SCHOOL OF DEEP CUTS
Buy now
Learn more
Welcome!
Hi there, welcome.
Book in: Bi-Weekly Group Coaching Calls
LABEL PLAYBOOK: your ultimate release day checklist
Start with a plan
Planning & Strategy
Do you release an album, EP or keep dropping singles?
[DEEP DIVE] How to grow your audience: market to light listeners <PART 1/2>
[DEEP DIVE] 13 marketing tactics that build audience quickly <PART 2/2>
Artist Discovery Session: how to run a goal setting workshop
Building your team: who, when and how to hire
Budgeting
BUDGETING! How to break down a marketing budget, $1,500 vs. $20,000
How to budget a hip-hop project (Yung Lean case study)
[DEEP DIVE] Budget comparison: $10,000 vs. $100,000 marketing budgets
[RESOURCE] Marketing Budget Template
What do we need to do to ensure the project never exceeds the budget? BONUS! Live Lecture Q+A
Have you ever come in under budget yet exceeded expectations? BONUS! Live Lecture Q+A
Creative & Art Direction
[DEEP DIVE] Creative Director: What do they do? Do you need one? How to hire one?
[RESOURCE] Creative Direction Scope of Work
[DEEP DIVE] The creative process of the Creative Director for Elton John, U2 and Rihanna
[DEEP DIVE] Creative ideas for vinyl packaging
[RESOURCE] Music Video Production Budget
[RESOURCE] Music Video Call Sheet
Content & Social Media Strategy
Content strategy framework: Hero, Hype & Helper content
[DEEP DIVE] Why The Music Industry Gets Digital So Wrong
Content Soundcheck: exercise for balancing promotional & authentic social content
[DEEP DIVE] Developing Fan Personas & Target Audiences
[DEEP DIVE] How to build a YouTube audience with a thorough video content strategy
[RESOURCE] Livestreaming Best Practices
PR
How to work with a publicist and how to do it yourself
[RESOURCE] Example Press Releases - Oliver Tree, Jacob Collier & More
[RESOURCE] 50+ YouTube Promo Channels Contact Sheet
Digital Advertising
Digital Ad Strategy: How to build followers, get views and drive streams
[RESOURCE] Digital Marketing Best Practices: bible for executing flawless ad campaigns
Building a digital plan: which platforms, budget & type of ads you need <PART 1/4>
Targeting your ads. How to find, segment and reach new audiences. <PART 2/5>
Instagram Ads Manager step-by-step process for setting up ads <PART 3/5>
YouTube Ads Manager <PART 4/5>
TikTok Case Study: how 1 artist went viral with organic content and paid ads <PART 5/5>
Data
Metrics That Matter
Collecting data to own your audience
Wrap Up
Feedback & Review
Affiliate
Group Coaching Calls [Replay]
Open Q&A [December 17, 2020]
Open Q&A [February 3, 2021]
Publicity Q&A with Rebecca Shapiro, Shore Fire Media [February 17, 2021]
Open Q&A [March 3, 2021]
Open Q&A [March 17, 2021]
Artist Workshop - Candice Hoyes [May 12, 2021]
Open Q&A [May 26, 2021]
Digital Advertising Q&A with Paige X Cho, Bolster [June 9, 2021]
Bonus: Playlist Pitching Workshop by Playlist Supply, [June 16, 2021]
Open Q&A [June 23, 2021]
Bonus: Using Data To Grow Your Audience by Audience Republic [June 30, 2021]
Artist Workshop - Neverwaves [July 7, 2021]
Open Q&A [July 21, 2021]
Label Q&A, Partisan Records - Zena White, Managing Director [August 4, 2021]
Bonus: Spotify, YouTube & Instagram Growth by Rise [August 18, 2021]
Artist Empowerment Meditation with Steph Carlin [September 2, 2021]
Artist Workshop - Bailey Judd [September 16, 2021]
Bonus: SubmitHub Demo + Q&A with Founder, Jason Grishkoff [September 29, 2021]
Special Call Session: Support Group for Q1 2022 releases
Bonus: How to be your own creative director by Bel Downie [October 14, 2021]
Bonus: Playlist Pitching with Playlist Push Founder, [October 28, 2021]
Homework Club: Data dive into Spotify/Genre/and playlisting with Brick
Artist Workshop - Heno [November 25, 2021]
Bonus: Artist Development with Briana Cheng, Founder at b4 + A&R at 4AD [December 12, 2021]
Bonus: FB and IG Ads Strategy to drive streams with Feed Co-Founder Joshua Jacobson [January 13, 2022]
Bonus: Sync Placement + Q&A with the owner of Shelly Bay Music, Michelle Bayer [January 27, 2022]
Bonus: How to get influencers to promote your music with Stephanie Leyva [February 10, 2022]
Bonus: Working with your first publicity by Amanda Perlstein & Melody Forghani of 23 PR [February 24, 2022]
Bonus: Grant writing with Melbourne Minute Co-Founder, Kim Williamson [March 24, 2022]
Bonus: 🎤 Management and Tour Marketing with Chad Taylor, Co-Founder of Wolf + Rothstein [April 7, 2022]
Bonus: 🎤 What does a SoundCloud curator look for? Fireside chat with SoundCloud Curator, Heather Mundinger [April 28, 2022]
Workshop Replays
Music Branding: Your first 5 steps to building a stand-out artist brand
TikTok for Musicians: 0-1,000,000 Followers in 9 Months
How To Get a Job at a Label .mp4
From Hype Machine to Best New Music.mp4
Make Your 2022 Social Media Strategy in 60 mins.mp4
3 Marketing Secrets For Independent Artists.mp4
2022 Instagram Strategy For Musicians Workshop .mp4
Products
Course
Section
Lesson
Hi there, welcome.
