How to Plan a Music Rollout Strategy That Actually Works

So, just a bit for people who don't know about Venice Music. We're a music company. We've worked with so many

company. We've worked with so many artists. Uh, we're founded by Troy

artists. Uh, we're founded by Troy Carter and Suzie Ru. We uh have worked with artists such as Brent Bias, Twe uh me and AK Tranada. We work with Seven who's in the building today. We've also

worked with Lelay Banks and many others.

Our goal as a company is really to help artists with tools and strategy and to really build so that y'all can all build sustainable careers and also to help team members. We have so many things

team members. We have so many things that we offer from panel discussions. We

do inerson events just like this. We

also have a really dope tool that we just built that creates rollout strategies. So, as many artists know,

strategies. So, as many artists know, y'all have to be the everything on the team. You have to be the manager, you

team. You have to be the manager, you have to be the tour manager, you have to wait content, and it's so many different steps. So, our goal as a company is to

steps. So, our goal as a company is to be able to have a personal connection.

Many of our members in this room all have a personal connection with me and our team. So, we want to be able to be a

our team. So, we want to be able to be a resource in that capacity, but we also want to be able to give you strategy.

So, this new rollout strategy tool, if you haven't tried it, you can try it for free. It's an amazing tool that allows

free. It's an amazing tool that allows you to pretty much put information about who you are as an artist, your social media, and different things. And we give you a four-phase plan. We help you build out your brand strategy. We help you build your target audience of who you

want to reach. And then we give you ideas for content so that we can really help artists by taking different things off your back so that you can build with your team and actually focus on creating. So, we're going to have a

creating. So, we're going to have a great panel and discussion today. I'm

excited to have everybody here. She's an

amazing human being but also very talented at brand. We got Shauna Peasy who's the VP of all the services that music.

What up? Next up we have Grammy nominated artist, songwriter and performer. Give it up for Seven

performer. Give it up for Seven Streeter.

>> And then we got my man man that's put this event together with the squad rolling. my boy Marquee Anthony who is the senior brand and

creator partnerships at Roland. Let's

go.

>> All right, y'all. Well, trying to take it over.

>> Hi. Hi. Wait, can you hear me? Okay,

here we go.

>> Hi, everyone.

>> Thank you.

>> Thank you guys for being here. So today

is really about clarity because you know the roll out normally is chaos vibes and praying for something to go viral. Uh

but we have developed a little bit of a science to it. Um so without further ado, it is me

uh Pezy and I'm the VP of artist services at Venice Music and my job is mainly >> let's go.

It's mainly helping artists get attention. That is the simplest way to

attention. That is the simplest way to put it. And we have seven here. I bother

put it. And we have seven here. I bother

seven all the time. So, you

>> save my life all the time.

>> I was like, this is going to be the perfect opportunity to like be able to go through the rollout stages, hear from her point of view of doing it in real time, and also there'll be a few moments

in the presentation where I'll have you guys do a little exercise, too. Um, and

then we have Markeith Anthony, senior manager, brand and creator partnerships at Roland.

>> Let's go.

>> So, he's going to get into brand collaboration, music tech, and creative marketing alignment because it all has to make sense, right? So, let's get into

why we're actually here today. So each

of us is going to bring a unique perspective, artist, brand partner, marketer. And so we really want to just

marketer. And so we really want to just break down how we think about creative vision and how to really be impactful.

>> So today's focus, building an artist rollout strategy, aligning authentically with brands, and using marketing, PR, and organization to grow and sustain

your fan base. So whether you are an artist or on an artist team, this is really just going to be a

free flow conversation. The tools we'll get to at the very end and resources that I think will be really helpful in just getting into the mindset of how to

market yourself or how to market other people. Um but yeah, so next slide, Don.

people. Um but yeah, so next slide, Don.

So why artist rollouts matter? Because

as you know, we are scrolling. We're

watching TV. We're listening to music.

We're listening to podcast. So, it's

like how are we going to stop the scroll is the biggest thing. Um, so it's really thinking through the story before the song, how fans are going to experience

the song, and really connecting the dots between the music, the visuals, and the message so they have something to return back to.

So, I know Donovan asked the question of how many artists are actually in the room.

>> It's okay. So, I think the biggest thing is releasing music and either thinking, did anybody see that or does anybody care? Yeah.

care? Yeah.

>> And I feel like a lot of the times there are so many things at play, which is why we think about this as a entire cycle,

not just the pre-release the week your record comes out and the week after. So

really thinking about how to extend the life of it because also you could have put a song out last week and it really got overshadowed by what's happening in

the government right now. So it's like did anybody hear your song when they can't eat?

>> No. So it's like how how to be able to like compete with those messages or even think through of like what are your fans doing in that

moment? How do they feel? So maybe it is

moment? How do they feel? So maybe it is a pause in the traditional marketing but you're doing lives and you're just having a conversation or depending on

what your practices are. So seven is miss workout. Okay. So you could be

miss workout. Okay. So you could be telling people how to really get this is your practice for being able to get through tough times or just what helps

you keep your sanity. Um but our first case study is we are going to get into your rollout strategy >> into my

>> for assumptions. So, um I would love for you to just like give a little bit of background >> um of what your journey has looked like

and right before assumptions, what were you thinking?

>> Okay. How much time we got? Okay. Um you

know, with uh assumptions, I'll just start off from what it sounds like. I'm

I'm a singer songwriter. I don't know if you guys know. I write a lot of records.

Um and thank you. And with that, you know what? And how many songwriters do

know what? And how many songwriters do we have in here? Any singer songwriters?

