Catch our introductory blog post 'Do-It-OURselves' to get to know our basic philosophies.
This post will shed light on the administrative methods artists have utilised to drive impactful campaign activity through fan-engagement.
When bands conduct fan-fuelled promotional activities, it is often part of a bigger release campaign. The most rewarding outcome these projects foster, is their ability to form deeper connections between artists and the (potential) fans.
In 2011, British singer and songwriter, Imogen Heap, invited her fans into the creative process of making her new album come a live. She chose Facebook as the digital medium to connect with her fans and administrate the process. The problem with this process was, that she was left with only 5% of her time to actually make music. In this case, there is a significant opportunity costs and the method defeats the purpose.
Canadian group On No! Yoko asked their fans to create designs for their merchandize, including logo's, prints, graphics, and pictures. Their engaging efforts helped drive significant sales from their online shop. Currently, most fan-driven initiatives are administrated as competitions. However, this method would only apply to one-off activities, not for completing a whole release campaign, as Imogen Heap tried.
In the other end of the spectrum, major labels drives artist campaigns by utilising 'micro-influencers' through sites like tribegroup.co., inviting the micro-influencers to e.g. show how they would announce a new album with a creative post, thus creating 'small' waves of engagement. This is an effective part of a larger campaign strategy.
Right now, it is only feasible to run part of the release campaign through fans and 'micro-influencers'. Someone is needed to steer the process. For major labels the whole campaign is managed by an entire team. For a DIY artist, it gets very time-consuming to both manage the creation of content and administrate an effective campaign.
That's why Banders aims to give bands access to an interactive go-to-market strategy - an activity timeline that makes the administrative process intuitive. A tool that empowers the band to build their campaign. A campaign which is executed by engaging their fans and other banders. It provides the community context a new music release needs, on a level.
We are building a tool for bands that enables them to market their own music more effectively.
This can be a tool used for the emerging artists who wants to take control or to prove traction before talking deals with labels. It can be used by proven artists to take fan engagement to a new level and re-gain control over their own audiences.
The fans who engage with these campaigns does it in exchange of credit, payment or gifts from the bands.
Read our first post 'Do-It-Ourselves' to find out more about our basic philosophy.