Engaging Music Fans: The Next Level
April 16th, 2007
Janet Jackson held a contest for her fans to design the cover of her latest album. Shakira had fans send in clips of themselves dancing to “Hips Don’t Lie.” And Nine Inch Nails had their listeners re-mix one of their songs on Garage Band for a contest.
Well, a favorite band of Justin’s by the name of KMFDM is taking it one step further. The new album - “Tohuvabohu” - is in the works and on their site, their MySpace page and other places around the net, they are encouraging their fans to call into to a hotline and record messages about what KMFDM means to them. A select few of these samples will be chosen mixed into a song on the album, giving fans a chance to be on the record themselves.
Here’s the message for their fans:
Dial up and tell us, simply and honestly, what does KMFDM do for you? We’re not looking for you to shout out existing KMFDM slogans or say acronyms for KMFDM. Do something original instead. If you leave a good message we may end up using it on our new album. Please be aware that all messages become the property of KMFDM, Inc., and by leaving a message you grant KMFDM premission to use your words and voice in any fashion. Have fun!
And they had an overwhelming response.
A quote from their site: “We appreciate everyone who took the time to call and email. You’ve given us tons of material to work from. Huge thanks go out to all of you for being the greatest fans a band could have.”
Why are bands so far ahead of the rest when it comes to engaging their fans? Is it that they truly realize that they would be nothing without them? Is it that they regularly are able to look into their faces when they are on the road? I dunno. But I do know that they’re kicking the corporate world’s ass in the process.
Other posts by Spike.
Joe O'Keefe says:
Spike, your BLOG entries should be categorized as potential corporate Firewall killers. Your statement, “Why are bands so far ahead of the rest when it comes to engaging their fans?”, would be a great title for a presentation. I would hope you might explore that further, put together some slides (sorry Virginia), and let it rip.
I think the answer is in the question. The paradigmatic shift is so slow in the corporate world because there are many that do not see clients as “fans”. I have an advanced degree in Music so I have been learning the marketing thing by grabbing onto every morsel of info I can find. After a couple of years of applying many of the ideas I have learned from my WOMMA gathering I am amazed when I talk to business people and they look at me like I am crazy when I use words like evangelists, Net promoter Scores, and the like. I believe the shift is coming.
All we can do is continue learning from obvious, creative successes and drag everyone else along kicking and screaming. In my case, I have ONE person, our CEO, to convince and it is an enormous challenge. But what usually happens is he has some experience related to an idea I shared with some other product and then the lightbulb goes on, “oh, that’s what joe is trying to get us to do”. Which is fine with me. As long as we get there.
Spike, I really think you are on to something here and the music business is a great model because of the relevance of the examples you can use. You can stand in front of any type of group and people would immediately connect.
April 16th, 2007 at 9:07 amNathan S says:
No way. KMFDM is awesome! I wish I heard about this sooner
My guess as to why bands are ahead of the curves is because they have a different perspective. To a band, it’s their fans. To a company, it’s their customer.
The difference? One is a person that is a part of a larger group that supports you, and with bands that its the fans that support them is much more real. With a biz (most, anyways), it is a ‘target’ that is to be benefited from.
To me, perspective is slightly difference, but I think that’s what matters.
April 16th, 2007 at 10:05 amSpike says:
Fantastic comments, Joe. That’s a great perspective. The shift IS coming. I just have to remember to be patient!
Nathan - so true. I think that maybe the culture is different because they don’t have to put up with all the protocol and red tape BS so rampant in the corporate world.
April 17th, 2007 at 3:43 amFani dobrej muzyki wypromują ją za darmo - Think-a-Head - biuletyn innowacji marketingowych - buzz marketing, reklama, case studies, strategie says:
[...] Źródło: brainsonfire.com/blog [...]
April 25th, 2007 at 1:50 pm