In the “Land of 2000 Fans”
The other day I was having a conversation with a friend and associate who works in social media strategies.
I was lamenting what has become an everyday mantra, “how f*@king hard it is out there” to gain traction and build, let alone reengage and reconnect with the already existing fanbase. I commented that it feels like we start over everyday. Where are these fans that we thought existed?
My friend replied, “we live in a land of 2000 fans”.
I laughed, but I think he was right.
Now you can look at this in different ways. One obvious way to think about the business of music given this landscape is that it is completely discouraging and realize it’s unrealistic to make a career out of music if all you can gain is 2000 fans. Can you really make a living out of 2000 fans?
Seems insurmountable doesn’t it? Unrewarding, right? Seems like you better keep your day job, no?
(I’d say the answer to one of those questions is definitely a “yes”, you may want to keep that day job for now.)
Or, you can look at it differently.
Are there 2000 fans willing to spend $10 on your music (maybe it’s digital songs, maybe it’s merchandise, maybe it’s a house concert). That $20,000 is a start - consider it a seed of investment in your art.
It’s not making you rich but it’s not about that, right?
Change your expectations. Start where it counts - create great music.
Then, go develop your relationship with your fans, one at a time.
