Breakthrough Guide

Our Journey, Mindset, and Vision

In Chapter 1, Kendrick and Kolbe share their bumpy but enlightening journey through the music industry, from wasting thousands on managers, scammy playlist services, and dead-end promotions, to finally realizing that success doesn't come overnight. Both hit rock bottom, only to bounce back by learning digital marketing themselves and focusing on building real, engaged fanbases rather than chasing quick fame. Their biggest lesson? Consistency and a clear vision are the keys to long-term success in today’s music world, where indie artists have more tools and opportunities than ever before to thrive. Now’s the time to take control!

The evolution of Music Distribution and Promotion

In Chapter 2, we take a whirlwind tour through the history of music distribution and promotion, from the old days when record labels ruled everything, to the rise of independent artists who started doing things their own way. We see how the invention of CDs and digital audio workstations gave musicians more freedom, and how the internet completely flipped the industry, allowing artists to reach fans directly. Streaming services like Spotify brought another wave of change, opening global doors for musicians but also bringing challenges like low payouts. Now, with countless ways to promote music—from social media to streaming—today’s independent artists have more control than ever, but they need to stay adaptable and strategic to succeed in a fast-evolving industry.

The Song Writing Process - A Modern Approach

In Chapter 3, the focus is on how to build songs that succeed in the fast-paced world of streaming without losing your creative edge. With attention spans shrinking, shorter songs are king, and artists can benefit by crafting tracks that hook listeners early and leave them wanting more. Kolbe and Kendrick share their tips for creating impactful songs: keep it tight, avoid long intros, and structure tracks to grab attention in the first 30 seconds. They also introduce their “Creative Pipeline” system to help artists finish songs efficiently and discuss the importance of mixing, mastering, and eye-catching cover art for a polished, professional result. In today’s music world, balancing creativity with strategy is key to thriving on streaming platforms.

The Authenticity Paradox in the Digital Age

In this chapter, Kolbe and Kendrick tackle the tricky balance between staying authentic and maintaining a polished online presence in today’s music world. While social media and streaming platforms offer artists unprecedented access to global audiences, they also bring pressure to craft a marketable persona that can sometimes feel at odds with true artistic expression. Many artists fall into the trap of sacrificing authenticity for popularity, but the chapter encourages a different approach: use digital platforms to enhance your realness, share your creative journey, and embrace imperfections. By focusing on building genuine connections rather than chasing metrics, artists can preserve their authenticity while thriving in the digital age.

How to Intelligently Upload and Distribute Your Music for Maximum Impact

In this chapter, Kolbe and Kendrick emphasize that creating great music is just the beginning—getting it heard by the right audience requires a smart distribution strategy. They break down key music distributors like TuneCore, DistroKid, AWAL, and CD Baby, highlighting their pros and cons to help artists choose the best option for their goals. Timing is everything when releasing music, with Friday being the prime day to drop tracks for maximum exposure on platforms like Spotify. They also explain the importance of releasing music consistently, every 4-6 weeks, to stay on fans’ radars and leverage streaming algorithms. By aligning your music’s emotional vibe with the seasons and building an efficient workflow, you can turn each release into a stepping stone toward long-term success.

Branding and Marketing - Where to Start

In this chapter, Kolbe and Kendrick highlight the importance of marketing, explaining that having an amazing song is only half the battle—the other half is getting it in front of the right people. They break down how artists can run their careers like a DIY record label, covering everything from creating engaging social media content to mastering organic and paid marketing strategies. The chapter provides practical tips for growing your fanbase on platforms like Instagram, TikTok, and YouTube, balancing organic engagement with smartly targeted ads. Kolbe and Kendrick also stress the importance of building a strong artist brand that reflects your unique vibe and identity, helping you stand out in the crowded music industry. Consistency, both in branding and content, is key to long-term success—whether through visuals, storytelling, or release strategies. Ultimately, with the right marketing approach, artists can elevate their careers and make their music impossible to ignore.

Amplify Your Reach - Social Media Strategies

In this chapter, Kolbe and Kendrick introduce the “Minimal Effort Release Plan,” a strategy designed to help artists promote their music effectively without feeling overwhelmed. The key is working smarter, not harder, by developing a simple, repeatable process for social media content that resonates with fans. They stress the importance of experimenting with different content types and using data to discover what works best for your audience. A low-effort TikTok strategy, like posting song screenshots instead of elaborate videos, is a game-changer, allowing artists to scale up without becoming full-time content creators. By staying consistent, creative, and strategic, artists can boost organic reach and build momentum with minimal stress.

