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1200 Albums Sold To A List Of Just 3000 Fans – Podcast Episode 11

by John Oszajca on February 11, 2014

Danika Holmes

In episode 11 of the Music Marketing Manifesto Podcast we’ll be talking with independent singer songwriter, Danika Holmes. Danika is a Music Marketing Manifesto member who recently wrote in to report that she was able to sell 1200 copies of her Christmas album to a list of approximately 3000 fans, in just a few weeks time using the strategies she learned in MMM 3.0. I was so impressed by her story that I asked her if she would share it.

In the interview Danika walks you through everything she did to launch her Holiday album and explains the many nuances of her campaign. She also offers some valuable insight into just what it takes to sell albums in the current climate. If this interview doesn’t end the debate as to whether or not people still buy music, I don’t know what will.

To listen in just go to itunes >> Search “Music Marketing Manifesto” >> and subscribe. The episode will begin to download immediately. You can also access the Music Marketing Manifesto itunes page here <==

If you’d prefer you can also listen here on the site. Just click the play button below…

 

And if you’d like to learn more about Danika Holmes, you can download her latest single at DanikaHolmesMusic.com

So what do you think? Still think no one is buying music? Perhaps one of the most impressive aspects of her story is that the majority of the sales were all physical albums, as apposed to downloads…

{ 19 comments… read them below or add one }

Eliyahu February 16, 2014 at 9:13 pm

Hi John,
Congratulations to Danika on the achievement, great work!

The only problem I have with this case, is it’s being portrayed as proof that people are buying music.
To me it seems like proof that people buy Xmas cards!

The fact is that most musicians still feel that music is devalued these days and are looking for a ray of hope.
This case study shows that if we have a gimmick we can sell our ‘music oriented product’, so we must still be creative and find ways to package our music in ways that will allure the public to buy something that has to do with our music, without them feeling that “it’s just another tune in the noise I’m bombarded with”.

While presumably these strategies can work to some degree of success, I highly doubt that Danika’s case could be replicated on that level if it weren’t a Xmas product or at any other time of year for that matter.

Best of luck to her, you and us!
Still searching for that ray of hope,
Eliyahu

Reply

John Oszajca February 17, 2014 at 6:52 pm

Hi Eliyahu,

This interview is really just portrayed as MORE proof that people buy music. I work with artists every day that sell music on a regular bases. Be it with the MMM system, or some other approach. This was just one story of a creative artist using direct response principles to drive sales. The very point I have been trying to get across for the last few years is that the way people buy and consume music has changed. But they still buy it. In fact the average conversion rate I see from artists who have this stuff dialed in is about 4 – 6%. Most markets hope to see 1 – 2%. So that suggests that music is selling better than most products, so long as the right principles are being applied.

I’m a little beside myself by the insistence of so many artists that people don’t buy music. Try as I might to share stories to the contrary. I guess it’s easier to say that something is broken than it is to fix it.

Here are just a few testimonials that have come in from other MMM members regarding sales…

“I just had my first sale from my sales funnel. Some one from Maine purchased a digital download of one of my albums. He paid full price for it too – he was only on day 2 of my email series. He opened my “Blog Post of a Lifetime” and navigated to the normal sales page. I already have about 30 people in my list.” – Dylan from Cleghorn

“I’ve been a member for a while now and I’ve gotta say it’s probably the best money I’ve spent on my 10 year music career. In fact I made over $1000 in just 3 days using
only 1 of John’s strategies.” – Dean Fields,
Singer Songwriter.

“I used a strategy from the Insider Circle and
made $1,336.59 in album and merchandise sales in 1
day!” – Kat Parsons, singer songwriter.

Reply

Eliyahu February 17, 2014 at 10:00 pm

Thanks for the testimonials John, that’s more like a ray of hope :)
I was only griping over the comparison of Danika’s case with the general scenario.
Best wishes,
Eliyahu

Reply

John Oszajca February 17, 2014 at 11:17 pm

Fair enough Eliyahu,

I work with people every day who are selling music. It really is happening when artists abandon the whole “exposure” model of the past and embrace the direct response approach. People are happy to buy music, but with independent music the buying “triggers” are quite different than those with main stream artists. Asking for the sale is key and introducing creative ways to buy music, as Danika has, is also fantastic. We need to remember that we are offering an experience. That experience needs to sometimes extend into the purchase process as well. Or at the very least, it’s a plus when it does.

