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

      15 Exercises To Improve Intimacy and Create a Better Relationship 210 Benefits of Deadlifts You Probably Never Knew 311 Benefits of Almond Milk You Didn’t Know About 425 Truly Amazing Places To Visit Before You Die 511 Benefits of Drinking Lemon Water (And How to Drink It for Good Health)

      Read Next

      Advertising
      Advertising

      Last Updated on August 13, 2018

      5 Exercises To Improve Intimacy and Create a Better Relationship

      5 Exercises To Improve Intimacy and Create a Better Relationship

      Making love can be simultaneously the most pleasurable and the most stressful experience that we share with another human being. It is a natural conclusion of the ritual of intimacy we engage in with a person we find attractive on both a physical and psychological level. Yet, we are far removed from our animalistic roots, and that which was once a matter of instinct has become somewhat complex. This is a good thing; we have grown as a society, and there are many factors involved when it comes to the relationship between sexual partners. However, we have also lost a great deal of the physical prowess our primitive ancestors had.

      They engaged in a huge amount of physical activities daily — activities that ensured their cardiovascular system and muscles were in great shape, which allowed them to have healthy libidos, strong erections, and the muscular strength, limberness and endurance to maintain different positions for a long time without getting exhausted. Luckily, we can regain some of these animalistic traits with the right kind of training. Here are some essential exercises that will help improve your relationship, but making you more confident in intimate settings, which means that you’ll have more satisfying intercourse.

      Don Juan

        1. Cardio for Stamina

        If you’re out of shape, the first thing you’ll notice during intercourse is that you start to breathe heavily, sweat profusely and tire easily. This means you’ll have to shift your posture frequently and limit yourself to a few positions you feel comfortable with or significantly slow down the pace. A high BMI has also been linked to potential problems with erectile dysfunction. Cardiovascular exercises like running, jumping rope, swimming and cycling will build up your aerobic stamina and enable you to perform longer before becoming fatigued, thus having better intercourse. They’ll also help manage your weight, possibly helping performance.

        Advertising

        Triathlon symbol
          • Running – 10-20 minutes a day (1-3 miles a day is more than enough)
          • Jumping rope – 5-20 minutes a day
          • Swimming – 30 minutes a day
          • Cycling – 30 minutes a day

          The time in minutes denotes time spent actively performing the exercise, and you need to factor in a bit more time for warming up before and cooling down after the exercises.

          These exercises can be performed every day or every other day, and the goal is to work on both endurance and speed. Don’t just go at a snail’s pace; constantly try to improve your time or add some mileage.

          2. Strength-Training for Your Lower Body and Core

          The next thing you’ll need to focus on is improving both the strength and muscular endurance of the hip flexors, abdominals and spinal erectors. These are the muscles engaged in thrusting and circular motions, and they also stabilize your body in a number of different positions. The legs also play an important role, particularly in standing and kneeling positions. Here are a few exercises that will help you strengthen up this area:

          Barbell squats
            • Heavy barbell squats – set up at a power rack at the gym and make sure you use proper form and weights that you can lift 3-8 times. Do this exercise before anything else in the gym for 4-5 sets to get big and powerful legs, as well as tighten up the muscles of the core. This is useful for both men and women, particularly if you enjoy the woman-on-top positions and standing positions. You can do hack squats on the machine if your gym lacks a power rack, but you won’t get the core-strengthening benefits

            Advertising

            Zercher squat
              • Zercher squatsthis type of squat is a perfect way for guys to strengthen their body for standing positions where the woman is lifted off the ground. Build up a foundation of strength first, and then use lighter weights and go for 10-12 repetitions to focus on muscle endurance.

              Glute bridge
                • Glute bridgethis exercise is great for working the glutes and hip thrusters, and should be done for ultra-high reps —up to 100 — to increase muscle endurance. Once you become stronger in this movement, you can upgrade to the barbell glute bridge and keep the reps high — around 10 to 15.

                Hyperextensions
                  • Hyperextensions – excellent for strengthening the spinal erectors, this exercise (or a variation of it) may be done in most gyms and even at home. Do 2 to 3 sets of 10 to 12 repetitions at the end of your workout.

                  Ab wheel rollout
                    • Ab wheel rollout – this is a great exercise for strengthening the abs, and requires only a piece of inexpensive equipment. It will help you stay stable and hold positions longer without getting tired during intercourse. Do three sets of this workout for as many repetitions as you can.

                    Cross body crunch
                      • Cross body crunchthis exercise improves your ability to perform explosive twisting motions, particularly good for improving your stamina in the spoon position where you’e lying on your side. Do 2 to 3 sets of this exercise at the end of your workout.

                      Incorporate these exercises into your routine 2 to 3 times a week.

                      Advertising

                      3. Upper-Body Strength Training

                      Upper-body strength plays an important role in many popular sex positions where the arms are used to provide a stable base or hold onto the partner. These including missionary, doggy style, the stand and carry (with the woman holding onto the man’s neck) and others. Use these simple exercises to improve upper body strength and endurance:

                      Plank exercise
                        • Plank – while bench pressing is great for building a big chest, you will find yourself in need of static strength, muscle endurance and a strong core. This exercise is a great way to increase the amount of time you are able to hold positions that require you to support yourself with your arms. For added difficulty, straighten out your arms like at the top of a pushup and hold as long as you can.

                        Close grip pushups
                          • Close pushups – a pushup variation that focuses on triceps, which are the first to give out during a prolonged missionary or similar position. Go for very high reps, 20 t0 50, to work on muscle endurance.

                          Chin ups
                            • Chin-ups – A great upper back and biceps builder, this exercise will also target the core if you try to be as straight as possible when lifting yourself up. You can jump to help make things easier, or just hold as long as you can if you aren’t strong enough to perform a single chin up. Do 3 to 4 sets for as many reps as you can.

                            These exercises, done about three times a week, will help you develop a strong upper body that can keep going and hold you up for extended periods of time.

                            Advertising

                            4. Pelvic-Floor Exercises

                            You don’t have to perform these at the gym, although you could do them after your workout without anyone even noticing. The idea behind Kegel exercises is to improve blood flow to the sex organs and strengthen the muscles of the pelvic floor in both men and women. By locating these muscles and tightening and relaxing them for intervals of 5 seconds for 10 to 15 repetitions at a time, several times a day, you can improve pleasure and performance during sex. Women can tighten their vaginal walls for increased pleasure to both them and their partner, while men can delay ejaculation by tightening these muscles.

                            5. Flexibility Moves for Legs and Hips

                            Lion stretching

                              If you want to avoid getting cramps — or even worse, pulling a muscle during intercourse — you should do a few simple stretches every day. The more limber you are, the more comfortable you’ll be with more exotic poses. Here are a few simple stretches to improve hip and leg flexibility:

                              Take a few minutes to warm up with some light running or jumping jacks before stretching, and spend some 10 minutes on these stretches. You can do them in the morning and at night, or shortly before intercourse.

                              With just a few hours a week devoted to exercise, you can improve your relationship significantly. If you focus on these exercises, over time, you just might become dynamite in bed.

                              Read Next