You Can’t Pay Bills with Facebook Likes … Or Can You?

Expert opinions on building an online community and turning fan enthusiasm into funding for new works.

It’s no secret that making a living with music—or any art form—is hard. Like, really hard. And when people tell you that you’ve got to be killing it on social media in order to advance your creative career, it can feel like you’re doing a whole lot of extra work that’s not related to your art with no guarantee of a return. But does it have to be that way? Ken Umezaki of Digital Daruma moderated a panel at SXSW Music about how musicians can rethink social media, use digital communication to mobilize fans, and thrive—financially and otherwise—as creatives. Here are some tips from the pros.

Identify what social media means for you…

Do you like to engage in lively, interactive digital spaces packed with videos, media, and experiences that showcase your big personality? Are you better at nurturing personal, intimate connections and sharing heartfelt vibes of gratitude? What if you see making music as all biz, and you’d prefer to hire someone else to interact with your fan community on the Internet?

While using social media well has the potential to help you exponentially expand your audience, Michael Rosenthal of Mick Management acknowledges that the reasons you have to spend time in the social sphere “are not always the most artistically satisfying.” So think about how you plan to tackle social media, what you want out of it, and how you can use it creatively. It doesn’t have to be a chore—let it be a tool and a resource that gets you excited.

…Then go forth and do it your way.

Getting inspired by rad things other people are doing on social is great, but don’t do something just because someone else did it. “Social media shouldn’t be cookie cutter,” says Hayley Rosenblum, Kickstarter’s Music Outreach Lead. “Use the channels that work for you — you don’t have to be on everything.” If you have brilliant ideas for Snapchat and your fans really dig the photos you post on Instagram but you don’t like using Twitter, who says you’ve got to be on all three platforms? Go where you’re comfortable, and where you’ll be able to commit to building relationships and your online identity in a genuine way. (There’s definitely something to be said for being easily discoverable, though, so consider where you’ll get the most traction—and where your fans are—when making your game plan.)

Whatever you do, do it really well.

Everybody’s doing something, and it can feel overwhelming to try to rise above the noise. So do what you’re really good at: make some music! Now share it. Think outside the box and try unexpected things. Develop a consistent social presence and give people a (good) reason to remember you. And if you like doing the “quirky weird thing,” do it! Michael says to “find the thing you love, and run with it.”

Tim Quirk of Freeform adds that it’s not a matter of “how many likes or followers you have. It’s how you engage with them, and the quality of the conversations.” A connected audience is invested in you and will be following along when you release a new album, launch a Kickstarter campaign, or announce tour dates. (Psst! That can translate into the coveted dollar signs.)

Hayley has a few more tips on making your social interesting: “Keep your creativity flowing, give people experiences they’ll see as worthwhile, and try new things. Be authentic.”

Because you can’t pay bills with Facebook likes…

While a groundswell of support on social media has the potential to attract new fans, publicists, managers, promoters, media, and others, it’s not a magic ticket to financial success. According to Dick Wingate of Crowdmix Inc, in fact, social media really isn’t about monetizing clicks — it’s about “establishing your identity and building relationships with fans.” And, he continues, “most monetization happens off platform.”

…But they can help you get where you want to be.

A committed community that cares about you both as a person and as an artist, gets stoked about your new projects, attends your shows, and rallies around your work is pure gold. Mike reminds us that “your super-fans are your champions.” Indeed, your fans are your cheering squad, and some of your best promoters. Offer them meaningful experiences, give them opportunities to support you, do wicked good work, and the sky’s the limit.

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Sid Orlando is the Managing Editor on Kickstarter’s Community team. For lots of randomness, follow her on Twitter or Instagram @ohreallysid.

Check out what the Kickstarter Music team is up to at SXSW via #KickstarterSXSW, and learn more about #KickstarterMusic.