Episode #089: Interview with Jeff Pearce (TOM & Elite Student)

OTHER WAYS TO ENJOY THIS EPISODE

At the Savvy Musician Academy (SMA), we have musicians and bands of all kinds and different genres. One of the interesting genres is ambient instrumental music, and our special guest in this episode is a prolific recording artist who’s released 15 albums of his ambient guitar music!

Jeff Pearce’s last album debuted at No. 2 on the Billboard New Age sales chart, and he credits what he learned from SMA—became a student in 2016—for helping him achieve his results. In this interview, Jeff shares his recording experience and learned insights that are helping him to continue to build his own musical empire online. Enjoy!

Key Points From This Episode:

  • Different approaches to guitar
  • Before the internet
  • First impressions of SMA
  • Audience discovery
  • The extensiveness of The Online Musician Program
  • The importance of enjoying your own genre
  • Targeting your super fans
  • The demand for physical merchandise
  • Updating the course

Tweetables:

“(The Online Musician) really changed how I approached not only what I was doing in a marketing sense, but also what I was doing as far as audience discovery.” – @jeffpearcemusic [0:15:35]

“The course… takes a serious amount of time.” – @jeffpearcemusic [0:16:09]

“Google is a search engine, Facebook is a share engine.” – @metalmotivation [0:17:04]

“(The Online Musician) challenged a kind of long-held belief that I kind of knew what my audience was.” – @jeffpearcemusic [0:18:46]

“You’re not looking for millions and millions of just generic listeners. You’re looking for the superfans. You’re looking for a smaller community of dedicated people who really are invested in this form of music. With that and with that alone, someone can sustain their livelihood.” – @metalmotivation [0:28:50]

“My second-most recent album, the one that was released in the fall of 2019, it debuted at number two on the Billboard New Age sales chart. I’m completely convinced it was because of what I’ve learned through Savvy Musician Academy and the courses.” – @jeffpearcemusic [0:32:24]

“What Leah does with her courses that other people don’t is that she goes back and updates them.” – @jeffpearcemusic [0:33:03]

Links Mentioned in Today’s Episode:

Join the TOM 3.0 Waitlist — explodeyourfanbase.com

Jeff Pearce (TOM & Elite Student) — https://www.facebook.com/jeffpearcemusic/

Book a Call With Us — http://www.CallSMA.com

Inner Circle Membership — https://savvymusicianacademy.com/innercircle

Click For Full Transcript

00:21 CJ: Welcome to The Savvy Musician Show. This is CJ Ortiz. I am the Branding and Mindset Coach at the Savvy Musician Academy. Hope you’re having a great week. Thanks for being with us today. This is a special little podcast we’re doing today. Have a dear friend who’s also a student at The Savvy Musician Academy, currently in our Elite Program. He’s also been through The Online Musician, or TOM as we call it for short. I’m going to bring him in just a second. First of all, if you would like to please give us a review, go to your respective podcast player. If they have stars, click on as many of them as you can or write something nice. You can also always go to our Facebook Groups to leave a comment and/or question. In fact, if you have a certain topic you would like for Leah and I to cover in the future on The Savvy Musician Show, please do so.

I’ve been loving having these student interviews because when you say student, you kind of think of, “Well, this is somebody who’s not a professional.” No, they’re only a student in The Savvy Musician Academy. They’re very much professionals as it relates to music. The people that we’re bringing on are capable, experienced musicians and the gentleman that I’m bringing on today is one such, and that’s really the crux of his story. I’d like to welcome Mr. Jeff Pearce. How are you, my friend?

01:45 Jeff: I’m doing good. How are you, CJ?

01:47 CJ: Wonderful. You and I have become friends over this past year, dabbling with each other online in all sorts of formats and whatnot. I’ve really enjoyed getting to know you, Jeff, and just what you’re doing. Just to talk a little bit about your music, just to get everybody on the same page with what you’re doing, tell us a little bit about the music that you play, the music that you write, and how long you’ve been doing it.

