Connor Schofield  
So, basically, I chatted to Chris yesterday about a few things. But I mainly wanted to talk to you about like, just more the digital side and how you would allocate money to adverts. And I don't, because I don't really understand it. Like, from my perspective, it's always been a you guys that do that. Yeah. So as far as I'm aware, it's just like you put money on it, and it goes and does its thing. But I know there's a bit more to it than that. I know that I don't probably have to go into like, the analytics of it all. But I just would like to understand it a bit better. So I don't obviously come across as sort of stupid,

Unknown Speaker  
completely understand that. But

Unknown Speaker  
I'm at the point where, so that the presentation I'm doing is about if I had 500 pounds to market a single, like, what would I do? And I've got to the point of where I'd be looking at Facebook adverts with about 360 quid left. Cool. So at the moment have allocated 300 pound of that to boosted a post for when the signal comes out. And then go to dark ads. One, two fans and one two people that aren't your fans, and then the same again, but when the video comes out, so 50 pound on each one.

Unknown Speaker  
So with the video be the same day,

Unknown Speaker  
video be like a week or two weeks later.

Jack Blurton (The Orchard)  
Okay. And so what's the first if it's 500? What's the 200 going on?

Unknown Speaker  
to her? Got a bit of match, setting up the digital distribution and buying stuff to make the video.

Unknown Speaker  
Sorry, so I reckon How much is it? 300 left's total

Unknown Speaker  
365. But I've added, as it stands of allocated 300, just so I can comment on the budget.

Unknown Speaker  
I reckon I would put half of it behind the Facebook ads when the signal comes out, then half of it behind YouTube ads when the video comes out. And I don't really know how you want to split that because it's not like a low load of money, like, but I think you kind of just worked with what you have a certain point like, I think it's tough when the video is not the same day as the single because you're kind of elongating the campaign. Yeah, I mean, like, it's good, I prefer it, because it's obviously good to have that talking point two weeks later, so you can bring up the single again, but in terms of doing ads for it if you don't have loads of money, and it means that you've then got to run ads on the single release day, without sort of any like visual assets, you've kind of got to create your own, either animated artwork or, and, like behind the scenes videos of the artist or band or, you know, sometimes they just don't have artists that just like create something in the moment where it would just be like a visualizer or something that they like the look of. And that could work too. But I've personally I've sort of gotten to the point where I don't like putting animated artwork up as ads. Because I don't know about you, whenever I see them advertised. I hardly ever pay any attention to them. I just feel like it's a bit of a waste of money. It is all about video. Really. Yeah, exactly. So I reckon with the 300. Maybe, maybe I'd spend 200 pound across Facebook and Instagram on the single release day. Mm, depending on what the asset was. And then I'd save the 200 per 100 across Facebook and Instagram on the video release day and 100 pound on YouTube across that video real estate as well as the 100 pound obviously on YouTube is pushing out the music very directly like especially if it's non skippable and it also has a pretty direct what's the word? I can't remember. It's, it helps the video along because obviously just direct views like it's, it looks better to have the views on the video for a lot of artists and managers. And also it's just good to be cross platform. And yeah,

Unknown Speaker  
maybe we consider YouTube at so that's a good little addition. Hmm.

Unknown Speaker  
It does get sticky and understand that looking quite like difficult from the outside looking in, especially when like, it's all brand new. But it is this like a brand new is like, hypothetically.

Unknown Speaker  
Yeah.

Unknown Speaker  
That's the reason why I separated the video in the single just to create a little bit more of a timeline. Yeah. But yeah, I guess in in if it was like drawers or something, it would be different one there.

Unknown Speaker  
Hmm.

Unknown Speaker  
I don't know,

Unknown Speaker  
I think we've I think it's been easier sometimes with a bigger eyes to split out the space between like the single in the video cuz that tends to be more to talk about and you know, more fans who are going to be excited to hear about a video in two weeks, I think. Yeah, with a neurologist, it's good to have like a longer period to talk about the single but at the same time, if you're, if you announced a single and then you know, it gets pretty good response or whatever. But you haven't really built up a fan base yet. You're kind of then saying like two weeks I got video coming and is kind of a tepid response to it join in. And I don't think it's a bad plan. Like there's plenty of artists that work with to do that. Because I think it's better for radio as well, potentially to have it two weeks later, which I think is a lot of the reason why people do it, which I've got nothing to do with salary pay much attention to it. But and I can in terms of like the ad set up for Facebook, I think you're dead on I would just do. I think I was Yeah, I I think I would boost the pace. I just I wouldn't call it boosting the post because it kind of means something different. Yeah. And within the posters when you're on Facebook, the platform, and there's that big boost button next to it. Yeah. And that's kind of known for being quiet. Like, it can be a bit of a waste of money. Okay. So what I would do kind of sounds very technical, but you would set the ads up, and then use the organic post. So the artists would post the release, and asset and copy. Yeah. And then I would set up the ads in the background. So that it has all the targeting for fans and non fans. And then I would use the organic post as the as the ad. So I don't know how technical you need to go into it. But you can basically say I'd then use the post ID of the organic post as the ad. And that should make sense to whoever's.