>> Period. Yeah. Um, so for for me, I'm like, when you're a singer, songwriter, and you're an artist, um, everything starts with the music. So, I'm like, how do I want to paint today? You know, an

assumption if you listen to it sonically for me, it's a little bit different than what I put out before. Um, but because we are songwriters and we get to write in pop worlds, alternative worlds, all

these different type of spaces, we um when it comes to our own artistry, sometimes we have to give ourselves permission to kind of do the same thing and give ourselves that same kind of energy. So with assumptions, that was

energy. So with assumptions, that was what it was for me. I'm like, well, I just want to write what I want to write and feel how I want to feel. And so it's very colorful. It's very less than from

very colorful. It's very less than from what you're used to hearing from me. And

so it was important that that carried through from the sound to what I appeared like to what um how we we express it and show it to you know to the to the fans and to the people who

are going to like you know uh take the record in. So um yeah I I I had to put

record in. So um yeah I I I had to put my I say put my music where my mouth is a little bit and put that energy from my mouth is and go py well I feel like this and it sounds like this. She was like,

"Okay, we'll put your music and your hair and your everything." And it makes sure that it all feels like it's one cohesive message and it um and it represents a new era for me because

that's really where I am. Um without us going down a rabbit hole and us having a whole, you know, little cry out moment up here. Um trying new things, uh and

up here. Um trying new things, uh and being a new version of yourself, it takes a certain level of fearlessness and you have to have people who are with you that are like be like, "Okay, I see

where you want to go with this." and um you want to be colorful, you want to be this, you want to show that side of you, let's paint it out and really create the world. And so with Assumptions, um it's

world. And so with Assumptions, um it's the beginning of my new world. Um and

even when you hear the music to come and the visuals to come, um it's it's leading off the training, I guess, if that makes any sense.

>> Yeah. And I felt like the intention was really this reintroduction.

So, knowing that Seven's on a show, y'all, you didn't tell them about the show.

>> I did. I'm so sorry. I I did a television show called Hitmakers.

It's on Netflix, so you can check it out. Um, it's a really great show. Uh,

out. Um, it's a really great show. Uh,

shout out to all our songwriters out here, creatives, where they put us in a room and they say, "Create a record from from the consumption of it all the way up until your listening session at the end of the night. and you have to press

play in front of all of your fellow creatives. So, um that's Hitmakers. And

creatives. So, um that's Hitmakers. And

um like I said, it it kind of it goes back into the reintroduction part of it.

You know, um people kind of got to see more of my personality. They got to see my my quirks and all of my things and um you know to kind of bring that in with you know the new introduction with the

music as well um assumptions which is really really important that we convey that in the right way. Does that make any sense? Yeah, cuz I I think the thing

any sense? Yeah, cuz I I think the thing that I didn't know >> Yeah.

>> um is seven lives her life in a bikini.

>> I do.

>> And I was really trying to get to the bottom of what that was about. And then

that's when I learned, oh, okay.

>> She's a Florida girl.

>> So, yeah. So it was learning that about her and also just realizing the spaces she would have to be in to tap into songwriting. So it's

like oh you really want to be free. So

for the visuals thinking about things with movement and edge and things that would imply risk takingaking. So, we

went back and forth about this skateboard that you see >> because we just thought it was so cool and was like, "Okay, let's like add this

in for some edge." And then we're like, "Oh, maybe this story line is you would date a guy."

>> I would.

>> Who would be on a skateboard?

>> I kind of have, >> you know. So, yeah. So, it's just like figuring out different things and what to lean into and also knowing that

>> I feel like a lot of artists struggle with which pieces of themselves that they want to show.

>> So, even if you've been had success as a songwriter but haven't had your artist moment yet or it's went back and forth, I think people tend to only focus on one

at a time. And so the other thought as we were doing this was like let's not shy away from that.

>> Yeah.

>> So in the social strategy you'll see the narrative sequencing. So knowing that

narrative sequencing. So knowing that the show was coming, knowing that the record was coming, it's like, okay, if this whole idea is going to be about

reintroduction, let's do a post with the 17 best songs you've written.

>> Then let's do a post with your top seven solo records. So, it's just like these

solo records. So, it's just like these two worlds aren't separate.

>> Um, and then from there, it's like >> the best reaction was probably the studio playback.

>> Yeah.

>> Yeah. The teasing out the new music for the first time. That was a that was a special one.

>> Yeah. So, it's just like the learnings putting up the post without thinking, did this perform great right off the bat? It's just like does it play a part

bat? It's just like does it play a part in the story sequencing that you're doing? Because people will go back. So,

doing? Because people will go back. So,

um even if you put up the first thing and it's like was that a lukewarm reception and and you want to archive it quick or turn the comments off like, well, only three people care. Um but no,

it's like it's important for people to be able to even if they caught you at the Halloween moment where she was like, I want to be black Alice two days before

Halloween. Um but yeah, so it's like,

Halloween. Um but yeah, so it's like, oh, this obviously brought a lot of eyeballs. Now this brings people back to

eyeballs. Now this brings people back to your page to see what have you been up to and engage in that way. Um

>> yeah, can I say I think that y'all did a really great job at like the fact that yeah, people know me as a songwriter, but I've never I always get the note from fans like release some music or when are you going to do this and when

are you going to release this record?

And I think that you guys did a really great job in allowing the fans to be a part of the picking and a part of the choosing of the song. They felt like, "Girl, don't you sell that record?"

Like, they was casting me out of the comments like, "Don't you sell that record?" Cuz it was it was, you know,

record?" Cuz it was it was, you know, what do you guys think that we should do with this song? Because we weren't quite sure in the beginning, you know? Um,

it's been, like she said, it's a reintroduction. And it's been a little

reintroduction. And it's been a little minute since I put out music, but being able to like reintroduce myself in that way and and allow fans to be, you know, to be involved with the choosing and saying what we should do with the song,

it it just I feel like it tied together my songwriter world and my artist world and it it, you know, it it reintroduced it in that way. I thought that was fly.

>> Yeah. Yeah.

>> Okay, D, want you guys to the next slide for us? So

for us? So there are tons of steps in between these phases, but I feel like these four

are the foundational steps and just like how you would approach roll out, right?

So first thing is vision setting. What

is this era about emotionally or if you're going to have a character arc, right? So is it the reintroduction and

right? So is it the reintroduction and you coming back blonde hot in a bikini?

Yes. Um or is it heartbreak? And it's

like we telling the story of are we still upset? Have we found a new boo?

still upset? Have we found a new boo?

>> She's not upset.

>> Yeah. See,

>> she might have found one.

>> Yeah. Uh so it's really deciding that from the beginning because ultimately you think about your favorite songs, your favorite moments, you're tracing it

back to something you feel, a place that you were. So even as you're putting it

you were. So even as you're putting it out, it's just like thinking of it in that way too, like how are people going to receive this? And I know how it is when you make something where it's just

like this song is good, so everybody should get it. Um, and I wish that was enough.