02:18 Jeff: Well, I’ve been doing what I’m doing for, wow, approaching 27 years now as far as putting albums out into the world, compact discs and all of that. It gets described as ambient music, and that’s probably as good of a description as it’ll get. I do everything on electric guitars, just layering and processing. Sometimes it sounds like an electric guitar, and most of the time it does not. It’s creating more of an atmospheric kind of ethereal sound as opposed to what people normally associate with electric guitar.

02:58 CJ: I think when you and I first talked, we talked a little bit about that particular genre of music, ambient music, and even though I kind of come from the side of the heavy metal side, you’re also very familiar with-

03:09 Jeff: Right, yeah. Well, it’s kind of hard to be our age and not be familiar with-

03:14 CJ: Not be, especially a guitar player-

03:15 Jeff: A lot of the metal groups. Oh yeah.

03:16 CJ: Especially a guitar player. Anyway, oftentimes as I said, because I also work in design and advertising and so much of what I do professionally, Jeff, requires thought, I can’t have some of the music that I love playing in the background because it’s too distractive. The lyrical content especially is too distractive, so I love music that’s instrumental, in particular, ambient music, because even instrumental stuff like your Steve Vais and Yngwie Malmsteen and that sort of thing, even those can get somewhat distracting.

03:53 Jeff: Right.

03:54 CJ: Ambient music is supposed to be just that, it’s creating an atmosphere, so I’ve learned to appreciate it over the years and specifically anything that’s come out of Windham Hill, which is kind of the watermark there of ambient music. You’ve worked with those guys.

04:11 Jeff: Oh yeah. Yeah. Will Ackerman that founded that label, he’s an old friend of mine going back to 2002, I think, 2001 or 2002, somewhere in there. They were not only one of the first instrumental labels like that that just sort of put their flag in the ground and saying, “This is what we are”, but at the start at least, they were an indie label. Will started Windham Hill so he’d have a place to release his own albums.

Over time, I’ve just begun to see there are a lot of labels like that, a lot of good labels like that that have followed. People just didn’t have an outlet for their own music and they were shopping them to labels and, of course, getting most of the time no reply at all one way or the other. There in the late ’80s, early ’90s, there kind of seemed to be a whole bunch of people saying, “You know what? I’ll do it myself.” They went on and did it themselves.

05:19 CJ: Yeah, and so that’s… I remember discovering that in the ’80s. I was, like yourself, a guitar player. I was overtaken initially by that age of guitar gods, and as you advance from Eddie Van Halen and Frank Marino and Randy Rhoads, then Yngwie and Steve Vai and then Vinnie Moore, then you keep pressing onward and into like Eric Johnson. Then, you discover these ambient players. When you listen to a Will Ackerman and… Who was the other guy? De Grassi-

05:54 Jeff: Yeah, Alex De Grassi, yeah-

05:56 CJ: You’re looking at… I mean, they’re doing it all on acoustic.

06:00 Jeff: Right, right.

06:01 CJ: These heavy-string acoustics, but you learn to appreciate the power of ambient music. Now, obviously, it’s grown into other things like kind of more of a New Age thing, and so there’s a culture there, but I mean just the pure instrumental stuff is really, really powerful music and a huge niche. There’s a lot of people around the world that listen to that music, don’t they?

06:24 Jeff: Oh yeah, yeah. There is and they listen to it exactly how you were describing. You’ve got work to do, you’re working on stuff. You need something because, let’s face it, if you’re immersed in something, sometimes you can go down that rabbit hole too far. You just kind of need something surrounding you and that’s probably not the time for Judas Priest or anything else like that. What I’ve appreciated over the years with ambient music, and it was natural for me to do it with my own music, is that there’s an amount of space in it that it’s not about filling all of the space possible. It’s about being okay with some things being quiet and some things just kind of floating.

