Episode #90
Why Musicians Need to Know Their Metrics with Nick Kastner | SMP 90
What does success really mean for a musician—and how do you know if you're actually moving in the right direction? In this episode, Jason sits down with longtime friend, musician, and digital marketing expert Nick Kastner to talk about the connection between music, marketing, identity, and success. Nick and Jason first met years ago at banking school, but their careers took very different paths. Nick went from playing trumpet in a ska-punk band that opened for Bon Jovi to working in marketing, teaching digital marketing at the university level, and eventually returning to the music industry through his work with audio companies and musicians. Nick shares practical marketing lessons that musicians can use to build stronger relationships with their audiences, from defining who you are and understanding your target audience to staying connected with the fans you already have. He explains why musicians shouldn't simply chase social media views, likes, and followers without knowing what they're actually trying to accomplish—and why identifying the metrics that truly matter can make a huge difference. The conversation also explores what success really looks like, why joy may be a better measure than money, how small personal touches can create lifelong fans, and why musicians need to think strategically about their email lists, customer relationships, and audience. Nick also shares the story of an unexpected opportunity to have his band's music considered for The Office —and the financial lesson that came with missing that opportunity. To read the complete transcript and watch the podcast video, visit the episode blog . What You’ll Learn - Why defining who you are is essential to effective music marketing - How musicians can develop a clear identity and brand - Why success doesn't have to be defined by money - How to determine what success actually means for you - Why musicians need to identify the metrics that truly matter - How to start with strategy before choosing marketing tactics - Why social media views and likes aren't always the most important measurements - ow to identify your target audience - Why musicians should understand the assets they already have - How to build stronger relationships with existing fans - Why email lists are valuable for independent musicians - The danger of starting and stopping your marketing efforts - How small personal touches can create loyal fans - Why giving fans greater access can strengthen relationships - How Patreon can help musicians create deeper audience connections - Why letting go of small failures can help you stay in the joy - How unexpected opportunities can change a musician's career - Why musicians shouldn't give up even when music doesn't become a full-time career - How dashboards and scorecards can help measure progress - Why strategy should come before marketing tactics - The importance of asking what you want your audience to know about you - How to turn customer relationships into long-term loyalty Topics Covered - Music marketing - Digital marketing - Marketing strategy - Key performance indicators - Musician branding - Email marketing - Social media marketing - Patreon - Independent musicians - Marketing dashboards - Digital analytics Who This Episode Is For - Independent musicians - Songwriters - Music producers - Performing artists - Music educators - Band leaders - Independent bands - Musicians building an audience - Artists learning how to market themselves - Creative entrepreneurs - Musicians trying to define success - Artists who want to understand their analytics - Anyone building a creative career Connect with Nick Kastner Website Sneakers and Strategies (Podcast) Facebook Facebook Page Instagram LinkedIn Connect with Jason Tonioli Website - Successful Musicians Website - Jason Tonioli Instagram Facebook Facebook Page YouTube Instagram Spotify Pandora Amazon Music Apple Music
