How DJ Manipulator Shared 30 Beatmaking Videos in 30 Days to Promote 'The Soviet Tape'
A look at the producer's creative approach to marketing a new release.
For producers, there’s something to be said for sharing a new piece of music on social media every day for a set amount of days.
The consistency and willingness to show up for an extended period of time resonates with people.
With that in mind, DJ Manipulator decided to share a different beatmaking video for 30 days straight in 2018—eventually leading up to the release of his album The Synth Tape.
As he readied his late 2019 instrumental project The Soviet Tape for public consumption, he employed the same strategy.
Using a simple but effective shot of his studio setup for each video, Manipulator constructed beats with his Maschine sampler and Roland SP-404 at the same time.
Though some of the Soviet Tape videos are no longer available, his willingness to generously share a new video every day helped create a valuable archive of his work and a powerful portal for discovery on Twitter.
Manipulator opted for simplicity with each video he tweeted, keeping the text limited to the Day __ of __, the album release date, and as the release date grew near, pre-order options.
Experiments like Manipulator’s create a long-term value for the artist. Though the videos might not find an audience right away, their existence on Twitter increases the likelihood of a potential fan stumbling on his music.
And the incremental release of one new video every day gives existing fans a sense of anticipation while building momentum over the 30-day cycle.
As discussed in the Micro-Chop article about Dibiase and Nothing_Neue’s use of Twitter videos, clips like these also give an artist’s audience a peak behind the curtain while giving them the feeling of “being there” as the producer makes music.
They can also be educational for aspiring beatmakers with no mentors or collaborators to study as a frame of reference.
Though sequential beatmaking videos won’t necessarily turn into a viral sensation, they’re an important tool in breaking through the state of constant media over-saturation that most listeners experience in their day-to-day lives.
If daily sharing ever starts to feel stale, you can always mix things up and participate in a sample challenge like the one House Shoes organized during the lead up to The Soviet Tape.
Even when things took an unexpected turn and Manipulator became very ill right before The Soviet Tape dropped, he found a way to turn his unfortunate situation into an opportunity. Without missing a beat, he showed his vulnerability with his fans while posting a different kind of music video.
After 24 hours of sick leave, he was right back at it again the following day.
With one month of daily videos under his belt, Manipulator brought the project to a close as The Soviet Tape hit shelves.
Though the 30-day cycle leading up to his albums is now over, Manipulator still uses his Twitter feed to share everything from song sketches and polished beats to Maschine + SP-404 remixes of Freddie Gibbs.
Thanks for reading, see you on Friday!