Joe Rogan Heads for Spotify While I Head in 20 Other Directions

The overwhelming majority of the time my blog here each week is about and for the indie music community.  Today is one of those exceptions.  Sort of.  It’s Memorial Day and despite the Covid-19 crisis, people will still be more relaxed today, so, why not ease back a tad on the blog?

And the thing is, I’m surprised at how worked up so many folks seem to have gotten about the news that Joe Rogan has signed a deal that will ultimately end up with him being heard exclusively on Spotify.  Exhale.  Relax.

As someone who has been putting out a new podcast episode every week for more than six years now, sure I was interested in the story and read a handful of accounts of this big development in the industry.  But I also moved on.

It’s ironic that someone who enjoys writing has gotten such a laugh out of how many podcasters want to go out of their way to say that “The Joe Rogan Experience” will now just be considered a show and not a podcast.  I happen to refer to “Now Hear This Entertainment” routinely as both.

But the bigger issue here is the debate over what this move of the JRE to Spotify will mean for the rest of us.  And to a large extent I say, nothing.

I hope you’re receiving my weekly e-newsletter.  (Yes, I really do only send out once a week.  Imagine that – someone who doesn’t blow up your Inbox five times a week.)  If you aren’t getting it, make sure you pop your email address into the signup box on this page.  In the newsletter I have made references to “podcast discovery” and how so many folks want to analyze (ad nauseum) how listeners find podcasts to listen to.  As such, many are wondering, ‘When listeners go to Spotify to hear the JRE, will it lead them to find my podcast?!’

The answer?  I seriously doubt it.

I like to watch “The Masked Singer” on FOX.  Do you know how many shows there are on FOX?  Could I name five or even three shows on FOX other than the couple that they show ads for during commercial breaks on “The Masked Singer”?  More than likely, no.

If you’re an indie artist, do you expect people to find your music on Spotify just because, say, Taylor Swift or Bruno Mars puts out a new release and millions of people flock to go find and stream it?  Of course you don’t.  While it’s true that the tactic of getting a cover video out on YouTube as fast as you can once an A-list artist releases a new song can lead people to maybe find you that way, this is different.  What about people going directly to the JRE on Spotify is going to lead them to your podcast?

As a national speaker, one of my presentations is on 20-plus ways to promote your podcast.  I’m going to focus on the many other aspects of raising the profile of “Now Hear This Entertainment” rather than sitting down to write Joe Rogan a thank you letter and wait for the masses to start funneling over to listen to my podcast.  You might consider doing the same.

Tweet at me to @NHT_tweets on whether you agree or disagree.  Alternatively, use Facebook, LinkedIn, or even email to continue the conversation.

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I am a manager and publicist, running Now Hear This, Inc., an agency that has served clients across the U.S. ranging from music artists to authors to small businesses and even an Olympic athlete. Since February 2014 I have also hosted a weekly podcast (“Now Hear This Entertainment”), which has gotten listeners from 152 countries around the world. Find more about the company and the podcast at www.NowHearThis.biz. I am also a national speaker. Visit www.SpeakerBruceW.com for more information.

The "New Normal" is "Business as (Un)Usual"

By: Bruce Wawrzyniak

Singer, songwriter Aubryn hosts a weekly web concert

For many years I would laugh at people continuing to use the expression ‘new media’ in reference to what, in fact, really wasn’t all that new anymore.  And now, similarly, can we dispense with the repeated usage of ‘new normal,’ which has really been overdone?  For me it calls to mind a blog I wrote quite some time ago that included a reference to a lack of individuality.

So, instead of saying ‘new normal,’ I propose a shift towards ‘business unusual.’  And I’m only half kidding, by the way (which, I always like to point out, means that I’m half serious).

To the indie artist community I say, rather than looking at performing online (Facebook Live, StageIt, Instagram Live) as a temporary fix, as a Band-Aid, to get through this pandemic we’ve been in for more than two months, make that a part of your ongoing business plan.  So yes, even when the world does get back to normal – whatever that might look like.

The successful businesses are those that are able to adapt and stay current with the times.  When a challenge arises and a pivot can be made that enables the operation to carry on without experiencing more than a speed bump, any potential damage is minimized and, more so, that solopreneur or organization is looked upon as prepared, organized, and one to watch.

Nashville-based singer, songwriter, guitar player Aubryn comes to mind for me, having interviewed her twice on the weekly “Now Hear This Entertainment” podcast.  One year ago this month when she was on the show (Episode 274), I noted that she had been hosting a weekly online web concert (pictured above) for more than six years.  At that time, she had also started doing other livestreaming on Twitch and Periscope, which means she had the foresight to embrace other technology, other platforms.  She didn’t put all her eggs in, say, just Facebook Live’s basket.  (All of which helped when ConcertWindow.com shut down.)

