How I Came To Be Working In Direct-To-Fan

DIRECT-TO-FAN STRATEGYWhat it is and how I came to be doing it

Jessie Scoullar

DIRECT-TO-FAN STRATEGYWhat it is and how I came to be doing it

Jessie Scoullar

1. Where I come from2. What direct-to-fan is

3. How we work

WHERE I COME FROM

I’m from New Zealand.

WANGANUI

WHANGANUI

I studied law, politics, philosophy and economics.

DUNEDIN

I was a DJ on student radio

I wrote music reviews for the student newspaper.

I qualified as a lawyer in 2003.

WELLINGTON

I wanted to be a music lawyer.

I operated a photocopier for a year.

I got a boring job.

I managed a band in my spare time.

Managing a band gave me a reason to meet people.

Venue owners, promoters, writers, advertisers, label people, licensing people,

band managers, musicians.

I discovered a love for the internet.

I wrote a blog

I learned some basic HTML.

My boring job was still boring

I wanted to move to London.

AUCKLAND

On my second night in Auckland I met the CEO of the recording industry association.

I became his PA.

Day to day management of artists’ business affairs

Stage management

Tour management

Merchandising

Public performance licensing

Online promotions

Festival production

Media liaison

Scheme Development Consultant

Scheme Development Manager

Redundancy beckoned

Now what?

?

I became an intern.

WANGANUI

1. Where I come from2. What direct-to-fan is

3. How we work

DIRECT-TO-FAN STRATEGY

WHAT IS DIRECT-TO-FAN?

It’s a way for artists to increase their sales margins.

It empowers the artist to create and develop a direct relationship with their

fans.

It complements existing sales channels.

1. Engage

2. Connect

3. Reason to buy

HOW?

1. ENGAGE

- optimise online presence

- build mailing list

→ create sales channel

2. CONNECT

- find artist’s unique voice

- create dialogue with fans

→ create relationship of loyalty

3. REASON TO BUY

- compelling range of offers

- quality, exclusive, limited edition

→ give a reason to buy

$999.99

£175

£40

£30

£6

£15

DATA

For example:

DATA

1. Where I come2. What direct-to-fan is

3. How we work

HOW WE DO

1. Where I come from2. What direct-to-fan is

3. How we work

QUESTIONS?

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