At a time when digital media is becoming commoditized, it’s increasingly important to rely on tried and true business practices to sustain a music career. Just as loyal customers are the lifeblood of small businesses, loyal fans are the lifeblood of indie artists.
1. Build relationships. Strong relationships with fans are gold. Engage them on an intimate and personal level. Drive them to web services that give you full control over communication with them, such as email lists or your own website.
2. Exceed expectations. Surprise your audience with the unexpected to create loyal fans. They don’t have to be expensive or big things. Send a picture of a hand-written thank you note. Give an extra reward to crowdfunders. Publicly thank a fan for a contribution. Get creative and have fun with it.
3. Cross-sell and up-sell. Music is just one of your products. Continually search for new things to sell that align with what you stand for. Don’t be shy about promoting them. If you truly believe in the product, it won’t be a problem.
With enough pressure and time, mountains can be moved.
Geology is the study of pressure and time. That’s all it takes really, pressure, and time.
- Red describes Andy’s prison escape (Shawshank Redemption)