Having worn a few different hats in this industry from some time now, I have come to learn many things, about music, the business of music, and life in general. If I had to choose the biggest thing I have learned, it would be the power of connection. As an artist, connecting with your fans, and your listeners, are what ensure your success. As someone behind the scenes in music, connecting with people is also what makes my job successful....whether it is artists, fans, agents, promoters, bookers, labels, etc. I have been fortunate to have the opportunity to work with some very savvy business people throughout my career who have taught me a lot about how to make those connections, and how to make them meaningful, and it is something I consciously strive to do at any opportunity I get. This week I want to focus on the connection between an artist and their listeners and fans. We'll discuss ways for managers to connect with other industry personnel next month.
How well are you connecting with your audience? Your audience is comprised of both listeners and fans. Some people may be hearing you for the first time, and how well you connect could determine if they become a fan.In random order here are several ways to build a meaningful connection with your fans:
1. Be nice to fans
a. Being kind will go a long way, and it takes just as much time to be nice as it does to be rude. When you get off stage don't rush over to your girlfriend/boyfriend or retreat backstage and act like a Diva. Walk around and thank your fans for coming...do the presidential thing and shake hands and kiss babies. Remember that these fans are the reason you have the opportunity to get on stage and perform, and be thankful for their effort to come out.
2. Be nice to venues (managers, owners, bartenders, sound engineers, security)
a. The quickest way to ensure no future bookings at a club is to be rude to the staff. Make sure that you are always professional and polite with all staff members, from door guys to bartenders as they often have input on which band comes back and which does not. Remember to say please and thank you. Be respectful of a venue's rules. Set up on stage quickly and break down quickly. Introduce yourself to the manager on duty as soon as you arrive, prior to even bringing in any equipment so that you can confirm where they'd like you to set up and when. One idea that has worked well for our bands in the past at higher profile shows is to tip the sound engineer. So few bands do that, and it is a much-appreciated gesture. I also generally send thank you notes to the venue after a show, and even to the sound engineer in the case of a bigger show (such as 9:30 club). I'll send a gift if appropriate also. Little gestures like that go a long way in building a relationship with the folks who can offer your band return booking opportunities.
3. Blog!
a. Fans are infinitely curious about rock stars. Let them get to know the real you, the person who isn't on stage. Share with them funny show stories, or even info about non-music stuff. The more they feel they know you, the closer they feel to your music. A daily, or weekly blog drives constant traffic to your site and gives you more chances to promote your music/shows/merch/etc.
4. Put up a fan site
a. Make a special MySpace page, or part of your website, dedicated to your fans! Post fan photos here, and info on contests, and exclusive recordings, etc. Give them a place to talk about how much they love your band!
5. Create a street team
a. Take the fan site one step further and create a Street Team site. Invite fans who express an interest to really become a valuable part of your team by helping you with many things such as promotion. Find a responsible super fan to manage the team, and meet with him or her to discuss the priorities for the band and what specifically you need street team help with. Help them recruit members who really want to do what they can to help you succeed. Start small! It is far better to have one or two really dedicated members who actually work for you, then to have 100 who do nothing. It's about quality, not quantity. Make sure you are always offering incentives to these members. They should be guest listed at any show they really promote, and if you are not afforded a guest list spot then the band should pay for the cover charge. Have special parties for the street team. Invite some of them in to meetings to discuss the strategy of the planning for the band- they likely have some great ideas!
6. Tour Diary
a. When you are away on tour make sure you connect with your fans at home as often as you can. A great way to do this is by posting an online tour diary. Give a shout out to new fans you meet in new cities...talk about funny tour stories (bonus if you add photos!) and just share your experience on the road for those who can't be there. It continues to drive traffic to your site as people anticipate your next road adventure.
7. Discussion Board
a. Have a discussion board/forum on your website to encourage interaction between the band and fans and between fans themselves. Your fans will develop a community and make friends which makes going to shows even more fun!
8. Be accessible (and everywhere!)
a. Go out and support other artists' shows. Let fans get to know you when you are offstage. Networking with other bands and fans is a great way to help build support for your band. Invite your fans to hang out with you at another show they will love the opportunity to see you someplace besides your show. Use some of the latest technology like Twitter to keep fans aprised of your current status.
9. Host pre or post-performance events
a. Give fans an extra incentive to come to a show by hosting them at a party/BBQ/etc before or after the performance. This also helps them feel extra-connected to the band, as they are in the inner-circle. It also allows fans to caravan to shows that might be a little far away.
10. Have raffles
a. Offering fun prizes at a raffle is a great way to offer incentive to fans to come out, and get to shows early. It also can help in giving the press something to write about. One great idea for a big show such as a CD release is to give away an iPod with the new record already loaded on, and the band's name engraved on the back. You can give everyone who comes through the door a free ticket, or the first 100 people, and you can give an extra ticket with every piece of merch sold. Just before your set, or halfway through, draw the ticket from stage and call the lucky fan up to get their new prize!
