MOD 12: THE ANTIFRAGILE ARTIST: HOW TO BUILD A CAREER WITHOUT GETTING LUCKY 1. WHAT IS ANTIFRAGILE 2. 10 TENANTS 3. EXPAND THE VISIBLE 4. WELCOME TO THE EXPERIENCE ECONOMY 5. ARTISTS INTO EXPERIENCES 6. THREE ELEMENTS OF EXPERIENCES 7. THE FOUR STAGES OF ENGAGEMENT

2. Housekeeping
2

5. MOD 12 - THE ANTI-FRAGILE ARTIST
1. WHAT IS ANTIFRAGILE
2. 10 TENANTS
3. EXPAND THE VISIBLE
4. WELCOME TO THE EXPERIENCE ECONOMY
5. ARTISTS INTO EXPERIENCES
6. THREE ELEMENTS OF EXPERIENCES
7. THE FOUR STAGES OF ENGAGEMENT

6. Section 1:
WHAT IS
ANTIFRAGILE
6

7. Antifragility
1. a property of systems in
which they increase in
capability to thrive as a
result of stressors, shocks,
volatility, noise, mistakes,
faults, attacks, or failures.
WHAT IS
ANTIFRAGILE

8. The antifragile loves randomness
and uncertainty, which also means
—a love of errors. Antifragility has a
singular property of allowing us to
deal with the unknown, to do
things without understanding them
— and do them well.
WHAT IS
ANTIFRAGILE

9. Let me be more aggressive: we are
largely better at doing than we are
at thinking, thanks to antifragility.
I’d rather be dumb and antifragile
than extremely smart and fragile,
any time.-
WHAT IS
ANTIFRAGILE

10. Antifragility makes us understand fragility
better. Just as we cannot improve health
without reducing disease, or increase
wealth without first decreasing debt,
antifragility and fragility are degrees on a
spectrum.
WHAT IS
ANTIFRAGILE

11. In The Wild:
1. Robustness
2. Ownership
3. Responsibility
4. Calling out BS
5. Systems and Processes
6. Moat (s)
7. Revs Growing
WHAT IS
ANTIFRAGILE

12. Fragility:
1. Easily Sidelined
2. Luck/Fame Focused
3. Distracted
4. Low Output
5. Short Term
6. Shiney Objects
7. Desperate
WHAT IS
ANTIFRAGILE

13. How do you become an Antifragile?
1. Stick to simple rules
2. Build in redundancy and layers (no single point of failure)
3. Resist the urge to suppress randomness
4. Make sure that you have your soul in the game
5. Experiment and tinker — take lots of small risks
6. Avoid risks that, if lost, would wipe you out completely
7. Don’t get consumed by data
8. Focus more on avoiding things that don’t work than trying
to find out what does work
9. Respect the old — look for habits and rules that have been
around for a long time

14. Section 1:
WHAT IS
ANTIFRAGILE
14

15. Section 2:
10 TENANTS
15

16. 1. Music Matters
10 TENANTS OF

18. — Jetpack mantra
10 TENANTS OF

20. You either succeed
or you learn from it.
Those are the 2 options
10 TENANTS OF

21. Train for it.
10 TENANTS OF

22. As your career
matures so do your
responsibilities.
10 TENANTS OF

24. All my regrets in the future
can be prevented by my
choices now.
10 TENANTS OF

26. don’t always require
10X effort
26
10 TENANTS OF

27. – David Allen.
27
10 TENANTS OF

31. The biggest generator of
long-term results is learning
to do things when you don't
feel like doing them.
31
10 TENANTS OF

