In this episode we’ll study the Good Mythical Morning brand, and draw some parallels to things you could implement in your music brand. GMM has an INCREDIBLY powerful brand, and I consider them to be geniuses at branding and content creation, which is why I chose them for this brand analysis. From their name, to their content strategy, to their merch, GMM does an amazing job at sucking you into their world with everything they do.
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Important Points:
Good Mythical Morning (aka GMM) has an all-encompassing content strategy across multiple platforms that sucks fans into their world. This includes daily main show episodes, secondary show episodes, weekly vlogs, and podcasts.
Recurring content types like “Will It” challenges is being used by GMM to engage fans. Artists can also use recurring content themes tailored to their interests and lives.
Good Mythical Morning strategically leverages their existing audience and content platforms to launch new initiatives like books. Artists should focus on incremental growth by gaining 100 engaged fans, then 500, rather than unattainable end goals.
All aspects of their show are branded by GMM as identifiable elements, from custom tools to hairstyles. Artists can brand themselves through consistent image, named instruments, show rituals, etc.
Podcast Outline:
[00:00:20] GMM’s all encompassing content strategy with content across multiple platforms to fully engage fans. – Andrew
[00:01:22] The origins of GMM’s main channel and their journey to 17 million YouTube subscribers on just their main channel – Andrew
[00:02:15] The different content GMM produces in addition to their main shows. – Andrew
[00:03:13] Why your content needs to be more diverse than just music into stand out – Andrew
[00:04:17] Instagram bio links are a great way to funnel fans to more content. – Andrew
[00:05:23] GMM’s branding is very thorough, extending to the hosts’ hairstyles and clothes. – Andrew
[00:07:51] The power of branding with logos and how they represent feelings associated with a brand. – Andrew
[00:10:30] Having consistent personal branding elements – Andrew
[00:12:13] How catchphrases in videos become expected by fans – Andrew
[00:13:22] Using recurring hashtags that become associated with you. – Andrew
[00:16:30] Ideas for recurring content types. – Andrew
[00:18:55] Limited-time merch releases – Andrew praises GMM’s strategy of limited merch. – Andrew
[00:21:22] Merch that connects fans – Andrew likes GMM merch that identifies fans to each other. – Andrew
[00:24:42] Naming gear creates fun branding opportunities – Andrew suggests naming equipment for branding. – Andrew
[00:25:32] More content layers and depth sucks fans into your world – Andrew explains how content breadth and depth build strong branding. – Andrew
[00:29:16] Leverage existing fans to incrementally gain more fans – Andrew advises gaining fans in phases, not all at once. – Andrew
[00:31:12] Leverage existing fans to launch something new – Andrew shares how he launched his podcast using his existing audience. – Andrew
Wise Words:
[00:12:22] “You could apply that to your YouTube channel, but also in a live show, maybe at the end of every live show that you do, you have something fun that you do. So that way people know, they’re getting that at the end of their show. And maybe that’s an incentive to stick around”– Andrew
[00:16:52] “Most artists have merch, and if you don’t, you should use a service like Printful or Teespring, because it’s actually free, so it’s called print on demand, where you come up with a design, and they essentially make it for you and ship it for you for a fee, so it’s a little less profitable, but you don’t have to buy like a hundred shirts up front.” – Andrew
[00:24:51] “You want to have all these ways for people to be sucked in to your brand and really it comes down to layers.” – Andrew
[00:31:32] “Don’t think about how to get from here to international superstar. Think about how you can get from where you are now to 100 fans. What you can do with those 100 fans to get to 500 fans, then to 1, 000 fans. And if you keep thinking about like that, you won’t get as discouraged. You’ll feel like you’re hitting all these awesome goals. You’ll do awesome stuff along the way, and you’ll just be a whole lot happier.” – Andrew
Resources Mentioned:
- Good Mythical Morning’s YouTube Channel – link
- Andrew’s YouTube Channel – link
- Learn how to grow your YouTube channel – link
Learn More:
If you enjoyed this interview you might also like this one I did with Noir et Blanc Vie on how to become a full-time music YouTuber.
