‘FanCulture’ Film Launches

The growing power of fans...

Music fans in the digital age are always one step ahead of the curve. Long gone are the days when a secret track at the end of an album was considered an added extra and music marketing teams strive continuously for the next ingenious way to launch a band, promote a track, and ultimately sell records. As music can be sourced for minimal and often no cost, how do artists make the fan experience both unique, rewarding and cash generating?

Fan power can be harnessed through choice and participation. Kaiser Chiefs launched their latest album by allowing fans to design their own bespoke version – choosing the music from a selection of 25 tracks and creating the artwork. Fans had the opportunity to sell on their creations to others, creating an experience as well as a reason to participate. It’s all about giving something back to the fan, creating a money can’t buy experience and in return, forming an unwavering army of artist marketeers.

A new short film, FanCulture, created by London Marketing Agency Amplify explores the evolution of fans from screaming mobs back in the 1970’s to teams of truly powerful influencers.

Super Fans adore their chosen object of affection, they’re an unrelenting powerhouse for marketing purposes and often evolve into their own brand. Justin Beiber has the Beliebers, Gaga has her Little Monsters (a group which requires approval before you become a member). Jared Leto’s ‘30 Seconds to Mars’ created a sub-culture of fans known as The Echelon. They dress in red and black, communicate secretly, completing missions across the globe to worship and promote the band. There is a strict hierarchy within The Echelon structure; allowing members to have something to continuously work towards – a higher place in the pecking order. Through rewards, encouragement and support community’s can grow and become more powerful. They are a perfect example of the huge influence and power a fanbase has today.

Soulwax’s super fan Kevin became the mouthpiece for the band – they realized he knew more about the band, their story and schedule than they did and embraced and harnessed his adoration to their advantage, by handing the power over to a fan. But is giving the fan the power the right thing to do for the music industry?

In a recent interview, Noel Gallagher discusses the concept of the music industry treating the consumer as king and that music labels bend over backwards to please and grow their fan-bases… But he recalls that the consumers didn’t want Jimi Hendrix or the Sex Pistols, but they got it and it changed the world.

To view the film visit www.weareamplify.com

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