The Band/Fan Connection

The Internet has allowed there to be a direct relationship between musicians and their fans

A major reason the Internet has been such a successful tool for musicians is that is as created a stronger connection between musicians and their fans. Some of the most compelling results from the Pew Internet & American Life Project survey of musicians' online activity were regarding how the Internet has allowed musicians to stay connected with their fans. The study reported that 84% of respondents use the Internet to keep in touch with fans, and 74% are looking for reviews and direct feedback from fans (6).

For example, many musicians reported being able to "stay connected to their community of listeners while they're on the road, they can customize e-mail messages and change set lists in response to fan requests, or they can test market a new song" (6).

As we saw in the section regarding the Internet as a Marketing Tool, the internet has allowed for "direct marketing techniques to create and maintain relationships with fans, fostering the loyalty that comes with such relationships" (5). This is reflected in how "many popular musicians are also offering advance album and ticket sales online as an exclusive benefit to their fans" (6). By giving fans such an incentive to keep up with the band through their website, they feel a personal connection with the band. In MySpace for Musicians, Frances Vincent encourages musicians to maintain and utilize this connection with fans, because "an interactive environment makes you seem more real and less like a faceless marketing department behind a profile" (8).

Both successful musicians and those trying to make a name for themselves can strive on the benefit of being in direct connection with their fans.

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Read the whole study!
Artists, Musicians and the Internet

 

 

Go to the top artist charts on these websites, pick any artists, and find out how many "friends" they have. Look at all the feedback from fans!
MySpace
Bebo
PureVolume