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Enjoying this? Forward it to a music friend you’d like to be closer to and start a discussion!

All right. So, for this week's dissection, what we're gonna be discussing is the idea of using 3 accounts to promote your music. Now, I know some of you already like “Jesse, I'm already exhausted by all this shit. I ain't doing this, Chief.” The reason we're discussing this is because there's a viral video (that has some total bullshit if I'm being real in it) about this.

**Since this is a huge breakdown, this will be split into 2 parts. This week (part 1/2), we will dive into the 3 Accounts Strategy Methods 1 and 2, and next week (part2/2), we will be looking into Methods 3 & 4.

But as I discussed in my video on astroturfing, major labels are using tons of fan accounts to basically flood the zone with shit that puts out content about their artists and get people talking. Since then, a bunch of my clients have asked me to design things that work for their artists. I've come up with four models that seem to be working — and if I'm being real, I'm really seeing this stuff work really well right now. I don't know if it will in a year, but the thing I would say to everybody is, if you're like, “Jesus Christ, I don't wanna be doing this forever.” I believe that for a lot of you, if your songs are actually good, about three months of grinding on this can change your life. It's a really good hack, and that's what you pay me to show you.

What Do You Mean 3 Accounts?!

One of the things you're going to think is “oh God, this is more of the Covers.AI/ Floodify.io thing.” —We're gonna talk about that for 5% of this, 'cause I actually don't believe that's part of this three accounts thing.

As we know, I like to go more classy. Most of my clients come to me because they're more classy. I think there are more effective ways of doing it. I think that there are many, many better ways to do it. And then if you want to supplement it with the slop, like the person in this video is gonna talk about, you can, but let's watch this for a second.

This is the video that people were sending me. And I think in general, this has just gotten around.

This guy seems to be lying. If you watch all the videos on his page, the story keeps changing about Labels and how long he was there. Even though these techniques are being used because let's be honest, I'm designing them, and even if somebody wasn't, this is smart to do.

@itscliphub

how you need to be posting your content for your music #musicmarketing #musicadvice #musicindustry

Okay, so first off, I need to say it. You don't have to do this. There are tons of artists who don't do this, who blow up. I will say I think it's really good.

Now, let's ignore that he's promoting his own product that he's talking about. Like, we don't need to discuss that. I'm just giving you context of what he's saying, but I'm gonna show you the way I would do this, which you could do at any size artis,t and you could do for any genre; there are different things for different tastes. So I'm gonna show you the methods I've been coming up with for different people I've been advising.

METHOD 1: OUTSIDE INFLUENCE

IDEAL FOR SMALL ARTISTS OF ANY GENRE

First, we have Method one, which we've discussed on this channel before, but I'm gonna go over it real fast because it's gonna help you understand the rest, some of you missed this episode.

Account #1: Artist Account

This is what we call the “outside influence method,” and it's really simple. You have your artist account, same thing as usual. It's gonna post high-quality, curated content, the type of stuff you're proud of. That account is present in every one of the methods we’re going to discuss: you have your normal artist account that you disseminate information from. If you are worried about not posting lip sync, cringe, dances— whatever it is that makes you uncomfortable, you don't need to post it here. You just post what you like here.

Account #2: Influence Account

The influence account is the thing we've discussed numerous times. So, for those of you who are not hip to this, I’m going to show a great example from TikTok. It describes exactly what I was talking about doing this style account a year and a half ago, but I actually think they did some things even better.

Front Loading/ Leading with familiarity

Particularly, the thing I think they did to improve this content format is that they added a “... but it keeps getting more niche” to the end of their prompt.

And this makes viewers go, “ooo I know that artist.”, it gets it to the right people, and also brings people in with artists they may know first, if they don't know any of the artists, they're gonna go “I don't know any of these artists. This is obviously not the type of music I listen to,” but when it's a really big artist, they're much more likely to listen to it. If you front-load with that, it's really smart. So that's why this method's good. Let's watch this.

