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The Rise of Direct-to-Fan Marketing in the Music Industry

The Rise of Direct-to-Fan Marketing in the Music Industry

‘Direct-to-Fan Marketing’ is something of a new buzzword that, while not globally embraced yet, is noticing an increased use as the music industry as a whole recognises the importance of the artist as a marketing channel instead of a threat to its existence. It forms a robust and effective business model used by many independent musicians and music labels around the world. Below, we discuss further the rise of direct-to-fan marketing in the music industry.

What is direct-to-fan marketing?

The direct-to-fan marketing approach, as its name may suggest, is a way for musicians to appeal and market directly to their fans, without the need for a third-party or middle-man.

These middle-men may be large music labels or social media channels, and direct-to-fan marketing cuts these out and leaves complete control in the hands of the artists themselves. Direct-to-fan marketing has come about due to the collapse of the traditional royalty payment model and many music industry experts see the direct-to-fan approach continuing to rise and rise.

direct to fan marketing

    Direct-to-fan marketing is about appealing to the people the matter; the fans!

    Why do we need direct-to-fan marketing?

    Surely the best way to appeal to fans is to set up a Facebook page, build up a few likes and then post out some statuses right? Unfortunately, it’s not as easy as that. In the age of social media and connectivity, it’s easy to assume that setting up a social channel is the most successful way of discovering and servicing your user base.

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    While it might be the easiest route, it is certainly not the most successful route. Social media giants such as Facebook act as information gatekeepers, maintaining complete control over each and every person that likes a Facebook page. This means the page owner still has to go through them and pay advertising fees, each and every time to interact with their fan base.

    This is, of course, despite the fact that these users have come to an artist’s page purely to hear from them directly, and most likely because the artist drove them to their page in the first place.

    It is entirely fair to say that the Facebooks and the Twitters of this world do not have an artist’s best interests at heart. Success and revenue becomes measured in the number of likes that each page has. At the end of the day, they are advertising businesses so they can’t be blamed, but it skewers the way in which artists can interact with their fans.

    How can artists market to their fan base effectively without knowing who they truly are? If artists were able to engage with their users on a much deeper level, in a direct-to-fan way, they would know instantly what songs they do or don’t like, what merchandise they want to see on sale and how likely they are to buy tour tickets.

    Without a direct-to-fan approach, music artists are simply producing tracks, t-shirts, and booking venues without truly knowing how well they will appeal to their fans. By cutting out the middle-man, doing away with the needless control by those who don’t have a deep interest in their business and being able to properly engage with their fans, artists can establish much closer relationships between themselves an their fan base.

    Appealing to your “super fans”

    Direct-to-fan marketing isn’t something that every single “social media fan” is going to be interested in. Some fans will be happy to add a few new tracks from their favourite artists to their playlists on Spotify, and simply engage with them by listening to the new tracks on the way to work.

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    Other fans, super fans as they are often called, want to go much further than this. They want the new merchandise, the exclusive listens to new tracks, the tickets to the tour and even the chance to meet their favourite artists. These are the people that the direct-to-fan marketing business model was made for and the fans that spend money on merchandise, albums and tickets.

    A great example of a direct-to-fan marketing approach in the games industry that has had huge success is with the popular mobile game app Candy Crush, developed by King Digital Entertainment PLC. In the fourth quarter of 2014, Candy Crush had over 356 million unique monthly users, and yet only 8.3 million made any in-app purchases. And yet, they still pulled $263.8 million in from these 8.3 million users.

    How? By seeing who was making in-app purchases, they began to target these users with more deals and offers, enticing them in even further, resulting in the huge revenues for the fourth quarter of 2014.

    Now, this approach may seem a little shadier, having users spend more money simply by dangling deals in front of them. Direct-to-fan marketing in the music industry doesn’t have this ‘shady’ approach. It’s about music artists essentially having conversations with their super fans; finding out what merchandise and new music they want. Would they really buy a new t-shirt? If not, then artists can save on various costs as well as provide the fan what they really want.