>> But it is really thinking about how do you enter people's world when it's super noisy, right? So, we got to figure out

noisy, right? So, we got to figure out what's going to be uh the relatability, the similarity, the story that people can follow along to. Uh there's a really

good book and I am going to put it up on my Instagram after this because I'm blanking on the name, but it's basically

talks about script writing and how there's really seven stories, right? So,

it goes into each thing and you begin to learn like, okay, how to talk to people in this way, what do they need to hear at a time like this? And test out

different messaging. Uh, just so you can

different messaging. Uh, just so you can think about the framing of the record because once you get through setting the vision, then you get to the buildup. So,

what's going to be the small hints, the slow burn tension to really let people in. So, in the case of seven, we knew

in. So, in the case of seven, we knew this record was going to be fun and really new from from what people were

used to. It wasn't the traditional R&B

used to. It wasn't the traditional R&B ballad. It was like, "No, let's dance a

ballad. It was like, "No, let's dance a little bit."

little bit." >> Yeah. You let me live my life.

>> Yeah. You let me live my life.

>> Yeah. U it was like the things that led up to that because even in the sound it's like oh what are other moments that

could live in this world. So this girl is also obsessed with Stranger Things.

>> I am.

>> Um so we were doing uh a glam day and she was fully in talking to us about Stranger Things and I'm like hold on we need to capture this. Um, so we filmed

that and then naturally what was playing on her TV was also songs that she listens to uh on YouTube. So so many people were clocking the music videos

that were playing in the background and being like, "Oh, taste."

>> Yeah.

>> So all of those little things to be able to let people in and just create that connection. Um, and then with launch

connection. Um, and then with launch moment, I feel like that could look different for everyone. And also not thinking of it as the finish line

because that is the piece where uh it typically stops.

So even if you see some of your favorite artists, it's like, oh, you see the cover art, you're like, yes, >> I want this to happen. The song is out.

They thank all the DSPs and you're like, yes, >> crickets. Um, and you're wondering,

>> crickets. Um, and you're wondering, okay, well, what happened? Are they

doing a music video? No music video.

Lyric video. No lyric video. And it just goes quiet. Um, so

goes quiet. Um, so >> thinking about how you can continue to talk. So for seven, the launch moment

talk. So for seven, the launch moment was really the in studio teaser.

>> Yeah.

>> For people to be able to hear the song for the first time, >> give their opinions. And this one was also locked out of her TikTok for >> I was I do. I'm sorry. It happens,

right?

So, after some troubleshooting and some digging, we got her back in. Um, but

what was really crazy is once we were in and just testing all the videos that we had put up on Instagram, it was this in studio teaser moment that performed the

best. Uh, and also just really let us

best. Uh, and also just really let us know like, oh, your fans want to be involved in this kind of moment with you. So, how can we continue to

you. So, how can we continue to Yeah.

Um and so then from there she did a visualizer and now that we are into postrelease it's like okay what else can we do to

get this song in front of people. So

whether the opportunity is a performance on a stage and it's IRL or it's that moment of any of these performance

platforms. So, for us, uh, we did two.

She popped out. This was literally me, um, stalking 1500 or nothing socials.

And I'm like, >> wait, they playing at the blue node.

>> Yeah.

>> Cole Rance, that's your friend, bro.

>> Shout out 1500.

>> Yo, 1500. Yeah.

>> Shout out 1500.

>> So, yeah. I was literally like, ask them, can you pop out?

>> And she's like, when? I'm like, November 2nd.

7:00 p.m. and 9:30. But no, so that was the moment to perform it in a room and stripped down with a band just to also just see like

>> here are people that know me. So even us going back and forth on which songs to perform.

>> Yeah.

>> So tell them which songs you decided on and why.

>> So I decided on um Anytime Any Place, Jana Jackson was one of my favorites.

Um, and I did uh I did that into It Won't Stop because that is a fan favorite.

>> And um I I love Janet Jackson. I love

that era. I love everything about it. I

love that record. Um and you know, a little little tit um I I recently well you'll recently I flipped the melody for

it into another record that is like one of my babies and um it just it just felt right. You know what I mean? It felt

right. You know what I mean? It felt

like it was something that again, it was honestly still another way to like kind of test it out with my audience and my fans to see how they even feel about me singing in that space or singing those

melodies. And um so it was a good little

melodies. And um so it was a good little teaser and it it performed well at the Blue Note and then when we posted it, the fans were like, "Oh my god, I need a record like this." I'm like, "Well, you

know what?

It's on the way." you know, so um it it all worked out, but it was something that was, you know, very much so thought about, you know.

>> Yeah. So, I think also the question always becomes how long should you work a record or when should you move on to the next one? And I think as long as

you're weaving the stories together, they can still happen at the same time and you can kind of bounce back and forth because I also think assumptions was a little bit of a slow burn. It was

>> at the beginning I'm like >> I thought y said y wanted it >> like come on. And then once the dances happened >> I'm like okay this is the energy that we

wanted people to be in to just >> really lean in have fun. Um but I I think they're ready for the for the seven that be talking that talk.

>> I think they're ready for her too. I'm

ready for her too. You know the season's changing. Y'all know how we get when the

changing. Y'all know how we get when the seasons change, right? So it's like it's about that time. the lover girls is popping out. You know, people want to be

popping out. You know, people want to be a little warm and cozy, you know what I mean? So, it's it's feeling like that

mean? So, it's it's feeling like that for sure. I think that um you know,

for sure. I think that um you know, yeah, it's it's time to cuddle up with something, you know? So, we'll make sure that reflects uh you got the soundtrack

for you, put it that way.

>> So, yeah. So, it's like you'll see her through the end of the year bounce in between one still promoting assumptions.

It won't stop being the fan favorite and still a catalog record that continues to perform. So, not ignoring that either.

perform. So, not ignoring that either.

Um, and then with this new record, it's like okay >> this is very Janetesque. So, let me like do some things, lean into some things, >> some things.

>> U, so, no, it's going to be really fun to roll that content out. And then me and Seven have been up here yapping.

>> And we have Marquee. Hi, Marith. Hello

there.

>> I I'm enjoying the conversation so I'm just here.

