Despite what a lot of people think, this is the best time to

be in the music industry. There are endless ways to find

and connect with your ideal audience of fans who love your
music. When you get this right, your music can bring you
financial freedom that allows you to keep making music! This
training will outline that path for you, and I’ll be here to help
you along the way. Let’s get started!
IN THIS TRAINING WE WILL COVER

1
ARTIST IDENTITY
INFRASTRUCTURE
Quality Music
Microniche
Social Media + Free Traffic
Culture
Branding
Launching Music Online

2
FAN GENERATION
MACHINE
Paid Traffic + Facebook Ads
Retargeting
Email Marketing
Copywriting
1 ARTIST IDENTITY INFRASTRUCTURE

QUALITY MUSIC
The very first thing you need is quality ____________.
Without this, we’re not going to make it very far!
We are not going to act like we’re a big ____________ ____________.
Our approach is a grassroots ____________, which requires high
quality music.

MICRONICHE
The second piece you need is a ____________ ____________.
You can either be a ____________ ____________ in a big pond,
or THE ____________ ____________ in a small pond.
The internet, Spotify, YouTube is a giant ocean with tons of other
fish (your competition). It’s much easier to be successful with a
very specific group of high quality fans.

With a “Microniche,” you have to ask yourself - what is your __________?

It’s probably something that sets you apart.

Example: My top/umbrella genre is Metal, then Symphonic Metal

digs deeper, and then Female Fronted Metal digs even deeper, then
it’s Celtic/Folk Metal. Celtic/Folk Metal is my Microniche.

The key is to not be too broad, but don’t be so specific that it doesn’t
____________. Pick one genre, and stick with it. Apple started with one
product, and they didn’t expand for years until they were successful
with one.
SOCIAL MEDIA + FREE TRAFFIC
The next part of a sustainable musician is the ability to leverage
____________ media and free ____________. If you master this, you
WILL get results.

If you don’t master social media and free traffic, you will not get
results from PAID traffic. The entire goal of social media is to build
____________ and ____________ around your music.

Social media must entertain, inspire, or ____________ your audience.

CULTURE
It is imperative that you learn how to build a culture around your
micro ____________.

Figuring out your culture is a series of test and experiments to

figure out what works for your audience.
BRANDING
Branding is not your ____________. Branding is who you are and your
music itself.

Your music, microniche, social media posts, album cover art, etc.
must be congruent!

Your audience needs to know that everything is the same person.

Make sure there is a theme going on between everything that
makes up the experience for your audience.

LAUNCHING MUSIC ONLINE

You need to understandhow to ____________ your music online. If
you don’t have an ____________ to launch your album to, ____________
will happen.

Don’t rely on hope marketing tactics like simply uploading your

music to the internet and hoping people will find you. Real
marketing is ____________, repeatable, and ____________. You can even
relaunch your old music!
2 FAN GENERATION + ENGAGEMENT

THIS IS THE PROMISE LAND FOR MUSICIANS

IN THIS DIGITAL AGE. THIS IS SUCCESS.
At this stage ____________ fans are finding you! You know you have
superfans when they’re communicating in all caps, exclamation
marks, they ____________ your music, they give you five star reviews.

I have a machine turned on for my music career that locates and

attracts ____________.
A superfandiscovers you and practically within the same day
buys your music and writes you to express their excitement and
appreciation.

If you can sell ____________ worth of music items to ____________ fans,

you’ll be making $100,000 per year! It’s not that hard to do when
you consider your music sales, merchandise, concert sales, fan
clubs, etc.

PAID TRAFFIC + FACEBOOK ADS

The first piece of the machine is ____________ traffic. This includes
press releases, Google ads, YouTube ads, etc.Facebook ads deserve
its own category because of how power they are. It’s a BIG part of
this machine. They work amazingly well because I’ve mastered the
Artist Identity Infrastructure. It’s very important to do your research
FIRST so your Facebook ads are super targeted and are reaching
the perfect audience that is MOST likely to contain your future
superfans!
 RETARGETING
An advanced marketing strategy that you can use on Facebook is
____________. It’s like when you’re looking at an item on Amazon,
then you see the same item show up on your Facebook feed.

An example of using Retargeting: you can post a video for your

fans on Facebook, then Facebook will automatically track who
watches more than three seconds of the video. You can then show
a different ad to that audience which allows them to further engage
with your music.

EMAIL MARKETING
Another BIG one is ____________ marketing. Another way to think of
this is relationship marketing. If you have an email list of fans, you
have an asset worth real money!You can upload a list of your email
contacts to ____________ and show an ad to those people.

COPYWRITING
A very key component to making the machine work is ____________.
Copywriting is the art and science of the written word to motivate people
to take an action. It’s the headline you use in your press release, the
paragraph text in an ad, orany words you post in social media. It’s
EVERYWHERE! This is a skill that most people don’t know how to do.
Copywriting is a SKILL that can be learned and developed. You are going
to learn how to communicate with your fans and your audience in a way
that increases engagement and develops superfans.
HERE ARE YOUR NEXT STEPS
I want to help you take the next step in your journey, regardless of
where you’re starting. Whether you’re just starting out and need to
work on your Artist Identity Structure or you’re more advanced and
ready for the Fan Generation Machine, I’d love to be your coach.

Send me a message right now and let me know where you are at and
what you need help with so I can best support you.

XOX, Leah McHenry

Sa vv y Musician Academy