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I talked to one of India's top classical performers, Sanjay Subrahmanyan @sanjaysub about how the pandemic has changed his world. Unable to perform, he launched a new membership program, bringing the creator economy to his audience (mostly age 60+)
Highlights of what he shared
Highlights of what he shared
Sanjay described the change to me like this:
"Before, the Music Academy & other orgs wld produce one huge music fest - a 30-day extravaganza. This was like being one flower in a bouquet. People are used to paying for the bouquet. Now, I'm asking them to pay for just one flower."
"Before, the Music Academy & other orgs wld produce one huge music fest - a 30-day extravaganza. This was like being one flower in a bouquet. People are used to paying for the bouquet. Now, I'm asking them to pay for just one flower."
3/
Takeaway #1
Especially for Sanjay's audience, ease is important. Fans will be more open to paying if it's really easy for them to sign up and access their stuff, so a platform like YouTube, where they already spend time, has an added benefit.
Takeaway #1
Especially for Sanjay's audience, ease is important. Fans will be more open to paying if it's really easy for them to sign up and access their stuff, so a platform like YouTube, where they already spend time, has an added benefit.
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Takeaway #2
Existing networks compound. YouTube is a compounding engine for Sanjay's subscriber base. He has ~30,000 basic subscribers on YouTube.
Converting a few of these people to paying subscribers and providing the rest with fresh content will pay dividends over time.
Takeaway #2
Existing networks compound. YouTube is a compounding engine for Sanjay's subscriber base. He has ~30,000 basic subscribers on YouTube.
Converting a few of these people to paying subscribers and providing the rest with fresh content will pay dividends over time.
5/
Takeaway #3
It’s imp to keep a record of everything, so you have plenty to share & choose from. For a performer, it's obvious how to do that. But for a visual artist, don't discard "work in process." For a writer, even snippets that show how you work can be valuable.
Takeaway #3
It’s imp to keep a record of everything, so you have plenty to share & choose from. For a performer, it's obvious how to do that. But for a visual artist, don't discard "work in process." For a writer, even snippets that show how you work can be valuable.
6/
Takeaway #4
As a performer, Sanjay can produce new content more easily than some other types of creators. His needs are different from a writer, photographer, or filmmaker.
Takeaway #4
As a performer, Sanjay can produce new content more easily than some other types of creators. His needs are different from a writer, photographer, or filmmaker.
7/ Check out the post which includes his most recent work: https://shripriya.com/blog/2021/04/20/will-people-pay-for-just-one-flower/