35. 10 Tenants
35

36. Section 3:
EXPAND THE VISIBLE
36

37. Can the Audience
“hear” the music with
he volume off?
EXPAND THE
VISIBLE

38. EXPAND THE
VISIBLE

39. EXPAND THE
VISIBLE

40. EXPAND THE
VISIBLE

41. EXPAND THE
VISIBLE

42. EXPAND THE
VISIBLE

43. EXPAND THE
VISIBLE

44. EXPAND THE
VISIBLE

45. EXPAND THE
VISIBLE

46. Section 3:
EXPAND THE VISIBLE
46

47. Section 4:
WELCOME TO THE
EXPERIENCE ECONOMY
47

48. Artists sell experiences.
— Jetpack mantra
WELCOME TO THE
EXPERIENCE ECONOMY

50. WELCOME TO THE
EXPERIENCE ECONOMY

51. An EXPERIENCE is an immersible moment
impacting the five senses that cannot be
duplicated by digital means. While the consumer
has often been content to be simply a spectator
in the past, today’s consumer expects to be an
active participant that can actually play a role
and the outcome of an event. Simply stated, an
experience moves from transactional to
transformational.
WELCOME TO THE
EXPERIENCE ECONOMY

52. What Changed
– The customers are now guests.
– The events are more memorable than a simple
transaction.
– The seller is an event stager rather that a
manufacturer.
– The price point can be premium rather than low-
cost.
– The experience is more about the person in the
audience than whomever is onstage.
WELCOME TO THE
EXPERIENCE ECONOMY

53. We’re not in the
record business,
We’re in the
experience business.
— Jetpack mantra
53
WELCOME TO THE
EXPERIENCE ECONOMY

55. Section 4:
WELCOME TO THE
EXPERIENCE ECONOMY
55

56. Section 5:
ARTISTS WHO HAVE
DEVELOPED INTO
EXPERIENCES
56

57. We’re not the show.
The kids (the audience) are
the show.
We’re just the host of the
show.
— Richie Sambora
57

58. Grateful Dead: A well-
developed fan base known as
Deadheads would attend as
many shows as possible,
selling tie-dye T-shirts and
snacks at shows.
58

59. Insane Clown Posse: Fans
known as Juggalos (or the
female Juggalette) have
developed their own
subculture including slang and
idiomatic language. 59

60. Jimmy Buffett: Buffett’s
dedicate Parrotheads
audience embraces the
colorful party atmo- sphere
with spirit and dress.
60

61. Kiss: Dramatic pyrotechnics
and unique makeup and
costumes worn by both band
and audience members make
this show one-of-a-kind.
61

62. Taylor Swift: Surprise guest
collaborations, elaborate sets,
costumes and effects make
each Swift show unique and
special.
62

63. Coheed and Cambria: The band has
developed a specific and devoted
audience with the release of
numerous concept albums based
on the science fiction comic book
series called The Armory Wars.
63

64. Section 6:
THREE ELEMENTS OF
EXPERIENCES
64

65. 1. Five Senses
1. Sight
2. Smell
3. Touch
4. Feel
5. Hear
3 ELEMENTS

66. 1. Experiences are always focused on the
happiness of the fan or consumer; the
artist throws the party, but does so for
the enjoyment of the fans.
3 ELEMENTS

67. 1. In a very real sense, does the artist say
thank you to the audience for
coming...or does the audience scream,
“THANK YOU!” for the throwing the
party?
3 ELEMENTS

68. 1. The artist and fans are like-minded,
share worldviews, or support
similar causes.
3 ELEMENTS

69. THREE ELEMENTS OF
EXPERIENCES
69

70. Section 7:
THE FOUR STAGES OF
ENGAGEMENT

71. 4 STAGES OF ENGAGEMENT
1.Educational
2.Esthetic
3.Entertainment
4.Experiences

77. 1. Educational - The
consumer increases
skills and knowledge
through the absorption
of information.

78. 2. Esthetic - The consumer enjoys
just being in a sensory-rich
environment provided by the
business. They passively appreciate
but do not measurably alter the
nature of the environment.

79. 3. Entertainment - The
consumer passively
observes activities and/or
performances without
actually becoming an
active part in said

80. 4. Experiences - The
consumer is an active
participant who helps
shape the events.

83. QUESTIONS:
1. “What specific experience (s) will my show
stage or create?”
2. “How does my show extend the visual?”
3. “What is distinctive about my show?”
4. “How can my show engage more of the
senses?”
5. “What does staging new experiences look like
for my show?”

