Friday, January 19, 2018

Let's extinct the dinosaurs

I see the shift very close now. Specially on this high profile event. The smaller events this will never happen.

I bumped into an old guy. One I before really looked upon, a bit like a hero. I always thought he was a key to be able to break artists. Over the years I have seen thou that the names he has is more of pure luck. He is famous for old work. In reality of today he stands the same chance as an intern at our place to break something.

I always speak with me, but I guess still see me as a small player. The players he looks into are the dinosaur era.

But he try to get info from me. So he asked for a event also done by dinosaurs. In his eyes cool. Usually I would be saying nice things just to keep him happy. But you know what? It's time to extinct the dinosaurs. So told him what really was going on.

He became very pale. You could see that he relized once more he was not in the winning team. And it feels great to put these old farts on the retirement home where they belong.

An hour later a really new innovative festival came up and gave me very much credit for my work with the new development. I got a receipt that I'm totally part of the new stuff.

Thursday, January 18, 2018

Here is how you get all Spotify:s playlists

I would guess this is the most popular question I get. How do I get into Spotifys playlists? It seems so hard!

It's really not that hard. On average 80% of my releases get placed the first week by Spotify staff. They are really supportive of new music. So if you present it in the right way and with something interesting facts you have a pretty good chance. No I won't go into how that is done, and it doesn't matter, not in the long run.

In reality Spotify is build to lit up when fans are passionate and listening to a song. Getting on their own human created playlists like new music friday is more to get the song tested and that can be dangerous. The people that are on these lists maybe is not the audience that would support this track. In reality these tests only will give you around 10 000 streams and you take quite a risk to get bad rating.

Yes to understand Spotify you have to get that they measure everything. They take notes how people are reacting and if it's positive they present the song to more people. This however is done by algorithms so there is no one to call up and ask for the favour.

The best way is to get real people to listen to the song and like it and listen some more.

It's actually the same with radio back in the days. Their problem was that they can't measure the audience reaction. Yes of course if 100 people start to call the station asking for one song because it's so good they would know. Radio is more built on what the person build the playlist thinks.

Also back in the days people asked to be on rotation on all radiostations at once. Then thy would have a massive hit. That is very rare. If not possible. The stations have different audience called formats. So if one station would play a song, that would indicate to another station not to play that song. A crossover hit on all stations is kind of utopian.

Same when you think of Spotify. Their lists are generated on the listeners choice of the moment. A listener would choose on list for the jogging and another for the romantic dinner. You song won't fit on both. In Spotifys case it's very fine line between the lists so the chances are slimmer to get on everyone.

Of course both radio and Spotify will test out things that has worked before. A new U2 song will be tested on more places since they have a large audience that likes them. So more fame will affect.

Still what they really seek is things that people like. If a radio station would get hundreds of people asking to hear one song, yes they will put it on. Same on Spotify if they see that people reacts good on a song they put it on lists.

What you have to do is getting people to like your song. Get them to put it in their own playlists and listen to it much and talk about it. The promotion should be aimed and done that way. No, its not easy, but clearly the best way.

Of course it would be wonderful if Spotify put your song into 100 playlists so people can hear it. The problem is that it would come in so much music that people would stop listening since the majority of the music wouldn't attract them. Spotify is there for the audience in the first line.

Wednesday, January 17, 2018


I'm out again traveling. Now I'm on a train from Amsterdam to Groningen in the Neatherlands. With my job you travel all the time and I'm amazed that everything really works out.

I know people that has travel fever for weeks before a trip. Even if it is with a travel company in a group. The one thing there they transport you around like cattle and won't let you do any mistakes. Still they need to know everything. Small things that in the end will solve by it self. For example how to find the bus from the airport. Sometimes it's so severe that they really want a map for just that.

It's a bit the same when you develop artists. First time you send them to a gig abroad they need to know everything. Of course this is the first time and you are nervous.

This time I'm out with the Magnettes. And they are really experienced. They know most things will be solved and they know how to solve an issue.

There are people that always has that travel fear and never evolves. The ones that loves the stage but hate the travel.

Right now I find the travel and meetings really exciting. I guess I have the best job in the world.

Tuesday, January 16, 2018

It's now, do not wait!

One of the worst things to do is to sit down and do nothing. I know that the record label doesn't want you to release things while they are preparing the next single or album. Don't hang up on that do other things. Do more gigs with your old songs.
Then if they say that you should do no gigs for some reasons (this is the silliest excuse, it is usually that they can't deliver) still you can do things like blog posts, going hard on social media, take new photos.

There are reasons why they want to wait. Some are real reasons some are just that they want to have control. But don't wait for everything there is always ways to always work your fanbase.