>> We're kicking in a little too much on if you go to the next slide. So when we think about aligning with brands, right?

I feel like I'm always seeing even my friends who are not artists and just being like, "Oh, that's a part of your routine." like you always have that type of water or you always

have this thing. Um, and so I feel like if you are a newer artist, you may feel intimidated by the idea of like what does a brand partnership look like or

it's too early. And I think the biggest thing is leaning into products and brands that you already use. And if you

follow me, I try that all the time. I'm

just like, I guess I'm free. Um, but no, it like definitely using the tags, even approaching the content that you put up

with like what if they reshared this?

>> Um, so that's always the angle. But I

would love to hear from you, Markeith, of just like what signals to you that an artist is ready for brand collaboration and what's your approach on that? Yeah,

just to kind of piggyback what you were saying the it's what you use every day, right? You

you go in the bathroom, you brush your teeth, you do your hair. There's

products that literally live all around you. And so, there's never an early too

you. And so, there's never an early too early entry. You just have to really

early entry. You just have to really identify with the brands and the products that you love. And when artists come to talk to a brand like Roland, you can already identify that that

individual is in love with that product because normally they're coming to the table with all these different ideas where it's like, oh, you've already really well thought out the strategy.

You've obviously been using the products uh for a long time. Um, so that's really like the key indicator really for us is when the artist kind of comes in with that the business rationale is already

set up of why we should spend this amount of money. The authenticity around you know whoever the individual and the brand is kind of already resonates there. So kind of the business case is

there. So kind of the business case is already presented before we get there.

And I always say like there's multiple layers when it comes to brand partnerships and you see different requests at different levels. So you

have, like you said, you have one artist that comes that has no idea what they want to do, but they know that this keyboard sounds nice. So they'll just hit you and say, "Hey, I saw this new

keyboard. I'm a pianist. Can you send me

keyboard. I'm a pianist. Can you send me a keyboard?" That's one level of

a keyboard?" That's one level of partnership. Then you might have one

partnership. Then you might have one that's more like curiosity of I don't play anything and was curious about what the program is that you guys might have

going on. I don't know much about brand

going on. I don't know much about brand partnerships, but want to know more.

Then you have that third level, that tier, which I was kind of explaining in the beginning, the one that really understands, identifies because they really truly love the stuff that they

use every single day. Like for example, just even as a brand advocate, like you were saying, I didn't understand it until I kept running up my points at Kes, which is a face kind of washing

situation. People were like, "How do you

situation. People were like, "How do you always keep your I'm like, oh, it's Kes." But I didn't understand I was

Kes." But I didn't understand I was using it until I kept going up there and they were like, "Yo, you have all these points. You want to start using these

points. You want to start using these points." I'm like, "Uh." And then, you

points." I'm like, "Uh." And then, you know, people started asking you out and about like, "Oh, what's your faceare routine?" And then it starts to click

routine?" And then it starts to click like, "Wow, I actually love this brand.

I just don't know it. It's actually just sucking up my money, but I'm not really thinking about it that way." Um, so that's really how I think we really identify. It's multi-tier, multi-layer,

identify. It's multi-tier, multi-layer, but really the ones that kind of get over the line and really make an impact are the ones that come with like that identified business rationale of why a

brand would invest in you. And I think uh that's you know the most key important thing and when artists are you know looking at the roll out they should

be identifying brands to help partner with to kind of create that uh that momentum that motivation. And there's so many different, you know, outlet 7 was just talking about, oh, if I'm making a

record, but it's about breakup, you know, have you ever thought about reaching out to Kleenex? Cuz what do you do when you break up? Right? So

>> anyway, just kind of giving some broad idea strokes about how we should look at it, what we're doing roll out from a brand perspective, and how brands know that the artist is ready to collaborate.

>> And then how do you feel about cold emails?

Because I think that's the other thing too of everybody is like okay well once I have the idea in my head what do you think is the most impactful if you are a

new artist and also what's the lead time because the amount of emails that I see where it's like this don't come out next week

it's like no there's not enough time right so >> um >> yeah I think with uh all emails are not created equal, I guess you would say.

Um, I think when they do come in cold, for me it's always, you can tell. I

think there's a level of self-entitlement, selfishness that goes into it where and that's okay. I tell

everyone we were born into a world of selfishness. So, let me just put that

selfishness. So, let me just put that out there. We all have that level of

out there. We all have that level of tendency. Uh but I think coming at it

tendency. Uh but I think coming at it from a perspective of I just I just want something for myself versus I've

identified a gap within the marketplace and I think that I can collaborate with this brand to really hone in and create some value or reach out to a you know an

area where we might feel is underserved or uh just might not know about this you know opportunity. Um, I think that's

know opportunity. Um, I think that's kind of what separates a cold email, whether it's something that's self or something that's really trying to create value within the creative industry.

>> Absolutely.

>> Makes so much.

>> Yeah. And you know what? We actually

have a gap that we want to fill because seven wants to have drum lessons. No,

but I do think like this is the moment of talking about how you want to extend your creativity and even take your fans along the route of you learning something new.

>> Yeah, cuz I'm I'm a really big advocate of like adding tools to your tool belt.

I don't I don't play about that. I'm

going to college in spring, which I'm excited about.

Shout out.

I didn't say that to nobody yet, but I'm very excited. Um my family's on my mind

very excited. Um my family's on my mind fire. Um, but with that, I love I love

fire. Um, but with that, I love I love adding tools to my tool belt any kind of way that I can learn. I grew up in a gospel choir with all of my cousins. So,

you know, after church when you on the drums and you on the keys and this cousin's on that instrument, I was the one that get gravitated towards the drums. Um, my brother had a drum set in our house growing up. So, I've always

dabbled and even recently I had a show with 1500 or nothing. Uh last Grammy last Grammy uh week we did a performance and we were in rehearsal and uh shout

out to DJ he's fiance's the DJ for her and he was teaching me how to play the Phil Collins drum break and I'm like and all of the guys were like and you know you got a nice little pocket on you. I

was like yeah I know I got a nice little pocket. So you know we went to talking

pocket. So you know we went to talking about it and I'm about to start my drum lessons because I it's just another tool I want to add to my tool belt. Thank

you. Thank you. and I'm, you know, I'm excited about it. And then the other night I was in the session with uh with Harmony Samuels and he was talking about my first single um uh I like it and he

was like, you know, you came into the studio and you were like beating on the desk and you gave me the drum cadence more all of I like it. And I'm like that's how much I really am connected to

drums. I love drums. So yeah, with that being said, I would love like um to be able to, you know, further that. Um I

and with the DJ, he actually is um he's on the road a lot. He was like, "We can do them virtually." I'm like, "Okay, so let me figure out real drum set versus electric drum set." And now that's where our head is in terms of our process. So

I would absolutely love to like incorporate and do that with Roland. I

think that um and allow fans to see it because like I said, we all should be adding more tools to our tool belt um continuously, you know.

