At some point in my life I wanted to be part of a band. Not to sing on stage (I have neither the qualities nor the inclination to such a thing), but to deal with the communication side. Make connections by using words. Regarding this, I recently read an interview with one of the artists who matter in Romania. In addition to the beginning stories, the formation of the band, the choice of the name or the scenes that the band played, I stopped at: Radio is not a stake, with online we have direct access to our community of fans.
We go back many years ago and see that music followed a simple route: artists created it, fans enjoyed it. I went to concerts. I didn't always find cassettes with new albums. Not all favorite bands were broadcast on the radio. We recorded tracks while listening to the tops, with the DJ's voice over the last lyrics. Neither for the bands, nor for the fans there was more than the experience of a concert: emotions, songs sung together.
Today, the bands feel a strong connection with the fans. Different. Not just on stage, but also off it. What has changed? New communication tools have emerged. Technology has evolved. The online environment offers endless possibilities for content creation: from behind-the-scenes emotions, photos or stories from tournaments to videos from rehearsals.
Social media. The troops speak openly. Relate to the fans. By communicating on facebook, instagram or youtube, barriers are removed. Relationships develop. By authenticity. True things. A story that catches, attracts attention.
Mobile applications. Lightness. Simple navigation. Useful information. Connection. Unlike social media, apps offer something useful to fans. It's about functionality, not story.
An example is GroupMe. Using the app you stay connected with your own: bands, friends, family. How it works: You install the app when you get to the concert. Send sms to your friends who are at the same concert. Exchange views, establish a meeting point, etc. It's helpful at festivals, when several concerts take place in the same location over the course of a few days. With the help of the application you send messages to those present in the place. You interact online and meet offline.
Another example is WillCall, which changes the experience at a concert. Currently, the app is only available in San Francisco, New York and Los Angeles. How it works: everything happens online (attending the concert, purchasing merchandise (t-shirts or CDs with the band), chatting with friends during the concert, etc.). You install the app and you're at the concert right when it happens. At your home. It's for those who want to go to a lot of concerts, but don't have time. Frunze The songs of that evening.
Sites dedicated to fans. Interacting with band members, buying tracks, sharing experiences, etc. It's about developing a fan community, complementing or trusting the one on Facebook or your own website.
bandcamp.com: discover new music and support the artists behind it. You pay for a piece and then you enter the community. You can download music, see what's new, create a whishlist, you share what you like with others. It's a site that brings together artists and their fans. It's like a virtual music camp.
wedemand.com: turn your city into a troop destination. Basically, the fans of the band in that city make a statement. If the band likes it, it responds to the invitation, adding the location to the future tour. For example, 1000 guys from Cesena (Italy), fans of Foo Fighters, played loud instruments on Learn To Fly, the band's song. Dave Grohl, lead singer of Foo Fighters, has confirmed Cesena as the new destination for their concerts.
Then there are online contests, microsites and special newsletters.
ColdplayHe challenged fans through a contest to create a video for one of their songs, Lost. The best clip won the competition and became the official clip of the song.
Radiohead (album)developed a microsite, radiohead.remix.com. Fans remixed the tracks of the band. During the campaign period, all remixes were uploaded and could be listened to on the site.
With us, Vineexclusively offered the fan community the first singles from the upcoming material. They got to the new sounds through a youtube link. The songs were listened to by fans before being sent to radios.
The fans are the ones who have a say, through their involvement, in the band's future plans: better concerts, different experiences, more interesting stories, bigger challenges, etc.
But online communication would not have power without the support of the traditional one: radio, TV, posters, etc. Relevant bands are those present at all points of interaction with fans. In the premises where they are present. Agree that a post in online can gather more noise around it than an interview in print, for example. But how do you reach those who are not online? Who are not addicted to facebook or youtube? Those who like to read a magazine, listen to a radio show or see a poster with the band on the way home, how do you get their attention?
Online likes do not mean concert tickets, purchased songs or T-shirts worn. Of course, it's not easy to turn every like into a sale. In short, out of 500,000 fans on the Facebook page, how many end up paying for the artist's work?
Focusing on a communication environment, regardless of potential, is a risk. One day, fans will no longer come to concerts, they will wait to find out on facebook how it was at the concert.
Music is about bringing people together. Being part of a band is still a challenge for me. Online and offline.