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ADVERTISEMENT: A Mochi Moment from Sadie, who writes, I’m not crying, you’re crying.

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ROBONZO: Welcome to another episode of The Unstarving Musician.

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ROBONZO: I’m Robonzo, this is my podcast and it features interviews with independent musicians, artists and creative professionals who share their experience and expertise on recording, touring, gigs, the creative process, marketing and more.

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ROBONZO: I also drop in solo episodes that focus on themes from my conversations, research and off-mic interviews.

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ROBONZO: It’s the podcast intended to help independent creatives better understand the marketing, business and creative processes that empower us to do more of what we love, create work that matters.

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ROBONZO: How are you?

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ROBONZO: Are you holding it together?

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ROBONZO: Crazy times, right?

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ROBONZO: Especially if you live in the United States of America.

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ROBONZO: Well, there’s crazy times elsewhere too.

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ROBONZO: I don’t like it.

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ROBONZO: I don’t like it one bit.

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ROBONZO: I hope you’re safe.

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ROBONZO: I hope your friends, neighbors are safe.

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ROBONZO: If you’re up for an uplifting conversation, I recently listened to an episode of Wired Magazine’s podcast Uncanny Valley.

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ROBONZO: And this one is part of a series they call The Big Interview.

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ROBONZO: And the guest was Reid Hoffman, LinkedIn co-founder and frequent Trump target.

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ROBONZO: Great interview and yeah, somewhat uplifting.

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ROBONZO: I recommend it if you feel like you need it.

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ROBONZO: I got a gig tonight actually, as I’m recording this in Queretaro, Mexico at Moser Cafe Couture with my band Robonzo, where in which I sing upfront front man.

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ROBONZO: Playing with a great bunch of local guys.

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ROBONZO: I love them.

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ROBONZO: They’re a lot of fun, very supportive group.

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ROBONZO: Hey, if you’ve never visited the Unstarving Musician store, you should.

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ROBONZO: I recently introduced the first in a series of Spartacups.

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ROBONZO: They’re coffee mugs, tea mugs, mugs for drinking green smoothies, whatever.

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ROBONZO: You can put your booze in there if you want.

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ROBONZO: This one that I recently recreated immortalizes my beloved cat Spartacus, Rest In Peace.

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ROBONZO: I believe he was with us about 13 years.

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ROBONZO: He was a great cat, huge, but he was great.

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ROBONZO: And yeah, you can support the podcast and enjoy a beautiful picture of my pal Spartacus the cat.

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ROBONZO: We would appreciate it.

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ROBONZO: Spartacus probably would too.

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ROBONZO: On the music advocacy front, sound exchange advocacy recently sent me an email that stating that the Federal Communications Commission, the FCC is considering the elimination of the local radio ownership rule that limits the number of FM stations that one entity can own in a single geographic market.

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ROBONZO: This would allow big radio monopolies to own every single commercial FM station in your hometown, as if we haven’t had enough of that.

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ROBONZO: So they go on, they provided an advocacy letter to send to people that hopefully read them.

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ROBONZO: And listen, if you’re not a member of sound exchange, if you published music, you probably should be.

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ROBONZO: It’s free.

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ROBONZO: If you published music, you should be, not probably you should be.

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ROBONZO: It’s free, and you can find links in the show notes of this episode to learn more about sound exchange and perhaps dig around in there and help preserve local radio.

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ROBONZO: I’m not sure where the campaign is as of…

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ROBONZO: Actually, I’ll put a link to the campaign.

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ROBONZO: I’m not sure where it will stand as of the time you listen to this episode, but hey, you should join sound exchange regardless.

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ROBONZO: This is the kind of thing that they do.

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ROBONZO: All right, today’s topic, let’s get on to it.

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ROBONZO: What if you release your album, Musician, and didn’t put it on Spotify?

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ROBONZO: Not because you’re against streaming, not because you’re making some ideological stand, but because you have a better way to make money from your music and I suspect that if you are an author, a photographer, perhaps even a filmmaker, actually, I’m sure of that one, any other type of creator, these principles apply pretty well.

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ROBONZO: You just can replace Spotify with whatever platform and check this out, listen on.

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ROBONZO: A few weeks back, I talked with Ezra Vancil.

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ROBONZO: He’s a repeat offender on the podcast, meaning he’s been on here several times.

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ROBONZO: He’s based in Texas, where I’m actually from, but that’s not how I know him.

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ROBONZO: I just found him online.

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ROBONZO: He’s a great, great musician and songwriter, but I talked with him about his approach to releasing music.

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ROBONZO: Ezra’s last album sold exclusively to his email list for an entire year before it ever hit streaming platforms.

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ROBONZO: Not as an experiment, as a deliberate revenue strategy.

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ROBONZO: Now, I’m not advocating if you care nothing about streaming and you’re doing fine.

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ROBONZO: I’m not advocating you do it.

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ROBONZO: I have some great friends, including my good pal, Linz Crichton, who heads up a thing called Music Marketing Method, which you can find out more through The Unstarving Musician.

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ROBONZO: But she doesn’t put any of her stuff on streaming and she doesn’t really advocate it.

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ROBONZO: But okay, hear me out.

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ROBONZO: If you do, if that’s something you really want to do, this is a great conversation for you.

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ROBONZO: And regardless, whether you’re on streaming, I think you should listen to this.

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ROBONZO: There’s some great stuff here.

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ROBONZO: So now with his new album, Ezra’s new album, Morning and Midnight, he’s doing something even more interesting.

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ROBONZO: It’s a hybrid model.

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ROBONZO: Limited streaming access combined with direct sales.

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ROBONZO: The goal is to maximize revenue while still building genuine relationships with people who actually care about his music.

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ROBONZO: Today we’re breaking down this pre-streaming revenue strategy.