>> Yeah, absolutely. And even to just elaborate just on uh that piece right there because I think that's incredible that someone that's established in your career decides that hey I want to learn

how to play drums. Um just like even a quick story and how that relates to how we're continuing to evolve at Roland.

We're opening up what we're going to call a creators program. Um that allows not usually we're identifying creatives for their niche. So you know if we are releasing a new drum product we're going

to go look for a drummer. for releasing

a new piano product, we're typically going to look for piano players. What

we've seen over the last couple years is that creatives, if you're following, you know, these streamers like DDG or Kaisen or just individuals out there on Twitch, you'll see a lot of them are crossing

over into kind of music category endeavors and creatives. How many of you guys have ever seen the show Friends before?

So, you know, just a quick story. You

know, four weeks ago, I get a phone call from one of the streamers that I work with. He's a drummer. Um, and he's like,

with. He's a drummer. Um, and he's like, "You never Marketh, you're never going to believe it. Guess who called me?" I'm

like, "Who?" He's like, "Courtney Cox."

I'm like, "Courtney from France." He's

like, "Yes." He's like I'm like, "What did she call you for?" He's like, "She saw my videos and she wants me to teach her how to play drums." >> Wow.

>> He's like, "Can I give her your cell phone number?" I'm like,

phone number?" I'm like, >> "Yes, >> sure you can."

>> So, she calls me on the phone and remember, she's 62 years old now.

>> Just now picked up the drums for the first time >> and now you have all these different outlets picking it up because what we're identifying with is that you don't have

to be a drummer to play drums. What we're looking for is creatives that want to express themselves creatively because we believe if you're building a true

organic fan base, your fans are going to just want to know what you're doing anyway, no matter what it is. So, like

when you guys see me later today, if you want to know more about that creator program, that's really where it's centered. It's not about boxing the

centered. It's not about boxing the artist into what we believe they're going to be. is about expressing and letting creatives to kind of express that we're rolling and we have hundreds of products that can unlock different

creative endeavors. So, just wanted to

creative endeavors. So, just wanted to definitely touch on that for sure.

>> That's exciting.

>> So, next we're going to get into sustainability and business reality. And I think um even the segue into that of Marath really

talking about the level of professionalism and going in and spotting the gap and what would make it work for the brand and you is just the

mindset to be able to get yourself into because when you're really thinking about building a sustainable career, it is going to be consistency over verality.

>> Systems are going to matter. Um, so how you organize your creativity, your marketing, uh, and whatever your team workflows are, especially if it's just

you get a friend. Uh, but if it is, it's just like what kind of things do you have in place? The biggest

thing that has worked for me has been habit stacking. So to think of four

habit stacking. So to think of four things that I can do back to back just to know that those moments happen. So my

first thing is in the morning I know I have to immediately get out of bed or I'll be on TikTok for two hours.

>> Um so it's out the bed immediately right into a a cup of raspberry leaf tea.

>> Um and that's also before my son get up.

So it's life >> in.

>> Uh so that moment first then getting him up into the car and whatever the podcast or article that I've already bookmarked to already have that on and it's playing

in the car. So it's like okay I'm getting the moment to be able to know what's going on outside and it's tracking through my day. And the other

thing is I do all my calls on Tuesday >> and I also do them while I'm on hiking.

So it's just like one we're going to make this call efficient because half the time I'm like >> uhhuh no it makes sense. Um so yeah just

thinking of the ways that you can move through your list and do the things that you need to do and then also knowing when to partner. I feel like a lot of

times out of the gate you think I need people like I need a bunch of people.

What are we going to do? Help me do this. Um, but I feel like as you're

this. Um, but I feel like as you're building your team, if you are moving through the steps, so you've already seen what it's like to pitch your song

on on the Spotify back end. You've

already figured out when you've had success and when you haven't. you've ran

small creator campaigns and know actually I got to give them some kind of creative guideline. It can't just be a

creative guideline. It can't just be a open format because that didn't work for me. So just having those things so when

me. So just having those things so when you bring people along you can also realize when they're actually doing their job >> or just collecting a check from you. Um,

and then also knowing when to pause because I think uh a lot of times when something isn't working, you're frustrated or you're trying to figure out what to do next, but knowing that

that's a pause and not a stop.

>> Um, so taking that moment and being like, okay, have I done everything I can do for this record? and maybe I'm gonna move to the next one now and run it

through those same steps and just to see was it the record, is it me, is it time of year, like what are those things? Um,

and then lastly, it's just like the way you think about success cannot be wrapped up into data. Like

that's going to be obviously an indicator, right? So it's like, oh, I

indicator, right? So it's like, oh, I put out this record, it has this many streams, or I put out this video and this is happening. So those are going to

give you signals. But I think if you're thinking about it holistically, it is last month I put out four pieces of content and this month I put out eight.

And from this eight, I had these learnings. These are the ones that

learnings. These are the ones that performed the best. So this is the pocket that I'm going to stay in. uh

versus wondering why you haven't hit x amount of followers or those kind of moments.

It's just like what learnings can you keep implementing along the way and just keep uh iterating on your plan versus abandoning it when you feel like you're

not hitting the marks that you want to hit.

And then if we think about marketing and PR, right? So, this is going to be our

PR, right? So, this is going to be our little exercise for today. I thought

long and hard about this, so y'all better do it. Uh, no, but um, no, I really want everybody to take two minutes, right? And if you think about

minutes, right? And if you think about either where you are now, where you want to go, what you want people to know. So,

if you had to introduce yourself, you're the product. If you have to introduce

the product. If you have to introduce your song, if you're introducing a project, what's the one sentence that captures the era

>> and seven, you going first.

