If you start to see your brand as a giant cake and not just a slice; you will begin to understand how to feed people your content. Every slice, feeds a different part of the audience.
You can follow my catalogue way back, but the statistics will show that â€˜Between the Linesâ€™ has been my biggest â€˜hitâ€™ to date (over 7 million streams). When I released the album last year, I thought yes, I have created a body of work. But, people gravitated to one part in particular â€” the 3:45 minute classic love story of, boy meets girl, girl already has boy and then theyâ€™re entwined in a seductive, yet potentially catastrophic â€œoh fuck, what are we doing?â€ dance. Relatable? Yes. Did I see it coming? No. But I watched the numbers and they didnâ€™t lie (side note â€” I donâ€™t buy my numbers). Next move? Make a video. Win awards for said video and the knock-on effect; People are now listening to other Jase Harley work. The grand total so far is 15 million streams.
What worked? I already had my BMI, ASCAP, Tune Core and Sound Exchange set up. So, the new love Iâ€™ve been receiving, has now translated to new love, for old material. Iâ€™m also not banking on one song. I am embarking upon the release of my next album. When did I start working on that? Before I released the last one.
Weâ€™ve all heard the term â€˜creating contentâ€™. Thatâ€™s the slices. Creating micro content? Thatâ€™s when someone says, I canâ€™t eat a whole slice, just give me a slither. Understand that peopleâ€™s intake varies. Get â€˜behind the scenesâ€™ for YouTube, take one line from a whole verse and create a meme for Instagram â€” use micro content to drive traffic to the bakery that creates the cake, that then cuts up the slices. Iâ€™m not making a living off my art because one song hit home for people, Iâ€™m making a living because that one brick is one of many, in an entire empire of work.
You know what really, really works though? I own the bakeryâ€¦ I produce the beats, I rap my rhymes and I master my mixes. This means my revenue ends up belonging 90% to me. There is the percentage awarded to features but if I didnâ€™t learn how to weigh my own ingredients, use my own oven and ice my own cake â€” Iâ€™d owe other people more than I would make myself.
Do your own baking (and banking), make sacrifices â€” eventually youâ€™ll have your cake and be able to eat it too.