The emergence of social media as a key strategy in the promotion and marketing of music has forever changed how artists interact with fans. Gone are the barriers that caused the broadcast > consume culture we have experienced for decades. The emergence of conversation as a means of strengthening the bond between artist and those that support them has become critically important to growth.
Other than your artistic output, there is nothing that matters more than the relationship you have with your fans. Being genuine is heralded and being fake is entirely obvious. The expression, “their music spoke to me,” has changed to, “I spoke with them and realized why I connect so deeply with their music.”
You need to send the love and excitement your fans have for you directly back at them. You need to let them know how much they matter and how much they have helped you grow both creatively and professionally. Remember that a fan is never exclusively your fan; they love other artists too.
You need to be their biggest fan.
You (should) have been keeping a mailing list since the moment you formed the group so you could stay in touch with those that liked your music enough to risk being emailed far too often. If you were really on top of things you should know where and when each person signed up for your mailing list. If you have not been doing this it is never too late to start. I think one of the most powerful emails you can send a fan is the following:
We wanted to thank you for supporting us by sharing our music with friends and attending our shows. It may feel like yesterday but on this day one year ago we played at the Middle East Upstairs in Cambridge, MA where you came out to hear us and signed up for our mailing list. In the last year we have grown as a band and it is largely due to people like you. One year ago today we were opening a show at the Middle East Upstairs and now in a week we will be coming back to Cambridge and headlining at TT the Bears. We hope to see you there and that you come say hello before or after our set.
Please refrain from copying the above email verbatim. You must make the email to your fans personal and my voice is not your own. While you should not copy directly there are a few concepts that are important for an email like this:
- Sincerity. If you don’t mean it, don’t say it. Write about how and why you are grateful.
- Nostalgia. Trigger memories that they can relive in their mind.
- A call to action. Do you have an upcoming show near where they first saw you? Are you running an Indiegogo campaign? Be selective in what you ask of your fans.
- Encourage further interaction. Getting someone to attend your show or buy your record is nice but encouraging them to talk to you and build a relationship is just as important.
When I shared a draft of this post with some artists their feedback was that they felt this strategy might be tough to scale for a band with hundreds or thousands of fans on their mailing list. Many mailing list managers such as MailChimp allow you to place fans into groups so you can keep track of where and when they signed up for your mailing list. By doing this, these messages can be largely automated yet still highly personalized.
There are many ways you can engage your fans to show them that you care. Consider attaching an exclusive mp3 to the email or a special photo. If you know a particular fan has been very important to your success you can offer to put them on your guest list for the next show in their town. Small yet sincere gestures like these can go a long way towards strengthening the bond with your fans and creating more evangelists.