Direct to fan initiatives indie artists can actually use to get their first 100 fans

I recently stumbled upon this note:

It’s not dissimilar to what I’ve been talking about here or here or, on the whole for the last decade as a music publicist. What it boils down to for me is this. The indies can’t play by the same rules as the majors.

And yet, there’s lots we can learn.

I think this is key to just about everything in life. Pay attention to what you like, find a way to incorporate it into your own life.

Here’s an example. Back when I was having writer’s block, I made a point to start jotting down little moments or phrases that inspired me throughout the day.

• A red parka I loved on someone I saw at the grocery store, and how it made me feel.

• A commercial that made me cry—why did it do that?

• A band’s song that I loved and couldn’t stop playing over and over. What was I feeling? Why couldn’t I get enough of it?

And then, a funny thing happened. I started getting more inspired. Tapping into my feelings more easily. Seeing stories everywhere I looked. The more I paid attention, the more I saw. I began to turn those idle thoughts into creative ones.

That’s what I want you to do here. Pay attention to what the bands, artists, and even non-music brands are doing that inspires you. What are people doing? What is the world doing?

And then, think about how to turn that into something meaningful. A story in your newsletter. A photo you can share. An insightful video.

For example: Taking an idea from this article, maybe you love the Harry’s House pop-up, but that’s not realistic right now, so you partner with a local business you love to do a pop-up there instead.

Maybe you love how Tokyo Police Club filmed 12 hours of themselves and their fans performing “PCH” but that feels extreme so you do it on a smaller scale. Less people. Less hours. Same energy. Same local partnerships.

It’s a funny, beautiful thing, how the floodgates unlock once you start paying attention.

I know, scary! But at this stage, personal outreach and connections will be the fastest, most effective way to move the needle. There are a lot of ways to do this. Open mics. Introducing yourself to other bands at local shows. DMing new followers. Interacting with existing followers on their posts.

Putting yourself out there is scary. But, if we’re speaking strictly in marketing terms, it is the best converting tool in your arsenal. It’s also a nice way to make friends.

Then…

Probably this is your newsletter, but it could be other things too. Shows. Live streams. House shows. Social media.

You want to give them a place to continue the relationship, and newsletters (like this!) are best for that. The rest are great ways to continue fostering your connection.

And if you’re looking for ways to get fans on your newsletter, here’s an idea I hope helps.

I’ve been working with an artist who started using Textiful to capture email sign-ups and he’s had almost 100% capture rate at shows. All they have to do is text a specific word to a specific number, and that’s it! They’re all signed up.

In just about two months of working together on his fan growth strategy, he’s already seen his newsletter triple and his social media start to grow. It takes strategy, effort, comfort with experimentation, and most importantly, consistency, but it is possible and it doesn’t have to be a long, painful process.

People severely underestimate the power of local connections. We’re so eager to hit it big or get outside our cities that we don’t pay attention to how powerful the local community can be.

The other day, I was booking a photoshoot, something I do in addition to music PR and marketing, and I reached out to a local bookstore about shooting there. I’ve been a customer of the shop, and felt like it had the perfect cozy vibe I was going for, which I told them. They responded almost immediately to the request, saying it sounded fun, and of course, we could shoot there.

Once the photos are ready, I’ll be tagging them and allowing them to use them for their own social media and tagging me. They didn’t ask for that—but it’s a great way for both of us to grow, and I love that it’s one local business helping another. The music industry is no different! We have to grow together.

This article has a ton of ideas and this one has one real-life example from an artist. I hope they help!

You’re doing awesome! So…show it off and keep inviting people to be part of your process.

This means learning to tie all the pieces things together. Online, you mention your shows and showcase all the new things you’re doing to give people a sense of what they’re missing. At your shows, you invite people to join your newsletter to get first access. In your newsletters, you invite them to your show and offer special perks. See how it all connects?

The goal is to always be showcasing your process and your reality. Invite people to be part of it. Show them the inner workings and behind the scenes. Invite them into your world—and then deliver on it.

How did you get your first 100 fans? What do you feel has worked for you or conversely, what do you get stuck on?