As a big fan and supporter since 2001, it was an honor to get to work with him and to know him more personally during that period. I’ve been to so many shows and financially supported them anyway I could. He was truly an artist of the people and will be missed as one of the cornerstones of independent hip hop in the Bay Area.

Because of the importance he had for my passion in music and my career in this industry, I wanted to write a blog to honor him as well as share what other independent artists can learn from his legacy, even if you’re not familiar with his music.
 

Who is Zion I?

 
Zion I was an independent/underground hip hop group based in Oakland that originally consisted of the rapper/emcee Zumbi and producer Amp Live. When they split up in 2015, Zumbi was the only member of Zion I.

Zion I had a successful independent career, releasing over 10 studio albums, touring around the world and racking up millions of streams with a number of hit singles. Zumbi has been linked to and featured with artists like Linkin Park, Rebelution, Too Short and Bassnectar. Here’s an amazing piece by OkayPlayer who talked to 5 people who were close to Zumbi and share their relationship and experiences with the artist.

During a time when gangster rap, drugs and violence were the dominant themes in mainstream/commercial hip hop, they took the completely opposite route with a socially conscious, boom bap sound. Their sound evolved over time, but they continued to create positive, lyric driven, uplifting music. To me, they made music of substance that the average person could relate to.

As I mentioned, Zion I played a very important role in my life. I reference him in my about page as being the first underground artist that got me to notice independent music in the first place and led me on the path to where I am today.

Here are some important takeaways/lessons from his career that independent artists can hopefully learn from. These are based on my own personal observations and experiences working with him.
 

1. Getting your stage name right the first time to avoid confusion.

 
Before Zion I, Zumbi and Amp Live were a part of another hip hop group called The Roots (later changed to Metaphor because of the Philadelphia based group) that was signed to a major label back in 1993.

After being dropped from Tommy Boy in 1995, they formed Zion I which was actually Zumbi’s current stage name at the time. To make it work, Amp Live suggested that Zion I would be adopted as the duo/group name and Zion (without the “I”) would reference the emcee only.

It was okay for Amp Live because his name was already distinguished separately. However, this led to some confusion when Zumbi did solo projects because there wasn’t enough separation from Zion and Zion I. When people see Zion or Zion I, it is expected both members were involved.

In 2005, he changed his stage name to Baba Zumbi or just Zumbi. As the frontman of the duo, many associated him as Zion I so Zumbi as a brand didn’t really stick too well on its own. Even on Spotify today, he has music under both Zumbi and Baba Zumbi but it’s often forgotten from the rest of his catalog.

After Amp Live left Zion I in 2015, Zumbi was able to take back his original stage name which was better for his brand. Although his stage name situation wasn’t disastrous, you never want to make things confusing or unclear as an artist.

2. Connecting with fans on and off stage is massive.

 
One of the big strengths that Zumbi was known for was his ability to perform on stage. This doesn’t mean you have to be the most energetic and active, but he had a charisma on and off stage that drew people in.

Being able to put on a good live show is a necessary skill for independent artists and he definitely held it down. As a self-identified introvert, he knew how to rock a show and also be present for his fans after shows. He often stuck around to talk and take photos. Even on social media, he’ll often leave comments and likes people’s posts after a show.

I remember back in 2007, I reached out to him on Myspace purely as a fan to let him know that I really appreciated their music. He actually replied back which at the time was unheard of in my mind.

3. Being independent is a constant grind.

 
Despite his success as an independent artist, making ends meet was still a challenge. He was constantly on the road doing shows to generate substantial income. As a father of three sons, it was tough to maintain a music career as a parent. Living in the Bay Area didn’t help the cause. Even though he was getting consistent streams for his music, he couldn’t depend on that income alone.

The big problem was releasing music was a big financial burden. He hated the cycle of pouring $10k – $20k of his own money into a project and having to do shows and sell merch to recoup all that he invested. It was a very volatile and risky process that ultimately led us to launch his Patreon page.

The goal was that a membership platform could bring some financial stability. Although it flopped for a number of reasons, the important thing is you always have to be thinking about growth and generating income as a full-time artist. Being self-employed purely from your art may come with more freedom, but you also have a lot more responsibility. Many artists want to become full-time professionals but do they really know what it entails and how much more challenging it is?

I’m a big believer in Patreon because I was able to help another artist, who is a close friend to Zumbi, bring in a consistent income through the platform. You can check out in this post to see if Patreon is something you’re ready for.

4. Don’t be afraid of experimenting and trying new things.

 
When we worked together, Zumbi kept pushing me to keep trying new things. It’s easy to get complacent with doing the things you’re comfortable with, but you may miss opportunities that way. This could be a new platform, technology, tool or strategy. For example, years before we worked together, he tried doing a crowdfunding campaign to fund his first solo album as Zion I without Amp Live.

At the same time, you need to find the right balance and give each thing the proper energy and focus. You can’t just bounce around new things just for the sake of trying it. Even if things don’t exactly work out, you gain valuable experience from it.

For example, here are some things we experimented with:

• We dabbled in Pandora’s artist message campaigns. This is where you would record a short message that would play before or after your songs on Pandora to promote specific live shows, new music and merch. It’s a cool feature because listeners on Pandora can click a link to whatever you’re selling when the audio message is playing.
• We launched a Patreon campaign. One of the mistakes we made was making it way too complicated and we didn’t have the proper infrastructure to support our lofty goals.
• We created a Spotify playlist for songs that influenced him as an artist. The next step was to create themed playlist lists that reflected some aspect of his brand – spirituality/meditation, marijuana, fatherhood. Another idea was to create a curated playlist that represented independent artist in the Bay Area where we get fans to tag different artists we should consider featuring each month. Unfortunately, after the first playlist, we never got around to exploring the other ideas.
• We talked about doing podcasts. Originally, it would be a Patreon exclusive but we also talked about hosting it on YouTube as a way to expand its reach. A long time ago, Zumbi actually tried doing his own podcast called The Science of Breath (or something like that) but it only lasted a few episodes. He wanted to explore that idea again in today’s climate.

