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By Bryan Sumner
I'm a strong supporter of the 100 loyal fans over 1,000
fake fans theory. No matter who you are it makes a lot more sense for you
to focus on the quality of fan listening to your music, not the sheer quantity.
It is always better to have a core group of loyal fans that will actually
support your music and come to shows, than to have a lot of so-so online
fans that may or may not be bothered to watch your new music video. The best
way for any company, and trust me when I say your band is a company, to grow
its influence is through third person referrals. The combined efforts of
a hardcore fan base can create some incredible results with minimal out of
pocket on your part. Think of the recent successes had by artists like Hopsin,
Yelawolf, & Rittz. Without
a rabid fanbase helping them promote most of these guys would still be struggling
to make house payments, I can almost guarantee it.
So the real question is.. How can you create your own movement?.. What can
you do to get your own loyal and rabid fanbase just waiting for your next drop?..
Well here are a couple basic tips that I have culled over the years that will
help.
Always Over-Do It: Always take the time to do it right. In today's age fans
are sick of getting force fed mixtapes every 6 weeks and only 7 of the tracks
are any good. Take your time to create a CD composed of solid hits.. Something
you can play from start to finish without wanting to hit skip at any point.
This also applies to fan interaction. Without them your music career is doomed
to fail before it ever begins. If you turn your fans into your friends they
will never hesitate to support your future endeavors. Always over deliver.
Be Creative: Find unique ways to surprise your fans. When your on tour, randomly
pick a person to send a post card as your passing through town doing a show.
Pick a random fan out of the crowd at a venue and give them a free piece of
merchandise if you can afford it. Hold a contest on one of your social media
sites for something one of a kind, like hand written lyric sheets. If you do
your job right you'll have made a fans day, and converted them into one of
your dedicated followers willing to do your promotional bidding without ever
having to ask them to.
Network: If you have a strong local music scene never underestimate the power
of networking. Holding shows with purely local talent is a great way to bring
the competition together, and instead of dividing your fans, you are now utilizing
the combined influence of multiple artists to a common goal. If you happen
to work well with the other acts you may just have made some powerful allies.
Even more importantly in this situation is to never set a bad example, these
same people could have a hand in black balling you from any local venues and
opps that you may have been able to attend. If you make a bad first impression
there is no do-over.
Be Consistent: When you start something make sure you have the time to follow
through with it. Without the proper follow-up any endeavor in your life will
just fall through. If somebody signs up for your mailing list make sure to
enter them into your list provided when you get home from the venue that night.
Send them an email thanking them for their interest in your group, and consider
including a free track from your next project as an incentive for them to be
on the lookout. If you use social media sites like Twitter or Facebook make
sure to post frequently. Don't spam their profiles every 20 minutes, but let
them know when you have a decent update that needs to be brought to the fans.
The best analogy I have ever heard is Telephone Vs Megaphone. Would you pay
more attention to the person on the corner screaming at every passerby, or
the friend who calls you at home? Think of your online presence as a way to
connect with your fans, not just promote to them. Encourage fan interaction
and don't treat them like statistics for your propaganda machine.
Always make sure to keep this one simple rule in mind. How would you like
to be treated by your favorite group? Or a group you have never heard of before
this show, but enjoyed their performance? Making a bad impression with potential
fans can stint your growth quicker than you might realize.
Remember your fans will hear the instrumentals you use on your project before
they hear your voice. Choosing the right beats for your project can make or
break your release before you've ever said a word.
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