Category: CommunityCategory: Community

A musician with some impressive Spotify numbers wrote me for a bit of Email Guidance, asking how to get people from streaming music platforms to a paid Substack or Patreon. Here’s part of my reply (lightly edited):

Open a Substack account TONIGHT and start filling it up with stories. Give your fans a place to DIVE INTO. You can build a real website later.

Get 10 posts up there. Twenty.

Buy a domain name at Hover.com, point that domain to the Substack.

Stop using LinkTree. Stop driving everyone to platforms where you can’t reach them. 

Get them to your Substack, where you can still embed all your music, and your videos. And that’s where everyone can SUBSCRIBE to your email list. Be RUTHLESS about it.

Get people to YOUR SITE FIRST. That is your mission.

Then go play shows. Have a clipboard and a pen to get people on your email list. Hand it out before your third song to someone in the crowd so people sign it while you’re playing (inspired by this story from Jes).

Send a newsletter once a week, or twice a month. Subscribe to other musicians on Substack and see how they do it. “Steal like an artist,” like Austin Kleon says, and develop your own rhythm and style.

Make your newsletter something that someone wants to open, and not just “hey I’m playing somewhere next week,” or “listen to my new song.”

There’s lots of shortcuts in the online music world, but that just means that everyone is taking them, too. You gotta be where they can’t be, and that’s strumming a guitar in front of 15 people on a Tuesday night. 

Community is your unfair advantage. Whether you’re a musician, a writer, a photographer, whatever – you need other people in your corner. You need fans and friends more than you need funnels and lead magnets.

Yes, you can play the streaming music lottery and maybe hit it big. That’s because the casino has to pay out on occasion, otherwise people stop going to the casino.

The choice is yours; keep playing the lottery, or make better bets.

“It’s absurd how we’ve come to think that reaching thousands of random people will be more impactful to our lives more than meeting a handful of people with whom we share interests and goals.”

That’s from Matilda Lucy (from ‘What do you measure when the metrics don’t matter?’), and it’s spot on – meeting a few people every week and pulling them into your creative orbit is what’s going to build the foundation for your work for the decade ahead.

That reply above was just a snippet. I usually write 1,000 words to folks reaching out for Email Guidance. I’m not saying I got all the answers, but I can put you on the path to finding them. The first email is free, too.

“Getting to know other artists, writers and musicians is far more fun than optimizing a newsletter, for sure.”

This is from James Hart [here], in response to my post “You’re Not Marrying a Platform.”

On today’s Escape Pod Zoom Call we got talking about experiences with magazines when we were younger:

• One story was about a computer magazine with a program written by a young Bill Gates.
• Another was about buying magazines (plural) with a baggie full of change.

We don’t just talk about the XYZ’s of quitting social media, but about getting back to the core life experiences that made shit cool before techbro platforms flattened culture and gamified everything.

My childhood included a home foreclosure and a family split because of it. Calling my parents in their later years meant talking into an answering machine, “hey guys, it’s me, Seth” and then my dad (usually) picking up the phone. “We’re here, we’re here, yes, hello!?”

They screened their calls to avoid debt collectors.

Somehow my sister and I have avoided any major financial disasters, so long as you don’t count credit card debts that come and go every few years.

All that so say, I’ve got some shame around money and (of course) taxes.

I had a phone call with a good friend and we laughed about a tax situation I’m currently facing (don’t worry, it’s fine). We shared our collective money horror stories and I felt better afterwards. Shame crumbles under the weight of laughter.

(more…)

We did it. During two Escape Pod Zoom calls this week I asked guests to read something for one minute.

This was inspired by Lindsey Adler’s recent post, where she attended a party where the host had folks get up in front of people and read something.

So folks in our Escape Pod Zoom calls read poetry, newsletters, dialogue, unpublished work, and more.

I used to think Social Media Escape Club was going to be all about tactics and strategy, but it’s become about community, communication, reading, making, collaborating, making room for things just outside our comfort zones, which are some pretty good ways to spend our time online and off.