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My First MillionConnor Price’s Viral Formula to Get +650M Spotify Streams (#484)
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At a glance
WHAT IT’S REALLY ABOUT
Independent Rapper Couple Turns TikTok Skits Into Millions in Streaming
- Breanna says that on average a million Spotify streams pays about $4,000, they average roughly 60 million streams a month, and owning their songs makes streaming lucrative, contrary to the common claim that there's no money in it.
- Their breakout came from the Spin The Globe series, in which Connor collaborates with an artist from a country the globe lands on, and Breanna applied the hook-first, storytelling ad techniques she learned selling dog ramps at a pet company.
- Content-first creation drives their process: new hooks every few seconds, visual gimmicks like the carrot flute, and writing songs with the video in mind, and they only invest in TikToks that can convert to streams.
- They earn from streaming, YouTube, brand deals, syncs, publishing, merch and live shows, but they treat touring as break-even and do pop-up shows for fans, with a goal of selling their catalog for about $50 million in three to four years.
- The business runs as a family operation with Breanna's and Connor's relatives, and the hosts and guests also discuss fear of judgment, the support that got Connor through a low point, and newborn parenting.
IDEAS WORTH REMEMBERING
5 ideasOwning your songs makes streaming profitable
Breanna says there's money in streaming because labels typically own 80% of songs, but independent owners keep the revenue, citing about $4,000 per million Spotify streams.
Entertain first, promote second
Connor says viewers swipe away when something feels like a sales pitch, so they open with skits and curiosity-driven hooks before the song.
Refresh attention every few seconds
Breanna says they add a new moment every four to five seconds, such as a drill sound or the weird brother popping in, and even push Connor to change his flow so the song is 'contentable'.
Sustain momentum after a breakout
Breanna says that after the Globe series hit, they pulled all-nighters and kept posting rather than getting comfortable, which kept the streaming chart elevated.
Platform mechanics affect conversion
They prefer YouTube because it allows a pinned streaming link, while on TikTok Connor says comments with words like Spotify get hidden and the pinned comment feature was removed.
WORDS WORTH SAVING
5 quotesin music you hear there's no money in streaming, but I'm like, that's because labels own 80% of your songs. But if you own your songs, there's a shit ton of money in streaming.
— Breanna Price
The moment you feel like someone's like, "Hey, check out my song," you're gonna swipe away. So you have to provide entertainment first, and we have found the best way to do that is through skits.
— Connor Price
What's really cool is that a lot of people have a big moment, and then they slow down. They get comfortable, but the second we had that big moment, I'm like, "We're pulling all-nighters."
— Breanna Price
We're independent by choice, not by default.
— Breanna Price
I think the long-term value of having creators use your music is way more than like trying to get a few dollars every month 'cause somebody used your song in a vlog.
— Connor Price
High quality AI-generated summary created from speaker-labeled transcript.