As long as we’re going to engage in some word play, it’s being proactive rather than reactive.

Around six months ago I heard it said that ‘the music industry has LOTS of blonde haired, blue eyed, attractive female country singers, so you have to be REALLY good to be the one of them that stands out (for your music, lyrics, performance, etc.).’  Which brings us back to, how can you be original?  How you can operate in a ‘business as (un)usual’ manner?

This past weekend I was a (virtual) speaker for the Podfest Masterclass Summit.  I’m expecting to be contacted by lots (and lots) of people who are going to want to start a podcast.  That’s fine, but it’s being reactive.  Instead of being an early adopter, now, at a time when there are more than one million podcasts on iTunes (granted, only 25-35 percent of which are active), folks are realizing, “Gee, if I host a podcast, I can still be active and top of mind and position myself as a thought leader even when business slows almost to a halt during something like a pandemic, and keep reaching a big (BIG) audience.”

Spend just a minute or two doing a search online and you’ll quickly turn up that many health and medical experts are predicting the likelihood of a second wave of the coronavirus later this year.  If it does come, will you be prepared to carry on with ‘business as (un)usual’?  Whether you’re an indie musician, radio promoter, booking agent, or even a non-music industry professional, rather than looking at the glass as half empty and taking the crisis communications approach, see it as half full instead and start future proofing your business today.

Tweet at me to @NHT_Tweets with how you have stayed out in front to lead the charge rather than scramble to catch up with the pack.  Alternatively, use Facebook, LinkedIn, or even email to continue the conversation.

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I am a manager and publicist, running Now Hear This, Inc., an agency that has served clients across the U.S. ranging from music artists to authors to small businesses and even an Olympic athlete. Since February 2014 I have also hosted a weekly podcast (“Now Hear This Entertainment”), which has gotten listeners from 152 countries around the world. Find more about the company and the podcast at www.NowHearThis.biz. I am also a national speaker. Visit www.SpeakerBruceW.com for more information.

Other Ways to Make Money Besides Just Your Music

By: Bruce Wawrzyniak

It’s back to the mixing console at Crystal Blue Sound Studios for Dominick Pages this morning, as a new week begins.  His setup is a bit different from what he sits down to as the Front of House Engineer and Audio Director at New Hope United Methodist Church.

The singer, songwriter, guitar player, and recording studio owner/operator is one of many musicians around the country who have found unique and, yes, creative ways for a secondary income.  For Pages, the guest on Episodes 56 and 8 of the weekly “Now Hear This Entertainment” podcast, his work at the church seems like a natural extension of the work that he does at his studio, located in the greater Tampa Bay area.

But for others, there are some clever efforts being undertaken that aren’t so connect-the-dots-logical for additional methods to bring in some money, all of which were launched well before the coronavirus was even known.

Many performers would just think of merch as a means to supplement what they already earn from the sale of their music.  The following guys and gals, however, have thought well beyond that.

Orlando-based singer, songwriter, guitar and banjo player Bianca Leduc stays plenty busy with her sister Gabriela as the country act Diamond Dixie.  Like Dominick Pages, the two have made a pair of appearances on NHTE (Episodes 226 and 63), and the girls have made lots of music and fans.  But in her spare time, away from the chords, lyrics, and melodies, Bianca makes jewelry, which she markets through a designated Instagram account called After CoffeeCreations.

My hot drink of choice isn’t coffee, but rather, tea.  In fact, just this morning I started my day drinking a cup of Human Tribe Tea, sent to me by Roger Fisher, the founding guitarist of Rock & Roll Hall of Fame band Heart and guest on Episode 86 of NHTE.  Although he continues to churn out music, including last year’s “Heart of the Blues,” going off the page and doing something like loose leaf tea is quite commendable.  Just like creating songs, he even displayed the power of collaboration by launching the beverage initiative with someone else.  (And yes, it sure does taste good.)

Speaking of tasting good, renowned fingerstyle guitarist Muriel Anderson already draws plenty of attention for her performances on the harp guitar, as talked about on Episodes 319 and 211 of NHTE.  But launching an international cookbook last year was something that truly drew a “wow.”  It’s still undetermined if it’s a cookbook with a CD or a CD with a cookbook, but either way, as far as I’m concerned that’s a whole new way to serve up a memorable meal with a soundtrack.

