How Much Effort Was Spent on the Song Itself vs the Marketing?

Auret just released a new single named “Masterpiece” on Spotify. Song marketing is a necessary step for artists who want their music discovered.

How Much Effort Was Spent on the Song Itself vs the Marketing?

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How Much Effort Was Spent on the Song Itself vs the Marketing?

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You may want to read the second part of this interview with Jewel and Auret: Streaming and Instagram Growth with Auret Music!

And the second part:

Jerry: Well, I’ve taken away from what you shared, and maybe you can answer this more directly:

How much effort did you spend on the song itself versus the marketing of it?

Auret: The marketing was a lot more effort.

Jewel: How long did it take you to write the song once you decided you wanted to write it?

Auret: It’s not like writing, it just kind of flows out at me. Some songs are where I’ll just write, write, and write, but some songs take more time to compose and structure.

It’s not meditation, but it’s something that kind of comes to you and you’re spending more time just in your zone writing, which for me is less conscious effort if that makes sense rather than marketing.

It’s harder, I have to put a lot more effort and it’s more challenging. It’s something entirely new that I’ve never done before with these ads and putting myself out there constantly, it takes a lot more courage.

I think that’s why the marketing part is taking more effort out of me because it takes a lot more courage to constantly put yourself out there in many different ways.

Jewel: Once she had the lyrics, she said, “Okay. I want to record this song.” That song took about 2 days to separate recording sessions. Each session was probably 4 hours or something for the 2 days.

In total it was between 5 to 8 hours of actual time in the studio booth recording, working around with the beat, working with the producer.

So, in terms of that physical time that she spent, it wasn’t very long to actually go in the studio, but we spent way more time and way more effort trying to figure out how we’re going to launch this.

Auret: Writing masterpiece started off as a bunch of random words on a piece of paper and a concept idea. Once I hit the word “Masterpiece,” I really was inspired by that word, what it meant and what it could mean in terms of creating the life that you love.

That’s kind of where the lyrics came out from there, and then I finished writing it in 2018.

In 2013, I began writing that song, and then fast forward to a couple of days before going into the studio to record it, which was 2018. That’s when I actually just ended up writing that song.

There’s a whole story about why it took that long in making “Masterpiece.” If you want to see that, click here.

If you just kind of isolate those days, it didn’t take very long in total, but it’s the marketing side that takes a lot more effort and courage because it’s new and it’s a challenge. You’re putting yourself out there constantly and it’s uncomfortable. That’s why it takes a lot more out of you.

Jerry: Wow! The crazy thing you’re telling me is for music, I don’t know how long it’s been like this, but today if you want to make music, you really need to know marketing and actually get anyone to listen to it.

Jewel: Yeah. If you don’t have an actual label or PR team, you need to learn it because everyone’s like a DIY (do-it-yourself) and it’s cool because we live in an age now where you can record and create your own music and put it out there.

Whereas in the past you had to be signed before you could get a recording or even go into a studio, but now you can do it yourself like a lot of people have their home studios.

Like you Jerry, you have your home studio where we can go in and book a session. So, it’s really cool. It’s good and bad at the same time, but I think it’s better because we can actually control what we put out there and like no one’s telling you what to write or what to play.

Auret’s songs are very different. They’re not a typical pop song that you would hear on the radio. The lyrics are very different.

We’re very positive kind of people and we don’t want to be putting negative type stuff out. We’re very much like Auret said always wanting to level up, do more, impact the world and inspire people. Her songs are very much empowering type songs.

Jerry: That’s what I love about them. I find that when I’m listening to a song, I want lyrics that I’d actually like to have stuck in my head all day unlike “You left me all alone,” or you know…

How Much Effort Was Spent on the Song Itself vs the Marketing?

Jewel: I listen to the old songs that I used to listen to when I was a kid and there are songs that I can’t listen to anymore because I pay attention to the lyrics and they impact me.

I’m very aware of those kinds of energies now and I feel those energies. Sometimes I can’t listen to what I used to listen to like a lot of gangsta rap. I can’t listen to it too much because then those words stay with you.

So, that’s kind of what Auret does. She likes the cinematic type of energy motivational songs.

Auret: Yeah, when someone listens to the song, I want them to feel good whether that’s like a grooving kind of good where at least you want to dance or if it inspires you.

