know, I’m just doing that paid work.

00:14:35.280 –> 00:14:43.180
LYNZ CRICHTON: But, you know, when things go quiet again, as they do ebbs and flows throughout the year, then I’ll just get back on to growing the audience again and talking to people again and so on and so forth.

00:14:43.200 –> 00:14:52.000
LYNZ CRICHTON: So, yeah, it was much less back in 2017, like you, Melist.

00:14:52.780 –> 00:14:53.900
ROBONZO: That’s a pretty big spread, though.

00:14:54.020 –> 00:15:12.580
ROBONZO: And the reason I bring them up is I started with, you know, there’s a lot of people offering courses and programs and a lot of very nice people, a lot of them with great programs and courses, some of whom you’ve taken courses from and perhaps I have as well, or interact with on a regular basis, at least.

00:15:13.080 –> 00:15:15.580
ROBONZO: But I got to see, well, I got to meet you.

00:15:15.620 –> 00:15:17.840
ROBONZO: Nice person, great person, good songwriter.

00:15:17.920 –> 00:15:22.760
ROBONZO: And I watched you do this growth thing long before you decided I’m going to create this program.

00:15:23.840 –> 00:15:27.060
ROBONZO: And so as soon as I saw you were doing it, I’m like, OK, that’s interesting.

00:15:27.440 –> 00:15:28.320
ROBONZO: For a couple of reasons.

00:15:28.340 –> 00:15:29.180
ROBONZO: One was, oh, look at that.

00:15:29.200 –> 00:15:32.320
ROBONZO: She’s adding this to the arsenal of income.

00:15:32.340 –> 00:15:36.780
ROBONZO: And then the other one was like, I really was curious of what you were going to do.

00:15:36.800 –> 00:15:40.200
ROBONZO: I thought it has potential to be really good because this is Lynz we’re talking about.

00:15:40.220 –> 00:15:44.800
ROBONZO: I’ve watched what you do and clearly it was working for you.

00:15:45.240 –> 00:15:47.740
ROBONZO: And so the only trick was, could you teach it to other people?

00:15:47.760 –> 00:15:58.320
ROBONZO: And that was the other thing I was really pleasantly pleasantly surprised with is how good you’ve been at disseminating the information and organizing the whole thing.

00:15:59.100 –> 00:16:05.680
ROBONZO: You know, I’ve been through some courses, arguably by people who have more gears turning in their little organization.

00:16:06.720 –> 00:16:11.920
ROBONZO: People helping and stuff and you really are right up there with some of the best ones I’ve done.

00:16:11.940 –> 00:16:14.140
LYNZ CRICHTON: So thank you, Roberto.

00:16:14.160 –> 00:16:15.340
LYNZ CRICHTON: That’s really sweet of you.

00:16:15.360 –> 00:16:16.920
LYNZ CRICHTON: And I really, really appreciate that.

00:16:16.940 –> 00:16:17.760
LYNZ CRICHTON: I appreciate that a lot.

00:16:18.080 –> 00:16:26.620
LYNZ CRICHTON: And I probably one thing that people don’t really know about me is that before I became a professional musician, I don’t know why I just did air things for that.

00:16:27.120 –> 00:16:30.920
LYNZ CRICHTON: But I used to be a secondary school teacher.

00:16:31.760 –> 00:16:34.000
LYNZ CRICHTON: So I taught, I mean, I taught languages.

00:16:34.020 –> 00:16:34.940
LYNZ CRICHTON: I didn’t even teach music.

00:16:34.960 –> 00:16:36.620
LYNZ CRICHTON: I taught French, German, Italian and Spanish.

00:16:36.640 –> 00:16:37.160
LYNZ CRICHTON: Would you believe it?

00:16:37.420 –> 00:16:45.700
LYNZ CRICHTON: But but I think from that, when I look back at that experience, I mean, I did it for about 10 years.

00:16:47.120 –> 00:16:59.760
LYNZ CRICHTON: And now I think, well, my training was to take a piece of information, break it down to its smallest parts and then, you know, re-disseminate that so that people can understand it.

00:16:59.780 –> 00:17:07.100
LYNZ CRICHTON: So the fact that you have had that experience in my course is awesome, because it just means all that experience has gone into it.

00:17:07.120 –> 00:17:10.620
LYNZ CRICHTON: But, you know, this it’s working.

00:17:10.640 –> 00:17:11.700
LYNZ CRICHTON: So thanks.

00:17:11.940 –> 00:17:13.140
ROBONZO: It makes sense to me now.

00:17:13.640 –> 00:17:31.080
ROBONZO: I was thinking as we were going through it and as I watched you refine all the components of it, like the online, I’ll call it a repository, you know, where we can go back or for a new student, we can go through the video sessions and then get into the live Q&A that you do on a regular basis.

00:17:32.140 –> 00:17:34.400
ROBONZO: Watching you refine that was really good too.

00:17:34.420 –> 00:17:47.760
ROBONZO: But I guess you were leaning back on the core of education experience that you had and I’m assuming you had to go through some new challenges to figure out, OK, how am I going to piece this together in a way that’s easy to consume and it works well for me and so on.

00:17:48.500 –> 00:17:49.920
LYNZ CRICHTON: Yeah, no, absolutely.

00:17:50.260 –> 00:18:11.020
LYNZ CRICHTON: To be honest, there were, well, I mean, I’ve already spoken about why the course came about in the first place, because I genuinely, there have been times where I have been so frustrated at certain bits of whether it’s the music industry or just you being the CEO of your business, you know, if it’s only you, you have to figure it out.

00:18:11.420 –> 00:18:15.200
LYNZ CRICHTON: And there are certain components like live streaming, for example, live streaming is our product.

00:18:15.220 –> 00:18:19.140
LYNZ CRICHTON: I’m really passionate about it as musicians and being able to live stream with great audio.

00:18:19.460 –> 00:18:22.480
LYNZ CRICHTON: It took me ages to figure out how to do that well.

00:18:23.300 –> 00:18:36.400
LYNZ CRICHTON: And so I thought, I don’t want other people to spend 6, 12, 24 months figuring this out when actually the kind of the result is right there.

00:18:36.400 –> 00:18:42.120
LYNZ CRICHTON: So let me just, you know, help people with that.