Another performer known for guitar playing, NHTE 107 guest David Feder from down in the Florida Keys, takes his fingers off the guitar strings and holds brushes instead to create art, just like singer, songwriter, guitar player Hope Cassity (NHTE 258 and 13) whose creations literally come off the canvas.  The Nashville-based musician even had a Facebook post last month about combining both elements of her art, via a “live couch concert and online art show.”

And if all of these initiatives haven’t dazzled you enough, then think back to last summer’s interview with Justin Johnson (NHTE 287) who makes (and sells) guitars out of shovels that were originally intended to turn dirt (pictured at top).  That and the others mentioned above should make you realize that if you’re trying to make a career in music, whether those dreams have turned into reality or not, you can turn a nice profit by thinking outside – in some cases, way outside – the box and finding other efforts you can enjoy alongside your music making.

What are you doing that should’ve been on this list?  Tweet those at me to @NHT_tweets!

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I am a manager and publicist, running Now Hear This, Inc., an agency that has served clients across the U.S. ranging from music artists to authors to small businesses and even an Olympic athlete. Since February 2014 I have also hosted a weekly podcast (“Now Hear This Entertainment”), which has gotten listeners from 152 countries around the world. Find more about the company and the podcast at www.NowHearThis.biz. I am also a national speaker. Visit www.SpeakerBruceW.com for more information.

Congratulations Indie Artists – People ARE Listening to Your Music

By: Bruce Wawrzyniak

So much of the talk around indie artists always ends up coming back around to streaming and the royalties earned (or not earned) from such.  Am I right?  This could be just two or it could be two hundred indie artists gathered together (well, pre-coronavirus, in the case of the latter).  Or, it could be you thinking about your own music distribution and the consumption of what you put out.

Woman on train listening to
smartphone via earbuds

We hear more and more people speculating about the extent to which vinyl might (or might not) come back.  And really, it’s almost the opposite with CDs.  You just don’t really hear too many people talking about a CD they’re going to release.  (I’m being literal and talking about physical units.)  And, of course, this thought process will go from format to demand to potential income.  It’s those last two that certainly get into the psyche of an indie artist – especially the guy or gal who has committed to this being their living.

It can get lonely.  There can be times when you (gulp) ask the scary question, “Why am I even doing this?”  Or, “Does anyone even really care?”

Part of the problem is, you start comparing yourself – sometimes with no evidence – to others and you form irrational conclusions.  And, when there’s a wildcard thrown in like something such as this pandemic that we’ve been under for what you might as well call two months now, it becomes easier to believe those voices in your head.  Those unsubstantiated thoughts that you form seem to make sense to you.

I’ve had people say to me, “My podcast – nobody’s listening to it!”  When I’ve asked them, “How do you know that,” the question has been met with, “Because I don’t get any emails from listeners.”  Since podcasters are often profiled as always checking their stats, I come back with, “Well, you’re checking your stats, right?  People are downloading your podcast, right?”  And, of course, they tell me, “Yes.”  Okay, so there, people are listening to that podcast.

From the pages here on this website to the data I can see on SoundCloud to similar info I can access through iTunes (Apple Podcasts) and other apps, I know that people are listening to my weekly “Now Hear This Entertainment” podcast whether I get one email from a listener or 21 emails or no emails.

So, similarly, with music, you recording artists all have access to reports of your iTunes downloads and your Spotify numbers, for starters.  With digital distribution, you see that people are buying.  People are downloading it.  (Some of you might possibly even be monetizing it through YouTube.)  Heck, at the end of the year we all see you posting those social media graphics that Spotify makes available to report the number of streams, countries, time listened, and more.

The fact of the matter is, people are buying your music.  It might not be at the level that you want it – yet.  But, take solace in the fact that people are spending money on the songs that you are recording.  With the possible exception of the Taylor Swifts and the Maroon 5s and Ed Sheerans of the world, every artist wants and needs more downloads.  You’d be hard-pressed to find performers other than those A-listers who would say, “I’m happy plateauing where I am right now.”

So, don’t be so hard on yourself.  Don’t let the pandemic get you down and talk you into that your no good and that nobody likes or wants or buys your music.  You’re doing it, and every day that you get one more stream or download than the day before, you’re trending upward.  Keep aiming in that direction.

In our Facebook group that includes others from the music community, talk about metrics that you use for monitoring sales and consumption of your music.

I am a manager and publicist, running Now Hear This, Inc., an agency that has served clients across the U.S. ranging from music artists to authors to small businesses and even an Olympic athlete. Since February 2014 I have also hosted a weekly podcast ("Now Hear This Entertainment"), which has gotten listeners from 152 countries around the world. Find more about the company and the podcast at www.NowHearThis.biz. I am also a national speaker. Visit www.SpeakerBruceW.com for more information.