Monetization of Digital Assets

In my artist management course at the Roc Nation School of Music Sports & Entertainment, we explore how the wealthiest artists monetize their fandom. What we consistently find is that those who reach billionaire status do so not just through music consumption but by selling tangible products—whether it's liquor, makeup, apparel, etc. (Taylor Swift being a notable exception, largely due to her record-breaking Eras Tour). When I explain this to my students, I break it down like this: If Rihanna sells her newly released GLOSS BOMB STIX HIGH-SHINE GLOSS STICK for $25 USD and conservatively moves half a million units in a fiscal year, Fenty grosses $12.5 million USD. To match that figure through streaming alone, Rihanna's catalog would need to generate 2.5 billion streams, assuming a per-stream payout of $0.005. Now, consider Beyoncé as she launches her new whisky line, SirDavis, priced at $89 USD—a collaboration with LVMH-owned Moët Hennessy. If she sells, conservatively, 250,000 units in the first year, she'll gross $22.25 million USD. To achieve that same amount through streaming alone, Beyoncé’s catalog would need to amass 4.45 billion streams, again assuming a per-stream payout of $0.005. The key takeaway I emphasize to my students is that selling a product, whether it’s whisky or makeup, often proves far more profitable for an artist. This is why nearly every artist who has crossed into billionaire territory has had a product line that significantly boosted their net worth. Check out this insightful graphic from Trapital's Dan Runcie, featured in his Culture Report, which does a fantastic job explaining this phenomenon.

Improving 2nd purchase conversion by 5% can boost LTV by 20-35%. But most brands don't focus on this. Some tips to increase re-purchase (#5 is my fav) 👇 I looked at data for 100+ of our retail brands. On average: - First-time buyers have a 15-30% chance of returning - After a second purchase, that jumps to 60-70% Because of this snowball effect, little improvements to 2nd purchase conversion (+5%) can mean significant LTV jumps (+20-35%) Here's a handful of tactical things we've seen work. ----- 1. Focus on a shorter window than you think. Run your retention curves. Chart % of customers making 2nd purchase by month. You want to find where the cumulative repeat rate flattens out. - Most brands will be ~90 days. - Consumable brands (supps, food/bev, beauty) will be shorter (30 days). - Products w/ longer usage cycles may by 180 days or more. It all depends. Many brands make the mistake of using a 12-month window to look at churn. You've almost certainly lost that customer by then. Focus on a shorter window than you think. 2. Cross-category has a higher propensity of longterm retention ----- Cross-category buyers (almost always) have a higher LTV than single-cat buyers. - If they bought jeans, offer tops or accessories - If they bought skincare, suggest adjacent skus, not refills - If they bought a core product, introduce them to your specialty items Ps, you can segment your CRM and split test this. Just remember to tag your customers when measuring long-term LTV performance. ----- 3. Micro-commitments + Add Value! Before asking for a 2nd purchase, squeeze out small/easy commits: - Request product feedback/review (one question) - Offer style or usage guidance (post-purchase series) - Provide value-added content related to their purchase - Solve common problems w/ the products - Show how other customers use it Each small activity builds more engagment (and goodwill) w/ your brand. ----- 4. Implement a "Last Chance" campaign If your 2nd purchase window is 90 days, maybe that's Day 60. Deploy a specialized "almost lost" campaign. - Use language w/ mild urgency (avoid depsparation) - Include an unexpected benefit or small gift/gwp/ The offer MUST be better than what you'd give a first-time customer. ----- 5. Make the product better That's it. Just improve the product quality, and you'll see a natural jump in repurchase. It helps acquisition too (referral/WOM). By shifting a little focus from acquisition to that crucial second-purchase moment. What's your 2nd purchase "window"? 30, 60, 90 days? What are you doing to shrink that window? #ecommerce #customeranalytics #ltv

J. Cole is breaking the mold of how artists at his level monetize their fanbase... Instead of following the traditional path of streaming dominance and massive merch drops, he’s leaning into storytelling and exclusivity. His recently released audio series, Inevitable, gives fans an intimate look into his rise to stardom for just $10. This is a direct transaction with his audience behind a paywall. On top of that, he’s dropped a deluxe edition of 2014 Forest Hills Drive, featuring 8 bonus tracks, also behind a $10 paywall. For Cole and his team, it seems that these moves aren’t about chasing radio hits or flashy partnerships. It is about creating unique experiences for his core fans, something they crave. It’s a powerful reminder that sometimes the best way to innovate is by taking a direct approach. In Cole's case, this one prioritizes the connection between him and his audience. #musicbusiness #directtoconsumer #jcole #fanengagement #monetization #musicindustry

