From freestyle to Funnel

I know I can’t always reply to all, and yes, sometimes I reply even weeks later. Not on purpose, just time is not always my best friend. When I was done replying to the latest comments, I saw one of the artists I support was online, so I hopped into the live.

You know, another thing as I told you in the last episode: I love my own live shows, but I also love being in support of other live shows. That’s why I keep on saying... it’s a beautiful support of each other.

The artist then told me that there was another artist on the live show too, and as I am... always excited to hear the talents, or how I call them: shining stars, I asked for a freestyle.

What do you think?

As an artist, should you always be prepared, or do you think it’s not always important to freestyle just because someone asks for it?

In this case, the artist said he would do a freestyle. First, it was without a beat, and the second time with his own beat, singing his latest release. His voice was sweet, but the excitement I had from the start was almost gone. I focused on his voice, but I definitely missed the passion and energy in his freestyle. I still heard his talent, but what about having a talent without love for it?

Do you think he should actually still do the freestyle even though he might not have felt like it?

I would love to know your perpectives. Ether you are a musicfan, a listener, you are a supporter or do we have managers around? Or anyone from the music industry, Or you are an artist? What would you do if someone is asking you to freestyle.

I would say I dont think an artist always has to freestyle just because someone asks. Music is about energy, connection, and authenticity, if your heart isn’t in it at that moment, it’s better to say “not right now” than to force it. Because people don’t just hear your words, they feel your energy.

But being prepared is important too. As an artist, you never know when opportunities come up: 

• a live show
• a request
• even meeting someone who could open doors.

Having at least one or two go-to freestyles or short verses ready can help you shine when the moment feels right. So for me, it’s a balance: 

Don’t force it if the vibe isn’t there, but also respect your craft enough to be ready when inspiration meets opportunity.

TIKTOK TIKTOK TIKTOK

And since we are all so active there, from promotion, to interactions, to live shows, to freestyle shows

and so on... 

TikTok & music discovery: is it an opportunity or is it a trap? What do you think?

I see TikTok as a great introduction an interaction tool and It’s really a great way to see: 

-How people react to what you do?

-What content works better?

-What kind of songs are trending?

But at the same time, it’s also where you can test your own music. Like:

-Which of my songs do people actually connect with? 

-The one I created last year that’s still running up and down on TikTok? 

-Or maybe the latest one I just dropped? 

TikTok gives you that instant feedback, and that’s gold.

And what I love about it is the direct communication. Not only with the listeners, but also with other people in the industry. 

-One moment you’re just vibing, 

-The next moment another artist jumps into your live, 

-And suddenly a new collaboration is born. It happens just like that.

But here’s the part that’s tricky. What about the selling point? 

Because let’s be honest: views, likes, and comments are great, but:

-What about the downloads? I’m talking about paid downloads, not just streams. 

-What about my merch? 

-What about people showing up at the next concert? 

And do people really move from “I had a stressful day, let me relax and watch some lives on TikTok” 

to “let me actually support this artist outside of the app”?

And that’s the balance. Because TikTok is amazing for exposure, but sometimes it can also feel like people are just entertained while they’re scrolling, and then they move on. 

Like a quick snack, it feels good in the moment, but it doesn’t mean they’ll stay for the full meal.

I think this is where as artists, you need to ask: 

-How do you take that energy from TikTok and translate it into something lasting? 

Into real support

real community

real growth. 

For example, when someone hears your freestyle on a live:

-Do they later stream the full track on any of your streaming platforms? 

-Do they click the link in your bio and grab the merch? 

-Or do they just scroll on and forget it five minutes later?

For me, that’s the big question! 

TikTok is powerful, but only if we learn how to guide people from being entertained into actually being invested. 

I hear you all the way from wherever you listening to: Yes, i would love them to download my songs... or yes i wish to see them on my upcoming concert! i plan to have a merchandize stand at the concert, i hope they like what they see. 

A lot of people come to TikTok live shows to relax after a stressful day. 

They want to be entertained, laugh, vibe to the music, maybe comment a little… but how many of those actually go the next step into support?

Now, here’s something I’ve learned: telling people during the live, “Hey, go stream my music on Spotify right now” that doesn’t really work. Think about it. When I’m on TikTok live, I don’t want to leave the app either. 