Hi there, welcome.
SCHOOL OF DEEP CUTS
Buy now
Learn more
Welcome!
Hi there, welcome.
Book in: Bi-Weekly Group Coaching Calls
LABEL PLAYBOOK: your ultimate release day checklist
Start with a plan
Planning & Strategy
Do you release an album, EP or keep dropping singles?
[DEEP DIVE] How to grow your audience: market to light listeners <PART 1/2>
[DEEP DIVE] 13 marketing tactics that build audience quickly <PART 2/2>
Artist Discovery Session: how to run a goal setting workshop
Building your team: who, when and how to hire
Budgeting
BUDGETING! How to break down a marketing budget, $1,500 vs. $20,000
How to budget a hip-hop project (Yung Lean case study)
[DEEP DIVE] Budget comparison: $10,000 vs. $100,000 marketing budgets
[RESOURCE] Marketing Budget Template
What do we need to do to ensure the project never exceeds the budget? BONUS! Live Lecture Q+A
Have you ever come in under budget yet exceeded expectations? BONUS! Live Lecture Q+A
Creative & Art Direction
[DEEP DIVE] Creative Director: What do they do? Do you need one? How to hire one?
[RESOURCE] Creative Direction Scope of Work
[DEEP DIVE] The creative process of the Creative Director for Elton John, U2 and Rihanna
[DEEP DIVE] Creative ideas for vinyl packaging
[RESOURCE] Music Video Production Budget
[RESOURCE] Music Video Call Sheet
Content & Social Media Strategy
Content strategy framework: Hero, Hype & Helper content
[DEEP DIVE] Why The Music Industry Gets Digital So Wrong
Content Soundcheck: exercise for balancing promotional & authentic social content
[DEEP DIVE] Developing Fan Personas & Target Audiences
[DEEP DIVE] How to build a YouTube audience with a thorough video content strategy
[RESOURCE] Livestreaming Best Practices
PR
How to work with a publicist and how to do it yourself
[RESOURCE] Example Press Releases - Oliver Tree, Jacob Collier & More
[RESOURCE] 50+ YouTube Promo Channels Contact Sheet
Digital Advertising
Digital Ad Strategy: How to build followers, get views and drive streams
[RESOURCE] Digital Marketing Best Practices: bible for executing flawless ad campaigns
Building a digital plan: which platforms, budget & type of ads you need <PART 1/4>
Targeting your ads. How to find, segment and reach new audiences. <PART 2/5>
Instagram Ads Manager step-by-step process for setting up ads <PART 3/5>
YouTube Ads Manager <PART 4/5>
TikTok Case Study: how 1 artist went viral with organic content and paid ads <PART 5/5>
Data
Metrics That Matter
Collecting data to own your audience
Wrap Up
Feedback & Review
Affiliate
Group Coaching Calls [Replay]
Open Q&A [December 17, 2020]
Open Q&A [February 3, 2021]
Publicity Q&A with Rebecca Shapiro, Shore Fire Media [February 17, 2021]
Open Q&A [March 3, 2021]
Open Q&A [March 17, 2021]
Artist Workshop - Candice Hoyes [May 12, 2021]
Open Q&A [May 26, 2021]
Digital Advertising Q&A with Paige X Cho, Bolster [June 9, 2021]
Bonus: Playlist Pitching Workshop by Playlist Supply, [June 16, 2021]
Open Q&A [June 23, 2021]
Bonus: Using Data To Grow Your Audience by Audience Republic [June 30, 2021]
Artist Workshop - Neverwaves [July 7, 2021]
Open Q&A [July 21, 2021]
Label Q&A, Partisan Records - Zena White, Managing Director [August 4, 2021]
Bonus: Spotify, YouTube & Instagram Growth by Rise [August 18, 2021]
Artist Empowerment Meditation with Steph Carlin [September 2, 2021]
Artist Workshop - Bailey Judd [September 16, 2021]
Bonus: SubmitHub Demo + Q&A with Founder, Jason Grishkoff [September 29, 2021]
Special Call Session: Support Group for Q1 2022 releases
Bonus: How to be your own creative director by Bel Downie [October 14, 2021]
Bonus: Playlist Pitching with Playlist Push Founder, [October 28, 2021]
Homework Club: Data dive into Spotify/Genre/and playlisting with Brick
Artist Workshop - Heno [November 25, 2021]
Bonus: Artist Development with Briana Cheng, Founder at b4 + A&R at 4AD [December 12, 2021]
Bonus: FB and IG Ads Strategy to drive streams with Feed Co-Founder Joshua Jacobson [January 13, 2022]
Bonus: Sync Placement + Q&A with the owner of Shelly Bay Music, Michelle Bayer [January 27, 2022]
Bonus: How to get influencers to promote your music with Stephanie Leyva [February 10, 2022]
Bonus: Working with your first publicity by Amanda Perlstein & Melody Forghani of 23 PR [February 24, 2022]
Bonus: Grant writing with Melbourne Minute Co-Founder, Kim Williamson [March 24, 2022]
Bonus: 🎤 Management and Tour Marketing with Chad Taylor, Co-Founder of Wolf + Rothstein [April 7, 2022]
Bonus: 🎤 What does a SoundCloud curator look for? Fireside chat with SoundCloud Curator, Heather Mundinger [April 28, 2022]
Workshop Replays
Music Branding: Your first 5 steps to building a stand-out artist brand
TikTok for Musicians: 0-1,000,000 Followers in 9 Months
How To Get a Job at a Label .mp4
From Hype Machine to Best New Music.mp4
Make Your 2022 Social Media Strategy in 60 mins.mp4
3 Marketing Secrets For Independent Artists.mp4
2022 Instagram Strategy For Musicians Workshop .mp4
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