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ROBONZO: By the end of this episode, you’ll understand why holding your music back from streaming might generate more income, how to structure a pre-streaming release, and how to decide if this approach makes sense for your situation.

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ROBONZO: Because, here’s the thing, most artists don’t calculate streaming pays you pennies.

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ROBONZO: Your email list, the people who’ve actively told you they want to hear from you, those people will pay you $10, $20, $50 or more.

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ROBONZO: The math isn’t even close.

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ROBONZO: So let’s talk about how to do this.

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ROBONZO: Here’s a problem, the problem.

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ROBONZO: Many independent artists follow the same playbook.

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ROBONZO: Finish your album, drip it out, a single at a time, get it distributed everywhere, hope the algorithms pick it up, watch pennies trickle in from streaming platforms.

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ROBONZO: It’s what we’ve been told to do, many of us.

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ROBONZO: Be everywhere.

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ROBONZO: Make it easy for people to find you.

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ROBONZO: Get on every platform possible.

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ROBONZO: But let’s run the actual numbers for a second.

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ROBONZO: Spotify pays approximately 0.003 to 0.004 cents per stream.

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ROBONZO: Let’s be generous and call it 0.004.

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ROBONZO: That means you need 250 streams to make a dollar.

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ROBONZO: For a 10-song album, someone needs to play through your entire album 25 times to generate a dollar in revenue.

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ROBONZO: Now compare that to selling the album directly, the same album.

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ROBONZO: If you’re selling at shows or through your own website with direct payment processing, you set the price at $10, which is lower than most albums cost, and you make $10 immediately from one person, one transaction.

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ROBONZO: If you’re using Bandcamp, which many independent artists do, you’d price it at $12 and keep around $10 after Bandcamp’s 15% fee and payment processing.

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ROBONZO: Same net revenue, just adjusted for platform costs.

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ROBONZO: Either way, you’re making $10 per sale.

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ROBONZO: To generate the same $10 from streaming, you need 2,500 streams.

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ROBONZO: If your average listener plays through your album twice, which is generous, you need 1,250 listeners to equal that one direct buyer, what that one direct buyer gave you.

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ROBONZO: Those aren’t equivalent audiences, they’re not even close.

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ROBONZO: But the standard advice is still, release everywhere, maximize your reach.

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ROBONZO: And I get it, there’s a logic to that.

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ROBONZO: Streaming creates discovery, playlists can expose you to new listeners.

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ROBONZO: The more places your music exists, the more chances people have to find it.

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ROBONZO: Except when you’re an independent artist with a small to modest following, that logic breaks down.

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ROBONZO: Because you already have people who want to hear your music, they’re on your email list.

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ROBONZO: They become your shows.

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ROBONZO: They come to your shows.

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ROBONZO: They’ve bought your stuff before.

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ROBONZO: These are the people who will actually pay you real money for your album.

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ROBONZO: Not streaming money, but buying a thing money.

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ROBONZO: And if you release everywhere immediately, you’re training those people, your actual fans, to stream your album instead of buying it.

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ROBONZO: You’re converting buyers into streamers right away.

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ROBONZO: You’re trading dollars for pennies.

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ROBONZO: Ezra figured this out with his previous album.

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ROBONZO: He kept it off streaming platforms for a year.

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ROBONZO: During that year, people who wanted to hear it had one option.

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ROBONZO: Buy it from him, email list sales, direct transactions, real money.

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ROBONZO: Then after a year, once he’d captured that direct revenue, he put it on streaming platforms for discovery and ongoing residual income.

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ROBONZO: It’s not that streaming is bad.

00:10:55.320 –> 00:10:59.900
ROBONZO: It’s that streaming first leaves money on the table.

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ROBONZO: Money from people who are ready to pay you directly.

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ROBONZO: Now Ezra’s approach with his new album is more nuanced.

00:11:06.640 –> 00:11:09.180
ROBONZO: He’s not doing a complete blackout.

00:11:09.180 –> 00:11:13.920
ROBONZO: He’s releasing some streaming while keeping the full album in limited release for a long time.

00:11:13.920 –> 00:11:16.360
ROBONZO: That’s direct to fan revenue.

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ROBONZO: This hybrid model acknowledges something important.

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ROBONZO: Streaming serves a purpose.

00:11:21.880 –> 00:11:23.780
ROBONZO: It keeps you in the algorithm.

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ROBONZO: It gives casual listeners a way to check you out.

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ROBONZO: It provides background income once the individual sales period is over.

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ROBONZO: But, for most indie musicians, it’s not the best primary revenue strategy.

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ROBONZO: It’s the secondary strategy, activated after you’ve captured direct sales from the audience that actually matters, the people who already care about your work.

00:11:46.380 –> 00:11:49.000
ROBONZO: Many new indie artists get this backwards.

00:11:49.000 –> 00:11:53.520
ROBONZO: They optimize for reach instead of optimizing for revenue from their existing audience.

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ROBONZO: They assume more exposure equals more income.

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ROBONZO: When the reality is, your email list will give you more money per person than 1,000 casual Spotify listeners combined.

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ROBONZO: The question isn’t whether streaming should be part of your strategy.

00:12:07.880 –> 00:12:12.720
ROBONZO: The question is whether it should be your first move or your second move.

00:12:12.720 –> 00:12:14.520
ROBONZO: So how does this actually work?

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ROBONZO: Let’s break down the pre-streaming revenue strategy into its key components.

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ROBONZO: Component 1, email list foundation.

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ROBONZO: Before you can sell directly, you need people to sell too.

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ROBONZO: That’s your email list, not your social media followers, not your streaming listeners, your email list, the people who gave you permission to contact them directly.

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ROBONZO: This is the owned asset we talk about in the newsletter first model here at the podcast, and with many musicians on the podcast.

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ROBONZO: Social media platforms can change algorithms or disappear.