I feel like “Masterpiece” is a beautiful song. It makes you feel like uplifted in a sense and it’s more chill. It’s not like the kind that you dance to or anything, but it’s definitely one that’s reflective and makes you think. That’s the whole point.

I want someone to listen to this and feel inspired to create something cool. That’s it.

So, yeah I try to communicate what kind of sound I want to the producer or to the audio engineer that I’m working with.

I also like to incorporate exotic sounds. That’s why you have the tabla drum in the beginning there because that’s kind of like my background.

My mom’s Egyptian, my dad is a Moroccan and I was born in South Africa. So, I have the Middle Eastern thing and I want to put that in my music too. It’s really cool to see what comes out at the other end where it just all started with an idea and now you have this cool song.

Jerry: I love listening to your music in the morning. That’s one of the main times my 17-month son and I put your music on first thing in the morning because then I’ve got that inspirational message like when a lyric gets stuck in my head.

The one I’ve been listening to a lot lately is “Precious Moments” and I just like the lyrics. It’s like inspirational pop music, like a piece of music that is good for your brain and also good for your heart.

Jewel: Auret wrote that at the beginning of her music career when she was making the transition to even become a singer because she still had a 9-to-5 job at that time and we weren’t entrepreneurs when that song was written.

I remember it was a crazy time and Auret specifically wrote that. If you watch the music video, there are clocks hanging and I remember when Auret would be singing, she would be the happiest at that time.

This is before we knew about “The Power of Secret” and “Positive Thinking” and that kind of thing. We didn’t have control over our minds at that point and we were still in the societal grind.

I remember that song was a major release for you in another world and singing was one of the only things that really made you happy at that time.

Auret: Yeah, the second song I ever wrote was “Precious Moments.”

Jerry: Oh yeah? Which is the first one?

Auret: The first one was “Can’t Stand the Pressure,” which is also on the album. That was the first album I ever wrote, which I can’t really listen to anymore because I feel much better now.

During the first album, there was this thing inside of me like something was changing and I wanted to take control of this passion that I have for music and being around other creative people because I wasn’t happy with the life that I was living at that time of writing those songs.

It wasn’t what I wanted my life to look like. There are many stories on that album.

Jewel: The whole reason why Auret even became a singer or how that even came about is related to a specific story.

When we were in grade 12 in high school, there was a restaurant in Richmond and it was not like a regular Pizza Hut where you go in/out really quickly. This was like a big large classic Pizza Hut restaurant.

It was one of the only ones that we’d always go on Friday nights to hang out. We would go and then play Monopoly.

Jerry: Sounds like a lot of fun.

Jewel: Yeah, there was no social media, no smartphones and the computer was just like Windows 95. There was nothing happening online and I remember we were playing Monopoly and all that we were talking about was going to universities.

Auret said she was going to the University of Toronto and I was like, “I don’t think I can get into any university. I’m just gonna have to go to college.” She was very smart and I was not.

She all of a sudden randomly said, “Hey, listen to this thing on the computer,” and then she gave me these really ghetto earbuds, you know when you fly in an airline and they give you the free earbuds of really bad quality.

I put them on and she starts playing this song. Then, she went and sat over on the other side of her room and I started listening to this song.

I started listening to it and I said, “Oh, what is this song? Is it like a new artist on the radio or something?” I didn’t recognize the song and I turned over to Auret and she had her hair covered and she looks so scared.

Single Release on Spotify with Auret!

I was really confused because I thought I was just listening to a random song on the radio, and then it clicked her reaction and me listening to the song and I started listening.

I’m like “Is this you? Are you singing right now?” and she nodded her head and she took her hair away from her mouth and she said, “My dream is to become a singer.”

I was like “What? I thought you wanted to be a doctor. You’re going to sign up for med school. What do you mean you want to be a singer?

That was the first time she ever said that publicly to anyone, and since then I had always been encouraging her.

I was like “Take singing lessons. Let’s go do karaoke,” and when the opportunity came to sign with the label at the time that was taking on new artists, she ended up doing that in like 2008 or 2009.

That led to a hole going on tour creating her first album, but it was like she did receive a lot of like hardship from her parents.

Imagine, you’re supposed to become a doctor, but then you say, “I want to become a singer and an entrepreneur instead.”

