Most independent artists release their albums everywhere immediately—Spotify, Apple Music, every streaming platform. But what if that’s backwards?
Ezra Vancil sold his last album exclusively to his email list for an entire year before releasing it to streaming platforms. His new album? He’s using a hybrid approach: limited streaming presence while keeping the full album direct-only.
The math is stark. One direct sale at $10 nets you $8-10 after platform fees. To earn that same amount from streaming, you need 20,000-25,000 plays. If your average listener streams your 10-song album twice—that’s 20 streams per person—you need 1,000-1,250 listeners to equal one direct sale.
This episode breaks down the pre-streaming revenue model: how to capture direct sales from your email list first, then add streaming revenue second. You’ll learn the hybrid access strategy, pricing frameworks for digital and physical products, and the step-by-step implementation process for 3-month, 6-month, or 12-month pre-streaming windows.
Topics covered:
- Why streaming-first leaves money on the table from fans ready to pay directly
- The four-component framework: email list foundation, pre-release window, hybrid access, direct sales mechanism
- How Ezra’s monthly singles strategy creates discovery while protecting direct revenue
- The 8-step implementation process from email list foundation to streaming transition
- Pricing strategy for digital albums, physical products, and deluxe bundles
- When to transition from direct-only to full streaming availability
If you have an email list—even 100-200 engaged people—this strategy can generate significantly more revenue than releasing to streaming platforms first.
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