This is part 1 of a 2 part article I wrote strictly based on my professional experience producing and engineering and managing artists. Since 2006, I’ve been involved as a key member in several music groups, labels, and production teams that despite all their potential to achieve greatness, fail and fall apart, often at critical moments.
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Entries in failure (3)
Don’t let the memory of a past experience hold you back or prevent you from trying again.
Everyone experiences failures. It’s a part of life.
The important thing is to learn from the things that didn’t work out for you. Take a step back from your failed attempts and try to remove your emotions from the situation. I realize how hard this is, but try to look at things analytically.
If the same thing were to happen to someone else, what advice would you give them? When you take a subjective look at the situation, be honest with yourself and ask, Why? What was missing? What could have been done differently?
For a developing artist, failed attempts are often the norm rather than the exception. In Canada, the first thing that jumps to mind is funding and grant application rejections from our government’s cultural organizations (FACTOR, BC Music, Alberta Music, SaskMusic, Manitoba Music, etc.). It can be a real drag to find out that your application was rejected. Especially after you spent so much time creating the “perfect” marketing plan… and you even printed it on pretty paper too!
There’s no lack of things to get you down when you live the life of an artist. Heartbreaking and frustrating things surround you (if you let them). Let downs such as your songs being rejected by radio programmers, promoters not accepting your band to play in their venue, being denied a slot on a festival, agents turning you down, managers saying you’re not ready for them, and of course… empty venues.
As with most folks who work in the tech business, I think it’s important to celebrate failures — they often teach us more than success. As such, I wanted to share a few Facebook Ads campaigns I experimented with and why they didn’t work.
The question I wanted to answer after the almost-too-easy success with the All Smiles campaign was “How easy is it to convert fans of related (but not directly tied) artists from Facebook Ads?”
Answer: Not easy.
I set out to target three groups of fans with free downloads from A B & The Sea: Jukebox The Ghost (with whom they were touring), Katy Perry (whose song they covered), and Beach Boys (to whom they sound most similar). I set up Facebook ads driving to dedicated landing pages (eg - http://abandthesea.net/jukebox/) with unique Topspin widgets on each so I could track conversion data at a granular level. Here’s how each campaign broke down:
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(Updated Sept 29, 2014)