That was something that resonated with me early on because when I was a guitar student taking classical and jazz lessons and all of that, I would just love to hold a chord and listen to it ring out and not even move on to the next one. It’s just, “No, I want to stay here. I want to stay here. I just want to listen to what’s happening as the notes fade.” As you know on the guitar, you play five notes at the same time on different strings, and each string’s going to fade out different. Some notes are going to last a little bit longer, some are going to fade out sooner. It’s just a beautiful sensation as a player to be able to experience that, but as a listener, I love that as well. The whole concept of space was really important to me to keep in my own music.

08:20 CJ: When did you start recording your own music?

08:23 Jeff: That would have been in 1993 and it was in the days before the internet as we know it. There in early ’93, I don’t think I knew anyone that even had an email account at that point. Computers were kind of the domain of businesses and a personal computer was just kind of a weird thing. You’d hear about someone with a computer in their home and it was like, “Oh, wow. They must be a scientist or they must”… Or something like that. My first album was just… I recorded it at a local studio and I had a friend of mine mix it and another friend of mine master it. Then, I had a thousand CDs in my apartment and I was going, “Okay, what do I do now? What do I do with all of these CDs?” There was just nothing at that time that you could say, “Oh, okay. Here’s what I’ll do. I’ll take these and I’ll sell them on CD Baby or Bandcamp or start my own E-commerce store.” None of that was an option. The sight of all of those CDs was kind of frightening at that point.

09:48 CJ: Well, that’s always the challenge for the independent artist is, how are you going to move this product? Beginning in ’93 to let’s say about the time you discovered The Savvy Musician Academy, what year was that?

10:03 Jeff: Oh my gosh, late 2016/early 2017.

10:10 CJ: By then, how many albums had you had out approximately?

10:14 Jeff: Oh boy. Okay, I’m about to release album number 15. 14… I would have had 12 albums out at that point I think.

10:25 CJ: You’re an experienced recording artist, independent. You know your genre. You know the kind of music that you’re making, you know? You’re-

10:33 Jeff: Mm-hmm.

10:34 CJ: You’ve got your little niche. Up until the time that you come across Savvy Musician Academy, where is your head in terms of the music industry? Are you frustrated with it? You don’t know what the next way forward is?

10:46 Jeff: I didn’t know what it was. I mean, I knew that there had to be something different than what was happening because I saw the old model just crumble. I’ve told this to people. When I started releasing my music in 1993, it was kind of like getting on a roller coaster. It’s like, “Okay, I can kind of see what’s going to happen next.” You can kind of see what’s ahead as you swoop down. Then, everything just started changing. The internet changed everything, and then you had illegal downloads. You had places like Napster or the original Napster, where it was a lot sketchier. You just saw labels. I mean, like really big, solid labels just kind of crumble and disappear and they didn’t know how to handle this new thing called The World Wide Web.

They were using basically marketing techniques and approaches from the 1960’s to try to navigate this whole brave new world. I’m not going to say that I’d given up because at that point I’d released enough albums to where I knew I was still going to be doing that. That wasn’t much of a question. It was just a question of, “Well, gee, where is everyone?” I had a fairly loyal listener base at that point from basically the mail order days of when people would send me a cheque in the mail and I’d send back to them. I’d been able to keep up with them, but as far as finding a new audience, I just had no clue. I didn’t even know where to start.

12:44 CJ: Yeah, and it’s amazing because you have this access, in other words through the internet, but I said, “How do you go about that?” It reminds me of the Iron Maiden song Rime of the Ancient Mariner, “Water, water everywhere-

12:55 Jeff: “But not a drop to drink.”

12:57 CJ: “Not a drop to drink”, so it’s there but you just can’t touch it, you can get to it. It’s 2016, you’re 12 albums deep. Again, experienced musician, experienced recording artist. You have an existing base. Did an ad from The Savvy Musician Academy maybe featuring Leah hit you and just say, “I wonder if”? Or were you kind of in a mode where you were looking for something?

