Strategies

Does the Fans on Demand Formula Add Up?

Fans on Demand

John Gold, founder of Hypeddit, recently published a course called Fans on Demand Formula, promising a thousand new fans in one week. I put it to the test!

Well, kinda sorta. I took three weeks, and experimented with different audiences more than any sane person would dare.

But hey, I completed the training and am eager to share my results! Let’s do this.

Fans on Demand Formula overview

If you’re familiar with Hypeddit (pronounced “hyped it” but I still say “hype edit” in my head), you can probably guess the method we’ll use to capture those new fans: download gates.

The way it works is, you offer a download of your track in exchange for something — an email address, SoundCloud follow, YouTube comment, Facebook share, etc. Or all of the above! But if you ask too much, the potential fan will likely bail before completing all the steps.

Here’s what mine looks like:

Color Theory download gate

When you click the download button, it’ll prompt you for your email address, then ask your permission to connect your SoundCloud account to follow Color Theory, like the track, and repost the track. Feel free to try it (you can always un-follow, un-like, and un-repost, meanie).

That sounds like a lot of steps, but it’s really just a couple clicks and an email address. For the first couple weeks of my campaign, I also required a SoundCloud comment, which functions as social proof to make my track look 🔥.

How are we going to direct potential fans to the download gate? You guessed it, Facebook Ads.

Here’s (one of) mine:

Of course, John holds your hand through every step of the process:

  • Configuring your download gate
  • Setting up your Facebook account to track conversions
  • Creating an effective ad
  • Targeting the right audience
  • Optimizing your campaign over time

And that’s only the core of the course. There are other strategies discussed, like using Hypeddit’s Promotion Exchange, or using Hypeddit chart rankings to get even more downloads, like I did here:

My Fans on Demand Formula results

Let’s cut to the chase. Did I get a thousand new fans in a week?

No, I did not. But knowing what I know now, I easily could!

The shortcoming is half my fault, and half Facebook’s.

It’s my fault that I stretched the campaign out to three weeks, and targeted not five audiences as John suggests, but 34. I was feverishly searching for a way to bring down my cost per conversion (download), which averaged $2.73.

It’s Facebook’s fault that it’s virtually impossible to reach synthwave fans. Bigger acts like The Midnight, FM-84, and Gunship aren’t available as targets.

I was left with tangentially related interests like Stranger Things, 80s music, and vaporwave. Eventually I gave up and reverted to old faithfuls Depeche Mode and synthpop, but that wasn’t the audience I was hoping to reach with this track.

I pulled the plug at $500. What did it get me?

  • 80,196 impressions on Facebook
  • 10,789 3-second video views on Facebook
  • 409 email subscribers (329 of which are still with me after three months)
  • 7811 SoundCloud plays (that includes organic plays)
  • 180 SoundCloud followers
  • 171 SoundCloud reposts
  • 100 SoundCloud comments
  • A #8 Chart Breaker in Hypeddit’s Electronica Charts
  • Pixel data to retarget the 1168 people who visited my download gate
  • Loads of intel to optimize future campaigns

I opted not to use Hypeddit’s Promotion Exchange, which almost certainly would’ve resulted in many more downloads and a higher chart placement.

Why? Because I didn’t want to trade downloads with other artists who, for the most part, are likely only interested in boosting their own numbers.

Fans on Demand Formula conclusion

It turns out people still download music. Who knew?

The Fans on Demand Formula course is worth it for the Facebook Ads training alone.

Coupling an effective ad with a download gate is surprisingly still a winning formula. You can implement this strategy over and over again, whenever time and budget permit. Ergo, fans on demand. 😬

Fortunately non-synthwave artists can do it with a much lower budget. Check out John’s results promoting a house track:

That’s $0.38 per conversion versus my $2.73. In other words, his targeting was 7x more effective. Or his track was 7x better! To be fair, I’d wager house fans are more likely to be downloaders.

If you want to give the Fans On Demand Formula a try, you can sign up for it here.

When John heard that I was planning to write about his training, he kindly provided an affiliate link for me. He didn’t have to, but he did. That means, at no additional cost to you, I’ll earn a small commission if you click through and make a purchase.

While we were on the subject, I asked John if he’d be willing to provide a discount for my readers, and he came through with a coupon code for $200 off the entire training for the first 20 Passive Promotion readers who enroll.

If you’re not sure if you’re among the first 20, head over to Fans On Demand Formula and try coupon code PassivePromoSpecial in the checkout box. If it takes off $200, congrats! 🎉

If the course doesn’t deliver, there’s a 30-day 100% money-back guarantee. The training is reasonably short, so that’s plenty of time to get results. You could knock out the whole thing, minus the bonus content, and be up and running in a day.

Have you tried the Fans on Demand Formula? Share your results in the comments!

If you’d like to hear more of my promotional escapades, be sure to subscribe to my How I’m Promoting My Music This Month email newsletter.

Better yet, join me on Patreon for a behind-the-scenes look at my creative process and promotional efforts!

2 Comments

  • Reply
    Yasin Borry
    October 30, 2019 at 1:03 am

    Hi Brian,

    Cool man! In march i’ve also done the course by John! Absolutely loved it, real eye opener for me as i’ve used fb ads before but without a lot of succes. John also hosts monthly Q&A’s that dive deeper in the subject which is really cool. Have you thought about creating look-a-like audiences based on your facebook likes? This might bump conversion rates.

    Keep doing what you do!

    • Reply
      Brian Hazard
      November 1, 2019 at 6:39 pm

      Great to hear from you Yasin!

      Yeah, those Q&As just keep coming. It’s the gift that keeps on giving!

      So far I haven’t had much luck with lookalike audiences. My Facebook likes go back so many years that it’s not exactly a tight group. I’ve tried lookalikes of my email subscribers, Bandcamp downloaders, and Patreon supporters. I have yet to find one that performs as well as simple interest targeting.

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