People are slowly starting to understand that this conversation about AI and data is less about technology and more about economics—and how organizations use AI and their data to create new customer, operational, and societal value sources. However, we are not just discussing traditional economic concepts but also data-driven concepts like nanoeconomics and the Marginal Propensity to Reuse (MPR). Why is MPR such a game-changer? 1. Exponential Value of Digital Assets – Unlike physical assets that depreciate, knowledge-based assets appreciate with every use, making MPR the most powerful economic force in the digital age. 2. Network Effect of Reuse – The more a dataset, AI model, or analytic insight is reused, the more valuable it becomes, creating a self-reinforcing cycle that separates industry leaders from laggards. 3. MPR Powers the Data Economic Multiplier – The ability to reinvest the same intellectual capital across unlimited applications at zero marginal cost makes MPR the ultimate driver of digital efficiency and scalability. 4. MPR is the Foundation of the AI Revolution – AI assets don’t wear out—they compound in intelligence, accuracy, and value, making MPR the economic backbone of AI’s transformative potential. 5. MPR Drives Competitive Differentiation – Companies that master MPR unlock exponential efficiency, faster innovation, and compounding economic returns, creating an unbeatable competitive advantage. Avoid the archenemies of the Marginal Propensity to Reuse - Data Silos and Orphaned Analytics - that sap the economic power and potential of your data and analytic assets. Avoid the siren's song of quick wins that offer little value and hinder long-term value creation. #ThinkEconomics and ensure discipline and inclusivity as your organization harnesses this significant new value-creation opportunity. #DataStrategist #DataScience #IOT #BigData #AI #GenAI #ML #DataTransformation #DataManagement #DataEconomics #DesignThinking #GenAI #AILiteracy #DataLiteracy #IWork4Dell #AI4IA 

𝐁𝐫𝐚𝐳𝐢𝐥 𝐉𝐮𝐬𝐭 𝐑𝐞𝐰𝐫𝐨𝐭𝐞 𝐭𝐡𝐞 𝐑𝐮𝐥𝐞𝐬 𝐨𝐟 𝐭𝐡𝐞 𝐃𝐚𝐭𝐚 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 While most governments are still debating digital privacy, Brazil is already paying citizens for their data. Through its pilot 𝐝𝐖𝐚𝐥𝐥𝐞𝐭 program, the country has introduced a new kind of digital infrastructure. One where individuals can own, manage, and monetize their personal data like an asset. Early participants are earning around $50 per month, not from surveys or tokens, but by authorizing the structured, verified use of their digital footprint. This isn’t a fintech gimmick. It’s a strategic shift in the architecture of data rights. What makes dWallet different? - It treats data as property, not exhaust - It uses a valuation index (DIM) to score and price information - It operates with authorized consent, aligned with modern privacy standards like CCPA and GDPR - It positions citizens as economic stakeholders, not just data sources Brazil's government is even exploring “data savings accounts”, a concept where your personal information accumulates financial value, much like intellectual property or real estate. In other words, it's trying to repatriate economic value from the platforms back to the people. Why this matters: 1. 𝐀 𝐏𝐨𝐥𝐢𝐜𝐲 Precedent This is the first time a national government has operationalized data monetization at scale with citizen buy-in. If legislation backing this model passes (as expected), it could set a global precedent. One that blends digital rights with economic redistribution. 2. Platform 𝐃𝐢𝐬𝐫𝐮𝐩𝐭𝐢𝐨𝐧 If governments begin to enforce personal data ownership as property law, major platforms will have to rebuild their monetization models around licensed consent, not passive collection. 3. A New Class of 𝐀𝐬𝐬𝐞𝐭𝐬 In the AI era, where models are trained on personal behavioral data, the ability to license your data for model training could become a mainstream income stream. The Broader Signal Brazil’s data economy hit $88 billion in 2024 and is projected to grow to $326 billion by 2033. If this experiment works, expect a wave of policy copycats, data wallet startups, and regulatory showdowns. But there’s a deeper implication. We’ve spent 20 years building platforms that treat personal data as a resource to be mined. This move suggests a future where data becomes a right to be managed, a property to be priced, and a labor input to be compensated. It’s a model that redefines digital citizenship. The Questions Worth Asking → If individuals can now own their data, what happens to companies built on surveillance economics? → If data is labor, what does a fair wage look like? → And if models get trained on your behavior, should you earn royalties? Brazil may have just built the first functional prototype of a citizen data economy. If you’re in tech, policy, or finance, you should be paying close attention. Because in this new system, the user isn’t the product anymore. They’re the counterparty.