5. It’s okay to evolve and change as artists.

 
As mentioned earlier, Zion I was a group that consisted of the rapper Zumbi and producer Amp Live. After working together since the beginning for 20 years, they split up due to some personal reasons and also wanting to go different creative directions.

Although one of the big reasons they broke up was because Amp Live was going through some personal issues, there was also a creative component to it as well.

Amp Live (Left) and Zumbi (Right)

From Zumbi’s perspective, he felt Amp Live was headed more towards a poppy, electronic, mainstream sound and style that even though led them to their most popular song Coastin’, it wasn’t exactly the direction he wanted. And I’m sure Amp Live wanted some more creative freedom after working together for so long.

There was a rough patch but they eventually reconnected and maintained their friendship. He even told me they were planning to do some new music together again. Sadly, days before Zumbi passed, they announced their reunion tour together for the 20th anniversary of their first album.

7. Be aware of your branding and the stances you take on controversial topics.

 
There was one incident around 2013 where Zion I made a statement on social media revolving around George Zimmerman who was acquitted for the killing of Trayvon Martin.

The post Zion I made in 2013

The unfortunate thing was a lot of his white male “fans” who likely followed Zion I for their more popular songs, didn’t appreciate his opinion on the topic.

As a Black male, Zion I knew about racism first hand very well, but yet he was told to get over it. Stop living in the past, they would say. Slavery happened a long time ago. They defended George Zimmerman and left other nasty comments.

Up to this point in their career, they’ve never really made any big public statements about race or politics, even though most fans knew where they stood on these issues based on their music and the artists they associate with.

Amp Live responding to all the negativity

I remember asking him about this incident and I vaguely remember him telling me this situation really bothered and stressed him out. He tried his best to respond and defend his position, but it was pointless.

As we know now, this is not a new problem in music, especially in the age of social media. You will have trolls who only want to stir trouble on your posts. Advice artists and influencers are often given on social media is to not read the comments.

8. Embrace your own path and go all in on your niche.

 

As Zion I was emerging as hip hop artists in the late 90s and the 2000s, gangster rap was the big thing. This was when glorifying hood life and drug dealing were the cool things in the genre. Then came the 2000s where you would hear more about clubbing, flossing/bling bling and objectifying women as the common themes in hip hop. Those things didn’t resonate with me, so I found a lot of comfort in what artists like Zion I had to offer.

Like many of the underground hip hop artists I listened to, one of my favorite things about Zion I was they made music with substance. They occupied a lane that was not popular in hip hop and made it their own. They have a few upbeat, dancy tracks in their catalog too, but it wasn’t just about chasing the trendy sound to get famous.

There were some mainstream artists who occupied this space in hip hop (A Tribe Called Quest, The Roots, De La Soul, Common, Talib Kweli, Mos Def) but they made up a small percentage within the larger hip hop community. Influenced by these artists, Zion I wanted to make a point that the lyrics matter. It was about music that was not only reliable but had an impact with a message.

9. Be the voice for your community.

 
In 2016, Zumbi put out a personal song and video about gentrification that he was experiencing first hand as it was happening to him. It’s something that many people in the Bay Area could relate to as families continue to get priced out of their homes with the growth of tech companies raising the costs of living, forcing them to move to different neighboring cities.

It’s not a topic you often hear about in hip hop, let alone music in general, but Zion I tackled it head on. The song is called Tech $. He recorded the video in the middle of moving out of his actual home.

What also makes this song great is that it was relatable and newsworthy. This led to some media outlets covering the song and shining a light on the issue.

• MarketWatch: When this rapper got priced out of his Silicon Valley home, he made a music video about it
• Complex: Zion I Tackles Gentrification in the Bay Area With “Tech $”
• KQED: On Zion I’s ‘Tech $,’ an Affordable Housing Crisis Turns Personal
• HotNewHipHop: Zion I shows what it’s like to be the victim of gentrification in the new video to “Tech $.”

Many fans who had experienced the same thing were able to relate and share their own personal stories in the comments. It brought those together due to the authentic nature of a growing problem that was happening to the artist.

Conclusion

 
I know most artists reading this may not have ever heard of Zion I and that’s okay. You don’t have to listen to hip hop or even like his music to learn from his career. He will be missed, but his music and legacy will live on.

If you are curious about his music, I put together this Spotify playlist of my favorite tracks from Zion I as a tribute.

Otherwise, here are music videos to check out. RIP Zumbi!

Here are my top 4 music videos:

A celebration of Zumbi’s life was livestreamed on Sway’s YouTube channel:

The post RIP Zumbi (Zion I): 9 Things Artists Can Learn From His 20+ Year Independent Career appeared first on D4 Music Marketing.

I had the opportunity to attend the 2018 Forbes Under 30 Summit in Boston where he performed and did a 20 minute talk to entrepreneurs on the factors that contributed to his success. I managed to record the entire thing so this was perfect to share.
 

Here’s the video of his talk on October 1, 2018:

1) 2:20 – (Save money for taxes, TuneCore)

2) 4:05 – (Leverage)

3) 4:43 – Can you walk us through your creative process?

4) 5:19 – As aritsts get bigger and bigger, they often stop often interacting with fans cause they don’t want their personal life everywhere. How do you feel about fan interaction?

