Here’s How to Fail as a Musician…

I try to avoid ever writing anything when I’m in a “mood” but today is a bit of an exception…

Here are 3 ways to absolutely guarantee that you will fail as a musician.

No musical legacy, no limousines, no fancy house. Nada!

Just follow these steps and you will almost certainly get to spend your life working that crappy “day job” and talking to your friends about the good old days when you used to be cool.

If any of that stuff touches a nerve, you might want to rethink what you’ve been doing so far to get your music career off the ground.

1. Expect Someone Else to Make Your Career Happen For You…

Ever notice how many musicians state that they “hate marketing”, or, “hate business”?

I think I might throw up in my mouth if I hear one more musician state that they are “an artist”, and that they don’t want to have to pay any attention to the actual business aspects of music. It’s as if they think they are somehow above it all.

I can’t tell you how many musicians defiantly state that all they want to do is focus on writing, recording and performing, and that they want a manager or a label to take care of everything else.

Here’s the thing… No shit!

Who wouldn’t like that? Sounds friggin’ awesome. I’ll just sit around and be too-cool-for-school and wait for someone to realize how completely rad I am. Let me know how that works out folks. And we wonder why there are so many homeless jokes about musicians.

I have worked in nearly every corner of the music business. I’ve worked as a club promoter, a producer, a music marketing consultant, and of course as a major-label-recording-artist just to name a few. I can tell you first hand, the people who succeed work their asses off… and it’s only getting harder.

With the amount of passion, talent, and sheer love of the craft that so many of my fellow musicians have, I can’t for the life of me figure out why more musicians aren’t also learning the craft of marketing and making it a major part of their career.

Marketing is power, don’t confuse it with the message…

We hate marketing because so much of the marketing we experience as a consumer has a crappy message behind it. But if you are sincere about your product and respect your audience, marketing is simply a tool of expression.

By becoming a student of music marketing and the various facets of the music business, you are empowering yourself and taking responsibility for your own destiny – as an artist as well as a human being.

We are still at the dawn of the technological revolution. Never before has a musician had as much control over the circumstances of their own success.

I think many musicians suffer from a bit of confusion about what marketing actually is. Marketing is not Facebook, or Twitter, it’s not how your website looks, nor is it whether or not you get reviews in magazines, spins on the radio, or streams on Spotify.

Marketing is understanding WHO you are ultimately selling to, and then presenting your music in a way that aligns perfectly with the needs and wants of those people, with the ultimate goal of closing the sale. Everything else is just a tool with which you can accomplish this.

2. Obsess Over Making Everything Perfect…

Another great way to fail is to never get your music out there in the first place.

Too many musicians spend years trying to get their product absolutely perfect. I can think of one musician I know, (I’ll keep his name private), who has been working on his album for over 10 years now. He’s currently re-recording it for the 3rd time. I don’t have the heart to tell the guy, but with his current attitude, it just ain’t gonna happen.

Your music is your story. Tell your story at all costs. That is what you do… or, at least, what you are supposed to be doing.

If you have an A-list producer and $300,000 budget then by all means, make yourself a kick ass big-budget record. But conversely, if all you have is “Garage Band” and an acoustic guitar, make a solo acoustic record on your computer for God’s sake. Make music any way you can.

It doesn’t matter if you tell your story with a vintage Less Paul or a friggin’ leaf blower. Just tell your story. Create art that is “cool” and present it to the world in an interesting way. If you have something special in you, people will hear it and you WILL be on your way.

At the very least you will be one step closer to creating your masterpiece. Nothing helps you develop faster as an artist than recording. It externalizes the process and causes you to learn and grow as a result.

From a marketing standpoint, having product allows you to go out there and start building that fan base now. After all, that’s the point; to be heard. Do it, and do it now. Be whoever you’re going to be. Life is not going to wait.

And finally, if you really want to make sure you fail as a musician…

3. Resist Anything That Requires Actual Effort…

At the risk of being obnoxious, I do REALLY well with my online businesses. In fact, since I began working online I have generated over $3 million in sales. As a marketing consultant I have orchestrated campaigns that have broken sales records and driven numerous artists to the top of various Billboard, iTunes, Amazon, and Barnes & Noble sales charts

As a result, I get approached nearly every day by musicians and friends, asking if they can hire me to consult for them and handle their entire marketing campaign.

The reality is that my plate is just too damn full to take on many individual clients, so for the most part, I am forced to politely decline.

However, I typically try to suggest that anyone can do this themselves and that all you need to do is build a list and learn some basics of copywriting. I explain the “sales funnel” and talk about how well it’s worked for me.

I can see people start to get excited. Their eyes get focused; they start to visualize a future where they are able to quit their dreaded day job.

Then they ask the big question… How much work is involved?

I tell them the truth…

If you’re just starting out you’re going to need to really put in a few months worth of work or so until you have the hang of it. You’ll need a squeeze page and you should really get a blog going as well. You’ll need to set up an autoresponder and learn the basics of direct response marketing. Once everything is in place you want to really monitor your results so you can get a good read on your conversion rates and subscriber value. Once you have that info you can outsource the whole thing (if you really want to) and get back to focusing on the music… or whatever business the person happens to be in.

By this point the spark has already begun to fade. Their eyes glaze over and their expression says what they’re actually thinking.

Fuck it… That sounds like too much work.

I want you to think about how insane this is for a moment.

I basically tell someone how they can accomplish their life long dream of building a real audience, generate income from their music and quit their day job. But the second they find out a little work is involved – screw it.

People are literally choosing a life of artistic obscurity rather than putting in a bit of hard work.

Most musicians spend 3 or 4 years at a minimum learning their instruments before they even dare join a band or perform live. They’ll drop tens of thousands of dollars on gear and rstudio time, but a few months of learning about the actual business of music – forget about it.

It honestly doesn’t make much sense to me.


And there you have it folks. A fool proof, three step plan for failure in the music business.

No time, energy, or money required.

All you need to do is hold onto that belief that marketing is “evil”, stay away from anything remotely difficult, and wait around for some savior of a manager (or record label) to show up on your doorstep and make you a rock star. Instant results are guaranteed.


Why the rant?

You may be aware that I recently opened the doors to Music Marketing manifesto 4.0”.

MMM 4.0 is a complete, interactive, online course, which lays out a systematic approach to selling music. It’s based on PROVEN marketing strategies and is focused on generating an actual ROI (return on investment).

The course contains over 25 videos, a custom MMM website template (powered by WordPress), email templates, and an interactive members area where you can ask questions along the way and get direct assistance from me and my team.

Imagine that… musicians who want to take their careers into their own hands, roll up their sleeves and do a little hard work in order to turn their music career into a lasting, viable, and, of course, PROFITABLE affair.

That is what Music Marketing Manifesto 4.0 is all about. It’s a program for musicians who understand what marketing is, and how essential this stuff is for our careers.

Now – as I’ve already touched on – Music Marketing Manifesto 4.0 is not for everyone.

If you’re still of the mind set that “marketing is evil”, or that you would rather wait for a record label to come along and make you a rock star, this is probably not for you.

Music Marketing Manifesto 4.0 is for musicians who are serious about making a life in music. It’s a program for musicians who understand what marketing is, and how essential this stuff is for our careers.

As excited as I am about the Music Marketing Manifesto 4.0, I’m also a bit disheartened.

