The real formula behind success and influence

A question came in from a musician on Instagram: how do I promote music that creates a more positive cultural narrative, when negative messages dominate the airwaves? Let me be honest with you. I have a hard time finding a good radio station, much less making music. When it comes to writing songs, I might be the most unqualified person in the world.

But I am also a business genius, so hang with me. The music I make goes ching, ching, ching. That is the tune I play, and I am pretty good at it. Best seller, top of the charts. So I am going to answer this the way I answer every question like it, because underneath the guitars, this is a business problem.

Start with a survey

I believe surveys are the key. When I say survey, here is what I mean: go out there and ask, who is already doing what I am trying to do? There have to be examples, people who make you say, I would like to be like that person, or that one, or that one.

I will give you mine. I recently bought a sponsored box and took my friends to see Ed Sheeran, because I love this man's music. The words to his songs, the melodies he puts under them, the way he sings them. To me the man is a genius. Adele is another one. I listen to her and go, wow, this woman rocks. I am entertained, I am uplifted, I enjoy it.

That is my list, and it is only mine. Yours will be different, and that is the point. What is it that you like? What are you trying to emulate? Answer that first, because everything that follows gets built on it.

Now tear them apart

Once you have your examples, take them and tear them apart. Learn everything about them. Where they came from. How they got where they are. And more importantly, look for the mechanical part, because there is something mechanical in the way they make music, some repeatable way they put a song together.

Take the man himself. What does he sing about? How does he do it? His music is fun, and the fun pours right out of it. How do you define elements like that? You can survey other people too. Ask them what they like about his music and what words they would use to describe it. He is one of the most famous people in the world. He has earned the study, so go spend the hours on him.

The best selling cake

Here is the analogy, and it is a perfect analogy. Say you want to make a beautiful cake. The first thing I ask is, give me an example of a beautiful cake. This baker right here makes one. Take a bite. Good, right? Now the real questions start. What ingredients does he put in it? How does he mix them together? How does he subject it to heat? What goes into the frosting? How does he put the whole thing together?

That is exactly what you are doing. You are trying to build a best selling cake made of music. How do the people you admire bake theirs? Sit there and work the problem. How do they come up with the words, the melodies, the timing, the way they present it? I have to imagine there are four or five key elements that make a kicking song. Break it down, one element at a time.

It is always the basics

It is always going to come down to the fundamentals. Always the basics. Pick an artist you admire, dig into their catalog, take the songs apart, and see how they are built. Then work those basics over and over until the problem starts to give.

And notice something. Almost nothing in this answer was about music, because I could hand you the same procedure for sales, for cooking, for any trade on earth. Find the people who do it best. Define what they actually do. Then drill those elements until they belong to you.

So go do it, and let me know what you come up with, because I would truly love to see it. And when you come through Italy as a superstar, I am expecting a free box, okay? I have already paid my dues. Love you. Ciao.