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Team Huddle: Music + Business = Music Business ≥ 2022 To-Do-List! Part 2

"This is your year!"


The new year's hype is infectious, but overall the excitement fades after a few weeks or months into the new year. Truth be told, those who prepare before the year is up make it past the New Year's hype. But for those that started after the new year, it's not too late. Take a look at the next tip:


Look At Where You Are Now, Your New Position, and What Your New Goals Are.

You have wishes and things you hope to happen, but do you know your goals? Like, real goals? Actionable goals? Measurable goals? Attainable goals?

For example, you might want to get 30 million streams on your new song, 30 million views on the YouTube video for it, and a sold-out world tour. Is this realistic when you haven't reached nearly as many streams, downloads, or views? I mean, you might do it. You might hit your 30 million stream mark and someday do the same on YouTube with a viral hit, but what's realistically attainable for you in the 30-60 or 90 days? What does it look like 6 months to a year from now?


Here's a better question: Do you know how many streams you are getting right now? How about how many views on your videos? Wait... can you sell tickets? Do you know how many you can sell to your next show?


How do you measure success?

How do you know if you're getting better results than you were last year?


To measure how good you're actually doing, you have toknow where you stand right now.

By knowing your current stats, you'll be able to set realistic and measurable goals (keywords: realistic and measurable!), which will allow you to actually make a strategy that you can follow to accomplish those goals.


The more you can break things down into simpler steps, the more work you'll get done and the more results you'll obtain.

Getting 30 million streams and views while selling out massive venues is a dream; getting a thousand more streams on your new record than you did on your last record is a goal.

Does that make sense?

Okay, so let's align you with some ideas on tracking your stats. You can take note of your current stats and then set goals for the next month, 3 months, 6 months, and 1 year. Get a notebook, a sheet of paper, or build an excel sheet, and on the left side of the page, going down, list the following:

  • Each social media platform you're on where you promote your music (Twitter, Facebook, Instagram, TikTok, etc.)

  • Next, put email subscribers (this is for the people that have signed up for your email blasts or newsletters)

  • Now, the next one is for the songs that have been distributed. (List one of the streaming platforms your songs are currently on.) This will be for the number of followers you have.

  • Next, put song Streams. (This will be for the total number of streams.)

  • Now list all of the songs you're going to be pushing next year.

  • As an example, let's say it's Spotify, put Spotify, song streams, and then list all the songs you have on there underneath it. All of the information should be listed underneath each other on the left side of the page.

  • Now, choose another distribution platform and do the same thing. Apple Music, Soundcloud, YouTube, your website, and any place where your music is streamed or viewed where you can see the analytics.

What is analytics?

Analytics is the systematic computational analysis of data or statistics. It is used for the discovery, interpretation, and communication of meaningful patterns in data. It also entails applying data patterns towards effective decision-making.

In other words, analytics is the routine examination of measurable information about your music. Like views, plays, streams, downloads, and more. It is used to discover, understand, and communicate important habits in data and use it towards effective decision-making.


For example, you may be from Madison, Wisconsin, and you release a single onto a major streaming platform. You begin your song promotion in your area and a few neighboring Wisconsin cities. Over the next month or so, you are receiving feedback at every show, and it's good enough for you to start thinking about touring. But where should you visit on your tour stops? You go and check your analytics. It tells you that you have double the number of listeners and streams in Minneapolis, Minnesota, and Chicago, Illinois, than you do in your area and its neighboring cities combined. Your analytics tell you that even though you were only promoting in your local area and a few neighboring cities, other towns are getting a hold of your music. Because of this information, some networking, and some due diligence, you can book shows in the other towns, and they all sell out successfully. That's the power of analytics. Now let's get back to your tracking sheet.


So now you have one column complete with your social media, email subscribers, distribution platforms, etc. The next column to the right should be the numbers for your current stats.

  • How many Twitter followers do you have? Write it here in the current stat column.

  • How many Facebook followers do you have?

  • How many Instagram followers do you have?

  • How many TikTok followers do you have?

  • How many email subscribers do you have?

  • How many Spotify followers do you have?

  • How many Total Streams do you have?

  • How many streams do you have on Spotify for each song and list them for each?

  • Do that for each of the Distribution Streaming Platforms and songs you've listed?

  • For YouTube, how many YouTube subscribers do you have?

  • How many YouTube views do you have in total?

  • How many views do you have on YouTube for each song and list them for each?

After you're done with the current stats column, the following two columns to the right should be what your goal is for the next month (your realistic and measurable goals!), and in the second column should be what you actually attain.


Set the goals: Look at your current stats and ask yourself honestly, what is a goal that is a bit challenging but attainable in the next month. That will be your goal, and work to meet that goal for the next month. Then, do the same for 3 months, 6 months, and 1 year.


If you want, you can work it backward and say that you have a goal of 1000 streams for your newly released song in the next year. That would be a goal that breaks down like this:

  • 1,000 streams in one year

  • 500 streams every 6 months

  • 250 streams every 3 months

  • approx. 84 streams every month

If you really want to break it down, you need 21 streams a week to hit your goal. And to break it down even further, you would need just 3 streams a day to reach and exceed your goal in one year. So can you get 3, just three different people to stream your song a day?

Using a tracking sheet like the one you made may seem tedious but believe me, the bigger opportunities tend to show themselves when you do the little things. For example, you'll be able to keep track of your followers, video views, and streams and use it when trying to get sponsors, endorsements, and get booked for shows.


Writing things down and seeing them visually can actually light a fire under your ass and make you challenge yourself to meet those goals.


Shaheim Kellum


T H E M U S I C P R O F E S S I O N A L ≥ P O D C A S T

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