I don’t want to miss the conversation, I don’t want to miss another artist joining. Most people feel the same, they’re not ready to switch apps at that moment.

So here’s what I would do instead: Tell them, “Fam, if you love this track, don’t stress about leaving now. Just hit the screenshot button or record your screen. That way, later when you have time, you can check it on Spotify, Apple, wherever you stream. No rush, no pressure.”

It’s a simple move, but it works. Because people don’t feel pressured, and they’ve got a reminder saved. And when they finally have their own time, that’s when they check it out.

And the same goes for merch. If I’m wearing my own merch on the live, that’s already promotion without even talking. People see it, they ask about it, and when they ask, I don’t need to say: “Go buy it right now.” 

I can just say: 

“Hey, if you like this shirt or this cap, screenshot it, save it, and later you can check the link in my bio.” 

Again, easy, no stress, no leaving the vibe.

And to make it more fun, I sometimes add a little challenge: 

“If you stream it later or if you grab some merch, DM me a screenshot. I’ll give you a shoutout on the next live or I repost or share it onto my story.” 

That way, I’m not only planting the seed but also giving them a reason to come back and i know most of the fans are happy to see themselves in your story. Hello... i am also one of those. I actually love it when the artist share me in their story... nothing wrong with getting a little attention. We all need such.

That’s the balance: TikTok is amazing for discovery, energy, and interaction, but we need to guide people in a way that doesn’t break the vibe. 

Think about it as planting reminders, not forcing action in the moment.

THE FUNNEL

This isn’t as easy as it sounds. Imagine if everyone on the live would actually go after the show, stream your songs, download them, maybe even buy your merch… that would be amazing, right? But let’s be real, that’s not how it works.

This is where a little bit of marketing comes in: the funnel.
At the very top of the funnel, people are just discovering you. They don’t know who you are, they’ve never heard your music before, they just joined because a friend shared the live, or they were scrolling and TikTok pushed you into their “For You” page. These people are curious, but they’re not ready to buy.

The next step is building trust. And trust takes time.

Let me repeat:

TRUST TAKES TIME

Think of it like this: would you give money to someone you just met on the street? Probably not. But if you see them regularly, if you like what they do, if they give you something valuable, you start to trust them. 

Same with music.

So, how do we build trust?

-Consistency Show up. Not just once a month, but regularly. If people see you live every week, or dropping content, or engaging in the comments, they start recognizing you. You become familiar.

-Curiosity Drop little pieces of your story. Instead of saying “Check my new song” all the time, share what inspired it. For example: “This track came from a real conversation I had last year when I was at my lowest point. It’s not just a song, it’s a message.” Now people are curious. 

They don’t just want to hear a song; they want to hear your story. 

WE WANT TO HEAR YOUR STORY

Engagement Reply to comments, give shoutouts, use names. When someone feels seen, they’re more likely to stick around.

Now, let’s look at some numbers. On average, marketing studies say only about 3–5% of people are ready to buy the first time they meet you. That means out of 100 people in your live, maybe 3 will stream immediately, maybe 1 will check your merch. The other 95? They’re still in the trust-building process.

And that’s okay! Because your job isn’t to force the 95, it’s to keep them interested.
Think of it like this: Every live, every post, every freestyle, you’re dropping little seeds. Maybe today they don’t stream. Maybe tomorrow they don’t download. But one day, they see you again, and they think: “ I’ve seen this artist a few times now. Let me finally check them out.”

Here’s an example:
I know artists who play their new track every week on live. And at first, people don’t even ask about it. By the 3rd or 4th week, someone comments: “Wait, what’s this song again?” By the 6th week, a few people are DM’ing them screenshots of streaming it. And after months, not days, but months, they build a little fanbase that not only streams but also shows up at concerts.

It’s the same for merch. If you wear your shirt once, people might just think it’s a cool design. If you wear it consistently, and you keep telling stories about why you made it, slowly people connect the dots: 

“Oh, that’s their brand.” And one day, when they want to support you, they remember: “Let me grab that shirt.”

So the key is understanding that not everyone will go straight into the “buy.” That’s normal. 