Running your own Ads — Where to Start

In Chapter 8, Kolbe and Kendrick dive into the essentials of running Meta ads (Facebook and Instagram) to promote your music and grow your audience. They emphasize the importance of testing multiple ad variations to see what resonates with your audience. Starting with 10-15 versions of your ad—each highlighting different aspects like mood, lyrics, or energy—helps you gather valuable data. Patience is key during the "learning phase," where Meta’s algorithm optimizes your ads over 3-7 days. Kolbe and Kendrick recommend front-loading your budget in the first 48 hours to give the algorithm enough data quickly. Testing multiple creatives and audience segments (up to 50 combinations) ensures that you can scale the best-performing ads while pausing underperforming ones. Ultimately, the chapter underscores the need for consistent testing, scaling, and optimization to turn listeners into lifelong fans, with Meta ads acting as a powerful marketing engine.

Profitable Streaming

In this chapter, Kolbe and Kendrick explain how independent artists can reach a steady income of $3,000 to $4,000 monthly from streaming by aiming for 1 million streams per month. The key is building a large music catalog so each song requires fewer daily streams to hit that goal. Consistently releasing music creates a snowball effect, where new tracks drive streams to your entire catalog. Playlists play a major role in boosting streams, and optimizing your Spotify profile can help convert passive listeners into long-term fans. By using platforms like SubmitHub to land on playlists with real listeners and leveraging Spotify’s algorithm through high engagement, artists can gradually grow their streams and revenue.

Building Your Own Spotify Playlist Empire

In this chapter, Kolbe and Kendrick explain how building and managing your own Spotify playlists can be a game-changing strategy for independent artists. Owning playlists not only boosts your exposure and streaming numbers but can also generate revenue that supports your music career. By curating themed playlists—like an artist playlist featuring your music or a genre-specific playlist—you can grow your catalog's reach while cross-promoting your tracks. Paid promotion, social media engagement, and playlist trades with other curators can help grow your playlist following, unlocking monetization opportunities through platforms like SubmitHub. With consistent updates, strategic song placement, and algorithm optimization, you can turn playlists into profitable assets. Ultimately, your playlist empire becomes a powerful tool for boosting streams, building connections, and generating income to fund your music career.

Data-Driven Growth: Using Metrics to Optimize Your Music Strategy

In this chapter, Kolbe and Kendrick emphasize the importance of being strategic and data-driven to achieve long-term success in the music industry. Instead of tracking every available metric, they focus on a few key ones: cost of ads, streams within the first 48 hours, playlist growth, and social media engagement. They explain how understanding these metrics allows artists to make informed decisions—whether it's adjusting ad strategies, boosting playlist growth, or improving social media presence. The chapter also offers solutions to common scenarios like underperforming ads or songs and highlights the importance of learning from each release to continuously refine promotional efforts. The key takeaway is that success comes from staying adaptive, testing strategies, and using data to make smarter decisions.

Expanding Your Reach – Grow Your Fanbase Using The Right Tools

In Chapter 12, Kolbe and Kendrick explain how expanding your reach in the music industry goes beyond great tracks—it’s about strategic networking, meaningful collaborations, and fostering relationships. Collaborating with the right artists allows you to tap into new audiences, while curating playlists can build connections and increase engagement. They emphasize the importance of personalized outreach and offering mutual value when approaching potential collaborators. Cross-promotion through social media, playlists, and email lists amplifies the reach of collaborations. Building relationships with fellow artists, playlist curators, and fans requires consistent engagement, reliability, and offering value beyond music. These efforts create a supportive ecosystem that helps drive long-term growth and success in the music industry.

Landing Shows

In Chapter 13, Kolbe and Kendrick provide a guide for independent artists on landing and managing gigs to grow their live music careers. They emphasize building a strong digital presence, as venues prioritize artists with engaged fanbases who can draw crowds. The chapter outlines creating a targeted list of venues, starting locally and then expanding to larger music hubs. Personal connections with booking agents, promoters, and venue managers are key—generic outreach won’t work. Once booked, artists should focus on professionalism, timely communication, and tailoring performances to the venue. Networking, delivering great performances, and maintaining relationships are critical for long-term success in the live music scene, helping artists fill their calendars with gigs and build their fanbase.

The Release Roadmap – A Comprehensive Checklist for Pre- and Post- Releases

In Chapter 14, Kolbe and Kendrick present a detailed "Release Roadmap" to guide independent artists through every phase of a music release, from pre-release preparation to post-release promotion. The chapter highlights that a long-term strategy—repeating and refining the process for every release—is essential to building a sustainable music career.

Putting It All Together – Building a Unified Marketing Strategy

In Chapter 15, Kolbe and Kendrick outline how independent artists can unify their marketing tools—Facebook/Meta Ads, Spotify playlists, social media, collaborations, and more—into a cohesive strategy to grow their fanbase and sustain long-term success. They emphasize aligning all efforts around a central goal, like increasing Spotify streams or growing social media presence. A content calendar ensures consistency across platforms, blending paid strategies like ads with organic social media engagement. Cross-promotion across channels maximizes visibility, and regular data analysis helps optimize performance. The chapter stresses that synergy between all marketing efforts is key to multiplying growth and achieving sustainable results in the music industry.