    But it goes so much further than this. It’s not just about artists finding out what their fans like and selling to them; it’s about connecting with their super fans. Giving them exclusive access to what happens behind the scenes, giving fans exclusive new tracks or allowing them to meet the artist back stage. It’s a way for music artists to show their fan base that they care about them just as much as the fan cares about the artist and their music.

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    direct to fan marketing

      Direct-to-fan marketing is about getting music artists and fans closer together

      What can newer apps like GigRev and Bkstg do to solve the issue?

      There are new platforms and apps being designed such as GigRev, and Bkstg with direct-to-fan marketing in mind. Platforms like Facebook, Instagram, and Twitter are all brilliant platforms that go a long way in getting music artists and fans together. But they still create a wall between the two parties, with, as always, money being the issue. Even with Spotify, the money issue is far from solved, with music labels keeping roughly 70% of what an artist makes from streaming platforms. However, this is a different problem entirely.

      Apps such as GigRev have been created as private social platforms that bring artists and fans together. These platforms need to be given to the artists, and then the real musical magic can unfold! These platforms need not to sit on artists’ data, acting as gatekeepers and all-controlling slave drivers. Music artists need complete control over who they engage with and how they do it, therefore taking direct-to-fan marketing to a whole new level.

      Music artists are a lot more than just artists, they are businesses, having to adapt to new technologies and new fan desires weekly, and how can a business operate without knowing what its customers want? These new social platforms operate by knowing what music artists want, and they give artists a chance to connect with fans in a way that simply hasn’t been offered before.

      Many companies try and tackle the problem from a top-down approach by tackling the music labels first, but this isn’t going to solve anything. It needs to be done bottom-up, helping the ones who actually make the music and the ones who actually buy it; the music artists and their fans.

      Are there any drawbacks to direct-to-fan marketing?

      It will, of course, be a more time-consuming process by engaging with users more directly rather than leaving it in the hands of a third party. But this isn’t a drawback, simply another process that must be incorporated into a music artist’s business plan.

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      It’s easy to pay a marketing company to handle things for you, but they don’t know your brand like you do. You could let Spotify handle your promotions, but can they use the right language and approach that you would use? Probably not. The best and most successful companies are those that truly connect and engage with their user base because, let’s face it, who else are you selling to?

      How direct-to-fan marketing is changing the world

      An old, and now somewhat outdated notion, is that “if you build it, they will come”. Although this is a nice concept, things just don’t really work like that anymore. We live in a very rushed, “I want it now” culture, what with the ability of having everything at our fingertips, and you can’t rely on people sourcing you out in the way that they used to.

      The things that get talked about the most are the most successful advertising campaigns or the most viral tweets; things that have properly engaged with those that have viewed them. Direct-to-fan marketing is working in the same way in the music industry. By appealing to your user base, creating a unique group of super fans and, ultimately, selling content that has value, direct-to-fan marketing is sure to revolutionise the music industry in a way no other form of marketing has managed.

      Image credit: Nainoa Shizuru and CONTENTKRAFT

      Featured photo credit: Pexels via pexels.com

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      Ryan Kh

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      Last Updated on May 25, 2019

      20 Spaghetti Squash Recipes For Anyone Who Is Looking For Delicious, Healthy Comfort Food

      20 Spaghetti Squash Recipes For Anyone Who Is Looking For Delicious, Healthy Comfort Food

      Spaghetti squash is similar to cucumber. It has a shell which is difficult to pierce and this hard flesh surrounds a hollow cavity filled with seeds. When you cook this vegetable, the squash flesh falls away from the inner cavity and only the reminiscent of spaghetti remains. You can get surprised and delighted to see how this vegetable transforms with cooking.

      It can act as a great substitute to pasta. It tastes as delicious as the traditional pasta and is equally satisfying but healthier. It is gluten free and contains many nutrients like vitamin A, potassium and folic acid.

      This incredible vegetable can be boiled, baked or steamed. And, a lot of recipes can be prepared with spaghetti squash as the chief ingredient. I’m sure the following recipes will make your mouth water.

