Breaking Your Dependence
At some point you need to reach beyond your friends and family.
Both friends and family can be very unreliable supporters... no matter their initial desire to help, they are unlikely to be naturally motivated. They are also unlikely to want to devote time to learning skills that might allow them to help you better.
Just because someone is a friend or family member does not mean they are automatically fans of your music. It is too easy to rely too much upon them, to prevail upon the relationship. Make no mistake, a time will come when they will feel used and abused if you call upon them too much, if you ask them for support too often. This is all the more true when they are not actually fans of your music.
It is perfectly okay for them not to be fans of your music. How many bands out there do you not follow? It’s not usually because their music is dreadful, just that it does grab your attention and hold on to it.
After all, what are the chances that your grandfather is a fan of speed metal? Even if they are, that does not mean they like all speed metal bands. They would have bands they click with and bands they don’t.
Have You Been Abusing Friendship And Family Ties?
The symptoms are easy to spot. Poor response. If you find that when you tell them about gigs, you get loads of “I’ll be there”, but on the night you get a load of “no shows”... then you are trying to play to the wrong audience.
If you don’t even get the “I’ll be there” responses then your friends and family are actively not interested in your music. Sure, they maybe don’t wish you ill, but they would far rather you just got on with your music and didn’t involve them.
Family and friends want to pat you on the back and give you a cheer for special occasions.
There is always the possibility of exceptions. A friend or family member who just happens to be a fan, or no matter what you do they will support you. Treasure them, but don’t build your strategy around such friends and family members.
Don’t waste time and energy trying convert friends and family into fans. Don’t try to force them into a fan role, it can be resented. Don’t treat them as fans, because almost certainly if they are a fan of you, they are fans of you the person, not your music.
Moving Beyond Family And Friends
A far more productive approach is to focus on finding fans. Finding people who gravitate towards the music you make... and the build on them.
A gigging musician might encounter them, but by far the majority of artists suck at engaging and retaining prospects and turning them into fans. Even online you will encounter potential fans, but unless you engage them in the right way, at the right time, you will lose them.
You need to find a potential audience. People willing to give your music, you, a chance. Listeners need to be courted. They are wooed into becoming fans. They are encountered as little more than having a neutral attitude towards you. They generally need to be engaged in the right way and encouraged along a path towards being a devoted fan.
Building A Fanbase - Relationship Marketing
Relationship Marketing is a common, modern marketing approach. I say modern, but the music industry has at least divided people into types for years. As a result, Modern Music Marketing has taken Relationship Marketing to a whole new level.
In essence, Relationship Marketing acknowledges the different types of fans, and it assesses them in terms of how close they are to you, as if you are building a personal relationship. Steps towards levels of intimacy. It understands that one message does not fit all. It seeks to give the right message, to the right person, at the right time. It’s goal is to draw people in and build a relationship with them.
I think of people in these categories:
People (General Population)
Actively Not interested
Disinterested
Potential Listeners
Unknown Quantities
Listeners
Disinterested Listeners
Passive Interested Listeners
Impressed Listeners
Repeat Listeners
Exposed or Seeded Listeners
Followers
Actively Interested Listeners
Fans
Paying Customers
Active Fans
Repeat Customers
Super Fans
Advocates
There will also be a path for fans who are disengaging, fans who have become inactive.
Natural Fans
Natural fans also exist, but they are far, far fewer. Such fans skip many steps along the journey. Such fans are hungry. They will automatically seek out your music and get to know you all on their own.
Natural fans are pretty rare. By all means engage and support them, however when you are looking where to spend your time and your marketing budget... there are more productive ways to spend both.
Next Up...Building A Fanbase - Your First Steps