5) 6:24 – Do you see a benefit in hiring a marketing or P.R. team to go through your social media?

6) 7:09 – What’s the one thing you wish you would have known before started your process?

7) 8:56 – How did you strengthen your emotional intelligence?

8) 9:24 – How much of life do you think is transparent on social media? Percentage?

9) 9:50 – So you’re talking about having people invest in you and knowing your song. You’re clearly a celebrity, how can a founder of company, who’s not a celebrity, get people to invest in them?

10) 11:35 – When it comes to your music videos, how much creative ideas are other people bringing to the table versus you? So are you coming up with all of this, do you have a team or is the label coming up with them?

11) 12:34 – It seems like a lot of your brand is about the hustle and putting in what makes you “you” and showing that to the world. Is there an artist or a level of your DIY that you aspire to? In the sense of how much of yourself is involved in that process. When do you step back and let your celebrity live as it is?

12) 13:31 – What’s your favorite skill you possess?

13) 14:29 – As an artist, how do you balance collaboration in buliding up your own platform?

14) 15:23 – (Skill is developed, confidence)

15) 16:52 – How do you find the balance of chasing your dream and having a regular life (going school)?

16) 18:10 – Greatest full circle moment?

I was able to attend because Butterscotch, an artist I work with, performed before Russ for the opening night of the summit. It was actually my first time seeing Russ live so that was really cool.

Butterscotch opening for Forbes 30 Under 30 Summit

Russ with Butterscotch after his set for Forbes.

For those not familiar with Russ

 
From a marketing perspective, Russ is an Atlanta based rapper known for building his fan base from the ground up by basically releasing a song every week for 2 years. From December 2011 to August 2014, Russ released 11 albums and 87 singles consecutively all for free on Soundcloud. Additionally, Russ produced, mixed, mastered, engineered, written, and perform the songs all by himself.

In 2015, his break out song “What they Want” was released on Soundcloud, which eventually went double platinum. This lead to a partnership (record deal) with Columbia Records in 2016.

His album “There’s Really a Wolf” became the first ever in hip hop to be certified platinum with one artist handling all the production alone, and all the vocals with no features.

The moral of the story is it took him at least 10 years of making music and putting out 70+ songs before one took off. Not only does it take persistence, but you need to have patience.

Key takeaways from his talk

 
Although I encourage you to watch the entire 20 minute talk, here are key points you should take with you:

• Hard work beats talent. No matter how talented you are, you still need to put in the work. If you’re not that good, it’s possible to get better over time. Russ sucked when he started in 2006, but he had to work hard to get better at everything.
• Put aside money for taxes and stop spending money on stupid shit. Treat your music career like an actual business. This means reporting your income and invest your money back into the business. It’s already difficult to make a sustainable living as an independent artist, so be very mindful of what you spend your money on.
• Consistency. Although Russ doesn’t address it directly, it’s clear from what he’s done that you need to be consistent with the content you produce.
• You have to believe in you first, before others can. A lot of people give up even before they start. It doesn’t mean be arrogant or cocky. It doesn’t mean ignore criticism or constructive feedback. You just need to be able to be persistent and adaptable so failures don’t slow you down. Find ways to build your confidence like developing your skill set.
• Having patience isn’t about waiting. It’s about being able to accept that the road to success is a very long journey of hard work, failures and passion.
• Build leverage. If you want things your way and not have to keep depending on others, you need leverage. In other words, you need to have or create things that others see value in and can benefit for themselves. This is often in the form of building a good social media following or fan base and quality songs.
• Find what works for you. Don’t assume everything that worked for someone else will work for you. Be willing to experiment and try different things that make sense for your circumstances.
• Be careful with who you surround yourself with. Having driven and ambitious people around you is so important for success. You want people on the same page as you to bounce ideas off of and stay motivated. Having the opposite can hinder your career.
• You need to struggle. It’s safe to say that most artist are going to face challenges and obstacles in music. You need to have the mindset that it’s part of the growth process. It’s okay to make mistakes, but learn from them and don’t dwell.
• Find a balance on social media. Fan interaction and engagement is important to build stronger relationships with your supporters, but you have to deal with negativity as well. Don’t let negativity win. Know when to take mental breaks.
• Get people to invest in you. Having good songs people like is obviously important, but you want to get people to invest in you as an individual, artist and brand.
• Don’t let fear paralyze you. Putting yourself out there as an artist can be scary, but you gotta face your fears. Don’t be afraid to do things that are uncomfortable because you know it will make you better. Fear is an opportunity for growth.

Quoteables

“Patience to me is putting out a song, putting out beats, putting out albums, none of it working, and just not losing enthusiasm. I think bouncing from failure to failure without losing enthusiasm is like patience in a nutshell.” – Russ

“Embrace the struggle. It’s fire, embrace it.” – Russ

“If I feel scared of something, I’m going right towards it head first because on the other side of this fear is growth.” – Russ

The post Forbes Under 30: Russ on Dominating with DIY Marketing (Video) appeared first on D4 Music Marketing.

In the last 3 months, Hobo Johnson has:

• Reached 700k+ Facebook followers (up from a few thousand)
• Gained 256k+ Youtube Subscribers
• Sold out shows all over the U.S. and U.K.
• Reached #11 on Billboards Heatseeker’s Chart
• Had at least 4 of his songs at the same time on Spotify’s U.S. Viral 50 Playlist
• Booked his first big festivals – Bumbershoot in Seattle and Outside Lands in San Francisco

In the world of virality and mainstream artists, this is relatively impressive. But to the average independent artist, this is an astronomical feat for a 20 something-year-old adult from Sacramento.