00:12:48.660 –> 00:12:52.960
ROBONZO: Streaming services can alter payout structures, but your email list, that’s yours.

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ROBONZO: Those are people who opted in specifically to hear from you.

00:12:56.420 –> 00:13:01.380
ROBONZO: If you don’t have an email list, building one becomes your priority before your next release.

00:13:01.380 –> 00:13:16.600
ROBONZO: Collect emails at shows, add a sign up form to your website, offer something valuable in exchange, a free song, behind the scenes content, early access to news, give people a reason to join, then give them reasons to stay.

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ROBONZO: And a plug for KIT, which was formerly called ConvertKit, I’ve been using them for around 10 years.

00:13:23.840 –> 00:13:29.240
ROBONZO: They now have this thing called the Creator Network, which helped me grow my list significantly.

00:13:29.240 –> 00:13:31.140
ROBONZO: So I can recommend KIT for you.

00:13:31.140 –> 00:13:38.380
ROBONZO: If you go to unstarvingmusician.com/convert, you can get a free trial account using my affiliate link.

00:13:38.380 –> 00:13:48.240
ROBONZO: If you decide to sign up for a paid plan someday, they’ll pay me a small commission, which helps me keep the lights on, so to speak, and costs you nothing extra.

00:13:48.240 –> 00:13:49.820
ROBONZO: And I appreciate it.

00:13:49.820 –> 00:13:54.560
ROBONZO: The size matters less than you think, talking about your email list size, of course.

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ROBONZO: Ezra’s strategy works with a modest list.

00:13:58.740 –> 00:14:01.020
ROBONZO: You don’t need thousands of subscribers.

00:14:01.020 –> 00:14:10.180
ROBONZO: You need engaged subscribers, people who open your emails, who’ve bought from you before, who come to shows, who care about what you’re doing.

00:14:11.460 –> 00:14:18.100
ROBONZO: Those 200 engaged people are worth more than 2000 followers who scroll past your posts.

00:14:18.100 –> 00:14:22.020
ROBONZO: Okay, component two, the pre-release window.

00:14:22.020 –> 00:14:25.940
ROBONZO: This is the period where your music exists, but isn’t available everywhere.

00:14:25.940 –> 00:14:28.100
ROBONZO: You control access completely.

00:14:28.100 –> 00:14:34.800
ROBONZO: Ezra’s previous album, one year of email list only sales before streaming.

00:14:34.800 –> 00:14:42.060
ROBONZO: His current approach, limited streaming presence, two singles, while the full album remains direct purchase only.

00:14:42.060 –> 00:14:44.800
ROBONZO: The window you choose depends on several factors.

00:14:44.800 –> 00:14:48.280
ROBONZO: First, your audience size and engagement level.

00:14:48.280 –> 00:14:55.160
ROBONZO: Smaller, highly engaged list, you might sell strongly for three to six months before hitting saturation.

00:14:55.160 –> 00:15:00.760
ROBONZO: With a larger list that has moderate engagement, you might maintain sales for longer.

00:15:00.760 –> 00:15:03.800
ROBONZO: Second, your music’s shelf life.

00:15:03.800 –> 00:15:08.120
ROBONZO: If you’re creating topical content that loses relevance quickly, it’s a shorter window.

00:15:08.800 –> 00:15:13.380
ROBONZO: If you’re making more timeless music, a longer window works.

00:15:13.380 –> 00:15:15.140
ROBONZO: Third, your income needs.

00:15:15.140 –> 00:15:21.540
ROBONZO: If you need revenue immediately, focus the window on maximizing direct sales before opening to streaming.

00:15:21.540 –> 00:15:25.760
ROBONZO: If you can afford patience, longer windows allow you to capture more buyers.

00:15:27.620 –> 00:15:29.640
ROBONZO: There’s no universal rule.

00:15:29.640 –> 00:15:31.860
ROBONZO: Ezra’s one-year window worked for him.

00:15:31.860 –> 00:15:35.160
ROBONZO: Your window might be six months or nine months or 18 months.

00:15:35.160 –> 00:15:36.360
ROBONZO: The framework is what matters.

00:15:36.560 –> 00:15:39.880
ROBONZO: Capture direct revenue first, streaming revenue second.

00:15:39.880 –> 00:15:43.800
ROBONZO: Component 3, the hybrid access model.

00:15:43.800 –> 00:15:48.540
ROBONZO: This is what Ezra’s doing with his album Morning and Midnight, and it’s smart.

00:15:48.540 –> 00:15:54.240
ROBONZO: Limited songs on streaming platforms, the album available only through direct purchase.

00:15:54.240 –> 00:15:55.840
ROBONZO: Why does this work?

00:15:55.840 –> 00:15:58.840
ROBONZO: The streaming singles create discoverability.

00:15:58.840 –> 00:16:04.120
ROBONZO: New listeners can find you through playlists, radio, features, algorithm recommendations.

00:16:05.480 –> 00:16:10.640
ROBONZO: They hear two songs and think, this is good, I want more.

00:16:10.640 –> 00:16:11.620
ROBONZO: Did I say thank?

00:16:11.620 –> 00:16:12.740
ROBONZO: They think.

00:16:12.740 –> 00:16:14.560
ROBONZO: Hear two songs and think.

00:16:14.560 –> 00:16:20.200
ROBONZO: But when they go looking for more, they discover the only way to get the full album is to buy it from you directly.

00:16:20.200 –> 00:16:21.900
ROBONZO: You’ve created a funnel.

00:16:21.900 –> 00:16:25.480
ROBONZO: Streaming discovery leads to direct purchase.

00:16:25.480 –> 00:16:31.100
ROBONZO: This is different from the old model of release a single to radio, sell the album in stores.

00:16:31.100 –> 00:16:33.940
ROBONZO: This is streaming as marketing for direct sales.

