Engaging fans by consistently providing exciting content and initiatives is definitely critical for cultivating a valuable and active fan base. But what happens if fans start becoming inactive? Is there any way artists can change this negative trend and recreate a connection with those fans which seem not to care much about them anymore?  Or maybe is it all about making sure fans don’t become inactive in the first place?

Let’s see what our industry experts think about it.

This Week’s Guests:

Timothy Vigon (Coalition Management), Wayne Morrison (Charity Foundation Rock 4 XMAS), Derrick Pedolzky (BackstageTV/OakSt. Productions)

What we asked:

Fan Engagement: What should artists do to excite inactive fans again?

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Timothy Vigon

Ex music publicist turned artist manager, Tim Vigon was the co-founder and director of Coalition Management, personally managing the likes of The Streets, The Music, Delphic, Fionn Regan and The Zutons. Coalition now has grown to represent a wide range of clients including Phoenix, Bloc Party, Noah and the Whale amongst others.

In effect I come from a very traditional way of thinking and the only way I believe anyone can excite fans active or inactive is through producing great new music. If you can work with your label/publisher and have them agree to let you give a track away then it’s the most simplistic and easy way to reignite people’s interest. All the better if you can do a video for it too.

This might sound trite but if you write an album/ep or whatever’s worth of your best material in a while and people are able to hear it then they’re going to be excited. At that point you can use databases/Twitter/Facebook etc to let people know they’re getting something for nothing and if it’s good enough then you’re going to get people wanting to know what else you’ve got up your sleeve. I’ve noticed some excellent uses of Twitter/Facebook by artists like Example and Professor Green who remain in constant touch with their fanbases and definitely give them entertainment and early looks at new material, but ultimately, like anything it comes down to the songs. Sorry to be so simplistic about it, but to me that’s the bottom line. A great song will get you all the interest you need, from then on in, it’s a case of staying interesting and engaged.

Wayne Morrison

Morrison is a Producer / Musician and President of the Charity Foundation Rock 4 XMAS.

In my opinion many fans look to their favorite artists to be inspired! They want what they fell in love with the first time they heard or saw something. As time goes on these same fans want new material that is innovative yet with the familiar hooks that captured them to begin with! This said I believe many fans like to have things that they might aspire to achieve. Things done well and professional with a simplicity that the novice or intermediate artist has a chance at replicating. Things also that attract the masses in my opinion are those that incorporate the public. The audience participation, 3D, sing along and familiar catch phrases! When these aspects are mingling with your market your prospective success has moved into a higher percentile!

Derrick Pedolzky

He is the founder of BackstageTV and owner of OakSt. Productions with over 10 years of experience in live production, artist managment, and viral video/social marketing. Derrick has also performed in the groups Jet Lawrence and Waterproof Blonde.

Coming from a live event background I always find that lots of bands get complacent in their performance and in how the engage their fans before, during, and after their shows. Whether you’re a local band playing bars, or an opener on a tour, until you’re at the arena level of touring, the easiest way to keep fans active and coming back is to talk to them. If you take the time to forge a personal relationship with your audience, even if it’s just making small talk for 2 minutes, that fan is going to remember you, your music, your band, and your performance. It can help drive merch sales and help establish your brand in regional markets galore. The best way to excite inactive fans is to make sure they never become inactive.

Share your point of view and ideas about this topic. We are always looking to hear from our readers, and will tweet interesting comments!

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