13:24 Jeff: I wasn’t really looking for something and, quite frankly, there was a reason I wasn’t looking for something and that’s because most of the ads that I encountered online at that point were, and I’m going to phrase this as nicely as I can, they had “con artists” behind them-

13:46 CJ: Right.

13:47 Jeff: And they were what I would call not trustworthy sources. The ad that I saw with Leah, I just thought, “Why not? I could give this a try. You know what? If she rips me off, she steals my money, I’m not going to like it but I can always replace money.” What bugs me more at this point in my life is when someone wastes my time because I can’t go get time back. I can go sell one of my way-too-many guitars to get money back, but I can’t get my time back. I thought, “I’ll just start”… I think the program… I’m trying to remember. I think it was Facebook For Musicians. It’s like, “You know what? I’ll just try it. I’m probably not going to like it and it’s probably going to be full of stuff I already know, but that’s okay. I’ll try it.” Of course, I was blown away, I mean, just immediately, not only by the amount of information but the depth of knowledge that Leah had about it.

At that point, I was kind of like, “Okay, this is impressive and I can see what this can do for my career.” I started putting it to work and then when I saw The Online Musician, I thought, “Well, I’ll try it. It’s probably not going to be any good, but her first one was good. This one probably won’t be, but I’ll try it.” Of course, that was just next-level for me. Everything that I learned from that was just… It really changed how I approached not only what I was doing in a marketing sense, but also what I was doing as far as audience discovery. That was just an amazing course to have under my belt once I got it under my belt because there is a lot there. As you know, you just don’t sit down with one of these things and 45 minutes later you’re at the end of the course and you’ve got it all done. It’s not like that at all. It takes a serious amount of time.

16:13 CJ: Isn’t that interesting that… This is a big part of The Online Musician. Again, we call it TOM, T-O-M, about The Online Musician is that it does focus so much on your target audience, which is not something that your average musician or band is going to think of-

16:35 Jeff: No.

16:35 CJ: As it relates to selling music or doing anything. They assume that and so if you’ve never thought deeply about your potential target audience, then yeah, you’re going to feel lost in this online space, so you have this ability to reach people. As we’ve said in other podcasts and we’ve covered recently in our Inner Circle membership program that Facebook is a search engine, Google is a… Excuse me, Google is a search engine, Facebook is a share engine. Since Google also owns YouTube, YouTube is equally a search engine. People go to YouTube and they put in search terms, but nobody goes to Facebook and puts in a search term, no, so Facebook is a share engine. It’s not a search engine.

People get excited about content, whether it’s a silly cat video or a political story or whatever it may be and they share their memes or whatever. That’s what we call viral, viral meaning something spreading from one person to another. Then, you run into this thing of then what musicians were early on doing once YouTube came around is, “Oh, well, maybe people will discover me, and to do that I need a lot of video views on YouTube.” These become what we call vanity metrics. In other words, data that just promotes vanity. It really doesn’t do anything. You can’t do anything with these people. You don’t know who’s clicking “like”. You don’t know who’s watching, but then, with Facebook, you’ve got this ability now to target specific people who like specific things and live in specific places, et cetera.

18:17 Jeff: Exactly.

18:18 CJ: Now, the challenge for you is, “Well, I’ve never thought about my audience before.”

18:24 Jeff: Right, and once I did start to think about them at that point, especially after going through the TOM course, that completely… It went against what I would normally have done, which is good because what I was doing was nothing really. It kind of challenged a kind of long-held belief that I kind of knew what my audience was. To a certain extent I did, but there was just a lot of holes that needed to be filled in. TOM went a long way to do that. I mean, just going through that course was fantastic.