00:16:34.500 –> 00:16:40.080
ROBONZO: The platform becomes the advertisement for your owned transaction.

00:16:40.080 –> 00:16:41.520
ROBONZO: You’re not rejecting streaming.

00:16:41.520 –> 00:16:43.220
ROBONZO: You’re repositioning it.

00:16:43.220 –> 00:16:44.640
ROBONZO: It’s not the product.

00:16:44.640 –> 00:16:46.720
ROBONZO: It’s the sample.

00:16:46.720 –> 00:16:49.820
ROBONZO: Component four, direct sales mechanism.

00:16:49.820 –> 00:16:52.860
ROBONZO: You need a simple, frictionless way for people to buy from you.

00:16:52.860 –> 00:16:56.020
ROBONZO: Bandcamp is the obvious choice for most independent artists.

00:16:56.020 –> 00:17:00.340
ROBONZO: Upload your album, set your price, add your email list to the announcement system.

00:17:00.340 –> 00:17:00.560
ROBONZO: Done.

00:17:02.220 –> 00:17:07.540
ROBONZO: Bandcamp takes a small percentage, but you keep the vast majority of each sale.

00:17:07.540 –> 00:17:11.820
ROBONZO: Alternatively, you can sell through your own website if you have an e-commerce setup.

00:17:11.820 –> 00:17:15.260
ROBONZO: Gumroad, WooCommerce, or Shopify works.

00:17:15.260 –> 00:17:17.380
ROBONZO: The tool matters less than the experience.

00:17:17.380 –> 00:17:22.780
ROBONZO: Make it easy to buy, deliver the music immediately, follow up with a thank you email.

00:17:22.780 –> 00:17:26.020
ROBONZO: Ezra mentioned his email list was the primary sales channel.

00:17:26.020 –> 00:17:26.940
ROBONZO: That is critical.

00:17:27.940 –> 00:17:33.620
ROBONZO: If your list doesn’t know the album exists and how to buy it, the strategy fails.

00:17:33.620 –> 00:17:40.520
ROBONZO: You’re not spamming them, you’re informing your audience about something they’ve explicitly told you they want to know about.

00:17:40.520 –> 00:17:49.580
ROBONZO: One email announcing the release, maybe a follow up a week later for people who missed the first one, then periodic mentions in your regular communication.

00:17:49.580 –> 00:17:53.520
ROBONZO: You’re not selling constantly, you’re reminding people the option exists.

00:17:54.860 –> 00:17:58.180
ROBONZO: Component five, the pricing strategy.

00:17:58.180 –> 00:18:01.280
ROBONZO: Here’s where most artists undersell themselves.

00:18:01.280 –> 00:18:06.540
ROBONZO: Your album is worth more than $7.99, it’s worth more than $9.99.

00:18:06.540 –> 00:18:11.980
ROBONZO: When someone buys directly from you, they’re not just buying the music, they’re supporting you as an artist.

00:18:11.980 –> 00:18:14.780
ROBONZO: They know this, they’re okay with it.

00:18:14.780 –> 00:18:19.700
ROBONZO: Actually, they prefer it to giving money to streaming platforms that barely pay you.

00:18:19.700 –> 00:18:23.160
ROBONZO: Ezra’s previous album, he sold at a premium compared to streaming.

00:18:23.500 –> 00:18:28.660
ROBONZO: The exact price point isn’t specified in our conversation, but the principle is clear.

00:18:28.660 –> 00:18:33.420
ROBONZO: Direct sales can demand higher prices because buyers understand the value exchange.

00:18:33.420 –> 00:18:35.780
ROBONZO: For your pricing, consider these ranges.

00:18:35.780 –> 00:18:38.380
ROBONZO: Digital album, $10-$12.

00:18:38.380 –> 00:18:43.560
ROBONZO: That’s your full revenue after platform fees with no manufacturing costs.

00:18:43.560 –> 00:18:46.720
ROBONZO: Physical CD, $15-$20.

00:18:46.720 –> 00:18:54.480
ROBONZO: Manufacturing runs about $1-$3 per unit for basic packages, $2-$4 with premium packaging, depending on quality.

00:18:54.480 –> 00:18:59.500
ROBONZO: After manufacturing and platform fees, you’re netting about $12-$17.

00:18:59.500 –> 00:19:02.380
ROBONZO: The price accounts for the tangible product value.

00:19:02.380 –> 00:19:05.320
ROBONZO: Vinyl, $25-$30.

00:19:05.320 –> 00:19:17.380
ROBONZO: Manufacturing costs are higher, $8-$15 per unit, depending on quantity and options like colored vinyl or gatefold packaging, so you net $10-$20 after all costs.

00:19:17.900 –> 00:19:23.320
ROBONZO: The premium price reflects both the format and manufacturing complexity.

00:19:23.320 –> 00:19:29.760
ROBONZO: Deluxe Packages, $30-$50 for physical plus digital plus extras.

00:19:29.760 –> 00:19:39.540
ROBONZO: A typical deluxe package might include vinyl plus digital download plus a bonus item like a poster, sticker pack, or lyric booklet.

00:19:39.540 –> 00:19:41.880
ROBONZO: Your production cost will run $15-$25.

00:19:43.820 –> 00:19:48.780
ROBONZO: The vinyl itself plus $2-$5 for extras and special packaging.

00:19:48.780 –> 00:19:54.320
ROBONZO: After platform fees, you’re netting around $20-$40 per package.

00:19:54.320 –> 00:20:01.260
ROBONZO: These higher margins reward fans who want the premium experience while supporting your music at a higher level.

00:20:01.260 –> 00:20:04.420
ROBONZO: When you’re selling directly to your email list, start with digital.

00:20:05.180 –> 00:20:10.200
ROBONZO: No manufacturing costs, no inventory risk, immediate revenue.

