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They Hacked Their Way on Tour With their Favorite Band by Selling CDs to Fans in Line

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Michael Walker Modern Musician New Music Business Ari Herstand

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Ari Herstand
Ari Herstand is a Los Angeles based musician, the founder and CEO of Ari’s Take and the author of How to Make It in the New Music Business.
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They Hacked Their Way on Tour With their Favorite Band by Selling CDs to Fans in Line

Listen on your favorite podcast platform: Spotify | Apple Podcasts | Stitcher | Acast

Michael Walker is a keyboardist for the band Paradise Fears, who made headlines years ago for a thing they called “tour hacking.” They sold 24,000 CDs at around $10 a pop in just a few months to fans standing in line for concerts of similar artists. This is the DIY method of DIY’ers.

Obviously this tactic doesn’t really work anymore, so we talk about the evolution and what that turned into, what his ideas are now, and how you can turn those tour hacking ideas into something that works today. We went deep into marketing concepts, tactics, and human psychology.

4:15 – Selling CDs to people in line at other bands’ shows and making more than $100k
13:12 – Going on tour with All Time Low
18:12 – Selling merchandise and building fans through social media
33:24 – Making money and just to make money + the super fan concept
39:10 – What has Michael learned by working with this grassroots band over the past few years?
47:55 – Facebook Messenger and paid traffic and goals
56:40 – Building effective funnels
1:07:45 – What it means to Michael Walker to make it in the new music business

About The Author

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Ari Herstand
Ari Herstand is a Los Angeles based musician, the founder and CEO of Ari’s Take and the author of How to Make It in the New Music Business.

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Is SubmitHub Good or Bad for Indie Musicians: Interview with the Founder

Jason Grishkoff started a music blog called Indie Shuffle back in 2007, when music blogs were still cool. After a 3-year stint at Google, he was lucky to take the blog full-time in 2013. From 2014 to 2015 digital advertising in the music industry changed rapidly, and a number of bloggers found themselves looking for alternative sources of income. Many gave up to focus on their day jobs, but Jason decided to double-down on his coding abilities and created a website called SubmitHub, where musicians, labels and publicists could submit their songs to blogs like Indie Shuffle. Flash forward to 2022 and nearly 30 million submissions have been submitted through the platform. Jason still runs the operation as the only developer, and the product is constantly evolving to meet the needs of the modern music promotion industry.
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