May 15 2008
Content, Content, Content
We’ve been saying it for ages – content is king – but do bands really get it? My company works with so many artists, from evolving bands to artists with decades of success, but there isn’t really any consistency in either direction.
Some developing bands work as hard as possible to give their fans as much content as they can ingest; others think that their music alone is enough. Some established artists feel their name will carry them; others realize that their fans want to be on the inside more than ever before. In my experience the past few years, and certainly moving forward, content has not only become a tool but a currency. Artists can no longer prosper without it. Fans don’t simply want a great CD, a t-shirt, and to occasionally read or watch an interview. They want to know what it’s like backstage. What it’s like in the studio. On the tour bus. Walking down the street. They want transparency – and if you want a long term career moving forward, you better give it to them.
This could be regular blog updates, video from a tour, unreleased exclusive live tracks, a list of books you are reading, your favorite meatloaf recipe, or anything else that expresses who you are and gives your fans a further glimpse into your universe.
It’s not a difficult concept, but so many artists don’t consistently deliver. The challenge is not giving your fans something interesting – it is continually doing it so they come back over and over. Anyone in music marketing can tell you that it’s usually not tough to get attention, but it can be insanely hard to maintain and grow it.
So remember this moving forward – almost anything an artist does can be rolled up into (web) content, and that is one of the most valuable assets we have in this industry.
Hi Jason,
Really like your blog, especially this article. I have also worked with numerous artists and they have all been all over the place in terms of offering content on the web. But I agree it is the future (well actually it is now). In my mind it is engaging with the music fan at a higher level than just recorded music and bringing the fan into the inner sanctum of the artist.
I also have a blog where I primarily discuss issues that affect all stakeholder in in the music business..be good to get your thoughts….
http://themusicvoid.wordpress.com/2008/05/27/why-do-record-labels-spend-so-much-on-marketing-to-the-younger-demographic-with-the-lowest-disposable-income-instead-of-adults-with-a-larger-disposable-income/
Cheers,
Jakomi