Your Three Communities, Part 2: Connecting More Deeply To Your Engaged Fans

Part 2: Your Three Communities – Community 2 – Engaged Fansbigstock-People-try-to-connect-37039297

Last week I started my 3-part series called Your Three Communities and we started diving into how to connect with your superfans by making your live show as good as it can be. This week I will focus on how to energize and connect with Community 2 – Engaged Fans. These fans are your Active Online Audience. They are newsletter subscribers, blog readers, video watchers, RSS subscribers, active Social Media engagers who frequently comment & engage with you on Facebook, Twitter, and other sites you may be using. They’re engaged with you in what the New York Times brilliantly referred to as “ambient awareness.”  They know who you are but they may not know you very well (yet).  With this community, as with all three, engagement is critical, but here it will be different. In Community 2 contribution is critical but engagement is even more vital.

Brian Solis, the author of “Engage” and the co-author of “Putting the Public Back in Public Relations” has recently written a brilliant blog post on the reasons why creating content is a necessity in today’s social media landscape and it speaks DIRECTLY to your already engaged fans.

The Future of Marketing Starts with Publishing

This article is written for businesses and I have said this many times before: Your music is your business so it wont take much reading between the lines to decipher a plan for yourself in this domain.

Here are the two most amazing morsels:



Your Three Communities, Part 1: Your Super Fans

bigstock-Microphone-in-live-concert-34351733I’m just back from an amazing trip to Los Angeles where I attended and spoke at the ASCAP Expo. I also hosted a networking mixer at the house for 50 musicians from my community in Brooklyn and so I have been thinking a lot about community lately, and I have some thoughts:

Every artist has three separate communities.

Community #1: Your Super Fans

These are fans who are primarily Your Live Audience. You know them by name. If you play out live, they attend your shows regularly, and buy many things you offer (not just music). If you have a street team they are on it and they evangelize strongly on your behalf.

Community #2: Engaged Fans

These fans are your Active Online Audience. They are newsletter subscribers, blog readers, video watchers, RSS subscribers, active Social Media engagers who frequently comment & engage with you on Facebook, Twitter, etc.

Community #3: Ambient Fans

These fans are your Passive Online Audience and they are your social media friends who are aware of you via Twitter, Facebook, MySpace,, etc. but don’t actively communicate with you and may not have ever even heard your music (yet).

There are many different communities to tack on to this list but these are the primary three.

The problem is most artists have only one strategy for marketing and promoting to three totally separate groups.

The way you maintain your relationship with each of these communities requires a different strategy because you have varying degrees of engagement with each of them.

The way you create and develop your relationship with them should also take some careful consideration.

Yes, there will be overlap between them but not as much as you may think.

This article is broken up into three parts, one for each community. (more…)


A Lesson In Building Community (A Love Letter To Rob Gordon & What Are Records?)

whatareI recently took a vacation to Colorado to enjoy one of my favorite places on earth. I lived there for seven years and it is where I founded Ariel Publicity.
I spent some quality time with Rob Gordon – my first boss at the only record label I ever worked at: What Are Records? What I learned at What Are Records? has set me up for a successful career in the new music business and that is because of Rob’s genius around building community.

Rob Gordon had an uncanny knack for understanding it before many in the record business caught on and I continue to operate Ariel Publicity & Cyber PR campaigns based on his teachings. What I learned from What Are Records? is understand the value of community and connectivity and harness it to grow.

What Rob knew was: Observing and staying in constant contact with a rabid fan base, and nurturing them was the ultimate way to earn money in the music business.

Here’s what Rob Gordon did:

Harness Energy and Enthusiasm way before the Internet was used daily in the business Rob found a bound called The Samples and saw a phenomenon that was in the process of happening.  Every show they played was packed with college students, screaming along to every song from coast to coast, the word was spreading and the crowds were growing each show. The incredible part was The Samples had been dropped from their major label deal. Rob signed them and started recording their new album and at the same time negotiated their major label album back so he could re-release it on his label. (more…)