The most important asset to a creative artist of any kind is your fan’s email address.
It has the power to make what you do profitable, to allow you to do it longer, to control your own destiny, and maybe, just maybe, make a sustainable living and more. It has the ability to create a symbiotic relationship with your fans, gives you a way to hear their dreams for and frustrations with you.
Skeptical? O.A.R., Clap Your Hands Say Yeah, Dan Zanes will tell you that it’s achievable by a mortal artist, today.
The email address represents the deeply personal relationship between the artist and your fans, to be managed with both the emotional care of a relationship and also the financial value of an asset. Techies will call it a data asset. When linked with other data like the shows attended, songs purchased, favorite songs, zip code, age, other favorite musicians, it truly becomes a valuable asset.
Allowing your email list to be built inside a social network has the potential to supercharge the power of the email address and more sensitively interact with that list, focusing on issues that require action or direct response, like special tickets for an upcoming concert, private parties, etc. MySpace is only the first framework for the artist-fan-oriented community and a hint at the possibilities. For musicians and their fans, Haystack takes the artist development potential of the social network one giant step forward. I don’t need to repeat what others have written. Check out what Trendcentral and Daily Candy say.
And keep in mind the power of the email address.
I am the financial advisor to Haystack.