There is a huge issue that most artists face today with building actual fanbases. They don’t take the time to make emotional connections. So many want to skip the real work and go straight to the streaming platform that will get them plays (they won’t) or to the publicist who will get them PR But the harsh reality is you don’t have a music business unless you have a true fans – not huge Spotify streaming numbers, not tens of thousands of faceless followers on Instagram – REAL PEOPLE who you make emotional connections with.
This is where the work comes in.
Start With The People Who Are Already Emotionally Connected!
Years ago, I went to see Billy Joel at MSG, and what struck me was this: Even though the man can sell out MSG every single month, his people were there in the front row – His current wife, kids, ex-wife, and friends are all still there cheering him on! There are people who were there on day one and who remain by his side, and artists at every level need this.
Artists tell me all of the time that they feel like their careers don’t “count” because only their friends and family come to see them. This is a great foundation. Without them, you can’t build on anything. You must always have your friends and family as your foundation – you just need to make sure that they are bringing more and more people into the fold, and your audience is expanding. A lot of this takes planning and thought, and you have to understand how to guide new fans towards staying in the fold with powerful CTAs and thoughtful marketing and promotion.
Your Fans Are Not All The Same
The fact is, you will run into a wide range of fans: some are passively connected to you online but may not have actually heard you, while others are dedicated superfans who actively evangelize your music to others. Of course, most of your fans will fall somewhere in between these two extremes.
However small the percentage of your fan base that could be considered super fans, they are your true money makers and should thus be the focal point of most of your time and attention.
Why Superfans Are Your Gold
These fans like your music more than just. They have a connection to you, your music, and/or your fan base that is so strong it is part of them.
The more emotionally connected fans you have, the more money you will make both in the short-term and the long-term. The following are 4 ways that you can use to not only cater to existing superfans, but can actually help you to create MORE emotionally connected fans.
Here are 5 Ways to Create Emotional Connections with Your Fans
1. Think About Your Fan’s Journey – Plan It Well
A fan’s journey means when a fan or potential fan first finds out about you, it’s the journey THEY go on to discover YOU. This will most likely take place on their phone or computer. So if a potential fan hears you on a Spotify playlist, they will click on your artist profile
Will yours look like this? If it does, this is a good thing 🙂 If it doesn’t, please connect the dots.
(Graphic comes from my new book From Buzz to Bond)
2. Build Your Damn Email List! And Use It!
I speak to well-established artists who do not have email lists, and this is a grave mistake. Most artists tell me they dislike getting other artists’ emails. This makes sense because, frankly, you are an artist, NOT a fan. Fans who sign up to be on your mailing list want to actually hear from you – there is a huge distinction here!
Take your judgmental “I hate all other artists ” emails attitude out the door. According to OptinMonster, 60% of consumers say they have made a purchase as a result of an email marketing message. On the flip side, only 12.5% of them even consider a buy button as a purchase driver on social media. So please realize that the personal, direct interaction you create with your fans will always be more valuable than a single Instagram follow, and start emailing.
3. Take Fans Behind The Scenes (BTS)
A well-delivered behind-the-scenes experience is THE best way to make emotional connections with your fans. Because of this, Facebook Live, Instagram Stories, and YouTube shorts & videos increase that emotional connection. By giving fans a deeper look into the behind-the-scenes (BTS) happenings before, during, and after the shows, in the studio, on the road, etc. Ultimately, this gives attendees the chance to grab hold of the journey and come along with you.
These videos not only offer additional value, increasing the emotional connection within, but can also function as an emotional marketing tool. Giving your fan base the opportunity to take a sneak peek.
4. Share Passions Outside Of Music
Yes, you are a musician, and yes, your fans are so because of your music. But there is no reason the connection between you and your fans needs to end with the music. By sharing more of your passions and life with your fan base, you create an opportunity to strengthen the emotional connection. When we write Total Tuneups for artists, we choose between 4 and 5 THEMES. We try to keep the content tight and not stray too far from these 4-5. Music will always be one theme, so choose 3-4 more and stay with them.
This is niche marketing at its finest. Since a niche is a very specific, distinct segment of a market, those who support and act from within are much more likely to be passionate about it than someone who supports a broad topic.
5. Name Your Fans
This is a solid first step to creating a tribe, which is the most ultimate form of emotionally connected fan base you could have. This gives your fans a way to identify with a group, and ultimately creates insiders and outsiders, which helps strengthen the loyalty of those within.
This goes as far back as the Beatlemaniacs, Phish Heads, and Dead Heads. It means you are part of a larger community and that you bring a sense of belonging.
Today, this has been translated into other genres, though it still holds the same precedence: fans within the tribe are welcomed members of a community. Lady Gaga has done an incredible job labeling her fans as her Little Monsters, Ariana Grande has Arianators, Beyonce has the BeyHive, and BTS has A.R.M.Y. Imagine Dragons has the firebreathers – the list goes on and on and extends to actors and television series as well.
By giving fans a name and giving them a sense of belonging, loyalty to the community goes through the roof, leading to stronger long-term sales than you could ever have otherwise. The fans within these tribes are the ones who look for every opportunity to buy a new release, ticket or t-shirt, are the first to share a new music video (or tour video above, wink-wink), and are THE best asset you can have as you continue to build upon your fan base.
You can’t make emotional connections until you know who your fans actually are.
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