19:14 CJ: Also, early on in The Online Musician program, Leah covers culture, which again, has something to do with the shared lifestyle and community of now you as the artist and this new targeted audience that you’re trying to reach. I mean, since when does somebody think about culture? Was that an eye-opening thing for you? How important is that to what you’re doing?

19:43 Jeff: Well, first of all, that’s really important. Second of all, and I am not saying this to be self-serving so forgive me if it comes off sounding like that, I had somewhat of a fairly good if not slightly nebulous idea of my culture because of live shows that I’ve played over the years, something like that. The people that come out, you can start to spot common trends. Also, and this was important for me, 95% of the time I’m a fan of the genre that I play music in. You’d be surprised how many musicians I’ve met over the years that are playing a genre they don’t particularly like. They’re playing music that they could either take or leave.

When you have that situation, you’re going to be completely clueless as to who your culture is because as a person, you’re not going to want to hang out with the people that are really, really into the music even though you’re the one playing it because you’re not really, really into what you’re doing. When you have something like that, you’re going to be really confused as to what your culture is. As far as my culture, ambient music goes, I would say ambient listeners, and I put myself in here, too, we are very pleasant introverts. There’s a large amount of introversion. I’ve had feedback from listeners saying, “I love to take your music out into the country, put on headphones and stargaze or watch sunsets.” I don’t get a lot of people saying, “My wife and I had a party last week, so after Screaming For Vengeance by Judas Priest was over, we put on your latest album then.” So-

21:53 CJ: They’re not taking it to the gym to do squats.

21:57 Jeff: Oh, I hope not. Oh, Lord, I hope not. I can only imagine the tempo there because if you’re doing the squats, you want something fairly fast, so down up, down up. With ambient music, you just down and you wait for like 30 seconds. Okay, now come up.

22:14 CJ: Right. Now, you’ve got this culture issue, culture and lifestyle which is going to start now informing the kind of information that you’re going to put in something like this Facebook Ad Manager, which is keeping track of everybody’s interests and likes. Now, you’re discovering, “Wow, I can”… I’m really thinking now and I think we don’t ever really do this. We don’t think about, “Well, what would my ideal superfan be like? What do they read? What do they watch? What other music do they listen to?” Maybe other things. It could be in terms of the food they eat, the places that they frequent, the shows they go to, concerts, magazines. Sitting down and thinking about that and then putting that in the Ad Manager and then being able to see the actual results, that had to be incredibly empowering considering where you came from.

23:16 Jeff: Right, right. It was an awful lot of information definitely to deal with, to sit down and say, “Oh, wow, this kind of makes sense.” You can just see all of these different bits of information just kind of come together and interlock and just form… I was talking earlier about the holes of perception I had. Again, I’ve been doing this for a while, so I had a decent idea of what the culture was around the people that listen to my music, but all of that information in the Ad Manager, all of the TV land, I guess I’d say, demographics, all of that just sort of came together. It’s like, “Wow, I had not considered that.” Astronomy was the big one, and I guess-

24:11 CJ: Wow.

24:11 Jeff: It shouldn’t have been with all of the feedback I’d gotten over the years of people saying, “Yeah, I’d love to take your music out and listen to it while I watch the stars.” Well, you know what? If they took my music out, they were taking music out by a bunch of other ambient musicians, too.

24:30 CJ: Right.

24:31 Jeff: It couldn’t be just me. The astronomy one was a really big one.

24:38 CJ: Wow. It’s really interesting because, and again, you and I could talk about any one of these things really in-depth because you’ve been at this a long time now, and the fact that you are doing the natural thing that we assume which is target people who like similar artists, right?

25:00 Jeff: Right.

25:01 CJ: Let’s say there’s a whole lot of other musicians like yourself targeting those same things, but then the ad price becomes a little bit more competitive, which means that prices go up. You add this other element that maybe the other ones weren’t thinking of, which is-

25:18 Jeff: Exactly.

25:18 CJ: Something like astronomy, and suddenly now, you’re targeting something they’re not targeting, and so your ad spend goes down and you get better clients, better listeners, better superfans-

25:30 Jeff: Oh yeah.

