How the biggest label in the world emails its artists' fans

Universal Music Group emailed me a big, sales-y newsletter pushing a pile of their artists' releases all at once.

From where they sit, none of it is a mistake — their whole model runs on aggregate revenue from a massive catalog, with the added reality that a few runaway hits often subsidize everyone else on the roster.

But you don't have that cushion. Every message you send has to earn its keep. So this is a screen-share teardown of everything in UMG's email I found wrong, or just plain puzzling, from the perspective of an individual artist actually trying to drive specific results for their career.

Because... imagine handing your hard-won email list to a label that messages your fans about 20 different artists. If you're lucky, you're 1 of the 20 ; )

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If you want a clearer artistic identity and message, grab the guide here:

→ https://www.musicdemo.org/branding

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My course Unbreakable walks you step-by-step through the process of defining your artist identity, clarifying your message, and turning listeners into lifelong fans with a future-proof brand.

Learn more here:

→ https://www.musicdemo.org/unbreakable

My favorite version of the course is the Workshop, where I work directly with you and three other artists who are serious about their music career.