Music and Society:Segmenting your Fan Community     Presented by Duncan Freeman   Band Metrics: www.bandmetrics.com
Introduction
Outline:1. The Online Community for Artists2. Music and it’s Role in Community3. A Few Social Functions of Music4. Why Com...
The Online Community for Artists
Music and it’s Role in Community
A Few Social Functions of Music:• Narration/Experience• Oppression/Frustration• Protest/Activism• Spiritual/Religious• Nat...
Why Community Matters for Artists
Superfans to Fandom
Radio Research Project
Groundswell and Social Technographics1) Creators: Write blogs, avid micro-bloggers, upload music,photos and videos, etc. (...
Facebook Segmenting Example (part 1)                                 Critics                                 Creators     ...
Facebook Segmenting Example (part 2)                                   Joiners                              Market Research
Summary• Understanding your fan base and the audienceyou want to reach and engage is vital to yoursuccess• Create a strate...
Resources:• Groundswell: Winning in a World Transformed bySocial Technologies - Charlene Li and Josh Bernoff• Music, Cultu...
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Music and Society: Segmenting your Fan Community

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This presentation was given by Duncan Freeman of Band Metrics at the 2009 C/O POP Music Festival and Conference in Cologne, Germany. It explores the interconnected relationship between music and society, and how artists can better understand their own fan community through segmentation, which can lead to fan growth and increased revenue for artists.

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Music and Society: Segmenting your Fan Community

  1. 1. Music and Society:Segmenting your Fan Community Presented by Duncan Freeman Band Metrics: www.bandmetrics.com
  2. 2. Introduction
  3. 3. Outline:1. The Online Community for Artists2. Music and it’s Role in Community3. A Few Social Functions of Music4. Why Community Matters for Artists5. Superfans to Fandom6. Radio Research Project7. Groundswell and Social Technographics8. Facebook Segmenting Example9. Summary10. Resources
  4. 4. The Online Community for Artists
  5. 5. Music and it’s Role in Community
  6. 6. A Few Social Functions of Music:• Narration/Experience• Oppression/Frustration• Protest/Activism• Spiritual/Religious• Nationalism/Patriotism• Emotion/Witness• Entertainment/Recreational
  7. 7. Why Community Matters for Artists
  8. 8. Superfans to Fandom
  9. 9. Radio Research Project
  10. 10. Groundswell and Social Technographics1) Creators: Write blogs, avid micro-bloggers, upload music,photos and videos, etc. (least plentiful, most important fans)2) Critics: write reviews, respond to posts/comments, videos andmusic (high value music enthusiasts)3) Collectors: organize content for themselves via RSS, tags,bookmarking, etc. (avid music enthusiasts)4) Joiners: participants within your social media places likeMySpace, Twitter, Facebook, etc. (fans that share & recommend)5) Spectators: listen to music and watch your videos, but that’sabout it (the majority of your fans and music listeners)
  11. 11. Facebook Segmenting Example (part 1) Critics Creators Spectators Collectors Total Fans
  12. 12. Facebook Segmenting Example (part 2) Joiners Market Research
  13. 13. Summary• Understanding your fan base and the audienceyou want to reach and engage is vital to yoursuccess• Create a strategy for segmenting your fans• Identify• Engage• Measure the results• Actionable Intelligence• Repeat
  14. 14. Resources:• Groundswell: Winning in a World Transformed bySocial Technologies - Charlene Li and Josh Bernoff• Music, Culture, and Society: A Reader - Derek B.Scott• Essays on Music - Theodor Adorno• Symbolism and Practice: A Theory of the SocialMeaning of Pop Music - Paul E. Willis• Distinction: A Social Critique of the Judgment ofTaste - Pierre Bourdieu• www.bandmetrics.com

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