I have received thousands of emails from musicians over the last few months. While I truly dig hearing from you guys, I’m surprised by how many barriers to success many musicians throw up for themselves.

I see people skipping an important strategy simply because they can’t figure out a way to come up with $20 a month for an email management system. I also come across many musicians who are convinced that a record label is the only path to success. Many musicians don’t see that the very attitude they have about how a career in the music business is “supposed” to be, is the very thing holding them back from success.

I don’t doubt that many of you reading this are amazingly talented people. I’ll bet that a few of you reading this will go on to be big stars. I’m just concerned that perhaps some of you are waiting for the world to come to you, when in fact; you need to be taking your gift to the world.

I’m going to end this rant with a question, and I’m being completely sincere here…


Or do you find it easier and safer to just say that the music business is “fucked up” and if you don’t succeed it’s the fault of the industry, or the collective bad taste the masses have in music? I’m honestly not being facetious or sarcastic at all here.

If you are struggling with your music career and you genuinely want to succeed, but maybe you just need a little bit of guidance…

…then post a comment below and let me know what you’re having trouble with – I’ll answer your question here on the blog promptly.

Forgive me if a lot of the post came off as overly sarcastic or even arrogant. Most of it was meant to be playful. With that said, I do see a lot of frustrating characteristics amongst my peers. I sincerely want to help change that and help you guys succeed. Despite my flippant attitude in this post that is truly all I’m trying to do here.

Here’s to your music career and a SUCCESSFUL future.


– John Oszajca

Music Marketing Manifesto 4.0 is now open to the public. Click here to learn more >>>


  • David Andrew Wiebe says:

    Awesome insights, John! Love this post, and totally agree with everything here.

  • Rico Dawson says:

    Thank you for being so informative, the musicians that understand your message will be the ones that truly catch the vision and apply the strategies.

  • Kevin Benbow says:

    Hi John:

    Can’t tell you how excited I am! I’m a classical guitarist, making my first CD at age 52. Hope to have it completed in about 6 weeks.

    I’m not sure what kind of response I’ll get, but let me say that I have a small following on FB and have my first concert booked for next year.

    I have a background in sales and am a psychotherapist by day. I know this will be work, but love the idea of not depending on a “manager.” BTW: Where is part 2 to “How to make more $ for each album sold?” Inquiring minds want to know!

    • John Oszajca says:

      Hi Kevin,

      Thanks for your interest and congrats on the upcoming Cd. It looks like my support manager, Steve just emailed you recently regarding the link you are asking for.

      Let me know if I can ever help with anything else.

      • Kevin Benbow says:

        I got it, John thanks. One other quick question: As a full time business owner, any suggestions on how MMM implementation might be varied? For example, I love playing small gatherings, so I wonder if looking for leads in my region (AZ, So. Cal) exclusively might not be a bad idea. I thought of this listening to your interview with Mr. Vander Ark.

        • John Oszajca says:

          Hi Kevin,

          Yes the advertising strategy can definitely be adjusted to target locally for both leads and for events as well.

          Let me know if I can ever help with anything else.

  • Jonny says:

    Yes! I’ve been studying in all aspects of business related to the serious entrepreneur mindset you gotta has to strive in this field and as a result have developed a love of marketing just because Its another creative way to introduce myself. I loved your blueprint and was already spending x amount of dollars a month on maintaining my mailing list which grew from 0- 50 followers in a couple of short months with me being stretched in a million directions. I plan on capitalizing on your strategy and have already implemented some testing which have came back with great results. I am even going back to school and changed my major to marketing in order to get a serious grasp while I continue working,and for you musicians reading this , “if you think education is expensive, try ignorance”

  • Its like you read my mind! You appear to know so much
    about this, like you wrote the book in it or something.
    I think that you could do with some pics to drive the message home a little bit,
    but instead of that, this is excellent blog. A great read.
    I’ll definitely be back.

  • Eva Hurt says:

    Hi John, thank you very much for this article! I don’t mind the tone.
    I was lucky to lick a bit of business before I went to Music Uni so I’m not too scared. I have also experience in selling and team building in direct sales and love to see the smile on peoples faces when they got a service or product they needed. I self-published my two CDs and would like to get more sales and reach wider audience. I know it can happen only if I move my ass. I’d like to subscribe to your programme. I’m outside the US- based in the UK and not sure if the strategy will work in different culture.

    • John Oszajca says:

      Hi Eva,

      Thanks for getting in touch.

      I’ve actually had plenty of people from the UK come through the course over the years. The reason it works is because it’s partly based on buyer psychology, which it sounds like you have a bit of experience with, but also it comes down to the relationships you build with your subscriber base, and their willingness to want to support your career.

      The course shows you how to build an audience of people who would be most likely to buy your music. Then it shows you how to develop and cultivate a real relationship with that subscriber base, so that when you ask them to buy the right way, a measurable percentage of them will do so. The fact that you can see the numbers throughout the process is the reason you have the control to make adjustments to your funnel when needed, and ultimately improve your results.

      Let me know if I can ever help with anything else.

  • Rohan says:

    I have at least 3 albums tracked in my own studio. The perfectionist always rears its ugly head. Think i just need the self confidence to just put it out there as everyone who hears it says. I just have no idea what “putting it out there” is.

    • John Oszajca says:

      Hi Rohan,

      Thanks for reaching out. Yes, while it’s definitely cool that you put a lot of care into what you are doing, sometimes you just have to get stuff out there.

      Let me know if I can ever help with anything else.

  • les berta says:

    hey john man first letme say thanks for what u do ive got a hard rock slash metal fusion style band all instrumetal 4piece the #1 lead giutarist is along the lines of malmsteen /satriani style guitar licks player hes most amazeing but never ben in a band b4 ive got a lotta talent in this band however we have no recordings other than recordind all practices onto dvd and a few open mic nites am werkng on a band page web site and logos but got any tips on how to get outta the garage our newbie doesnt quite understand the werk involved everything just moving so slow got any good suggestions on how to push on forward were a hot mess rite now and our peeps all say what u doing in the garage tryn to turn the corner im a roker 4 life we are who we are any werds from you are gold to me help lol

    • John Oszajca says:

      Hi Les,

      I guess my best suggestion might be to set a goal of at least getting a few songs recorded, so that you can begin to build up a subscriber list, like I recommend artists do for this particular marketing strategy. At least you can then begin to build a relationship with your subscribers leading up to what’s hopefully and eventual album release.

      Let me know if I can ever help with anything else.

  • Kavion Sabio says:

    I am a musician who’s honed his craft as a guitarist & have dipped his toes in some modern sounds, instruments, & samples. I just recorded my single in the past few weeks & am lining up all these avenues to get it out to the public through magazines, radio, etc. I just learned some stuff branding & need some help with that & marketing. Can you give some advice for what I need to maximize my reach?

    • John Oszajca says:

      Hi Kavion,

      Generally I recommend having a squeeze page that you can direct people to, so that you can get them into email follow-up. This helps you to build a relationship with the people you intend to sell your music to, and keeps your music in front of them in case they don’t buy right away.

      Also by having this in place, it helps you turn any traffic you get from your promotion efforts, into a real asset in the form of a subscriber list.

      Let me know if I can ever help with anything else.

