Capitalising on your audience

Building Your Music Presence: The Importance of Email and Gigging

Introduction

"Collecting email addresses" may sound old-fashioned, but it's a vital component of connecting with your audience. If you're at a show, keep a mailing list handy.

The Mailing List

• Why It Matters:

  • If it's not your style to approach people directly about signing up, that's fine. However, if people are willing to leave their contacts, always follow up.
  • Building that mailing list is crucial; it's your most important tool.

• Social Media vs. Mailing Lists:

  • Social media is beneficial, but your mailing list is something you control.
  • Consider the fate of MySpace ? platforms can disappear, but your mailing list remains.

Promotion Strategies

• CDs and Flyers:

  • In the past, we handed out CDs with a couple of tracks and our MySpace address. While flyers with professional photographs and quotes can seem disingenuous, the focus should be on organic growth.

• Find a Balance:

  • Let people know who you are without coming off as overbearing.
  • Initial fan capture happens through gigging.

The Role of Gigging

Gigging Opportunities

• Initial Steps:

  • Social media won't help until you have a dedicated fan base of a couple of hundred engaged supporters.
  • Focus on securing various gigging opportunities rather than playing the same venue weekly.

• Organizing Your Own Gigs:

  • Early on, put on your own gigs as no one else will book you until you prove you can draw a crowd.
  • Look for existing club nights where you can perform.

Marketing Opportunities

• View Gigs as Marketing:

  • Remember, gigs are marketing opportunities, not just revenue generators.

• Engagement Techniques:

  • Clearly communicate your band name and website.
  • Use calls to action effectively:
    • For instance, "That song we just performed is available for free; just give us your email before you leave."
    • Share behind-the-scenes photos on Instagram to encourage online engagement.

The Value of Email Addresses

• Long-term Importance:

  • Despite research indicating that teenagers may be moving away from email toward messaging apps, emails remain crucial for analytics.
  • Tools like Mailchimp or Constant Contact provide better insights compared to social media analytics.

• Understanding Your Fans:

  • Learn about your fans' preferences:
    • Where do they live?
    • What interests them?
    • How do they spend money?

Commercial Considerations

Understanding Fan Spend

• Key Questions:

  • Will they buy tickets?
  • Are they likely to purchase vinyl or download music?

• Monetization Strategies:

  • Some fans may not pay for your music but might support you through merchandise like T-shirts, events, or other avenues.

Conclusion

Being upfront about your business intentions can foster a mutually beneficial relationship with your fans. While you might offer free music on platforms like SoundCloud, provide various opportunities for them to spend money with you. Once you secure good management, the focus should shift to aligning your music style with your audience, paving the way for the right labels, agents, and promoters to support your journey.