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The One Thing

Tom DuPree III

One high-leverage idea to scale your audience (and your business). Delivered every Tuesday.

Featured Post

Get more listeners to your music without spending more money

Understanding the overlap between your song and your audience is the key to successfully marketing your music. It’s easy to think we can improve our marketing by simply improving statistics and numbers. I know I certainly fall into this trap from time to time. It’s also easy to think that if we throw more money at it, we’ll get more results, but this isn’t always the case either. Promoting our work is about more than how much we spend, CPM, or click-through rates. It’s about connecting with...

3 days ago • 4 min read

Three of the most effective places for artists to monetize their music are also the three best places to promote it. Succeeding as an independent artist is a delicate balance of marketing your work, serving your fans, and earning money. Because it’s tough to balance everything as a team of one (or only a few), it makes sense to double down on the things that can check more than one box for us. Especially when we’re just getting started. The beauty of music streaming, selling merch, and...

10 days ago • 3 min read

Where we choose to advertise makes a significant difference in the performance of our ads. If we go too tight, we might experience a much higher cost per result (and fewer overall results for our ad spend) than we want to see. If we go too broad, we might waste our money on results that don’t really count for much in the long run. That whole “if your audience is everyone, your audience is no one” thing. So how should we think about country targeting when it comes to sending traffic to Spotify...

17 days ago • 5 min read

Music marketing is about so much more than playlisting vs. advertising. And certainly about more than just creating content and getting streams. It’s about connecting with others and creating a fulfilling path to earn our freedom and a life of meaning through art. Too much emphasis is put on the mechanics of marketing, while not enough is put on why we do the things we do. Why do we release music? Why do we post content? Why do we run ads? Why wouldn’t we do those things? Well, we’re going to...

24 days ago • 4 min read

Poor marketing, bad music, and lack of talent aren’t the real dream killers for most independent artists. It’s quitting. It’s refusing to learn and adjust. It’s starting and stopping over and over, eliminating any hope that our efforts might compound over time. Being a musician is tough business. It takes an almost insane level of self-belief and discipline to succeed. But guess what? That’s the case for anything worth pursuing. The difficulty of succeeding as an artist is a shared experience...

about 1 month ago • 3 min read

Meta is constantly introducing new updates to its ad platform that are designed to make our lives easier. But as you and I both know, easier doesn’t always mean better. Recently, the platform has been introducing more and more of what it refers to as “Advantage” options. These features are meant to simplify the process of creating ad campaigns so the system can work for us, doing what it does best while leaving us with less of the process to worry about. However, having tested these options,...

about 1 month ago • 4 min read

Did you know you can use a single ad campaign to automate your audience growth across DSPs? With over half a billion average monthly users, Spotify is a juggernaut in the world of music streaming services. But there are a slew of other options out there, and artists don’t have to market their music to just one. No doubt, Spotify is worth prioritizing, but using Meta’s ad platform, we can grow on Spotify, Apple Music, YouTube Music, and more, all within one ad campaign. Here’s how it’s done....

about 2 months ago • 3 min read

Every artist should utilize the three pillars of digital marketing: organic content, advertising, and email. The problem is that most artists get stuck either creating content or running ads and never move beyond that. And they almost always leave out email altogether. Each of these avenues has its own unique benefits, but the trifecta of success lies in utilizing all three. So here’s a five-step sequence to implement content, ads, and email into your music marketing strategy. The right way....

about 2 months ago • 3 min read

I am a firm believer that advertising on Instagram is the most effective way for artists to grow on Spotify using paid ads. This, despite the fact that Spotify has its own, native ad platform. Due to my belief in (and experience with) the efficacy of Instagram ads, I’ve never run a campaign of my own within Spotify’s ad studio, but this hasn’t stopped me from seeing a lot of data from artists who have advertised there. And none of the results have been good. Ever. However, as someone who...

about 2 months ago • 4 min read

“How do I make money from music?” It’s a question I’ve gotten more times than I can count. And as someone who has spent the better part of two decades in the music business, it’s a question I’m certainly qualified to answer. Many independent artists focus on turning streaming into their sole source of income, but in my experience, the musicians who cultivate successful, multi-decade careers are those with many irons in the fire. So because this newsletter is titled The One Thing, our focus...

2 months ago • 5 min read
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