Want to turn one-time buyers into loyal customers? Create a post-purchase experience that keeps them coming back for more. Most brands focus all their energy on getting that first sale. But the job isn't done after you've earned their business. In fact, it's just getting started. Here's how to optimize your post-purchase experience to turn new customers into lifelong fans: 1. Optimize Your Thank You Page The thank you page is prime real estate. Don't waste it on a generic "Thanks for your order!" message. Instead, use it to reassure anxious buyers, engage excited customers, and even drive additional sales. Here are a few ideas: → Showcase happy customers and UGC → Highlight the cause (or team) their purchase supports → Offer a no-brainer upsell or cross-sell opportunity → Give them a pre-written way to brag about their purchase on social media 2. Dial In Your Transactional Emails Your transactional emails get way higher open rates than promotional messages. Take advantage of that attention. If you're still sending a generic order confirmation email, you're missing a huge opportunity to build rapport and increase customer lifetime value. These emails should always: ✓ Set clear expectations for next steps ✓ Build hype during the time between their order being placed and their product being delivered ✓ Check in to make sure everything arrived okay ✓ Provide helpful resources to ensure they get maximum value from their purchase ✓ Make it dead simple for them to get help if they need it 3. Ask For A Review At The Right Time A week or so after delivery, ask for a review. But don't just send a generic "please rate your purchase" email. → Remind them of the great experience they just had → Provide thoughtful prompts to help them get past their writer's block → Make leaving a review as frictionless as possible → Consider offering them a valuable incentive or token of your appreciation 4. Ask Them To Refer A Friend Humans are social creatures. We tend to hang out with people who share similar interests and values. That means that one happy customer probably knows 5-10 other people who would be a perfect fit for your product. Don't be afraid to ask for referrals. If you've done a great job up to this point, advocating for your brand should be an easy "yes." What's the overarching trend here? Make it personal and on-brand! Customers who see the same cookie cutter templates immediately go into autopilot. If you really want to maximize your customer lifetime value, you need to customize and personalize every step of the post-purchase experience, so you leave a lasting impression. One that not only creates loyal fans, but also inspires them to bring their friends along with them.

71% of Target store shoppers make impulse purchases at the checkout counter. You know the drill: you're in line, ready to pay, when those colorful displays of candy, magazines, and snacks catch your eye. Just like that, you’ve added a few impulse buys to your cart—often without a second thought. Why does this work? This behavior is deeply rooted in consumer psychology. 1. After walking through the store making deliberate choices, shoppers experience something called “decision fatigue.” By the time they reach the checkout, their brain is tired of weighing options, bringing their guard down and making them more likely to act on impulse. 2. But there’s more. At this stage, the sense of completion of the shopping journey triggers a dopamine release. The brightly colored, conveniently placed products also tap into a shopper’s emotions—often evoking feelings of indulgence or a “treat” they deserve. 3. And because that moment comes at the same time the customer is pulling out their wallet…. Makes it the GOLDEN moment for unplanned last-minute impulse purchases. And the reason why this “checkout aisle” works on 70% of retail shoppers. THIS is the reason Disco is so powerful. Disco enables exactly this experience for brands selling online. ➡️Just purchased your subscription of AG1? How about some Vuori joggers or On running shoes to go with your new healthy lifestyle? ➡️ Picked out a new swimsuit from Frankies Bikinis? Here are some Blenders Eyewear Sunglasses or a Sand Cloud towel to go alongside. And what’s the benefit to ALL brands involved? Brands hosting the feed on their post-purchase screen get PAID💰to offer that real estate to other complimentary brands. Brands advertising acquire new incremental purchasers who were never intending on shopping the brand to begin with, and at a much lower CPA than Meta. Everyone WINS. All because…. You captured that customer at the moment when dopamine is rushing… And when intent is at its highest.

