Added: Aug 10, 2023
In this podcast episode, Sam Parr interviews Connor Price and Brianna Price, a husband-and-wife duo who have found success in the music industry through their innovative approach to marketing on platforms like TikTok and YouTube. Connor is a rapper and Brianna is the marketing mastermind behind their viral videos.The conversation begins with Sam expressing his admiration for Connor and Brianna's work, particularly their ability to create music that stands out on TikTok. He praises their use of skits and storytelling to engage viewers and generate interest in their songs. Connor explains that the goal is to provide entertainment first and foremost, rather than coming across as salesy. Brianna adds that their success is also due to their ability to merge Connor's acting skills with their music, creating a unique and captivating experience for their audience. The discussion then delves into the origins of their collaboration. Connor has been acting since he was six years old and initially had reservations about using TikTok as a platform for his music. However, Brianna saw the potential and began repurposing their YouTube videos for TikTok, which led to their first viral hit. They quickly realized that their skits and storytelling approach resonated with viewers and decided to focus on creating content specifically for TikTok. The turning point for their career came with the "Spin the Globe" series, where Connor would spin a globe and collaborate with artists from the country his finger landed on. This series gained millions of views and propelled their music to new heights. They explain that the key to its success was the strong hook in the first few seconds, which grabbed viewers' attention and kept them engaged throughout the video. As their popularity grew, so did their revenue streams. They outline their various sources of income, including streaming royalties, YouTube revenue, brand deals, publishing rights, merchandise sales, and live shows. They emphasize that owning their own music has been crucial to their financial success, as they have more control over their revenue streams compared to artists signed to labels. They also discuss the potential of TikTok and YouTube as platforms for artists. While TikTok has a constantly changing algorithm, they find YouTube to be more creator-friendly, allowing them to promote their music more effectively. They highlight the importance of being able to pin comments and include streaming links on YouTube, which helps convert views into streams. The conversation continues with a discussion about touring. While touring is often seen as a major revenue source for artists, Connor and Brianna explain that their recent European tour was a break-even endeavor. They acknowledge the fan love and the value of connecting with their audience, but also recognize the trade-offs and challenges that come with touring, especially with a young child at home. Connor goes on to discuss his early experiences with music and how he started his career as a musician. He emphasizes the importance of authenticity and staying true to oneself in order to connect with an audience. Connor believes that being genuine and relatable is key to building a loyal fan base. Connor then delves into his viral formula, which involves creating catchy hooks, relatable lyrics, and memorable melodies. He explains that simplicity is key and that songs that are easy to sing along to tend to perform well. He also emphasizes the importance of consistency and releasing music regularly to maintain momentum and engage with fans. The conversation shifts to the challenges and pressures of being a musician in the digital age. Connor talks about the need to balance personal life and work, especially when it comes to parenting. He reflects on his own experience as a new father and admits that he wishes he had been more present during his son's early days. Connor acknowledges the sacrifices that come with being a musician but believes that it is worth it for the love of music. The topic of adoption is also discussed, as Connor and his wife express their desire to adopt a child from Vietnam, honoring Connor's grandmother's heritage. They discuss the emotional impact of looking at adoption websites and their plans for the future. Connor's personal journey adds a human touch to the conversation and showcases the depth of his character.
