WELCOME!

Welcome to “The Fan Experience

Tip Sheet.

There are 101 tips here for you to try out.

I hope you enjoy them.

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INSTRUCTIONS This tip book is not designed to be read

from cover to cover. Do not print it out! You

will wear out your cartridge. Read online,

dip in and out and

ACT IMMEDIATELY on each tip.

Do not spend an excessive amount of time

analysing or deconstructing the tip. TRY IT

OUT and record the result. You can then

refine it dependent on what you observe.

This is a tool for inspiration and action.

This is how you will get the best out of the

tips. 3

CONTENTS

SOCIAL

from page 6

COMMUNICATION

from page 27

FANBASE

from page 45

COMMUNITY

from page 63

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CONTENTS

5

CONTENT

from page 75

PARTNERSHIP

from page 91

COOL SURPRISES

from page 107

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Social networks are a hot topic in music business.

We must note the fresh trends, patterns and

cultures on social networks and we must work the

music business model in. This is because in the past

we could control broadcast and print. However,

people make up social networks not pixels. You

cannot control people.

This means that social networks are more than just a

marketing tool. To think like this means that we are

applying some out-dated ideas from our broadcast

way of thinking to a medium that begins with the

opposite principle to broadcast. In broadcast we

talk first.

On social networks we listen first. 7

Social networks are for socialising not broadcast!

Mass posting of content can annoy potential fans.

People are open to conversation on social networks

not broadcasting. 8

Different social networks are

for different things. They have

different audiences and have

different policies. Use them

wisely.

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There was a time when some people predicted that

the internet would separate us all. In fact, the

reverse is true. We are more connected now than in

any point in history. This is because connection and

therefore communication is a basic human drive.

We have always been driven to connect. Using

means of communication from smoke signals and

talking drums to the telegraph to the telephone and

then mobile phone. We are firmly in the Digital Age

and as such we are always online and this means

we must be present.

The fans are online all the time this means

communication is a key ingredient to creating a

compelling fan experience. 11

Listen to the fans and act on what they ask of you.

Let them know any actions were “Fan Requested.”

This helps the fans feel appreciated.

12

Describe what

you do as

specifically as

possible. Being

generic will

make sure you

blend in with the

rest.

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The Digital Age has given us more power. We have

the power to express ourselves across the globe

immediately. We can connect and communicate with

others who share in our expression immediately.

This makes your fanbase hot property. The more

active, responsive and connected your fanbase, the

more lucrative it will be. Not just to you but to others

So treat your fanbase well. How you treat your

fanbase will determine how they treat you in return.

People make up fanbases not data.

Hell hath no fury like a fan scorned…

15

Sales and marketing can run

up large budgets!

Balance this with fan

retention strategies. Your

fans are your assets.

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Big fans numbers mean little if your "fans" do nothing.

Are the fans motivated to come to your events? Or click

on your content? It’s responsiveness that counts not

numbers. 17

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Many of the most profitable music genres in music

business started in a community with no direct

music industry involvement. Community has always

been an key part of music. In the past communities

were geographic founded by village or by town. Now

communities are psychographic, meaning that

values and interests are the foundation.

This is because the world is becoming more

connected, so we are finding out what we have in

common with people from different countries. We

congregate around things we can share.

Harnessing the power of community is an important

part of increasing global reach. 19

Focus on

creating

community

instead of

increasing

email sign

ups and

followers.

It is

community

that

attracts

new fans.

20

Always have a forum on your website.

Start off a guestbook, message board or Facebook Fan

Page wall feed and work up to the forum.

This builds community. 21

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It is well-known that people are hungry for content

on the web. We have produce content all the time

from status updates to full length music movies. We

need good content and we need content that will

travel around the world.

Partnering with the fans is essential to creating

viral content. Give the fans the tools so that they

can interpret the music in their way and share it

with others. Fans are more likely to share

something that they have made for their friends.

This can then be directed back to the original work.

23

Are your fans messing with your music? Use fan

creations like remixes, mash ups, and you Tube

videos as part of a stage show. (With permission!)

24

Encourage word of mouth by nurturing fan creativity.

Give them the tools to reinvent

your work by issuing audio and video parts. Fans love

to share their creations with other fans. 25

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Partnership is essential in moving the music

business forward. People are reaching out to

each other around the globe and this is creating

massive opportunities for better music business

relationships.

You can reach goals faster by partnering with

others through pooling resources and expertise.

Partnerships also mean you can set and meet

bigger goals that were once out of reach. You can

also lighten work loads and increase fanbases

overnight.

Real life is not about competition.

Real life is about collaboration. 27

There are two markets for

fans. Business to Business

and Business to Consumer.

You need Business to

Business fans too.

Build relationships,

networking is just the start. 28

29

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Many things sustain relationships. The “Cool

Surprise” is one of them. The great thing

about cool surprises is that they create magic

moments in the mind of the fan.

Create a pleasurable environment for the fans

online and offline. As humans we move away

from pain and towards pleasure so this is a

way of bringing the fans to you and getting

them to stay with you. Cool surprises give the

fans something to talk about to other fans and

potential fans. It is also important to give the

fans great memories.

