Getting people to pay you without having to wear a horse mask is the goal here. (Photo by James W Copeland via Shutterstock)
Getting fans to hand over their hard-earned cash is no easy task. In fact, it’s one of the biggest challenges that artists face: making money from their craft. The truth is, there are a lot of tactics I could throw at you, and they’d read like some kind of get-rich-quick scheme, but at the end of the day, those tactics aren’t the ones that stick. What does stick is relationship building.
Let me ask you this: what makes you want to invest in something? What makes you buy your friend’s music or go to that indie book store or that little café around the corner that you like so much? Sure, the music is good, they always have your favorite books, and the food is tasty, but it’s more than that. It’s because something about it is calling out to you and in some way, you’re connecting to it.
You may not realize it, but that thing that keeps you coming back for more isn’t just about what’s on the surface. It’s about a pull towards a message, a mission, an entire ethos aligning with yours. That right there is what grows businesses, and it’s the same thing that grows artists.
As said in one of my favorite TED Talks by Simon Sinek, “People don’t buy what you do, they buy why you do it.” The reason people will invest in you isn't because they love the music, it’s because they believe in the people behind the music.
In this way, making emotional connections with others is by far your biggest strength towards building a tribe, growing your social media, increasing show attendance, and yes, even acquiring money towards your art. In fact, when you run into issues, ask yourself if the situation could be improved if your relationships were stronger in a certain area. I’m willing to bet the answer is often “yes.”
In the end, human beings are driven by a longing for community and connection. The more you can offer those things to your audience, the more engaged you’ll both become. The more you can show who you are and what you’re about, the more you’ll find people rallying around you. Focus on that, and I promise you, the rest will fall in line.
Next up: 6 Smart Ways to Make Money in Music While You're Still Waiting for Your Band to Take Off
Angela Mastrogiacomo is the owner of Muddy Paw Public Relations and Infectious Magazine. She has also founded several chapters of the free weekly music industry meetup Balanced Breakfast. Muddy Paw specializes in working with up-and-coming artists on personalized campaigns designed to bring their careers to the next level. To date, they've secured placements on sites such as Noisey, AbsolutePunk, Substream, Property Of Zack, PureVolume, Anti-Music, and many more.
