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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 March 25, 2020

      How to Live Longer? 21 Ways to Live a Long Life

      How to Live Longer? 21 Ways to Live a Long Life

      When it comes to living long, genes aren’t everything. Research has revealed a number of simple lifestyle changes you can make that could help to extend your life, and some of them may surprise you.

      So, how to live longer? Here are 21 ways to help you live a long life

      1. Exercise

      It’s no secret that physical activity is good for you. Exercise helps you maintain a healthy body weight and lowers your blood pressure, both of which contribute to heart health and a reduced risk of heart disease–the top worldwide cause of death.

      2. Drink in Moderation

      I know you’re probably picturing a glass of red wine right now, but recent research suggests that indulging in one to three glasses of any type of alcohol every day may help to increase longevity.[1] Studies have found that heavy drinkers as well as abstainers seem to have a higher risk of early mortality than moderate drinkers.

      3. Reduce Stress in Your Life

      Stress causes your body to release a hormone called cortisol. At high levels, this hormone can increase blood pressure and cause storage of abdominal fat, both of which can lead to an increased risk of heart disease.

      4. Watch Less Television

      A 2008 study found that people who watch six hours of television per day will likely die an average of 4.8 years earlier than those who don’t.[2] It also found that, after the age of 25, every hour of television watched decreases life expectancy by 22 minutes.

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      Television promotes inactivity and disengagement from the world, both of which can shorten your lifespan.

      5. Eat Less Red Meat

      Red meat consumption is linked to an increased risk of heart disease and cancer.[3] Swapping out your steaks for healthy proteins, like fish, may help to increase longevity.

      If you can’t stand the idea of a steak-free life, reducing your consumption to less than two to three servings a week can still incur health benefits.

      6. Don’t Smoke

      This isn’t exactly a revelation. As you probably well know, smoking significantly increases your risk of cancer.

      7. Socialize

      Studies suggest that having social relationships promotes longevity.[4] Although scientists are unsure of the reasons behind this, they speculate that socializing leads to increased self esteem as well as peer pressure to maintain health.

      8. Eat Foods Rich in Omega-3 Fatty Acids

      Omega-3 fatty acids decrease the risk of heart disease[5] and perhaps even Alzheimer’s disease.[6] Salmon and walnuts are two of the best sources of Omega-3s.

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      9. Be Optimistic

      Studies suggest that optimists are at a lower risk for heart disease and, generally, live longer than pessimists.[7] Researchers speculate that optimists have a healthier approach to life in general–exercising more, socializing, and actively seeking out medical advice. Thus, their risk of early mortality is lower.

      10. Own a Pet

      Having a furry-friend leads to decreased stress, increased immunity, and a lessened risk of heart disease.[8] Depending on the type of pet, they can also motivate you to be more active.

      11. Drink Coffee

      Studies have found a link between coffee consumption and longer life.[9] Although the reasons for this aren’t entirely clear, coffee’s high levels of antioxidants may play a role. Remember, though, drowning your cup of joe in sugar and whipped cream could counter whatever health benefits it may hold.

      12. Eat Less

      Japan has the longest average lifespan in the world, and the longest lived of the Japanese–the natives of the Ryukyu Islands–stop eating when they’re 80% full. Limiting your calorie intake means lower overall stress on the body.

      13. Meditate

      Meditation leads to stress reduction and lowered blood pressure.[10] Research suggests that it could also increase the activity of an enzyme associated with longevity.[11]

      Taking as little as 15 minutes a day to find your zen can have significant health benefits, and may even extend your life.

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      How to meditate? Here’re 8 Meditation Techniques for Complete Beginners

      14. Maintain a Healthy Weight

      Being overweight puts stress on your cardiovascular system, increasing your risk of heart disease.[12] It may also increase the risk of cancer.[13] Maintaining a healthy weight is important for heart health and living a long and healthy life.

      15. Laugh Often

      Laughter reduces the levels of stress hormones, like cortisol, in your body. High levels of these hormones can weaken your immune system.

      16. Don’t Spend Too Much Time in the Sun

      Too much time in the sun can lead to an increased risk of skin cancer. However, sun exposure is an excellent way to increase levels of vitamin D, so soaking up a few rays–perhaps for around 15 minutes a day–can be healthy. The key is moderation.

      17. Cook Your Own Food

      When you eat at restaurants, you surrender control over your diet. Even salads tend to have a large number of additives, from sugar to saturated fats. Eating at home will enable you to monitor your food intake and ensure a healthy diet.

      Take a look at these 14 Healthy Easy Recipes for People on the Go and start to cook your own food.

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      18. Eat Mushrooms

      Mushrooms are a central ingredient in Dr. Joel Fuhrman’s GOMBS disease fighting diet. They boost the immune system and may even reduce the risk of cancer.[14]

      19. Floss

      Flossing helps to stave off gum disease, which is linked to an increased risk of cancer.[15]

      20. Eat Foods Rich in Antioxidants

      Antioxidants fight against the harmful effects of free-radicals, toxins which can cause cell damage and an increased risk of disease when they accumulate in the body. Berries, green tea and broccoli are three excellent sources of antioxidants.

      Find out more antiosidants-rich foods here: 13 Delicious Antioxidant Foods That Are Great for Your Health

      21. Have Sex

      Getting down and dirty two to three times a week can have significant health benefits. Sex burns calories, decreases stress, improves sleep, and may even protect against heart disease.[16] It’s an easy and effective way to get exercise–so love long and prosper!

      More Health Tips

      Featured photo credit: Sweethearts/Patrick via flickr.com

      Reference

      [1] Wiley Online Library: Late‐Life Alcohol Consumption and 20‐Year Mortality
      [2] BMJ Journals: Television viewing time and reduced life expectancy: a life table analysis
      [3] Arch Intern Med.: Red Meat Consumption and Mortality
      [4] PLOS Medicine: Social Relationships and Mortality Risk: A Meta-analytic Review
      [5] JAMA: Fish and Omega-3 Fatty Acid Intake and Risk of Coronary Heart Disease in Women
      [6] NCBI: Effects of Omega‐3 Fatty Acids on Cognitive Function with Aging, Dementia, and Neurological Diseases: Summary
      [7] Mayo Clinic Proc: Prediction of all-cause mortality by the Minnesota Multiphasic Personality Inventory Optimism-Pessimism Scale scores: study of a college sample during a 40-year follow-up period.
      [8] Med Hypotheses.: Pet ownership protects against the risks and consequences of coronary heart disease.
      [9] The New England Journal of Medicine: Association of Coffee Drinking with Total and Cause-Specific Mortality
      [10] American Journal of Hypertension: Blood Pressure Response to Transcendental Meditation: A Meta-analysis
      [11] Science Direct: Intensive meditation training, immune cell telomerase activity, and psychological mediators
      [12] JAMA: The Disease Burden Associated With Overweight and Obesity
      [13] JAMA: The Disease Burden Associated With Overweight and Obesity
      [14] African Journal of Biotechnology: Anti-cancer effect of polysaccharides isolated from higher basidiomycetes mushrooms
      [15] Science Direct: Periodontal disease, tooth loss, and cancer risk in male health professionals: a prospective cohort study
      [16] AHA Journals: Sexual Activity and Cardiovascular Disease

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