Bruce Houghton wrote this insightful article today on Hypebot. Entitled I‘m Sorry, But It Was Never Just About The Music, the article challenges the beliefs that a) musicians should only focus on their musical talents, b) the music makes the star, and c) spending time to properly learn and utilize digital/social media tools is a waste of time that could better be used practicing/performing. He does a great job likening what artists are doing now to what artists like Frank Sinatra did with their acting. Says Houghton:
Frank Sinatra made movies to reach a bigger fan base. Elvis’s hips and haircut were as much a part of his success as his recordings were. David Bowie learned that image and imagery could propel him to greater heights. After Saturday Night Fever, dance steps helped propel many live shows and for a time MTV made being visual an important component of success.
In other words, each generation’s megastars usually have that “extra something” that makes them stand out. The tools available to artists, especially social media, make it easier for artists to find that something special and get it out to their fans. While I don’t believe artists should have to spend tons of time learning how to use the technology (I think they build a competent team around them to help with this…*clears throat*…check out the Digital Music Consultation page), I do think that they should take the time to find out what technology they can use to connect to fans effectively.
Social media and digital technology make it easier than ever to make the fan-artist connection. Artists don’t need to get movie deals with major studios to reach a wide audience anymore. A well-executed series of webisodes can reach a broad audience on YouTube and Facebook. Press conferences? Nah…just answer your fans questions on Twitter. Houghton was right, it’s not just about the music. It’s about effectively connecting with your fan base. It’s about showing people that you’re really authentic.
So here’s my question: Artists, how are you using digital technology and/or social media to connect to your fans. If you’re a music fan, what are some things your favorite musicians have used to reach out to you through social media? Answer in the comments below.