      Breakfast

      1. Spiced Coconut Squash Breakfast Porridge

      1

        This unconventional porridge, prepared for breakfast, is a perfect dish to start your day. The ingredients include spaghetti squash, organic coconut milk, ginger, coconut flour, maple syrup, cinnamon, sea salt and vanilla extract. It has a comforting and creamy texture and is best served with fresh fruit topping. (Click here for recipe)

        2. Egg and Avocado Spaghetti Squash Boats

        2

          If you’re looking for a light, healthy, gluten free, vegetarian breakfast then avocado spaghetti squash boats is the best option. Besides chopping the squash, breaking the egg and slicing the avocado, this recipe doesn’t require much effort in its preparation. It tastes amazing with egg yolk and salsa and has a rich decadent texture. (Click here for recipe)

          3. Spaghetti Squash Frittata for One

          3

            This frittata, if prepared perfectly, can be an excellent choice for a healthy meal. It is a combination of lots of spaghetti squash, a few white eggs, some red pepper for color and texture, few onions and garlic for flavor, and some fresh herbs for brightness. This dish is usually served large in size and tastes great with tomato sauce and bean balls. (Click here for recipe)

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            4. Ingredient Spaghetti Squash Brunch

            4

              It’s a fast and easy breakfast that contains a poached egg and feta on a pre-roasted pile of spaghetti squash bed. The yolk from the egg floods through the scraps of squash underneath. It almost tastes like an Italian pasta and the light crumble of feta adds more calcium and protein. (Click here for recipe)

              5. Spaghetti Squash Hash Browns

              5

                A very healthy take on hash browns in which spaghetti squash is used in place of potatoes and coconut oil in place of butter. This reduces stress, inflammation and starch, making it healthier than traditional hash browns. It helps lose water weight as well which is helpful for weight loss. The final product is fluffy on the inside but crispy on the outside. It is best served alongside some dippy eggs. (Click here for recipe and image source)

                Lunch

                6. Spaghetti Squash Chow Mein

                6

                  Spaghetti squash can not only replace Italian pasta but it can also replace the Chinese noodles. They are a delicious, satisfying dish, prepared by stirring and frying spaghetti squash with a rainbow of other vegetables along with a sweet smelling mixture of fish sauce, rice vinegar and soy. They are gluten free and grease free which makes them healthier. (Click here for recipe)

                  7. Parmesan Zucchini and Spaghetti Squash with Pine Nuts

                  7

                    This dish is a marvelous combination of garlic, spaghetti squash, parmesan, toasted pine and zucchini nuts. It’s super healthy, gluten free, full of vegetables and delicious. Tossed with olive oil, this dish meets all the dietary needs and is perfect for light lunch. You can also add some chicken to increase protein.  (Click here for recipe)

                     8. Spaghetti Squash with Mushrooms Parmesan

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                    8

                      Though spaghetti squash provides low calories, you can add meaty mushroom and a good amount of parmesan cheese to increase the amount of calories. It’s a healthy, full of flavor, vegetarian dish, and has cheap and easy ingredients which you can find in market. The final product is yummy and satisfying and can make your lunch, perfect.  (Click here for recipe)

                       9. Spaghetti Squash with Vegan Fire-Roasted Tomato Cream Sauce

                      9

                        A pile of roasted squash is flavored with a sauce made from five ingredients. The vegan fire-roasted tomato cream sauce is made from the mixture of tomatoes, cashews, basil, salt and water. This spicy sauce makes it more delicious and some small amount of basil adds fresh green color and flavor. (Click here for recipe)

                         10. Thai Peanut Spaghetti Squash

                        10

                          Most of the dishes listed here are either Mexican or Italian. This recipe however will give you a fresh Asian feeling. To prepare this, all you need are spaghetti squash and peanut sauce, then by adding some ginger, lime and vinegar you’ll get one of the most delicious recipes. The texture of this dish reminds you of heavenly beaches in Thailand. (Click here for the recipe)