00:20:10.200 –> 00:20:16.880
ROBONZO: If digital sales are strong, then manufacture physical products as a premium option or for live shows.

00:20:16.880 –> 00:20:23.260
ROBONZO: This way, you’re not gambling on pressing 500 CDs before you know if anyone wants them.

00:20:23.260 –> 00:20:24.140
ROBONZO: Name your price models.

00:20:24.140 –> 00:20:25.280
ROBONZO: Work for some artists.

00:20:25.280 –> 00:20:28.340
ROBONZO: Minimum $10, pay what you want.

00:20:28.340 –> 00:20:35.740
ROBONZO: This occasionally nets you higher amounts from generous fans, but it also risks people paying less than your standard price.

00:20:35.740 –> 00:20:37.240
ROBONZO: Test different approaches.

00:20:37.240 –> 00:20:42.700
ROBONZO: Your first album release with this strategy might be fixed price to keep it simple.

00:20:42.700 –> 00:20:47.180
ROBONZO: Later releases could experiment with the name your price or tiered options.

00:20:47.180 –> 00:20:51.780
ROBONZO: The key insight here, don’t price like you’re competing with streaming.

00:20:51.780 –> 00:20:53.500
ROBONZO: You’re not competing with streaming.

00:20:53.500 –> 00:20:56.940
ROBONZO: You’re offering something different.

00:20:56.940 –> 00:21:04.820
ROBONZO: Direct support, immediate access, ownership of files, and that commands a different price point.

00:21:04.820 –> 00:21:08.580
ROBONZO: Component 6, the transition to streaming.

00:21:08.580 –> 00:21:10.640
ROBONZO: Eventually, you open the gates.

00:21:10.640 –> 00:21:15.360
ROBONZO: The direct sales period ends and the full album goes to streaming platforms.

00:21:15.360 –> 00:21:17.280
ROBONZO: When do you make this transition?

00:21:17.280 –> 00:21:20.060
ROBONZO: For Ezra’s previous album, it was one year.

00:21:20.060 –> 00:21:22.660
ROBONZO: For his current album, the timeline isn’t set.

00:21:22.660 –> 00:21:25.840
ROBONZO: He’s evaluating as he goes.

00:21:25.840 –> 00:21:28.500
ROBONZO: Signs that it’s time to transition.

00:21:28.500 –> 00:21:29.900
ROBONZO: Direct sales have plateaued.

00:21:30.500 –> 00:21:32.960
ROBONZO: You’re not getting new purchases anymore.

00:21:32.960 –> 00:21:35.360
ROBONZO: You’ve exhausted your email list.

00:21:35.360 –> 00:21:38.700
ROBONZO: Everyone who was going to buy has bought.

00:21:38.700 –> 00:21:46.420
ROBONZO: You want to shift focus to new music and need this album generating passive streaming income while you work on what’s next.

00:21:46.420 –> 00:21:52.080
ROBONZO: You’ve hit your revenue target from direct sales and you’re ready to activate the discovery benefits of streaming.

00:21:52.080 –> 00:21:54.940
ROBONZO: The transition doesn’t erase what you’ve done.

00:21:54.940 –> 00:21:58.280
ROBONZO: You’ve already captured significantly more revenue than you would have by streaming.

00:21:58.960 –> 00:22:03.180
ROBONZO: Now, you’re adding streaming income on top of the direct sales income.

00:22:03.180 –> 00:22:05.780
ROBONZO: Think of it as two separate revenue cycles.

00:22:05.780 –> 00:22:13.240
ROBONZO: Cycle one, direct sales to engaged audience, one to six months, one to 12 months, whatever your window is.

00:22:13.240 –> 00:22:18.920
ROBONZO: Cycle two, streaming residuals from broader discovery, ongoing after transition.

00:22:18.920 –> 00:22:24.640
ROBONZO: You’re not choosing between them, you’re sequencing them strategically to maximize total revenue.

00:22:24.640 –> 00:22:25.980
ROBONZO: All right, let’s talk implementation.

00:22:27.080 –> 00:22:30.960
ROBONZO: So, how do you actually execute this for your next release?

00:22:30.960 –> 00:22:34.000
ROBONZO: Step one, build or strengthen your email list.

00:22:34.000 –> 00:22:41.800
ROBONZO: If your next release is six months away, spend the next six months growing your email list, not your social media following your email list.

00:22:41.800 –> 00:22:51.520
ROBONZO: At every show, collect emails, put a QR code on a poster, use a sign up sheet at the merch table, verbal prompt from the stage.

00:22:51.520 –> 00:22:55.980
ROBONZO: If you want to hear this album first, join my email list, something like that.

00:22:55.980 –> 00:22:58.080
ROBONZO: Make it part of your show routine.

00:22:58.080 –> 00:23:03.760
ROBONZO: On social media, don’t say follow me, say join my email list for early access to new music.

00:23:03.760 –> 00:23:07.440
ROBONZO: Link in bio, link in posts, link in stories.

00:23:07.440 –> 00:23:11.600
ROBONZO: Drive people to the asset you actually own.

00:23:11.600 –> 00:23:17.960
ROBONZO: On your website, prominent email sign up form, not buried in the footer, there on the homepage.

00:23:17.960 –> 00:23:24.760
ROBONZO: Offer something immediate, like a free song, live recording, whatever gets them to opt in.

00:23:24.760 –> 00:23:31.060
ROBONZO: Your target beachhead, 100 to 200 engaged email subscribers, minimum for your first release.

00:23:31.060 –> 00:23:34.640
ROBONZO: That’s enough to generate meaningful direct sales.

00:23:34.640 –> 00:23:39.640
ROBONZO: More is better, but don’t delay your release because, you know, waiting for a huge list.

00:23:39.640 –> 00:23:42.140
ROBONZO: Start with people who actually care.

