In today’s post-label, post-studio world, musicians rely on the web and other technologies to expand their fan bases and revenues.
Here are a few things you can learn from their innovative marketing:
Let your customers drive.
Forget scheduling concerts and waiting for fans to come. Musicians can ask their fans online where they want them to play before setting their tour. How can you build support from the bottom up for new ventures before launching?
Get your fans involved.
Some musicians hold contests so fans can help them create music — play a solo, write lyrics, etc. Customers involved in the creative process are more likely to buy and promote products.
Let fans play with your b(r)and.
By loosening copyright protections, musicians let fans create adjacent products using their brands. These can help win over new customers and generate revenue. If you allowed customers to play with your brand, what new products might you discover?
Adapted from “Customer Strategy Tips from an Indie Rocker” by Scott Kirsner.