Aug. 31, 2026

The Sound of Gold with guest Ariel Hyatt

The Sound of Gold with guest Ariel Hyatt
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Season 2

Join me today as Ariel Hyatt will be my guest. She is a huge inspiration and a valuable asset to the music industry! She is the Founder of Cyber PR Music
Celebrating 30 Years Supporting Independent Artists.

The Sound of Gold is broadcast live Mondays at 4PM ET / 1PM PT on K4HD Radio - Hollywood Talk Radio (www.k4hd.com) part of Talk 4 Radio (www.talk4radio.com) on the Talk 4 Media Network (www.talk4media.com). The Sound of Gold TV Show is viewed on Talk 4 TV (www.talk4tv.com).

The Sound of Gold Podcast is also available on Talk 4 Media (www.talk4media.com), Talk 4 Podcasting (www.talk4podcasting.com), iHeartRadio, Amazon Music, Pandora, Spotify, Audible, and over 100 other podcast outlets.

Become a supporter of this podcast: https://www.spreaker.com/podcast/the-sound-of-gold--6696013/support.

WEBVTT

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This program is designed to provide general information with regards

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to the subject matters covered. This information is given with

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the understanding that neither the hosts, guests, sponsors, or station

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are engaged in rendering any specific and personal, medical, financial, legal, counseling,

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professional service, or any advice. You should seek the services

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of competent professionals before applying or trying any suggested ideas.

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Hi, welcome to The Sound of Gold. I am so

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excited to be with you today. Whether you're tuning in

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virtually so you can see me, I'm here in my

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home studio, music studio. And if you're just tuning in

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to listen, welcome as well.

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And it is Monday presently. We are broadcasting live.

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And if you're with me Monday or another day, I

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hope your day has been great. I hope you've had

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a great weekend. The Sound of Gold is my favorite

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place to be here and now because we focus on music.

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I'm so excited to introduce my guest today. My guest

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is running a little bit behind, so we will meet

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her when she gets on. I'm not going to tell

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yet who it is, but I just wanted to touch

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base with the idea of what's it like in the

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music industry and how do you keep it going and

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how do you make a living from it? What works?

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Some things that don't work. And I've been in the

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music industry for over 20 years. I've been playing music

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for over 45 and I've learned some tricks along the

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way that I will share with you. And my guest

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today will share as well. But before we get there,

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It is Monday or whatever day you're listening to this.

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I always like to start my show with a little

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music introduction. And this afternoon, as.

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Last show last week, it was a little.

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Bit stormy out. And it is again this Saturday, this Monday.

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And I want to play a little something and I

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want to just call it easy ease at the end

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of the day. And so sit back, relax. If you're driving,

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just enjoy it. And yeah, so thank you for being here.

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Thank you.

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So, Thank you. I have my guest calling me right now. Hi.

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Hi.

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I'm live online right now, and I sent you an

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email to connect with us, and I'd love to see

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you on our show today.

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Okay. Okay.

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Okay.

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Okay.

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We look forward to seeing you.

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Okay. Thank you.

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Okay.

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So.

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That was my guest today. And I'm so excited.

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She had a client crisis and she just called me

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to say, I'm so sorry.

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I'm running late. And which I kind of knew she was,

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but I.

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Didn't know that she'd be late late. So she will

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be joining us momentarily. And I am excited because it's

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not just any guests and every week I have a

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wonderful guest. So Not to take away from anybody. I

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think everyone is so special in their own way. And

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especially in the music industry, we are so much a

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part of each other because the music industry is not just,

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you know, me, you, them. We all come together in

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unity because music is healing. Music is worldwide. It speaks

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for itself. It doesn't matter what language you speak or.

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Where you live.

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And my very special guest today is Ariel Hyatt. She

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is the author of Beyond the Buzz, or Buzz and Beyond,

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I think it is. And she will tell you more.

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She has been in the industry for a very long time.

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She's a great supporter of the music industry. And she

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has so much to tell you and so much to

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share with you. And I'm so excited. And while we're waiting...

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I'm just going to play a little bit more for you.

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So sit back, relax, and she will join me as

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soon as she joins us. So I appreciate your patience.

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I'm so glad you're here. And yeah, enjoy. We can

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call this the waiting zone.

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Okay. Thank you. © transcript Emily Beynon Thank you. Thank you.

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Thank you.

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Thank you.

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Thank you.

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Thank you so much for being here today.

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Hi, Ariel. How are you?

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Amazing. Sorry for being late.

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That's okay.

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I'm so glad that you can join us today.

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Well, happy Monday. It's Monday presently, and we are broadcasting live.

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And it is such a treat to have you on

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the show today. There's so much you bring to the

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music industry. And, you know, I want to first start

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out by saying thank you so much for being here.

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How are you?

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How's your day going? How is.

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I mean, we're just getting through a weekend and here

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we are on a Monday.

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I feel great. I feel it's the end of summer

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right now. I think it's a time for renewal for

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a lot of us, getting back to our normal routines.

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That's what we're looking up against. And I've had a

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lot of amazing conversations today with a lot of incredible musicians.

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So I feel inspired today.

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So awesome. Well, uh, we haven't, we've spoken a little

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bit through email and, um, and I just wanted to mention,

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cause I know you're just coming on the show.

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Um, presently I'm here in Florida.

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I'm in my music studio, my home studio. And, um,

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I'm so excited to be broadcasting, uh, focusing on the

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music industry and what I said earlier in the show.

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I don't know if you know, maybe, you know, I'm

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a music teacher.

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And, and I have this show and my focus is

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I have this great passion to continue on this road

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of inspiring, including myself being inspired musicians and this, this

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world we live in. And I, I feel like what,

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like there's been questions I've asked it like, Oh, what's

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going to become of the music industry. And I thought,

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you know what? I feel like we're truly rising above

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where we were. I feel like we, as musicians, the music,

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the music world, because music is so healing. And I

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feel like we are really, like I said, rising above

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and you bring so much to the industry and you,

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So that I'm not talking too much more and taking

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away from you because the light shines on you today.

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Please share with our audiences how you impact the music

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industry because it's huge.

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Thank you. Thank you. So a little share.

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Yes.

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For the past 30 years, I have run an agency

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that supports independent musicians and I I've had a front

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row seat to working with artists who are hobbyists and

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say they are all the way up to working with

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artists who are household names. And it's my absolute passion

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to support musicians no matter where they are in the journey.

