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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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      Last Updated on November 11, 2019

      How to Improve Memory and Boost Your Brainpower

      How to Improve Memory and Boost Your Brainpower

      Have you ever noticed that some people are able to effortlessly remember even the most mundane details and quickly comprehend new things? Well, you can too!

      To unlock the full potential of your brain, you need to keep it active and acute. Wasting time on your couch watching mindless television shows or scrolling through facebook is not going to help.

      Besides getting out flashcards, what can you do to help remember things better and learn new things more quickly? Check out these 10 effective ways on how to improve memory:

      1. Exercise and Get Your Body Moving

      Exercising doesn’t just exercise the body, it also helps to exercise your brain. Obesity and the myriad of diseases that eventually set in as a result of being overweight can cause serious harm to the brain.

      Furthermore, without regular exercise, plaque starts to build up in your arteries, and your blood vessels begin to lose the ability to effectively pump blood. Plaque buildup leads to heart attacks and it also reduces the amount of oxygen and nutrients that your blood carries to your brain. When the nutrients don’t make it there, the brain’s ability to function is compromised.

      To prevent this from happening, make sure you get moving every day. Even if it’s just a brisk walk, it’ll help you maintain and increase your mental acuity. Brisk walking, swimming and dancing are all excellent activities. Take a look at these 5 Ways to Find Time for Exercise.

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      2. Eliminate Stressors and Seek Help If You’re Depressed

      Anything that causes you major stress, like anger or anxiety, will in time begin to eat away the parts of your brain that are responsible for memory. Amongst the most brain-damaging stressors is depression, which is actually often misdiagnosed a a memory problem since one of its primary symptoms is the inability to concentrate.

      If you can’t concentrate, then you might feel like you are constantly forgetting things. Depression increases the levels of cortisol in your bloodstream which elevates the cortisol levels in the brain. Doctors have found that increased cortisol diminishes certain areas of the brain, especially the hippocampus which is where short-term memories are stored.

      Prolonged depression can thus destroy your brain’s ability to remember anything new. Seek professional help to combat your depression – your brain will thank you.

      3. Get a Good Night’s Sleep and Take Naps

      Getting a consistent 7 to 8 hours of sleep each night will increase your memory. During sleep, the brain firms up memories of recently acquired information.

      Getting enough sleep will help you get through the full spectrum of nocturnal cycles that are essential to optimal brain and body functioning during the waking hours. Taking a nap throughout the day, especially after learning something new, can also help you to retain those memories as well as recharge your brain and keep it sharper longer.

      4. Feed Your Brain

      Fifty to sixty percent of the brain’s overall weight is pure fat, which is used to insulate its billions of nerve cells. The better insulated a cell is, the faster it can send messages and the quicker you will be thinking.

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      This is precisely why parents are advised to feed their young children whole milk and to restrict dieting – their brains’ need fat to grow and work properly. Skimping on fats can be devastating even to the adult brain.

      Thus, eating foods that contain a healthy mix of fats is vital for long-term memory. Some excellent food choices include fish (especially anchovies, mackerel and wild salmon) and dark leafy green vegetables. Here’re more brain food choices: 12 Foods that Can Improve Your Brain Power

      Deep-fried foods obviously contain fat but their lack of nutritional value is not going to help your brain or your body, so think healthy foods and fats.

      5. Eat Breakfast and Make Sure It Includes an Egg

      According to Larry McCleary, M.D., author of  The Brain Trust Program, an egg is the ideal breakfast. Eggs contain B vitamins which help nerve cells to burn glucose, antioxidants that protect neurons against damage; and omega-3 fatty acids that keep nerve cells firing at optimal speed.

      Other foods to add to your breakfast include fruits, veggies and lean proteins. Avoid trans fats and high fructose corn syrup. Trans fats diminish the brain cells’ ability to communicate with each other and HFCS can actually shrink the brain by damaging cells.

      Having a healthy breakfast in the morning has been shown to improve performance throughout the day. If you’re too busy to have a healthy breakfast, this maybe just right for you: 33 Quick And Healthy Breakfasts For Busy Mornings

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      6. Write it Down

      If there’s something you want to remember, writing it down can help.

      It may sound like a no-brainer, but do you really know why? Writing it down creates oxygenated blood flow to areas of your brain that a responsible for your memories and literally exercises those parts of it. Here’s How Writing Things Down Can Change Your Life.

      You can start a journal, write yourself emails or even start keeping a blog – all of these activities will help to improve your capacity to remember and memorize information.

      7. Listen to Music

      Research shows that certain types of music are very helpful in recalling memories. Information that is learned while listening to a particular song or collection can often be recalled by thinking of the song or “playing” it mentally. Songs and music can serve as cues for pulling up particular memories.

      8. Visual Concepts

      In order to remember things, many people need to visualize the information they are studying.

      Pay attention to photographers, charts and other graphics that might appear in your textbook; or if you’re not studying a book, try to pull up a mental image of what it is you are trying to remember. It might also help to draw your own charts or figures, or utilize colors and highlighters to group related ideas in your notes.

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      Here, you can learn How to Become a Person Who Can Visualize Results.

      9. Teach Someone Else

      Reading material out loud has been shown to significantly improve memory of the material. Expanding further upon this idea is the fact that psychologists and educators have found that by having students teach new concepts to others, it helps to enhance understanding and recall.

      Teach new concepts and information to a friend or study partner, and you’ll find you remember the information a lot better.

      10. Do Crossword Puzzles, Read or Play Cards

      Studies have shown that doing crossword puzzles, read or play cards on a daily basis not only keep your brain active but also help to delay memory loss, especially in those who develop dementia.

      So pick up the daily newspaper and work on that crossword puzzle, read a book or enjoy a game of solitaire.

      Pick one to two of these tips first and start applying them to your everyday life. Very soon you’ll find yourself having better memories and a clearer head!

      More About Boosting Memory

      Featured photo credit: Pexels via pexels.com

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