How did he do it? It was all thanks to this video he released with this band The Lovemakers on March 7, 2018:

It wasn’t a hot recorded song or album that propelled him to internet stardom. It was a NPR Tiny Desk submission video recorded in what looks like someone’s backyard in Sacramento.

After watching the video, you may be inspired to create your own Tiny Desk submission, but don’t expect the same success.

The fact is Hobo Johnson is a one of a kind artist with his own unique energy.

This story hit home for me, because I currently do live in Sacramento where Hobo Johnson is from. I’ll be honest and admit I underestimated Hobo Johnson. I’ve known about him for a couple years before this happened, but it never occurred crossed my mind that he was capable of this kind of success.

In this blog, I will share what stood out to me about his story that I think other artists can learn from.

Note: The quotes you see are actual comments people have left related to Hobo Johnson. I find that reading and studying comments is very insightful.
 

1) Going viral is still NOT a viable strategy.

“Literally watching this man rise in just the past 2 weeks blows my God damn mind.”

As inspiring as his story is, trying to go viral as a way to become “successful” is not an effective strategy. It’s much harder than it seems.

However, this doesn’t mean that you shouldn’t study the various factors or characteristics of a video that can increase the likelihood of something you create going viral. This is a good habit, because it shows you what makes great content that people want to share.

Take a look at 3 artists who have gone viral in the past few years (I tried my best to not include hip hop artists).

2015: Post Malone with White Iverson:

2016: Rich Brian (Rich Chigga) with Dat Stick:

2017: Clairo with Pretty Girl:

If you’re not familiar with these videos, I would watch them and pay close attention to what elements or characteristics these artists have and what stands out in their songs and videos. I will touch on some of these things in this blog. After watching, you should notice reoccurring elements in Hobo Johnson’s song and in each of these 3 example videos.

The fact still remains that you shouldn’t sit around and bank on trying to manufacture a video or song so it will go viral. But, if this is still a channel you want to pursue, there are key elements that can increases your opportunity. If you’re interested in learning the science of going viral, check out my other blog.

One last point. Hobo Johnson even said himself that he was caught off guard that this was the video out of all things that caught on.

More often than not, it would appear that artists achieve viral success when it’s unexpected. I have yet to come across an artist who has gone viral because they intentionally were trying to or knew they were absolutely on the right path to becoming a viral success. Authenticity is so important nowadays that we can detect bullshit and people who are trying too hard.

You don’t need to go viral to be a success, but sometimes it just takes that one song or video to trigger a chain reaction for everything that you’ve worked for to come into fruition.
 

2) You can do something different and still become successful being yourself.

“He is definitely talented and different.”

I’m sure we’re all familiar with this message, but I think it’s important to reinforce in today’s society. It’s easy to get caught up in trends and conform to what is popular, especially in music.

For several years now (thanks to the internet), we’ve been seeing a shift with all types of different people becoming popular who don’t necessarily fit into the typical mold, more so then in the past it seems. There’s a market for all types of people who are: awkward, not physically fit, weird, quirky, dorky, gay, goofy looking, scrawny, shy, unattractive, have different body types or strange styles, dress funny or don’t conform to gender roles.

Because we have the ability to become our own media company (a Gary Vee reference) via social media, there’s more room for diversity and opportunity for different niches in music.

Hobo has created his own distinct sound and style that resonates with others like him. There isn’t anyone that I know that comes close to his voice.

This shift is a sign. People like different. In other words, there’s more opportunity to be accepted for who you are because it’s easier to find and connect with people who are like you through the internet.

This doesn’t mean intentionally trying to be different or over the top just to gain attention. It needs to be authentic, which ties into the next point.
 

3) People really appreciate vulnerability and authenticity.

“I’ve struggled with depression and anxiety my whole life and I think that’s why I enjoy his art. Not too often you see people these days being vulnerable on purpose.”

I think artists and musicians put themselves in vulnerable positions in varying degrees through their lyrics and performances. Music has always been an emotional and personal outlet, but I think we’re seeing a higher level of it now.

Even Kanye West has openly talked about his addiction to opioids, insecurities of being overweight and bipolar diagnosis.

When you really open yourself up, I feel it makes it easier for others to emotionally connect with you and relate to your music. It puts you on the same level as your fans. In a culture of superficiality and status, vulnerability brings out a layer of authenticity that people can trust and resonate with.

Some topics are so sensitive that we are taught not to talk about them, like insecurities, addictions and mental illness. In western culture, discussion of these topics can be seen as a sign of weakness that brings about shame and embarrassment.

There is social pressure to present an image of ourselves in a positive light on social media all the time, because we think that’s what others want to see. I see this quite frequently in artist bios.

Of course we want to highlight our achievements and accolades, but I believe sharing the struggles and challenges we experience are just as important because it makes for a good story. To me, music is about connection and oftentimes as Hobo says, “not feeling so alone.”

Eligh of the Living Legends, an artist whom I work with, is someone who openly talks about his addiction to heroin and is now 12 years sober from all substances. His brand has grown organically around sobriety, and many of his hardcore fans really relate to him, especially ones who deal with addiction themselves. Many of them will reach out to ask for advice and guidance. Because he allows himself to be open and vulnerable, he’s developed a deeper relationship with his fans.

Although Hobo Johnson’s persona can come off as slightly exaggerated, it’s clear that he’s coming from a place of real life struggles when he touches on topics of loneliness, anxiety, low self-esteem, depression and the hardships of growing up in a broken family. How he expresses his emotions clearly resonates with his fans:

“He sounds like he’s on the verge of a mental breakdown… hella relatable.”

