How will you advertise it? Do you already have friends who want to use it?
Get a good, identifiable domain. You don’t want one of them to make a hit song, and get huge only to ditch your server because the domain sucks. You want something like citymusic.com. Or better yet, talk to the mayor and get city.com
“shittymusic.fire was a bad choice, this shit slaps.”
Disclaimer: I’ve never had a mastodon account.
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Authentication: who will have accounts? Artists and fans? How can you reduce spam accounts signing up? If you just have open sign-ups and trolls abuse it to mass spam other instances, they might defederate (Lemmy had this issue with a political troll).
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Always go through all the settings/configuration!
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if it’s within your means, decorate and personalize the place a little to match your purpose. I dont know how easy it is to do theming adjustments, even simole things like colour scheme. Especially since half the Mastodon sites all look the same.
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Have something of value. Why should people use your site instead of just twitter and facebook? What can you do that they don’t? Does your audience care about those things? I can talk about FOSS and privacy and security for days but most people don’t care about that enough to join a different site.
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