11. Utilize your mailing list
a. Use your mailing list to promote for events, but make it fun, and don't send too many email blasts. Once a month send a newsletter catching everyone up on the latest news/show schedule/etc. Keep your mailing list Database organized in a program like Excel so you can sort by age (Make sure you ask fans if they are 18 and under, 18-20, or 21+) and also location�that way you can target NYC fans when you are playing NYC, or all-ages fans when you are playing an all-ages venue. Ask people for their mailing address- people love to get mail! Send them a postcard next time you are out on tour. I'll never forget the postcard I got from Andy Zipf () while he was on tour in Chicago. I had donated to his tour fund, nothing big�maybe $20, and he wrote to thank me for my support. I've probably told that story 100 times�which is continued promotion for him, and I'll likely tell it 500 more times. All for the cost of a 50-cent postcard and 27-cent stamp. I'm a fan for life! (and his music rocks!)
12. Give autographed photos
a. Most bands have press photos (and if you don't, you should make this a priority! While we're on that subject NO photos standing against a brick wall, but we'll cover that in a later article!) A very inexpensive way to thank your street team members or super fans is to have these photos duplicated (costs $2 or so for an 8x10 at WalMart) and frame it (also $2 at WalMart) after the band signs it. Value of this gift to said fan: priceless. Include a thank you card thanking that fan personally for all their support. Wrap it and give to them at a special pre or post-performance gathering, maybe in the green room at a special show, or backstage. (something fun and exclusive!)
13. Learn to take criticism
a. Sometimes fans, and especially industry people, are not shy about offering their opinion on anything related to your music, especially if they did not like something. Value feedback like this so you can grow and learn. Welcome it, and even solicit it, especially from industry people who catch a show. By asking for constructive criticism or feedback in general you are continuing to build a relationship with these people and it allows for an exchange of conversation. This industry is built on relationships and the more you have, the better your chances for success.
14. Design your merch with your fans in mind, Consider what THEY like, not just what YOU like.
a. If your band is all guys, and the majority of your fanbase is 16-21 year old girls, then ask some of those girls what kind of t-shirts they like to wear, and more importantly, buy, as you might not know. As a girl, I won't buy a band's shirt unless it is specially cut for a girl. Think about who your target audience is. Do you have a lot of all-ages fans? Make sure you get youth sizes. Think consciously about the size of shirts you may need. You might need XL/XXL or extra SMALL shirts, and you might not.
15. Holiday Cards
a. Sending holiday cards are a great way to connect with fans, venues, agents, promoters, and other industry people you have met throughout the year. Even better is to be the first to send a card- many people remember the first card they get of the season, not as much when they've received 100 and it's the day before Christmas. Since you may not know what holiday everyone celebrates stay safe with "Happy Holidays" or "Seasons Greetings". If you do know that a particular fan/contact celebrates something specific like Hanukkah then take the extra step to get a special Hanukkah card for them. Make sure you personalize each card with a little note, and remember to thank them for their support. Consider sending a photo card with your bands photo on it. Either way, the holidays are a great time to connect with folks.
16. Celebrate with your fans, birthdays, new jobs, graduations, milestones
a. Be aware of special occasions in the lives of your fans, and pay attention to the details. Send birthday cards, even free e-cards. Are they graduating from high school? Send a graduation card....little things like that may help ensure that they go to college as a fan, and those are some of the best fans you can have-the kind who can help you get shows at their school! They also could be going to college out of the area, which means a new market for your music to get heard as they tell their new friends about their favorite band!
17. Record a show live and sell or give away recordings so fans connect with their experience
a. Recording a show can help entice fans to come out to a show, and being able to take it home with them is a great way for them to remember their experience. It also gives you something to give away at future shows for the first 20 people in line, as an incentive to get people in the doors early. Having material recorded live, and often, gives you material to post on MySpace and YouTube, and on your band website.
18. Have fan contests
a. Contests are fun, especially when you have fun prizes. Anytime you can interact with fans you are building that relationship. You can host photo contests. One of my favorite bands, The Hint, (www.thehint.com) has had photo contests where people must write their logo on their body somehow! They had everything from faux tattoos to someone using M&M's to spell it out...the entries were very creative and made for fun pictures on their website. You can have a t-shirt design contest, or a show poster design contest, or a photo caption contest. The possibilities are endless.
19. Post photos of fans on your website after every show to continue to drive traffic to your site
a. Designate one street team person as "official photographer" (or better yet, hire a pro!) to take photos of the band and the crowd at shows. Post those in a timely manner and invite fans to check out the site. Many people love to see photos of themselves and their friends. They just might see that show poster for your next big show when they are navigating through your site!