25:30 CJ: More high quality, and again, this is all from the simple things that you learn about understanding your micro-niche, understanding your culture, understanding your superfan, and being able to survey your fans and get information about what they want. It’s empowering, man.

25:49 Jeff: It is, it is, and I also found out that pretty quickly, and I kind of suspected it, but it really drove home that people who are serious about listening to ambient music and all of that, they still love physical product. I mean, they do, and I have seen that. In my case, when I’ve just released a couple of singles, just digital singles, I’ve released them. I still… My main thing is physical product, but if I release a digital single, I will get an email within 24 hours from at least one person saying, “Oh, this is great. When are you going to put it on a CD?” It’s like, “Okay, maybe next –

26:36 CJ: Is that just… They like just holding the product? Is it the fact that they feel like it sounds better? Are they noise snobs? I mean, I sound snobs?

26:43 Jeff: Yeah. Well, there’s plenty of audio snobs that are serious ambient and New Age music listeners, but I think the product, it has to do more with engaging more of the senses. You sit down and listen. I’ve been like that with every kind of music I like. I mean, I still like physical product. I love liner notes. The more the better. When I could sit down… Even when I was a teenager with rock and metal, I’d sit down and I’d scour the liner notes. I wanted to know who the producer was. I want to know who mixed it. I wanted to know who the recording engineer was, but I also wanted to know, “Okay, what are the lyrics to this song? Any insight from the musicians themselves, even funny stuff, any funny stuff in the liner notes, I’d want that whole experience and –

27:47 CJ: A special thanks?

27:48 Jeff: A special thanks, yeah. Who do they thank, and is there an interesting story behind who they thanked?

27:54 CJ: Yeah. It’s always like maybe like, “We thank so-and-so and so-and-so and so-and-so, and Hershey bars.”

28:00 Jeff: Yeah, yeah-

28:00 CJ: It’s like always something like that.

28:01 Jeff: Yeah, or something like that, or they’d thank a really crappy, dive-y restaurant or a bar on the Sunset Strip or something. That was always good to see. I loved the liner notes, so that’s something else that I pay attention to when I do my projects is that the liner notes are as well done as I can do them. They’re certainly not going to be as great as other artists, but just to basically give a sense of what the recording is, how it came about, and where it sits in my overall catalog.

28:43 CJ: Well, you know, I love this because it highlights the concept that Savvy talks about a lot, which is superfans. You’re not looking for millions and millions of just generic listeners.

28:54 Jeff: Oh no.

28:55 CJ: You’re looking for the superfans. You’re looking for a smaller community of dedicated people who really are invested in this form of music. With that and with that alone, someone can sustain their livelihood well just-

29:11 Jeff: Oh, definitely.

29:12 CJ: Off the music and merchandise being sold to a dedicated community of superfans, which is why understanding micro-niche, culture, target audience, and the kind of tools to get that information is so vital to being what we now refer to as The Online Musician. Now, as we know, part of Leah’s story is that she did it as a stay-at-home mom and without touring, which still baffles music industry heads to this day. Was that an appeal to you that sort of thing? Or how much was live music still a part of your drive?

29:53 Jeff: Live music is still a part of it and I think that’s because with quite a few artists in ambient music, they don’t play live, so being able to do it live opened up doors for me that probably wouldn’t have been open had I not played live. I’ve played a lot of concerts over the years and it’s important for me to keep doing that, but I also see that just like with the music industry in general, the concert industry is changing as well.

Live shows are changing as well and some for the better, but some not for the better, just like in the music industry overall. Anything where someone is taking a new approach and getting great results, they’re going to get my attention. Leah got my attention by basically talking about how she’s a stay-at-home to five kids. She doesn’t tour and yet she’s created this really, really strong fanbase. I think that’s fantastic. It’s inspiring.