00:18:43.140 –> 00:18:46.760
LYNZ CRICHTON: So the cause was born out of some of my frustrations.

00:18:49.280 –> 00:18:54.200
LYNZ CRICHTON: Yeah, but the telephone conversations and Zoom calls and things with musicians as well.

00:18:54.340 –> 00:18:56.360
LYNZ CRICHTON: I did my market research before I created it.

00:18:56.380 –> 00:19:00.100
LYNZ CRICHTON: So I didn’t want to create a course going, this is what you’re going to need.

00:19:00.660 –> 00:19:02.580
LYNZ CRICHTON: It was more, what do you need?

00:19:02.620 –> 00:19:04.220
LYNZ CRICHTON: Tell me where your frustrations are.

00:19:04.560 –> 00:19:13.080
LYNZ CRICHTON: And even when people jump on calls with me now, if they want, you know, if they’re vaguely interested in, you know, I might want to come in the course, but I don’t know if it’s for me.

00:19:13.560 –> 00:19:17.820
LYNZ CRICHTON: I always start the conversation with what are you frustrated with right now?

00:19:17.960 –> 00:19:19.140
LYNZ CRICHTON: Like, where are you stuck?

00:19:19.540 –> 00:19:23.520
LYNZ CRICHTON: Because I don’t want people to come in to my course if they’re not a good fit.

00:19:23.960 –> 00:19:26.760
LYNZ CRICHTON: That’s useless for me and it’s useless for them.

00:19:27.480 –> 00:19:35.140
LYNZ CRICHTON: So, you know, I want to know where people are currently struggling so that I can help them or to find out if I can help them.

00:19:35.320 –> 00:19:40.580
LYNZ CRICHTON: And that’s how I started the course as well by talking to hundreds of musicians.

00:19:41.020 –> 00:19:42.800
LYNZ CRICHTON: And, you know, every story was different.

00:19:42.820 –> 00:19:43.720
LYNZ CRICHTON: There’s no doubt about that.

00:19:43.940 –> 00:19:52.460
LYNZ CRICHTON: But there were very common themes running through a lot of those conversations where I was thinking, OK, building an audience is really hard for people.

00:19:52.480 –> 00:19:53.600
LYNZ CRICHTON: They don’t know how to do that.

00:19:53.820 –> 00:19:55.620
LYNZ CRICHTON: Live streaming with great audio is hard.

00:19:55.640 –> 00:19:56.260
LYNZ CRICHTON: They don’t know how to do that.

00:19:56.380 –> 00:19:58.100
LYNZ CRICHTON: Monetizing their music, that’s hard.

00:19:58.120 –> 00:19:58.860
LYNZ CRICHTON: They don’t know how to do that.

00:19:58.880 –> 00:20:06.380
LYNZ CRICHTON: And there are so many, as you now know, so many opportunities out there now to make a living with your music.

00:20:07.020 –> 00:20:17.720
LYNZ CRICHTON: It’s a crying shame that people have to kind of go down certain rabbit holes of old music industry thinking, believing that that’s still the right way to do things.

00:20:17.820 –> 00:20:18.920
LYNZ CRICHTON: And it’s not.

00:20:20.220 –> 00:20:20.880
ROBONZO: It’s a path.

00:20:22.600 –> 00:20:23.140
ROBONZO: One of many.

00:20:23.580 –> 00:20:29.380
ROBONZO: I think it’s probably important to say that it’s not the only way for sure.

00:20:29.640 –> 00:20:31.360
ROBONZO: And in some ways, it’s a very broken way.

00:20:31.860 –> 00:20:45.040
ROBONZO: But I mean, I see some cases where the industry musicians have some success sort of going through what is now the model of the industry.

00:20:45.060 –> 00:20:46.860
ROBONZO: But it is one path.

00:20:46.880 –> 00:20:47.600
ROBONZO: It ain’t easy.

00:20:47.740 –> 00:20:57.840
ROBONZO: And I think the more common case is like your student body, people who have not gone through that track or they have, but everything’s changed.

00:20:57.860 –> 00:20:59.020
ROBONZO: I’m thinking of Brooksie Wells.

00:20:59.140 –> 00:21:00.700
ROBONZO: Wells, is that Brooksie’s last name?

00:21:02.160 –> 00:21:10.040
ROBONZO: Who has like a rich career history and has restarted it and everything has changed.

00:21:10.620 –> 00:21:17.200
ROBONZO: So it’s a wide range of students and the type of people that it can work for.

00:21:17.840 –> 00:21:32.620
ROBONZO: Would you say that the most important thing, assuming that you know how to write music, you’re putting out the best product you can, people actually want to hear it, would you say that the audience building part of it is probably the most important thing?

00:21:32.640 –> 00:21:43.640
ROBONZO: And if yes, you agree with that or not, you can tell me what’s the next, you know, most important part of getting yourself moving upward to being a musician who can get your music out there and make money?

00:21:45.620 –> 00:21:48.600
LYNZ CRICHTON: I was just thinking about this as you were talking.

00:21:50.040 –> 00:21:54.300
LYNZ CRICHTON: One of the students in the Music Marketing Method, she’s called Kalina.

00:21:54.320 –> 00:21:57.440
LYNZ CRICHTON: She’s an awesome thing.

00:21:57.720 –> 00:21:58.320
LYNZ CRICHTON: She’s awesome.

00:21:58.800 –> 00:22:15.440
LYNZ CRICHTON: One of the things that she said really struck and stuck with me, which was the awesome thing about the course or the program is not so much that you teach us how to build an audience and you teach us how to, you know, move these potential super fans along this fan journey and this line.

00:22:15.480 –> 00:22:26.520
LYNZ CRICHTON: But it’s the variety of opportunities that are available to us now, but you don’t tell us you have to do this one.

00:22:26.820 –> 00:22:27.860
LYNZ CRICHTON: We can cherry pick.

00:22:27.880 –> 00:22:32.920
LYNZ CRICHTON: We can watch the whole thing or we can, you know, kind of take on all that information and we can cherry pick what works for us.

00:22:33.420 –> 00:22:45.560
LYNZ CRICHTON: So I guess in answer to your question, I would come back and I’m hoping this doesn’t sound like a nailing jelly to the wall kind of answer, but it is what is important for you.