“Dude, lyrically your analogies are the shit. They’re honest, creative and still very relatable. You have a lot of endearing qualities that really make you seem very much like the rest of us, shy, awkward, maybe a little ADD. Heard Peach Scone the other day and became an instant fan.”

“It is refreshing to finally hear someone that brings up inner emotions and someone who is so real and in your face and no bullshit. I’m happy there are still people like that left. I like the idea of putting your life in a song and just blast it all out in the open.”

“I have to say, the main reason I am a fan of you, Hobo Johnson, is that you’re real. Your emotions and lyrics are raw and extremely relatable. You’re very very unique. Seems like you have been through a lot of shit in your young life, and I have as well. That’s why I can relate so well.”

Hobo has a unique energy that even if you don’t necessarily relate, you can respect the art and what he brings. Although I knew of him before he blew up, I was never a fan, but I did appreciate his emotionality and vulnerability.
 

4) Nothing gets people talking more than controversy.

“I honestly don’t know if this is rubbish or pure gold. This is like the 100th time I’ve heard it as well.”

We know that beef and controversy in music helps get people’s attention and sell records (back when people use to buy them). In our social media driven world, anything polarizing that gets people debating and arguing is great for exposure and social transmission.

Not that Hobo Johnson is a “controversial” artist, but he has definitely stirred up a lot of discussion and even confusion about the type of music he does.

Common questions and issues that often come up when talking about Hobo Johnson:

• Is this really hip hop or rap?
• Is he a rapper or slam poet?
• Is the song good or trash?
• Is he creative or creepy?
• In Peach Scone, is the crush on his friend scary or unhealthy?
• Is he misogynistic?
• Is he actually talented?
• Is he exaggerating too much?

I think part of this “controversy” has to do with this concept of music genres being challenged from crossover artists and blending of musical styles. Apparently people have a problem when artists don’t have clear genre lines to define and categorize them.

Hobo Johnson has described his style as “low-fi hip hop with folk-punk influence.” A similar thing happened with Post Malone when he first came on the scene and people tried to describe his music. Although he calls his music “genre-less,” others have called it a fusion of hip hop, country, grunge, R&B and electric folk.

As a result of his popularity and apparently ambiguous nature, Hobo Johnson has received a lot of negative attention.

“I keep seeing his name on Facebook, but I have no idea who he is and why he’s getting so much negative attention. He keeps getting death threats, his apartment was broken into and his mom possibly being doxed…”

Here’s what his critics had to say:

“This is just awful. I cringe every time I hear his voice which is all the time because these videos keep getting passed around. Stick something sharp in my ears instead.”

“This shit is garbage. Fake deep. Creepy and cringy shit from some weirdo stumbling over his words and staring oddly into the camera.”

“The musicians don’t have much talent. Neither does he, and all he talks about is being in the friendzone. It’s fucking dumb.”

“Seems like nobody’s allowed to have a negative opinion or critique on this man’s music without an 80 comment reply of people calling that person a dick or an idiot for having an opinion. This kid has some lyrics I can dig, but his exaggerated emotions to give off his persona feels forced …. Like birthing a child forced.”

As you would expect, his fans will defend him and share their perspectives:

“I don’t understand how people believe the lyrics to Peach Scone are misogynistic. It seems like the opposite to me. What I got from the lyrics is that it’s about a man who loves a girl who is in a relationship with someone else. Even though it hurts him, he realizes that he wants her to be happy. The lyric towards the end… I just hope she doesn’t get hurt…is probably my favorite. It shows how much he cares for her.”

You often hear sayings like, ‘you know you’ve made it or become successful when you have haters’. I use to think it was silly, but from a marketing and branding perspective, it actually makes a lot more sense to me now. Hating, controversy and debating get people worked up. As a result, they comment and share more.

You also hear the saying, ‘any press is good press’. Polarizing views feed into social sharing and give you more exposure. This doesn’t mean you should create controversy on purpose to gain exposure, but be aware of its impact.
 

5) The power of social proof and influence is powerful.

“I went from not knowing who tf u were, to wtf is this??, to “ehh its ok”, to “Peach Scone” being stuck in my head and now I’m a fuckin groupie all in a matter of 48 hours. Seriously love you right now! Your music speaks to my soul lol 1.7k people felt the same.”

By now, we’re all aware of the power of social proof. It’s the reason why most artists obsess over how many followers or subscribers they have on social media. You know you are being subconsciously judged by the numbers displayed on your social media accounts.

It’s all about shaping a favorable image to those who don’t know you. We often associate these vanity metrics as a sign of quality. However, it’s not as influential as we might think, because it can be easily faked.

The one thing you can’t fake is when thousands of people share your content, and that’s powerful social influence. People shared that Peach Scone video on Facebook 130k times. The actual share number is even higher, because it doesn’t take into account the people who shared it after that and the shares of the Youtube video.

When things go viral and get passed around like the Hobo Johnson video, there’s a lot of interesting social science going on. What others think can influence our own perceptions of what we think is a “good” song.

You might think that anything that is “good” would naturally become popular or successful, whether we’re talking about music, books, art or movies. Historically, this has not always been the case. Many famous artists and authors have been passed on and rejected many times in their career before making it big. Why is that?

Matthew Salganik, a Princeton Sociologist, conducted a study to understand that very question.

In the experiment, he set up a website where people could listen and download music for free. It contained a list of songs from new, local artists that no one had heard of. Song order was shuffled and participants could see what others had liked and downloaded. Over 14,000 people were randomly placed into 8 different groups, or worlds, that all started with the same initial conditions.

Theoretically, the best songs should be the most popular in all 8 worlds. However, that was not the case. Some songs that were the most popular in one world, were one of the least popular in another. The conclusion was that quality or talent alone isn’t a predictor of success. Social influence plays a big role as well.