So the funny thing is, it doesn't even matter whether the artist is in this video or not. As long as you see the song that's playing in the background, it’s what matters. As we can see the prompt at the top, “my favorite newer alt rock bands, and they'll keep getting more niche as you scroll.” — That's the important thing.

And then obviously the other important thing is this looks like a grunge aesthetic at the top, and then it goes to popular bands. As we can see, it spurs a lot of discussion. There are a couple of hashtags in there. And this caption: from 2.8 million monthly listeners to 258 monthly listeners, here's a list of great bands—I would argue it's better than what I originally came up with in the white paper. And honestly, they did a great job.

Here's what we discussed earlier in this newsletter: what made Lady Radiator go viral.

This picture of this person could be literally anybody, your friend who's willing to lend their picture to something, whatever. (You can scroll through the actual TikTok here.)

I've heard that song so much, even though I mixed it; I don’t want to have to listen to it again. What's good about this TikTok is that the creator puts comments about and brings context to each group to get people interested.

The song that's playing is gonna be what converts the best. That's really what's important.

Now, if you want extra sauce on this, you can curate a playlist. You could say the name of the playlist or put a picture of the playlist at the end or the beginning of these slideshow posts, and that could be your playlist on Spotify as an artist playlist to get your algorithm to go up. If people are liking what you're recommending regularly, they're gonna listen to that, and that's gonna make the algorithm go up, and then you're gonna do even better. All that compounded together, if your song is good, you are very likely to get a lot of growth from this.

So the point being, an influence account is purely curation and just regularly posting this stuff. As we can see with this @altrocknow account.

Work and Improve as You Go

Now a lot of these ain't going well at first, but as they get better at this, as we can see, they're using the same creative over and over, and it's doing 2000 views, they keep going at it, and they keep getting better at it.

And it sometimes goes down in views, but it's getting some views, so they keep going with it. And eventually, you get posts up into the hundreds of thousands of views. So now you've had over a million people see this… how well their song has done is a different story.

Sending Traffic to a Playlist

Yet again, they have this playlist here, with their song first on the playlist. It’s nuts to me that more people don't do this. This is really smart promotion. Shout out to this group who do it. God knows how it's converting, but that's a matter of the quality of the song. The method is what works.

That's the secret sauce with the “outside influence” thing

Account #1: Paid Ad Influence Account

You could go into @altrocknow and make another account that looks just like that and makes those style videos, make it capital “i” in “altrocknow,” replacing the “l”, which looks the same, and run ads on it, if you wanted to run ads. They're getting enough traction without putting ad money in. I wouldn't even bother putting ads. They're clearly doing great, but you could get even more traction if you wanted to run ads.

That is a method that works if you're running ads and tagging the same artists and tagging the Alt Rock Now account. You can be targeting the exact same people who see and hear this, and getting it to very similar people who will likely enjoy the music you make and get a lot of impressions.

METHOD 2: FAN ACCOUNT + AGGITATOR

IDEAL FOR ARTISTS WITH SOME BUZZ AND ABOVE (10k monthlys)

Alright, let's go to method two, which is a totally different style. Method 1, the “Outside Influence Account” strategy, can work for an artist of any size, even if you have no fans.

However, Method 2 is where you need more fans. It's ideal for artists with some buzz, maybe somewhere around 10,000 monthly listeners and above. I call this the “fan account + agitator” method.

One of the things we discussed but didn’t get into detail in the newsletter “How Major Labels MAKE YOU Talk About Their Artists // FAN ACCOUNTS & ASTROTURFING”  —because I wanted to keep it under a certain word count— Was the idea of the Agitator account and how that works.

The idea is a very simple concept.

