#267 - Jesse Lacy: Why Most Artists Fail at Marketing (And How to Fix It)

Aaron Bethune is a visionary leader, entrepreneur, and storyteller who has dedicated his life to helping individuals and businesses uncover their unique purpose. His journey has taken him to the peaks of the Andes, into life-changing experiences that shaped his perspective on commitment, intention, and transformation. As a strategist and consultant, Aaron works with artists, entrepreneurs, and organizations to align their passion with their purpose, creating meaningful impact. His insights on overcoming limiting beliefs and embracing authenticity make him a sought-after mentor in the fields of leadership and creative development.In this episode, Aaron shares his journey of transformation, from life-altering experiences in the Andes to the lessons that shaped his approach to leadership, creativity, and personal growth.Key TakeawaysBreak free from limiting beliefs that hold you back from reaching your full potential.Learn how commitment and intention can help you co-create your dream life.Discover why embracing your uniqueness is the most powerful tool for success.-----Learn more about Aaron Bethune and his work: https://www.aaronbethune.com/Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Agent Method is a sound designer and musician known for blending pop punk, emo, and rock with modern EDM influences. Having transitioned from the pop punk scene to working with major artists, he brings a unique perspective on creativity, music production, and the evolving role of AI in sound design. With a passion for innovation, he explores the intersection of technology and music, offering valuable insights for aspiring artists and producers.In this episode, Agent Method and Michael dive into the impact of AI on music production, the mindset needed for creative success, and why taking action is the key to mastering sound design.Key Takeaways:Taking action and experimenting is the best way to learn sound design.AI tools can accelerate creativity and generate unique musical ideas.Feedback and iteration are crucial for refining your sound.-----Use code: MODMUS50 to get 50% off the Survival Pack preset pack for Serum on the Agent Method website: https://www.agentmethod.net/survival_pack.html#/Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Ross Barber-Smith is the founder of Electric Kiwi, a web design agency specializing in helping musicians craft stunning and functional websites. With a background in music, Ross understands the unique challenges artists face in building an online presence that truly reflects their identity. Over the years, he has worked with countless musicians, blending aesthetics with usability to create websites that not only look great but also serve as effective tools for fan engagement and monetization.Why does web design matter for musicians? Find out how a great website can elevate your music career!Key Takeaways:Discover why good photography is essential for artist branding and website success.Learn how AI tools can enhance web design and streamline creative workflows.Get expert insights on monetizing your website through merch, personalization, and strategic design choices.-----Learn more about Ross and Electric Kiwi at: https://electrickiwi.co.uk/Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Dave Hagen is a Grammy-winning engineer and producer who started as a small-town kid in Missouri and worked his way up to become the head producer at the renowned Dark Horse Institute in Nashville. With years of experience in both engineering and music education, he has helped shape the careers of countless artists and producers. As a mentor at Dark Horse Institute, Dave is passionate about hands-on learning, industry connections, and the perseverance needed to make it in the competitive world of music.What does it really take to succeed in the music industry? In this episode, Dave shares his journey, the lessons he’s learned, and the mindset shifts that separate amateurs from pros.Key Takeaways:The crucial role of internships in gaining real-world experience in music production.How to develop a growth mindset, embrace feedback, and turn failure into success.Why networking and relationship-building are the keys to breaking into the music industry.-----Learn more about Dave Hagen and Dark Horse Institute: https://darkhorseinstitute.com/Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Chris Johnson is the Head of A&R at SoundCloud, where he helps emerging artists grow, connect with fans, and monetize their music. With years of experience in artist development, he understands the challenges of breaking through in today’s competitive industry. Chris is passionate about community engagement, creative freedom, and helping artists take ownership of their careers.In this episode, he shares why fan engagement is essential, how artists can make money from their music, and why spontaneity in releases can be more effective than over-planning.Key Takeaways:Building a loyal fan community is essential for long-term success.Artists need to take control of their monetization to sustain their careers.Releasing music more spontaneously can create stronger fan connections.-----Learn more about SoundCloud: https://artists.soundcloud.com/Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Helen Sartory, Chief Revenue Officer at Beatport, brings a unique blend of financial acumen and music industry expertise to the table. With a background in investment banking and a passion for empowering independent artists, Helen has been instrumental in shaping innovative strategies for revenue generation, music asset management, and artist success on a global scale.Helen Sartory discusses the challenges and opportunities for independent artists in today’s evolving music industry.Key Takeaways:Helen Sartory's journey from investment banking to music tech innovation.Why indie artists don’t need a major label to succeed—but they need the right strategy.New revenue opportunities for artists, including NFTs, music royalties, and digital collectibles.------Learn how to get your music onto Beatport: https://labels.beatport.com/hype/webinarBook an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Eric Mueller, better known as Skippy, is the driving force behind Pirates Press Records, a label dedicated to keeping the spirit of vinyl alive in an increasingly digital world. With a deep passion for independent music, Eric has helped artists create meaningful physical releases that connect with fans on a deeper level. Through Pirate Press Records, he champions the resurgence of vinyl, making it more accessible while fostering a thriving community of collectors.In this episode, we explore:How vinyl records are making a major comeback and why they matter to independent artists.The role of flexi discs in music promotion and how they serve as a gateway for new collectors.The unique, tangible experience of vinyl that creates an emotional connection between artists and fans.------Learn more about Eric and Pirates Press Records at: https://www.piratespress.com/Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Jesse Lacy is the founder of On the Savvy and a marketing expert dedicated to helping indie artists navigate the complexities of the modern music industry. With years of experience as a touring musician, Jesse has firsthand knowledge of the challenges artists face and the strategies needed to build sustainable careers. Through On the Savvy, he educates artists on effective marketing, fan engagement, and brand positioning to help them stand out and create long-term success.In this episode, Michael Walker sits down with Jesse Lacy to uncover the biggest marketing mistakes indie artists make—and how to fix them.Key Takeaways:How to build genuine connections with fans that drive long-term support.The crucial difference between marketing and promotion—and why artists get it wrong.Why live performances are still one of the most powerful revenue streams for musicians.------Learn more about Jesse Lacey and On the Savvy at: https://onthesavvy.com/Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Jessica Powell is the CEO and co-founder of Audio Shake, a company pioneering AI-driven sound separation technology. Formerly Google’s VP of Communications, she has a deep background in both tech and music, helping artists unlock new creative possibilities.In this episode, Michael Walker and Jessica explore how sound separation, AI, and immersive content are transforming the music industry.Key Takeaways:How Audio Shake’s sound separation technology gives artists new creative freedomWhy immersive content is the future and how musicians can prepareThe ethical and artistic impact of AI in music production-----Learn more about Jessica Powell and Audio Shake at: https://www.audioshake.ai/Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast

Ryan Star is the founder of Stationhead, a platform transforming how artists connect with their fans. As a former recording artist, he saw the need for deeper, more authentic engagement in the music industry. StationHead empowers musicians to build real communities and turn passive listeners into active supporters.In this episode, Ryan shares how Stationhead is reshaping music consumption, why community-driven platforms matter, and how independent artists can create lasting fan relationships.Key Takeaways:Building True Fan Connections – How Stationhead enables artists to engage with their audience in ways that traditional radio and streaming platforms cannot.Community-Driven Music Consumption – Why the platform is shifting music from a passive experience to an interactive one.The Future of Fan Engagement – How artists can leverage digital communities to create lasting relationships with their listeners.-----Learn more about Ryan Starr and Stationhead at: https://www.stationhead.com/Book an Artist Breakthrough Session with the Modern Musician team: https://apply.modernmusician.me/podcast