Advertising
Advertising

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.

    Advertising

    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.

    Advertising

    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.

    Advertising

    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.

      Advertising

      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

      More by this author

      Ryan Kh

      Infleuncer

      Always Fail to Solve Your Problems? Perhaps You’re Dealing With Problems That Never Exist Successful Entrepreneurs’ Secret Strategies to Maximize Benefits photography Life-Saving Instagram Tools For Photographers fun ways 4 Ways to Have Fun Losing Weight playlist 4 Smart Ways to Create an Awesome Playlist

      Trending in Lifestyle

      1 Can You Stop Depression from Damaging Your Brain? 2 How to Tap Into the Power of Positivity 3 Why You’re Feeling Tired All the Time (And What to Do About It) 4 42 Practical Ways To Improve Yourself 5 How to Practice Guided Meditation for Sleep to Calm the Mind

      Read Next

      Advertising
      Advertising
      Advertising

      Last Updated on May 15, 2019

      How to Tap Into the Power of Positivity

      How to Tap Into the Power of Positivity

      As it appears, the human mind is not capable of not thinking, at least on the subconscious level. Our mind is always occupied by thoughts, whether we want to or not, and they influence our every action.

      “Happiness cannot come from without, it comes from within.” – Helen Keller

      When we are still children, our thoughts seem to be purely positive. Have you ever been around a 4-year old who doesn’t like a painting he or she drew? I haven’t. Instead, I see glee, exciting and pride in children’s eyes. But as the years go by, we clutter our mind with doubts, fears and self-deprecating thoughts.

      Advertising

      Just imagine then how much we limit ourselves in every aspect of our lives if we give negative thoughts too much power! We’ll never go after that job we’ve always wanted because our nay-saying thoughts make us doubt our abilities. We’ll never ask that person we like out on a date because we always think we’re not good enough.

      We’ll never risk quitting our job in order to pursue the life and the work of our dreams because we can’t get over our mental barrier that insists we’re too weak, too unimportant and too dumb. We’ll never lose those pounds that risk our health because we believe we’re not capable of pushing our limits. We’ll never be able to fully see our inner potential because we simply don’t dare to question the voices in our head.

      But enough is enough! It’s time to stop these limiting beliefs and come to a place of sanity, love and excitement about life, work and ourselves.

      Advertising

      So…how exactly are we to achieve that?

      It’s not as hard as it may seem; you just have to practice, practice, practice. Here are a few ideas on how you can get started.

      1. Learn to substitute every negative thought with a positive one.

      Every time a negative thought crawls into your mind, replace it with a positive thought. It’s just like someone writes a phrase you don’t like on a blackboard and then you get up, erase it and write something much more to your liking.

      Advertising

      2. See the positive side of every situation, even when you are surrounded by pure negativity.

      This one is a bit harder to put into practice, which does not mean it’s impossible.

      You can find positivity in everything by mentally holding on to something positive, whether this be family, friends, your faith, nature, someone’s sparkling eyes or whatever other glimmer of beauty. If you seek it, you will find it.

      3. At least once a day, take a moment and think of 5 things you are grateful for.

      This will lighten your mood and give you some perspective of what is really important in life and how many blessings surround you already.

      Advertising

      4. Change the mental images you allow to enter your mind.

      How you see yourself and your surroundings make a huge difference to your thinking. It is like watching a DVD that saddens and frustrates you, completely pulling you down. Eject that old DVD, throw it away and insert a new, better, more hopeful one instead.

      So, instead of dwelling on dark, negative thoughts, consciously build and focus on positive, light and colorful images, thoughts and situations in your mind a few times a day.

      If you are persistent and keep on working on yourself, your mind will automatically reject its negative thoughts and welcome the positive ones.

      And remember: You are (or will become) what you think you are. This is reason enough to be proactive about whatever is going on in your head.

      Featured photo credit: Kyaw Tun via unsplash.com

      Read Next