Unknown Speaker  
I mean, sorry, that sounds pretty. You've summed that up in like, quite a small amount of words. That's probably like, perfect.

Unknown Speaker  
To be honest, man, when you're done with it, like right now or ever feel free to send it over and I'll have a have a look. I don't mind that.

Unknown Speaker  
Yeah, man. Thank you. So I mean, I've got to it's not I've actually it's only like a 15 minute presentation. All right. Okay. Hello. It's, it's it's not actually that long when sort of when I did when I sort of run through. I did, like a little run through yesterday fall into bed, and it was just under 15 minutes. So that was probably with me rushing a little bit. So I think it's in a good place. It is. Yeah, it's wanting to like, I think if you don't know about some of these things you can. It's so blatantly obvious when you started late at night when I just said about the same boost in the post, like,

Unknown Speaker  
is there Why would you know that?

Unknown Speaker  
Yeah, yeah, for sure. Because it's like, I know, I do know about like PR a little bit. I've worked in PR a little bit and I've made videos myself. Yeah, I know a little bit about getting CDs or records pressed. And so I've managed to talk quite well about like, why I would and wouldn't do like certain PR things. And then even I've got a little bit of like, knowledge of planning this stuff, because I mean, I've done it before. Yeah. I you Kristen Chris was always like, open to my ideas and things, which was always nice for over the years. Which was helpful. And I guess it worked. So

Unknown Speaker  
yeah, I mean, it's a different strands. But that's always why I preferred working independently over a major, right? Like, the artist actually gets to determine what they want to do.

Unknown Speaker  
And it's there I've got I've got no no experience of working that other way with a major kind of kind of thing that if I went into that world, now, you've just caught me off, because I just be like, that's not

Unknown Speaker  
what I want to do. Yeah, exactly. It's more of business than that. And it's no, it's about like, I just I To be honest, like, if that's the game plan for these ads, I reckon that's the kind of route that I'd take, it gets difficult to be sure when, you know, there's like a couple of different assets, a couple different factions to apply. And you've got to kind of piece it all together. And, you know, I've definitely had times where like, you second guess yourself? And like, Is that enough money on this and that kind of thing. You just kind of can't at certain stage as long as you've set up everything. Right? And that wouldn't be your problem, right? Your problem is determining the budget. Yeah, then everything is fine, I think and you just, you'd want money on the video. If you put money into a video, you want views on it, right?

Unknown Speaker  
Well, and I've put 22 pounds to a video. I've not actually got a green screen. But that's why that's why I've written the budget.

Unknown Speaker  
And Phoebe bridges song that's just a green screen and her in the skeleton skeleton. See those said

Unknown Speaker  
that as an example. Because that came out of it, as well. It's just a, it's a perfect video to sort of say, us and they made it themselves.

Unknown Speaker  
Did you send an email last night about videos,

Unknown Speaker  
or if it was on my Instagram story?

Unknown Speaker  
That was that I remember saying I was having to think about it. But I was a bit drunk. But think about it today and see if I can remember anything

Unknown Speaker  
found. There's an old Claire video that she did, literally on, like her laptop webcam, and then has just put like the subtitles for the song. And it's got like 65 million views or something is that's mad. And it's just like, these these videos, the kind of work you can save your money on it. And it also lets the personality of the eyes shine through a bit more.

Unknown Speaker  
Yeah, there's like a lot to be said for like the bedroom pop is right where, I don't know, I think that kind of DIY kind of attitude that they have kind of seeps into everything and actually makes everything like, very personal. And I think that's kind of why it's doing so well at the moment is because it doesn't feel so curated by major right, like, sure. Yeah, you

Unknown Speaker  
also get that actual kind of you believe you kind of know that person a little bit.

Unknown Speaker  
Exactly. Because a lot of time you've literally come up with them from the bedroom. Right? Like you watch the career.

Unknown Speaker  
Exactly.

Unknown Speaker  
And

Unknown Speaker  
what else could I ask? Is there anything like that you've seen over the night locked down? This I've been super creative, or just notably, a good kind of different way of marketing doesn't have to be like a live performance. Just it could be like a piece of merch or anything like that.