Reply

Mark February 16, 2014 at 2:52 am

John,
I love when your podcast shows up for my commute:). Danika mentioned what a pain it is transferring an email sign up sheet manually. I did the email list for a previous band and it is true that you can’t read people’s writing and half the emails bounce back. She mentioned using an App to sign people up at shows. Do you think she meant having people input into her website form or is there an App? I looked at the aweber app and it seems pretty limited.

Thanks!

Reply

John Oszajca February 16, 2014 at 8:31 pm

Hey Mark,

Glad you enjoyed the podcast.

It would be easy enough to create an app, but I think the simplest solution is to just pull up a squeeze page on a tablet, and have people sign up right there at the show. I think that is what Danika was saying.

Thanks again for listening and all the best.

Reply

Marcus Carlzon February 13, 2014 at 8:45 am

Hey John! Great interview, I was just waiting for this kind of success story to be shared… your stuff is great! I’m busy with putting together a producit (album) right now, I’ve set a deadline to be finnished with tdemos in april. Then I will also start building my list. From being a multiple-tasker or what we should call it at this time I want to concentrate on one thing, then build my list. Can’t wait, I know your stuff works, and this is even more proof to me. I’ve known it from the first blueprint video that was free :-) MMM 3.0 is great, insider circle is great, anyone who wants to make a living off their music should definately buy it.

Reply

John Oszajca February 16, 2014 at 8:29 pm

Hi Marcus,

Thanks so much for your comment. I’m really glad that you’re finding both MMM 3.0 and the Insider Circle to be beneficial to you.

Good luck with the upcoming album! Let me know if I can ever help with anything.

Reply

Doug Clyde February 13, 2014 at 1:08 am

John,
I was really hoping she would tell us how the CD/Christmas card was made. What company did she use to get them mass produced? That would be very useful to know. Thanks for another great podcast!

- Doug Clyde
ALBEDO MUSIC

Reply

John Oszajca February 16, 2014 at 8:26 pm

Good question Doug. I’ll ask.

Reply

John Oszajca February 19, 2014 at 7:18 pm

Hi Doug,

Danika got back to me and she said that the Christmas Card jacket was just something they designed themselves and it was very simple to put together. I’m sure if you emailed her she’d be happy to show you the design she used.

Hope that helps.

Reply

Vincent February 11, 2014 at 10:51 pm

Thanks for the podcast.
Launching a EP in March/April 2014.
I definitely would have done something very old school and now rethinking about what is a launch, to whom and how.
Best,

Reply

John Oszajca February 12, 2014 at 9:56 pm

Hey Vincent,

Glad you enjoyed it. Happy to hear it’s got you thinking about things.

Reply

Ola February 11, 2014 at 8:58 pm

Thank you for this John. Which company does Danika use for her autoresponders? Thank you again!

Reply

John Oszajca February 12, 2014 at 10:03 pm

Hi Ola,

I believe she uses Aweber. they are the company I recommend. They are the industry leader for marketers.

Reply

Dave Rudabaugh February 11, 2014 at 5:37 pm

The Christmas card idea is great. Thinking creatively in marketing actually gives the impression that the music itself might be a little more creative as well.

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John Oszajca February 11, 2014 at 7:19 pm

Thanks Dave, glad you enjoyed the interview.

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DENIS LEVAILLANT February 11, 2014 at 5:20 pm

Hi John
Great story!
The idea of the Christmas card/CD is terrific.
But to be complete, she is doing a LOT of concerts too, its make a difference.
Best
Denis

Reply

John Oszajca February 11, 2014 at 7:21 pm

Hey Denis,

Certainly. Live shows are a tremendous way to build a list and connect with your audience. But by no means the only way. I think the real take away here is that all of these sales were generated VIA the list. That list can be generated through shows, ads, content marketing, really anything.

Reply

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