>> I'm I'm thinking, hold up now. The one

sentence that captures the era for me.

Put your music where your mouth is.

That's mine.

>> I put my music where my mouth is. And if

my music is colorful, it'll it'll show through and through. So, I'll put my music where my mouth is. That's the air for now. So the the further and the more

for now. So the the further and the more extreme and the more experimental the music, the further and the more extreme and the more experimental my physical my

my world this go around period.

>> Okay. Who wants to be brave?

Yes. Hi. I think that's really cool. So

how do your visuals look?

>> Um the visual is out. It's set in blue lighting. It's very slow moving. It's

lighting. It's very slow moving. It's

>> slow and you just said we just It starts off slow.

>> Okay.

>> It starts off, but then you see the exact reason as to why my character nerd goes into the direction she goes into.

So heartbreak >> and it's trying to get over that heartbreak. And then we move to the next

heartbreak. And then we move to the next visual, which is running, which is me running away from my problems. >> Yes.

>> And then now we're at butterflies, which is me accepting everything.

>> I love that charact. That's a good character art. Okay.

character art. Okay.

>> And I like the through line of the running. Yeah.

running. Yeah.

>> Okay. Do you run every day?

>> Yeah.

>> You going to take us on IG stories and it's like, hey, >> here here's the moment right before my run. Here's postclarity run the moment

run. Here's postclarity run the moment and tell us what you think and what happened. Where we at? Are we over him?

happened. Where we at? Are we over him?

>> Okay, good. Let me start running, too.

>> Okay. Can we have one more person?

>> Who won? Who won it?

turning pain into purpose.

>> Amen.

>> Amen. Amen. Amen. Amen.

>> Okay. And you're an artist.

>> Uh yeah, I'm a singer songwriter. Name

is Ben E. Davis. Um current single is called American Boy in London. I sampled

Sting. Did it the right way. # no Diddy.

Um as an independent artist, it was very hard to do to clear a sample of >> What did you go through? DMG samples.

>> I had to go through DMG. Yeah. DMG.

>> Everybody write that down. Do not put that record out without clearing that sample. Okay.

sample. Okay.

>> Um >> what does the song sound like?

>> Um it's uh Does anybody know Englishmen in New York?

>> So I flipped it.

>> Whoa. I'm American. Oh, can you see I'm an American boy living in London.

>> So sample that that chorus, a little bit of pop with hip-hop influence. But the

new stuff um >> is painful because I went through a friendship breakup.

Um, >> a friend of mine won $10 million on a TV show, >> then kind of ghosted me.

>> Um, won't mention the names obviously because I do that. So, I'm trying to navigate the new the new phase of telling my side of the story of the preparation and the friendship that we

had leading up to that place and then what the, you know, what's coming. I

need the 37 part Tik Tok >> cuz I'mma find out who the friend is.

>> Well, I've already said I've already said too much.

>> Drugs window up a little.

>> Y but um yeah, it's um yeah, this I just trying to figure out Yeah. where we go from here. Um but I've been crying for

from here. Um but I've been crying for like eight months, so we'll see what happens.

>> Yeah. No, I I was half joking about the stories because that is literally I feel like even if you are >> obviously keeping the confidentiality

piece of that, but how many people can obviously relate to losing a friend and what that feels like and the grief >> that goes along with like mourning a person that's still here and walking around

>> still. Yes. And and the leveling up and

>> still. Yes. And and the leveling up and the I just didn't, you know, I I left LA for that reason. So the whole leveling up and having another LA story of like, you know, you think your friend's going to take you with them and then you get

left behind.

>> We need to hear that.

>> No, that that is great context to lead people into the music. Thank you so much.

>> Thank you. Love your stuff. Just Yeah.

So happy you're here. Thank you.

>> And the best of luck to your music.

>> Okay.

What is the last record that you put out and how does it tie into that one sentence tagline?

>> The last record I put out is um called Kasamigos.

>> Okay.

>> And um I love tequila.

>> So it comes right after this this record I put out called Digital Criminal. So um I went to federal prison. Uh

>> oh.

>> And then obviously for digital crime and then there I learned Spanish. in

Florida. So, I learned Spanish >> and I had a Dominican girlfriend on the outside at the time. So, uh

>> and then I just kind of lived my life after that. So,

after that. So, >> and put it into the music. I stuck with something I love.

>> Okay. So, we stuck with the music.

>> Yeah.

>> We did a little crime.

>> Of course, >> we had met a cute girl.

>> The girl still here and she gone.

>> Gone.

We gonna pull up the custom.

>> Yes, we have a shot of tequila. We're

moving on. Okay. All right. I like it.

>> That's it.

>> Thank you guys too as well for hosting this, for being here.

>> And thank you guys. Reason for this whole exercise is I feel like if you can't describe the story, your fans

can't either. So, I know we all like to

can't either. So, I know we all like to think like I'm so layered indeed and a lot of times it's just like no, what happened,

>> you know, and like how can people easily um latch on? I have actually been reading so many books about copyrightiting

>> um in the sense of like >> what's on the ads, right? And

it has made me think about everything so much differently. Uh because

much differently. Uh because I think we definitely want to be seen as like these really complex characters and oh like there's so much to know. Don't

put me in a box.

>> Uh but I really think boxes help people understand and it helps everyone else sell things. If you're able to be like,

sell things. If you're able to be like, "Hey, okay, what kind of drink do you want? You want a Sugar Rush? You want

want? You want a Sugar Rush? You want

water? You want whatever?" And it's like those identifiers, package it, sell it.

And so getting into that understanding of just like how can I make this easy for people >> so they get what I'm about and know where to place me and know kind of where

I fit in their lives as well.

>> So just story clarity is what I say.

>> Yeah.

>> Okay. Now, I was so tickled seven by the uh girl because she was talking about Taboo. That's my favorite seven record.

Taboo. That's my favorite seven record.

>> Um I'm still mad that 17 didn't push this song. It's so good for our time.

this song. It's so good for our time.

So, she wasn't talking about us.

Give new life.

>> Yeah. Remix.

>> Um but really leaning into what your fans are saying. Uh, and which records are also the favorites for them? Because

I think obviously when you are selecting singles, you have the ones that mean the most to you or the ones that you love to perform and sometimes it doesn't always

line up with the fan story.

