Understanding Your Fan Base: Building Lasting Relationships

Prior to the web, artists did not know who their fans were. I always say, beyond the mosh pit and the fan letter, they did not know who their fans were. And actually, the labels didn't know and the promoters didn't know. The only people who knew who was buying music were the record shops and the ticketing companies.

The Excitement of Direct Relationships

Now, through the web, artists have direct relationships with their fan base, and that is incredibly exciting. As I said when I was giving advice to new artists:

"Learn what your fan base likes and create the products and services they want."

The Simplicity of the Music Industry

The music industry is simple:

• Make some music
• Build a fan base
• Sell them stuff

I think the most important relationship is that between you and the people that enjoy your work. You and your fans are the ones that are there from the start to the end. Your career will have ups and downs; you might have a major label deal or you might not, you might have a manager and you might get dropped.

But the one thing that really stays is the people that love your music. Because if you love a song, you don't ever really stop loving that song. That relationship should be most important to you as a musician. You should never underestimate its importance.

Engaging with Your Fans

Spend time with the people that like your music and make sure that they know you appreciate that. Luckily, today we live in a great time for that because there are so many tools that make engagement easier.

On social media:

• You can talk directly to your fans
• You can easily spot those who are most enthusiastic

Especially if you're making music on a grassroots level, those people will be much better PR for you than any campaign you can afford. So, get the support from the people that enjoy your music, because that's free.

Lessons from the Past: The Smiths and Punk Rock

In the 80s, when I worked with the Smiths, it was a really important experience for me because the Smiths had, for the first time after a long time, this absolutely symbiotic relationship with their fans. It was similar to what I was used to in the 60s, and that's why they are so embedded in people's consciousness from that time.

People remember the Smiths as being seminal in their lives, part of their growing-up experience.

Oddly enough, my relationship with my fans flourished the moment I left my first record deal. I realized there was a group of people I'd been kept away from by the record label.

Connecting Through Technology

As soon as I started blogging and using message boards to talk to my fans, I got to know them. I discovered they were talented; many played instruments or could create art for me.

It's half of what we do. We make music, but the other half is how our fans receive it and what they give back. It's entirely reciprocal.

One of the things I loved about punk was that it was the great lever. It expressed:

"Everybody's saying that's what I feel."

I never liked the distance between the audience and the band.

The Collaborative Experience

In terms of an energetic experience, we are all conjuring up magic together. We all know, as music fans, that's what we're after, something that touches the divine. Without that connection, we would just end up making studio records all the time, and that would be awful.

I'm quite used to meeting, talking, and exchanging ideas with fans. Sometimes, I even adopt them into my life.

Building Personal Connections

I have one long-term adopted fan. He started off as just a fan, but I loved him so much that he comes on holiday with me as my sort of pretend son.

My core person in my life right now, in terms of business and assistance, is a guy named Alexei. I met him because he and his partner kept coming to gigs, and I got to know them quite well.

I needed somebody to help me in my house with my studio and gear, kind of like a personal assistant, but also a technical assistant. I tried him out for a job, and he's been amazing. My life has changed since having him around because he understands musically what I'm about and has a strong passion for helping me.

Gratitude for Support

If it wasn't for that relationship, I'd feel at a loss. I'm really lucky to have such an awesome fan base. I've never had any real bad experiences, and I don't know why that is. I'm very grateful.

Overall, the connection between artists and fans is an incredible journey that enhances the experience for everyone involved.