00:23:42.140 –> 00:23:46.620
ROBONZO: Step two, decide your pre-streaming window, three to six months out.

00:23:46.620 –> 00:23:48.600
ROBONZO: Based on your situation, pick your timeline.

00:23:48.600 –> 00:23:52.340
ROBONZO: A conservative approach is three to six months direct only, then streaming.

00:23:52.340 –> 00:23:57.220
ROBONZO: Moderate approach would be six to nine months direct only, then streaming.

00:23:57.220 –> 00:24:01.460
ROBONZO: Aggressive approach, 12 months direct only, then streaming.

00:24:01.460 –> 00:24:03.960
ROBONZO: Ezra went aggressive with his previous album.

00:24:03.980 –> 00:24:08.500
ROBONZO: He felt confident in his email lists engagement and wanted to maximize direct revenue.

00:24:08.500 –> 00:24:11.260
ROBONZO: That might not be your situation yet.

00:24:11.260 –> 00:24:17.300
ROBONZO: Note that Ezra also did member-only live video performances with conversations.

00:24:17.300 –> 00:24:22.280
ROBONZO: These were like private online shows and small group conversations about music and life.

00:24:22.280 –> 00:24:27.780
ROBONZO: We talk about this in episode 337, for which there will be a link in the show notes of this episode.

00:24:27.780 –> 00:24:32.520
ROBONZO: If this is your first time trying this strategy, start conservative, three months, see how it goes.

00:24:32.520 –> 00:24:36.260
ROBONZO: Next album, you can extend the window based on your results.

00:24:36.260 –> 00:24:40.480
ROBONZO: Write down your decision, put the streaming release date on your calendar.

00:24:40.480 –> 00:24:47.000
ROBONZO: This prevents you from second-guessing mid-strategy because you’re nervous about not being on Spotify.

00:24:47.000 –> 00:24:50.680
ROBONZO: Step three, choose your hybrid model if you’re using one.

00:24:50.680 –> 00:24:55.520
ROBONZO: Are you doing a full blackout, no streaming at all during direct sales period?

00:24:55.520 –> 00:24:58.640
ROBONZO: Or a hybrid model, limited streaming presence?

00:24:58.640 –> 00:25:06.780
ROBONZO: Hybrid pros are that it maintains discoverability, keeps you in the algorithm, creates funnel from streaming to direct sales.

00:25:06.780 –> 00:25:12.040
ROBONZO: Hybrid cons, some people might stream the two singles repeatedly instead of ever buying the album.

00:25:13.140 –> 00:25:17.760
ROBONZO: Full blackout pros, forces purchase decisions.

00:25:17.760 –> 00:25:21.300
ROBONZO: You maximize revenue capture from direct sales.

00:25:21.300 –> 00:25:27.360
ROBONZO: Full blackout cons, zero streaming discovery during the sales period and potentially slower growth.

00:25:27.360 –> 00:25:32.560
ROBONZO: For most independent artists trying this for the first time, I’d recommend the hybrid model.

00:25:32.560 –> 00:25:36.600
ROBONZO: Release one to two singles to streaming, keep the full album direct only.

00:25:36.600 –> 00:25:38.460
ROBONZO: This balances revenue capture with discovery.

00:25:39.120 –> 00:25:45.960
ROBONZO: If you have a strong email list engagement and you’re confident in your direct sales, full blackout is viable.

00:25:45.960 –> 00:25:47.440
ROBONZO: So test and learn.

00:25:47.440 –> 00:25:50.600
ROBONZO: In either case, you need an engaged email list.

00:25:50.600 –> 00:25:55.020
ROBONZO: Step four, set up a direct sales platform two to three months out.

00:25:55.020 –> 00:25:59.960
ROBONZO: A Bandcamp account is free to set up, takes about 15 minutes.

00:25:59.960 –> 00:26:04.960
ROBONZO: Upload your album, write your description, set your price, add album art, done.

00:26:04.960 –> 00:26:06.380
ROBONZO: Test the purchase flow yourself.

00:26:06.780 –> 00:26:08.020
ROBONZO: Buy your own album.

00:26:08.020 –> 00:26:12.780
ROBONZO: See what the customer experience looks like and fix anything that’s clunky.

00:26:12.780 –> 00:26:16.840
ROBONZO: Create the direct link you’ll use in emails like bandcamp.com/yourname/albumtitle.

00:26:20.640 –> 00:26:22.380
ROBONZO: And you can shorten it if needed.

00:26:22.960 –> 00:26:24.460
ROBONZO: Make it easy to share.

00:26:24.460 –> 00:26:28.040
ROBONZO: I recently used tiny URL for a client.

00:26:28.040 –> 00:26:41.960
ROBONZO: I think it was, well, it was definitely one of the first times I’ve used tiny URL, but I recently realized that Bitly often throws up an interstitial, their free account throws up an interstitial page, meaning like a bit.ly ad.

00:26:41.960 –> 00:26:44.920
ROBONZO: Tiny URL at the time of this recording does not do that.

00:26:44.920 –> 00:26:50.160
ROBONZO: But they both offer some pretty affordable plans if you want to go premium for things like tracking, which can be great.

00:26:50.160 –> 00:26:53.400
ROBONZO: See where clicks are coming from.

00:26:53.400 –> 00:26:58.040
ROBONZO: If you’re doing physical sales alongside digital, add those options.

00:26:58.040 –> 00:27:00.360
ROBONZO: CD, vinyl, whatever you’re offering.

00:27:00.400 –> 00:27:01.920
ROBONZO: Create bundles.

00:27:01.920 –> 00:27:07.320
ROBONZO: Digital plus CD at a discount, digital plus vinyl plus t-shirt, etc.

00:27:07.320 –> 00:27:08.540
ROBONZO: The setup is straightforward.