00:22:45.600 –> 00:22:48.300
LYNZ CRICHTON: As an independent musician, like what do you want your life to look like?

00:22:48.320 –> 00:22:57.280
LYNZ CRICHTON: So when I started as a musician, I’ve just said I used to be a secondary school teacher and I left that career and I just had two kids.

00:22:57.820 –> 00:22:58.660
LYNZ CRICHTON: They were very young.

00:22:58.680 –> 00:23:02.240
LYNZ CRICHTON: And so things like touring and so on, that was not an option for me.

00:23:02.600 –> 00:23:08.940
LYNZ CRICHTON: And so the reason why I’m telling you this is kind of important is because what is your current situation?

00:23:08.960 –> 00:23:09.680
LYNZ CRICHTON: What do you want?

00:23:10.000 –> 00:23:11.080
LYNZ CRICHTON: What are your goals?

00:23:11.100 –> 00:23:11.960
LYNZ CRICHTON: Where do you want to go?

00:23:11.980 –> 00:23:17.520
LYNZ CRICHTON: It’s not just about, you know, is it important that we build an audience or whatever?

00:23:17.540 –> 00:23:24.420
LYNZ CRICHTON: It’s all these pieces that are important to you and what you want your music career to look like.

00:23:24.720 –> 00:23:31.820
LYNZ CRICHTON: I think what I try and do in the program, and this is kind of unintentional, but I just want to showcase to you what is what is possible.

00:23:32.500 –> 00:23:34.260
LYNZ CRICHTON: And then for you to go, that will work for me.

00:23:34.340 –> 00:23:35.360
LYNZ CRICHTON: That will not work for me.

00:23:35.380 –> 00:23:36.240
LYNZ CRICHTON: That will work for me.

00:23:36.260 –> 00:23:37.160
LYNZ CRICHTON: That will not work for me.

00:23:37.160 –> 00:23:39.560
LYNZ CRICHTON: And you get to just choose the bits that work for you.

00:23:39.600 –> 00:23:42.640
LYNZ CRICHTON: So it’s like building your own jigsaw.

00:23:42.800 –> 00:23:44.100
LYNZ CRICHTON: Choose the bits that work for you.

00:23:44.800 –> 00:23:49.240
ROBONZO: But is there any way to find success with the pieces that work for you without the audience?

00:23:51.060 –> 00:23:51.900
LYNZ CRICHTON: Oh, I see.

00:23:53.300 –> 00:23:53.880
LYNZ CRICHTON: Yes.

00:23:56.100 –> 00:24:02.980
LYNZ CRICHTON: So, for example, some of the remote session work that I showcased in the program, you don’t need an audience at all for that.

00:24:03.480 –> 00:24:06.460
LYNZ CRICHTON: If you get into sync licensing, you don’t need an audience at all for that.

00:24:07.520 –> 00:24:11.140
LYNZ CRICHTON: Custom songwriting, you actually don’t really need an audience for that either.

00:24:11.160 –> 00:24:17.340
LYNZ CRICHTON: There are agencies and companies out there now that you can hook up with to be an artist on their roster.

00:24:17.820 –> 00:24:19.020
LYNZ CRICHTON: You don’t need an audience for that.

00:24:19.160 –> 00:24:27.160
LYNZ CRICHTON: So there are lots of ways that you can be making money on a consistent basis, and you don’t need an audience for it.

00:24:27.700 –> 00:24:28.400
ROBONZO: That’s a good point.

00:24:29.300 –> 00:24:37.300
ROBONZO: I’m thinking of the analogy, you know, when you’re doing gigs, there are these places, a lot of them, where you’ve got to bring an audience, and there are these other ones that have a built-in audience.

00:24:37.880 –> 00:24:38.220
LYNZ CRICHTON: Yeah.

00:24:38.860 –> 00:24:42.400
ROBONZO: I suppose that’s what we have online today.

00:24:42.960 –> 00:24:56.000
ROBONZO: There are many things that we may want to do, like launch a course or a program like this, for which we need an audience, but all those things you mentioned, there’s built-in audience or ecosystem out there for a lot of these things.

00:24:56.940 –> 00:24:58.380
LYNZ CRICHTON: Yeah, definitely.

00:24:58.400 –> 00:24:59.300
ROBONZO: That’s good.

00:24:59.360 –> 00:24:59.840
ROBONZO: I like that.

00:25:00.740 –> 00:25:01.700
ROBONZO: I stand corrected.

00:25:03.900 –> 00:25:13.040
ROBONZO: There are so many ways to generate income, so many ways you can approach your music, as you pointed out.

00:25:14.560 –> 00:25:24.260
ROBONZO: I think early on, I don’t know if you had to sort of fine-tune the messaging, I’m sure you have, but I think early on, some of my classmates, I call them, you know, were like, there’s just too many things.

00:25:24.280 –> 00:25:26.100
ROBONZO: I’m like, well, you know, it’s a menu.

00:25:27.340 –> 00:25:30.200
ROBONZO: And I’m sure you’ve kind of tweaked it that way, too.

00:25:30.860 –> 00:25:33.560
ROBONZO: As you explained it, there are a lot of different ways you can do this.

00:25:33.580 –> 00:25:38.640
ROBONZO: You need to be able to find the ones that resonate with you or that you feel like will work in your world and try those.

00:25:39.040 –> 00:25:44.440
ROBONZO: Now, did you, it seems like you have tried just about every one you’ve talked about.

00:25:45.220 –> 00:25:57.720
ROBONZO: And if that wasn’t the case, how did you implement anything that you haven’t spent a lot of or much time in or maybe no time in, but you know on some good credible source that this is a good option to look at?

00:25:58.940 –> 00:26:01.660
LYNZ CRICHTON: I can’t think of any that I haven’t used myself.

00:26:01.980 –> 00:26:19.900
LYNZ CRICHTON: I think that’s partly, yeah, well, I think that’s partly why I kind of, it’s another reason why I wanted to build this course because I’ve been in other courses before where things have been suggested to me and for whatever reason it hasn’t worked out.

00:26:19.920 –> 00:26:27.780
LYNZ CRICHTON: And so I think I 100 people don’t pay for information.

00:26:27.900 –> 00:26:29.660
LYNZ CRICHTON: They pay for transformation.