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And I started as a traditional publicist a long time ago.

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I still do publicity here at my agency, but that's

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a very small part of the picture, as we all know.

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And now what I do is I've written seven books

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in this journey about how to help artists get their

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heads around things that most creatives are not natural at,

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which is marketing, promoting. I wrote a book about crowdfunding.

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So I'm always here looking at how artists can participate

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in the new music industry because... It continues to be new,

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I feel like, every week now.

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Now, for our audience, there's audiences that are watching us

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right now, and then there's audiences, is that even a word, audiences,

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that are listening. So for those that cannot see the

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scroll on our screen, how would our audience that are

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listening connect with you and find you to get your

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books or to check out your website?

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Yeah, you can find me all over at CyberPR. That's

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the brand. And my main website and all my socials

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are CyberPRMusic. So CyberPRMusic is the website.com. CyberPR on all

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social media and or CyberPRMusic. If you look for those two,

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you'll find me.

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Awesome.

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Awesome.

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And one of your bigger, I don't know, it's been,

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how do you say it? This particular book has been

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in my view, more than any of your other books.

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And that is The Buzz. And I'm saying it wrong.

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Beyond The Buzz.

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Yeah, From Buzz to Bond.

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Excuse me. So sorry.

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Can you tell us a little bit about that?

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Yeah, I'd be delighted to. So From Buzz to Bond

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came from countless conversations I've had with musicians about where

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they've been putting a lot of their time and attention

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these past five years, especially. And what I have observed

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is musicians have been focused on what I call buzz marketing.

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That's getting more followers, getting more likes, trying to go

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viral on TikTok or Instagram or YouTube shorts. It's about,

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buzz marketing is about getting as many plays as possible

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on Spotify. It's about throwing money around mostly at advertising,

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like meta advertising, Spotify advertising, and coming back with results.

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You will see more eyeballs, more streams. But what I

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noticed was that artists were still struggling when it came

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to what I call bond marketing, which is what you

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and I are doing right now. Having a conversation face-to-face.

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What happens when you have an active email list? What

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happens when you have text messaging list and you can

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actually message your fans what happens when you're standing at

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the merch table after you play a live show or

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someone comes into your studio and takes a lesson that's

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bond marketing it's bonding it's us knowing each other and

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I noticed an enormous problem because I had artists coming

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to me with tens of thousands hundreds of thousands in

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some cases millions of streams and no real fans.

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And what do you think that is?

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Or what did you find in your research on that?

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I didn't need to research far. I mean, you can pay,

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you can pay almost, there's hundreds of companies, social media

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marketing companies or social media fan companies. They promise you

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real results. They're not real. Advertising on YouTube promises real views.

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I don't know that they're real. I think they're gray

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area views. Spotify promises, you know, you can not Spotify,

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but you can hire all kinds of playlisters to help

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you get Spotify plays. And again, I kept finding there

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were not real people or the people were targeted in

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foreign countries where advertising dollars go farther. And so I

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feel that needs to change if artists really want to

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create something that feels like it's really landing.

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And where do you feel that You mentioned it. Every

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week is a new week. You know, every day is

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like a new opportunity. My husband always says it's a

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new day. You know, you kind of do something different

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or you look at it in a different way. And

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we're constant as human beings. We're constantly growing. We're constantly

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evolving and changing. And in the music world, you said

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every week is like a new world. And in what

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ways do you feel that change? In what ways do

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you feel that we're changing? As of right now, today,

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where do you feel like we're going with music? Or

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is that too vague of a question?

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No, it's not. I think, you know, sadly, what I'm seeing,

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what we're all seeing, what's in the news, is there's

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a lot of AI-created music. And it's flooding the DSPs.

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So there's, like, millions of fake AI content kind of

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AI slot music happening, very low quality. I mean, obviously

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it's AI and if Suno can create something in 30 seconds,

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it's a problem. So what I see now is all

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of the DSPs, Spotify, Deezer, Apple, they all have to

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figure out how do they keep that music out of

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the zeitgeist and how do they keep it off their platforms?

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But right now I think that is a major problem

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because it's crowding out artists that take time and effort

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and energy to really record their life's work.

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Right.

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How do you, you know, how do you get seen

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in the, in the tidal wave is the question.

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And for those you mentioned, there's the hobbyists and then

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you have the celebrities or the ones that are known

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or have, their name. Between the two, is there a

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common thread? Because I mean, they're musicians. Is there a

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common thread where we all have to go out and

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get the work? As a musician, we all have to

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go out and get the gig or we got to

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get the attention. Maybe I'm answering my own question and

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you've you've been doing this or your focus and your experience,

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I think is more invested than where I've been more

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teaching than I have been walking on your, on your street,

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I can say.

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So from your experience and what.

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You promote and what you help support, what do you

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see is a common ground for the hobbyists and, the

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icons and what works and what doesn't work and what

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are you able to share with us today?

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I think it's the dirty S word. It's the word

249
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that no artist wants to confront because it's the opposite

250
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of art and that's sales.

251
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Yeah.

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You're never going to enroll someone in the possibility of

253
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joining you on any kind of journey if you don't

254
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understand the basics of sales. And when I say sales,

255
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I don't mean that you're showing up somewhere and like,

256
00:21:00.140 --> 00:21:02.539
shoving a CD in someone's face. I don't mean that

257
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you're like, you know, begging people to come to your show.

258
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That's not what I mean. It's about making people feel

259
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invited to the party. That's sales.

260
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Okay.

261
00:21:13.670 --> 00:21:19.930
So it's, it's, it's about understanding that bands and people

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in general, we all have a desire to connect. That's

263
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what we want to do. And we all have a

264
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desire to help one another, like humanity at their highest

265
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and best. And I live in New York City. So

266
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I've had like, I'm born and raised in New York City.

267
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I've had a front row seat to this my whole life.

268
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Through amazing times like 9-11 and COVID and watching a

269
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city that is not known to be friendly. If you

270
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really are in trouble in New York City, like on

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the subway, for example, and you ask for help, people

272
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will run towards you and help you because everyone's innate

273
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nature is to help. Fans want to help the artists

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they love.

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Yes.

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Artists forget that fans aren't as smart as they, as

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we think they are. And so a lot of times

278
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I think also, especially with social media, it's all about

279
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posturing and filtering and only displaying your, your, you know,

280
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one minute moment of the day. That's, you know, your

281
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most ideal filtered, gorgeous moment. If you actually can share

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something and I'm not saying, you know, go bleed all

283
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over the page, but like share something that's more relatable,

284
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share something about a journey, share something about what you need.

