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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
