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In today's oversaturated music industry there's been a clear winner amongst the artists that can build big fanbases.
The real common dominator I have seen amongst the artists able to transcend into super star territory, are the ones who build community.
With the number of artists growing exponentially since 2020, you really need to provide a deeper experience to fans to provide that connection and cut through the noise.
Fred Again is a prime example of a modern day artist who has done this spot on.
His playbook:
-Direct to fan relationships and messages in discord
-Exclusive listening parties for early fans
-Secret popup sets with feedback from fans on location and music
You see he's not just another guy releasing music and DJing, he's gone the extra mile for his fans. In today's music landscape this helps you cut through the noise big time.
So how can you start that first step toward community building as an upcoming artist?
I think a great first step is to create a well thought out 'micro brand' that exists under the umbrella of your artist name.
Fred had Actual Life. That name became the music body, then the pop ups, then the tour, then the listening parties. It all starts with another micro brand that exists under your artist name.
Here's another example, Chris lake has 'Black Book', his record label which is also live events that tours around. It's all about that micro brand under the artist.
I would start here, and think of a name concept that could live in all of these worlds and then scale bigger to events one day.
As I have realized the importance of this too, I have taken the initiative to start building a new concept to provide a deeper connection to fans.
I think this will be cool to teach this as a I build it with you guys in real time. This week, I announced my new 'Night Market' event in LA next month. The concept is simple, bring the night markets of asia and combine food/culture with music and give a unique experience to fans before the shows. This is only the first one, but I hope to grow the Night Market concept into a community/event that can tour in new cities too.
See you guys next week!
-Henry
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