How Top Artists are marketing music in 2024
This guide teaches how to nurture and build a loyal fanbase using the same techniques and tools as rising stars Donald Glover, Sara Evans, and Conan Gray.
by single xyz
Building an engaged community of loyal fans is the key to long-term success as an artist. But constantly producing new content to keep fans engaged can lead to burnout quickly. That’s why it’s crucial to nurture your superfans by repurposing and remixing existing content in creative ways.
In this post, we’ll explore strategies used by top artists like Donald Glover, Sara Evans, and Conan Gray to strengthen connections with dedicated fans without overextending themselves. You’ll learn how they leverage their back catalog and owned channels to provide exclusive experiences that excite their core base.
You can go deep with the post below, or get the video breakdown here:
The Benefits of Offering Exclusive Content
Offering exclusive access to content is a powerful way to make your most loyal fans feel valued and appreciated. By giving them a sneak peek or a special release before the general public, you create a sense of exclusivity that can foster a deep, emotional connection with your fans.
With tools like Single, you can easily create exclusive digital experiences, merchandise bundles, or replayable virtual events for your VIPs. Some types of exclusive content to consider:
- Behind-the-scenes footage
- Early access to music videos or songs
- Special merchandise or experiences
- Live Q&A sessions or performances
Giving fans exclusive content strengthens their connection to you and your creative process. It attracts attention and gives your core base something special to get excited about.
How Top Artists Use Exclusive Content to Nurture Fans:
Let’s examine how some top artists are using exclusive content to build loyal fanbases:
- Donald Glover: The multi-talented artist premiered his new “Gilga Radio” show on Instagram Live, then made the exclusive playback available on his Shopify store. This strategy rewarded true fans while gathering valuable data.
- Conan Gray: The rising star teased his new music video early in-store, generating buzz and making his most dedicated fans feel special.
- Sara Evans: The country singer gave her fan club members first access to her new album art, involving them in the creative process and strengthening their sense of community.
- U2: The iconic band re-streamed old concert footage on the album’s 30th anniversary, offering a unique, nostalgic experience for long-time fans.
These examples show how artists can create memorable moments for superfans without constantly producing new content.
Focus on Owned Channels:
To sustain a career long-term as an artist, you must focus on building direct relationships with fans through owned channels. This means prioritizing platforms like email lists, fan community sites, and your online store for content distribution and connection.
When planning your content distribution strategy, consider:
- Teasing clips or behind-the-scenes footage to email subscribers
- Premiering full videos or songs in your online store
- Offering exclusive merchandise or experiences to fan site members
By putting your owned channels front and center, you create a more intimate and engaging experience for your most dedicated supporters.
Implementing an Exclusive Content Strategy:
Ready to start nurturing your loyal fanbase with exclusive content? Follow these tips:
- Inventory your upcoming content: List all the material you have planned, such as music videos, album art, and behind-the-scenes footage.
- Brainstorm ways to remix content for your VIPs: For each piece of content, consider how you can offer a unique spin or exclusive access for your superfans.
- Plan your distribution schedule: Prioritize your owned channels and stagger releases to build anticipation and reward loyal fans.
- Engage with your audience: Monitor what types of content and experiences resonate with your fans, and adjust your strategy as needed.
By focusing on nurturing your most loyal fans, you can create a sustainable content strategy that keeps your audience engaged without risking burnout. Single’s all-in-one platform makes it easy to implement these strategies and grow your fanbase on your own terms.
Key Takeaways:
- Offering exclusive content makes loyal fans feel appreciated and valued
- Prioritize owned channels like email lists and online stores to deepen fan connections
- Repurpose your back catalog creatively through limited releases or insider access
- Iteratively refine your exclusivity strategy based on fan response over time
- Avoid burnout by remixing old content in new ways rather than starting from scratch every time
- Direct fan engagement is crucial for sustainable success in the modern streaming age
Conclusion:
Building a loyal fanbase is essential for long-term success in today’s music industry. By offering exclusive access to content and prioritizing owned channels, you can create deeper connections with your most dedicated supporters.
Remember, consistently engaging your fans doesn’t always require creating new content from scratch. By remixing and redistributing your material strategically, you can keep your superfans excited and invested in your story.
So take inspiration from the artists who are killing the game and start nurturing your own loyal fanbase today. With the right strategy, a focus on your VIPs, and tools like Single, you can build a thriving career that stands the test of time.
Feeling Inspired?
- Subscribe to our newsletter to get weekly tips for going direct to fan.
- Install Single in your Shopify store to get started on your own.
- Get in touch and let’s talk for help brainstorming ideas, website builds, and more.
