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"Simply put, fans represent money and to not know who and where they are spells doom. Kirk Whalum and Dave Koz (and their management and label teams) are relentless in pursuit of fan data and constantly invite fans to assist them in further developing their base through viral outreach. Whalum’s Twitter followers already number more than 3,500. Koz is approaching 1500 fans on Facebook and Kirk is closing in on 4,000. This is the future of fan development, plain and simple. These numbers, and the ultimate control of the consumer/fan base, come from a commitment to social networking content and technology. If you have 10,000 direct connect fans you have control of your destiny in terms of product and performance revenue. Artists can double fan totals annually if they’re committed to the task. |
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The Straight Skinny
Two Cents Worth
By Carol Archer |
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Heads Up founder Dave Love, who fathered 20 Grammy nominations (or wins) in the process, figured this out a decade ago: Work radio with your core artists, use them as leverage to introduce and develop new talent at radio, but focus on control and development of the fan base data at all costs. The dude is brilliant at focusing on things he can control that impact long term development of both core and developing artists.
"My advice: get artists into the digital space in meaningful ways now, because fans still love them and find them. Create digital content for these fans, turn them into viral advocates and never let go." |
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Keyboardist/producer Jason Miles suggests: "Maybe [what's wrong with Smooth Jazz is] it's the same California-based music and sound predominant over the last 10 years with very little introduction of new artists and music. It's a narrow vision that has gotten narrower and now is eating itself." |