285
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You'd be amazed at how fans might begin to step

286
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up to the plate in a very different way.

287
00:22:40.480 --> 00:22:43.759
Oh, I love that. You mentioned, I have a couple

288
00:22:43.779 --> 00:22:46.960
of questions for you, but before I get there, you

289
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mentioned AI and me personally, I mean, I have, I

290
00:22:51.750 --> 00:22:54.890
only know so much about AI, but I truly believe

291
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like you can't take the human feeling, you can't make

292
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that with AI and not to, you know, not to

293
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disrespect people that invented AI, but I mean, you, you

294
00:23:06.819 --> 00:23:09.549
can't like as a person, as a human being, if

295
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I come to play the piano, like I'm playing from

296
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my soul, I'm playing from my, from my heart and

297
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you can't make that up. Yeah. So I understand what

298
00:23:20.039 --> 00:23:23.400
you're saying with AI. I want to go back a

299
00:23:23.440 --> 00:23:27.329
little bit and Ariel, would you be so kind as

300
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to share with us a little bit about your journey

301
00:23:30.190 --> 00:23:32.190
and how you got to be doing what you're doing?

302
00:23:33.430 --> 00:23:36.880
It's pretty simple. I'm a huge, I'm a huge music fan.

303
00:23:37.400 --> 00:23:40.779
I have, I have a lot of colleagues in the

304
00:23:40.819 --> 00:23:45.059
business that started out as musicians and I'm, I'm not

305
00:23:45.119 --> 00:23:48.460
one of those. I, I've just always, I wish I was,

306
00:23:48.619 --> 00:23:52.839
but I'm not. I've always just loved music to me, music,

307
00:23:53.589 --> 00:23:56.529
is church. It's religion. It's where I would go and

308
00:23:56.569 --> 00:23:59.450
turn to on good days and bad days and hard days.

309
00:23:59.549 --> 00:24:06.430
And I was so connected to seeing live music that

310
00:24:06.920 --> 00:24:09.859
when I was young and still in college, I had

311
00:24:09.900 --> 00:24:14.460
the incredible fortune of having my mother, who's an entrepreneur

312
00:24:14.759 --> 00:24:19.269
and a business coach. So she was always coaching women

313
00:24:19.289 --> 00:24:25.109
to choose music their dream job. So I, I grew

314
00:24:25.210 --> 00:24:28.210
up understanding that that was a possibility that you could

315
00:24:28.299 --> 00:24:32.019
actually choose a career that you love and it could

316
00:24:32.039 --> 00:24:34.200
be your dream job and you could make that happen.

317
00:24:34.380 --> 00:24:36.579
So I feel very fortunate in that.

318
00:24:37.059 --> 00:24:38.440
What a great inspiration.

319
00:24:38.460 --> 00:24:41.680
It was very, it was a great thing to sit

320
00:24:41.720 --> 00:24:43.519
at the dinner table every night and it was a

321
00:24:43.559 --> 00:24:48.869
world of possibility. So with that gift of growing up

322
00:24:48.910 --> 00:24:51.440
in a house like that, I chose my, one of

323
00:24:51.500 --> 00:24:55.119
the hardest paths being in music and not working at

324
00:24:55.160 --> 00:24:58.119
a major label or at a big conglomerate. I did

325
00:24:58.160 --> 00:25:02.190
it all by myself. And the one thing that I've

326
00:25:02.250 --> 00:25:05.609
done over all these years is I'm deeply committed to

327
00:25:05.869 --> 00:25:08.609
educating artists as well as doing the work. So I

328
00:25:08.650 --> 00:25:13.970
have two sides to my house and half is helping

329
00:25:14.049 --> 00:25:16.230
artists to navigate through the books and the blog and

330
00:25:16.250 --> 00:25:19.849
my podcast. And then the other half is agency work.

331
00:25:20.309 --> 00:25:23.910
We roll up our sleeves. We help our clients add

332
00:25:23.970 --> 00:25:26.549
fans to their email list. We help our clients understand

333
00:25:26.589 --> 00:25:30.039
their brand and who they are in their heart and

334
00:25:30.059 --> 00:25:32.660
their soul when it's not just the music. We help

335
00:25:32.700 --> 00:25:37.740
them understand how to put fan journeys together and how

336
00:25:37.759 --> 00:25:41.630
to monetize and how to look at scaling whatever it

337
00:25:41.700 --> 00:25:44.690
is that's working. How do we make it better and bigger?

338
00:25:45.089 --> 00:25:48.750
And So that's a bit about what I've done. And

339
00:25:48.769 --> 00:25:52.369
I've done it in many iterations as the internet keeps changing.

340
00:25:53.829 --> 00:25:56.609
I've done it in many capacities. I went from having

341
00:25:56.809 --> 00:25:59.990
a PR firm to having a booking agency, to having

342
00:26:00.029 --> 00:26:04.890
a street team marketing company, to always doing publicity. That

343
00:26:04.910 --> 00:26:08.769
was always the through line. And then in very early days,

344
00:26:08.829 --> 00:26:16.460
I went digital when that was not a newspapers and magazines,

345
00:26:16.640 --> 00:26:19.349
I was like only a digital PR firm, which people

346
00:26:19.369 --> 00:26:23.029
thought I was crazy for years there. And now of

347
00:26:23.089 --> 00:26:26.950
course there are so few newspapers and magazines left. Everyone

348
00:26:27.390 --> 00:26:28.869
is in digital.

349
00:26:28.890 --> 00:26:32.430
That's so true. Now you have seven books. I mentioned

350
00:26:32.569 --> 00:26:34.609
one of them. What are the other six?

351
00:26:35.269 --> 00:26:38.130
Oh, okay. So from buzz to bond is my, my

352
00:26:38.190 --> 00:26:41.299
newest book all about, it's a very thin small book

353
00:26:41.380 --> 00:26:45.589
about this philosophy of, bonding with your fans as opposed

354
00:26:45.609 --> 00:26:49.410
to buzz. The book before that was called the ultimate

355
00:26:49.450 --> 00:26:52.509
guide to music publicity. It's a, it's a handbook on

356
00:26:52.549 --> 00:26:56.069
how to get PR for your music. Okay. The book

357
00:26:56.109 --> 00:27:00.549
before that was called crowd start and it was a

358
00:27:00.599 --> 00:27:05.140
crowdfunding book. How do you make money leveraging your crowd?