>> Sure. Um, and I think it is whether you're calling them fans, community, audience, whatever, but just knowing that they're also your partners in storytelling.

>> Because I'm always in the comments seeing what are people saying, how are they responding to the record? Um,

and how can you create ways to give them a moment to participate?

>> Because I also think now the way that social has changed. Before it's like you were able to put up a beautiful picture of people like yes it love it. Um and

now you got to throw a meme in the mix.

You gotta have a caption that's giving them something to be able to respond to.

Um so knowing that they're your partners in storytelling, inviting them in to participate and also if the messaging makes sense,

they're going to spread it better than any PR campaign. Um, so

when we really think about the creative utility as well, it's just like artists, brand partnerships, not thinking of any of this as just social

posts, but tools and access and environments and community. Um,

I feel like when we when you think about and anyone coming to you, uh, Markeith and wanting to partner, do you go

strictly off? Okay, let me look at the

strictly off? Okay, let me look at the numbers. What does their fan base look

numbers. What does their fan base look like? Or is it No, what you're doing is

like? Or is it No, what you're doing is really niche and fits this pocket and your engagement is really high even though you have a small smaller

community size. I think it's uh evolved

community size. I think it's uh evolved over time with the algorithm. I think

everyone could probably attest to that.

I'm always asking like Instagram, how are you telling me what my fans want to see when I shook hands to with all these folks that I actually met? So,

obviously, it's changed over time. So,

it's almost allowed us to think things through uh through differently because I think there was a time where we just went off of numbers. We said, "Hey, now it's like we can't because

>> I don't know if Instagram is blocking this individual's algorithm, right? So,

it could be skewed numbers." So,

honestly, what we're looking for these days is authenticity in the content because you can tell when it comes over whether it's organic or paid. Um, and I

think the other thing that really resonates, I look at it as I call partnerships, especially in our ecosystem, a spiderweb. And I don't think you can get too far out of the web

if you're really in the know. So to me, it's not how many people follow you, it's who follows you. Those are the things that I look for within the

ecosystem of the spiderweb because it'll tell me like if I'm looking for a drummer, if I go to your page and you

have the likes of, you know, a Jimmy Jam or a Chris Dave or a Sheila E or, you know, these renowned, respected drummers are really following and tapped into

what you're doing. It doesn't matter how many followers you have. It's telling me that cuz I believe that >> the top are influenced by the people that are kind of creating all the time.

I always say I'm like, "Where did you get that idea from?" Because that's where I feel they're influenced by the the ones that are in that kind of race all the time to just continue to put

stuff out there until you get that that viral or whatever the sensation you're looking for. So, it's not numbers. It's

looking for. So, it's not numbers. It's

really about authenticity in your craft and who is following your your journey I think are the two um things that we really look for. Numbers these days are

just numbers. I can go by numbers.

just numbers. I can go by numbers.

>> Yeah.

>> On the internet.

>> It's great to hear you say that as an artist. It's really great to hear you

artist. It's really great to hear you say that.

>> Okay. Next one.

>> Okay. So key takeaways really thinking about rollouts as the heartbeat of your brand. Brand alignment really is going

brand. Brand alignment really is going to build that credibility. Longevity

comes from storytelling, organization, and connection. And really knowing that

and connection. And really knowing that what you're building is bigger than the song, right? And so how you're able to

song, right? And so how you're able to just keep it going and invite people in on purpose. So having a lot of intention

on purpose. So having a lot of intention of just like what kind of spaces you're creating um and being able to go from

there. So the next slide

there. So the next slide is my recommended resources for you guys. So one of my favorite books is

guys. So one of my favorite books is Building a Story Brand by Donald Miller.

And these are really just great starting points. So that book in particular

points. So that book in particular really helps you understand if it has been difficult for you to like craft an

artist message, you get a level of clarity and focus I think as well because when you're hearing different examples that doesn't feel right on the

nose music related. So in the book he's talking about a coffee shop and all of these different places and how to apply the same logic. I think it takes you in a different space so you can really

think through that piece. The other is the Venice music blog. So we have become the case study hub of just really studying rollouts and figuring out man what worked, what got people's

attention, what things can other artists try and then lastly Roland's artist hub.

So learning what's out, how are you able to create different sounds, tap in with different people, know who's doing what.

Um, and we're going to close this out with our last question. Donovan, the

next slide.

Does genre still matter?

>> So, I feel like Donovan, did you throw this in here?

Who threw this? When I seen it, I stage.

Um, but I I have some spicy takes that I'll say for the end, but uh I think do you you want to start seven or should we start in the audience?

>> I don't know.

>> I think you do.

>> You know, I mean, >> we can throw it to them. Okay. Okay.

>> Let's throw it to Hello everyone. I'm Yurel. I'm one of

Hello everyone. I'm Yurel. I'm one of the uh LA hiphop artists here. And I

think genre matters because if you look at the word, you look at the word, the word itself has to do with the gene and the DNA of what you're creating. And

that fuels your brand. That's where you start off. If you don't know who you

start off. If you don't know who you are, what you want to make, what you want to bring to people, you're just out here like floating. So I think genre matters when it comes to like where your

inception is and influences can vary and being from different walks of life matter to the creation but at the end of the day we all a melting pot. So the

genre you start in or what you want to create initially is why it matters but after that it's really about who you are in that genre. What story are you bringing to the genre? So

Hello guys, my name is RL Pon. I'm an

R&B artist. And to piggy back off what you said, it definitely does matter because one of the first questions that people ask you when you make music or what type of music you make, right? So,

it's definitely good to say like, "Oh, I'm an R&B artist. I'm a hip-hop artist.

I'm a pop artist. Alternative, whatever

type of music you make." And that definitely defines who you are as an artist. and you should definitely carry

artist. and you should definitely carry that with you through your journey.

>> This has been incredible by the way. So,

thank you. Just want to thank you all three. Um, so my name is Sheibba and

three. Um, so my name is Sheibba and Sheba Salomarium. I'm an artist

Sheba Salomarium. I'm an artist historically, but I also work with other artists and help them start, grow, and scale up their careers. And my my answer to this question is that it of course

matters, right? like where you start the

matters, right? like where you start the story is really important, but I think that I think authenticity matters. Like

if you're trying on genres, you know, like you're at H&M trying on clothes, if it's not authentic to you, if it doesn't come from a like your soul and your heart, people will smell that.

