So our last couple of 60SMM posts have looked at how to build emotional connections to create superfans and then what to sell to them. Today’s post also concerns superfans and is inspired by an article on the Noisey/Vice website.
The article written by Hannah Ewens expresses surprise that her favourite bands all have ‘day jobs’ and aren’t full time musicians. I thought I’d do some quick research on the bands interviewed to see if they incorporated superfans as part of their marketing.
Of the five bands mentioned in the article, two of bands had websites which didn’t work (!), only two of the bands had mailing lists and none of them seemed to be selling (at this moment in time at least) the type of high priced items and experiences that superfans are willing to pay lots for.
So what can we take from this? Well, there seems to be a lack of knowledge (or willingness?) for musicians to engage with the strategies that allow superfans to reward their favourite artists . To paraphrase Benji Rogers from Pledgemusic engaged fans WANT to pay more for high ticket items, you just have to let them! They can only do this if musicians are willing to create and offer these experiences
Artists need to divert more of their energies into their marketing strategies. They need to create more on superfans and the type of experiences superfans want to buy. Maybe THEN those artists will be able to become full time musicians!
Got any questions about this post or how you can better market yourself?