359
00:27:05.700 --> 00:27:08.660
And then my original book from back in the day,

360
00:27:08.660 --> 00:27:13.029
2008 was a, music success in nine weeks, which was

361
00:27:13.109 --> 00:27:15.750
a tongue in cheek. I don't actually believe you're going to,

362
00:27:16.190 --> 00:27:18.829
but it was a nine step process that taught artists

363
00:27:18.930 --> 00:27:24.539
how to think differently about marketing and it involves social media.

364
00:27:24.759 --> 00:27:27.660
Then I wrote cyber PR for musicians, which is tools

365
00:27:27.720 --> 00:27:30.180
and tricks for building your social media house. And I

366
00:27:30.240 --> 00:27:35.599
also wrote the musicians roadmap to Facebook and Twitter. So

367
00:27:35.859 --> 00:27:39.799
those are the books and yeah. Yeah. Yeah, it's been

368
00:27:39.839 --> 00:27:41.680
quite a journey releasing all of those books.

369
00:27:42.200 --> 00:27:45.000
That's so awesome. And you are such an inspiration. And

370
00:27:45.059 --> 00:27:46.900
I love what you bring to the table.

371
00:27:47.480 --> 00:27:51.240
It's not... For our audience out there.

372
00:27:51.359 --> 00:27:54.829
Oh, sorry. My cat wants to play piano. For our

373
00:27:54.970 --> 00:27:56.190
audiences out there.

374
00:27:57.769 --> 00:27:59.730
For our audiences out there, you want to say hi?

375
00:28:00.089 --> 00:28:00.710
There's my cat.

376
00:28:01.009 --> 00:28:02.509
Hello, beautiful Siamese cat.

377
00:28:03.049 --> 00:28:04.609
So for our.

378
00:28:04.930 --> 00:28:05.769
Rewind, repeat.

379
00:28:06.170 --> 00:28:11.200
Our audience out there, you know... It's not from from

380
00:28:11.240 --> 00:28:12.099
my experience.

381
00:28:12.140 --> 00:28:15.839
And I have friends that are in the musicians that

382
00:28:16.019 --> 00:28:20.220
perform the gig gigs. It's not your nine to five job.

383
00:28:20.359 --> 00:28:24.740
It's not your nine to five income. It's not consistent. Recently,

384
00:28:24.799 --> 00:28:27.539
I was part of a group where we were talking

385
00:28:27.559 --> 00:28:31.259
about like it's seasonal, like your your income stream is

386
00:28:31.859 --> 00:28:34.740
is seasonal being that it's not like, OK, every week

387
00:28:34.779 --> 00:28:37.549
I'm going to make this amount of money. or every month.

388
00:28:37.609 --> 00:28:40.410
Can you talk a little bit more about the industry

389
00:28:40.589 --> 00:28:44.069
and the income that, I mean, the difference between a

390
00:28:44.109 --> 00:28:47.230
hobbyist and somebody who's an icon, but you, you have

391
00:28:47.250 --> 00:28:48.849
to grow into that, I think.

392
00:28:49.190 --> 00:28:52.710
Yeah. Yeah. I think one of the biggest misnomers of

393
00:28:52.759 --> 00:28:54.839
being a creative is do what you love and the

394
00:28:54.880 --> 00:28:58.960
money will follow. It will not. It will not. I learned,

395
00:28:59.180 --> 00:29:01.900
I even learned as a creative, I'm a very creative person.

396
00:29:01.940 --> 00:29:03.779
I think that's why I love artists so much. And

397
00:29:03.799 --> 00:29:06.859
I relate so much to the creative community. And I

398
00:29:06.920 --> 00:29:10.220
am very flattered that many artists who've worked with me

399
00:29:10.299 --> 00:29:13.569
have said, oh, you feel like one of us. You

400
00:29:13.589 --> 00:29:16.829
feel like an artist. And aside from the S word

401
00:29:16.869 --> 00:29:22.250
and attaching sales to your art, which doesn't feel great,

402
00:29:22.730 --> 00:29:26.779
business acumen is a huge part of the puzzle that

403
00:29:26.880 --> 00:29:29.200
so many artists don't have. I mean, I get hired

404
00:29:29.259 --> 00:29:33.359
because so many musicians can't figure out how to use MailChimp, right?

405
00:29:33.400 --> 00:29:36.549
So they hire me because they'd rather... stab a pencil

406
00:29:36.589 --> 00:29:38.789
in their eye, than like go and set up a

407
00:29:38.809 --> 00:29:41.160
sales funnel or set up a website or do any

408
00:29:41.180 --> 00:29:47.210
of those technical things. So, you know, this concept of

409
00:29:47.769 --> 00:29:51.049
your music career just coming to you because you're really

410
00:29:51.089 --> 00:29:55.289
good is sadly not going to happen. And I like

411
00:29:55.390 --> 00:29:57.609
to shift this do what you love and the money

412
00:29:57.670 --> 00:30:01.490
will follow to follow the money while doing what you love.

413
00:30:01.990 --> 00:30:08.200
So figuring out whatever your formula is that works for you,

414
00:30:08.299 --> 00:30:11.220
if it's your teaching lessons or you have an online

415
00:30:11.299 --> 00:30:16.950
course or you work a soundboard at a local club

416
00:30:16.970 --> 00:30:21.369
or you work as a barista in a coffee shop

417
00:30:21.410 --> 00:30:22.650
that has live music. I don't know. There was a

418
00:30:22.710 --> 00:30:27.029
million ways to do sort of music adjacent jobs.

419
00:30:27.549 --> 00:30:27.809
Yeah.

420
00:30:28.630 --> 00:30:31.480
And it's a hustle. It's a consistent hustle and a

421
00:30:31.519 --> 00:30:34.500
consistent grind. And I think one of the things that

422
00:30:34.579 --> 00:30:37.099
has come to light that I love in the last

423
00:30:37.099 --> 00:30:42.279
10 years is even musicians who you think, oh, they

424
00:30:42.319 --> 00:30:45.619
have it all. They're successful in their touring. You find

425
00:30:45.799 --> 00:30:48.130
out they have a day job when they come off

426
00:30:48.170 --> 00:30:52.299
the road or they're just breaking even, or they're not

427
00:30:52.420 --> 00:30:57.220
making any substantial money, which can be like, it's hard

428
00:30:57.299 --> 00:31:01.519
news to get, right? We want to believe that every

429
00:31:01.680 --> 00:31:07.140
artist that we see is doing okay, but unfortunately they're not.

