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Most artists have one lever and pull it harder every year.

The song gets better. The reach doesn’t move. And the conclusion is always the same one: it must still not be good enough.

It’s two levers. Talent sets the ceiling, how far this can go once someone is already inside. Nothing about the ceiling is visible from outside the room. Getting someone in there is a separate lever, and almost nobody works on it, which is exactly why it’s so empty in there.

The count on slide 3 is the whole point. Ten weeks is long enough that the answer isn’t an accident, and short enough that you can actually remember it. Most people who run it come back with nine and one. Some come back with ten and zero.

Nobody is asking for worse songs. The ceiling is the good part. It’s just not the door.

Run the count. What did you get? by @optmable

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2 months ago

Most artists find out their song “didn’t work” from a sample size of one.

One clip goes up on Friday. It does what it does. By the second week the song
is filed away as a failure, and nothing about the song was ever tested.

What gets tested is the piece, not the track. Which means one piece is one
data point, and one data point is a coin flip being read as a verdict.

The part almost nobody gets right is the order. Slide 5.

Everyone opens with their strongest thing, because it feels obvious: lead with
the best, pull the rest along. But whoever arrives at the peak watches
everything after it get worse. Perception is comparative. A run that climbs
holds people; a run that starts at the top leaks them.

So the ladder goes weakest to strongest, and you only climb a step when the
one below it stops moving.

Write the list before the file goes to the distributor, every piece you can
make from that song, ranked. It’s one sheet of paper, and it’s the difference
between one attempt and a run of them.

What’s the last release you called a flop after a single post? by @optmable

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2 months ago

Most artists change everything every time and call it range.

Range is what you do inside a shape. Without the shape, it reads as forty different people.

Here’s what the test actually catches. It isn’t that the art is weak, it’s that there’s too much of it competing for the same second. A stranger scrolling gives you about 300 milliseconds. In 300 milliseconds nobody reads a font and nobody reads a caption. They read color mass and shape.

That’s why the three slots are in that order, and slide 5 is the one to save. Color first, because it’s the only one that survives movement. Distance second, because two accounts can share a color and almost never share a distance. Object last, because it’s the only one of the three that someone can describe to a friend without showing them a screen.

Everything else stays open. That’s the part most people skip, locking three things is what buys the freedom to change the rest.

Run it on your last nine posts. What survived? by @optmable

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2 months ago

comment HOOK if you want help creating better content for your music by @optmable

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18 days ago