The Entrepreneur’s Guide to Marketing: Why Teyana Taylor Missed the Mark - TWICE!

I’ve tried to stay quiet concerning all of the “body goals” posts Teyana Taylor inspired this past week. For those of you who do not know, there was a live music awards show hosted by MTV. And no matter how hard I try to enjoy a night of relaxation watching TV, my business hat just won’t stay off. Teyana had the opportunity to slam dunk in the sales arena twice this year and didn’t! Here’s five lessons any entrepreneur can learn from this mistake. 

5 Lessons Teyana should have learned twice in 2016:

1. Seize the opportunity

I do understand that the video debut was Kanye’s, but Teyana starring in the video made her a partner in the endeavor. She was trending on Twitter because of the video! He may not have given her all of the details for the release, but her team should have had a plan ready to strike the moment the video released. By the way, who is her PR & Marketing squad? Fire them: twice! There should be a TeyanaTaylor.com website up with a shop to purchase all the latest and greatest from her brand. Now, the Hip Hop Honors event was another opportunity she had more control to seize the opportunity to close the deal after such a stellar performance. Moral of the story: always have at lease one product ready to launch in the queue.

2. Execute great marketing

Marketing is key: If you have not read Beyoncé’s Marketing Syllabus for Entrepreneurs please do! You do not have to be the best at what you do, but if you can monetize the gift/talent/skill then you are five steps ahead of the best. I don’t care if you are an artist, an entrepreneur, an author, stylist, consultant or whatever if you cannot monetize your talent you’re five steps behind. It is your job to be the best salesperson in your field. The best ideas must be sold. Let me share a secret with you: people buy you before they buy your product. Teyana: the people are sold on you, but you have nothing to sale! She did confirm she has Halloween costumes “the wet wig & coconut oil (Black girl hair staple) included” coming soon...but not soon enough!

3. Timing is everything

The MTV Awards had 6.5 million viewers who were laser-focused on the who’s who in the entertainment industry. (According to the the NY Times) there were 45.8 million Facebook streams and 62.8 million viewer streams last Sunday. Teyana boasting 3.3 million Instagram followers and 1.1 million Twitter followers of her own had access to oh just about 59 million extra viewers Sunday night and Monday morning. Have we not learned anything from Beyoncé? She performed at Super Bowl 50 and immediately following opened Formation World Tour ticket sales: Marketing gold! Teyana since you’ve missed your window, might I suggest you drop the workout DVD 4th quarter as everyone is preparing to make New Year’s resolutions? Even with this frame of thinking, there is no guarantee that she will have access to 62.8 million potential buyers. Timing is everything. Timing. Is. Everything.

4. No matter what your profession is, you sell whatever it is you do

Teyana’s last album VII was released November 4, 2014. It’s been two years; meanwhile Planet Fitness Membership Sales went up 80% after the video debut with no endorsement deal. She is a signed artist on Def Jam and the Twitter streets are saying the label is holding up releasing her next project...but they did increase her budget, thus she is back in the studio recording. It doesn’t matter when she has nothing to sell right now! Teyana can sell ab workout DVDs, butt work out DVDs, post-baby body work out DVDs, and dance workout DVDs without her music because those four benchmarks are various factors of who she is. The record label may be holding her music, but her branding team is holding her up!

5. Teamwork makes the dream work

With the right team in place here are four streams of revenue/products Teyana could have released twice this year with the perfect timing:

• New music (Hey Def Jam, y’all are playing with your money)
  • EP (Digital Release)
  • LP (Digital Release)
  • Single (Digital Release)
• 2017 Calendar Pre-orders (Serving all types of slayage we witnessed in the Fade video)
• Workout DVD (she says it’s coming soon, but soon is not now and she could have used the workout cover to start pre-orders)
• Athletic wear

Let’s not forget how she bodied her VH1 performance honoring Hip Hop rapper and icon Lil Kim during the Hip Hop Honors. These same principles would have applied for that opportunity as well. Def Jam KNEW Kanye recorded her in his music video; they should have had something brewing. Even if she couldn’t drop an album, she could have dropped a single at 12 am the night after the awards show aired! There should be a team to assist with marketing, branding, promotions, operations, and execution. Lil Kim gave Teyana an amazing opportunity and she did well. Kanye set her up nicely and millions of people are talking. The common denominator: she did not capitalize on the hype from either event. Who is this team? They’ve got to go!

The ‘Famous’ Effect

In Kanye’s infamous words, he “made her famous,” because after two days of the video premiere, Teyana did land two TV gigs in the Viacom family on VH1. Because my snoop detective skills are superb, I’ve noticed Teyana posted a picture on Instagram where her entire body is painted in all gold using the hashtag #Champions. If you know anything about music, it is Kanye West’s first single off his forthcoming LP Cruel Winter. Take these lessons and apply it for that launch Teyana. This advice is free, next time I’ll be invoicing you!

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 The CEO and published author, Ask TPJ, is a millennial M.B.A. graduate in love with helping others fulfill purpose by working in the areas of writing, personal development, business leadership, and project management. Tricia J. specializes in non-profit organizations, project management, business administration, organizational strategy, and small business start-ups. She’s also a mom to a starting lineup of 5 little A’s. Check out her business blog: The Entrepreneur’s Guide to: for the latest merger of pop culture and business tips.