00:26:30.420 –> 00:26:39.540
LYNZ CRICHTON: And so I wanted to create a program that was no fluff, no filler and gets someone from point A where they are now to point B.

00:26:40.240 –> 00:26:50.800
LYNZ CRICHTON: And if on that kind of discovery call that we go through at the beginning, if they say this is where I currently am, Lynz, and this is where I want to go, if I think I can bridge that gap, then we’re a good fit and we can work together.

00:26:51.000 –> 00:26:59.940
LYNZ CRICHTON: But genuinely on that call, if somebody says I want to go down the Spotify rabbit hole and I want to get my streams up, it’s not something that I specialize in.

00:26:59.960 –> 00:27:01.660
LYNZ CRICHTON: And I will say that from the get go.

00:27:01.680 –> 00:27:06.120
LYNZ CRICHTON: But I don’t personally now I’ve got nothing get Spotify, by the way.

00:27:07.600 –> 00:27:16.440
LYNZ CRICHTON: I don’t kind of go after streams because I know that I can make a really good living from a relatively small audience.

00:27:17.660 –> 00:27:22.580
LYNZ CRICHTON: And I just want to showcase that to people and just other ways of doing it.

00:27:22.580 –> 00:27:24.460
LYNZ CRICHTON: And there are loads of them.

00:27:25.060 –> 00:27:28.140
ROBONZO: Yeah, I think it’s so funny for me.

00:27:29.900 –> 00:27:39.340
ROBONZO: I’m trying to reflect back on the introduction of different avenues that you do present in the course, in the program.

00:27:40.160 –> 00:28:06.860
ROBONZO: And I can’t think of any that were completely foreign to me, but it was really cool to see and hear from someone who’s used them, who can sort of walk you through how to use them, what your experience was, and plus just have this repository of, okay, I can go choose this thing this month that I’m going to try and tackle and go for that.

00:28:07.560 –> 00:28:22.360
ROBONZO: It seems to me too that clearly this is true, that you can get a great presentation of all your options and information and a path to transformation, but the real kicker comes in with the execution, right?

00:28:23.780 –> 00:28:35.920
ROBONZO: One thing that you shared with us almost in passing was the, I don’t know if you called it the 12-week year or whatever, but it was basically a 12-week goal planner.

00:28:35.940 –> 00:28:37.440
ROBONZO: I thought it was pretty cool.

00:28:38.400 –> 00:29:02.340
ROBONZO: I made my own spreadsheet based on that thought, and I failed miserably at a lot of them, but I think having these weekly 12 weeks of things that you’re trying to accomplish and seeing how you do in a very defined time range, for whatever reason, that does seem like a great time range, 12 weeks.

00:29:04.300 –> 00:29:04.740
ROBONZO: It’s good.

00:29:04.780 –> 00:29:13.100
ROBONZO: I mean, it’s good to tell you either like, okay, I’m not focusing well enough or I’m shooting too high, or I don’t care.

00:29:13.120 –> 00:29:14.880
ROBONZO: I’m going to try and keep trying to do all these things.

00:29:14.900 –> 00:29:15.480
ROBONZO: I’m focusing.

00:29:15.500 –> 00:29:23.800
ROBONZO: I know I am, but I’m okay with failing at some of them because as I want to, I can roll them forward as I do execute some of these things on that list.

00:29:24.200 –> 00:29:44.860
ROBONZO: So I thought that was really cool and I guess I want to ask, what are any other tips that you have for your students or anyone who listens to this, whether they join your program or not, for moving the needle, getting through executing and not just having a path to transformation in front of you, but actually living it?

00:29:45.860 –> 00:29:47.300
LYNZ CRICHTON: This is a really interesting one.

00:29:47.320 –> 00:29:49.420
LYNZ CRICHTON: So a lot of this comes down to mindset.

00:29:50.840 –> 00:30:00.840
LYNZ CRICHTON: This is partly why I love the fact that in our Facebook group that we have, I love to celebrate baby wins, baby steps every single week so that people don’t just…

00:30:00.860 –> 00:30:09.820
LYNZ CRICHTON: I mean, it’s very interesting that what you were just saying and you were focusing more, you personally then when you were talking, were focusing more on the things that you’d failed at during those 12 weeks and the things that you’d achieved.

00:30:10.220 –> 00:30:11.260
LYNZ CRICHTON: But I would say to you…

00:30:11.280 –> 00:30:14.280
LYNZ CRICHTON: I need to talk to you about that, Roberto.

00:30:15.960 –> 00:30:24.140
LYNZ CRICHTON: We need to just break things down and sort of tackle things one thing at a time.

00:30:24.160 –> 00:30:34.700
LYNZ CRICHTON: If you can get 1% better every day, 1% better every week, whatever your time frame is, you’re doing better than you would have done had you not created the goal in the first place.

00:30:35.040 –> 00:30:40.760
LYNZ CRICHTON: I think one of the ways that I’ve set out the programme is that it does come in a chronological order for a reason.

00:30:41.740 –> 00:30:43.320
LYNZ CRICHTON: Just tackle one thing at a time.

00:30:44.040 –> 00:30:51.640
LYNZ CRICHTON: Some people like to come in, for example, and watch the whole thing and then go back and kind of implement the things that you’ve light them up, fire them up.

00:30:52.160 –> 00:30:54.800
LYNZ CRICHTON: Other people want to do it kind of as they go through.

00:30:55.240 –> 00:30:56.680
LYNZ CRICHTON: Again, it’s whatever works for you.

00:30:56.980 –> 00:31:07.180
LYNZ CRICHTON: But in terms of whether people kind of execute or not, the cold honest truth is that’s down to you.

00:31:09.960 –> 00:31:32.120
LYNZ CRICHTON: And if when you’re inside the program, if that is something that somebody says that they’re struggling with, that I want to work with them to help them get through that, whether it’s to create an accountability group or, you know, that’s partly why we have the fortnightly Zoom calls as well, because I want to hear about these things so that I can help and encourage and guide people through.

00:31:32.140 –> 00:31:37.680
LYNZ CRICHTON: Because I’m the first to put up my hand and go, do I get everything done in my to-do list?

00:31:37.900 –> 00:31:38.300
LYNZ CRICHTON: No.

