make it in music, success in music, music career success,
make it in music, success in music, music career success,

10 Best Tips For Engagement and Developing Aficionado Fans 

How to Sustain a Music Career

There is a lot written about exposure, engagement and fans. All three will be the deciding factors on whether you succeed as an indie artist.

 

However, not all engagements are equal. Some are from those who are just curious but cold about your music. Some just want whatever you are giving away. But others may be curious and could warm to your music while others, you have converted straight away and love your music.

You can see that focusing on getting the wrong type of engagement is not going to be beneficial. But, if you could engage with those that love your music they will turn into 'aficionados' of your music, your A-list fans. 

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What Are Aficionado Fans

These Aficionado fans have been defined in a Nielsen study of US consumers as having these characteristics (paraphrased):

  • They are the top-tier connoisseurs of music. 
  • They have eclectic music tastes.
  • They have a propensity towards indie music
  • They are always on the lookout and listening to new music.
  • They are willing to spend on all aspects of an artist's typical revenue streams e.g. merchandise, ticket sales, album sales and streaming.
 
Although only making up 14 % of the total music consumer population, they comprise 34 % of music spend.
Source: Nielsen.com

Why Focus on Aficionado Fans

As shown above, Aficionado fans, can become lifelong, true supporters of your music, ready and waiting to invest in your products. Your music matters to them and they want to travel your musical journey with you as loyal fans. They can play as great a part in promoting your music as any ad campaign. 

 

A core following of Aficionado Fans can be all you need to have a sustainable music career and this following does not have to be exceedingly large. Look at the rough annual budget below.

Item $ $
Album Production and release costs  10k  
One 12 gig tour- costs per gig  1k  12k  
Cost of living 20k  
TOTAL COSTS   42K
     
Per Item     
Net album revenue 10  
Average net merchandise revenue 15  
Average net ticket income 10  
TOTAL fan spend   35
     
Number of fans to cover costs (42k/35)   1200
The categories of cost and revenue can vary but you get the point. The number of fans required to sustain a career is probably a lower figure than you imagined so, making a  living from music is possible but you have to find and nurture those that love your music and turn them into Aficionado fans. That is the secret to a career in music.
 

10 Tips to Get More Engagement and Turn Fans Into Aficionado Fans

It's all about connecting. Fans are fans because they feel a connection to you in some way and it is this feeling you need to nurture and give your fans the opportunity to savour and express.

 

These are important fans so make them feel special. Here are some ideas to nurture that engagement.

1. Own Your Connections

To develop your connection to your fans you need to make sure you are in control of communications and that this is not controlled by a third party platform. The best way to achieve this is by having a fan-based email list. The list belongs to you and you can communicate with your fans whenever you wish.

 

It is a great way to communicate offers and rewards to your fans and develop further engagement. For example:

  • email private links to a new track not released to the public yet.
  • Email exclusives. Maybe earlier demos of your release.
  • Access to presale of your upcoming release or tour.
  • Offer generous discount codes for your merchandise or releases

This all goes to make fans feel they are a cut above the rest.

2. Giveaways

Everyone loves a giveaway. So run an online time-limited giveaway. This could be a bundle offer of some merchandise or something more personal like meet and greet at one of your gigs, a backstage pass or a one to one consulting session. Many fans are also musicians, singers or songwriters who would love to get your advice.

 

There is online giveaway software like Gleam, Woobox and ShortStack that can be used to help you set up your give away. Free plans are available.

3. Include Fans in the Creative process

Using email, vlogs on YouTube, posts to your Facebook fan page or Instagram, bring fans into your creative process. If you are writing a song record yourself writing out your lyric sheet corrections and all. Send this to fans describing where you are in your process and the song concept.
 
You could ask fans to suggest a working title for the song or send a demo asking for initial impressions. This really draws fans in and they will want to invest in the song once it is released.

4. The Personal Touch

For your top fans, the personal touch will really make them feel special and part of your team. Some ideas you can implement easily are:
 
  • After your gig stick around to greet your fans in person.
  • Man your merch table and give away a handwritten thank you card when they make a purchase. You can add a discount voucher or code for larger purchases (Bandcamp allows you to create discount codes).
  • If you have fan birthday details you can use one of the electronic birthday card services and send a birthday card using their email address from your email list.

Think what your best fans would appreciate. Remember these are the fans that could be with you for a lifetime and are willing to support you.


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5. Carry Out Fan Polls

Your fans can be the best place to start to carry out a little research, your very own focus group. Polls can be very insightful and give a different perspective.
 
We have all written a song that we think is the business, only to find others don't quite share the same opinion. So, for instance, you can send previews of your new EP or album tracks and ask your fans to vote on the order of tracks for the upcoming release. Not only do you give fans an opportunity to get involved, but you also gain insights that might impact what singles you release from the album first. It may not be the tracks you imagined.
 
Another poll topic is to let your fans vote on the cover art options for your upcoming single or album.
 

6. Hold Exclusive Events

When you hold an invite-only event this is an excellent way to build that feeling of worth amongst your fans. So hold a listening party in advance of your next release or premiere your Youtube promo video.
 
If you have the funds, organise a release party for your album or single. If not, set up a crowdfunding campaign or Patreon Account for this purpose with some special reward for your best contributors. This gives you an idea of the level of fan support you have.
 

7. Let Fans be Part of the Action

Earlier I spoke about letting the fans be part of the creative process. Taking this a little further, give your fans the opportunity to be in your next music video or be included in the song lyrics. This does not have to be free, this could be one of the rewards for your top contributors.
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8. Set up an Invite only AMA (ask me anything) Event

If you are up for it, an AMA is a great way for fans to connect with you on a deeper level. Set up an invite only event and use Facebook Live or YouTube live. You can also get some useful insight into your fans that might drive your next project, gig or merchandise product.

9. Set up Contests 

Contests are great for getting engagement. You could arrange a contest for best dance video or cover version of one of your songs or wearing or advertising some of your merch in the most unusual setting or in the furthest location from your base. Provide details of the selection process, the reward and how and when the winner will be announced. Make this an event in itself.

10. Online Private Members Club 

Exclusivity is something fans are willing to pay for. There are services that allow you to set up a membership only subscription website on their platform, for example, Wild Apricot. This may be worth the investment and return a decent ROI if you have enough aficionado fans and have identified how much much they are willing to pay for a subscription. It is also a way to differentiate your top fans and allows you to create another reward or offer e.g. first-year subscription free. This membership area would be where you provide your top offers and exclusive insights.

 

If you don't want to go down that route you can create a private Facebook group with exclusive access for your aficionado fans.

 

These types of online areas allow your top fans to communicate with each other about your music and may encourage other fans to become members. Especially, if you make social media posts showing yourself and a member(s).

It takes a significant amount of time and effort to develop aficionado fans of your music, but the ideas above will help you set the wheels in motion. This type of fan can really make the difference to whether you can live the dream of having a full-time career in music.

 

Find them and nurture them, they are as important to you as you are to them.

 

Good luck.

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