The Producer Files Issue #21
Read time: 8 minutes (got a packed one for you today!)
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In this issue (#21) of The Producer Files:
ϟ Story: What happens when a brand new producer goes viral on Instagram? (2.7 Million Views)
ϟ Discussion: Are you starting to hate your clients? You're not alone and here's how to handle it
ϟ Inspiration: “Fear is a liar”
ϟ Plus our recs (recommendations) of the week!
STORY: What happens when a brand new producer goes viral on Instagram? (2.7 Million Views)
Imagine going from very little activity in your production business to blowing up overnight.
How would you feel?
To be frank, going viral on social media rarely happens to freelance music producers. It's not a strategy that we rely on, and it has only happened a handful of times throughout my years as a business advisor.
And it's one thing when it happens to a music producer who has been in the game for a while because they typically have the experience to handle the aftermath.
But what makes this case interesting is that it happened to a brand new producer who is only in their first year of business.
So, you might be thinking:
What content did he make?
What happened as a result of it going viral?
What was our advice to him?
These are the three questions that we will cover so that you yourself are prepared if this ever happens to you.
What content did he make?
A producer's journey to learning how to make great content typically happens in layers, and with each layer, they develop the most authentic way to present themselves (and attract the right opportunities).
Layer one of content creation typically starts by simply replicating what others are doing, and then using the "skyscraper method"…
The skyscraper method is when you look at someone else's content (that is working) and then brainstorm how you would make it “one foot taller” (higher production value, cooler source material, more interesting story, shorter, longer, etc.)
Our client Luke was inspired by a content-format that a few other Dark Label producers were doing, and it involves taking a popular song but remaking it in that producer's style. Simple.
The point is to showcase what the producer can do to a wider audience knowing that a smaller portion of that audience could bring relevant opportunities.
And we think this works so well because it's very sharable content.
According to this interview with the head of Instagram, the impressions vs. times shared ratio is a huge metric they use when deciding which content to push.
Luke's production aesthetic is making '80s inspired disco pop for indie artists.
That is what he started getting paid to do this past year.
So, Luke created a version of Dua Lipa's “Houdini” but in the '80s production style of Phil Collins. (I will provide a link where you can go watch it after you finish reading this)
What happened as a result of it going viral?
You may be wondering if having an Instagram Reel go viral actually does anything for you as a producer…
We asked Luke about this, and here's what happened in the first few weeks of going viral:
A few thousand dollars worth of new production inquiries right out of the gate
A personal kudos from Phil Collins's son, Nick.
Gained 10,000 new followers
Views on his other reels increased (by up to 300% in some cases)
A nice confidence boost, and his insecurity around whether or not content would work for his business has disappeared
PS - The last one is probably the most important because now he can go all in without overthinking things, and that will lead to the most long-term business growth.
So, what was our advice to him?
After this happened, we made sure to get Luke on a consulting call with the Dark Label team as soon as we could.
The first thing we wanted to check in on was his mindset and ensure that his expectations were aligned.
I've had other producers in the past have content go viral, and it actually screwed them up…
They made it their 'identity', and then every piece of content that didn't go viral was a failure to them. Most of them when on to quit entirely.
Fortunately, Luke didn't show any signs of immaturity and told us that he realizes that much of this was luck and he just wants to make the most out of this moment.
My partner Aaron Ferrucci stepped into the call and gave Luke advice on how to leverage this for a potential brand deal.
Luke used a popular AI vocal tool when creating the song in that video, and Aaron suggested he send the the video to them and open up the door for a potential partnership.
Funny timing… That same software company had actually reached out to us at Dark Label about a week before to discuss a brand deal on our YouTube Channel, so now we can just pass their info right through to Luke and make the introduction.
The second piece of advice we had for Luke was to focus on capture.
When you have a quick blast of attention, you want to capture as much of it as you can.
Many of the viewers/followers from that single piece of content won't stay engaged long-term, but there will be a percentage that does want to engage more with Luke.
We advised him to set up some sort of free download that gives people access to some of his 80s inspired sounds.
Think of this as someone just 'raising their hand' to show that they are interested in creating similar music to what Luke makes.
