Idea
Spin the Globe: a repeatable series format that 10x'd the catalog
Brianna's breakthrough was turning songs into a series: Connor spins a globe, lands on a country, and collaborates with a local artist from there. Building a recurring, named format — rather than one-off posts — is what took streams 'from here to like' a different level.
“Yeah, that's when I really stopped trying to do a million things and focused just on him. And the biggest moment for us was creating a series. That's when we started the Spin the Globe series, where he would spin a globe and land on a country and collab with an artist, that took us from like here to like—”
Steal thisTurn your content into a named, repeatable series format instead of disconnected one-off posts.
Story
The $19 Target globe that spawned a 100M-stream hit
Brianna thought of Spin the Globe at the gym, grabbed a $19 globe from Target on the way home, and posted that Sunday — it got 3M views the same day. They realized it was a series, did episode 2 two weeks later, and that became 'Spinnin'', now over 100M streams.
“I was literally at the gym with Connor's mom and I thought of it and I texted him. I said, I'm start— I'm stopping at Target. We're grabbing a globe. Here's the idea. And his mom parked the car. I ran and got it. It was like $19. And to be honest, at the time we didn't realize it would blow up and we posted on a Sunday and it got 3 million views the same day.”
Number
A million Spotify streams pays ~$4,000 — if you own the masters
Brianna Price breaks down independent streaming economics: roughly $4,000 per million streams on Spotify, and Connor Price's catalog averages ~60 million streams a month. The money exists in streaming; labels just normally take ~80% by owning the songs.
$4K
Spotify payout per million streams · USD/million streams
“on average, a million streams is around $4,000. $1,000,000 USD on Spotify. On Spotify. And we're averaging like 60 million streams a month right now across our catalog. Things are just pretty crazy. And I don't think most people know that there's that potential because in 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.”
Fact
An independent artist's 7 revenue streams, ranked
Brianna lists Connor's revenue streams in order: streaming (#1 by far), YouTube AdSense, brand deals (high six figures), syncs (TV/film/games), publishing, merch, and live shows — seven streams most people don't realize an independent musician can stack.
“And then live shows. So those are like our 1, 2, 3, 4, 5, 6, like 7 streams of revenue. And people don't know this.”
Framework
Songs as real estate: ship one 'property' every two weeks
Brianna cites artist Mike Stud's mental model: a song is like a piece of real estate. If you can buy one every two weeks, why wouldn't you? Some stay shacks on the beach, but some become mansions in Laguna — so keep acquiring assets.
“He compared songs to real estate. He's like, if you can buy a piece of real estate every 2 weeks, why wouldn't you? Some of them will remain shacks on the beach, but some of them will be mansions in Laguna. So that's our mindset right now. I'm like, we're investing in as much real estate.”
Steal thisTreat each piece of content as an appreciating asset and ship on a fixed cadence; volume covers for the fact you can't predict the hits.
Take
Independent by choice, not by default
Every major label has tried to sign Connor; they decline on purpose. Their friend Nick's line — 'we're independent by choice, not by default' — captures the stance: do it yourself, your way, and prove to other artists it's possible.
“He's like, we're independent by choice, not by default. Because you'll see in the comments, like, why hasn't anyone signed this kid yet? Someone sign Connor. And I'm like, they've tried. We will not, because that's not our goal.”
Idea
Bundle a 'home studio kit' that the founder uses on every release
Brianna's next play: a 'Home Studio' newsletter for independent artists, then sell home-studio kits — mic, headphones, interface — so when fans ask what gear Connor uses, the answer is 'just buy Connor's kit.' He'll record every song on it, so it sells itself.
“we sell like home studio kits. Kits where everyone's like, what mic do you use? I'm like, just buy Connor's kit. It comes with the mic, headphone, interface, smart, everything you can use to make money from home.”
Steal thisProductize the exact tool stack your audience keeps asking about, then use it publicly so the product demos itself.