If you sit down through the momentum is slowed down. I know release things is the easiest way to get eyes on you. Still, you have the job before this. If a release should be successful you can't hie everything and then one day just jump out from the closet screaming it's here now. You have to work up an expectation with the audience to be able to jump out from the closet.

One warning I have to give though. You have to move all the time. It's a marathon not a 100 meters race.

In the end, it's always something to do. Sitting still and waiting is getting you nowhere.

Monday, January 15, 2018

There is no point of cheating!

When I explain all the steps you have to do to get to certain point in your career, they just stare at you. Then they say "I can't do all that it won't work out". Then they come with "Is there a quicker way, a shortcut".

No there is no shortcut. You can take off things you should do, but that only ends up that things are lacking. One of the more common believes is that money would solve the problem with the gaps in the career. That you invest more in the parts you are really doing. I had that thought as well but when I tested it never worked out. It's like you can see when a  thing is fake.

One of the more obvious things is interviews. The artist that does all the stuff in the way of a career will learn on the way to make good interviews. It's a trial and error thing. If you cheat and jump these steps you have to pay a media consultant to teach you to do interviews. But even that becomes kind of not good. There is no story!

It's like I said before it's all about the story. The cheating artist jumps in the story so it is just one topic. The artist that take all steps has a lot of things to talk about and it becomes natural to bring views up in an interview for example.

Now I can just hear people say "what is cheating". It's a lot of things. For example, you buy a lot streams from some source. Yes, your streams will be up but since they re not real people listening, in the end, it will jump up and bite you. Normally a lot of streams comes that you are entering different circles and that comes with good stories.

Another cheat is to enter a big competition like Eurovision song contest. It's not really cheating, but if you are a new artist you jump too many steps to handle it after the competition. In reality, your only story is that you have been in the competition.

Also getting a number one hit can be cheating. The thing goes to fast and in the end, it's easy to just become a one hit wonder. It's the same mechanism you jump steps that you have to take since you are in a hurry.

So should you always slow down? No, you should do everything. And to do that it will take time. Slow down is another thing that kills your career. That is tomorrows blog post.

Friday, January 12, 2018

I hate phone persons!

I was discussing the other week if mail or facebook was best to contact people. And I got some answers that older people liked mail but younger people preferred Facebook. In my case, I don't care I'm equally good on both. What I really hate is when they use this to make a phone call. They are the biggest time thieves. You get a message saying "call me". And when you call them up they have a question that they could have asked in the message. For example, "how many streams did we have last year", for me to get that answer I have to get into the statistics and check. So I have to tell the person to hang up so I can log in and find that out. Much easier just asked that question and got the answer in the message.

The phone person also then demands me to call back the answer, mainly because it is a phone person. Then comes the really annoying part. Phone people always ask the second question later. So the question would be "Oh how many of these streams are from Apple". Now I have to hang up again and take on that fact. Yes, in this case, I might have the page open, but the question is usually that I have to find the information. The worst part is that the information is actually on the same page that this person would find it. They often have a login seeing the exact same things I do.

Also, they come with the saying "oh while I speak to you, on this matter bla bla" suddenly they have other questions and the whole thing become a full damn investigation and when you call back you forget half the info they wanted.

There is also another reason why I really hate phone persons. There is no evidence. You can say to a phone person several times "the streams on Apple was 50 000". Later on, when something has fucked up and the person suddenly thinks it's 1 million streams they will claim that you have told them a million streams in the phone. This is uallay just becuse they hear what they want to hear. In a message, it's pretty clear if it says 50 000 or a million. And phone people hates when you can prove such things.

So if you really want to get me pissed, just leave a message saying "call me".

The best is actually to meet in person but that includes so much practical social etiquette that is proven that meetings are not getting things done.

Thursday, January 11, 2018

My good working artists.

So much work right now I don't have time to make another Vlog. I hope to make it up in the next weeks. At least I got out a blog post.

Right now we are doing so many things and have a release each Friday until the middle of February. And all our hard-working artists are getting in new stuff at a fast speed that we can't really keep up with all news that is going out.

A luxury problem for sure. But glad that my team of artists right now is doing very well and we have reached some kind of job feed where everything goes smooth.

I guess my tip today is to write about that it takes time before you get a good working flow with a new artist. It's always kind of rocky road when you bring in a new artist. It takes around three releases until you really know what to expect and knows everybody's different job tasks.

I think the mistake both parties do is that you have to high expectations and you assume that the other part is doing things or you wait for them to do things and in that miscommunication, you split ways. Most artists we lose is usually quite early. Sometimes we are not the right team, but I think it often has to do that it's more the communication or expectation that fails. Someone you have worked a long time with you has a bigger understanding when they don't do some things. It's you have a bigger excuse value to hold on to.