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Connecting with fans is imperative in today\u2019s music industry. It\u2019s that connection that can give them a reason to buy and support your music. Utilizing social media and having a strong online presence makes connecting with fans much more achievable.<\/p>\n
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Below are some good case studies of bands that found success through an online campaign. I encourage musicians to review these examples and pay attention to the elements that made them successful. Then think about how to implement those strategies into your own marketing plans.<\/p>\n
1)Arcade Fire \u2013 Interactive Music Video Using Google Street View Arcade Fire<\/span><\/span><\/a> utilized HTML5<\/span><\/span><\/a> to create an interactive music video for \u201cWe Used to Wait.\u201d<\/span><\/span><\/a> Users are prompted to enter the address of their childhood home at the start of the video. While watching the video, scenes from your old neighborhood are pulled in using Google street view.\u00a0 The elements of new technology, interactivity, nostalgia, experimentation, and personalization all aided in making this video a huge hit. Think about those factors for your next campaign.<\/p>\n 2)Josh Freese \u2013 Topspin and Miniature Golf<\/p>\n The one size fits all product days are gone. Having something for the casual fan to the super fan is a great way to be able to sell more and put additional money in your pocket. One way to utilize this method is through Topspin, an online funding platform for artists, musicians, inventors, filmmakers, etc. Josh Freese<\/span><\/span><\/a> decided to try out Topspin to help fund an upcoming album. The thing I like about what he did was the creative \u201cproduct\u201d offerings that fit his personality, including:<\/p>\n See the full list of packages and items<\/span><\/span><\/a> Josh made available, which ranged from $7-$75,000. Check out Topspin to see how you can use it creatively to fund your next project. Just remember to do something that fits your band\u2019s personality. If you make it the right fit and support it correctly, it can work.<\/p>\n 3)Amanda Palmer \u2013 Turning the Power of Twitter into $11,000 in 2 Hours Amanda Palmer<\/span><\/span><\/a> is widely known for her social media expertise. Advertising Age<\/em> said, \u201cPalmer is more sophisticated than almost anyone on the internet \u2014 musician, brand or otherwise \u2014 when it comes to gathering her audience around her and keeping the conversation going.\u201d<\/p>\n On a boring Friday night, Amanda managed to rake in $11,000 in just two hours. It all started with her tweeting about how she was alone, again, on a Friday night sitting in front of her computer. Others started chiming in and began claiming how \u201cwe are all losers.\u201d Dialog continued and grew at a rapid pace. A faux organization was started called, \u201cThe Losers of Friday Night on their Computers.\u201d Amanda created the hashtag #LOFNOTC and thousands joined the conversation.<\/p>\n A follower suggested the group create a t-shirt. Amanda quickly decided to run with it. She took a sharpie and made a t-shirt design. A website was thrown up that night with the t-shirts available for $25 a piece. 2 hours later\u2026 $11,000.<\/p>\n What can you learn for this example?<\/p>\n 4) Matthew Ebel \u2013 Subscription Site for the Super Fan<\/p>\n Boston-based singer Matthew Ebel<\/span><\/span><\/a> says 26.3% of his income is from 40 hard core fans. You may recognize his name from articles about his ties to the 1,000 True Fan theory\/model<\/span><\/span><\/a>. One of the ways Matthew caters to his super fans is through a subscription based website<\/span><\/span><\/a>.<\/p>\n The packages range from $5\/month to $15\/month, as well as annual options.\u00a0 He offers a wide range of perks are including members-only parties, VIP seating at shows, access to new music as soon as he creates it, new live concert recordings every month, broken apart tracks ready for remixing, behind-the-scene sketches, drafts, and ideas, and many more. View the full list of packages and perks here<\/span><\/span><\/a>.<\/p>\n 5)The Poison Control Center \u2013 Tumblr Tour Blog The Poison Control Center<\/span><\/span><\/a> have an awesome tour blog. The band uses Tumblr<\/span><\/span><\/a>, a simple and free blogging platform, to regularly update their fans from the road. After each show they share pictures, videos, and posts about their experiences, even down to thanking the sound guy, door person, bartender, and of course the fans. They do it right by updating frequently, providing a wide variety of content, and always remaining authentic. \u00a0<\/strong><\/p>\n 6)Gossip Grows on Trees \u2013 Building Your Email List with a Fortune Cookie<\/p>\n Email is one of the best ways to directly reach your fans, but sometimes it can be difficult to grow your subscription list.\u00a0 Gossip Grows on Trees<\/span><\/span><\/a> from North Carolina executed a creative way to gain more email addresses at live shows.<\/p>\n They created a download web page that gave visitors a free music download in exchange for their email. At shows they walked around and handed out custom fortune cookies with the URL of the download page and a short message from the band. This gave the band an opportunity to spark conversation and develop relationships with fans. Plus, a lot more people visited the download page and provided their email address because they were approached in a memorable way.<\/p>\n All of these online music marketing case studies have a common theme of musicians connecting with fans. It isn\u2019t enough to put your music out there and hope people will gravitate towards it. You have to be willing to push it out there and utilizing online mediums is a key element.<\/p>\n If you know of a successful online music marketing case study, please share it in the comments.<\/p>\n \ufeff\u2014<\/p>\n Jill Haverkamp<\/span><\/span><\/strong><\/a> is the co-owner of music marketing company On Pitch<\/span><\/span><\/a> in Des Moines, Iowa. This post originally appeared on the On Pitch blog<\/span><\/span><\/a>.<\/p>\n Source: Music Think Tank<\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":" Connecting with fans is imperative in today\u2019s music industry. 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