Giving Away Music Is Not Enough for Fans Anymore
Friday, October 5, 2012 at 9:30AM
A good post from Digital Music News. Fans want more than just a free download these days.
This is a situation that seems to be getting worse, not better. Because even the artists that are resigned to giving away their music for free are finding that it's still not enough to hook new fans. The modern-day media consumer is just too distracted, too overloaded, and too oversaturated to engage.
The question is whether the do-it-yourself artist can effectively cut through this. Direct-to-fan platform Nimbit has been researching this, and found that most fans are not seriously connecting after receiving free music. Instead, the company found that a disciplined follow-up is also required to establish a real connection, and more importantly, provoke a downstream sale. "What we have seen historically... is artists who promoted a free track and did no follow-up would get purchases from between 0%-5% of the new fans they captured," Nimbit SVP of marketing Carl Jacobson told Digital Music News
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