Intimacy Doesn’t Scale
For years artists have been using the Internet as a channel of communication to talk to their fans. We send out newsletters via email and keep our fans informed of our every move on Twitter and Facebook. We perform live stream concerts, publish videos directed at fans, and attempt to personalize these experiences by employing location based marketing techniques. However, we struggle with noise of the web and the dullness of a one-to-many relationship.
Our real world fan relationships are similar. When a band first starts out, they likely know all their fans on a first name basis because they are friends and family. As the band grows, they lose this personal touch and begin to market themselves in a one-to-many sense. This is apparent at a live show which sees the band performing for a...