00:31:40.020 –> 00:31:46.420
LYNZ CRICHTON: But, you know, I think having that support network around you and the Hive Mind is a help as well.

00:31:46.780 –> 00:31:51.060
LYNZ CRICHTON: So that if you are stuck on something, you just, you can’t shy away from it.

00:31:52.280 –> 00:32:07.900
ROBONZO: Yeah, it’s nice to have, you know, the Q&A or the Hive Mind sessions we have can be inspirational for sure, as can some of these little things we discuss in the Facebook group that students get access to.

00:32:09.060 –> 00:32:13.460
ROBONZO: And, yes, I can speak to that power of accountability.

00:32:13.480 –> 00:32:18.620
ROBONZO: I met this woman at, actually, I didn’t, I don’t think I even met her.

00:32:18.640 –> 00:32:24.700
ROBONZO: I saw her speak at Podcast Movement, and she’s got this cool concept I was interested in.

00:32:25.620 –> 00:32:34.160
ROBONZO: So I emailed her or messaged her on Instagram to ask about getting the resources for that.

00:32:34.180 –> 00:32:35.140
ROBONZO: So she sent them to me.

00:32:35.160 –> 00:32:40.620
ROBONZO: And then immediately right after, like, you know, days, and then in the weeks after, she’s like, how’s it going?

00:32:40.680 –> 00:32:41.480
ROBONZO: Do you have any questions?

00:32:41.580 –> 00:32:42.460
ROBONZO: Did you get started?

00:32:42.480 –> 00:32:46.560
ROBONZO: And she finally says, I’m going to be your Instagram accountability buddy.

00:32:47.100 –> 00:32:48.480
ROBONZO: And, you know, it mattered a lot.

00:32:48.600 –> 00:32:49.720
ROBONZO: It mattered a lot, actually.

00:32:49.740 –> 00:32:54.300
ROBONZO: You know, I got, I drafted, I was drafting a sponsorship slide deck.

00:32:54.320 –> 00:32:56.740
ROBONZO: That’s what I was so interested in doing.

00:32:56.920 –> 00:33:00.840
ROBONZO: And I kept thinking in the back of my head, she’s kind of trolling me on Instagram.

00:33:00.860 –> 00:33:01.680
ROBONZO: So I need to do this.

00:33:01.740 –> 00:33:03.340
ROBONZO: I don’t disappoint her.

00:33:05.580 –> 00:33:18.740
LYNZ CRICHTON: Oh, do you know, though, there’s something to be said for nowadays, especially since the pandemic, but I think we were all doing it before the pandemic as well, where we have so much information coming at us all the time.

00:33:19.220 –> 00:33:25.340
LYNZ CRICHTON: As creative people, musicians or non musicians, whatever, we are supposed to be content creators.

00:33:25.880 –> 00:33:34.200
LYNZ CRICHTON: But if we feel like we’re not creating the content because we’re constantly consuming content or information or whatever, that’s a barrier.

00:33:34.420 –> 00:33:38.380
LYNZ CRICHTON: So, you know, our lives are so busy that sometimes, again, I bring it back to the goals.

00:33:38.500 –> 00:33:39.680
LYNZ CRICHTON: What is your goal?

00:33:39.700 –> 00:33:40.600
LYNZ CRICHTON: What do you want to do?

00:33:40.620 –> 00:33:43.680
LYNZ CRICHTON: And I would say it should be one thing.

00:33:44.760 –> 00:33:47.160
LYNZ CRICHTON: Right now, it should be one thing.

00:33:48.580 –> 00:33:49.200
LYNZ CRICHTON: That’s it.

00:33:49.820 –> 00:33:51.040
LYNZ CRICHTON: Just do the one thing.

00:33:51.280 –> 00:33:53.180
LYNZ CRICHTON: Then when you’ve done the one thing, you can go on to the next thing.

00:33:53.200 –> 00:34:00.320
LYNZ CRICHTON: But don’t make a to-do list that is like from here to Christmas and then be disappointed at Christmas when you didn’t do them all.

00:34:00.620 –> 00:34:01.860
LYNZ CRICHTON: Like one thing.

00:34:02.540 –> 00:34:02.840
ROBONZO: Yeah.

00:34:02.940 –> 00:34:07.500
LYNZ CRICHTON: So if your one thing is Instagram right now, do the one thing, Roberto.

00:34:08.260 –> 00:34:09.220
ROBONZO: Yes, indeed.

00:34:09.320 –> 00:34:10.200
ROBONZO: That is good advice.

00:34:10.320 –> 00:34:14.700
ROBONZO: So what are you working on for the program right now?

00:34:14.720 –> 00:34:15.900
ROBONZO: Or what are you thinking ahead?

00:34:17.040 –> 00:34:19.300
ROBONZO: Maybe you’re not in that space right at this moment.

00:34:19.320 –> 00:34:21.740
ROBONZO: But what are you thinking about for the program in the future?

00:34:22.720 –> 00:34:25.660
LYNZ CRICHTON: Do you know, I actually haven’t thought about that yet.

00:34:25.680 –> 00:34:34.360
LYNZ CRICHTON: I think the program, the kind of finalization of this most recent iteration is quite recent.

00:34:34.380 –> 00:34:35.480
LYNZ CRICHTON: We just had the summer.

00:34:35.520 –> 00:34:38.160
LYNZ CRICHTON: So I think it was going into autumn now.

00:34:38.820 –> 00:34:44.600
LYNZ CRICHTON: I just want to at the moment make sure that all the students who are in there are getting good information.

00:34:45.240 –> 00:34:46.700
LYNZ CRICHTON: They are implementing that.

00:34:46.700 –> 00:34:49.780
LYNZ CRICHTON: If they’re stuck, they’ve got someone who can help.

00:34:50.460 –> 00:34:57.220
LYNZ CRICHTON: I do have a couple of ideas, but I don’t really want to go down necessarily like a purely.

00:34:57.240 –> 00:35:06.240
LYNZ CRICHTON: I was going to I was going to say Instagram as an example, like a rabbit hole on another platform, because again, there’s already enough information inside the program as there is.

00:35:06.320 –> 00:35:09.900
LYNZ CRICHTON: And people can say to me, where do I start?

