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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 January 17, 2019

      8 Simple Mindfulness Exercises to Bring Peace and Happiness to Your Life

      8 Simple Mindfulness Exercises to Bring Peace and Happiness to Your Life

      In life, we all need to be conscientious of what we are doing. You don’t need to live a life of stress if you don’t want to. You can achieve peace and happiness in life by carefully building mindfulness exercises into your life’s routine.

      Exercising mindfulness isn’t rocket science and as importantly, you can do it. It will, however, take a few tries to get into the groove of things but once you get it, it is like riding a bike, you will never lose it.

      Trust me. It’s in your best interest to learn and put these mindfulness exercises into practice. In this article, I will share with you 8 mindfulness exercises that will help you to boost your energy, vitality and live a more peaceful and happier life.

      Why Is It Hard to Live A Peaceful And Happy Life?

      Our Habitat Has Become Too Technological

      The world has accepted the idea that technology is often the cure for all evil. We have accepted, as a society, that everything technological will make us live a better life without fully investigating the many side effects that modernity brings.

      There are a number of technological side effects that have a tremendous impact on your life that the media rarely tells you about.[1] Some of them include self-harm, economic inequality, having less sex, and even suicide. The global community is becoming less happy because of technology.

      How can anybody live a peaceful and happy life when they are depressed? Technology advancements, ladies and gents, is a major reason for why we are living a poor life because it has infiltrated our lives too much.

      According to my research, Americans spend an average of 8 hours a day looking at the computer screen — The average screen time spent on smartphones alone is about 20 hours per week. That’s a lot! No wonder why living a happy and peaceful life is so difficult these days.

      Too Many People Don’t Want to Unplug

      Americans check their phones an average of 80 times during vacation.[2] Some admit to checking their smartphones 300 times every single day. In countries like Brazil, India and China, the situation is no different.

      The reality is that people are constantly plugged into technological devices and this behavior is literally making people all over the globe fight an inner war with themselves, which consequently makes them very sad. As we know, war is the enemy of peace which won’t make anybody happy.

      Listen carefully:

      We have a global anxiety epidemic because people don’t want to unplug from their smartphones and most people aren’t doing anything to fix it. It is a sad state of affairs but very real. This obsession with technology is turning us into perishable robots who live terrible lives.

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      The era of anxiety is here to stay. There is little doubt about it. We can, however, fight back with the best remedy of all — We call it mindfulness!

      Thank God there is an antidote to this whole technological madness. Without further ado, let’s go straight to the mindful exercises.

      8 Mindfulness Exercises to Start Practicing

      There are tons of mindfulness exercises available for you to engage with out there.[3] In the paragraphs below, I will include the best ones I’ve personally tried or have seen my close friends and family members try.

      Are you ready for it? Let’s go!

      1. Pray Daily

      You should pray on a daily basis. Why is that you may ask — Well, because science has told us to do so.

      When people pray, they feel peaceful, almost eliminating anxiety. Worries become secondary, and often gives people energy and hope to cope with the difficulties of life.

      Prayer can make you more confident and focused. Prayer also helps you with self-control, helps to control pain, and can protect you against illnesses and disorders like cancer and high blood pressure. At least, this is what researchers from Harvard Medical School have said.[4]

      Pray. You won’t regret it.[5]

      2. Pay Attention to Your Inner Thoughts

      A lot of people allow themselves to be influenced by their negative thoughts. Be different and resist believing in them. It is a bad habit that can lead to unhappiness.

      By the way, if you do feel this way, chances are high that somebody other than you put these thoughts into your head.

      Here is my secret to combat this cancer — look at things objectively. I bet that if you look at things as they are, you will realize that most if not all of your negative thoughts are only inside of your head.

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      If you pay close attention, you will quickly realize that these voices aren’t worth your time. Believe me — Ignoring them and looking at things with objectivity is often the best course of action.