20. Have a "Fan of the Month" contest
a. Pick a fan of the month and make a big deal out of it. You can have fans solicit why they should be picked, which encourages them to help promote the band, or the band can pick that person who has been most helpful or most supportive. Post their photo, and maybe a quick bio, on your site, and give them fun prizes like special merch, or free admission to all your shows for that month, or take them to dinner with the band after a show!
21. Take fans on tour with you, or in the band bus for a local show so they see what a day in your life looks like
a. If you have extra room in your van invite a fan to ride along. Give them the chance to say "I'm with the band". Playing out of state? Ask them to go down for the trip! You just might get a tour manager out of it as Crash Boom Bang did! He was a fan, who became a super fan, who became someone who helped at shows, to a roadie of sorts, and now a much bigger role as someone who tours with the band constantly.
22. Host an online chat with fans
a. Set aside a time to be available for an interactive online chat. Promote it for a few weeks, and let fans know they can ask anything they want. You can use this as a forum to solicit ideas for promotion, or new clubs to play, etc. Make it a recurring thing- and have different band members take turns leading it. It's another way to build those relationships.
23. Learn from other bands
a. The best advice I can give is to learn from other bands who are having more success than you. Imitation is the highest form of flattery- right? If you see your friend's band doing something cool, consider doing something similar. Pay attention at other shows and see what they might be doing better on and off stage. Do they have a better merch set-up than you? Are they interacting with the crowd better? Are they drawing more fans? Pay attention to what methods of promotion they are doing, and copy it! Is it guaranteed to work for you- No...but it can't hurt to try something new if you are striving to get different results.
24. Invite fans to your rehearsal, or the studio, or in-studio performances
a. It doesn't cost you anything to invite a few fans to check out your band's rehearsal, or in-studio performance (clear that with the station first!), but it makes them feel like a total insider. I have the great fortune of working part-time for a radio program and yet I am still constantly delighted when I get to sit in on an in-studio performance and interview. Do you have a fan who always takes photos of the band? If your engineer/producer allows it, invite them for an hour or two to your recording studio to take a few shots of the band making the record!
25. Play benefit shows- connect with a cause that your fans care about
a. Give back as often as you can. Donating your time to performing a benefit show is a great idea for so many reasons. Often you will help draw people to an event, so the cause makes more money. You will feel great about helping, and your fans will appreciate what you have done, especially if it is a cause close to their heart.
26. You Tube
a. Take advantage of the opportunities to showcase your music online. YouTube is a great way to post videos of performances, or even just interviews or footage of the band hanging out. It's a great promotional tool and affords you fans in other states and even countries.
27. MySpace
a. MySpace is likely the greatest tool that has developed for musicians in the last 10 years. Record labels now use this as a gauge of a band's popularity. Celebrities are created based on their activity on MySpace (Tila Tequila). Nearly every band has a MySpace site. Use yours effectively to connect with fans. Comment individually to invite people to shows, and even to stay in touch and get to know fans without it always being about shows. Use the birthday feature so you can wish fans a special day- bonus points for sending a birthday card! Host contests on MySpace, and use bulletins to solicit advice/ideas/feedback/help/etc. Make a big deal out of releasing new music on this site. Maybe promote a time for a new single to be posted (for example Midnight on the 1st of the month) and send bulletins for a few weeks before promoting the date it will be released to build anticipation. You can also use MySpace to connect with other bands in order to work out show trades or get advice about good venues in their area.
28. Facebook
a. If you don't have a Facebook account you are missing out on a fantastic way to stay connected with fans. In an age where so many people get tons of emails that you become desensitived to them, you now have new ways to ping people...Facebook is such an easy tool to do this. You can connect with old classmates from highschool or college...even elementary school in an enviromnent that is totally acceptable and not the least bit weird. They have several applications that allow you to let someone know you were thinking about them, without even needing to send a message/email/etc.
28. Test new material, merch ideas, etc with your target your target audience
a. Your fans like to feel like they are a part of what you are doing. Facilitate that by inviting them to share their opinions on new material- songs, artwork, photos, and even merch. Ask a select group of super fans what t-shirt design they like best if you have a few to choose from. Ask them what color they prefer and what style is best. Same with music- Need help with a song title? Ask your fans! They want to share in the creative process as well, and it goes a long way towards making them fans for life.Remember- Happy Fans comes to shows and buy music!! What can you do to strengthen that connection?
Above all- be nice!
(this blog originally appeared on my MySpace and Giggin.com site, but I wanted to start with it here since it was the inspiration behind this blog. I hope to add more very soon! Thanks for reading!)
Why did I move to New Zealand?
9 months ago
Posts
No comments:
Post a Comment