  • Riley Tucker says:

    First of all, thank you for another extremely helpful post. I get your method and it seems really foolproof, just hung up on something. When we know are target, say late 20s males redneck and I was a country singer (untrue but just hear me) then how do i get their emails. I can just see myself now emailing high school and college friends and of course my parents *lol* i am guessing this is where live shows comes in handy and having a clipboard with a column for email address comes in handy? Or is there another way?

    • John Oszajca says:

      Hi Riley,

      You get their emails by driving traffic to what is called a squeeze page. The squeeze page offers free music to anyone who ads their name and email address on the page.

      Let me know if I can help with anything else.

      • Marc says:

        Hi John hey look I got a question for you I’m on a fixed income how much will this whole thing cost me I have the music I have plenty of songs I just need to go record it I know how much recording is but how much am I going to need to cover the expense for your program and everything that comes with it could do exactly what you’re doing and the monthly cost to keep it going

  • Dear John,

    Have been listening to your podcasts over the last months and very impressed with what you have achieved and offer to people in the music space. It’s clear this “marketing” method is the secret sauce for building a career for yourself, and something that can cross over in to other areas of business.

    I am 34 years old, and have been DJ’ing for approx. 20 years. During this time, I have been paid for various gigs, but it has always just been a hobby and side kind of gig. At this age, I feel it doesn’t make sense to spend 3-4 years honing the skills of being a decent producer (to be honest, I tried producing but didn’t fall in love with the process), however I do have friends who I can jump in the studio with and make some great music. I currently run a couple of high end events and have access to a list of around 30,000 people, who I haven’t yet touched with any music marketing. The list is a mix of individuals all of whom I’m sure LOVE music in some shape or form.

    My overarching question is this. How do you define who your target audience is and in turn what kind of music you should be making? I don’t have any productions to my name just yet. Something that stood out in your blog was identifying the above (your target audience) first, something I’m a little confused about. Do you just make music you like and push it out to your list for traction, or do you pick your audience first, then tailor the music as to what you think they’ll like? Appreciate any insight you can provide here, as it seems this is really the first step!

    Look forward to getting into MMM 4.0, and making the right music / product alongside.

    Very best,
    Mike Richards (Mehow)

    • John Oszajca says:

      Hi Mike,

      Thanks for checking out the post. Glad to hear it resonated with you.

      In terms of your target audience question… It’s a bit of an all of the above (but depending on certain things) kind of answer…

      It starts with the music and being the best artist you can be and doing what comes naturally. But from there it’s healthy to distill what you naturally do into a “brand”. When you have the “rules” or “unique selling proposition” of the art on paper (or in your head) you can then easily find your target audience. In other words, when you know WHAT it is, you know WHO will be interested. This also helps you make better decisions about every aspect of your career from the production down to the photos you take. When you understand who you are trying to appeal to the guess work is largely removed.

      So it’s a bit of both…. But the marketing and branding are just tools and concepts that we use to to make something very subjective and fluid become more concrete, and as such a clearer path to success is laid out in front of us.

      I hope that all makes sense.

      Thanks again.

      • Marc says:

        Hi John this is Mark again I have the music I have plenty of music I’m going to coustic guitar singer and Rider I know how much it’s going to cost me to record the music but how much including your program is this whole thing going to cost me I plan on targeting groups of people in different cities on my Facebook musician page that I’m getting quite a few views each time I do it plus I’m going to do whatever I can of course 2 build up my audience I think that you’re right it’s a good route for me to go to so how much would it cost and how much would a monthly maintenance fee be I’m on disability and I have all the time in the world to work on this program thank you Mark

        • John Oszajca says:

          Hi Marc,

          Thanks for your interest and for getting in touch.

          The cost for MMM 4.0 is typically $179.00, but I do have a 4-payment option available.

          Aside from that there are some costs of doing business. These are typically the cost for a web domain (you might already have one), web hosting (I recommend a typical shared hosting account at $7.95 per month), and email marketing software (the one I recommend is $19.00 per month, but I give you a code for a two month free trial, which is more than they offer on their own website).

          Those are just the typical expenses for doing business online. There are alternative services available, but I can’t really provide support for them.

          Aside from those basic expenses, anything you set aside for advertising needs to be considered. The goal here is obviously to earn more than you spend though, and to get a positive return on your investment.

          Let me know if I can ever help with anything else.

    • Hello, Thank You for your raw Sincerety, I found it quite sobering & ironically up lifting while at the same same time I’m a bit salty as you are shining a bright light on a segment of my business model to promote artist whom are the target focuse of your rant & have the very mentality that you have described so elaquiently, accurately & poinyently! I would merely mention this one thing as a closed mouth don’t get feed. In that, a minuscule amount of crowd funding is needed a small seed to get my half-a-million a year business started… Not perhaps entirely all from you but, enough to get myself in front of those investors on shark tank $41,750… A quarter of the amount for an effective start-up on a competitive field
      but, more to become a self-relient business not underfunded to start. Better yet, partnership with you & the developer’s of this 4.0 music app which describe the meat ? behind my M.P.B.P. (multimedia portfolio biography packages) You seem to have designed the app that my business would have already. A design inherent to my membership based business A.C.L.C. A.M.P.P. Cyber Lounge Consortium facility that is a prototype business model for U.R.A.E.Z a broadband initiative (you raise) an Urban & Rural Area Enterprise Zone business model. if you have any advise or if you or someone in your circle’s of influence would in fact take a philanthropic interest in my vision or perhaps know of; preferably one investor making it less complicated or up to 4 equally vested intetests at $41,750 each myself included… Let’s get engaged in an effort to make America Great Again! And do it my way! Like Frank Sinatra did

      • John Oszajca says:

        Hi Bradley,

        Thanks for your interest and for getting in touch.

        Sorry for any confusion, by myself and MMM aren’t quite in the business of investing in artists as much as it is that I’m educating independent artists to take control of their own marketing and results. This is done through my MMM 4.0 course, which is an educational product, offered through an interactive members area here on the site, rather than MMM 4.0 being an app of any sort.

        In short, the course teaches you the strategy I recommend artists use for successfully selling music online, as well as how to set up integrate all of the “moving parts” of a working online sales funnel for your music.

        You can find out more about MMM 4.0 here:

        Let me know if I can ever help with anything else.

  • Hi John,

    My name is Dominic: MC/Producer specializing in hip-hop from Chicago, IL. I feel like my biggest struggle has always been capturing, and sustaining a target market for my music. I’ve always had supporters, but I don’t think I’ve ever had fans. Seeing this blog is really eye-opening, and I agree with what you’re saying 1000%. I’ve been in all sides of the coin (promoter, artist, producer, etc.), so I do understand that it takes a lot of personal hard work; not waiting on a magic manager to save the day. I feel what you’re saying and the context you place it in works. I’m sure I’ll be giving MM4.0 a try. Thanks for all the wonderful knowledge and insight. It’s truly refreshing.

    • John Oszajca says:

      Hi Dominic,

      Thanks for reaching out and for your interest. I’m really happy to hear that this content seems to resonate with you.

      Let me know if I can ever help with anything else.

  • Rahem Brown says:

    What exactly is a “squeeze page”?

