A recent blog post by Bob Lefsetz echoes the direct “focus on fans” mantra I’ve been preaching for years. Here’s an excerpt that addresses the age-old need artists have to “get the word out there”:
“Realize the focus should not be on the media, but the fan. Just like the Internet rid the music business of the need to manufacture and ship, this same Net allows an act to forgo interacting with the media, to go straight to the fan. You must go straight to the fan.”
Here’s another gem I highly endorse:
“A Website is no longer just a repository of information, it’s the front door to your fan club. You may be a musician, but second to that, you’re running a club. You have to spread the word on your music, you have to create demand for your tour.”
That’s right. You’re no longer simply an artist. As Andrew pointed out so well here, you’re also a community builder, a party planner, and a social director all rolled into one.
P.S. I’m not suggesting you should ignore the media. The real lesson here is that all of your marketing efforts should be for the sole purpose of attracting fans and building relationships with them.