                          Dinner

                          11. Spaghetti Squash Comfort Bowl

                          11

                            This is the perfect kind of bowl that you want to have on a cold evening, sitting on a couch and watching TV. You’ll enjoy its lightly steamed veggies, allspice beans, and the strands of squash as well. It feels creamy but doesn’t seem too heavy. It’s a great dish with intense indulgence, with our best spaghetti squash, the warm beans, and the comforting steamed veggies. (Click here for the recipe)

                            12. Spaghetti Squash Crust Pizza

                            12

                              As you already know, spaghetti squash is a great substitute for pasta, but this dish here shows how these chewy shreds can make a great stand-in for pizza. You can add anything like meat or veggies to the base which is bound with egg whites and flour. The end product is a great gluten free dish. (Click here for the recipe)

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                              13. Spaghetti Squash Fried Rice

                              13

                                Spaghetti squash works as a good substitute to the cauliflower as the base of a fried rice. This recipe includes almost all of the usual ingredients of a fried rice. With green onions, eggs, peanut oil, and some garlic, this dish gives a unique texture that you can never find in your local restaurants. (Click here for the recipe)

                                 14. Roasted Garlic Spaghetti Squash Lasagna Boats

                                14

                                  If you’re looking for something delicious for the winter evenings, you’ll get fond of these cheesy spaghetti squash boats. To lighten it up, it is filled with tomato sauce, cheese, chicken sausage, parmesan and ricotta. You can easily complete its arrangement ahead of time and bake it before dinner. (Click here for the recipe)

                                  15. Chicken Enchilada Stuffed Spaghetti Squash

                                  15

                                    This Mexican inspired dish has spaghetti squash as a serving bowl and inside it goes enchilada sauce, chicken, cheese, black beans and other veggies wrapped inside a corn tortilla blanket. You can also use spinach in place of the corn and black beans. Topped with sauce galore, this dish can be served as a family fun meal.  (Click here for the recipe)

                                    Dessert

                                    16. Sweet Spaghetti Squash Kugel with Apples and Raisins

                                    16

                                      If you can afford spaghetti squash, coconut sugar, some eggs and few other ingredients, then this dish must be your cheapest choice. This noodle is a delight in all seasons. The addition of some apples and raisins results in its fruity freshness. (Click here for the recipe)

                                      17. Spaghetti Squash Coconut Custard Pie

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                                      17

                                        With the fine sweetness from vanilla extract and coconut, this dessert can be a great hit among guests. The spaghetti squash drowns in an egg batter to make it lighter than a cream pie. You can play and experiment with the ingredients and see surprising results.  (Click here for the recipe)

                                         18. Spaghetti Squash Cake With Cream Cheese Glaze

                                        18

                                          This desert will be a delicious treat to those who are a fan of carrot cake. Spaghetti squash is a vegetable with pleasant taste, lending fiber, potassium and vitamins. So, if you drape it in cream cheese frosting, you will end with this mouth- watering cake. This dessert has so many health benefits and is also great for a Thanksgiving dinner. (Click here for the recipe)

                                           19. Spaghetti Squash Kheer

                                          19

                                            Kheer is a rice pudding made by boiling rice with cow milk and sugar. But this type of kheer replaces boiling rice with noodles swapped out of spaghetti squash and cow milk with coconut milk. By pouring some ghee, you can add necessary richness in it. It is healthier than traditional kheer and can act as a great dessert for your evenings. (Click here for the recipe)

                                             20. Cinnamon Spice Spaghetti Squash Cake

                                            20

                                              By now, you must be surprised by the versatility of spaghetti squash. But your best surprise will probably come after you finish preparing this cake. This cake is a game changer. You’ll have the taste of lots of veggies like cinnamon, allspice maple syrup and ginger, all inside a single cake.  It’s a perfect treat for picky eaters. (Click here for the recipe)

                                              Featured photo credit: Spaghetti Squash with Fire Roasted Tomato, Olive and Baby Spinach Sauce via commons.wikimedia.org

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