  • Lauryn says:

    Hi John. I’ve been listening to back episodes of the podcast for the last week or so and want to thank you for all of the information in them. My husband (and musical partner) and I are hoping to jump on board. I do have a question about something that hasn’t come up yet and that is whether or not you teach how to deal with an existing but *somewhat* neglected mailing list. We get names at all of our shows, as well as the occasional sign-up through the website. (We also got a significant number from Noisetrade, but our experience has been they are the least likely to engage — I know, our bad.) We are excited about the possibilities of your program and know we will be able to use the steps MOVING FORWARD with NEW sign-ups. But do you have insight as to how to handle people who have been on the list for awhile and have never been part of the funnel, other than getting on the list, getting their free download, and then getting periodic “newsletter” updates from us? Thanks so much!

    • John Oszajca says:

      Hi Lauryn,

      Thanks for your interest and I’m glad you’ve been enjoying the podcast.

      If you are sending newsletters somewhat regularly, then it doesn’t sound like you’re neglecting the list. One thing you might want to look into is whether or not people are opening and reading those newsletters, or clicking any links inside of them. A good autoresponder service like the one I recommend in the MMM 4.0 course will let you see those stats, so that you can make adjustments to your marketing, to try to improve the level engagement with your messages.

      But you’re right to point out that sending a regular newsletter is different from what the purpose of follow-up email serves for a funnel. In that case of a funnel you are having your subscribers go through the same identical series of email messages, with the purpose of building a relationshipt with your subscribers and moving them along to your eventual offer.

      I don’t discuss much about reengaging a cold list in the MMM course, but I do talk a bit about making sure the new subscribers are warm to your offers and knowing how well your email messages are performing is part of dialing-in the process.

      Let me know if I can ever help with anything else.

  • Sam Hudson says:

    Hi John, Sam here. Are there ongoing monthly costs and what email responder do you use? Also, how do music sales get placement on the billboard charts by using your system ?

    • John Oszajca says:

      Hi Sam,

      Thanks for your interest and for getting in touch. Great question.

      Like with any business there are going to be some costs that are part of your daily functions. These are all third-party services I recommend but aren’t services of mine.

      The first of which is a web domain and typical shared hosting account. Domains are inexpensive, running at about $13 per year, so that’s a small expense. Web hosting is roughly $10.95 per month, with discounts given for purchasing larger hosting durations (1 year, 3 years, etc…).

      The other necessary expense is the autoresponder that you’ve asked about. The one I use and recommend is only $19.95 per month for up to 500 subscribers, and in the course I offer a discount code which will get you a 60 day free trial period of the service. You can find out more about it here:

      The only other expense would be what you may or may not decide to spend on any paid advertising campaigns.

      As far as reporting to sound scan for chart placements, there’s a service called that can report Paypal sales of your music (like I recommend in the course) to the reporting agencies for charting.

      Let me know if I can ever help with anything else.

  • Simon Smith says:

    Hello John.

    Thanks for the work you do.

    I read this article, and I’m looking for a bit of guidance myself.

    I had 7 of my tunes reach BBC Introducing on Radio Norfolk here in the UK.

    I know I have massively improved musically since then (the last time to air was quite a long while ago and I’ve been practicing alot since, as I’m always endeavouring to build my skills up.)

    I’ve recently been having a rethink about what exactly I want to do with my music as a musician and I have some goals in mind that I feel are realistic – some are in the short term and some much more long term.

    I had an illness for 10 years but it never stopped me making music. Bipolar Disorder, been in and out of hospitals for years getting treated for mania and psychosis. But for 2 years I’ve stayed well enough to avoid any of that. What I really want to do is be a recording artist alongside one or two others and tour live, build up a bit of a following and then somehow strike up a deal with independent film makers to do their soundtracks as well once I have a good enough following and reputation. I feel these are all realistic goals but alot does depend on circumstances, and I actually relate to alot of the 3 things in your article but it changed my mindset. I’m willing to work hard at the marketing side but I don’t know where to start. Any advice? No worries if you’re busy but I would really appreciate some beginner advice from you if possible. Thanks anyway. Simon

    • John Oszajca says:

      Hi Simon,

      Thanks for your interest and for getting in touch. Unfortunately I don’t offer a strategy on selling compositions to Film makers. My focus tends to be on selling directly to fans. While there might be some crossover with what I’m teaching, the needs of the market will be completely different.

      Please let me know if I can ever help with anything else.

  • Dee says:

    Yes yes and yes…I get everything what you’re saying, and by the way nice to meet you John I’m Dwayne. The problem with some people like myself, is really applying yourself, putting in the effort, (that happens to be one of those things that you mentioned) while you are concentrating on other things though. I’m not complaining or anything I’m just saying. For an example: I’m someone that’s just busy as musical director at my church and all, and with family. To some people I know that’s not a lot. I want to say I’m such an ambitious person with my music. Not only I play a musical instrument that God has blessed me with but I also write and produce. So Im just trying to give you a little idea of what I do. Thats not to say that the people that you consulted, advise and somehow worked with doesn’t do what I do. These days I believe the artist got to do it all.(sought of speak) I know that might not be true though because you can always collaborated or hire people to do whatever. Believe it or not I’m someone that would like to market my own music. You have more control over your material. My ambition really is becoming that guy that runs his own label. I also need to be more business minded.Lol..(seriously though) Then the other thing is being exposed ! what Im saying that I’m a very private and laid back type of person Huh… when you was saying you have to develop a relationship with your potential fans and get to know them and they get to know you. I was saying thats going to be hard for me because you talking about strangers. John I don’t know if you are a “religious” person or knows anything about Gospel music but that’s the kind of music I compose and play. As far as producing it I’ve only produced a couple of albums so far. That leads me to say I don’t know if it is a good idea for me to start the MMM 4.0 program at this moment right now but it would be good for me when I’m almost finish my recording, mix down and mastering process. Well thats what Im saying…I haven’t even started recording yet. What do you think about this ? Ahhh maybe you might even say something like this “It’s a great time to start now because Im not in the middle of recording. To give you an idea I have about a few songs that i finished recording instrumentally but not vocals. I apologize for the length of this letter if it’s long to you. Thanks.

    • John Oszajca says:

      Hi Dee,

      Thanks for your interest. Yes, I would say that for someone who already has recorded a few albums, you’d already have enough content (to give away for free and sell) to begin this process today. That way, when you do finish your eventually album release, you could potentially already have a rather large audience of subscribers to release the new album to, instead of starting from scratch when the new album is done.

      With this method of selling, your sales numbers will be in direct proportion to the size of your list, so building the list ahead of an album release is ideal.

      Also, being a private person didn’t stop you from becoming the Music Director for your church, so I don’t see how it would stop you from building relationships with an audience of Gospel Music lovers, who most likely already have much in common with you. 🙂

      Let me know if I can ever help with anything else.

  • REC says:

    Wow! That really opened my eyes. Thank you.

  • Wade Guard says:

    Hello, just read your email on how to fail as a musician. I just began marketing my music at N1M. I appreciated what you said about not getting too obsessed with how good your recordings are. Unfortunately I lost two of m best recordings. One was titled “The 7 A.M. Song” and the other was titled. “Soon”. They are probably out there somewhere on the internet. If you know how to find old uploads, please let me know. I sent a message to reverbnation, where they were posted at one point, but that was one message they never responded to.

  • Rich Corkery says:

    Does your WordPress theme include some kind of shopping cart?

    • John Oszajca says:

      Hi Rich,

      Thanks for your interest. No, the theme itself doesn’t include a shopping cart function, rather in the course I show you how to set things up so that you can sell from your own site, using Paypal for checkout. The reality though is that you can use any check-out/ shopping cart service you prefer. Paypal just happens to integrate with the email management service I recommend, which gives you a good deal of automation to your funnel.

