Recently, on ContentSphere.de I argued about how highly required it is for DIY artists to get mobile – to find a way for mobile communication with fans. Actually, it is key to truely connect with fans. Apparently, there’s a solution to that. Finally.
I know, it’s beaten to death… but – there is an app for that. Of course, the main issue in CwF (Connect-with-Fans) is authenticity. You can’t buy that, same with the quality of your music. Yet it is required to have something to grow that on. A medium like an app.
That’s why I was curious to see if there’s anything like that available for the common DIY artist. But first off, why is it necessary at all?
Ok, now the quality of your music is mind-blowing. Plus, you were able to get the attention of people who like your music, say at a gig. That’s when you must start to connect with fans – or they’re lost. Btw, that’s the same reason why merch should be available at a concert. You’ve got your listeners focused.
Start with personal contact. The usual things: autographs, or talking to people if your just starting out. Mingle with them, share some thoughts. But again, once the concert-goers leave the club they lose their focus on you. Even merch doesn’t grant a contact forever. That’s why email addresses are worth that much (ask any company from any market): newsletters and messages can make your listeners visit your site. This is of highest relevance – because to allow for paying your rent, you have to convert as many of the casual listeners to fans as possible. To paying customers.
Now, back to my main topic. So you succeeded in connecting and some fans did visit your site. There used to be three issues with that. First, you have to convince your fan to visit this very site again and again and again… as often as possible. Secondly, your fan spends some spare time at his computer – but most probably that’s not the whole day. Not every day. Thirdly, if you are not established yet on one of the predominant download platforms (ever been featured on iTunes front page?) your listener will share his web time across several artists’ pages. This particular problem in accessing fairly unknown artists’ music is a quite crucial one - one to look at in the near future.
See how difficult it is to keep connected with your fans? They have to contact you, they have to spend time at their home computer’s fixed location (even starting your laptop isn’t always possible), plus it’s uncomfortable to look out for several artists at once. So it’s pretty easy to download it all at the torrent of choice. Entering: mobile devices.
What about enabling your fans’ smartphones to connect with them? What about enabling them to help you instantly spread the word by social media, right in the moment when focus is highest? Did you ever experience what it is like when you’re watching Twitter messages and – in this very moment your most valued artist announces a new and free release? I did so with Trent Reznor. It was like… YEAH! I’m first!
Moreover, surprise your most loyal fans by sending personalised messages or rewards. That definitely will generate great impact. Again, here’s an example – this time referring to Zoe.Leela, a Berlin artist just starting out who contacted me.
Also, it’s not only the DIY artists who should read on. What about netlabels, even small “regular” labels, managers or promoters might find it comfortable to work with a set of apps maintained via one interface.
There already are some manufacturers around offering a mobile connection. Obviously, there are only but a few:
Of course, I wasn’t able to do a full-fledged test with any of those, so maybe if you are using one of the services please tell me what you think.
Definitely, be prepared to find some problems when testing these or similar services:
Songpier (shortlisted for MidemNet Lab’s mobile application of 2011) and BandApp I found really easy to share with your fans: You send them a link, they open it on their smartphone, and move it to the home screen. That’s it. However, Songpier starts at a cost of zero. Currently, BandApp fails on that.
What’s different to just having your website (which you still have to keep running!)? Doesn’t matter where your fans are, you can send messages – location of gig has changed, new song release, competitions, whatever. You can add information like tour dates, lyrics, the links to your shop and to your website. The core of it all: streaming your music. Everything updated in real-time. If you are more into details, statistics and all that, a service like that can even let you find out where your fans live, so you can decide where to play. It also is a way to identify who’s street-teaming for you.
This time it is you who is contacting your fan. He has his mobile at hand – everytime and everywhere. There’s quite a lot of time to pass playing with his phone. Those artists being present with an app will be on his phone to browse instantly.
It’s certainly not suitable for any artist. Though, if you are going DIY style meaning making use of social media tools like Facebook and Twitter – well, I’d advice you to at least try it.
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Wolfgang Senges advises independent artists and music startups in marketing issues. Besides blogging on the bilingual site ContentSphere.de, he is a core member of Berlin’s all2gethernow music conference (Curator of Content) and involved in founding C3S (Creative Commons Collecting Society).