>> So, I think that, you know, it's really important not to play um game the system with genre, which sometimes I see artists doing. If it doesn't come from

artists doing. If it doesn't come from your heart, people will smell it. So I

think you know genre does matter but make sure the genre is tied to your personal story as an artist and is authentic for you.

>> Thank you.

>> Hi my name is um I'm an artist. I make

like afro soul afro pop R&B music. I was

told not to like box myself in that though. Um but I do think foundationally

though. Um but I do think foundationally like the genre matters, but in today's day, like the combination and blends of music, I think is what kind of makes it

easier for us to not just stay in a box.

Um, so like even the Nicki Minaj Bees in a trap remix, you know, like, you know, like even that combination, I think we're seeing so much of that now.

Um, and it's just so beautiful. Even

with Afro, like you have Afro rock now, Afro pop, Afro R&B. Like there's just so many ways we're able to cross it over.

Um, so maybe that's why that was the question. Also, I'm shaking because I'm

question. Also, I'm shaking because I'm nervous. So

nervous. So I'm a rapper from San Diego, but I live in LA now. I think genre matters until like like as a buildup. like you kind of have to like know the rules in order to

break them.

>> And like when when I started out like I think like TDE was like my biggest influence, but like as I've gone further like I've tried to mix it with other sounds and like lately on this like next project I'm building like I'm mixing it

with like much more of a rock style and it's just like it has to like be bigger than yourself and it also has to be a part of yourself if you're going to do it. But like to build off what she said,

it. But like to build off what she said, like there's so many like BPMs that like you can flow over and it's like if you put it over like certain beats it like

it's so it's just like it matters but like at the same time like if you know how to break it like it can be freaking beautiful.

Uh, trace marks everybody. Thank you.

>> Uh, being a British Jamaican artist living in Miami, I would say as an artist from an artist level, >> it doesn't I'd say similar to your answer there, as long as it's authentic

to you and how I think it's similar to the Roland uh, how would you go after a brand, right? So, if I'm in a party and

brand, right? So, if I'm in a party and I would dance to it, then I'll probably make music to that type of music, right?

So, if it's authentic and it gets me moving, then if I'm in the right mood, then I'll probably put lyrics to some kind of a beat like that. But then when it comes to the song, I think it does matter very much, right? So, you can you

can do whatever feels right, but I've been thinking about it as well. So, I my next song, so I just made an afterbe song and then before that was an R&B song. I just started singing in falsetto

song. I just started singing in falsetto in the summertime. That's a whole, you know, little trip that happened. But

so I have a song coming out on Christmas, but it's actually like a British German bass sound. And just from a faith perspective, I've always wanted to kind of, you know, give thanks and

put out a gospel song, but I'm like, so I've been thinking of I was thinking about putting it out as gospel, but then you're kind of shooting yourself in the foot almost because algorithms are still

running today's, you know, getting out there, right? So from the ground up, if

there, right? So from the ground up, if I'm, you know, if you're maybe Rihanna or something, then maybe you can just call it what you like. But if you're trying to get them to actually, you know, put the flag up and say, you know,

then have them put it in the right playlist and, you know, it is a drummer based track. So yes, and if you can

based track. So yes, and if you can double genre or something like that, then you can't do that actually when you do pitch curators and stuff. But that's

where I think it does matter. We have to like kind of be sharp to know that where this actually fits because until you can actually get about changing things, you have to kind of get in there almost like

a Trojan horse and then you can thank you guys. Everyone really tapped into the pieces. I actually had to write my answer out. Uh that's why I was like,

let me grab my phone. But um no I think from a business standpoint genre still organizes the market right. So from

algorithms and metadata to just industry infrastructure. So if you think about

infrastructure. So if you think about award categories and them making that new country one um and even brand partnerships, right?

So even if they know, hey, we want to link someone with hip-hop influence because you just know the cultural currency that comes with that

>> and who they speak to. So I think from a business standpoint, it organizes the market, right? And then from a creative

market, right? And then from a creative standpoint, which is what I feel like all the artists in the room we're speaking to is we really are in this

period of blurring boundaries, >> right? Um and so I feel like Doi and

>> right? Um and so I feel like Doi and even the record that Rosal Leah just put out, I was like, "Oh, oh, okay." Um but it's just like the blending of hip-hop,

pop, rock, electronic, um and even the gospel moment that we're having. Amen.

Um, and then, uh, I also think obviously Tik Tok and internet culture has played into that so much with mashups because

there's so many records um, of even if I think about songs that I knew and I never knew the name of the band. So, uh,

I think it was maybe last year when I was just non-stop listening to um, is it the cranberries?

>> Yes.

I don't know why I was that emo, but it was happening. Um, but it was because of

was happening. Um, but it was because of Tik Tok and like how it but that wouldn't be something that I would go out and search for. But I immediately remembered the hit from all of the

movies that it was synced in, but then it just led me to be like, "Oh, actually, I'm in this mood and I want to listen to this genre of sound at the moment."

moment." Um and then I think on the other end of it from the cultural standpoint it's

super political right um because I think we can say oh genre doesn't matter but then you think of all of the categories that say for instance black artists may

have been shut out of >> so then you can understand why >> gatekeeping R&B might be a real thing you know that people want to talk about

and was swag and R&B album.

>> We don't know. No, but um you know just all of those things and just the identity that comes along with that. So

I think even with the passing of D'Angelo and how you were really able to just tie that back to Neo Soul

>> and you couldn't strip those two moments away. So, um I think the real

away. So, um I think the real conversation is just who gets to define it, >> when do the rules apply because I'm like

>> the go the goalpost be moving. Um

>> of who gets to make it on the hip-hop charts, but who don't make it on the country charts. Um, so all of those

country charts. Um, so all of those things, but I think as you're creating and thinking about it, of course, I think you have the freedom

>> when it comes to creativity, but then once it's the business, we understand why we got to put it in the box. Then

culturally understanding who we're talking to and just also who do we have to pay respect to who kind of led the way in that category.

>> But thank you guys.