Unknown Speaker  
So I've done a couple of things with the starters and all the gartland so you come up from YouTube, mostly. So she's really good. And in front of camera, but she did a couple things around. I think it was BLM and that on the movement earlier this year, yeah, he did a covers a THON, where she like asked fans to send in requests for or to fight perform covers on this live broadcast. And I think was a five pound donation and all the money went to a BLM charity, a common which one but ended up recording like 300 covers or something and making a tonne of money. Yeah. I thought that was quite an inventive. She also did. We were doing this thing last month where she had this new single app called pretending. Yeah, and we invited fat like she gave away the stems and the chords and basically like every one of the parts of the song. And we had this like reimagined competition where we asked fans if they wanted to re record or like rewrite or whatever they wanted to do. This is a song and like send it in to us as like competition. And we gave away a Fender guitar with it and that's a good I had like 400 entries I was mad it went fucking bananas but we got it was all like sign up to the mailing list as well so we got something in return from it and wells the one I've wanted to use for a while but I haven't had the chance to and I've sort of done it with dodi this week but his release Instagram sticker as like a teaser for a song so if you go on Jodi's Instagram after this she has a story up at the moment where it's like it's just a sticker of her new song but it just reads teaser instead of you know what the actress Her name is and all this week we're just leading into the song being announced released but not saying the name of the song. But the tracks called rainbow and it was on YouTube like two years ago. So all of these old fans have come out of the woodwork like holy shit it's rainbow and then I saw these new fans like wait what like what's happening so that's been interesting just trying to gather cool shit.

Unknown Speaker  
That's cool. Was the was the thing with the remix? reimagined thing did you have to? Was it one of borders guitars or did you have to team up with Fender

Unknown Speaker  
I think all the talk to the fender I think Jackson ended up putting a bit of money into it herself. card number but she she just got I think Fender she's been a bit like sketchy details. I can't remember if she said that she paid a bit of money towards it, or she's paying postage or something. Yeah, the winner ended up being from Portugal. So like the postage cheap? Yeah, no, that one that one went really well. She's super creative with stuff like that. I was actually putting things together for her. earlier. Let me just find it one sec.

Unknown Speaker  
That's cool. need to think about what jaws are doing?

Unknown Speaker  
Yeah. How's that going?

Unknown Speaker  
We've like not doing anything this year. We had like one show. At that, like, outdoor Arena in Newcastle. Yeah, I remember that night. Yeah. Which was good. is interesting. Like just performing today? Hardly anyone? Well, it was weird, because it was a 2000 people, but on like, the same size side as like, read into mainstage. Well, so it was just so hard. Well, or something.

Unknown Speaker  
What was it the little stages that people were standing on?

Unknown Speaker  
Little platforms? No pens. But it was Yeah. Big site with loads of people with like, Yeah, but it didn't feel like a lot of people is when that wasn't good. But I've been writing. But because we've not been able to meet up and do actually do things. It's been in super quiet. Yeah. But maybe we've got a live stream in a couple of weeks we're doing from Birmingham. So maybe that will kick us out of the RS

Unknown Speaker  
actually get stopped by the weird. Yeah. Like I was all I've tried to say to artists this year is just like, Don't praying about feeling bad about you know, doing shit. like everyone's going through it this year. Like if it's not, if it's not happening, don't feel bad about it. Like, we'll come back around. So the more fire stuff you're doing right. And that was great. Like, yeah, definitely stay active. So

Unknown Speaker  
that wasn't off as well, because I did have referenced that quite a lot in this because I did everything myself.

Unknown Speaker  
The only thing I didn't do was mix the song. I produced it and recorded it. Did all the PR did all the artwork. I didn't make the video. My friend did that. But yeah, it was hard like to spend days just like finding people's email addresses. And then even not getting anything back and then chasing them like five times then getting something back and then chasing them five times again. And it went it went quite well. But it didn't turn into like the press went well, but it didn't like equal streams.

Unknown Speaker  
Right?

Unknown Speaker  
So it kind of like after I did the second song I say God like this is so much effort for such a little sort of reward. So I've kind of sat on it a little bit. I've had a couple of PR companies be like look, we we really want to do it. And I'm like brilliant, how much money and then obviously, I won't support that. So but I've been Talking to the guys at Reagan, who have just started another little label. So hopefully I can do something with them next year, so don't want it to kind of just fade and fade away. Because it is good enough some good songs that I'm sitting on.

Unknown Speaker  
I was gonna say like, a little, like independent label or something. I don't know if you've spoken to Chris about it. But like, soon as he used to be label manager, I'm sure like, he's got connections here and there that it could be like, well, you look into this guy, you know, that kind of thing, as well.

Unknown Speaker  
I reached out to him originally, when I first wanted to put it out. And I don't think he had the maybe it was when he was switching jobs, or he just didn't have the time. Because I did another solo project through his his little label to do, but he was just like, yeah, I want to help you. But I just don't have to sort of the time to do at the minute and as it Okay, brilliant. And then. And then I got in touch with Joe. And asked if like, just if the orchard wanted to kind of back it. And they were just they said it's too small or something that needs to be legs before they can get involved.