Auret: Let me tell you that. It was one of the scariest moments of my life. I am so glad I did it. It took a lot of courage to do that, but my life would not be the way it is right now if I didn’t do that and I’m so happy to say that my parents love my music now.

My dad is like sharing it all over the place with the family. He constantly plays it in the car and it’s really cool.

You gotta fight back courage. You have to put yourself in uncomfortable situations. That’s really what is going to push you through. There are a lot of things that we deal with as not just music artists but creatives or entrepreneurs.

You really have to keep pushing yourself past that and put yourself in uncomfortable situations because that’s what makes you grow. That’s what takes you to the next level. Otherwise, you’ll continue to stay where you are.

Jerry: Such an inspirational message and thank you, Jewel, for thinking to share that story with us. It was beautiful.

Jewel: Not many people know that story. It’s quite a journey, but there are many more stories. It wasn’t like “Oh, she just became a singer and released Masterpiece.”

Jerry: That reminded me of Arnold Schwarzenegger’s “Total Recall” book and he was sharing a story when he went in the Austrian military.

There was a weightlifting competition for junior Mr. Europe or something and his drill sergeants were like “No. You cannot go to that” and he just snuck out, took the train to Stuttgart Germany, even though he’d never left Germany and he won the junior version of the Mr. Europe contest.

He came back and he has gotten a little bit of trouble for it, but he ended up being able to do weightlifting in the barracks 4 hours a day after word got back that he won the junior weightlifting competition.

Imagine that he actually disobeyed orders, snuck out, and then they ended up helping him while he was in the military.

Auret: Yeah, I remember Jewel sharing that story.

Jerry: Really?

Jewel: I remember seeing that story in a little mini-documentary about that on YouTube. It’s like a 10 to 12-minute thing about it where Arnold is telling the story and he’s a great storyteller.

They showed clips of him and stuff when he was in the army and I found that story to be amazing like for him to do that back when bodybuilding was not even a thing in that country at all.

He just like snuck out, went over there and he didn’t even have any posing trunks. He actually asked someone if he could borrow someone else’s bathing suit to put it and pose.

Could you imagine?

If he didn’t have the courage to go out and do that, he would not be Arnold Schwarzenegger now. I love Arnold Schwarzenegger and watch his stuff. He’s quite inspirational.

Jerry: I would love to interview Arnold in this format. I’d value any tips or suggestions on how to do that.

Single Release on Spotify with Auret!

Jewel: OMG

Auret: I don’t have any right now, but if I do, I will definitely share them with you, Jerry.

Jewel: I saw a recent Netflix thing where he’s a vegetarian now.

Jerry: The Game Changers?

Jewel: Yeah.

Jerry: Yeah, I just was watching that too. That’s how I got to thinking about Arnold Schwarzenegger again.

Jewel: What are your thoughts on “The Game Changer”?

Jerry: That matches with what I’ve experienced firsthand. That’s why I’m mostly a whole plant vegan. Everything works better off of the whole plant-based diet.

Jewel: That’s awesome and crazy. I’ll send you the video of Arnold telling that story. It’s cool hearing him saying it out loud.

Jerry: Yes, because a narrator in the audiobook read that story for him. In his audiobook, Arnold narrates like the first chapter only, and then this other narrator takes over for most of the reading. I wish he would have narrated the whole thing.

Jewel: Yeah, I know. I tend when I’m on Audible, I kind of make sure that it is who I want to hear. I usually want to hear the original author and the original person telling the story. It just makes it more of a better connection. I kind of make sure that they are narrating like the whole thing and not just the first intro part.

Jerry: I think that you’ve made it clear here that if you want to release a single and have people actually listening to it, it takes a lot of investment, courage, and energy on the marketing at the end of it, which I surprisingly don’t hear about that much.

If you’re wanting to be a musician from what I see, it’s all about making the best music possible and from what you’ve said, it’s actually making music as a small part of the whole equation to releasing a single.

Auret: Yeah, you do need to make good music, so that when you put it out there and you do that 80% of the marketing efforts, it will come back to you.

Always still be working on your skill of you know getting better as a creator, but at the same time, I’ve heard lots of music marketing experts saying that it’s really about 20/80 i.e. 20% making music and 80% marketing.