In most cases, social influence isn’t enough to make something that is actually “bad” be considered “good” or vice versa. The experiment showed that quality was correlated with success. While it may not completely change your perception of what is “good,” it’s enough to tip the scales to get people to pay attention rather than scroll past it in the news feed, especially when it is seen frequently.

This is only a brief rundown of the study. You can read it in full here:
http://www.princeton.edu/~mjs3/musiclab.shtml

This is why shared content is powerful. When people share your content and it goes viral, we interpret it as being too difficult to fake. As viral marketing expert Jonah Berger states, “Social influence only works when other people’s opinions or behaviors are observable.” In the context of the experiment, we take into account what others think and do to shape our own preferences.

“This randomly came up in my Facebook feed: hated it, couldn’t stop watching it, COULDN’T STOP THINKING ABOUT IT AND MISSING IT FOR DAYS. Found it on YouTube bc I remembered the lyrics, have replayed it 5 times.”
 

6) Even with more exposure, you still need to build your brand.

“Maybe Hobo Johnson will use his music to become some kind of bad ass mental health advocate.”

It seems like many artists out there think that exposure is all they need to become “successful.” To be exposed or discovered is a short term thing. You need people to actually stick around for the long term. This is where your brand comes in.

In my opinion, having a strong brand played a big role for Hobo Johnson becoming a viral sensation and resonating with so many people.

I won’t touch too much more on branding, since I talk about it in a bunch of other blogs. However, the two things I want to point out is that his brand comes from an authentic place and it is consistent.

Hobo Johnson’s persona may seem a bit exaggerated, but at the core of it, it is still an authentic extension of who he is. A self-deprecating, neurotic guy who deals with insecurity and being in the friend zone.

His brand ties very well with his story about getting kicked out of the house and living out of his 1994 Toyota Corolla at the age of 19 – hence the name Hobo Johnson (Real name is Frank Lopes).

For as long as I’ve known of him, his brand, look and style has been unchanged. Same voice. Same weird look. Same delivery and awkward sense of humor. Look back at all his stuff and you’ll see the same consistent characteristics of who he is.

When you look at his content, website, posts and videos, there’s a consistent feel that really comes off as his own. Bad grammar, cheesy and outdated graphics, corny / amateurish style and totally not professional, which makes him more relatable. He comes off as someone who’s doing really badly at trying to fit in; unconfident, unsure of himself, but it plays well to his “hobo” persona.

Even the music video he released after blowing up is consistent with his brand:

“This music video is so oddly aesthetic since it’s the complete opposite…if you know what I mean?”

His tagline on Instagram reads:
Songwriter. Poemer. AbletonLiver. Piano Player Kinda.

His mailing list is titled “join our cult.”
https://www.hobojohnson.com/cult

This is his Kickstarter campaign from early 2017:
Kickstart Hobo Johnson’s Kinda Good Music Career
 

Additional Resources

 
If you’re interested in hearing more about Hobo Johnson and his story, check out the links below.

Interview with Anthony “The Needle Drop Guy” Fantano

DJ Booth Article: I Really Wanted to Hate Hobo Johnson… But I Couldn’t

Hipster Rapper Hobo Johnson Is Going Viral — & It’s All Thanks To THIS Music Video!

The post Going Viral: 6 Important Lessons Artists can Learn from the Rise of Hobo Johnson appeared first on D4 Music Marketing.

There was a lot of great stuff discussed, so I took some notes on specific points and reminders that I think will help all creatives, including music artists like yourself. Also, I want to emphasize the importance of community and the value of attending conferences like this.

Here’s a description of the conference:

Bond will focus on the realities of running your creative practice as a business on the internet. We’ll cover everything from establishing a community to building a sustainable career using crowdfunding and community patronage. Let’s trade stories, learn from one another, and figure it out together.

Normally, I’m not going to do blogs like this, but I wanted to take this opportunity to present something different. Nothing groundbreaking here, but I think reading reminders are always important to keep you focused on making the right moves for your career.

#1 Networking and community are keys to success.

 
The first speaker, Gary Chou said:

“Success is a function of access to networks.”

Access to networks means access to resources and opportunities. You have to be able to put yourself out there in the community. Start through collaboration with other artists in your area who share similar beliefs, passions or interests as you.
 

#2 Luck matters.

 
We live in a highly individualistic country that does not really want to acknowledge the existence of luck and how it plays a role in our failures and successes. This does not mean hard work isn’t important, but it’s much more complex to believe that we are not 100% in full control of our fate… so we don’t.

You definitely still need to put in the work, but as Seneca, the roman philosopher, would say:

“Luck is what happens when preparation meets opportunity.”

The main point is, don’t be hard on yourself if things aren’t playing out as you hoped. There are factors that you don’t have control over but focus on ones you can control like the effort you put into building your network and the amount of time you dedicate to doing work. Be ready for those moments when opportunities come.
 

#3 You need to start.

 
There may be some people reading this who have not made that first step yet. This could be because they aren’t convinced pursuing a career in music is sustainable.

Starting is always the hardest part, but the most important. There’s a fear and insecurity about it. Fear of what people may think. Fear of people thinking you’re not good enough. Fear of failing.

You will NEVER know until you try. Do it on the side while you have your day job. Figure out a way to make it work. Start now.
 

#4 Sustaining and consistency is the hardest part.

 
Okay, I lied. Getting started can be hard and that in itself is a challenge for many. Actually sustaining yourself and maintain consistency to build momentum is even more difficult. You have to be in it for the long haul. Unfortunately, many people don’t have the patience.

