Repetition – The first released song or project probably won’t be the one to break an artist. Keep swinging. Keep releasing songs and videos. Keep touring and content flowing on socials.
Think about artist brands as long term ventures… 3-5 year plans at least. Instead of album cycles, have a consistently evolving 18 month cycle.
Regardless of how you choose to plan, always know what’s coming next. The fans are expecting it.
Feed them, they multiply. Don’t feed them, and eventually they move elsewhere.
Consistent releases build the platform, which eventually can lead to bigger releases.
Relevance – It’s important to be great. It is essential to be different. For hockey stick like growth, it’s also critical to be relevant.
Relevance is how an artist and their records fit into the cultural context of music and society. Is the artist relatable to an already existing audience and creating the next wave simultaneously?
When an artist is different, great, and relevant, they explode – see the Beatles, Kanye West, Skrillex, Lana Del Rey, Chance the Rapper, Dua Lipa, and Ed Sheeran.
Retention – Keep the fans engaged always in all ways.
Fans connect with artists in different ways across various touch points. Some fans want to listen to a song. Others want to watch a video. Some want to read an interview and others want to go see a show.
Most fans have a specific communication channel where they find new song releases, tour announcements, etc.
There can be overlap across these channels, especially with die hard fans – In order to maximize retention, the important thing is “no fan” or platform is left behind.
Keep those channels primed with engaging content to continue growing the reach of your artist’s message.
It’s a lot easier to keep a fan engaged than it is to create a new one.