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Hey there!

Ever notice how some businesses act like their industry exists in a vacuum? Like if they just pretend the wider world doesn't exist, their audience will be perfectly content consuming only their content forever?

Plot twist: Your audience lives on the internet. They have other interests, other fandoms, other obsessions. And the smartest subscription businesses? They tap into that instead of ignoring it.

Let me tell you about Tim Welch, a vocal coach who cracked this code and is having a blast on Youtube.

The vocal coach who became a reaction video sensation

Tim has been teaching singing for 25 years and has a big team of teachers in his Vocal Studio. He could easily fill his YouTube channel with before-and-after student videos, vocal technique tutorials, and performance clips.

Instead, he built an entertainment powerhouse.

Tim creates reaction videos where he breaks down songs from artists across every genre and continent. He explains vocal techniques, gasps over incredible ranges, and gets genuinely giddy when house music comes on. His videos are pure joy to watch.

But here's the genius part: His audience suggests the songs.

Quick gut check: When was the last time your audience actively participated in creating your content?

Why this strategy is subscription business gold

Think about what Tim has created:

• Engaged community: His fans check in weekly to see if he's reacted to their recommendation
• Active participation: People geek out in comments, sharing insider knowledge about artists
• Viral potential: When he reacts to popular artists, their massive fanbases discover his channel
• Endless content ideas: No more staring at blank content calendars

And the monetization? Multiple streams:

• Ad revenue (this actually goes to the original artists due to copyrights but Tim always states he's happy with that)
• Sponsored content (brands love his engaged audience)
• Patreon (Tim promotes his Patreon, where he posts even more reaction videos)
• His vocal program (promoted in every video to pre-warmed fans)

The fandom intersection opportunity

Here's what Tim understood that most businesses miss: Your audience doesn't just care about your thing - they care about lots of things. When you show genuine interest in their other passions, you don't dilute your brand. You deepen the relationship.

Think about your own business:

• Fitness coach? React to workout scenes in movies or athletes' training routines
• Business strategist? Break down marketing campaigns or business moves in the news
• Food subscription? React to cooking shows or viral food trends

The key isn't random content - it's finding the intersection between your expertise and your audience's broader interests.

Why reaction content works for subscriptions

This strategy is particularly powerful for membership and subscription businesses because:

• It builds anticipation: People return regularly to see if you've covered their suggestion
• It creates ownership: Your audience feels invested in your content success
• It expands reach: You tap into existing passionate communities
• It humanizes your brand: You're not just an expert - you're someone who shares their enthusiasms

Tim's fans don't just watch his reactions - they become evangelists for his vocal program because he's shown genuine interest in their musical world.

The anti-echo chamber approach

Most businesses fall into "echo chamber marketing" - only talking about their own stuff to people who already know about their stuff. Tim took the opposite approach: he went where the passionate communities already were and brought value to their conversations.

Instead of asking "How do I get people interested in vocal coaching?" he asked "Where are music lovers already gathering, and how can I add value there?"

Your passionate fans have other passions too. Find the intersections, show up authentically, and watch your community grow from engaged to obsessed.

Stay curious!

P.S. Tim's reaction videos get way more views than traditional vocal coaching content. Sometimes the "indirect" approach to building your audience is the most direct path to growth.

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