Artists might feel they have to do everything themselves, which makes the journey even more challenging. This assumption is a big mistake. Explore ways to get help and build a team, even if you have to pay. Also, be a part of a community where you have the support of others.
 

#5 Treat your audience as equals.

 
As an artist, it’s important to give your audience what they want. But at the same time, you need to find the right balance that does not compromise your artistic vision.

It’s true that without your fans and supporters, you would not have a music career. However, you don’t want to be fully subservient to an audience because then you just become a service.
 

#6 Think outside the traditional platforms.

 
Depending on where you are on your music career, consider other platforms outside of your typical social media channels.

Stable income, more often than not, is the biggest obstacle for independent artists to sustain a career. Look into crowdfunding options like Kickstarter, Patreon, GoFundMe and IndieGoGo. You never know.
 

#7 Listen to feedback.

 
Don’t let your ego blind you. Getting feedback is very helpful to gauge your progress and make better decisions. This is also why analytics from your marketing efforts is important.

Obviously, ignore the trolls, but be open to criticism even if it’s not what you want to hear. Being able to have an honest and open conversation with yourself is important for not only individual growth, but growth as an artist as well.
 

#8 Quality is subjective, not meritocracy.

 
What is a “good” song to one person, may be a “garbage” to another. It’s important to recognize that not everyone will like your music or your art. You shouldn’t let this fact discourage you. The key is to find the right audience who engages with your music and go all in.

If you put something out that doesn’t get the reception you hoped for, learn from it, listen to feedback and keep on creating. The more you put out, the better chance you have of creating that one thing that will catch on.
 

#9 Don’t chase waves (trends).

 
We live in a digital age where there’s an audience or niche for all types of different people.

When a popular trend or sound comes on the scene, you may consider jumping on the bandwagon, but don’t do it only because it’s popular right now. You have to take into account that everyone else is probably trying to cash in too. If that’s the case, you’ll just be drowned out with the rest of them. Don’t chase waves, make them!

Authenticity is important, so stay true to yourself. Don’t be afraid to do something different. Look at Hobo Johnson, the latest viral sensation as of this writing.
 

#10 Don’t compare yourself to others.

 
When you’re at a conference listening to successful creatives, it’s easy to get a bit discouraged.

You just have to remember that everyone’s journey in music (and in life) is unique because no one has the exact same life as you. Be happy for others’ successes and be grateful for the experiences you do have. Just keep pushing forward.

The post 10 Quick Reminders for Musicians From Successful Creatives [Bond Conference] appeared first on D4 Music Marketing.

For those who don’t know, Gary Vaynerchuk is a successful American entrepreneur, marketing expert and online personality. When it comes to entrepreneurship and the current climate of attention, Gary’s rhetoric and outlook are spot on.

As a music marketer, my core approach to my blog content and developing my personal brand is heavily influenced by Gary Vee. Although his marketing strategies and approach to business are not unique to him, Gary does an excellent job of communicating it in such a clear and practical way that I believe all artists should listen to what he has to say if they want a good chance at making it in the music business.

In a way, this post is a tribute to him and acknowledgment of his role in the creation of my blog, but also to convince artists like yourself why you should listen to what he says.

https://www.garyvaynerchuk.com/

Why Should Artists Follow Gary Vee?

Do you ever struggle with marketing yourself as an artist? Do you find making a living as an artist difficult and need the motivation to pursue your passion? Gary Vee is a valuable resource for artists who want to be successful and stay motivated on their journey. If you want to be successful in the music industry, I truly believe you’ll have the best chance if you listen to Gary Vee and put into practice what he has found works.

I’m saying this as someone who has been in the online marketing industry for the past several years. There’s no one out there that breaks down the road map to navigate the current state of business and the internet better than him. The big reason why I even bothered putting this blog together is that some of his content caters to music artists directly (videos listed below).

Not only is he very practical, honest and clear with his approach to success, he actually spends a lot of time talking to other artists and providing relevant advice for those in the music industry.

For some, he may come off as annoying (that was actually my first opinion of him), but he grew on me. The funny thing is, even though he is very good at what he does, it is common for people not to like him at first. He has a very loud and energetic personality that comes as very arrogant and obnoxious. But, I think once you hear his story and really get to know Gary, you’ll love and appreciate him. His energy is contagious to the point where it gives me confidence and motivation when I listen to him.
 

What Makes Gary Different?

 
To be honest, I’m personally not very fond of many other top entrepreneurs and motivational type of people, but Gary Vee is different to me.

When I first came across Gary in the spring of 2016, I did not like him. Like many other people, I was immediately turned off by his personality and his “hustle, hustle, hustle” ethic. Luckily, I continued to listen to him, and as I consumed more of his content, I learned that he’s not what he seems.

He doesn’t flaunt or really talk about wealth or buying expensive things. He’s not trying to sell you on a lavish lifestyle as he lives modestly for someone with his wealth and success. His message is about pursuing what you are passionate about and putting in the necessary work at a pace that you are comfortable with.

Gary practices exactly what he advocates. All his content is basically free and readily accessible. He’s not trying to sell you master courses or programs that cost hundreds of dollars. Occasionally, he’ll put out a book. His fans usually support him because he’s given them so much value that they feel the need to reciprocate the love.

He’s honest and transparent with his approach. He knows that people in our quick fix, instant gratification society want to speed up the process or find shortcuts, but he knows that in reality is it takes a long time and hard work to build a successful business. No one likes to hear or accept that fact, but Gary isn’t afraid to stand behind it. That doesn’t sell in the marketing world, but he’s true to the process and what it really takes to succeed.

By now you are probably wondering what some of his key messages and advice are. I’ve summarized some of his signature themes and best sayings for you below.
 