430
00:31:07.299 --> 00:31:12.619
So yes, it is about figuring out if making music

431
00:31:12.640 --> 00:31:15.490
full-time is like the way that you want to live

432
00:31:15.529 --> 00:31:18.599
and you're not okay with, I'm an accountant, but then

433
00:31:18.640 --> 00:31:22.400
I also am a DJ or whatever. You have to

434
00:31:22.460 --> 00:31:26.279
figure out where the money is and how you can

435
00:31:26.839 --> 00:31:29.640
put a plan together that you can get some of

436
00:31:29.710 --> 00:31:33.349
that money. And it's definitely not going to be on 0.003

437
00:31:33.349 --> 00:31:35.750
cents per stream on Spotify. Like that's not where the

438
00:31:35.789 --> 00:31:36.609
money is coming from.

439
00:31:37.089 --> 00:31:38.690
True, true. I believe that.

440
00:31:39.329 --> 00:31:41.299
You know, something I've been.

441
00:31:43.180 --> 00:31:45.400
as I mentioned earlier, I feel like we're always evolving.

442
00:31:45.420 --> 00:31:48.420
We're always learning. We're always growing. And I've really been

443
00:31:48.460 --> 00:31:54.049
contemplating and in a positive way, like the value, what we're,

444
00:31:54.470 --> 00:31:58.829
as we constantly learn and the value we gain to

445
00:31:59.609 --> 00:32:02.349
better ourselves at what we do, whether it be music

446
00:32:02.490 --> 00:32:07.589
or self-improvement or both or, and both out in the

447
00:32:07.650 --> 00:32:11.950
job workforce, you know, you're, we're constantly learning something and,

448
00:32:12.509 --> 00:32:16.069
you know, Money, we think, oh, well, you know, I'm

449
00:32:16.089 --> 00:32:17.869
going to make more money because I'm doing this or

450
00:32:17.890 --> 00:32:18.509
I'm doing that.

451
00:32:19.009 --> 00:32:22.069
And I've had conversations recently.

452
00:32:21.650 --> 00:32:27.990
Where the value you put out sometimes is not the exchange.

453
00:32:28.759 --> 00:32:32.039
Like the money is not the exchange you get back exactly.

454
00:32:33.400 --> 00:32:37.420
And because also I realize this too, the money is

455
00:32:37.480 --> 00:32:40.579
on the outside. The true value that we show up

456
00:32:40.700 --> 00:32:45.250
with comes from the inside. And so being human and

457
00:32:45.289 --> 00:32:47.839
the more I think, and I don't want to take

458
00:32:47.880 --> 00:32:50.470
too much time away from you, but I feel like

459
00:32:50.579 --> 00:32:55.980
the more we can like learn and be and do,

460
00:32:56.299 --> 00:32:59.140
and the more we can give from our heart as

461
00:32:59.500 --> 00:33:03.299
an artist, like that's where the value is. And I

462
00:33:03.339 --> 00:33:07.099
don't think that that green, that paper that's printed with

463
00:33:07.140 --> 00:33:12.460
green ink can always match what we give. And it's

464
00:33:12.579 --> 00:33:16.339
sad because I think we were raised on that. Oh,

465
00:33:16.400 --> 00:33:19.740
work hard and you'll, you'll earn more money, but I

466
00:33:19.779 --> 00:33:24.089
don't know. I'm not, I'm not finding that, that equal meeting.

467
00:33:24.250 --> 00:33:26.250
What is your feedback on that?

468
00:33:26.670 --> 00:33:29.750
Yeah. I love that. I love that way that you

469
00:33:30.369 --> 00:33:33.069
just framed it because I think that's also very, very

470
00:33:33.170 --> 00:33:38.160
important where it's always interesting to me when businessmen call

471
00:33:38.200 --> 00:33:42.410
me operative word men, older guys that I, and I

472
00:33:42.470 --> 00:33:44.769
love my clients that no disrespect at all, but like there,

473
00:33:44.849 --> 00:33:47.549
I do get a lot of people that call and

474
00:33:47.609 --> 00:33:50.829
they've figured out how to be really successful, like running

475
00:33:50.849 --> 00:33:52.880
a business or as a doctor or a lawyer or

476
00:33:52.920 --> 00:33:55.000
a dentist, or are they at a construction company? And

477
00:33:55.019 --> 00:33:57.420
their dream was always to be actually holding a guitar

478
00:33:57.440 --> 00:34:01.279
or touring. And so now they have enough money. The

479
00:34:01.299 --> 00:34:03.920
kids are out of the house. They're ready. They're finally

480
00:34:04.240 --> 00:34:10.500
allowed to do it. And yeah, they're constantly talking about ROI. Well,

481
00:34:10.519 --> 00:34:14.179
what's my, you know, if you invest $ 50, 000 working with

482
00:34:14.260 --> 00:34:17.639
a super producer, that's worked with Grammy award winning people

483
00:34:17.699 --> 00:34:20.369
and you've flown to London to mix your record, you're

484
00:34:20.449 --> 00:34:24.110
likely not going to make all of your money back.

485
00:34:24.750 --> 00:34:24.929
Right.

486
00:34:25.650 --> 00:34:29.070
Um, that way, right? Like selling, I don't know, like

487
00:34:29.250 --> 00:34:32.030
no one buys CDs anymore. There's that reality too of

488
00:34:32.090 --> 00:34:36.210
like the industry as we knew it, selling shiny little

489
00:34:36.250 --> 00:34:38.090
discs for $ 25 a throw.

490
00:34:38.630 --> 00:34:39.550
Not when it was.

491
00:34:39.849 --> 00:34:42.889
Not at all. There's a whole middle class of musicians

492
00:34:42.969 --> 00:34:45.719
that unfortunately have had to learn this lesson the hard way.