00:35:09.920 –> 00:35:10.820
LYNZ CRICHTON: What do I do first?

00:35:11.760 –> 00:35:21.380
LYNZ CRICHTON: So I think just getting people to implement what we’ve already got in there and yeah, getting some more lovely students to come in.

00:35:21.940 –> 00:35:22.240
ROBONZO: Yeah.

00:35:22.720 –> 00:35:28.540
ROBONZO: You know what I loved about the you haven’t gone down any social media rabbit holes, which is great.

00:35:28.560 –> 00:35:29.560
ROBONZO: I think that’s really smart.

00:35:31.640 –> 00:35:43.740
ROBONZO: But you do this, and I remember one instance very well, you mentioned that you’ve done an Instagram reel to the Q&A group, the Fortnightly hive mind.

00:35:44.440 –> 00:35:49.980
ROBONZO: And you mentioned what happened at the engagement was really such a great surprise.

00:35:51.860 –> 00:35:52.920
ROBONZO: And that was sort of it.

00:35:53.500 –> 00:35:55.900
ROBONZO: And so you gave us something to just go check out.

00:35:55.920 –> 00:35:57.500
ROBONZO: You encouraged us to go try one.

00:35:57.640 –> 00:35:58.460
ROBONZO: And that was cool.

00:35:58.480 –> 00:36:00.920
ROBONZO: And we didn’t have to go down the Instagram rabbit hole.

00:36:00.940 –> 00:36:03.520
ROBONZO: But you’re like, hey, I wanted to share this thing that happened with you guys.

00:36:04.420 –> 00:36:07.360
ROBONZO: And, you know, try it out if you if you’re on there.

00:36:07.460 –> 00:36:08.080
ROBONZO: And that was good.

00:36:08.560 –> 00:36:09.060
ROBONZO: That was good.

00:36:10.120 –> 00:36:11.140
LYNZ CRICHTON: That’s awesome.

00:36:11.240 –> 00:36:12.360
LYNZ CRICHTON: Yeah, I’m really glad.

00:36:12.380 –> 00:36:17.700
LYNZ CRICHTON: It is something that I have been investigating in the recent weeks and months myself.

00:36:18.060 –> 00:36:26.980
LYNZ CRICHTON: But there are so many people like whenever I go on to Instagram at the moment, it is I don’t know whether it’s just my feed being curated that way because of what I’ve been consuming.

00:36:27.840 –> 00:36:39.540
LYNZ CRICHTON: But they’re just there’s so many people on there who are either doing courses or reels of kind of information on how to get your reels shown more, how to grow your Instagram.

00:36:39.560 –> 00:36:46.880
LYNZ CRICHTON: And I just think when I see stuff like that, I think I call it like a red sea.

00:36:47.020 –> 00:36:48.860
LYNZ CRICHTON: There are too many people swimming in that sea.

00:36:48.880 –> 00:36:49.860
LYNZ CRICHTON: There’s too much going on.

00:36:50.060 –> 00:36:55.340
LYNZ CRICHTON: And it will for you as a musician or a content creator that will make it even harder for you to cut through the noise.

00:36:55.880 –> 00:37:19.320
LYNZ CRICHTON: I’ve shown you over here, like on the Twitter, for example, there’s a way in which not only you can kind of grow your audience with potential super fans, people who are going to love your music, but there are radio DJs on there, there are bloggers, there are podcasters, there are all sorts of venue promoters, all sorts of different pockets of people that you can get.

00:37:19.340 –> 00:37:29.380
LYNZ CRICHTON: There are on Instagram as well, but one thing, I bring it back to the one thing, if you try and spread yourself too thin and do too much, you won’t get anything done.

00:37:30.580 –> 00:37:38.980
ROBONZO: Is there anything that you’re crazy excited about right now that is just outside the perimeter of the course musically, personally?

00:37:39.660 –> 00:37:43.940
LYNZ CRICHTON: Me releasing some of my own music because I feel like I haven’t done it for ages.

00:37:44.300 –> 00:37:47.840
LYNZ CRICHTON: My poor patrons are like, when are you giving us this music?

00:37:49.160 –> 00:37:53.080
LYNZ CRICHTON: So in 2020, I wrote a new song every week.

00:37:53.240 –> 00:37:55.120
LYNZ CRICHTON: This was before I’d even created the course.

00:37:55.880 –> 00:38:00.160
LYNZ CRICHTON: Obviously not realizing that a pandemic was just about to hit us all globally.

00:38:00.840 –> 00:38:05.840
LYNZ CRICHTON: But I still carried on and regardless, I was even homeschooling my two kids at home.

00:38:05.860 –> 00:38:09.740
LYNZ CRICHTON: And I was like, I am still going to write a song a week, which I did.

00:38:09.760 –> 00:38:10.760
LYNZ CRICHTON: I got to the end of 2020.

00:38:10.780 –> 00:38:12.080
LYNZ CRICHTON: I was 52.

00:38:12.100 –> 00:38:14.300
LYNZ CRICHTON: In fact, I think it was 54 songs in there.

00:38:14.780 –> 00:38:19.760
LYNZ CRICHTON: And some of them are already produced because I produced my own music as well.

00:38:20.020 –> 00:38:21.400
LYNZ CRICHTON: Some of them are not produced.

00:38:21.440 –> 00:38:26.740
LYNZ CRICHTON: You know, I don’t want them to die on the graveyard of hard drive of my music.

00:38:26.760 –> 00:38:36.400
LYNZ CRICHTON: So just outside the course, that’s what I want to do and kind of get back into like music creative mode as well myself because I am an independent musician myself.

00:38:36.420 –> 00:38:38.160
LYNZ CRICHTON: I didn’t just create a course and that’s that.

00:38:38.340 –> 00:38:40.180
LYNZ CRICHTON: I want to walk the walk as well.

00:38:40.180 –> 00:38:44.860
LYNZ CRICHTON: So I’m really, that is genuinely what I’m very excited about.

00:38:44.880 –> 00:38:51.860
ROBONZO: Are you intimidated by the challenge of managing the program the way you are and trying to get some of your music out?

00:38:51.880 –> 00:38:56.200
ROBONZO: And if so, are you thinking about ways to, I guess, mitigate the challenges or get through them?

