November Update

Wow, the last few weeks have been extremely hectic. 

The good kind of hectic.

To summarize:

1) We launched the music video for “The Candyman” on October 27. I will post a thorough analysis of what that was like in the next few days.

2) We’ve tried a few different marketing channels to get The Mustache Club known out there. Essentially, we now know what works and what doesn't. That's a major win.

3) We’re in pre-order mode for 7 inches of bliss until November 15. So far, the pre-launch has been very positive and we've moved 20% of our copies. That provides the drive to continue.

4) We’re getting some attention: http://listenwithmonger.blogspot.co.uk/2014/10/pantaloon-descendo-single-review.html

All in all, the last few weeks were very interesting. I'm extremely eager for the ones to come!

Creating a promo campaign for The Candyman video

Due to the recent spike in visits and interest sparked by unexpected attention on /r/vinyl due to this post, I had to improvise a lot. I wasn’t ready to take orders for Pantaloon Descendo's upcoming 7-inch EP, I was even further away from releasing it.

So, I had to rush everything and figure things out on the fly: I need to capitalize on this surge otherwise I'm going to miss out on this opportunity.

As a result:

• The official release date for 7 inches of bliss has been set for November 15, 2014.
• In order to support the release, The Mustache Club will be releasing the music video for The Candyman, a song featured on 7 inches of bliss. This has been set for October 27, 2014. 

Because the video will be released so damn soon (10 days from now) -- and I tend to be kind of clueless when it comes down to marketing my own art -- I had to figure shit out reeeeallllyy quickly… So many questions…

• How would I get organic engagement?
• Would I annoy the crap out of my friends and family asking them to share the video on social media the release day? I always hate it when people I haven’t talked to in years try to do that.
• Would I go for paid advertising? That can be a bit overwhelming when your advertising budget isn't super high...

In the end, this is what I ended up going for:

In order to figure shit out, I went on /r/WeAreTheMusicMakers and asked the following question: Bands/Artists who tried paid advertising through Facebook, what was the experience like?

I’m extremely grateful for everyone who took the time to answer me back, it really allowed me to figure out what I need to do. The feedback went from “Waste of time and money” to “It really works well if you do it properly”

I understand some people's campaigns didn't work properly. But I feel like maybe the value they provided didn't

Based on redditors’ comments, I was able to identify these few key points:

• Do not fish for likes.
• Targeting is key: interests, location. Not doing so will attract click-farms and devalue your Facebook page’s worth. 
• Creating engaging posts 
• Testing over a few days helps understanding/identifying what variables work and which ones don't
• “Boosting” posts (paying to make Facebook push your post to more of your organic “fans”, since it automatically ) is what works the best, as long as it provides good value. Ads and “sponsored posts” do not work as much
• “Boosting” to “friends and family” instead of targeting people by interest/location provides engagement through peer validation

As a result, I will run different campaigns over 5 days that will help me identify what works best (if it ends up working at all) for all future releases.

The last few days have been extremely intense, everything is moving at lightning speed. 

But it’s very exciting!

Always be ready for a sale - I wasn't

Yesterday, I blogged about the economics of producing a DIY vinyl sleeve for Pantaloon Descendo’s “7 inches of bliss” and posted it on reddit in the /r/vinyl subreddit.

To my surprise, the post did really good and was upvoted way more than I thought it would. That means the post gained traction and went up in visibility on reddit, driving good amounts of traffic to this blog.

To put you in context: before I published the post on DIY vinly sleeve economics, I had 187 pageviews total for this blog. After I posted it on reddit, this is what happened:

You can see a spike. 

That's definitely a spike.

At the moment of writing this current post (24 hours after the article on DIY economics), it had been viewed 2137 times (so far). To a lot of well-established bloggers, this is nothing. But for me, this means worlds. 

It's been viewed way more than any of my previous posts:

In all honesty, when I posted on reddit, I wasn't trying to make a sale. 

My aim was simply to provide information on the mechanics and costs involved; if other people can learn from my experience, I thought it could help them.

However, I was not ready for people to actually be interested in ordering copies. The release date isn’t set for at least another 2 months. I just thought it would be cool to showcase the product and provide some metrics. 

Man, I wasn't ready for that.

In fact, the web store isn’t even ready yet; the simple option of ordering through a few clicks is not even functional yet. 

That’s dumb, I know. I should’ve been ready. I wasn’t.

But then again, surprise customer interest is a good problem to have.

I had to come up with a solution.

I offered interested people to e-mail me at The Mustache Club's email address, which would then allow me to invoice them via PayPal. Thankfully, my PayPal account was already set up.

Or so I thought.

After I created my first PayPal invoice, it asked me to confirm my e-mail address: can't send the invoice yet.

Crap!

I don't have access to my The Mustache Club e-mail account at work; I will have to wait until tonight to confirm my PayPal account. 

Re-crap!

I hate to make people wait.

Re-re-crap!

That will be a valuable lesson: always, always, always, always, always, always, always, always be ready for a sale.

***

As a way to counterbalance the fact that the ordering process was a little bumpy, I decided to mail advance copies to all redditors who order by Friday. Instead of asking customers to wait until it's actually released in 2 months, I thought it would be a nice gesture to send it now.