The question I ask every ecommerce brand we meet: "What happens after someone buys from you?" Most answers I get: "We ship the product" "They get an order confirmation" "We add them to our newsletter" These are the same brands struggling with: Rising ad costs Declining ROAS Flat or falling growth Here's what we implemented for a skincare brand last month: A personalized post-purchase journey based on their specific skin concerns Educational content showing them how to use their new products effectively A VIP program that rewards behavior beyond just purchases Timely replenishment reminders before they run out The result? Their second purchase rate doubled. The uncomfortable truth about ecommerce today: Acquisition is getting more expensive every month. You can't control that. What you can control is what happens after the first purchase. The most successful brands aren't winning with better ads. They're winning with better customer experiences.

📊🏰Data is the Only Moat: Why Unique Data is the Only Sustainable Advantage in an AI-Dominated Economy Artificial intelligence is about to homogenize human knowledge. Every consultant will have access to the same reasoning capabilities. Every analyst will use similar AI tools. In this flattened landscape, what separates winners from losers? The answer lies in something AI cannot replicate: your organization’s unique data assets. The Great Homogenization We’re witnessing the commoditization of intelligence itself. The traditional knowledge work that commanded premium pricing is becoming table stakes. But AI cannot manufacture the unique experiences, relationships, and operational realities that your organization has accumulated over decades. This is your enterprise equivalent of lived experience, and it’s becoming your most valuable asset. Data as Competitive Moat Netflix’s recommendation algorithm isn’t just sophisticated AI, it’s sophisticated AI trained on Netflix’s unique dataset. Amazon’s logistics optimization isn’t just smart algorithms, it’s smart algorithms informed by Amazon’s specific network and demand patterns. The winners aren’t those with the best general-purpose AI. They’re those that combine capable AI with irreplaceable datasets that reflect their unique market position. Why Traditional Systems Fail Most enterprise systems were designed to standardize data, not preserve its unique characteristics. Your ERP flattens nuanced relationships into standard fields. Your CRM reduces complex dynamics to predetermined stages. When AI works with this sanitized data, it produces generic insights any competitor could reach. The Declarative Solution Declarative systems preserve the richness of your unique data assets while making them accessible to AI. Instead of forcing business reality into predetermined schemas, they let you express specific constraints, relationships, and objectives. The AI then works within your particular context, producing insights that reflect your competitive position. The Strategic Imperative Every day you delay building systems that capture and leverage your unique data assets, your competitive moat erodes. The winners will be organizations that can clearly articulate their unique value proposition to intelligent systems, then trust those systems to optimize within their specific constraints. The AI revolution doesn’t eliminate differentiation. AI amplifies it. But only for those smart enough to build their competitive strategy on the foundation of irreplaceable data assets. Which future are you building toward?

Most eCom founders make this mistake which costs them 7-figures per year: They waste the “first 30 day window” after a new customer buys a product. They bombard these customers with new offers which:  - Doesn’t make customers feel valued  - Alienates them  - Doesn’t educate or nurture them Don’t waste this window of time by sending more promotional offers. There’s 4x things you should do instead: 1. Teach product usage When customers understand a product, they’re more likely to experience its benefits. Encourage this by sending instructions that explain advanced features or teach use-cases. You could also share tips or tricks that help customers overcome common objections. Instead of sending a 20% off offer, send a detailed product tutorial instead. 2. Encourage habits Products that become part of a customer’s routine generate repeat purchases. During the first 30 days, focus on how the product can integrate into the customer’s lifestyle. Establish usage patterns and create triggers that remind them to use the product. 3. Eliminate buyer’s remorse Post-purchase doubt is normal. Ease it by reinforcing the value of the purchase. Highlight positive reviews from other customers. Remind them why they bought in the first place. This’ll help customers solidify their commitment to the product. 4. Collect feedback Asking for feedback serves multiple purposes. It makes customers feel valued and provides valuable insights for improvement. It also increases psychological investment into the product. When customers share their thoughts, they develop a stronger connection to the brand. The bottom line: Don’t bombard your customers with new offers in their first 30 days after purchasing a product. Engage with them, give them value, make them feel connected to the brand. This is how you drive repeat-purchases without friction.