1. You have your artist account that posts the high-quality stuff you like.

2. You have the fan account that posts what the artist is embarrassed of: who they've been dating, outtake photos that aren't as good, shitty filmed content that's not as high quality as you'd like to put on your front page. rumors, outtakes, leaks, lies—whatever, speculation. “What are they thinking?” “What are they planning?” “Oh, it looks like they're doing this.” “Oh, were they in the studio with this person? Look at this hint they just made,”…and then resharing those things.

3. Then you have the agitator account. The agitator account can be your friend's second account burner; they just make another Instagram account. And their job is to start fights on your account. Then, with your artist or the fan account, you can hit “reply” on TikTok and make videos based on what the person says, and start a controversy. You can start all sorts of fights. You could start rumors—you could start anything.

Prime Example of Agitator Account:

If you go back, there's a video from a long time ago about how Shaboozey’s team intentionally planted a hyperstition, which is a lie that you get everybody to believe. People started to believe it was true, even that they paid for it, that Shaboozey’s Godmother was Dolly Parton. There's no truth to that. They literally paid to make that rumor, because they know that people talking is better than people not talking. And that was when Shaboozey became the longest-running independent number one.

The point is that the agitator account is simple. While I think you should keep the fan account separate on a different device, the agitator account should not be on either of these devices, but it can start fights regularly.

You Can Always Delete and Repeat

And here's the fun thing with the agitator account. If it starts to get cooked, everybody's tired of, let's say, your name is @BudMcAsshole this week, and everybody gets tired of @BudMcAsshole. “Why don't you just block @BudMcAsshole?” “I'm so tired of @BudMcAsshole posting here.”— Announce you've blocked @BudMcAsshole, you wait two weeks, and guess who pops up? @DickMcPherson starts being a dick to everyone. All of a sudden, you have a new hater, and you're starting fights with them. They're saying false things. People are defending it. It's generating a whole bunch of comments. It's generating discussion. They could be telling lies. They can be saying mean things, getting people to defend it, being toxic—whatever it is. All that matters is that the engagement gets driven up when the fans go in and defend it. That's what the agitator account is good for.

An additional fake fan account in Discord/Reddit to send users to X/Threads.

The other thing you can do that feeds it well is that you could have a whole separate account that's not named the same thing as the agitator account. That's a whole separate fan account in your Discord, your Reddit, or even replies on Twitter and Threads, and says, “Can you believe what this person is saying about the artist? I can't believe this,” And that mobilizes even more from the fan communities like the Discords and the subreddits. Then a bunch of people will run over and defend the artist. And you're bringing that in, and all of a sudden, you keep generating buzz, you keep generating conversation, and this is how it goes.

Agitator Account is a Top Tier Method

In my eyes, the agitator account is way better than having a second fan account. A lot of people keep saying, “Why don't we just have 10 fan accounts?” If you told me we could have 10 fan accounts, I'd probably make a different one of all the accounts we're doing— you'll see what the other categories are— and I'd probably do everything else that was left over as agitator accounts. And try different methods to see what could work to agitate things.

What Exactly are Fan Accounts?

A lot of you don't know what a fan account looks like. I pulled up this one for Frost Children. It's actually what I follow, and a lot of the time it is literally just doing the rejects, the lower rent things that the other account didn't do, and it's just content that, like for most artists, is something they would post.

It's just posting things that are psyched for the artist. It really is just the throwaway, not-as-good stuff, the lower effort stuff, people enjoying their music or concerts, footage from shows, resharing things, reposting a lot— things like that. It really doesn't matter.

Why Fan Accounts Work:

We have to remember one of the ways the algorithm works: If a fan engages with your main content— or even outside content— and they engage with that song, the algorithm's gonna try to show them something with that song again. Fan accounts create more content that is likely to be liked by the fans. When they like that song, they're probably gonna engage with it. You're making more chances for that to happen.

If you don't have the time to do that really high-quality content, here's your solution to posting actively through lower-quality content. Use outtakes. It's really simple. The lower rent stuff goes on the fan account.

Alright, we will continue next week and discuss the 3 accounts strategy methods 3 and 4. Thanks for reading.