00:38:57.080 –> 00:38:57.500
LYNZ CRICHTON: Yeah.

00:38:57.520 –> 00:38:58.520
LYNZ CRICHTON: I mean, I’ll be honest.

00:38:58.980 –> 00:39:05.800
LYNZ CRICHTON: That is one thing that I just need to kind of organize myself better.

00:39:05.820 –> 00:39:07.720
LYNZ CRICHTON: I mean, I call it a champagne problem.

00:39:08.080 –> 00:39:12.940
LYNZ CRICHTON: The reason why this is so difficult for me right now is because I’m having custom songs come across my desk.

00:39:12.960 –> 00:39:14.740
LYNZ CRICHTON: I’m having remote session work come across my desk.

00:39:14.760 –> 00:39:16.640
LYNZ CRICHTON: I’m having sync license stuff coming through my desk.

00:39:16.660 –> 00:39:19.580
LYNZ CRICHTON: So, you know, what a lovely problem to have.

00:39:20.140 –> 00:39:27.220
LYNZ CRICHTON: But with, you know, juggling that with the course and with my own music as well, just releasing that for my own tribe.

00:39:27.780 –> 00:39:30.940
LYNZ CRICHTON: Yes, there are quite a few plates that I’m keeping up right now, but it’s all right.

00:39:31.220 –> 00:39:31.660
LYNZ CRICHTON: It’s good.

00:39:32.680 –> 00:39:33.020
ROBONZO: Nice.

00:39:33.520 –> 00:39:50.960
ROBONZO: And once I guess one last question out of curiosity, the the ongoing life trajectory of the program, are you taking our students trickling in or are you taking them and marketing them in batch or bringing them in in batches?

00:39:52.360 –> 00:39:52.680
LYNZ CRICHTON: No.

00:39:52.700 –> 00:39:58.420
LYNZ CRICHTON: So the first two iterations of the course, I taught it live to groups.

00:39:59.320 –> 00:40:04.600
LYNZ CRICHTON: So they were kind of live launches with groups of people.

00:40:04.620 –> 00:40:07.080
LYNZ CRICHTON: But now it’s in an evergreen version.

00:40:07.100 –> 00:40:09.540
LYNZ CRICHTON: So the course is there as and when people are ready.

00:40:10.380 –> 00:40:16.960
LYNZ CRICHTON: And so I guess, yeah, they’re kind of coming in as and when they find out about it and so on and so forth.

00:40:16.980 –> 00:40:17.520
LYNZ CRICHTON: I’m ready.

00:40:17.740 –> 00:40:18.860
LYNZ CRICHTON: If you’re ready, I’m ready.

00:40:18.880 –> 00:40:20.120
LYNZ CRICHTON: So come on in.

00:40:20.640 –> 00:40:23.940
LYNZ CRICHTON: But yeah, I don’t do kind of big live launches and then close the doors.

00:40:23.960 –> 00:40:28.140
LYNZ CRICHTON: I know some people do run their courses like that, but for me, there’s no need for me to do that right now.

00:40:28.160 –> 00:40:30.100
LYNZ CRICHTON: So at the moment, it’s open.

00:40:30.740 –> 00:40:37.960
ROBONZO: What is the best place for curious musicians to find out about the course?

00:40:39.400 –> 00:40:50.700
LYNZ CRICHTON: I think the best thing to do, the thing that I’m saying to people now is if you feel like you are stuck and anything that we’ve discussed today sounds interesting and you want to learn more about it, jump on a call with me.

00:40:50.740 –> 00:40:53.840
LYNZ CRICHTON: It’s not like a heavy sales call.

00:40:53.860 –> 00:40:54.480
LYNZ CRICHTON: I don’t do that.

00:40:54.500 –> 00:40:59.220
LYNZ CRICHTON: I want to find out where people are stuck and if I can help you and then we can have a chat about that.

00:40:59.700 –> 00:41:02.880
LYNZ CRICHTON: So there should be a link.

00:41:03.000 –> 00:41:05.000
LYNZ CRICHTON: I don’t know if it’s going to go in the show notes.

00:41:05.000 –> 00:41:05.780
ROBONZO: They sure will.

00:41:05.800 –> 00:41:07.520
ROBONZO: But what if they’re like, I don’t want to go to his show notes.

00:41:07.540 –> 00:41:08.400
ROBONZO: I want to go direct.

00:41:08.580 –> 00:41:09.300
ROBONZO: Where do they find you?

00:41:09.300 –> 00:41:10.300
LYNZ CRICHTON: Okay.

00:41:10.360 –> 00:41:13.200
LYNZ CRICHTON: So the best thing to do is to go to lynzcrichton.com.

00:41:15.660 –> 00:41:20.760
LYNZ CRICHTON: There is in the store, on my website, there is a tab about the Music Marketing Method.

00:41:20.980 –> 00:41:24.180
LYNZ CRICHTON: You can’t kind of join directly from there.

00:41:24.200 –> 00:41:28.540
LYNZ CRICHTON: You still need to either just email me or my Calendly link.

00:41:28.560 –> 00:41:32.140
LYNZ CRICHTON: My kind of open diary where you can book a call with me is on there as well.

00:41:32.160 –> 00:41:34.400
LYNZ CRICHTON: So just get in touch and I can help you out.

00:41:34.420 –> 00:41:40.260
LYNZ CRICHTON: But it’s easy for people to go to lynzcrichton.com and they can contact me from there.

00:41:40.480 –> 00:41:40.820
ROBONZO: Cool.

00:41:40.840 –> 00:41:45.380
ROBONZO: And that will be in the show notes and we’ll have other info about the course there.

00:41:45.960 –> 00:41:52.980
ROBONZO: Did I leave anything out that we should have talked about that was important for people to know about the course or anything or did we cover it?

00:41:53.160 –> 00:41:54.200
LYNZ CRICHTON: I don’t think you did.

00:41:54.220 –> 00:41:57.240
LYNZ CRICHTON: I think you covered all bases and that was magnificent.

00:41:57.980 –> 00:41:58.620
ROBONZO: Well, thank you.

00:41:59.020 –> 00:42:04.960
ROBONZO: Well, if there is anything that we forgot, you let me know and we’ll make it available in some other form to listeners and my community.