31:10 CJ: Yeah, and so for you now, moving forward again, like you said, Leah came on the radar about 2016, and so here we are into 2020. Where is Jeff Pearce now?

31:24 Jeff: I am… Like literally hours ago, I started taking preorders for my latest CD, so that would be album number 15, and it’s always each project is different. The whole idea of just sort of taking an assembly line approach making the music, it’s like, “No, it’s not like that.” Each project is different, but what The Online Musician and… I used that one right before my 13th album and what I learned from that, I’m convinced it got that album to chart on the Billboard New Age sales chart that year in 2017-

32:13 CJ: Wow.

32:14 Jeff: When that album came out. What I learned I’m also convinced it had my second-most recent album, the one that was released in the fall of 2019, it debuted at number two on the Billboard New Age sales chart. I’m completely convinced it was because of what I’ve learned through Savvy Musician Academy and the courses. Anytime you have information that you can put to use and get great results with, I mean, you’re going to keep doing that. Now, what I really like because this is… I want to make sure I get it right. This is going to be for The Online Musician 3.0, right?

33:01 CJ: Right.

33:02 Jeff: Yeah. What Leah does with her courses that other people don’t is that she goes back and updates them. When she has new information, guess what? It gets added and I found out about it. I think we both know that Facebook, just forget the rest of the internet, Facebook has changed so much since The Online Musician Volume One came out, the first one came out. Whenever there’s new info, she goes back and she makes it available. That’s just something you don’t see very much of. It’s the whole concept of you underpromise and overdeliver, and that just goes so much against the experience that I’ve had with a lot of music marketing stuff, which has been overpromise and underdeliver.

34:02 CJ: Right. Well, and that’s I think the key because, as you just noticed, this is an ever-changing landscape and what might be working now may not be working next year and what have you when Facebook and social media channels make their changes and what have you, but the thing-

34:18 Jeff: Exactly.

34:18 CJ: That’s important is that… I think Leah said this recently, principles trump tactics. So it always comes back to the proven principles of marketing that work offline, that have worked for years.

34:33 Jeff: Exactly.

34:33 CJ: Used by direct marketers to sell all sorts of things. Using these types of things in this online space, using them far more effectively than anything offline had ever achieved. I’ve made this note before. So long as I still get Domino’s Pizza mailers, even though I don’t eat Domino’s Pizza, that tells me that the offline world in marketing doesn’t have the sophisticated targeting features of, for example, Facebook. If they did, then I would be getting ketogenic mailers delivered to my house and they would only send the Domino’s ones to those who they know already like Domino’s Pizza or what have you, so they would know.

For the most part, all of these people have, all these companies have is zip codes and, are you a homeowner? Are you college… That’s about all they know, whereas in this new online space, you can get things down to age, political interests, clothes, where you shop, restaurants you eat, magazines you read, music you listen to, all of it. Zip codes, you can narrow it down so targeted and then be able to reach, again, your ideal fan, which is so when I make a point about your particular story, it brought the transition, the key transformation for you, which was you have been doing this for so long. 12 albums in, started at ’93. Again, an experienced musician, an experienced independent recording artist. You were already doing it DIY. It was already going that way.

Now, you realized there was this huge opportunity online and that you could now begin to focus your attention, but how do you get that done? Then, coming across the Savvy Musician Academy, getting those tools, and considering things that maybe weren’t considered to the depth that you did now. This has further equipped you to go into your next season. Looking forward as we conclude, do you have hope for the Jeff Pearce music empire moving forward?

36:44 Jeff: Well, first of all, I’m more than happy to take those Domino’s coupons off of you.

36:49 CJ: Yeah, sure.

36:49 Jeff: If you just want to send them to me, I’ll take those. Second, yeah, I always knew I was going to keep doing music, but I’d also prepared myself for the fact that it was probably going to take a long time, if not a very long time, for me to make it work in the way I wanted to see it. I had also kind of begrudgingly accepted that I would have to be signed to a label to get the kind of results that I wanted to see. Now that I am getting those kind of results without a label, it’s just been not only eye-opening, but it’s been fuel on the fire, you know?

