It got me excited because it encapsulates a concept I’ve been dying to get out there.
People assume you have to be mainstream to be successful.
That the mainstream is the only path.
When the internet is actually built for the niche, not just the mainstream.
Here is the story Mark was promoting.
They’re two of over 2,000 members – fans who pay a monthly fee and, in return, get access to exclusive content from Sheffield metalcore band While She Sleeps.
While She Sleeps: Why I spend big subscribing to my favourite band — BBC News
It points to a story where patrons are paying good money to support their favourite creators.
This is what I am talking about.
It’s about depth of audience, not width.
It’s about fans, not followers.
It’s about niche, not mainstream.
Artist marketing used to be about building exposure and brands across mass market analogue platforms. With radio, TV and print all in decline – especially among the crucial younger audience segments – that approach is being replaced with targeted digital campaigns which in turn are fragmenting fandom and transforming what global fanbases look like ~ MIDiA