The Future Of Direct-To-Fan Marketing - hypebot

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John Pointer

Hey Kyle, I've been running a site called http://Patronism.com since 2010, and see an ever more seamless connection, via direct subscription, between musicians and their biggest fans. But what's really interesting is that Content is no longer king. It's convenient. However, in crowdfunding (especially by subscription) Mission is Massive, and Intent is Everything.

Just like political candidates and other causes near and dear to our hearts, patronage drives music. And now I see that the true value of music is not in the byproducts (recordings, tee shirts, merch), it's in how it makes people feel. No one has ever bought a concert tee shirt because they didn't own any other shirts. They're talismans and mementos. Important... but totally meaningless unless the music moves you.

Related to this, I see now that while Patronism looks like a subscription crowdfunding platform, it's really a bilateral empowerment, long-term relationship tool. Anyone doing something inspiring creates value for those who are inspired, and nothing makes a person feel more powerful than empowering something or someone they love.

So I believe more sites will emerge from this patronage partnership paradigm, both for music, creativity, and simply valuable services and ongoing missions.

See also:
http://evolver.fm/2012/10/11/patronism-makes-us-want-to-believe-in-fanclub-music-funding/
http://www.hypebot.com/hypebot/2011/05/patronism-reinvents-musician-patronage-for-the-digital-age.html
http://www.wired.com/underwire/2011/05/patronism/

Art Wasem

I loved this. We have been working on a project we call 3.0 and will have it launch with select performers next week before Fan Fair. Combines all you mentioned with a few other things you can only receive by attending a live show. Sign up for anyone of them at http://www.foothillentertainmentgroup.com/about-us.php to take part in the game change.

Carl Jacobson [Nimbit]

Hey Jason,

Thanks for the Nimbit mention.

"Nimbit revamped their platform...but their store template still feels dated and lacks true customization powers."

When was the last time you took a look at the Nimbit platform?

On our stores you can control:

> Header image
> A Banner image
> Background image for your store
> Embedded Video
> Featured product
> A Bio
> Wether to offer a free track for email or not
> Descriptions of the featured product
> Display next event at storefront or not
> Show/hide Facebook comments
> Unlimited user-definable product categories
> Product order
> Choose from a list view or carousel view
> You can choose the carousel size
> Multiple themes to choose from (Grey, dark, light, wood, or blank to use website backgrounds)
> Background Opacity
> Header styles
> Product image sizes
> Buy Button colors
> Show/hide the contribute feature
> Font colors and types
> Song preview lengths (full, none, 30-2:00, or custom per song)

And all of these settings can be customized per store so you can have different settings on facebook or your website, etc.

I'm curious, what exactly do you feel we're missing on the customization front?

Stevelee527

This is a great article. I think it's great we can share our thoughts about this because the fan and artist should be first. Not the labels or technology...those two things should help to build the relationship. I still think we need filters to bring the good music to the front but that's my selfishness and subjectiveness kicking in. I spend a huge amount of time listening to music that is not that good and has no chance of being good. But I do love the thoughts shared here today.

scott alexander

Good article. I am a musician, I am not really good at understanding marketing,or things to this effect. I create music, I do not like the computer. This brings conflict to me. How do I resolve this delemmia? Can you offer any suggestions?

Melissa

Hey guys,

Yep great article. It really is quite worrying that giants like iTunes have this hold over a musicians fanbase and their access to the music. A good thing about the rise of social media is that many musicians now have a strong hold over their fanbase - signed or not they can communicate directly to their followers with next to no budget. The next step is going to be to convert this relationship into sales so that artists can keep doing the work they want to do. It's up to the artists to create connection with their audience that makes them want to pay for the music that they're making. Artist Amanda Palmer (check out her TED talk - it's amazing http://www.ted.com/talks/amanda_palmer_the_art_of_asking.html )is a great example of how connecting with your audience can bring in the dollars and in the most genuine way - in fact giving her money makes the connection feel even deeper! I work for a company called Selz and we are all about artists and creators making money doing what they love, on their own turf - their own sites, blogs and social media. If you guys are looking for a way to sell your music or merchandise you should check it out - it's really realllly easy to use, it looks good, and the fees are a lot less than iTunes.

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