Here are some of Gary Vee’s signature themes and sayings:

No Regrets

For me, this message was what convinced me. It was that simple. You don’t want to look back at your life and regret not giving that one thing you really loved a shot and never knowing if you could have been successful. You really don’t know if something will work or not until you try. The fact is, you only have one life and you will die. Even it doesn’t work out, at least you know you’ve tried and you can be content in the fact that you have no regrets.

As an artist pursuing your passion, you are doing something many people are afraid to try so it’s something to be proud of, regardless if you make it or not.

Self-Awareness

Gary believes the most important thing you can have to be successful is self-awareness. For him, self-awareness is needed so you can be honest and objective at identifying what you’re actually good at. This allows you to make the right moves to put you in a better position for success, rather than wasting time doing things you’re not good at. He’s about going all-in on your strengths and punting your weaknesses by working with others or paying people to do what you’re not good at.

Don’t Complain

Gary hates people who complain about not seeing the results they hoped or expected. Because of the internet, we have much more control over our ability to succeed, so complaining or blaming others is a sign of failure. Sure, there are things that happen that are beyond our control, but you still have control over how you react and deal with those issues. Often times, people who complain are either impatient or not hustling hard enough.

Hustle

To make it as an entrepreneur and artist, you have to be willing to put in the time and work. As he says, “Hardwork is the most controllable aspect of entrepreneurship and business.” People tend to view hustling as the cool thing to do, but it’s the practicality that matters to Gary. If you have big aspirations, there’s a certain level of work you need to put in to get where you want to be. In other words, the problem he sees is that many people’s ambitions don’t match their actions.

Some might interpret ‘hustle’ as an unhealthy practice, especially when you see how much Gary works each day. He still believes in getting enough sleep and having a work-life balance that you’re comfortable with.

Eat Shit (Don’t Get Fancy)

Building a business (like a music career) takes a lot of hard work. The problem Gary sees is that many people do things for the wrong reasons and get fancy before they make it. When people start buying expensive things for themselves early on, he believes you’re wasting money by not reinvesting into growing your business. If you really want to win, eat shit for the first 5 or 10 years so you can set yourself up for success. You have to pay your dues. He’s not judging what people do with their money, it’s only when people complain about not making it yet and they are the ones splurging money on unnecessary things that don’t grow their business. This way of thinking relates to the last point and ties into the next theme.

Love the Process (Patience)

The other big thing Gary preaches is patience. You have to play the long game if you want to be successful. You have to love the process and the struggle. If you only care about the end result, you already lost. Those who succeed love the grind and the journey.

Many people want short cuts and quick tactics because they don’t want to put in the work. They are impatient. They complain. In order to win and be successful, you need to have the right mindset and it starts with patience. As Gary Vee puts it, religion over tactics.

Succeed with Positivity and Kindness (Optimism Always Wins)

Despite his loud, aggressive persona, Gary is all in on optimism and positivity. We live in a very opportune time that there’s enough for all of us to win. Don’t waste time by putting others down, or as he puts it, tearing other people’s “buildings” down. This applies not only to how you treat others, but yourself as well. If you make a mistake, learn from your losses, but don’t dwell on them. Gary has been wrong and made many mistakes, but he doesn’t let that stop him.

Quality Content is Key (It’s a Numbers Game)

Gary’s number one advice for artists is to put out free music as often as you possibly can. It’s about building leverage by giving more than what you take and having the ability to redirect that attention you have from fans.

How many songs can you make a year and create a plan around that? He uses the example of the artist Russ (who he did an episode with) who put out a new song every week for 33 weeks straight. With the oversaturation of free content out there, attention is a commodity. To be able to grow an audience, you need to be able to put out consistent quality content like new music. Since it’s numbers game, there’s no guarantee you’ll make it because of all of the factors involved. Each new song you put out gives you one more chance to get noticed.

Provide More Value (51/49)

Give more than what you take. We tend to focus on what’s in it for us more than the other person. As an artist, you always want to be giving your fans more value than they give you. Why? This gives you leverage down the line when you really do need them for something. Obviously don’t have expectations, but know that people tend to reciprocate. This means doing things like offering your music for free, responding to comments, answering questions and taking photos to bring value and build your brand.

Authenticity Wins (Don’t Fake it Until You Make It)

In this age of social media, people tend to use it to present the best PR version of themselves. It’s harder to trust what’s real online, which is why authenticity is so valued nowadays. As Gary likes to say, “You can trick all the other losers, but the winners will see right through you.”
 

Gary’s Music Marketing Content

 
Gary has so much free quality content that it’s hard to go back and find the best ones for you to check out. Since this is a music marketing blog, I curated his music-related content for you to check out.

What Gary is most known for nowadays is his online series The Ask Gary Vee Show where he answers people’s questions with various guests from all types of industries. Even though he covers a lot of topics, his content is applicable to any industry. Here’s a collection of videos that are specific to music artists. You can also listen to all of these videos as podcasts.

Gary Vee’s Podcast: https://www.garyvaynerchuk.com/podcast/

My Youtube Playlist: https://www.youtube.com/playlist?list=PLUZsZCakBrh25gMN5yS4fsKdU-IJPVC7a

Logic:

John Legend:

Jewel:

Russ:

Krewella:

Wyclef:

Fat Joe:

T-Pain:

Dustin Lynch:

Black Coffee:

Be sure to follow Gary on social media:

 
Twitter: https://twitter.com/garyvee

Facebook: https://www.facebook.com/gary/

Instagram: https://www.instagram.com/garyvee/

Youtube: https://www.youtube.com/user/GaryVaynerchuk/

The post Who is Gary Vee and Why Music Artists Should Follow Him appeared first on D4 Music Marketing.