Updated: Sep 22
Pointers from MusicMarketing.com's David Hooper's book, "Six Figure Musician", plus cases in point.
We often hear people say, “the music industry is dead”, “you can’t earn much as a musician.” But if you think a little deeper, music is probably the one thing that’s universal and connects people. The industry isn’t dead, it’s just going through a very long transition, in an attempt to stamp out piracy.
The way technology progressed with platforms like YouTube and Spotify has given the industry a surviving chance to stay relevant with today’s audience. Excluding external market influences, what else could labels, artist managers and the artists themselves do on social media, like Facebook, Twitter and Instagram to grow their audience?
Referencing David Hooper’s “Six Figure Musician: How to sell more music, get more people to your shows and make more money in the music business”, this post will highlight the 5 rules to connect with your audience on social media. Examples included to demonstrate the idea.
Be Approachable: the idea here is to show your “human side” and post like you’re speaking with an individual. One great example would be to post your non-music activities. If you're familiar with Mandopop king, Jay Chou, you'd know he seldom shows much expression on screen, yet through his Facebook page, you'd see a very different side of him, especially as a husband and father.
Give Value: While social media could be an outlet to garner fan support, do give little perks like a free photo/music/video download or how they could be part of your new music video/closed door event.
G-Dragon and T.O.P. of Korea's biggest boyband, Big Bang are very active on Instagram and if you're a follower, you'll notice they share a wide variety of photos and videos, especially while on the road. Such a treat for fans to see what's up behind the scenes.
Start A Conversation: Keep it a two-way traffic, let your fans to get to know you and vice versa. It’s not always about revenue. Plus, it’s a great way to obtain qualitative data. Amber Liu from Kpop girl group, f(x) keeps it real with fans and fellow artists. She consistently engages through mentions and retweets. But most of all, it lets other fans discover how hilarious she really is.
Go Beyond Text: Use alternative forms of content to engage with your audience. Keeps your page interesting and great for SEO too.
A single image wouldn't justify the myriad of content available on Singaporean singer, JJLin and Korean entertainment agency, JYP Entertainment's Facebook pages. Have a look and see how they've varied the type of posts from timely news, latest happenings in the artists' lives to upcoming music comebacks/events.
Ask: What would you like your fans to do? Ask and you shall receive (in most cases).
Korean American singer, Eric Nam is not only active on social media, he tends to ask his fans for opinions. Here's an example below.
There you have it folks! And if you haven’t had a chance to read David Hooper’s book, this comes highly recommended not just for music marketing, but as business reference too. Says the person who read it (me!) and the amazing Amazon reviews.
What other social media best practices do you know of?