Summary of "How to actually create CONTENT for your music project (Masterclass)"

Summary of "How to actually create CONTENT for your music project (Masterclass)"

This masterclass provides a comprehensive framework for music artists (and creatives broadly) on how to create meaningful, strategic content that grows their audience and builds a connected community around their art. The speaker draws on 15 years of experience as a creative director and brand strategist working with major artists and brands, emphasizing that content creation is a critical part of building an artist’s brand and career success.

Main Ideas and Concepts

  1. The Importance of Story and Brand in Content Creation
    • Content should be rooted in a clear, well-defined story or brand narrative (referred to as the "movie").
    • Understanding your overarching story, characters, visual style, and brand personality is essential before deciding what to post.
    • Story and brand make up about 70-80% of a project’s success; music is important but part of a bigger narrative.
  2. Eras or Periods in an Artist’s Career
    • Artists evolve through different periods or eras, each with distinct aesthetics and themes (e.g., Kanye West’s various eras, Picasso’s Blue Period).
    • Each era defines a "sandbox" of creative constraints and content themes.
    • This helps focus content and maintain cohesion while allowing evolution and experimentation.
  3. Campaigns as Story Blocks
    • Campaigns promote specific new offerings like albums, tours, or shows.
    • Campaigns are smaller stories within the larger brand narrative.
    • A campaign should have a clear concept, themes, and a world it lives in (e.g., Tyler, the Creator’s Call Me If You Get Lost campaign).
    • Campaigns can be effective on any budget by leveraging creativity and intentionality.
  4. Content Buckets
    • Content buckets are categories or themes of content that support the campaign and brand story.
    • Examples:
      • Explorer archetype: travel, adventure, cultural experiences.
      • Rebel archetype: underground vibes, DIY moments, rebellious themes.
    • Buckets help organize and diversify content while maintaining cohesion.
  5. Individual Post Content Properties and Styles
    • Algorithms prioritize content based on audience engagement and value, not just follower count.
    • Posts should be valuable, engaging, and meaningful to the audience.
    • Content properties or recurring content formats (e.g., Wookie’s remix reaction videos, Steve Aoki’s jump photos) create consistency and help build brand identity.
    • Experiment to find staple content properties that resonate.
  6. Post Formats and Structure
    • Formats are repeatable content structures (e.g., man-on-the-street interviews, vlogs, hot takes, blind listens).
    • Common format structure: Hook → Lean-in (curiosity) → Story → Punchline (payoff/shareable moment).
    • Formats should align with brand personality and be engaging enough to hold attention and encourage interaction.
  7. Finding Your Formats
    • Choose formats based on your brand archetype, personality, and comfort level.
    • Example: Introverted creators might prefer cinematic voiceover with B-roll rather than on-camera skits.
    • Formats should feel authentic, doable, and resonate with your community.
    • Study platforms and creators you admire to find inspiration without blindly chasing algorithmic trends.
  8. Choosing Platforms
    • Select platforms where your target audience and like-minded people spend time.
    • Focus deeply on a few key platforms rather than being everywhere.
    • Create native content tailored to each platform’s style and audience expectations (don’t just chop up the same content).
    • Ask: Where would my fans be? Where can I consistently create content that fits my brand?
  9. Content Calendar and Execution
    • Planning and scheduling content is crucial; if it’s not on the calendar, it likely won’t get done.
    • Professional artists and teams plan months in advance; independent artists should adopt similar discipline.
    • Map out major events (releases, shows) and fill remaining slots with content bucket ideas.
    • Balance storytelling posts with awareness/marketing posts.
    • Posting frequency depends on your style and goals (quantity vs. quality); there’s no one-size-fits-all.
  10. Content Analysis
    • Analyze content beyond surface metrics; viral content isn’t always beneficial.
    • Ask if content aligns with your story and brand, and whether it’s attracting the right audience.
    • Avoid chasing views at the expense of authenticity and connection.
    • Consistency, clarity of story, and purposeful content lead to sustainable growth.

Methodology / Step-by-Step Instructions for Content Creation

Category ?

Educational

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