00:27:08.540 –> 00:27:09.640
ROBONZO: Don’t overthink it.

00:27:09.640 –> 00:27:12.580
ROBONZO: Functional and simple beats fancy and complicated.

00:27:12.580 –> 00:27:16.140
ROBONZO: Plus, you can always fancy it up as time goes on.

00:27:16.140 –> 00:27:18.520
ROBONZO: Step five, announce and sell.

00:27:18.520 –> 00:27:19.900
ROBONZO: This is release day.

00:27:19.900 –> 00:27:28.820
ROBONZO: Email your list, not with the generic, my album is out message, with a story about why you made this album, what it means, why you’re releasing it this way.

00:27:29.640 –> 00:27:42.900
ROBONZO: Ezra’s emails included, here’s what this album is about, here’s why I’m selling it directly first, here’s how to buy it, thanks for supporting me and other independent musicians and independent music.

00:27:42.900 –> 00:27:45.720
ROBONZO: That email should go out on release day.

00:27:45.720 –> 00:27:50.560
ROBONZO: Subject line is something like, morning to midnight is here or whatever your album title is.

00:27:50.560 –> 00:27:52.060
ROBONZO: Just keep it simple.

00:27:52.060 –> 00:28:05.740
ROBONZO: In the email body, a personal note about the album, two to three paragraphs, direct link to purchase, clear price, what they get, like digital files, format options, instant download, and then thank you for considering.

00:28:05.740 –> 00:28:13.480
ROBONZO: Then post on social media with the same information, but understand social media is not your primary sales channel, your email list is.

00:28:13.480 –> 00:28:18.580
ROBONZO: Ezra also leveraged member-only live video events to share the announcement.

00:28:18.640 –> 00:28:19.960
ROBONZO: I mentioned those earlier.

00:28:19.960 –> 00:28:26.640
ROBONZO: They were, those sound like for him are great hangs for his fans and he plays a little music for them.

00:28:26.640 –> 00:28:30.680
ROBONZO: Step six, follow up and sustain sales.

00:28:30.680 –> 00:28:33.480
ROBONZO: Sales, sales, sustain sales.

00:28:33.480 –> 00:28:35.360
ROBONZO: And this is weeks two to four.

00:28:35.360 –> 00:28:43.060
ROBONZO: One week after the release, send a follow up email to your list, especially to The Unopens, which your email provider will help you with.

00:28:43.060 –> 00:28:48.460
ROBONZO: And say something like, if you missed my last email, some people genuinely won’t see it.

00:28:48.520 –> 00:28:50.180
ROBONZO: So give them another chance.

00:28:50.180 –> 00:28:59.220
ROBONZO: Two weeks after release, social media post, highlighting a specific song or lyric, keep the album in people’s awareness without being annoying.

00:28:59.220 –> 00:29:02.480
ROBONZO: One month after the release, an email update.

00:29:02.480 –> 00:29:04.560
ROBONZO: Thank you to everyone who bought the album.

00:29:04.560 –> 00:29:11.880
ROBONZO: If you haven’t yet, here’s why you might want to share a review or a listener comment, something that adds social proof.

00:29:11.880 –> 00:29:14.440
ROBONZO: You’re not hammering people constantly.

00:29:14.440 –> 00:29:16.540
ROBONZO: You’re maintaining presence without being obnoxious.

00:29:17.300 –> 00:29:20.760
ROBONZO: Most people need multiple exposures before they act.

00:29:20.760 –> 00:29:23.200
ROBONZO: Step 7, monitor and adjust.

00:29:23.200 –> 00:29:25.760
ROBONZO: This will be months 2 through 6.

00:29:25.760 –> 00:29:27.800
ROBONZO: Track your sales by week.

00:29:27.800 –> 00:29:35.280
ROBONZO: Are they holding steady, declining, spiking around certain events like shows, social posts, email sends?

00:29:35.280 –> 00:29:40.880
ROBONZO: If sales drop to near zero after month 2, you might transition to streaming sooner.

00:29:40.880 –> 00:29:44.300
ROBONZO: If they’re still trickling in at month 5, maybe extend the window.

00:29:44.980 –> 00:29:46.640
ROBONZO: This is your experiment.

00:29:46.640 –> 00:29:48.720
ROBONZO: You’re learning what works for your specific audience.

00:29:48.720 –> 00:29:51.080
ROBONZO: There’s no single right timeline.

00:29:51.080 –> 00:29:54.280
ROBONZO: There’s the timeline that maximizes your revenue.

00:29:54.280 –> 00:29:57.280
ROBONZO: Step 8, transition to streaming.

00:29:57.280 –> 00:29:58.980
ROBONZO: This is the end of the window.

00:29:58.980 –> 00:30:05.600
ROBONZO: When you hit your predetermined date or when sales have clearly plateaued, release the full album to streaming platforms.

00:30:05.600 –> 00:30:07.420
ROBONZO: Email your list one more time.

00:30:07.420 –> 00:30:11.620
ROBONZO: Morning and Midnight is now on Spotify, Apple Music and everywhere.

00:30:11.620 –> 00:30:13.960
ROBONZO: If you haven’t bought it yet, you can now stream it.

00:30:14.480 –> 00:30:16.180
ROBONZO: If you have bought it, thank you.

00:30:16.180 –> 00:30:19.140
ROBONZO: This streaming release is possible because of you.

00:30:19.140 –> 00:30:21.360
ROBONZO: Frame it as a progression, not a failure.

00:30:21.360 –> 00:30:23.940
ROBONZO: Your direct buyers enabled the streaming release.

00:30:23.940 –> 00:30:28.620
ROBONZO: They made it financially viable for you to put it out there for everyone.

00:30:28.620 –> 00:30:30.480
ROBONZO: Then let streaming do its work.