The the ongoing introduction is a must. You’re always re-introducing yourself as an artist. Always letting people know about your songs, your story, your journey. But please NOT in a spammy way, but in a natural, human way. 

To be very honest i see some of the people trying so hard to sell theor stuff and 

not only we can sense its only for the money, yes we can sense it and we can feel you do not even really want to connect with us. 

If you are not someone who does it out of love and have the passion for it and you just want to make money out of us... we can see, smell, hear - actually let me say: We could use all our senses to understand that you are not for the real reason around us, you just want to get money out of us. Trust me, that bitter taste we have will not hurt us at the end, it will finish your career faster then you can think of. Sometimes i believe some of the people really believe we are that... im not going to say it. To the listeners and im talking about the music fans... please have an eye on the artist, watch their movement, see how they treat people - social media is showing us a lot. But at the same time, do this mindfully and dont go around and spread hate over there... or beef - oh this will be another days topic. 

And for anyone building a career...

DO WHAT YOU LOVE AND LOVE WHAT YOU DO

Because that comes with an automatic care.. not just for yourself, but for the people. 

-Why would people want to hear your songs? 

-Why would they come to your concerts? 

-What makes them wear your merch?

The answer is simple: 

Because they feel connected to you!

You might have a great talent and your songs are great, yes, but the connection is what makes them stay.

Social Media Analytics and pressure

And that’s exactly why understanding your social media analytics is so important. 

-Do you, as an artist, check your numbers? 

-Do you track them, write them down, or even know what they mean? 

Having a clear overview is key. Here’s how you can approach it:

1. Track engagement patterns: Not just likes, but comments, shares, and saves. For example, if you post a short story about how a song was made and it gets lots of comments, you know people enjoy behind-the-scenes content.

2. Notice your audience behavior: Are viewers rewatching videos, or skipping after a few seconds? If your post about the songwriting process keeps people watching till the end, that’s a signal your storytelling is working.

3. Test different content types: Maybe you do a tutorial on a music technique, a funny reaction video, or a quick freestyle. Track which ones spark more conversation. 

Understand that this is not a solution for all your upcoming releases. You have to start looking into things over and over, get a better understanding of your followers. They can also change. Maybe some left, maybe your audience has become stronger. Perhaps you have more women following than men now, noticing these shifts matters.

4. Build curiosity over time: Numbers show trends. If a particular topic or style performs well, create a series around it. For instance, a mini-series where you analyze lyrics of famous songs or break down rhythms. People start anticipating your posts because they know it brings value.

5. Learn from data, not pressure: Analytics aren’t there to stress you. They are a guide. If you notice growth slowing, it’s not failure, it’s insight. Maybe post at a different time, try a different style, or invite interaction with a question.

6. Mental Health and Positive Pressure Only: Being aware of your mental and physical health is crucial. 

Not all pressure is bad. 

Positive pressure can push you to improve, like practicing vocals for a live show or preparing a new release. 

Negative pressure sleepless nights, obsessive tracking, comparing yourself too harshly, can harm you. 

-Listen to your body and mind

-Take breaks when needed

-Celebrate small wins

-Track your energy and mood alongside your content performance

For example, if you notice anxiety before posting a video, reflect: is this motivating me to be better or causing unnecessary stress? Adjust accordingly.

Numbers are your tool to understand your audience, improve your content, and deepen connection. 

By tracking them thoughtfully while taking care of yourself, you can make creative choices that feel natural, authentic, and impactful.

Remember, building your career is a journey, not just a one-time goal

Every step you take matters, from creating music, to sharing it, to engaging with your audience. 

Take the time to really understand the people who listen to you. 

Talk with them, listen to their feedback, see what moves them.

You don’t create music just to make money. You create music to tell your story, to connect, to inspire. 

When your songs make someone smile, give them strength, or help them feel seen, that’s the real impact. That’s how you build a legacy. A legacy lasts, a trend fades.

💡So ask yourself: 

Do you want to leave a mark, something meaningful, something that people remember years from now? 

Or do you want to chase a short moment in the spotlight? 

Focus on connection, on storytelling, on your truth and everything else will follow.

Keep creating, keep listening, keep connecting. Your music matters. Your voice matters. And the world is waiting to hear it.

Much love

Sunny

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