The fine print of big ideas in music and technology, hosted by Cherie Hu and featuring a curated selection of leaders, innovators, artists and thinkers from across the music business. This is an ad-free audio companion to the eponymous email newsletter.
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The fine print of big ideas in music and technology, hosted by Cherie Hu and featuring a curated selection of leaders, innovators, artists and thinkers from across the music business. This is an ad-free audio companion to the eponymous email newsletter.
Episode 4 (ft. Amber Horsburgh): Why marketing music to strangers, not to existing fans, is more profitable
Water & Music
52 minutes
6 years ago
Episode 4 (ft. Amber Horsburgh): Why marketing music to strangers, not to existing fans, is more profitable
Music-marketing consultant Amber Horsburgh joins this episode to discuss why marketing music to strangers—i.e. to people who don't know who you are yet—is more profitable than catering only to existing fans. What are the limitations of Kevin Kelly's widely-cited "1,000 True Fans" theory in the context of artists trying to scale their brands? Why do record labels fall into the "content is king" trap and spend so little of their marketing budgets on reach and distribution, compared to other industries? How can artists engineer demand for their work and cater to lighter and more casual listeners without diluting the integrity of their core product and creative vision? After answering these and many other questions, we provide forward-looking as well as cynical takes on the recent news about Bandsintown acquiring media sites Hypebot and Music Think Tank.
Water & Music
The fine print of big ideas in music and technology, hosted by Cherie Hu and featuring a curated selection of leaders, innovators, artists and thinkers from across the music business. This is an ad-free audio companion to the eponymous email newsletter.
