the power of newsletters
|25 feb 2011|
|Art piece by Thomas Koenig||
Everything has been said about Radiohead and its revolutionary launches (specially "In Rainbows" and its "pay-what-you-want" model), but I want to add a little something here, that does not focus on the launch mechanism itself, but on the multiplication of products available.
In the electronic music scene, it's quite usual to have several quality formats (with several price levels) available (LP, CD, various bitrate mp3, wav), thanks to the DJs (who prefer better quality). Some artists also do Deluxe editions, so there is nothing new here.
However, what I have been seeing is that if artists, labels and managers have a clear strategy about product diversity (from a crappy mp3 to deluxe digipack LP) and - most of the time - a good appreciation of which retail outlets should host which product version (i.e the deluxe thingy in the small record label, the wav version on beatport or juno, the mp3 version on itunes, etc.), most of the time, the way direct fans are managed looks like big bulky "one size fits all" initiatives.
Direct fans are those with whom an artist can talk... well, directly (rocket science, huh?). On one side you got all the social media platforms that enable conversations and on the other you have the quite traditional but still effective newsletter. And there we come. Newsletters are perfect in order to talk with and classify your fans.Why? Because email is not dead yet. It is even fairly stable and enables you to communicate in a clean and controlled manner with the people who love your music.
You should watch this video to know more about email marketing for musicians: