Our friend Jeff Rohrs from FanMail technology partner ExactTarget does a spot on critique of Coldplay's direct to fan release. What they did right and what they could have done better.

Check out the video here

From the Lefsetz Letter:

"We are speaking of the aforementioned e-mail list here. Yes, you have got to collect names. But how?"

By making it a better offer, a better business proposition.

A Website is no longer just a repository of information, it is the front door to your fan club. You may be a musician, but second to that, you are running a club. You have to spread the word on your music, you have to create demand for your tour. This is especially true for so called "heritage" artists."

Check out Bob Lefsetz's post called "net oppertunities".

"First and foremost, for the very first time in history, you can know who your audience is. You can collect the e-mail address of everybody who likes your music. Maybe give a track away for free for an e-mail address. Maybe not all of the addresses will be valid, but if they are truly fans, they would LOVE IT if you contacted them in the future. This is what Led Zeppelin did with their O2 ticket sale, this is what Radiohead did with their name your own price "In Rainbows" deal, this is what Trent Reznor does again and again. You have to harvest e-mail addresses. So when you go on tour, when you have got something to sell, you can ALERT YOUR FANS!"

Our new client The Dandy Warhols did just this. Want the track? Sign up here to get THE WORLD THE PEOPLE TOGETHER (COME ON) free MP3.

Labels: band management, dandy warhols, email marketing, fans, mp3s, new clients, superfan