      This article can guide you to beat negative thoughts:

      How to Stop Automatic Negative Thoughts When You’re Overwhelmed

      3. Smile Often

      Smiling will slow down your heart. It will also relax your body because when you smile, your body releases endorphins which in itself has a number of positive benefits for you as a person.

      Smile often! You may want to smile early in the morning, during the day, and late in the evening. It is amazing what happens to you when you decide to smile instead of being grumpy.

      Surrender your problems to a nice smile. You will notice two things. First, most people just don’t which makes them live a miserable life. Second, if you decide to smile often, you will eventually smile unconsciously which is the ideal.

      The moment that you smile unconsciously, you then know that you are truly happy.

      4. Organize Your Working Desk

      A messy desk will make you less productive and can agitate and overstimulate you. You don’t want that.

      When you clear your desk, you engage in deep inner-thinking and your systematic decision making ends up becoming therapeutic.

      Most people realize that they are most creative when their creative space is clean and organized. The former often makes people more aware of what they are doing which lends to less stress and more productivity.

      Organizing your desk will also make you more energetic and focused because order often decreases chaos which is a condition that often slows down daily progress.

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      5. Celebrate Your Friend’s Victories

      I love this mindful exercise. One of the best ways to live a happy and peaceful life is to celebrate the victories of others. When you do that, you automatically make your friends in a better mood which makes you in a better mood, as well.

      Happiness is contagious! We might as well celebrate others as much as we can. If you find out that your peer has won an award, celebrate with him! If your friend is the recipient of a local charity award, celebrate with her!

      What is also awesome is that when you celebrate with others, they often celebrate with you in return. This, ladies and gentleman, will make you feel fantastic. You can’t go wrong with this one, period.

      6. Listen to Your Spouse/Partner

      God put someone in your life for a reason. You might as well listen to him or her.

      I listen to my wife everyday. In fact, I often ask the following question to her, “Amanda, what are your thoughts about…” or “What am I missing about…” It is shocking what I hear back from her. Without her having much context and perspective, by the art of observation in my own nonverbal behavior and the behavior of others, she accurately gives me incredible insights which helps me out with living my life to the fullest.

      I’m a firm believer that spouses are supposed to engage in interpersonal communication every day. I most definitely do and will continue doing it. You should do the same.

      7. Give Yourself a Break from Technology

      You can’t be in total equilibrium if your computerized devices control your life. You must get away from technology on a daily basis.[6]

      How do you do that? This is my formula:

      First, take this smartphone control test. It is only ten questions but this test will place you somewhere in the human robot cycle continuum.

      If your score is between 25-30, take a break from the computer (or smartphone, pad, laptop/desktop) every twenty minutes and stop being on a computerized device after 8:00pm.

      If you score between 30-35, still take a break every 20 minutes but stop being on these devices at 5:00pm.

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      If you score more than 35, you need to take action immediately.

      Limit computer use as much as possible throughout the day. Give yourself as many breaks from the computer as possible. Are you ready for the challenge?

      8. Go Exercise

      Go exercise at least three times a week. I don’t care if you need to workout early in the morning, late in the evening, on the weekends or during work days. Working out is absolutely imperative for you to live happy and peaceful life.

      The stresses of the modern world are too much for you to neglect this important mindfulness exercise. When you go to the gym, you burn calories, focus on activities one step at a time, your mind relaxes, anxiety decreases, you sweat and often think about topics unrelated to your work place among many other benefits.

      You must exercise at least three hours each week for optimum results. Why? Just take a look at all the benefits of regular exercising:

      12 Benefits of Regular Exercise You Should Know

      The Bottom Line

      It’s in your best interest to learn and put these mindfulness exercises into practice. Now that our habitat has become too technological and many people just don’t want to unplug, engaging in daily prayer, celebrate your friends’ victories, and listening to your spouse are among the best ways to be mindful about what you are doing and how you are living.

      It is possible to live a happy and peaceful life. It only depends on you.

      Go exercise! Take a break from technology and invest in you! Life is too short for distractions.

      More Resources About Mindfulness

      Featured photo credit: Lesly Juarez via unsplash.com

      Reference

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