Musician’s Guide to Building a Fanbase Online

Building a loyal fanbase online is crucial for success. Discover key strategies and expert tips to grow your audience and engage fans more effectively across digital platforms.

How to build a fanbase online

by Tony van Veen of Disc Makers Blog

As an independent artist, building a fanbase is crucial (and at times it’s also tricky). Did you know that free CDs are a key incentive for fan-building? It’s true!

One of the best things you can do as an indie musician is learn from others and follow their lead.

I recently heard about the European pop-rock band called Halflives. They have a sharp, entrepreneurial lead singer name Linda Battilani. The band recently posted an ad on Facebook that said this:

“Don’t stream my music until you do this. Seriously, streaming is overrated. I want to make real connections with real music lovers like you. So, if you’re into catchy rock anthems you can sing along to at the top of your lungs, you’re in the right place. I’d love to send you a signed free copy of my debut record. Just cover the postage and I’ll send it your way.” 

What’s notable about this approach to music advertising?

1. The ad was catered specifically to fans of rock music (smart move).
2. They use CDs to build a fan list, and not just any old CDs, but a signed CD, which makes this offer unique.
3. The “cover the postage” offer in also covers the dollar or two — or in their case Euro or two — that it cost them to make the CD. This means the artist is never actually losing money when they give away a CD. Plus, getting a fan to actually pay for something makes them more likely to want to buy something from you again in the future, so long as they love that CD they just bought from you.
4. The ad is well-written in a very personal tone. It feels like it’s a real human talking to you, and it even gets in a gratuitous little dig against streaming. Always fun. 

Gaining a new fans online

I was so intrigued by the ad that I decided to take them up on their offer and get the full fan experience. Here’s what happened:

For starters, when I clicked on the ad it took me to this landing page that lists the CD and the songs, and tells me that I’m paying nothing for the CD and saving $11. 

But they don’t stop there. Right on their landing page is a special offer: 30% off if I buy a second signed CD. That’s just smart. Once someone is on your website and ready to pull out their credit card, why not try to sell them something more — even if it’s simply a second copy of what you’re already there for.

So I decided to pass on that offer and just go forward with my one free CD. I got to the checkout page, where I was encouraged to leave a tip, and (smartly) it was pre-filled with a modest amount of $2. I imagine many folks will think: What the heck, I’ll leave this as a tip. I’ll bet you that they tested exactly which default tip amount led to the highest total tip revenue. 

When I went to check out, I found out that the free CD would cost me $8 for shipping. Now, I know it’s coming from Europe, so I’m not too upset about that, but I can assure you that the cost of the disc manufacturing is well-covered by that small fee. 

So in all, I spent 8 bucks for a signed CD with some catchy rock tunes from Europe, and that sounded like a good deal to me as a supporter of independent musicians.

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Why was this a great move for online fan-building? 

The band Halflives did a brilliant job at promoting their music. Here’s why:

1. They did a good job at targeting an ad specifically for a rock fan.
2. They used a compelling offer (the free signed CD) to build a fan list. 
3. They aren’t just adding a name to a mailing list here — they’re actually getting paid! 
4. While they have the fan on their site, they are masters at upselling so that they really make money.
5. The e-commerce platform (which is probably standard Shopify functionality) is slick and well-executed.

In short, they are working hard to maximize the revenue from their music online. And if you want to ultimately make a living from your music, maximizing revenue is what it’s all about — like it or not.

So, can you build a fanbase online, too?

Absolutely! All you need is the inspiration, the will to do it, and a bit of time. Hopefully, this just gave you the inspiration. If you’ve done something like this, or you want to try it, reach out to your friends at Disc Makers to get a great deal on top-quality CDs to give to your fans.

Tony van Veen is the CEO of DIY Media Group, the parent company of Disc Makers and BookBaby. As a college student, he played in indie bands, created his own LPs, cassettes, and t-shirts, and sold them at shows. Today, he collects CDs, vinyl LPs, and concert t-shirts to support the artists he loves.