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Music Fans Vs Popular Culture Fans

Ben O'Hara - Sunday, April 10, 2011

Music Fans Verses Pop Culture Fans

I know that everyone has had a say about Rebecca Black in the past week or two (I am not even going to link to the video here) but I thought it timely to remember that Rebecca Black doesn’t really have anything to do with music or the music industry.

A lot has been written about Black’s ‘Friday’ video, (for the record I reckon I have seen and heard much worse – try 95% of the demo’s that come across my desk!) Much of what has been written looks at Black as if we are seeing something new in terms of the music industry.  We have always had Rebecca Blacks’ (remember the Crazy Frog?) and they will always get noticed some how – but it is nothing to do with music.

It is a popular culture fad.  She will come and go fast enough, unless she does something outrageous or exhibits a hidden talent that is not apparent on ‘Friday’.  It’s no big deal.  There is no difference between Black and the ‘Dancing Baby’ YouTube video, or ‘Charley bit my finger’ or countless others.  (YouTube them if you don’t know what I mean.) They are just unusual moments that get traction for some unknown reason, they become the must see moment of the week.  Big deal.  Nothing to do with music at all.

There are a lot of commentators who get stuck on this point.  I think that there are really two types of fans out there.  Music fans and Popular culture fans.  The music fans are serious about music; they listen to it, buy it and connect with music because they have to.  The music is what they are all about and they can’t live without it.  It is important to them.

The 2nd type of fan is the popular culture fan.  These people connect with music because music provides important touchstone moments in their lives…but they could live without it.  They might buy music from time to time, but they are more likely to buy music that is hot at the time, they won’t seek out an artists back catalogue or snap up everything that artist has touched.

I am not trying to belittle the pop cultures fans music experience, it might be important to them, but nothing like it is for a music fan. 

The problem for the music industry is that the pop culture fans heavily out number the music fans.  Horribly so.  The Music fan is also more likely to be a collector.  Their CD collection means something to them.  The CD and it’s artwork are important, something to have and cherish.  Pop culture fans are more likely to find the illegal download because it is about experiencing that touchstone moment, not collecting.

For years now I have see groups of students express this frustration with music not being as important to the rest of the world as it is to them.  They take a superior view that suggests that the pop culture fan is below the music fan and that it is some sort of right that ‘serious’ music (what ever that is) be taken seriously.  This gives them a license to dismiss anything that they see as not ‘serious’ music, stuff like Blank’s Friday video is reviewed and viewed as if it is competing for a place in their converted and carefully curated CD collections.  Of course in reality, it’s not.  It’s just a touchstone moment in 2011 culture that will be fondly remembered by a handful and completely forgotten by everyone else.

So let’s not worry about Rebecca Black – it’s as relevant to music as the yoyo craze that sweeps through school every few years.  Nothing to it.

Ben O’Hara

Rick Springfield is a Marketing Genius

Info Info - Wednesday, January 12, 2011

Rick Springfield is Marketing Genius

 

Remember Rick Springfield?   Probably not, right. Think 1982 and Jessie’s Girl, still struggling?  Well it turns out that his fans remember him.  Rick is working on the Nine Inch Nail’s model of connecting with fans + reason to buy = $$$ (Look up Michael Masnick’s talk here if you don’t know what I am talking about.)


Rick is so good at it he has made a documentary about his fans love for him and his love for his fans.  View the trailer here - 
http://rickspringfielddoc.com/


Talk about connecting with your fans.  Personally my favourite bit was “he can do whatever he wants to Jessie’s Girl, just so long as he keeps his damm hands off my wife.”

 

Rick’s site is amazing, www.rickspringfieldmerch.com the amount of merch on there is huge and he sells premium stuff, auto graphed albums and guitars, premium packing of CD’s and special concert tickets that include attending the sound check and meet and greets before and after the show.  Even better than all of that – why not join Rick on a Rick Springfield themed cruise?  Travel the seven seas’s, and explore new places all with Rick Springfield and his band playing all the way through. 

 

Check out the video from last years cruise.

http://www.rickspringfieldcruise.com/multimedia.html

 

What’s the lesson in all of this for you?

This guy is a bona fide Rockstar and you can get this close to him.  He loves the fans and he gives a lot to them.  He truly connects with the fans and gives them a reason to buy.  (Good luck downloading a cruise on the internet)  He is giving the fans a true Rick Springfield experience.  All bands can learn from this – updating your Facebook and sitting at the merch table after the gig is not connecting with fans.  I not saying that taking them on a cruise is, Springfield has workout that most of his fans are 35 to 45 year old women who remember having a crush on him 30 odd years ago.  You have to workout what your fans connect with you for…and meet them there.


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