493
00:34:46.219 --> 00:34:50.840
But so instead of an ROI, I like to say ROC,

494
00:34:51.280 --> 00:34:54.000
return on conversation, which is a little bit what you're

495
00:34:54.039 --> 00:34:57.789
talking about. Like what is in your soul? And moving

496
00:34:57.849 --> 00:35:01.070
by magic is something that my coach, Julie Flanders, always

497
00:35:01.130 --> 00:35:03.190
talks about. She talks about this with a lot of

498
00:35:03.269 --> 00:35:05.989
artists who she's coached over the years. And it's really

499
00:35:06.070 --> 00:35:10.630
understanding that magic shows up if you allow for it

500
00:35:10.690 --> 00:35:11.369
and let it.

501
00:35:11.389 --> 00:35:11.769
Yes.

502
00:35:12.289 --> 00:35:15.110
But if your whole vision is like ROI and this

503
00:35:15.190 --> 00:35:17.050
costs this and I want this on the other side

504
00:35:17.070 --> 00:35:19.159
and you're doing some sort of quid pro quo thing,

505
00:35:19.199 --> 00:35:20.199
you're missing the point.

506
00:35:20.880 --> 00:35:22.679
And in some ways, I don't know.

507
00:35:23.730 --> 00:35:26.250
no disrespect to anybody or I don't know what people

508
00:35:26.309 --> 00:35:29.010
believe in, but in my head, in my world, I

509
00:35:29.050 --> 00:35:32.230
believe like spiritually we're blocking the door.

510
00:35:32.250 --> 00:35:32.829
Yeah.

511
00:35:33.309 --> 00:35:35.920
And money is energy. Money is energy. And I think

512
00:35:35.960 --> 00:35:38.760
we forget about that too. And we're so, when you

513
00:35:38.780 --> 00:35:41.579
get too attached to like a way it's supposed to

514
00:35:42.179 --> 00:35:42.739
show up.

515
00:35:43.199 --> 00:35:43.480
Yeah.

516
00:35:43.840 --> 00:35:46.710
So, I mean, this is all a bit, for those

517
00:35:46.750 --> 00:35:48.690
of you that are not so woo-woo, but you're listening

518
00:35:48.710 --> 00:35:51.369
to Lisa, so you might have already known that that's

519
00:35:51.449 --> 00:35:55.199
where this would go. But I think it's important to

520
00:35:55.840 --> 00:35:59.380
understand that, yes, it's a wild, wild west right now.

521
00:35:59.480 --> 00:36:02.239
There's no rules. There's no formula. If there was an

522
00:36:02.300 --> 00:36:04.940
actual formula that worked, everyone would be doing it. And

523
00:36:04.980 --> 00:36:07.500
that's not what's happening, right? It's not what's happening at

524
00:36:07.739 --> 00:36:11.090
any level in the business. Every artist has a unique

525
00:36:11.710 --> 00:36:15.050
story of how they're creating their own success on their

526
00:36:15.090 --> 00:36:21.360
own terms. And these are all really valuable lessons. And

527
00:36:21.550 --> 00:36:25.340
also the medium that we're supposed to be putting all

528
00:36:25.360 --> 00:36:29.039
of the music out, social media, Spotify, these aren't mediums

529
00:36:29.079 --> 00:36:32.019
that make us feel good about ourselves.

530
00:36:32.320 --> 00:36:33.719
It's a lot of work. Yeah.

531
00:36:34.340 --> 00:36:36.880
It's a lot of work. And it's also, I mean,

532
00:36:37.039 --> 00:36:40.039
it's proven now social media is making us more lonely.

533
00:36:40.059 --> 00:36:44.789
Facebook just lost an enormous court case where it's proven

534
00:36:44.849 --> 00:36:47.440
that it's done. Well, they, They settled out of court

535
00:36:47.480 --> 00:36:50.920
for billions of dollars because they know they're harming young people.

536
00:36:51.500 --> 00:36:55.260
We know that for young women, particularly, it's not good.

537
00:36:55.280 --> 00:36:58.769
So being pushed to go and market all your music

538
00:36:58.829 --> 00:37:01.170
on these platforms that make us feel sad and lonely,

539
00:37:01.670 --> 00:37:03.630
maybe you want to have a rethink about that. And

540
00:37:03.690 --> 00:37:07.929
maybe you want to do something that's different. And that

541
00:37:08.030 --> 00:37:12.119
is where I think this beautiful idea that you just

542
00:37:12.179 --> 00:37:17.949
introduced about inner worth or figuring out another way is

543
00:37:17.989 --> 00:37:23.679
the actual answer to bond marketing and to feeling fulfilled

544
00:37:23.920 --> 00:37:27.179
as a musician. And no disrespect, if you want to

545
00:37:27.219 --> 00:37:30.760
spend $ 10, 000 on a Spotify company and go rack up

546
00:37:30.780 --> 00:37:32.619
millions of plays and that makes you feel great at

547
00:37:32.639 --> 00:37:36.590
the end of the day, please have at it. But

548
00:37:36.730 --> 00:37:40.110
I have noticed that for most of us, not me,

549
00:37:40.289 --> 00:37:45.579
but you, creating music, it's about connecting that music to others.

550
00:37:45.639 --> 00:37:47.699
That is the, there's the value and the reward.

551
00:37:48.199 --> 00:37:49.400
So true. So true.

552
00:37:49.500 --> 00:37:51.059
And music is very healing.

553
00:37:51.139 --> 00:37:54.679
You know, it, I tell my students, you know, no

554
00:37:54.699 --> 00:37:58.349
matter what, what day it is, no matter how you're feeling,

555
00:37:58.389 --> 00:38:02.170
you can always find a song or a melody that can,

556
00:38:03.030 --> 00:38:06.150
that will align with how you're feeling. And I tell

557
00:38:06.170 --> 00:38:08.639
my students, because when I, not to get too much

558
00:38:08.679 --> 00:38:10.599
into it, but when I give a lesson and I

559
00:38:10.639 --> 00:38:13.340
teach the piano, there's three different octaves.

560
00:38:13.400 --> 00:38:15.570
You have the low, the middle and the high.

