Connecting With Fans Is An Ongoing Process: Do Something Small Weekly, Big Monthly

from the one-mantra dept

I've been meaning to write about Topspin CEO Ian Rogers' "moonlighting" foray into managing the band Get Busy Committee. Given Ian's close involvement with new music business models, it's no surprise that he's been doing a lot of interesting things, from selling uzi-shaped USB keys with the album (the album is called "Uzi Does It") to using Kickstarter to fund a vinyl picture disc -- including an offer for $1,000 to have the band write a song about the buyer, which would go on the release. It turns out that option sold out in a day (though it looks like some of the other options are still a bit short on buyers).

What's really great, though, is that Ian is revealing as much of the process as he has time for in semi-regular blog posts. Recently, he explained part of the general thinking that he's been pushing on the band, that they should: "Do Something Small Weekly, Something Big Monthly." The specific implementation doesn't fit for all content creators (or even all musicians), but the concept is a good one. It's a recognition that the old way a content creator related with fans was through major one-off "releases" (new album, new book, new concert, etc.). But times have changed, and the way you connect with fans is an ongoing process, and like it or not (and plenty don't like it), there is a sense of "what have you done for me lately." But if you're going to thrive in that sort of world, you have to keep doing stuff and keep experimenting. Setting a specific pace (something small weekly, something big monthly) is quite a useful way for many to think about this sort of experimentation in small, easy to comprehend and implement steps.

Filed Under: business models, connecting with fans, get busy committee, ian rogers, music

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  1. icon
    Suzanne Lainson (profile), 21 Feb 2010 @ 4:32pm

    Re: not sure about the connect with fans bit

    I think lots of very gifted musicians will never make a dime with the cwf model. This model says if you want to make money in music you have to be a great marketer, a total extrovert, and devote equal parts of your life to making music AND putting yourself out there at all other times for your fans.

    That's where I was going with this blog post.

    Five Degrees of Separation in Music Income

    A lot of what passes for the music business these days is more about becoming a celebrity (even if just on a small scale) and then selling access or products as a result of being a celebrity. Or about creating a community and then being the community manager for all of your members (aka fans). Those are both fine concepts, but similar activities are being done by non-musicians as well.

    When all you want to do is write, record, and play music, you may want to focus on income-generating activities that make you the most money and give you the most time to stay involved in music. Often, a non-music day job is the way to go for that because it may actually pay you more per hour than marketing your stuff as a musician.

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