Now that NIN mainman Trent Reznor has said he’s abandoning Twitter and other transparent Web 2.0 platforms I thought I’d give a couple of examples of bands and musicians using Twitter to their advantage.
First, it’s worth mentioning that Twitter is not a social network; at least not in the ‘classic’ sense that people perceive social networks. Twitter is a platform that is more closely aligned with IM and texting, once you grasp that idea it makes it easier to understand how to use it to reach your fans. It is all about two-way communication – think about how you use IM or texting with your friends. It’s a conversation starter or a quick update tool, either one works.
The image above is of a tweet from Grizzly Bear‘s Ed Droste. I follow Ed as he has a knack for keeping me up to date on Grizzly Bear’s machinations in a droll way. He shares information that I find compelling, information that I want to share with my Twitter followers – and that is the point of Twitter, sharing. Using Twitter is not about the sale [I immediately stop following people who direct message (DM) me with "offers" that are too good to be true.] You shouldn’t post a message to Twitter like ‘Buy our new album, it’s out now!’ Would you do that in a text to your friends? I’d argue only if you know them very well, on Twitter you can have thoousands of followers who you don’t *know.*
It’s about joining the conversation. Here’s another great band I follow, O+S [pron. O Plus S.] In this message they have joined in a discussion about the Cocteau Twins with @jeremypair, they are not talking about themselves. This works on Twitter. More people will follow you if you have a story or an opinion – less will follow if you hard sell them.
Indie bands seem to be more personable and understand how to use Twitter to hang out with their fans. On the other hand major label acts tend to be more ego-driven and push messages at their fans. Chris Cornell for instance appears to tweet about the most mundane things. [That is, if it's actually Cornell tweeting as some artists get their publicists to do it for them - a huge mistake.] Here’s an example of a recent message which I presume is to his wife:
I’m sorry but that makes my toes curl, personalized messages that don’t include me turn me off. I’m sure his new found teenage audience loves it but that’s not for me, although I do admit to a certain voyeuristic impulse when I see his posts.. it’s like watching a reality TV show except unlike those shows this one is real and in real time.
Any way, good luck if you dive in. Take a look at what happened when I told my followers that I had joined Woxy.com with a new radio show. And here’s a more in-depth article on using Twitter.
Follow O+S on Twitter
Follow Edward Droste on Twitter
Follow Pampelmoose on Twitter
Thank goodness someone has the guts to say what is true here! Honestly, selling something on Twitter; giving away another download; announcing a concert that will occur in two hours(What city was that again? And can I get there from Seattle in two hour’s time?).
Yes, Twitter is great for making new contacts. You want to create new transparent relationships in the music biz here. Keep in touch with old friends and loved ones (Chris Cornell’s publicist) on FaceBook.
Love Twitter for brievity and info down new paths for discovery.
June 13th, 2009 at 2:49 pmJanet Hansen
Scout66.com
Janet,
I would argue that offering a free download is excellent use of Twitter and garnering new followers, as is announcing tour dates [obviously within a certain timescale.] I have to disagree with your idea of the music ‘biz’ as I think that is behind us now, especially with the advent of the Social Web. Facebook is part of the social web and I suggest that bands and musicians should use an app like Tweetdeck to dual post to both Twitter and Facebook simultaneously. Facebook and Twitter search will soon stand alongside, if not get ahead of, Google when it comes to searching in an ‘event-based’ way – i.e. when people trust their peers to let them know what’s going on and what’s best. Bands and musicians [and what I'm about to write may be hard to swallow for some] now have to embrace reputation management, if not they won’t own their own message online.
June 13th, 2009 at 6:22 pmBTW, more on Twitter and Facebook as effective search tools and reputation management here.
June 13th, 2009 at 6:24 pmHey Dave-
Somehow you and I missed the point that we AGREE on most everything. Actually, I was introduced to your music via someone across the country through an MP3 download sometime last year. What is a little unnerving is that it is so ubiquitous, relevance is lost UNLESS it is recommended. We are all so very busy just trying to figure out how to manage all that we do, I rarely have time to think about the exploration of music unless someone specifically asks me to listen to something.
Fans searching for new music is a totally different subject!
The reputation management is a very good point that everyone ought to read and consider. In the music biz there are two things that matter more than anything. Those are your reputation and the relationships you create along the journey.
Being polarized by opposing ideas or ideals on the subject of music is just counterintuitive to me. I do believe that large corporations and conglomerates want this business to be polarized. The thing none of us consider very often is we are talking about music, which comes from very deep emotional parts of many, many people.
I’ve worked with indies my entire career. The first project I ever worked on in 1984 was the most obscure indie label release you can imagine, but it was a concept (vinyl) album, that had legs and had a long shelf life. Some of the biggest mavericks in the biz are really good friends. They are David to the industry’s Goliath.
Hopefully I’ve cleared the air a bit, so you understand I am not a corporate junkie, actually pretty level headed when it comes to all this stuff. The late Daniel Patrick Moynihan is noted for saying “we are all entitled to our own opinions, but not our own facts.” Finding those facts is a mad scramble that did not used to exist in this business. More than anything we need leadership, and organizational infrastructure that does not become impounded by creative control.
Thanks for your reply to me. I appreciate it.
June 17th, 2009 at 5:15 pmJanet Hansen
Scout66.com
Great Article, Find More Articles for Promoting Indie Musicians at Grindstop http://www.grindstop.com
March 19th, 2010 at 6:13 pm