I’ve said it before, and I’ll say it again. You can actually build a bigger fan base by appealing to fewer people. When you play it safe and try to be all things to all people … you end up being nothing to no one.
But if you specialize in a musical category that fills a need, you can stand out and create stronger bonds with fans.
Here’s one example …
SoundSleeping.com exists for one purpose only: It promotes and sells sounds for sleep and relaxation. According to the web site:
“The music and sounds on our MP3s have been carefully selected and mixed to produce beautifully calming soundscapes. There are no melodies to grow tired of, no changing styles, beats or rhythms — just consistently soothing sounds of nature with tranquil, slowly changing harmonies.”
On the site you can listen to a wide variety of samples and purchase MP3 downloads. Very cool concept.
The only problem with this site is it isn’t branded very well. It’s not clear who created it or who put together the music. Lesson: It’s a lot easier for fans to connect with a person than a “category of music.” Beyond that, it’s a very focused concept that definitely fills a need.
Harry and the Potters. Yes, this indie band plays music inspired by the smash hit book and movie series. The band’s tour last summer had the members doing about 60 sold-out shows in 90 days, mostly at public libraries and community centers.
Mark Maxwell has a series of romantic sax music CDs.
Laurel Canyon creates music for pets.
Altissimo produces military music.
Important note: You don’t have to base your entire music career around a single theme. You can still do your more generic pop or hip-hop or R&B music, while also having a specific theme project on the side.
Can you put this idea into action?
Is there a way your fans USE your music that is unexpected? Maybe they tell you how great your music is for driving or meditating or working out or making love. If so, consider creating a specialized collection of songs for that purpose alone. Build a separate web page (or an entire site) devoted to promoting that niche category of your music.
Why not? You just might attract a whole new legion of fans.