SCHOOL OF DEEP CUTS
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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

[RESOURCE] Music Video Call Sheet

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