561
00:38:16.010 --> 00:38:20.170
And we go through each, each octave or each section

562
00:38:20.210 --> 00:38:22.429
of the piano. And I'm like, okay, how are you

563
00:38:22.489 --> 00:38:25.670
feeling today? And they'll tell me, and then I'll be like,

564
00:38:25.889 --> 00:38:27.449
you know, if you can relate it to a sound,

565
00:38:27.489 --> 00:38:30.230
what would it be? And then I'll say tomorrow you

566
00:38:30.269 --> 00:38:33.900
might feel different and that's okay. You know, because we're

567
00:38:33.920 --> 00:38:39.099
human and it's so true that, and, I don't know

568
00:38:39.460 --> 00:38:44.469
what it will be like, but I think we're coming

569
00:38:44.610 --> 00:38:47.349
out of this space, again, going back to the money

570
00:38:47.489 --> 00:38:49.489
and the value of how we show up and the

571
00:38:49.550 --> 00:38:55.929
music that we play. I'm repeating myself. We have these

572
00:38:55.969 --> 00:38:59.059
great expectations that we're going to be met back with

573
00:38:59.099 --> 00:39:01.980
that money, but it's not about that. It's about how

574
00:39:02.019 --> 00:39:05.139
we can influence the people around us, how we can

575
00:39:05.260 --> 00:39:09.679
help them. you know, how we can maybe connect with

576
00:39:09.699 --> 00:39:12.820
them and understand where they're at by just playing a

577
00:39:13.500 --> 00:39:14.280
song for them.

578
00:39:14.539 --> 00:39:18.219
And yeah, it's just, it's magic.

579
00:39:18.360 --> 00:39:23.909
I believe it's musicians are magicians and they're magical. Yeah.

580
00:39:24.070 --> 00:39:26.710
I mean, well, let me get back to you and

581
00:39:26.889 --> 00:39:32.239
ask you for our audience, where... new musicians that are

582
00:39:32.360 --> 00:39:36.480
just getting into this business and that are maybe hobbyists,

583
00:39:37.079 --> 00:39:40.800
what would you recommend for them since they're just kind

584
00:39:40.840 --> 00:39:43.280
of getting into this new world?

585
00:39:44.239 --> 00:39:48.269
Just because they say, whoever they are, that you have

586
00:39:48.329 --> 00:39:50.889
to do it a certain way does not mean that

587
00:39:50.929 --> 00:39:54.130
it's necessarily true, right? You could read any a million

588
00:39:54.170 --> 00:39:57.289
music industry, make it in the music business blogs, and

589
00:39:57.309 --> 00:39:59.949
they would all tell you that you have to post,

590
00:40:00.210 --> 00:40:02.869
you know, 300 times a month on TikTok in order

591
00:40:02.909 --> 00:40:06.670
to be anything or you're nothing. I don't know that

592
00:40:06.690 --> 00:40:10.650
you need to buy into that. And I think also,

593
00:40:11.289 --> 00:40:15.070
if you do want to get in and try to

594
00:40:15.170 --> 00:40:18.389
play the game, you have to realize that it's a

595
00:40:18.429 --> 00:40:21.469
lot of work. Yes. It's a lot of work. No

596
00:40:21.489 --> 00:40:23.590
matter what lane you choose, no matter where you want

597
00:40:23.630 --> 00:40:26.550
it to show up, it's going to take more work

598
00:40:26.610 --> 00:40:31.500
than you ever thought possible. And so understand that. I

599
00:40:32.219 --> 00:40:34.559
love to cook. I love to cook. I cook. I

600
00:40:34.599 --> 00:40:37.960
cook well. People come over. They enjoy my food. I've

601
00:40:37.980 --> 00:40:41.199
had a few marriage propositions because of my blueberry pie recipe.

602
00:40:43.289 --> 00:40:45.050
Just because I love to cook does not mean that

603
00:40:45.090 --> 00:40:47.920
I should start a restaurant. And I often ask a

604
00:40:47.949 --> 00:40:51.739
lot of artists like, okay, like you've made this music.

605
00:40:52.079 --> 00:40:54.579
Do you need millions of people to listen to it

606
00:40:54.639 --> 00:40:56.880
and hear it? Like think about like what would make

607
00:40:56.920 --> 00:41:00.340
you happy? And maybe it's not like, maybe it's just

608
00:41:00.420 --> 00:41:03.219
okay to play music for your family and your best

609
00:41:03.280 --> 00:41:06.860
friends and do something intimate and quiet. And it doesn't

610
00:41:06.900 --> 00:41:10.800
have to be about a grand scale thing. Like my cooking,

611
00:41:10.840 --> 00:41:12.820
my cooking is like something I like to do when,

612
00:41:13.719 --> 00:41:15.289
when I have some time to myself and I want

613
00:41:15.309 --> 00:41:18.289
to feed my family. Great. it doesn't necessarily mean that

614
00:41:18.309 --> 00:41:22.050
I need to start a blog about cooking and cook

615
00:41:22.289 --> 00:41:24.469
on TikTok 500 times a week. Like I don't have

616
00:41:24.489 --> 00:41:27.539
to do that. I could just enjoy it. So I

617
00:41:27.579 --> 00:41:31.559
think there's also that is like understanding what it takes

618
00:41:32.239 --> 00:41:34.760
and how hard it is, even when you do everything right.

619
00:41:35.199 --> 00:41:38.079
You know, there's only one Bruno.

620
00:41:37.219 --> 00:41:37.800
Mars, right?

621
00:41:37.820 --> 00:41:40.880
There's only one, the Dave Matthews fan. There's only one,

622
00:41:40.900 --> 00:41:44.119
you know, there's one of one in so many categories, right?

623
00:41:44.579 --> 00:41:44.840
Sure.

624
00:41:45.659 --> 00:41:48.750
And so, yeah. I think, I think really, if you

625
00:41:48.889 --> 00:41:51.929
are a new artist, go easy on yourself. That's my

626
00:41:52.010 --> 00:41:54.969
other piece of advice is like, just do as much

627
00:41:55.030 --> 00:41:58.829
as you can do and be okay with that. Don't knock,

628
00:41:58.909 --> 00:42:00.230
don't drive yourself bananas.

629
00:42:01.369 --> 00:42:03.550
I love that. I love that. And it's so true.

630
00:42:03.590 --> 00:42:06.369
You know, we, we growing up, I think in the,

631
00:42:06.530 --> 00:42:09.170
in the eighties, you know, that was like the, I

632
00:42:09.210 --> 00:42:11.639
don't know, my opinion, seventies, eighties, those were like the

633
00:42:11.719 --> 00:42:14.469
best years for music. And we grew up with these

634
00:42:14.690 --> 00:42:19.489
icons and thinking, yes, that they earn all this great

635
00:42:19.570 --> 00:42:24.460
money and all this great attention. And we look at

636
00:42:24.500 --> 00:42:28.239
them as stars and we forget that they're people too

637
00:42:28.739 --> 00:42:33.239
and that they've worked hard. And I think for, sorry,

638
00:42:33.639 --> 00:42:38.130
I have a couple of cats. I think for the

639
00:42:38.170 --> 00:42:41.409
listeners out there that are just getting into this, you mentioned,

640
00:42:41.590 --> 00:42:43.090
and I believe it, it's work.

