Mike Masnic says that it is important for an artist to connect with fans (CwF) and give them a reason to buy (RtB), rather than forcing them to pay. This is similar to Amanda Palmer who asks her fans for help, instead of making it so that her fans had no other choice but to pay. Masnic says that CwF and RtB helps create a new business model for artist in the music industry helping them to bypass it.
Masnic also talks about there being more content, opportunity and access than ever before and that the music industry is not just the recording industry but rather all other aspects that go into an artist. This is because while people are spending less money of CDs, they are spending more on other aspects such as going to live shows and merchandise. Masnic emphasises that it is still important to CwF and give them a RtB these other products provided for them.
The fact that there is more content available than ever due to bedroom producing, means that not everyone makes money from the production of music, signifying how important it is to provide the fans with a reason to buy, making them want to buy rather than feel like they are being forced to.
HOW CAN OUR ARTIST CONNECT WITH FANS
Connecting with fans is simple to do with the increasing availability of social media. Jay Harper has a Facebook page, Instagram, Twitter, and YouTube account and the links to these are found on his official website.
Harper will post on Facebook, Instagram and Twitter accounts, talking about what he has been up to and replying to fans. This is important as it means that he is directly connecting with the fans on a personal level, giving them a reason to buy as they have a more personal and intimate connection.
On his YouTube channel, Jay Harper's latest music videos will be uploaded, however, he will also post vlogs in which he will give the fans an insight into his day to day life. This is something that George Ezra had done with things like 'George Ezra - The Story of the Ezra Express' and like the Vevo Lift Series which gives fans an insight into the life of the artist which may even include a question and answer session.
Often artists send out a newsletter in order to keep their fans up to date a release official information, and sometimes, they even name the recipient. Jay Harper sends out monthly emails in which he summarises what the has been up to that month.
Having a fanmail account is another way of connecting with fans as it will allow fans to email Jay Harper directly and therefore create a unique personal connection between that particular fan and Jay, something which will be different for each individual artist.
WHY WILL THIS GIVE THE FANS A REASON TO BUY
This will give Jay's fans a reason to buy because they feel like they have a more personal and intimate connection with him, encouraging them to spend money as they feel like they know the artist.
Additionally, by giving the fans constant updates, the set pattern of album, tour, break is broken. This is because the internet has allowed for these constant updates. If fans are not updated about what the artist is doing, they have less incentive to buy because they will lose interest. Constantly updating the fans is a way of maintaining the connection with them and therefore maintaining their interest in the artist, giving them a reason to buy.
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