Adele’s 25 Tour and the Untapped Power of Owned Audiences
On December 17, 2015 at 10am EST, 10 million Americans descended upon Ticketmaster.com, all in the name of Adele. The majority of this legion of 25 Tour hopefuls were left empty handed and irate. Buzzfeed listicles and memes abounded [Hello from the parking lot…]. I, on the other hand, easily secured my tickets one day prior during the email subscriber presale.
Looking back now, there are many lessons to be learned from how this general onsale was handled, most of which revolve around the issue of secondary ticketing. For me though, as both a fan and a digital marketer, the biggest takeaway is the untapped power of email and an artist’s owned audience.
The majority of these dismayed Adele fans did not have adequate insight around tour marketing, and they’re not alone. I often find myself in conversation with friends and family who are clueless as to how they can secure a presale password, let alone find out when their favorite artist sets out on tour. Sure, they follow these artists on socials, but in today’s algorithmic world that’s no longer enough. To truly strengthen the bond between fan and artist, and in turn drive a meaningful consumer relationship, we’ve got to look beyond social media to email and other owned channels.
Email marketing is the most direct way to deliver what both artists and fans want and need. As an artist, you’re reaching members of your fandom who explicitly expressed interest in you and your music. As a fan, you are rewarded with first access to important announcements regarding your beloved artist and their music (e.g. receiving presale info for Adele’s 25 Tour). From a marketing perspective, there’s no algorithm to battle, no posts to boost. It’s direct. It’s meaningful. It’s a win-win.
However, email marketing is a seriously under-utilized and under-communicated tool within the music industry. We’ve found with a variety of clients that while they have a massive following across social platforms, their email list is miniscule. Some of these artists reach just 1% of their total Facebook audience via email, if even that. The potential for growth around each one of these lists is almost unbelievable.
And with today’s technology, email lists are just the tip of the iceberg when it comes to owned audiences. Branded apps and fan clubs also allow artists unparalleled access to their core fan base. One Fame House client recently launched an app for their fans to amazing success. Built-in data capture capabilities within the app increased their email acquisition by 90%, compared to the previous period.
More valuable, though, is the connection this app helped cultivate between artist and fan. App users often gain early access to presale tickets around major shows, as well as new merch launches. Typically these releases sell out within minutes in the app, as fans are extremely appreciative of this “first dibs” feature.
Another Fame House client has spent years cultivating a strong connection with their audience through their fan club. Without question these club members are the artist’s most loyal, and profitable, fans. To better understand and serve their fans, they recently sent out a survey asking about listening and streaming habits, preferred social networks, dedication as a fan (# of concerts attended, how far they’ve traveled for a show, etc.), and questions around merchandise quality and pricing.
By reaching out to fan club members, they received more than 15,000 responses, as compared to 3,000+ responses from general fans. The insight gathered from these surveys is invaluable and highlights the power of the owned audience. Giving fans a direct way to offer their input is what generated such enthusiastic participation. They’re not just in it for the presale codes and merch coupons; they’re invested in the artist and want to be heard.
From arena killers like Adele to local acts grinding it out here in Philly, the connection artists share with their fans, and how they cultivate it, hinges upon more than just social media. Fan clubs, apps, email lists. In 2016, the means are there. It’s just a matter of carving out a strategy that’s right for the artist and their audience.
Originally published in April 2016, from the Fame House White Paper, Owning Your Audience: Building a Direct-to-Fan Strategy in 2016. You can download the entire white paper for free here: http://famehou.se/1n