      Let me know if I can ever help with anything else.

  • Lilypad says:

    Hi John,

    I am really interested in your course (finally an affordable one) and I am planning of purchasing it when I get paid.. I have a couple of questions for you though!

    1)In a similar course I’ve heard the concept of choosing a “micro-niche” genre in order to target a specific audience. However, as an hopelessly eclectic person, I find myself resistent to the idea of pigeonholing myself in one very narrow genre. I understand the importance of making your identity “recognizable” and communicate it to the right people, but is sticking with one micro-niche really the only way to find and keep your target?

    2) I had to quit music for the past 5 years due to challenging circumnstaces so now I’m (finally) starting all over and I don’t have literally anything ready to give away right now. So I am planning to take some time (not 10 years, I promise ;)) to actually make music again before I put a real strategy in place. But I am willing to give myself a deadline so my question is: when is a good moment to start putting a strategy in place if you are literally starting from scratch-scratch-scratch? How much free music/content (ex. You Tube videos, demos, etc) should I put out there and how much following should I have before it makes sense to start doing marketing strategically? I am asking you this because in the other comments I’ve read your course is mostly for people who have already released music.

    Thank you very much for your help and time.

    • John Oszajca says:

      Hi Lilypad,

      Thanks for your interest.

      While I think that it’s important to target the proper audience in order to have success with the strategy I’m teaching, there are several ways to go about it. One of the best methods of targeting is through the Facebook ad platform. That will allow you to target and test each variance that you think is relevant to what you’re doing. So, no you don’t have to go all-in with a micro niche, as you may find fans from varying target interest groups.

      When it comes to free music, it’s good to have perhaps two or three free tracks to offer people on a squeeze page, with perhaps another free track to offer during the relationship building portion of your follow-up email series. That said, in order for a squeeze page to be the most effective, you wouldn’t want to offer those same free tracks where people could get them elsewhere, without signing up to your list.

      Let me know if I can ever help with anything else.

  • Peter says:

    Hello John,

    Would you please clarify what you mean when you say we as musicians will need to start “blogging?”

    What are we supposed to be writing about? Do we write about our music, our personal lives, our opinions about things like politics and religion, our hobbies?

    I plan on purchasing you program but am just curious about the blogging aspect. Also, does your trying give advice and training on how to blog and what to blog about so we can actually learn to be profit and talented as bloggers?



    • John Oszajca says:

      Hi Peter,

      Thanks for your interest. Think of blogging as both a means of building a relationship with your subscribers, but also as a means of getting traffic from search engines.

      And yes, you can blog about whatever you feel will keep your audience engaged and interacting with you. That helps to sure-up the relationship you are attempting to build with them through the process. That said, it can also be beneficial to blog about things that are focused on keywords related to your genre, so that you can potentially get listed in the search engines for those keywords, potentially bringing you free traffic to the site.

      Please let me know if I can ever help with anything else.

  • Hello John. Thanks for your email today. I am definitely getting MMM around the beginning of February. I’m glad you decided to help with your gift. Have a great night.

    Waylon Weaver

    • John Oszajca says:

      Hi Waylon,

      Great! I’m really happy to hear that his all resonates with you and that perhaps I’ll see you in the members area soon.

      Let me know if I can ever help with anything.

  • AJ says:

    Hi John
    How do i build my email list ? and why autoresponder ?.. where do i get the targeted traffic from ? and how can they know about me to build them into my email list ? and can you help me market my best song for a mutual profit share ?

  • Ben McGarvey says:

    Hi John. Thanks for the article. I’m actually doing a very similar online course at the moment but it doesn’t cover the automated emails/landing pages part which I’m quite annoyed about actually as that part is clearly crucial so I might sign up for your course too. I’ve been focusing so far on building up my Facebook music page likes through advertising as the course I’m doing said its best to get at least a couple of thousand likes on there before you change the focus of the Facebook adverts to sending people to your own website / landing page offering free songs,etc. Just wondered what you think about that? I currently have about 600 likes on Facebook. Should I keep building that to 2000 or so before changing my tactics to driving people to my website to sign up? Thank you.
    PS the course I’m doing is a lot more expensive than yours and I think they are planning on doing an advanced course to charge more for all the info on the automated emails, etc. I might do yours instead! Thanks, Ben

    • John Oszajca says:

      Hi Ben,

      Thanks for your interest and for reaching out.

      While I can understand the reasons someone might want to run some ads to build up some initial like or to have the ability to create a lookalike audience, I personally do not generally recommend running ad campaigns for Facebook likes at all. Facebook’s algorithm is such that the less engaged your Facebook followers are, the less they will see your content in the future. By running “likes” campaigns you tend to get a lower quality follower, thus hurting your organic reach. This is not to say that doing so is going to be the worst thing in the world, but it’s why I don’t focus on likes. Likes will come as a natural part of advertising. And so for my money, I’d rather be spending it on lead generation.

      Long story short, my suggestion is to make building the email list your priority. 600 likes is enough if social proof is your only concern. If you want to create a lookalike audience then you might want a few more. But again, I would be focused on getting subscribers and ultimately customers, and creating a lookalike audience around those.

      Thanks again for your interest and let me know if I can ever help with anything else.

  • Hello John,
    I find MMM a thing that Just came at the right
    Time in my life. I’m a musician who has just
    Sent my distributer to hell because they were
    Not doing anything to sell my music in a proper
    Way meanwhile have some friends who have been
    Making it as independent musicians in a great way.
    I really want to purchase the MMM. 3.0 for my
    Project’s sake. I really want to live of my music and
    I know people like my music. I just got to find
    The way to actually sell it right and you are the person
    Who will show me the way! Thanks for appearing
    In this right moment of my life when I was just
    Thinking of dropping music.

    • John Oszajca says:

      Hi Hernando,

      Thanks for your interest. I’m really happy to hear that this information is helping you see the possibilities beyond the traditional music industry model.

      Let me know if I can ever help with anything.

  • Dave says:

    Does anywhere within the MMM plan focuses on the steps to releasing your first album? If not, do you have any recommended readings or courses? I would like to learn the exact steps on how the pros release an album and the resources used. Can you help?

    Thank You

    • John Oszajca says:

      Hi Dave,

      Thanks for your interest and for getting in touch. MMM is more of an “evergreen” strategy for successfully selling an existing album. There’s a slightly different process I’d recommend for a brand new release, however you would eventually shift into the evergreen strategy, after the initial push of sales.

      A few months back I did offer a 4 week long workshop dealing specifically with a brand new release. More recently I released a “lite” version of that strategy to my Insider Circle monthly subscribers.

      If you pick up MMM 3.0, you will be offered a special lifetime discount on the Insider Circle subscription, where you will have immediate access to every lesson released over the last few years, including the record release strategy.

      You can find out more about MMM 3.0 here:

      Thanks and let me know if I can ever help with anything else.

  • Paul says:

    Hi John

    If I buy MMM 3.0, for how long do I have access to all that good learning material? I’m a slow, steady “Tortoise & Hare” kinda learner. I’ve gotten burned in the past by on-line ‘learning’ purchases, because I haven’t learned at the pace the ‘tutor’ expects and access to the material has expired before I got to access it.

