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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 November 20, 2020

      Kickstart Your Morning Workout With These 10 Simple Habits

      Kickstart Your Morning Workout With These 10 Simple Habits

      Benjamin Franklin said it like this: “Early to bed, early to rise, will make a man healthy, wealthy, and wise.” He knew from his own experiences and watching others that the ones who got up early were healthier and more successful. That’s why a morning workout can be so important.

      One 2017 study found that:[1]

      “after controlling for such factors as age, sex, smoking habits, and others…night owls, were found to have a 10 percent greater risk of dying from any cause compared to morning types.”

      This is a great reason to tap into some morning motivation and get your morning workout done.

      Circadian Rhythm for morning workout

        As you can see in the above graph, your blood pressure begins to rise between 6 and 7 in the morning[2]. That means this is a great time to get your body moving and your heart pumping, even if it’s just for 20 minutes of exercise in the morning. 

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        Here are some tips on how to find the motivation for a morning workout.

        1. Remember Your Why

        It starts with remembering why you want to get up for a morning workout. If you don’t set a goal and establish your reasons for accomplishing a health and fitness goal, then you definitely won’t get up early.

        Getting up early isn’t easy. If it were, everyone would do it, right? Your goal for your health and fitness must be so strong, and the WHY behind it must be so powerful, that nothing will stop you from accomplishing that goal.

        2. Go to Bed Early

        If you want to get up early for a morning workout, it’s going to be important to get to bed earlier. Falling asleep at midnight and trying to get up at six just won’t work in your favor.

        This will likely be very difficult for a few days while you adjust your sleeping habits. However, as you get into an exercise routine in the morning, this will naturally make it easier to fall asleep earlier and faster at night.

        3. Make a Commitment

        I sometimes tell my Facebook community of my plans to work out, and we all keep each other motivated by posting our runs, our workouts, etc. This is a way to develop accountability. By publicly announcing your intentions, you increase your chances of actually carrying out your plans.

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        Another way to do this is to find an accountability partner who has similar goals for morning workouts. You can check in with each other to make sure you’re sticking to your plans. If that doesn’t work, hire a personal trainer for a few weeks to get you started.  

        You can learn how to find a good accountability partner here.

        4. Find a Friend

        If you can find a friend that is motivated like you are, and you can hold each other accountable daily to working out, then you will accomplish your fitness goals. Many people prefer working out with friends to working out alone. Whether it’s a chat while hitting the treadmill at the gym, or having someone to spot you while weightlifting, working out with friends is sometimes just more enjoyable.

        Texting each other the night before with a simple statement is best. Don’t ask: “Are we still working out in the morning?” With this kind of question, if they were thinking about not working out, you just gave them an opt out.

        Make a statement instead: “Can’t wait to see you in the morning!” This implies that they will be there, and they will feel more obligated to show up.

        5. Treat Yourself

        We all have to treat ourselves every now and then. After a morning workout, plan to treat yourself with a colorful, healthy breakfast or a delicious morning smoothie. This will help you look forward to something and push through to the end of your workout.

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        You can learn more on rewards and punishments here.

        6. Change your Mindset

        Many people throw away the idea of a morning workout by simply saying, “I’m not a morning person.”  Instead of using this excuse, decide to try to become a morning person by shifting your mindset.

        When you look into the benefits of waking up early and getting some exercise in before your day starts, you’ll feel more positive about your life overall.

        7. Plan Your Day

        You know you’re going to be busy. Try time blocking to plan all the things you need to do on a given day, and make sure you add in your morning workout[3]. If you have a plan laid out, you’ll be more likely to follow it and get done everything on your list done.

        Time blocking

          8. Reflect on How You’ll Feel After

          Starting a morning workout is hard, but visualizing how you’ll feel after can help you find motivation. Think about the extra energy you’ll have and how proud you’ll feel knowing that you were already so productive. No matter what you do the rest of the day, at least you squeezed in your exercise!

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          For me, I live in an area where there are a lot of runners. When I am heading home in the evening or sitting out on the patio at one of my favorite restaurants, and I see the runners go by, it makes me feel so accomplished that I got mine in that morning and I can enjoy the evening.

          9. Lay out Your Workout Clothes

          Setting out your workout clothes the night before makes it impossible for you to start to run late because you couldn’t find something to wear. Tap into the determination you have before bed in order to convince your less-than-motivated morning self that you need to get up and get your morning workout in. When you wake up and see your outfit laid out next to you, it’ll push you to get up and get moving.

          10.  Set Multiple Alarms

          Many people miss their morning workout simply because they hit the snooze button so many times. In order to make this more difficult for yourself, set a series of alarms. That way, if you keep hitting snooze, you’ll have three or four alarms going off every ten minutes, which will be annoying enough to get you out of bed.

          Also, put one alarm at least a few feet from your bed so that you’re forced to get up to turn it off.

          Final Thoughts

          About three years ago I went from being the person that says I will never be an early riser to a person that loves to get the day started as soon as possible. Without the distractions that begin to come around 8 or 9 in the morning, you’ll find that you’re more productive and more likely to squeeze in that morning workout.

          Take some of the actions above and find the best morning workout routine to start your day and feel good.

          More Tips on Morning Exercises

          Featured photo credit: Tomasz Woźniak via unsplash.com

          Reference

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