That’s the reality of it today because we do have this opportunity to take things into our own hands and share it with people. There’s lots of competition out there like Jewel said, it’s a good and bad thing.

At the same time, you have the ability to create it and you have the ability to control it. It’s up to you where you want to take it.

Single Release on Spotify with Auret!

Jerry: Where do we go from here? You got “Masterpiece” out and you have just done a huge amount of promoting. Where do you go from here with your music?

Jewel: Before you say your answer, I’ll answer a little bit.

I help Auret a lot with the marketing part of things. I’m not a singer. Everyone always assumes that just because I am best friends with Auret that I can automatically sing as well.

They meet her if she’s doing like a singing gig or something. They’re like, “Oh, do you sing too?

I’m like “NO.”

Auret: I know that she has some pretty cool dance moves though.

Jewel: In terms of like what happens now, it is the continuation of promotion. Just because the song was released, you don’t just flatline like, “Okay, that was it and there you go.”

We’re gonna continue to do tutorials on Auret’s journey to help other artists, and then at the end, do a tiny pitch like: “Here’s Auret’s song on Spotify.” We are going to mention it in the description as well.

We’re continuing to do that and also continuing to do the Ari’s Take Academy and Instagram story ads because we had to do a pause on that when we went to Europe for business. We’re going to do a lyric video as well.

We’re not going to be as hard on the promotion because every day pretty much she was promoting her song, but she’ll be posting her regular content on her social media i.e. living the entrepreneurial life, and then mixing in the music stuff as well.

We’ve been attending more networking type events. We are entrepreneurs here in Vancouver. So, we actually go to different events and we always mix in that Auret is a singer as well as an entrepreneur.

We’re actually going to be doing a YouTube talk on Tuesday at the Vancouver Business Network and during that presentation, she’s going to mention how entrepreneurship has helped fund her singing.

You always got to learn to mix it in with what you’re doing. So, it’s still going to be a constant promotion and then Auret will be still creating music like that will never stop.

Auret: Yeah. Since you said everything about what’s happening next in terms of marketing the music. It’s not gonna take me another 6 years to come out with my next song.

In between when I’m not releasing an original song, I’m still singing like I’m still performing locally here as well as doing covers. Also, I’ll go find royalty-free music, and then write some lyrics to that and just put it out there as royalty-free music for other people to use too.

So, I’m constantly finding opportunities to still work on my craft and doing the performances helps me get better in terms of singing in person and working on my vocals that way.

It’s not just my own stuff. I have a bunch of songs that I started writing, but again I want to return to and see what I can record next because I’m excited to get back in the studio and record something new.

Jerry: Well, I’m excited for you to get back to a studio and record something new also. Yesterday, I played different songs from different artists and “Masterpiece” is one of the 2 songs my son started bouncing to right away.

Auret: I want to see that people feel good when they listen to my music. That’s like the major reward for me because when I listen to music, this is what feels and sounds good.

Meanwhile, I also really pay attention to lyrics and messaging. So, that’s what I put into my own music because I want someone to feel it all like the music, lyrics, and the message. So, that’s really cool to hear, Jerry.

Single Release on Spotify with Auret!

Jerry: Thank you for an outstanding interview. I imagine the viewers by this point have already subscribed to Auret Music or will go do that.

You can listen to “Masterpiece” on the platform of your choice. Here’s the link.

If you want that course, you can help Auret earn the affiliate commission if you use this link for that course. The name of the course is “Ari Herstand Streaming & Instagram Course with Hip-hop Artist Lucidious.

Thank you, ladies, both for being here.

Auret: Thank you so much for having us, Jerry. We really appreciate it and thank you to everybody who’s watching the live stream, who subscribed and listened to “Masterpiece.”

Please go listen to the song and let me know what you think. Message me on any of the platforms. My Instagram is @auretesselen

Jewel: Feel free to ask us any questions if you want more in-depth answers. We are creating more tutorials on its actual launch. That will include what we specifically did, what websites, platforms, etc.

We’ll be doing many more tutorials. So, please subscribe and feel free to comment on the video and we’ll answer your questions.

Jerry: Thank you for an amazing interview ladies and I look forward to our 4th live stream whenever that happens.

Jewel & Auret: Awesome. Thanks, Jerry. Bye everybody and have a good day.


Jerry Banfield

Edits from video transcript by Michel Gerard at