00:30:30.480 –> 00:30:36.740
ROBONZO: Playlisting, algorithmic discovery, passive income while you focus on your next project, hopefully.

00:30:36.740 –> 00:30:37.840
ROBONZO: That’s it.

00:30:37.840 –> 00:30:41.100
ROBONZO: All right, let’s bring this back to the core principle.

00:30:41.100 –> 00:30:45.640
ROBONZO: Streaming pays you pennies per listen, direct sales pays you dollars per purchase.

00:30:45.640 –> 00:30:51.840
ROBONZO: If you have an audience that’s willing to buy from you, capture that revenue first, then add streaming income on top.

00:30:51.840 –> 00:30:58.860
ROBONZO: The pre-release revenue strategy isn’t about rejecting platforms, it’s about sequencing your release to maximize total income.

00:30:58.860 –> 00:31:02.420
ROBONZO: Direct sales first, streaming residual second.

00:31:02.420 –> 00:31:10.960
ROBONZO: Ezra’s one-year window with his previous album, his hybrid model with Morning and Midnight, both demonstrate the same thinking.

00:31:11.420 –> 00:31:17.620
ROBONZO: Your email list is worth more than your streaming listeners when it comes to actual revenue per person.

00:31:17.620 –> 00:31:21.700
ROBONZO: You don’t need a massive audience for this to work, you need an engaged audience.

00:31:21.700 –> 00:31:30.020
ROBONZO: 200 people who actually care about your music will generate more income through direct sales than 2,000 casual streaming listeners.

00:31:30.020 –> 00:31:37.580
ROBONZO: I’ll cover these concepts in an upcoming edition of LinerNotes, the email newsletter from yours truly.

00:31:37.580 –> 00:32:07.320
ROBONZO: For LinerNotes Insider subscribers, I’m putting together a complete implementation toolkit, a revenue comparison calculator that shows direct sales versus streaming income projections based on your audience size, an email list monetization sequence for pre-release, during release and post-release communication, a release timeline framework with three months, six month and 12 month window options, and a pricing strategy guide for digital, physical and bundle options.

00:32:07.320 –> 00:32:11.200
ROBONZO: If you’re not yet subscribed to LinerNotes, head over to unstarvingmusician.com/linernotes.

00:32:13.700 –> 00:32:22.040
ROBONZO: You’ll get highlights from this and hundreds of other conversations about building a sustainable creative career in music or wherever you’re creating things.

00:32:23.660 –> 00:32:32.700
ROBONZO: If you want the complete implementation toolkits, LinerNotes Insider gives you the frameworks, templates and calculators to put this into action.

00:32:32.700 –> 00:32:38.340
ROBONZO: You can find links to everything we discussed today in the show notes for this episode at unstarvingmusician.com.

00:32:39.800 –> 00:32:47.680
ROBONZO: Your music has value when you release it everywhere immediately, you’re training your actual fans to stream it for pennies instead of buying it for dollars.

00:32:47.680 –> 00:32:56.020
ROBONZO: Give them the option to support you directly first, capture the revenue, then open it up to streaming for discovery and residual incomes.

00:32:56.020 –> 00:32:57.140
ROBONZO: Start with your next release.

00:32:58.060 –> 00:32:59.640
ROBONZO: Build that e-mail list now.

00:32:59.640 –> 00:33:05.520
ROBONZO: Decide your window, set up your direct sales platform, e-mail your people when it’s ready.

00:33:05.520 –> 00:33:11.640
ROBONZO: This isn’t complicated, it just requires inverting the standard release strategy.

00:33:11.640 –> 00:33:14.600
ROBONZO: I’m Robonzo and this is The Unstarving Musician.

00:33:14.600 –> 00:33:16.920
ROBONZO: Thank you for listening.

00:33:16.920 –> 00:33:19.800
ROBONZO: As an independent podcaster, your support means the world to me.

00:33:19.800 –> 00:33:21.860
ROBONZO: You could even say I depend on it.

00:33:21.860 –> 00:33:24.320
ROBONZO: With that in mind, here are some things you can do to help support us.

00:33:24.720 –> 00:33:36.360
ROBONZO: Follow us on your favorite podcast app, leave us a review on your favorite podcast app, or shoot me a review by email, robonzo at unstarvingmusician.com, that I can use on the website.

00:33:36.360 –> 00:33:38.700
ROBONZO: Or just share this episode with a friend.

00:33:38.700 –> 00:33:41.940
ROBONZO: This makes a huge impact on our audience growth.

00:33:41.940 –> 00:33:53.700
ROBONZO: You could also visit our crowd sponsor page at unstarvingmusician.com/crowdsponsor to learn of the many other ways of supporting the podcast, including a quick and easy online tip jar.

00:33:53.700 –> 00:33:58.280
ROBONZO: It’s like click, tip, done, easy and super appreciated.

00:33:58.280 –> 00:34:09.240
ROBONZO: You’ll find many ways of showing your support there, including through our affiliate partners like Bandzoogle, Kit, email, formerly ConvertKit, Dreamhost and others.

00:34:09.240 –> 00:34:13.540
ROBONZO: The music you’re hearing is New Gods Part 2, the instrumental mix by yours truly.

00:34:13.540 –> 00:34:18.280
ROBONZO: You can hear the full version downloaded or buy it at robonzo.com.

00:34:18.280 –> 00:34:29.060
ROBONZO: And if all this was too much to remember or process, just go to the show notes for this episode at unstarvingmusician.com to find links to all the stuff talked about in this episode.

00:34:29.060 –> 00:34:33.160
ROBONZO: You can leave us feedback, questions, comments, complaints at unstarvingmusician.com/feedback.

00:34:35.680 –> 00:34:37.080
ROBONZO: Thanks for listening.

00:34:37.080 –> 00:34:39.260
ROBONZO: Peace, gratitude and a whole lot of love.