Tough Love


I’ve been wanting to do a podcast for a while.

So, I just did the first one. I was going to just use the transcript for this blog, but it came out looking like a transcript of Trump romancing a Russian callgirl. So, instead I’m going to type out my thoughts here.

My first podcast should have been called “Tough Love”, because I wanted to get something across that’s really hard to say without sounding like a complete asshole. Basically - I’m offended at the amount of my artistic contemporaries think like artists, as opposed to marketers. There’s this idea that seems to be infecting the community, that just because you put a lot of work into it, somehow we should care.

That is a nasty trap to fall into. Nobody cares how easy or hard your task was. For example, can you name one makeup or prosthetics artist from a movie set? Can you name the engineer that mixed “Sunflower”, by Post Malone (Which I’m listening to while typing this out)? No. But their job was arguably harder than that of the actors you can name, the musicians. One thing that people tend to forget is that in order for there to be a celebrity, dozens of people have to prop them up. BeetleMilk would be NOWHERE without the help of a few key early adopters. 

So, let me ask you this. Do you get angry when you see a banana taped to a wall selling for 100k? Does that piss you off because you slaved over a beautiful picture for weeks and it got 5 likes on Instagram? You shouldn’t be angry. Truly. The creator knew the right people. Your favorite indie artist (Mine is BlushSprout) understands marketing and uses it well. BeetleMilk counts in this category as well. Tatiana is an artist to the bone, but ya boy… I’m a (aspiring) marketer. You need to think like me if you ever wanna make some spare change doing this.

The fun of having a marketing blog on a website that is marketing occult and pastel goth apparel is not lost on me, by the way. I don’t know, I’m a confused human. I want to sell you something, and have people buy stuff from you.

Ok. So, I got that out of my system. Now, let’s talk solutions.

The only way you will succeed is by finding out why people like/dislike your stuff, and determining what need your stuff fulfills. I’m dead serious. If your art doesn’t fulfill a need, you might as well become an accountant. People only buy stuff that meets one of two qualifications:

  1. They need it to survive
  2. It gives them a certain feeling or reflects something about them.

This is why it’s so easy to sell fan art. It very easily reflects something about the buyer. They like Pooh, and they like Midsommer. Boom, Beastwreck has a sale. I really do like that design, by the way, even if I’ve never seen Midsommer. And won’t, because Hereditary scared me shitless.

But fan art is dangerous, especially if you’re fucking with the Mouse House. I advise against it, although it’s a great way to kickstart sales when you are starting out. BeetleMilk isn’t trying to get slapped with a C&D, but you do you.

A much preferable path, in my opinion, is to create your own brand and market it until people recognize it. Market the FUCK out of it.

For example, one day Tatiana was drawing a picture and came up with these… like, hermaphroditic demons. Succubi/Incubi. She started drawing them onto Tarot Cards… and we have a product on our hands that can be leveraged for profit. We decided to take a different route and give them away for free, but people collect them, which leads to back end profits as people get caught up. What does this reflect about our buyers? 

People like to collect. People like demons. By having the succubi/incubi be hermaphroditic, we indicated that we don’t adhere or worry about traditional gender norms, which is reflective of many people. I wash the dishes, Tatiana will work on pipes. We live by that ideal. Many people do Tarot readings and follow the results. It’s not a crazy idea.

Ok, I’m gonna wrap this up. This week, do me a favor and figure out why people should buy your stuff, and then MARKET IT.



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