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How I budget an album campaign, one decision at a time: what each line is for, who it reaches, what fans can buy that week, how much goes where, how…

Put the singles, emails, ads, store offers and the final pre-order cutoff on one calendar, so the album builds for listeners and buyers at the same…

Put the singles, emails, ads, store offers and the final pre-order cutoff on one calendar, so the album builds for listeners and buyers at the same…

Before announcing the first single, invite fans who already engage with the artist to join the email list. A teaser post and a short DM flow give you…

A band's email should sound like the people making the music. Real list and store numbers from The Band of Heathens, the welcome email we used for…

How we launched a co-headline album from Hayes Carll and The Band of Heathens: an artist-owned Shopify site, video ads, Spotify campaigns, and a…

The last chance to pre-order email and the ads that run with it are the biggest sales push of a release. Then release day turns to listening. Here is…

The case history of The Band of Heathens’ Patreon launch in 2021, what it does and doesn’t show, and the plan I’d propose to a band launching one now.

Real pre-order tiers and shipping cutoffs from album campaigns we ran, and how to build bundles that give fans a clear reason to spend more.

I build release pages on the artist's own website, with the video, the store, every listen link, a signup and the merch in one place. Here is the…

Run every show as its own campaign with its own budget and deadline. Here's how we budgeted shows from 2015 to 2024, and the 30/25/5-day schedule from…

A follow gives fans another way to hear your next release, because Spotify puts new music from artists they follow in their Release Radar. Here’s the…

Standard HubSpot setups don’t cut it for complex insurance workflows. Here’s how a customized implementation can unlock speed, visibility, and…

An eight-part guide to selling music and merch online, from a Facebook shop and Spotify to email, ads and the brand that keeps fans buying.

How to earn from the fans you already have: the 1,000 true fans idea, Patreon tiers, limited merch drops and design fans want to keep.

Selling to the same fans again: segments, subscriptions, loyalty points, email sequences and bundles, then using your fans to find more like them.

Organic reach keeps shrinking. How to run Performance Max and Meta ads for a release, from the pre-sale to the last-minute push.

Conversion rate optimization for a band’s merch store: find where fans leave, test a fix, and make checkout and mobile easy.

Email reaches fans without an algorithm in the way. What to set up first, what your first emails should say, and which ones to automate.

Google Merchant Center puts your merch, albums and tickets in front of fans who search for you. How to set it up and which store platforms work with…

Spotify lets you sell merch on your artist profile through Shopify. How to connect it, what to feature, and when fans click most.

How to set up a Facebook Commerce Shop for your music and merch, step by step, and why the same shop shows up on Instagram.