Lessons From Prince: Own Your Art

I don’t know about you, but Uncle Prince was an integral part of my childhood. My aunt was convinced they’d be married some time in the 80’s. Time and time again we sang many of his infamous, yet inappropriate lyrics. Upon hearing the news of his untimely death I began to reflect on what I knew about him. He was a music mogul, producer, actor, an advocate, visionary, film director, trailblazer, and philanthropist as well as creative mastermind. I’m sure you’re wondering what this has to do with business and entrepreneurship: stick with the kid and you’ll see where I’m going with this in just a bit.

I personally consider musicians to be entrepreneurs. Many have turned creative ideas into some of the most popular and memorable songs in each generation. Unfortunately, the creative minds do not have the discipline to do the “hard things” like learn the business to protect their creative intellectual properties. Queue the entrance of 360 deals in the modern music world. These deals are where a music company will front the artist finances to be used for promotions, marketing, touring, studio fees, video recordings, etc. in exchange for these services and any financial advances the artist receives the artist yields a hefty percentage of all artist streams of income including, but not limited to: music sales/downloads, live performances, YouTube views, publishing, merchandising, and more depending on the contract specifics...Uncle Prince would not approve.

I’m reminded of when he changed his name from Prince to The Artist Formally Known As Prince. As a 3^rd grader (don’t judge me) I didn’t understand the significance of this name change for him as an artist, entrepreneur, and fellow rebel. Today, I understand he was laying a blueprint for future artists/entrepreneurs to follow. He changed his name so that his record label, Warner Brothers would no longer own his business (stage) name along with his music.

He was such an advocate for owning your art, that he re-recorded his old Warner Brother’s albums to create a catalogue only he would own. Warner Brother’s would not let him obtain ownership of the master recordings and publishing of his previous work. 17 albums were redone just so he could own his art. In doing this, he would cut out the middle man, selling directly to his fan base and ultimately earn more money for what was his intellectual property to begin with.

To further substantiate the fact that Uncle Prince was about that life when it came to owning his are, in 2015, he took his music off of all streaming channels including YouTube, Pandora, Apple Music, and Spotify. He did later allow Tidal to stream. I am convinced owner Jay Z said some moving things in that meeting. (Side note: The primary reason Jay Z acquired Tidal was to ensure artists could own their art. That had to resonate with Prince.) Spotify pays an artist between $0.006 and $0.0084 per song stream to the artist. Many artists are not making minimum wage in the amount of plays based on current plays per song based on chart fees below:

Streaming Service	Per Play
	Signed Artist	Unsigned Artist
Spotify	$0.006	$0.0084
iTunes	$0.23	$0.69
Google Play	$0.0073	$0.0179
Tidal	$0.007	$0.0043
Beats	$0.003	$0.018
Rhapsody	$0.0019	$0.0121
Deezer	$0.001	$0.0013
YouTube	$0.0003	$0.0018

Reference: Knowledge Is Beautiful by David McCandless

The moral of the story is: Own your art! Uncle Prince paved the way for other entrepreneurial kings like Master P, Jay Z, and Damon Dash. These men learned the importance of having a boss mentality. These men sign the front of their checks...pretty bossy.

How can you apply this to your art?

1.  Own Your Art

It’s your intellectual property: make sure you own it. Don’t let the things that come from your mind be the thing that someone else makes a profit from. The music industry especially profits from creative artists ignorance concerning the importance of owning your art.

2.    Learn The Business Side of Your Industry

If you’re going to play the game, it’s probably best that you learn the rules. Being a creative mastermind is one thing. Cashing in on that creativity is another. Unfortunately, many artist/celebrities only earn around $30,000 to $40,000 annually with bogus contracts like 360 deals. (Thanks for the information Master P.) What you don’t want to be is a disgruntled artist angry like TLC because they’ve sold millions of albums; the world knows your name, yet they drive off from an awards show in a Toyota. You can’t afford not to learn the game if you want to avoid being tomorrow’s barista at Starbucks.

3.    Know Your Worth & Add Tax

Know exactly what it is you bring to the table. Don’t be afraid to pass up a business deal that is not a good fit for you. Don’t be so desperate for fame/money that you cheat yourself in the end. All entrepreneurs must learn the art of negotiation. Remember, Uncle Prince wrote, “slave” on his face at a major awards show? “If you don’t own your masters (intellectual property), your master owns you!” – Prince Rodger Nelson.

4.    Consult The Experts

I specifically remember Rev Run coaching his son Jo Jo on the best record contract to sign. It was better to sign and independent deal and sell fewer records, but make more money than to sign a major deal with less ownership, but more album sales. The same principle remains true in any business deal. When Master P was up and coming he consulted Michael Jackson’s lawyer for sound business advice. Beyonce even received game changing advice from Uncle Prince. They’ve paid for the knowledge through experience and education; don’t be afraid to ask (and pay for) good advice.

5.    The Independent Route Is Harder, But More Gratifying

Independence causes you to be more involved through the entire process. Freedom isn’t necessarily free. There’s a price we entrepreneurs pay for that coveted freedom. Jay Z is working double time to cultivate an environment for artists to receive the most for their intellectual properties they’ve created! Being independent allows you to be in control of your art. In our generation, we have business savvy artists like Beyonce and Romeo Miller that stand for creative freedom and demand to be compensated fairly for their contribution to the industry they work in. Pure artistry is a labor of love, but don’t get it twisted, it can still be very lucrative if you are willing to do the work the right way. 

Thank you Uncle Prince. If no one else was listening, I was. Your fight was not in vain.