37:38 CJ: Mm-hmm.

37:38 Jeff: It’s kept me moving forward because I see that there are principles that if I follow these and if I take this approach, then I’m going to get results. It’s been surprising but it’s also been encouraging at the same time that, “Wow, okay, this works. This works.” I want to make it work some more, if that makes sense, so-

38:06 CJ: Yeah. Yeah, because that’s what we call scaling, right? We can move it an inch-

38:09 Jeff: Yep.

38:09 CJ: We can move it a mile, so let’s move it. Well, that’s all. Jeff, thank you so much for taking the time to be with us today on The Savvy Musician Show. Like I said, Jeff and I go back and forth offline because not only we’re friends, but we also participate in some groups together. A very, very talented musician. Jeff, where can people-

38:33 Jeff: Thank you.

38:33 CJ: Go to learn more about you?

38:36 Jeff: You can just go to jeffpearcemusic.com.

38:40 CJ: That’s P-E-A-R-C-E.

38:43 Jeff: Yeah, I’m one of four people that spell it like that in the United States, so yeah. Jeff P-E-A-R-C-E.

38:52 CJ: Jeffpearcemusic.com. We’ll have this, of course, in the show notes, but again, Jeff, thank you so much for being with us.

38:58 Jeff: Oh, thank you. I love being here.

39:01 CJ: Everybody, listen, if you’d like to learn more, we’ve got some really good things coming up as we prepare for the launch of The Online Musician 3.0. This will be the most cutting-edge version of any online musician training program. Like Jeff said, he got tired of charlatans, he got tired of people that just were not providing good information, and so if you want the latest and the greatest, then please stay tuned. We’ll be announcing more details soon about The Online Musician 3.0.

If you’re unfamiliar with any of this and you’d just like to start getting your feet wet in online marketing for musicians, the very best thing that you can do, and I encourage you to do it right now, is to sign up for our Inner Circle Membership. It is called The Inner Circle Membership and it provides you with an Inner Circle monthly newsletter/magazine, as well as an audio version of it. It’s downloadable, very downloadable, and you also get a mini-course, a mini-tutorial also with that.

It will introduce you into everything marketing, but even if you’re experienced in advance, even our most Elite students still subscribe to their Inner Circle Membership because it provides such cutting-edge information like tools of the month, books of the month, tips of the month, motivational articles, and the student spotlights, like someone like Jeff Pearce, and a whole lot of other awesome information. To learn more about that, go to savvymusicianacademy.com/innercircle. This is CJ Ortiz, again, Branding and Mindset Coach here at the Savvy Musician Academy, and we will see you guys soon.

This episode is sponsored by The Online Musician 3.0, the upgraded version of the flagship music marketing course from The Savvy Musician Academy. This cutting-edge music marketing course is set to release soon, so sign up now for our waiting list to receive up-to-date information at explodeyourfanbase.com. Billy Corgan of The Smashing Pumpkins recently said in an interview, “If I was going to give you 60-seconds of advice, I would put your whole focus into reaching people through the internet.”

There’s no better way to start reaching your ideal fans on the internet than by The Online Musician 3.0. which covers cutting-edge topics like mindset training, branding secrets and tutorials, creating a website that converts, Instagram for musicians, YouTube for musicians, using and leveraging Facebook Groups, monetizing your music, creating a successful album launch, and much, much more. If you’re ready for your next level in creating your own online music business, then sign up now for our waiting list at explodeyourfanbase.com.

Leah McHenry

Leah McHenry

It's become my absolute obsession to find out what will make musicians successful today. In the face of many obstacles, and in the vast sea of the internet, we have an opportunity that has NEVER been available to us in the history of the music business.