Direct-to-fan

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Direct-to-fan is a business model used by independent musicians, independent music labels, music marketing professionals, promoters, and others in the music industry. Direct-to-fan is also becoming a model used by the broad definition of artists, including comedians, visual artists, and other entertainers looking to build and leverage a fan community throughout their career.

The direct-to-fan model bypasses the

monetize
those relationships, and use those relationships to expand their fan base.

Foundation components of this model include music discovery sites, and direct-to-fan music sales, marketing, and business solutions.

Direct-to-fan models encourage engaging directly between the artist and their fans, keeping the fans engaged, knowing who they are (who, what, when, where, why), building the artist's brand, and developing the artist-to-fan relationship over time.

Background

An early example of this method in the music industry was by the British rock band Marillion, who used the internet to connect with their fans to finance a North American tour in 1997 and a subsequent album in 2001, instead of signing to a record label.[1] In 2008, Alexis Petridis described the band in The Guardian as "the undisputed pioneers" of this practice.[2] It was also addressed by Michael Lewis in his book Next: The Future Just Happened.[3]

Tools

Some tools supporting direct-to-fan include: storefronts to sell direct-to-fan on band websites and on

Content Management
tools, Central Catalog Management tools for both digital and physical products, and digital delivery platforms that make it easy for you to sell direct from your website or social media by integrating with payment gateways, providing a checkout and automatically delivering music to fans via a download link.

Sales, marketing, and business solutions

More complete, one-place-to-manage-everything direct-to-fan solutions are beginning to emerge. They help the artist's team with fan management,

merchandizing, warehousing, fulfillment, and more, all from one dashboard
.

Solution example

An example of a direct-to-fan solution would have online storefronts for their official band websites, Facebook, MySpace,

ecommerce
and payment processing, and more.

Core applications that assist musicians in implementing a direct-to-fan approach include:

Companies that are delivering portions of the above direct-to-fan solution include:

Pledgemusic, ReverbNation, TuneCore, Zazzle
, GigRev.

See also

References

  1. ^ Masters, Tim (11 May 2001). "Marillion fans to the rescue". BBC News.
  2. ^ Petridis, Alexis (18 April 2008). "This song was brought to you by ..." The Guardian. Retrieved 8 February 2017.
  3. ^ Poole, Steven (21 July 2001). "The kids are all wired". The Guardian. Retrieved 8 February 2017.
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