    • John Oszajca says:

      Hi Paul,

      Thanks for your interest. When you order MMM 3.0, you’ll be directed to member registration. Because the course is hosted in an interactive members area here on the site, you’ll be able to login whenever you like and work at your own pace. Plus myself and my support team are here to help whenever you need a hand.

      Let me know if I can ever help with anything else.

  • Leigh McRae says:

    Very solid advice. I’ve been in and around the music business for 30 years and have a number of so called ‘successful’ clients who have built a big following via singing television shows. Truth be known their sales are abysmal and quite frankly their record company ‘team’ have very little idea on how to generate a following, nor how to keep it. I’ve often said that if these advisors were in a major corporation the board would meet and they would all be fired! To contrast this I have clients with zero profile from airplay and traditional media who have built a massive audience with direct marketing. A famous quote is that if you have a hit you’ll have an experience, however if you build a following, you’ll have a career. My question is that it seems that you don’t recommend digital platforms such as iTunes and Google. Would it be a part of your strategy to remove content already placed from them once you’ve commenced generating your fanbase. Thanks for your time. Leigh McRae

    • John Oszajca says:

      Hi Leigh,

      Thanks for your interest. Actually I don’t have any issue with digital platforms at all. I just use them a bit differently.

      Initially I would recommend you release an album to your email subscriber and previous customer lists, selling from your own website. Then, once that initial push of sales has run its course, you would “window” the album into digital download sites, then – potentially – streaming sites.

      Thanks again and let me know if I can ever help with anything else.

  • da bonnke says:

    I learnt a lot…thanks

  • Hello , interesting subject.

    My website never gets any traffic, though a few people like the songs, I like them 15 years of songwriting and small gigs in new Zealand. Running at a loss. Will try to get my head around auto response in the cms and that funnel thing too. I will keep checking you out in future. Good night

    • John Oszajca says:

      Hi Duncan,

      Thanks for your interest in the content. I totally understand this can be tough to fully comprehend when you are first looking into it and because it is so different than most artists are used to, from a marketing standpoint.

      Please let me know if I can ever help at all.

  • Don T Pena says:

    Hey John, thanks for all the great info. I have been playing since i was 14 but really started trying to do this as a career around 23 when i enrolled at Musicians Institute I am 35 now. Ive tried to stay as up on the music business as much as I can and had a little success but never enough to quit that day job. Ive always been a diy guy but what you said in the free video about trying to do things the way the labels do business really hit home. Every course ive ever taken or even books ive read always said the same thing. Get out there, tour , more content, connect. The friend telling a friend, telling a friend kinda thing. Now i know at the core, your approach is the same msg as far as get the content out there but never once has anyone ever pointed out the branding aspect of the majors. I constantly ask myself what I am doing wrong and many times think its a matter of money. If i had more cash i could tour or put out more merch etc, and since i dont i have to keep that day job and focus less on the music. Understanding how to find my target audience, and market correctly to them is something Ive wanted to do for years. I plan on picking up your MMM 3.0 in a week or so on my next pay day. I am not afraid of work, i just want to know the correct work to do. Sorry for the long comment just one final thing. I have a prog metal band and we have some shirts and 2 songs demo songs on soundcloud for free download. Should we be giving the songs out for free and is this enough content to start a marketing campaign, or should we record a better sounding record or EP? I look forward to getting MMM 3.0 and cant wait to work. Thanks again

    • John Oszajca says:

      Hi Don,

      Thanks for your comment. Yes, I do recommend giving away a few songs for free, but in exchange for people signing up to your email list. That way you can build a relationship with your subscribers and keep your music in front of them. Two songs are plenty to start this process, but you’ll also want to have something to sell.

      Let me know if I can ever help with anything else.

      • Don T Pena says:

        Thank you John, yeah i kinda figured as much, i will be picking up MMM 3.0 next week and will start to build that email list, the only thing we currently have to sell would be our shirts but i guess I can use those to help finance the EP we want to record soon, and maybe even use them as that up sale you speak of and get people to buy a advance order with a shirt and EP kinda package thing when we are closer to finishing recording.

      • Sherlyn says:

        Thanks PopArtDiva – I’ve always got something happening. Al281&l#7;s fine now and I was happy with the end result. Book being launched here in Oz next week. Glad you like my FB page too.

  • John says:

    Hi John,

    Thanks for all the insights into the business of selling music. Your price for MMM seems reasonable compared to all the other usual stuff that is out there—seminars, courses, on-line tutorials etc….
    But apart from the one-time cost of buying your product, can you detail any other monthly or regular costs which are needed to keep the ball rolling…(eg email marketing manager.)

    • John Oszajca says:

      Hi John,

      Thanks for your interest. This is a totally fair question.

      Like with any business, there are some tools that I recommend you use to manage your marketing and a few of them cost money. Just to clarify, these are NOT services of mine but rather third party services I recommend. I’ll break them down for your here, however you may already have much of this in place.

      1) You’ll likely need to purchase a web domain (even if you already have an existing website.) Web domains generally cost about $10- $12 per year, so that’s a small expense.

      2) Secondly you’ll need a typical web host. The one that I recommend in the course is only $8.95 per month (with a discount for purchasing the whole year). Just as a side note, a lot of artists confuse this with site-builder platforms like Bandzoogle or Host Baby. These are not typical web hosts and are very limiting in terms of granting you access to the server and the ability to upload files and customize your site. You will ideally want to have a traditional web host to use the MMM template that is included in the course and to be able to follow along with the lesson plan.

      3) The third ongoing expense is the autoresponder service. This is the mechanism that allows you to collect subscriber email addresses and send out both pre-scheduled emails and real time broadcasts> It’s probably the most important tool you will need and it starts at $19.95 a month (for up to 500 subscribers). In the course I give you a link that will get you a $1 trial. This cost will increase slightly as you hit higher subscriber number milestones. However because your money is going to come from people subscribed to your autoresponder, this expense is easily offset by sales.

      The only other additional expenses you’ll likely ever come across, are any additional marketing tools/services that you might decide to purchase, as well as any budget you may have for advertising. However the goal with MMM 3.0 is to get a return on your investment, which means earning more than you spend in advertising so all of these expenses are potentially off set by earnings, though that will of course depend on the performance of your campaigns.

      Let me know if I can ever help with anything else.

  • Tim Sawyer says:

    Well said John. Musicians need to reframe their negative associations towards the concept of marketing, as you say. I got to the point where ii said “no more!”.. No more releasing music that is not heard by the target audience. The amount of people I know that have ended up with boxes of their own CDs left over from pressing,, myself included in the past, never again. In today’s dogital world, we have to realise that the M word ” marketing” can connect us with our fanbase in such a highly targeted way that has never been seen before in human history. With billions of music fans online, anyone who said that it’s not possible to make a living through original music clearly doesn’t see the big picture. Thanks for your article John!

  • John, is Reverb Nation a good tool for the things you mentioned as far as email tools and Marketing. I just spent the last 5 years touring all over this Nation. We made a living, but I’m no better off today than when we started. I am willing to do the work, but I want to be more effective at it. Let me know. Thanks

    • John Oszajca says:

      Hi Eric,

      Thanks for you interest. Yes, I’m aware of RN’s tools. To be honest, I often feel that tools designed by musicians for musicians, often miss the mark when it comes to what one needs to engage in direct to fan marketing. I typically recommend a more robust email management service, to execute the strategy I teach and recommend artists use for selling music online.

      Let me know if I can ever help with anything else.

  • David Smith says:

    John, your inspiration! I’m a professional musician of 20 years working hard with working bands, session work, tuition and finally my original band AUSTIN GOLD. Through hundreds and hundreds of hours emailing, social media, writing and performing any where and everywhere, we’ve just secured investment to cut our debut album. Top pro studio, top producer and two tours secured for next – the future is bright. It’s hard work. But it’s a labour of love.
    You’ve validated everything previous peers expect.

    Many thanks from England!

    Dave Smith

    • John Oszajca says:

      Hi Dave,

      Thanks for the kind words and for your interest in what I’m doing with the site. I’m really happy to hear that you found this to be validating. Congrats on getting the investment for your upcoming album as well.

      Let me know if I can ever help with anything else.

  • Vincent Charleston says:


    Good morning! I like what you have to offer with Music Marketing Manifesto 3.0. This is interesting because I learned about sales funnels, copywriting etc with information products but I never knew how it could have applied to selling records. I am not able to invest in the Manifesto at this particular moment, but I was wondering what particular WordPress theme or plugin would you recommend for selling my music via sales funnel method? I enjoy your trainings, blog posts and I greatly appreciate your insight and knowledge! Any and all advice is appreciated!

    • John Oszajca says:

      Hi Vincent,

      Thanks for getting in touch. It’s refreshing to hear that you have some experience with internet marketing too. It’ll will serve you really well when getting a system like this set up.

      As far as wordpress theme template, I actually had a custom one made for all students of MMM 3.0, simply because most WordPress Theme Templates do not include the carious page types for executing this strategy, such as sales pages and squeeze page templates.

      If you pick up a copy of the MMM 3.0 course, the theme template will be there for you in the members area, so you can get started building your funnel right away.

      You can find out more about MMM 3.0 here:

      Let me know if I can ever help with anything else.

  • Hi John!
    Thank you very much for this opportunity!! I think it’s going to be great and I am looking forward to learning. Passing through the mazeee…
    Super! and thank you very much for finding me!!
    for now
    Rachel 🙂

  • Justin Case says:

    I can tell you must be sick and tired of people asking you how much you charge to help them out on a 1:1 basis. I’ve seen the posts and you kind response enough now to realize it must be driving you crazy. The way I see it is (at least with your MMM3 project) your passion is helping others out, but also you are marketing your program in the same fashion as what musicians should be doing with their music. Example would be the rant – you are finding like minded people and getting them to interact with you to create a common connection (as well as giving solid advice for free). In turn people that have the money and agree with your thinking will buy your program. Apply the same principles to one’s music (finding people that like your genre of music, create a connection, perhaps give them a few songs or streams for free) and the chances of them buying your music increases dramatically. Would that be a fair assessment? And please don’t get me wrong – I am certain your program is worth every penny. I just wonder if the rant in itself serves a dual purpose and thus would be a good tactic to use in marketing one’s music in a blog or email correspondence with your fans. Thanks for all you do to help people keep chasing their dreams in a plausible way. I have been able to get my music out there and have a large fan base but am having trouble getting a ROI. Thus I am sure your program will be headed my way after I pay some gear off and finish the mastering program I recently purchased (which was marketed very similar to your program I might add).

    • John Oszajca says:

      Hey Justin,

      Yes, Id say you have it right. Marketing is really just the art of motivating people to take action. We do that by making connections and inspiring. When marketing any product, be it music or otherwise, you find a point of commonality and build a bond around that point. Then you create opportunities for people to take further action. If done well, end ethically, it doesn’t even feel like marketing, and it’s a win-win for everyone involved. But very astute of you to notice. Thanks for the comment and let me know if I can ever help with anything.

      • Actually, many gurus have an hourly rate for which they’ll provide one-on-one consultation. Just set it high enough that you won’t resent it taking you away from other projects and make some money! This is also a win-win.

  • Jacs says:


    Love your video and the post above – seems a great piece of advice which many will benefit from. Well done to you for putting it out there and trying to help your fellow musicians.


  • Ridwan Anderson says:

    Hello I am a new upcoming artists and I have been reading everything such as your article and the Indie Bible. I am completely overwhelmed on all the routes to go. I am curious of your video program. Because many things such as marketing is new to me, I was wondering how step by step your videos were and how much it may go over my head. One thing Im not afraid of is hard work so I appreciate your message because I know nothing comes to your doorstep. reading through posts I see monthly fees of 20$ and some of 147$. I am also curious on exactly how these fees are utilized

    • John Oszajca says:

      Hi Ridwan,

      Thanks for your interest.

      The fees you’ve mentioned are for two separate products that I offer. The $147.00 is for MMM 3.0, which is a one-time purchase. This is the course that teaches you the strategy for selling music online, while walking you step by step through all of the technical aspects of setting up you funnel for selling. You’re literally looking over my shoulder as the videos walk you through the complete set up process.

      You can find out more about MMM 3.0 here:

      The second product is my Insider Circle monthly membership program. However the program is $47 per month. It’s totally independent of MMM and is not required to make the strategies in MMM work. It’s just something available to those who want continued learning.

      The membership program explores more advanced marketing methods, that build upon the core of the MMM 3.0 strategy. It includes monthly lessons, coaching calls, insider interviews and the Mastermind forum, where you can network with other artists and have a bit more intimate access to myself and my support team, to help you along.

      You can find out more about Insider Circle here:

      Thanks again for your interest. Let me know if I can ever help with anything else.

  • Brett says:

    I am very interested in subscribing and couldn’t agree more with everything I have ever heard from you. My biggest hold up is that I have never been able to pinpoint that “target market” and more so how to reach them without spending serious money to get those potentially interested people into the sales funnel. Maybe my whole take on the music industry has become a bit jaded in my views over the years but the fact that I have a bachelors degree in business and 15 years experience as a touring musician in other people’s bands yet still can’t find that target market for my music and how to reach those leads me to believe it is time to grow up, quit chasing childhood dreams and get a real job. Is finding that specific market and then actually how to specifically go about reaching them directly with a squeeze page part of what there is to learn from you? I am well versed in other aspects of marketing in general, I feel confident that if I were simply connected with an audience (potential customers) that I could successfully market my product. Does this mean I already possess the needed skills and simply don’t have a market? I have pursued a career in music plenty long enough to not have any money and aside from useless things like marketing to friends on Facebook the marketing streams and other ways to get customers to come across a link to my page just cost way to much.
    Initially getting Internet traffic to my music is the absolute most difficult piece to the puzzle, if the only way to do so is with purchased ad space at this point I would probably be best off to try my luck playing the lottery.

    So, what would you recommend… Starting a weekly lotto ticket routine or enrolling with you?


    • John Oszajca says:

      Hi Brett,

      Thanks for your interest. I can totally understand where you are coming from. I often hear from people about finding their target market and getting traffic to the site. I also appreciate that you have previous experience running paid ads, only to not really get anywhere with it.

      One of the most common issues that I see with artists is that when they are running paid ads, they are sending the traffic to a Facebook page, or possibly a site like iTunes or Reverbnation, but unfortunately none of those options give you any way to take advantage of the traffic you receive, aside from hoping you get a like, or that people buy your music at that very moment. However people will not likely buy, the first time they are exposed to you, which is exactly why I recommend people drive all cold traffic to a squeeze page.