Unknown Speaker  
I mean, at our services level, sure. But in terms of like coming for a label that distributes, then that's definitely more doable. Yeah. But it would just be getting in at one of those labels. So I'm again, it's not really my department. And I already know where to start with talking about that shit. But there's like, I fucking hundreds and hundreds of labels that come through us. So I don't know, that's where I'm kind of thinking like, if you did speak to Crystal Joe about like, Is there anyone, any label that you think would be interested and then you can reach out, you don't even need to like, you know, ask them to intro you if you feel uncomfortable with it, as long as you've got the names of the ones that are worth looking into.

Unknown Speaker  
That's definitely something I'm going to do when I'm finished with this, and I've got a bit more time, because yeah, I've been eating all up. Yeah. But yeah, definitely that. I mean, next year could be really busy. If I end up doing a lot of the more fun stuff. And I want to do stuff stuff with jaws because I'm always conscious of jaws is a rare case of weird kind of position we're in I think where we can, we can go away for like two or three years and not do anything. And then when we come back, it's almost exactly it's kind of still there for us, the platform is not there for us to go off. We're quite lucky to have that. But at the same time, maybe it's just from being at school again, and learning about the music industry, they every day, kind of makes you worry how fast things do change sometime. And so definitely, with streaming, it's kind of like you don't want to miss, you're gonna miss something. And then when you do release something is wrong. Or you just not in the loop with everything with like, what's relevant and stuff.

Unknown Speaker  
So I mean, that's the cool thing with Joy's though, right? Like you'd always have Kristen, I and Joe and Dan and whatever to come back to and check in with like, there's not like, you have to go in blind. Like, there's like plenty of time to plan that out as well.

Unknown Speaker  
Yeah, we never we definitely got the Instagram built digitally. And I

Unknown Speaker  
got rejected because it wouldn't do the, because we use later pictures, didn't we? And this was when it was quite new to us. And we were trying to figure out what would be cool wouldn't be cool. Or not would be cool, like what would be approved and what wouldn't be approved. And it just turns out that the pictures would never never be allowed. For some arena wives. I feel like I've seen them elsewhere. But you know,

Unknown Speaker  
definitely that's what I was going to say. Since then I've seen them at the filters that have a pictures of people. And it's like, which which person are you from?

Unknown Speaker  
Yeah, this show whatever I can I'm gonna look into it. To be fair, it's kind of just fallen off my radar, but but I'm happy to like give it and apply for it again. We've got everything ready to go with it. And so,

Unknown Speaker  
yeah, I mean, if everything's there, and it's no stretch, that'd be quite funny for most of us. It's things like that. I think that like every so often, if you can just put a random thing out just to remind you, and you're not just fading away. feel like that would get some good engagements.

Unknown Speaker  
Now and of course, I'll go and find all the bits for that and apply for today. That's cool. I've completely forgotten about it to be honest.

Unknown Speaker  
All right, well, I think that sort of everything I need wanting to ask you. You've sent me some organic post build quite well so I feel like I can include that one. Yes Then questions.

Unknown Speaker  
If you do get asked any questions you can literally just say like I would take the organic post and just put money behind it, but with tar out Sorry, I would take the organic pose, and I would put spend behind it. And I would use the advertising platform so that I could target effectively or something like that.

Unknown Speaker  
Yeah.

Unknown Speaker  
Is the boosting one issue with that is that it's kind of just like putting money behind it and pushing it randomly, it doesn't really have any targeting. So if you do it the way that I said just now, and it sounds a bit more like, you know, I'm trying to hit people who I think would be fans and yeah, look like and all that shit. In terms of fans and non fans, are you good with like, what determines each so like, fans are like either fans of the page or first party engages, okay, and then non fans alike, look alike audiences and similar artists targeting so target other eyes that you want to be in the same conversation as?

Unknown Speaker  
Yeah. Okay. All right. Thank you very much. Good to have a little chat.

Unknown Speaker  
Little It's been a while. Honestly, anything with this shit just hit me up. I don't mind chatting about this whenever. All right, cool.

Unknown Speaker  
Well, I might send you send you a version of the slideshow through because at the moment is like a slideshow. That's also half an essay, so much information on it that I'm going to whittle it down, but it's pretty much what I'm going to be saying. So I might send that through and see if there's anything that jumps out is like, wrong. Go. But yeah, thank you very much. And

Unknown Speaker  
then of course, man.

Unknown Speaker  
Oh baby chat to you in a bit. Cool.

Unknown Speaker  
Yeah. chatting about

Unknown Speaker  
cinema.

Transcribed by https://otter.ai
