Illustration by Ron Kelner
by James Pew
Music Group Think 004
Before we get into the topic of communications with fans and media, I’d like to point out a great piece written by Earbits founder Joey Flores called Bands Don’t Contact Me Unless… Its very important to get the perspective of bloggers and the media generally who are bombarded with press releases and emails from bands looking to get coverage.
Read: The Master Database of Music Group Think to get up to speed
Each artist is asking their fans if they’d like to receive the newsletters of the other artists in Music Group Think who are most relevant to the fans interests. The master database is sortable by fan base. We don’t send a Mindbender fan newsletters sign up request to Sean Reye’s fans; but we do send a Mindbender fan newsletter request to Prolific’s fans. Mindbender and Prolific overlap; they are both dope rappers. Sean Reyes fans are less likely to like hip hop.
Unless we know a person is an enthusiastic fan of multiple genres, we don’t bother that person with things that aren’t relevant to them.
The database is sortable by the type of media who review and editorialize artists and their work. We don’t send music, video, press releases or correspondence to media unless relevancy is established first. We don’t send hip hop material to media people who specialize in punk.
Along with relevancy, our database also qualifies influence. We measure influence of a given person based on whatever metrics we have available to us. Tools like google analytics, google alerts, compete, Klout, next big sound, blog rank, technorati, etc. If a music journalist has a lot of traffic to their music website and scores high on other indicators of social capital and influence we rank them as High Influence.
When it comes to qualifying fans in our database, those most psyched on music are marked as Super Fans. Keeping in mind that the majority of an artists revenue comes from the head of the curve of the fanbase.
The database marks how each email addresses was procured. It tells us if the email address is permission based, and if so who from Music Group Think was given the permission. We also know if an email address has been made openly accessible by the person who represents the email address.
Our goal is to find the people most likely to care about what we do and reach out to them with an offer of creative content and connection. If a person has a publicly viewable email address on a Facebook profile, along with all his favorite hip hop music, we have enough information to deduce if this person might want a free download link to Prolific’s next single.
If we can learn that a person is open to interactions with others of common interests, and we know that their specific interests overlap with ours, then we have established relevancy. We reach out to this person with an introduction and free download.
Why not if we can establish that this person has a high likeliness of liking our music? If we find out this person is open and hungry for new music there is a greater likeliness that this person may be of the super fan caliber.
What practices do you put in place when communicating with fans, media or any other music industry stakeholder?
To hear my musical collaborations with the artists of Music Group Think check SoundCloud.
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