641
00:42:43.800 --> 00:42:45.699
And it's I'm not.

642
00:42:45.599 --> 00:42:50.460
Going to say sacrifice, but it's even the most successful people.

643
00:42:50.619 --> 00:42:53.579
I mean, they put the work in for what they want.

644
00:42:53.980 --> 00:42:54.179
Yep.

645
00:42:54.800 --> 00:42:58.599
And it's you don't always get back what you think

646
00:42:58.699 --> 00:43:01.179
you deserve, but you get back what you need.

647
00:43:01.570 --> 00:43:02.409
Yeah, that's true.

648
00:43:02.889 --> 00:43:07.070
And sometimes maybe, you know, we we have higher. My mom,

649
00:43:07.210 --> 00:43:10.369
my mom says to me, you know, your expectations are

650
00:43:10.409 --> 00:43:10.809
too high.

651
00:43:11.250 --> 00:43:11.650
Yeah.

652
00:43:12.289 --> 00:43:13.349
So so I.

653
00:43:13.269 --> 00:43:15.630
Sit with that and I am bringing it up right now.

654
00:43:16.070 --> 00:43:18.119
And I think about that sometimes. I'm like, all right, well,

655
00:43:18.139 --> 00:43:19.820
maybe I need to lower the bar.

656
00:43:20.000 --> 00:43:22.199
Because the expectations are my perception.

657
00:43:22.719 --> 00:43:27.050
And so but listen, we have a couple of minutes

658
00:43:27.219 --> 00:43:32.289
left and you've shared so much with us today. Please

659
00:43:32.329 --> 00:43:36.289
share again with our audience that's listening how to connect

660
00:43:36.329 --> 00:43:37.989
with you, how to find your books.

661
00:43:39.489 --> 00:43:41.469
My books are on Amazon. You can look up Arielle

662
00:43:41.610 --> 00:43:45.340
Hyatt on Amazon. If you want a one-click experience, otherwise

663
00:43:45.380 --> 00:43:49.679
you can find me at cyberprmusic.com all over the place

664
00:43:50.079 --> 00:43:54.610
on LinkedIn, on Instagram, just look up Arielle Hyatt, cyber PR.

665
00:43:55.070 --> 00:43:57.250
And Ariel, you have a podcast as well.

666
00:43:57.269 --> 00:43:58.690
Is that, is that true?

667
00:43:59.070 --> 00:44:03.369
I do. That is true. I am a sporadic podcaster.

668
00:44:03.389 --> 00:44:04.010
Okay.

669
00:44:05.280 --> 00:44:07.659
Uh, we're right in the middle of season three, which

670
00:44:07.789 --> 00:44:12.949
is bringing the from buzz to bond book to life. So, um,

671
00:44:13.289 --> 00:44:16.889
I just posted season, uh, episode eight in the season,

672
00:44:17.389 --> 00:44:21.710
and I am taking listeners through the bond marketing funnel,

673
00:44:21.949 --> 00:44:26.469
which starts with identifying your brand voice and ends with

674
00:44:26.909 --> 00:44:29.949
a bonded fan base. We're right now working our way

675
00:44:30.199 --> 00:44:30.960
down the pipe.

676
00:44:32.239 --> 00:44:33.360
I love that. I love that.

677
00:44:33.690 --> 00:44:37.349
You are such an inspiration and I'm so grateful.

678
00:44:37.369 --> 00:44:40.809
I mean, the words does not go, I can't even

679
00:44:40.849 --> 00:44:44.010
express it enough because it's just a word, but it

680
00:44:44.090 --> 00:44:45.989
has so much meaning to me that you made the

681
00:44:46.030 --> 00:44:48.849
time to be on the show today. And for everyone

682
00:44:48.869 --> 00:44:53.110
that's watching and listening, reach out, connect with Ariel. She,

683
00:44:53.719 --> 00:44:57.860
she walks her talk and she, I mean, I only

684
00:44:57.900 --> 00:45:01.219
know you so well, but I sense your true value

685
00:45:01.400 --> 00:45:03.340
and what you, and your passion.

686
00:45:03.559 --> 00:45:04.179
And I love that.

687
00:45:04.409 --> 00:45:06.130
And thank you so much for being on here and

688
00:45:06.170 --> 00:45:07.869
we will definitely keep in touch.

689
00:45:08.150 --> 00:45:11.190
Pleasure is mine. And thanks for you and I met

690
00:45:11.230 --> 00:45:14.219
because I think you joined my email list years ago. Yes.

691
00:45:14.829 --> 00:45:19.159
So it's, it's a pleasure to put, well, I've watched your, your,

692
00:45:19.380 --> 00:45:22.239
your broadcast, but it's a pleasure to be a guest

693
00:45:22.320 --> 00:45:24.079
and thank you so much for doing what you do

694
00:45:24.179 --> 00:45:29.340
and inspiring your students and artists everywhere to, to think differently.

695
00:45:29.849 --> 00:45:30.110
Yes.

696
00:45:30.489 --> 00:45:30.730
Yes.

697
00:45:30.869 --> 00:45:31.550
Thank you so much.

698
00:45:31.590 --> 00:45:32.690
And we will be in touch.

699
00:45:33.510 --> 00:45:33.809
All right.

700
00:45:33.869 --> 00:45:36.780
Have a great day. And to my audiences out there,

701
00:45:36.820 --> 00:45:40.280
thank you for tuning in today. Help me keep music alive.

702
00:45:41.500 --> 00:45:44.760
Tune in next Monday at 4 p.m. Eastern, 1 p.m.

703
00:45:44.980 --> 00:45:47.480
Pacific time to find out who my.

704
00:45:47.360 --> 00:45:50.559
Guest will be. I never share who it is until

705
00:45:50.599 --> 00:45:59.929
the day of. I always have wonderful guests, so little

706
00:46:00.110 --> 00:46:04.099
end of show piano playing for you.

707
00:46:04.119 --> 00:46:31.210
Piano plays piano plays Music Music