With so many of the so called “old industry” models being thrown out, the “Street Team” is one tool artists and bands can still make the most of.
The street team of the past hasn’t changed all that much, only the street they’re working on. Instead of physical flyers they’re sharing and tweeting tour posters, instead of leaflets they’re sharing your Facebook,Twitter and Youtube pages.
The digital street team has more weight behind it than the old model of actually going out and speaking to people. They hold the ears of the 500 or so friends on Facebook plus the number of people following them on Twitter. That is more people than you’d ever reach on a hundred rainy Saturdays standing in the high street. Not only that but your digital street team get more than one chance to influence these people.
You probably already know your street team, they may have been doing the job already without you realizing. They are the people who always like your posts, share your links and talk about you in their networks. They might be some of your friends or some of your family, but the people you really want are your diehard fans. You need to find these people and connect with them, induct them into the “[Insert band name] Street Team”. Key point: try to add a bit of locational variety, so that your street team isn’t limited. It’s a digital street team, they don’t need to live two streets away. It makes no sense for that team to only be reaching people you can reach yourself, spread them out and watch your following grow.
They’ve already proved they’re loyal to you by taking it upon themselves to promote your music. By adding these people to your street team, you will show you recognise them and appreciate their efforts.
So how do you manage this? Well, simply set up a private Facebook Group and add them into it, then from here you can chat with them privately. It’s a casual platform where you can post links you need promoted, discuss your ideas with them, request promotion on certain social networks, put out personal queries for sites or people, you never know your team might know somebody.
But it’s not all take, take, take. For their efforts you need to reward them. Give them exclusive content, they’re your team, if you want them to be convincingly excited about your new release they need to hear it. So give them first look at your new video, first listen to your new single/album/EP, free tickets to shows, discounted merchandise etc. For the exposure these people will give you it is worth the effort and at very little cost to you and not only that, it shows them you do appreciate what they’re doing, and it gives them a reason to continue promoting you.
Treat your team like they’re not just anybody, show your appreciation and your digital street team could increase your exposure massively, it’d be foolish not to set up your own.
Tom Satchwell is a music lover, marketer and founder of BeatsOnToast. He writes about modern and interesting ways bands and artists can develop themselves and their careers on his blog. Follow him on Twitter: @TomSSatchwell