7 inches of bliss – The economics of DIY vinyl

I’m currently working on the release strategy for Pantaloon Descendo's “7 inches of bliss”, which I will be laying out here sometime in the next few days.

It's taking a bit longer than anticipated to come up with all the details, because I'm freaking clueless when it comes to music marketing.

Uhm, how do you marketing?!?

While I’m ironing out the details for the marketing strategy, I thought it would be interesting to explain some details on the production of the sleeve for “7 inches of bliss”.

Honestly, the initial decision to draw all of them by hand was a cost-cutting measure. Pressing 100 7-inch vinyls with printed sleeves would have cost $1,500. On the other hand, printing them with blank chipboard sleeves (solid brown-ish cardboard sleeves) was $1,300.

So, according to my initial calculations, if I were to draw them myself, I’d actually save $200.

Turns out, drawing them was quite an endeavour. In pure DIY style, this is what it entailed:

FRONT SIDE:

1) Write out “Pantaloon Descendo” in a stylish way (7 minutes)
2) Draw the stickman (3 minutes)
3) Color the stickman’s face (1 minute)
4) Draw the stickman’s face (1 minute)
5) Color the rainbow (7 pencil changes:  4 minutes)
6) Write “7 inches of bliss” (2 minutes)
7) Add all the little metallic-colored sperm (2 minutes)
Total time for the front side: 20 minutes

BACK SIDE:

1) Draw 3x big sperms (3 minutes)
2) Lettering track list and numbering (4 minutes)
3) Contouring 3x big sperm (2 minutes)
4) draw all additional colored sperm (2 minutes)
Total time for the back side: 11 minutes

Total time per copy: +/-30 minutes.

30 minutes for 100 copies equals 50 hours.

So, it took me 50 hours to save $200. 

Was it really worth it? 

Based on time alone, every hour worked on it saved me $4.

But that’s not all there is to it. Let’s add the cost of the art material I had to purchase:

- it took me roughly 20 archival pens, ($2,50 each). Chipboard is really rough and ate through the archival pens’ tip very early.

- three white pencils ($1 each) to colour the face. 

- 7 coloured pencils for the rainbow ($1,50 each)
- 5 metallic pens to draw the sperms on the rainbow ($3 each)

Total art cost: $78.50

So, if we factor that in, I saved $2.43 per hour (or $1.215 per copy) since I was able to produce 2 copies per hour.

All in all, it took me 50 hours to save $121.50; not exactly a sound investment, because it means I worked at an hourly rate of $2.43. My day job pays waaaay more than that.

But…

The sleeves look fucking amazing!

Given the amount of time versus the money I saved… Would I do it again?

The answer is a reluctant yes, only because it looks really really good.

The product: 7 inches of bliss

I realize I’ve been talking about building marketing strategies and release plans, but I haven’t exactly explained what the product will be.

That would probably be quite helpful; it would definitely help you understand what I’m attempting as a label.

So…

The release I’m currently gearing up for is “7 Inches of Bliss” by Pantaloon Descendo.

“7 inches of bliss”, because it’s on 7-inch vinyl, but also because it refers to … uhm… the male apparatus. So, there’s a cool double-entendre there which I consider to be rather novel; I've decided to exploit this in the artwork:

It’s a short release: only 3 songs. Funny light-hearted songs. And there will only be 100 copies, all of them hand-drawn, hand-coloured and hand-numbered in order to increase collector appeal. It was a painstakingly long operation involving drawing 100 copies, colouring 100 copies, hand-writing 100 copies. It took me countless hours to get it done. Months. MONTHS!!!

In order to help promote the release, The Mustache Club will be releasing two official music videos.

I already shot and edited both of them, I’m just waiting to build my promotional plan for the release and for the music videos before I roll them out.

Essentially, until it’s released, all promotional initiatives described in this blog refer to “7 inches of bliss”.

The Mustache Club, Phase 1 : Customized vinyl

The music industry is in shambles. 

I know that. You know that. Everybody knows that!

Why purchase a CD when you can get the mp3 for free? 

That’s the dilemma the industry is facing.

So, what's the answer?

I don't claim to have THE answer. But I have one that works for me.

I like to think in today’s world, one thing that makes a release valuable is its packaging; how unique the presentation is.

As I’m establishing The Mustache Club as a label, I could completely bypass physical releases and go for strictly-mp3 releases.

But I’m still attached to physical releases; I still enjoy them. There’s something sensual when you hold a release from an artist you enjoy. There’s something more engaging about holding an album versus downloading an album in two clicks.

My solution: customized vinyl

For The Mustache Club's first release, I decided to go with a vinyl release.

Vinyls look great.

I only printed 100 copies because, let’s be honest, Pantaloon Descendo is a no name band. And 100 copies is the lowest amount of copies I could print.

However, with the 100 copy limitation, an opportunity arose: the amount is low enough to allow for customization. Instead of having 100 jackets pressed, I decided to order 100 blank jackets and hand-draw all of them. 

To make it more of a “collector’s item”. To make every single copy unique.

So, that's why the intial release on The Mustache Club will be Pantaloon Descendo’s recording debut on vinyl:100 hand-drawn and hand-numbered 7-inch vinyls.