MUSIC BUSINESS · ·That Eric Alper
Direct Fan Channels and Social Media Reach
While social media algorithms limit reach, artist apps, email newsletters, and push notifications offer direct channels to fans.
Having one million social media followers does not guarantee an artist can reach one million people. Even though musicians reach massive audiences on social media platforms, algorithms determine how many people see their posts. Furthermore, any post shared on social media is in competition with all other posts appearing across the feed. At the same time, social media platforms are very successful at discovery and putting music in front of new listeners.
Artists already possess websites, streaming profiles, social accounts, mailing lists, ticket pages, and merchandise stores. Among existing channels, email newsletters have long been one of the strongest direct channels because they allow communication with people who explicitly chose to subscribe. In addition, push notifications delivered directly to a device are extremely valuable for information that contains a specific time restriction.
Artist apps gather music, announcements, tour dates, tickets, merchandise, and exclusive content in one place directly on fans' phones. By bringing these elements together, a dedicated artist app creates an environment where almost everyone inside is there for nearly the same shared purpose.
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