Thu, 3:00 - 4:00 pm
Hit The Fan: Rules of Engagement
Fan-culture 2017 and how to make the best of it.
One of the key aspects of today’s music business lies in fan engagement. The constantly growing supply of new (and old) music, the multitude of musical acts vying with each other for audience demand, make the creation of fans (like real fans) the essential aim to transforms short-termed attention into long-term success.
The session will take attendees on a journey to better understand how to convert casual consumers to being artist advocates, whether the acts in question are emerging newcomers, niche act or global superstars; self-promoted, releasing independently or major company signed.
Following an opening talk by Jennifer Otter Bickeredike we look forward to a discussion with a high profile panel.
Embodying the combination of real-world experience and academic knowledge, Jennifer Otter Bickerdike has over 20 years of experience working with tastemakers and cultural provocateurs such as Facebook, Interscope Geffen A & M and L.A.M.B. and has authored books such as „Joy Devotion – The Importance Of Ian Curtis And Fan Culture“.
As head of creative at Beggars Group (= labels 4AD, Matador, Rough Trade, XL and Young Turks) and creative director of agency Gas Associates, Alison Fielding has a portfolio of clients including The Prodigy, Morrissey, Pulp, Blur and The Horrors. Her work creating campaigns for artists often means to find the right balance between artistic products that can make a lasting impression and commercial aspects of providing product design for an ever growing number of platforms and formats.
Eddie Meehan is company president and co-founder of Wonderful Union, a Sacramento-based fan engagement company with a European office in Hamburg that builds websites, manages fan clubs, facilitates fan experiences on tours and handles infrastructure needs for big name artists like the Backstreet Boys, Taylor Swift, Miley Cyrus and Justin Bieber as well as offering customised services for many much smaller acts and their specific needs. Wonderful Union currently does multi-channel work with over 200 artists, helping them to grow, entertain and monetise their fanbase and build their artist „brand“.
Besides being a musician (she is the bassist in noise rock band Future Of The Left, has played with various other musicians and released music as solo artist) and being label owner of Prescription Records Julia Ruzicka is also managing her own band and has worked for various record companies. She has lectured subjects such as DIY music models for the British & Irish Modern Music Institute.
From understanding the emotional involvement that makes a fan a fan and the delicate balance between marketing and sell-out to utilising VIP ticketing, pre-sales or fan-contests etc. the session looks at the crossroads of fan culture and fan business in 2017.