      Doing so allows you to convert that traffic into an email subscriber, which then becomes a real asset. When you build your subscriber list, a measurable percentage of the list will take you up on your offers to buy music, when you ask them to. Obviously there is a short period where you need to do some relationship building with your subscribers, so that you can effectively build up interest and desire in people to want to buy your music, but you are also building up good will and influence, so that they will buy when you ask them to.

      Inside of the MMM 3.0 course, I have lessons specifically regarding traffic. For paid traffic, I typically recommend Facebook ads because their ad platform really lets you dial into a market and test it via your squeeze page. The more tightly you target, the more effective your ads and squeeze pages will be.

      There is also a module for free traffic. However free traffic is more of a long-term, cumulative approach to getting sustainable traffic. After a while, both types of traffic work hand in hand because while you’ll be paying for traffic on the one hand, you’ll also be picking up free subscribers as well, ultimately lowering your cost to acquire subscribers across the board.

      If the percentage of subscribers buying your music is normal and reliable, then you can effectively gauge how much you can afford to spend, while still getting a positive return on investment with your paid ads. Plus, the MMM course shows you how to incorporate and upsell into your funnel, so that you can earn potentially much more from fewer people, furthering the potential for positive ROI. Getting a positive ROI is really what the MMM 3.0 process is about.

      You can find out more about MMM 3.0 here:

      Thanks again and let me know if I can ever help with anything else.

      • Brett says:

        Thank you very much for such a quick and informative response, I can see why you are a successful person in general! All of that definitely makes great sense; I have become so aggravated and hopeless with the music industry that I think my negative views have been keeping me from connecting the dots to the bigger picture that you paint in your take on the industry which is clearly not dead or purely evil lol. Since I was a child I have always wished I could have been around in the late 50s and onwards through the 60s and 70s for many reasons but especially because of the music industry. I know it wasn’t all glamorous by any means but I think it is my admiration of what the industry was like and how it worked for career musicians in that era that has kept me from recognizing that there is still plenty of potential out there, the path to success in the industry has evolved in a digital manner even more than I had realized until what I have gathered from you has led me to understand. So, thank you for that! I got a business degree purely in the hopes that it would improve my chances at becoming a successful musician but even with the specific knowledge and experience I have in the modern business world I simply looked right over the real potential sitting right in front of me. I even preach to others that “making it” and “getting a record deal” are no longer synonymous and that anymore musicians can do the exact same things that once only a label with authority and the abilities they posses could. I knew it was out there somewhere but even though I have for several years now been right at the front door of the successful path I had no idea that I already had all of the pieces that just needed to be put together. I was pretty well convinced that the lack of consistant success I have obtained at this point was clear evidence to any wise person that it just wasn’t going to work out. To make this long essay that I just typed out of excitement short, I am a believer and in the efforts to correctly and effectively put those pieces in whixh I already possess together I shall be investing myself in your course! Thank you very much!


        • John Oszajca says:

          Happy to help, Brett. The industry is much different today, due to digital medium, as well as the affordability of home recording.

          Where it still differs for the “industry” compared to the artist, is that major labels have money to throw into projects and still fail because one success more than makes up for the many failures. The independent artist doesn’t have the money to play that game, which is why taking a more direct and targeted approach is more ideal these days.

          The method I’m teaching allows you to effectively test a market on a small budget and monitor your metrics to see how your marketing efforts are producing. From there you either abandon what’s missing the mark, or scale up what’s working. That way you can tell whether or not you are seeing a positive return on your investment, or pursuing a channel that’s producing a loss. If you took your marketing budget and dumped it into something you can’t track, like radio for instance, you wouldn’t be able to tell until you’ve spent all the money whether or not the promo was effective. If it wasn’t, where do you go from there?

          At least with channels like Facebook advertising, like I recommend in MMM 3.0, not only can you tightly target your audience, you can see if your ads are getting clicked or not and make adjustments. If you are sending that traffic to a squeeze page, like I outlined in the blueprint video, you can also measure the percentage of visitors who are signing up, compared to those who don’t. Plus you can measure the effectiveness of your overall sales funnel, to tell you the value of each of your subscribers. If your subscriber value is more that your cost to acquire subscribers, then you are profitable and can scale up.

          Make sense?

          You can find our more about MMM 3.0 here:

          Let me know if I can ever help with anything else.

          • Brett says:

            It all makes wonderful sense! Your methods are clearly the wisest way to pursue success for anyone eager to develop in this area of the music industry. Even after years and years full of constant struggles with the music industry I still have the drive required in order to achieve success with these methods but it’s the sad reality of the financial issues I currently have (as a result of putting every part of myself into unsuccessfully chasing the music dream for so long) that are currently my biggest obstacle. I feel like every day I age sets me one step farther away from potential success but I’m not about to let that stop me now. With your help I have re-identified the focus of my efforts and will be enrolling with you as soon as my financial matters permit me to and still be able to afford basic advertisement all while trying to do so without giving my wife good reason to kick me out 🙂 Thank you again for everything, I niw have a much needed newfound confidence in myself and the potential I have as a musician!

            By the way, though you recently enlightened me on some of the industry specifics I have always had a great appreciation for the importance and abilities in marketing; I have many many musician friends that are in a similar spot as myself that I am eager tell and send your way!

            Thank you very much for your time

  • Jonathan says:

    Hello John

    Loved the post, so much do it’s convinced me to join up so I’ll see you soon.


    • John Oszajca says:

      Hi Jonathan,

      Really happy to hear that you’ve been digging the posts. Thanks for tuning in. Looking forward to seeing you in the members area soon.

      Please let me know if I can ever help with anything.

  • What if the want is to sell albums, though the fear of fame and being well known conflicts with the heart in whether to sitch into a mass marketing effort?

    • John Oszajca says:

      Hi Robert,

      With this approach, you are selling directly to your subscriber list and your sales numbers will be in direct proportion to the size of your list.

      As your list grows, so will your sales. So while you might get famous within your own email list, this approach is quite different from a mass marketing campaign, like you might see from a major label. This is strictly an online model for selling music.

      That said, this model for selling is scalable, meaning you’ll be in control of how much exposure you are giving yourself.

      You can find out more about MMM 3.0 here:

      Thanks and let me know if I can ever help with anything else.

  • Katie Norris says:

    Hi John! Thanks for this rant! I usually shy away from all negative posts, but this more like a backwards positive. Lol. Thanks for the un-encouraging inspiration. 😉
    Quick question: I am shy about marketing initiators like squeeze pages because right now everyone on my fan base is still everyone I know personally. They’ve signed up just cause I asked them, not because they had to in order to get content. Eventually I wanna branch out to a broader spectrum of audience members, but how do I make that transition less jarring?

    • John Oszajca says:

      Hi Katie,

      Thanks for getting in touch. I completely understand where you are coming from.

      Ideally, your friends and family will make up only a really small percentage of your list, once you get moving with this strategy.

      The rest would be targeted traffic, where you’ll need the squeeze page to quickly get a visitor’s attention and make them the offer and call to action to sign up for some music.

      With your friends and family, you could just head over to Facebook and tell everyone you are switching email providers for your music site and give them a link to the squeeze page. Then explain that there is some free music in it for them.

      But the real growth is going to come from advertising or organic traffic generation.

      Hope that helps and let me know if I can ever help with anything else.

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