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Do you know the

fans’ birthdays?

Why not send

them a

personalised card

or email, maybe

even a gift!

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Do you share a birthday with your fans? Surprise

them! Let them know and you can celebrate together

in a way that suits you best!

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ABOUT THE AUTHOR Leena Sowambur is an established expert in digital music

business. She has two music business degrees and ten

years in digital marketing and PR. Leena has held roles

within Sony , digital marketing agency Outside Line and

the pioneering music dotcom Peoplesound where her

clients included Universal, EMI and Warner. Leena has

plenty of indie sector experience as well and can name

Sanctuary, Echo, Beggars Banquet and Ministry of Sound

amongst her independent clients.

In her marketing and PR capacity, Leena has led some

big campaigns. She arranged for fans from all over

Europe to chat with the Sugababes via SMS by

coordinating a joint venture between O2, Universal, the

Sugababes, Outside Line and technology provider Flytxt.

Leena also secured massive online coverage and airtime

for Bon Jovi by collaborating with Heart FM. Another

project saw Leena arrange a fan led press junket with

Mary J Blige. Leena’s next step was Sony where she

looked after a larger roster of RCA artists from Beyonce to

Take That. Amongst many campaigns, Leena

commissioned the build of the first official Take That

website, and coordinated an online European Shakira

album release.

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As an example just some of the artist campaigns that Leena has worked on include:-

Shakira, Longview, Chris Brown, Destiny's Child, Darren Hayes, Take That, Fiona Apple, Killa Kela,

Angie Stone, John Legend, Savage Garden, Rod Stewart, Luther Vandross, Anthony Hamilton,

Bow Wow, Raheem DeVaughn, Citizen Cope, Syleena Johnson, Mary Mary, Kindred Family Soul,

Charlie Wilson, Mint Royale, Aphrodite, ShyFX, Paul Oakenfold, Real Ibiza V, Pulp, Pink, Ginuwine,

Bic Runga, Jamie Foxx, T-Pain, DMX, 50 Cent, Eminem, Bon Jovi, SLK, Jon B, A, Psychid, Three 6

Mafia, Empire soundtrack compilation including Quincy Jones - The Italian Job, John Williams -

Jaws and Danny Elfman - Planet of the Apes; Total Music Mirror Premium CD Giveaway

comprising of Pet Shop Boys, Cream, Kaci, Muse, BBMak, Zero 7, Beverley Knight, Cher, Depeche

Mode, Oxide and Neutrino; Red Magazine Feel Good compilation including Moloko, Lisa Stansfield

and Catatonia; Metro Life Live In London covermount CD including Suede, Basement Jaxx, Turin

Brakes and Carl Cox; Instant Music Premium CD Giveaway comprising of Stereophonics, Travis,

Marti Pellow, Stereo MCs, Feeder, Shaggy and Gabrielle; Eve Magazine Relax compilation

including Groove Armada and The Orb...

Leena’s primary business venture is “Positively Music”. Positively Music is a coaching business that

helps top music industry organisations create communities of enthusiastic and passionately loyal

fans. Leena is writing a book called “The Fan Experience” which will teach the music industry how

to put the fan or client at the centre of their business. Leena is also developing courses and

products to accompany the book.

Leena speaks all over the UK on the subject of digital music business. Events regularly include

University of Chester, University of Westminster, The Manchester College, London Metropolitan

University, Croydon Council, Southwark Council and Portobello Business Centre. Leena also

currently lectures at the University of East London. 35

In addition to music business, Leena also has interests in property, food, fitness and boutique

hotels. Leena’s UK and Mauritian land and property assets equate to £3M. In food, a new concept

in fat loss foods is being developed with her colleague, fitness model and celebrity personal trainer

Amille Glegg. In fitness and boutique hotels, Leena is developing the business for luxurious and

exclusive residential martial arts training and spa centres starting in Mauritius.

In her spare time, Leena enjoys travelling, writing music, socialising with family and friends and

training in fitness and martial arts. She is concerned with all aspects of conservation and wild life

preservation.

Read more about Leena Sowambur at www.leenasowambur.com

Keep updated on “The Fan Experience” at www.thefanexperience.co.uk

Find out more about Positively Music at www.positivelymusic.co.uk

Follow Positively Music on:-

www.facebook.com/positivelymusic

www.twitter.com/positivelymusic

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NEW ONLINE COURSE! Positively Music understands the importance of training and being continually up to date in the field of digital music business. Despite tough economics times, learning is vital for the stability and growth of the music business and helps prepare for the green shoots of recovery. Leena

Sowambur not only has over a decades worth of professional music business experience, she has five years as a public speaker, trainer and lecturer. Leena takes pride in delivering to high standards and is dedicated to constant and never ending improvement. As such Leena will be

launching a new online course for music business organisations in webinar format .

The topics that are covered include:-

• Social Media

• Email

• Website Build

• Ecommerce

• PR

• Marketing Mix

• Integration

• Location

• Fan Management

• Industry Trends

• Music Business Theory

Please join the Facebook page www.facebook.com/positivelymusic to register your interest .

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