00:42:08.520 –> 00:42:15.720
ROBONZO: And I’m really happy to see your face today and I’m really I love being in the in the program.

00:42:16.660 –> 00:42:18.020
ROBONZO: I love the people I’ve met there.

00:42:18.040 –> 00:42:22.060
ROBONZO: I’m very happy to be under your tutelage.

00:42:25.760 –> 00:42:27.180
LYNZ CRICHTON: Thank you so much, Roberto.

00:42:27.200 –> 00:42:29.440
LYNZ CRICHTON: And thanks for having me on your lovely podcast as well.

00:42:29.460 –> 00:42:31.820
LYNZ CRICHTON: I mean, three times is a charm as well.

00:42:32.240 –> 00:42:33.840
ROBONZO: Yeah, you’re in a club for sure.

00:42:33.860 –> 00:42:36.160
ROBONZO: Thanks, Lynz.

00:42:37.480 –> 00:42:40.980
ROBONZO: I recently asked over 50 podcasters the following question.

00:42:41.340 –> 00:42:44.480
ROBONZO: What’s the number one reason that the startup of your podcast was delayed?

00:42:45.000 –> 00:42:50.080
ROBONZO: Among the most common themes in their responses were fear, procrastination and tech.

00:42:50.560 –> 00:42:52.560
ROBONZO: What if I told you it doesn’t have to be so hard?

00:42:52.760 –> 00:42:56.980
ROBONZO: What if I gave you the confidence and tools you needed to start your podcast today?

00:42:57.700 –> 00:43:09.440
ROBONZO: If you want to share expertise, dig deep into a special interest, help others, get more people to visit your blog, expand your personal brand, grow your network, then podcasting might be for you.

00:43:09.440 –> 00:43:10.940
ROBONZO: And this course might be for you.

00:43:11.000 –> 00:43:18.780
ROBONZO: Podcast Startup Covers Tech, which includes gear and software, hosting, editing, format options, marketing and more.

00:43:19.080 –> 00:43:29.020
ROBONZO: To learn more about this course created by yours truly and The Unstarving Musician, just go to unstarvingmusician.com forward slash podcast startup.

00:43:29.400 –> 00:43:37.340
ROBONZO: This episode was powered by Bandzoogle, the platform for musicians and bands to build their website and manage direct to fan marketing and sales.

00:43:37.700 –> 00:43:47.680
ROBONZO: Bandzoogle features powerful design options, a commission free store to sell music, merch and tickets, detailed fan data, integrations with social networks and more.

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ROBONZO: Plans start at just $8.29 a month, which includes a free custom domain name.

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ROBONZO: Try it at bandzoogle.com and use the promo code Robonzo, R-O-B-O-N-Z-O to get 15% off your first year.

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ROBONZO: That’s bandzoogle.com promo code Robonzo.

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ROBONZO: This episode is also powered by ConvertKit.

00:44:07.980 –> 00:44:11.920
ROBONZO: Remember the old days of collecting email addresses at the merch table with a notebook and pen?

00:44:12.280 –> 00:44:18.660
ROBONZO: Now that notebook has gone digital, so you can promote your music everywhere and keep fans both old and new in the know.

00:44:19.000 –> 00:44:20.360
ROBONZO: And you can do it with ConvertKit.

00:44:20.680 –> 00:44:30.460
ROBONZO: Use landing pages designed for musicians to create an easy way to promote your next album, embed your music videos and link out to social platforms and places to download music.

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ROBONZO: Don’t rent your audience.

00:44:32.100 –> 00:44:33.580
ROBONZO: Own it with an email list.

00:44:33.880 –> 00:44:40.220
ROBONZO: Visit unstarvingmusician.com forward slash convert to create your free account today.

00:44:40.620 –> 00:44:42.680
ROBONZO: You’ll be supporting the podcast in the process.

00:44:43.060 –> 00:44:52.780
ROBONZO: Did you know you can help other independent artists find this podcast by subscribing on Apple Podcasts or wherever you are listening to your podcast these days?

00:44:52.800 –> 00:44:53.480
ROBONZO: It really does help.

00:44:53.500 –> 00:44:54.940
ROBONZO: So I hope you will consider it.

00:44:56.080 –> 00:45:01.620
ROBONZO: The Unstarving Musician podcast is made possible through the support and generosity of listeners like you.

00:45:02.000 –> 00:45:10.680
ROBONZO: One of the easiest ways to support the podcast if you’re a musician is to join the Unstarving Musician community, which you can do at, you guessed it, unstarvingmusician.com.

00:45:11.060 –> 00:45:23.600
ROBONZO: In joining the community, you get tips and insights you can use in your music journey that comes not only from me and my years of experience, but also from the hundreds of other musicians that I speak to as part of the Unstarving Musician project and podcast.

00:45:23.740 –> 00:45:29.440
ROBONZO: Plus, you’ll get a free copy of My Unstarving Musician’s Guide to Getting Paid Gigs eBook, the official version.

00:45:29.600 –> 00:45:31.880
ROBONZO: And that’s all for free just for being part of the community.

00:45:32.540 –> 00:45:42.900
ROBONZO: You can learn about other ways of offering support by visiting the Unstarving Musician crowd sponsor page at unstarvingmusician.com forward slash crowd sponsor.

00:45:44.040 –> 00:45:49.940
ROBONZO: And if you have feedback, please go to unstarvingmusician.com to get all my contact info.

00:45:49.960 –> 00:45:53.960
ROBONZO: You can text me, call me, email me, leave a voice message right there on that page.

00:45:53.980 –> 00:45:57.080
ROBONZO: Just go down to the bottom of the page and you’ll find everything you need to know.

00:45:57.100 –> 00:46:01.320
ROBONZO: I really would love to hear any of your comments, suggestions, questions, whatever you’ve got.

00:46:01.880 –> 00:46:08.560
ROBONZO: And you can find links to just about everything talked about in this episode at unstarvingmusician.com forward slash podcast.

00:46:08.580 –> 00:46:09.620
ROBONZO: All right, I’m piecing out.

00:46:09.940 –> 00:46:15.360
ROBONZO: Thank you for listening and sharing with your musician friends and fellow indie music fans.

00:46:15.740 –> 00:46:18.100
ROBONZO: Peace, gratitude and a whole lot of love.