What Happens When An Artist Makes Their Music Free For One Day [CASE STUDY] - hypebot

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Carl [Nimbit]

Andy,

Thanks for sharing the results of this experiment and congratulations on your success with it.

One thing we've found here at Nimbit that has been highly effective is the practice of following up with people who received free music a short time later with an offer to buy something.

Follow up has proven so critical to an artist's success, that we built automatic follow up with fans into Nimbit's new Promo tool.

Are you planning on following up with these fans? And if you do, could you share with us how that follow up campaign goes?

Best regards,

Carl Jacobson
Nimbit, Inc

PS If anyone is interested in learing about our promo tool, you can read about it here: http://www.nimbit.com/nimbit-unveils-first-roundtrip-promotion-tool-for-musicians-on-facebook-twitter/


Christopher Moon

Hey Andy,

Thanks so much for being open and transparent with your experiences here.

What you described above is what we do on a regular basis at http://www.noisetrade.com.

It's our goal to help artists find a new fans, and we've found that there's a large audience of music thirsty fans (we have over 725,000 in our community, and it's growing each day) out there willing to offer up a bit of info. (we collect an email address and postal code) in exchange for the change to try new music.

I see you play guitar in Future of Forestry, who we featured with great success earlier this summer. I also see that you noted using NoiseTrade for Lowercase Noises as well, with lesser results. While a lot of our artists work to drive traffic to their NoiseTrade pages via social media, we also offer a series of curated features to shine a light on artists that we like and feel our community will also enjoy, which offers a wider reach via our email newsletter and the fans that visit our homepage.

While we've been able to play the matchmaker role for a lot of artists ranging from up and comers such as Matthew Mayfield and Last Bison to more established artists like The Lumineers and Dr. Dog, we also echo Carl's comment below in that the power in making this connection with a new potential fan is in how you nurture it afterwards.

We've found that if you have a strong plan in place, and allow yourself time to gather this data, do an initial outreach (angled more towards just an introduction), then you'll have plenty of opportunity now that a connection is made to direct them towards a clear call to action (be it a pre-sale for a new album or upcoming tour).

We've also found that from the artists we've pulled recently after they've run a campaign with us, their retention rate is above the average (with most unsubscribe rates falling in the 1%-3% range) and the percentage of new contacts often falls in the range of between 85%-95% of their overall giveaways.

All this to say, no matter what mechanism you choose to give your music away with, there's a viable argument that the effects can be overwhelmingly more positive than most would expect.

These days, it's all about finding new outlets to leave an impression and develop a lasting relationship with a fan, so if you value that sort of relationship, it's worth considering these experiments such as the one you just undertook.

Thanks again for sharing and please do keep us posted on your continued results.

Christopher Moon
NoiseTrade
Artist Relations

Danny " Cisco Rose'" Baeffel

As a new artist and unknown artist aiming to get out there , if you have not got a aspect of free music available your dreaming.

I find the hardest part is getting people to know about it , lets be honest " internet fans " are not really fans, if you have 2000 likes or whatever, less than 10% are genuine fans that will have a look at your website and Download your music.

If your a fan of Ryan Adams and ol Outlaw country click here
www.ciscorose.com
Cheers

Patrick

This is stupid. It's one experiment, one day for one act who probably have an established following, mailing list etc?? Why don't you go away and experiment for a month or 6 with the same data - it's called data analysis and then report your findings. If you're still top of Bandcamp and making a fortune, by all means shout from the rooftops about it.

I've read the Blog post. So, what you're saying is that if everyone gives their music away free they will rise to the top of Bandcamp lists? Bull. If everyone does it then it simply isn't possible - demand, supply and the old rules of an economy. Another thing, if you care about musicians and their ability to make money, then you shouldn't be encouraging them to give their music away for free or experimenting with it and publishing it. You should be experimenting other means where they can make money like live gigs, selling merch. at their gigs etc.

How will we ever come away from the pathetic industry we have now with the freemium model that exists if people like you who claims to champion musicians and their rights, are promoting the very thing that's destroying music.

Thanks for your time.

Kyle

I think it may help readers like Patrick above and myself understand the effectiveness of your experiment if you provided some background info on your existing fan base. How big were your Facebook and Twitter followings? How big was your existing email list?

And Patrick, I think you missed the point that it was a 24 hour sale. Like a Groupon for a single artist. No one is advocating for free music 24/7.

IV

Giving your music away for 24 hours in order to sell more units in the future is way different than the "freemium" model. It's a business strategy. It's also an EVENT. Don't be so bitter. I share your views in general about free music, but this isn't a bad idea.

Side note: Why is Hypebot allowing the comments section be taken over by companies shamelessly plugging their services? Definitely beginning to feel like 2009 Myspace on here. Not a good look.

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