That way, Luke can more easily stay in touch with those who are most engaged.
Our experience shows that this can lead to more clients down the road and be used as a launch pad for digital products if/when Luke decides to go that route.
We did a similar thing during my tenure over at Make Pop Music when we launched "The Pop Box" back in 2016.
The Pop Box was a monthly subscription of pop sounds & presets that was 100% free.
We used it to promote our paid products, and people were happy to buy them since 99% of everything else was given to them at no cost.
DISCUSSION: Are you starting to hate your clients? You're not alone and here's how to handle it…
If you earn your living producing songs for clients, then maybe you've experienced what I call:
“client burnout”
(and if you haven't yet then you probably will in the future so keep reading)
All of a sudden, you find little to no joy working with the artists or companies that pay your bills...
Maybe they aren't at your level, are a pain to work with, aren't paying you enough, etc.
The first time this happens it's perplexing.
All you ever wanted (for years) was to finally get paid and earn a living as a music producer.
To be the 1% that pulls this career off, and to have everyone around you see that you actually did it.
But despite getting exactly what you wanted, this is not how you pictured it.
The first thing I want you to know is that not only is this 100% normal… I consider it a required phase that every producer goes through.
And, it's actually a good thing. (more on that later)
I deal with this situation in my consulting practice at least once per month which means our producers are ‘growing out of their shoes’ quickly.
And I'm here to stop you from doing what you're probably tempted to do right now…
“I don't like working with clients - I want to change my business model.”
That is the message our producers will typically send us when they hit this brick wall.
Now, could it be true that they need to pivot?
It could be, but I've found that 90% of the time it isn't the first path to explore.
When you are in pain, every other business model is going to look better than the one you're currently doing.
It’s called a mirage.
How do I know it’s a mirage?
Because whatever new business model they are fantasizing about, I can name 10 other clients I work with who are simultaneously unhappy with that model too.
So I'll typically ask the producer…
"If you worked with talented clients that you loved and you were getting paid well, would you still hate producing clients?"
Sometimes it is a yes. (I'll save my response to that for another time)
But, most of the time the answer is no…
They wouldn’t hate producing for clients if the clients were different.
Which means that now we have a clear problem to solve and solving new problems = growth!
(that's the good news I mentioned earlier btw)
Imagine just being in a constant state of “satisfaction” in your career. You would never grow.
And it's also just not reality.
It's important to recognize that moments like this, that make us question our entire existence, are just signals that we're ready to unlock the next level.
It gives you a chance to take a good hard look at…
how you sell and what you charge
your confidence in your abilities
where you are actively sourcing clients
Are you even sourcing your own clients? (or just taking what comes your way)
creating work that attracts a higher tier
doubling down on putting yourself out there and networking into bigger circles
All stuff that you probably know you SHOULD have been doing more of, and now you will be forced too.
Secret time: Most of my own success and growth has come from being ‘forced’ to level up. I wish I could tell you that I am just always willing to grow and change on my own, but that wouldn't be true. Being ‘forced' to level up is actually a blessing IMHO.
Remember, every producer who has ever done anything has most likely experienced this many times throughout their career.
It is normal.
I've had diamond certified and Grammy-winning producers who aren't stoked about the clients they are working with…
- Smaller artists need babysitting
- Bigger artists come with all the politics
I truly mean it when I say every producer deals with this.
So, you’ll be fine.
Focus on fixing the ship before abandoning it because there might be a lesson in there you need to learn that actually will be the key to unlocking the next level in your career.
Hope that helps!
INSPIRATION: “Fear is a liar”
Here's a quick burst of inspiration for those of you who are earlier on in your journey to making a living producing music and are scared AF:
One of our producers, Isaiah, recently shared some fears he had about getting started with his first client and here's what happened…
Recs of the week
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Recs of the week 〰️
ϟ You're probably familiar with the concept of production courses and music schools, but do you know about producer development? Pro music producers are using it to grow (and sometimes save) their careers in the post-covid era. My partner Aaron Ferrucci breaks down what true producer development really is in this video.
That's all folks! Thanks for reading The Producer Files and when you're ready, feel free to reach out to us…
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