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Are we still avoiding Spotify?
December 15, 2018
8:45 pm
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August 5, 2017
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Hey John, quick question. I noticed that a couple high-profile MMM students seem to be keeping their music on Spotify. Of note are The Empty Pockets and Elm Treason, there might be more I haven't noticed yet. I reached out to Josh Solomon about that, and he said, "I've found it doesn't make any difference whatsoever. We aren't selling access to our music, we're selling a relationship."

I get that Josh does his own thing in many ways, but if I understand correctly, Elm Treason are managed under DTFI, correct? So I was surprised to find that their music is on Spotify. Has there been an update to your view that it adversely affects sales? 

December 18, 2018
3:08 pm
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Hey Kevin,

While I absolutely respect Josh's perspective, I have found that it absolutely does have an impact. It doesn't kill sales altogether, but it hurts them. I have seen sales fall off when an album goes up to Spotify, and then pick back up once removed. However, it does seem to happen more with certain demographics. The younger the audience, the more it seems to hurt. In the case of the Empty Pockets, they do a lot of their lead generation through a free physical album, which has a very high perceived value compared to a digital download. So I suspect that is why it doesn't impact them.

To my knowledge Elm Treason does not have their current album listed on Spotify. But it's possible they have done something I am not aware of. But I was not able to find it.

Also keep in mind, DTFI does not manage anyone. We are simply a marketing agency that creates and manages MMM style funnels. Artists differ in terms of what they need and want. It's important to remember that the MMM framework is very flexible. Fundamentally, you are just driving traffic, building an audience, then monetizing your relationship with that audience. It does not matter if you do this with free downloads, free albums, or whether your music is on Spotify or not. All that matters is that your subscriber value is greater than your subscriber acquisition costs, and there are many ways you can slide that scale.

Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.

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