85. IQ POINTS:
1. How A Film Composer Uses Lean
1. https://www.youtube.com/watch?time_continue=7&v=E--f-
p0f6MI&feature=emb_title
2. Lean Startup | Eric Ries | Talks at Google
1. https://www.youtube.com/watch?v=fEvKo90qBns

86. Module 1: LAYING THE FOUNDATION
• Section 1: Your Brand Words
• Section 2: Know Thyself (Your Superpower)
• Section 3: The Artist Audit
• Section 4: 3 Gears
• Section 5: The Entertainment Ecosystem
• Section 6: Content vs. Platform
• Section 7: Time - Talent Matrix
• Section 8: Strategy And Tactics

87. Module 2: ARTIST AS HACKER
1. Forgiveness > Permission
2. Team > Talent
3. Missionaries > Mercenaries
4. Different > Good
5. Future > Nostalgia
6. The Third Way
7. The Cupcake Hack
8. The KPI Hack: The Power Of Measuring
9. Resourcefulness Beats Resources
10. Fight Beats Want

88. MODULE 3: Creative Differentiation
1. THE AGILE ARTIST: THE ARTIST OF THE FUTURE
2. SWOT MATRIX: TELLING YOURSELF THE TRUTH
3. RED OCEANS VS. BLUE OCEANS: BECOMING
AN ORIGINAL
4. THE E.R.R.C. FRAMEWORK
5. CASE STUDY: Journey’s Answers
6. GETTING YOU TO A BLUE OCEAN

89. MODULE 4: Super Teams
1. Superpowers and
Kryptonite
2. Leaders and Feeders
3. Cheese and Whiskers
4. 3 Gears
5. Multipliers Habit
6. The Dream 100
7. P.A.I.E. Method
8. Mind-hive - Your
Board of Directors
9. ALLIES
10. ACTION ITEMS

90. Module 5: RECORD LABEL MODEL CANVAS
1. Labels as Venture Capital
2. Fixed or Growth Mindset
3. Both Sides of a Copyright
4. Why Mental Models Matter
5. Doing Deals - Leverage?
6. The Record Label Model Canvas

91. Module 5: RECORD LABEL MODEL CANVAS
1. YouTube as a Label
2. Publisher as a Label
3. Artist Services Model
4. Producer Label Model
5. Upstreaming Model
6. Motown Label Model
7. Joint-Venture Model
8. Artist-Owned Model
9. 360 Multi-Rights Model
10. Mega Model

92. MODULE 6: TACTICAL SH-T!
1. Point your Mind in the
Direction You Want to Go
2. You Are a Project
3. Bursts, Sprints & Marathons
4. Gamification
5. Edison Habit
1. The Theta Tool
2. Bedtime Hack
6. SHVT Tool
7. TimeBoxing
8. The Coppola
Principle
9. Bowling Hack
10. Action Items

93. MODULE 7: LEAN MUSIC METHOD
1. Everything Is A Project
2. The Tarantino Habit
3. Waterfall Artists vs
Lean Artists
4. WHAT IS LEAN MUSIC?
5. The 3 Components Of
Lean Music
6. Enter Kanban
7. Wips, Logs & Lanes
KANBAN TERMS
8. Slice & Dice
9. Bucketing and
Sequencing
10. Swim Lanes
11. Left to Right
12. Action Items

94. MOD 8 - SUPERSONGS
1. ON SONGS
2. SONGS AND TARGETS
3. WHAT ARE SUPERSONGS?
4. THE SONG STICKINESS MATRIX
5. CASE STUDY: JOURNEY’S SUPERSONGS
6. HOW TO WRITE MORE SUPERSONGS?
1. Writing FROM a concept or writing TO a concept
2. Titling, The “Dulaney” Principal
3. The “Zappa” Principle
7. HOW TO KEEP ‘GOOD’ SONGS OF ‘GREAT’ RECORDINGS?
1. The 80/20 Rule