Dear Musicians, don’t be fooled by a follower frenzy! A million likes can’t fill a venue.
True fans are your ride-or-dies, the ones screaming your lyrics at shows, rocking your merch, and hitting repeat on your latest track.
They’re the key to a killer music career, keeping you afloat financially and letting you focus on what truly matters: making music!
So ditch the follower vanity and cultivate a crew of real fans who fuel your passion (and your bank account).
Table of Contents
Why Chasing FANS Beats Building a FOLLOWER Army
Here’s the difference between what a follower and a fan is:
FOLLOWERS
A social media follower is like someone in the cheap seats at a concert.
They’ve shown up, but they’re not exactly front row, singing along and waving their lighters (or phone flashlights these days). They might not even be there for the whole performance.
Yes, they’ve subscribed to your social media accounts and might have occasionally seen some of your posts on their feed. However, following you doesn’t necessarily translate to them actively engaging with your posts.
Their reasons for following are fickle: a catchy tune, a viral moment, or maybe they just accidentally hit that button. Engagement is like catching lightning in a bottle – it depends whether the content hits that sweet spot of attention-grabbing for them.
They might like a post here and there, maybe even share one if it strikes their fancy. Overall, their support is unpredictable.
FANS
A true fan is more than just a lurker on your social media page. They’re the ones actively jamming to your content, showering it with likes and comments, and sharing it with their friends.
They’re deeply invested in your music, connecting with your message and rocking out to your sound. True fans become your real-life supporters, filling venues, repping your merch, and keeping your music on repeat.
They’re the foundation of your career, the loyal crew that provides stability and lets you focus on what truly matters – creating the music you love.
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The Pitfalls of Equating Followers with Fans
In the age of social media, many musicians fall into the trap of mistaking follower count for a dedicated fanbase.
While a massive following might look impressive, it doesn’t necessarily translate to packed shows or a thriving career.
Imagine a concert venue with thousands of empty seats filled with “like” buttons. That’s essentially what a follower base without true fans represents.
As I’ve said, followers might passively see your content, but they’re not actively engaged. And if you continue to equate the two then you’ll definitely be experiencing problems on your way to success.
#1. CRICKETS IN THE COMMENT SECTION
Focusing on your follower count can lead you down a dangerous path of creating generic content that appeals to everyone and no one.
While you might analyze your followers’ diverse interests, trying to cater to all of them dilutes your message.
The result? Bland content that doesn’t resonate with your true fans, leading to a disconnect and a deafening silence in your comment sections.
#2. THE SOLD-OUT SHOW MIRAGE
Big follower numbers are exciting, but they can’t be the only metric for success.
Imagine dreaming of sold-out shows based on followers alone, only to face disappointing ticket sales and merch numbers.
Take for example rapper Lil Baby who surprised fans when he canceled 10 dates last year for his 32-city tour.
Reports suggested low ticket sales might be the culprit. Apparently, venues like Memphis and Seattle, with months until showtime, were reportedly less than half sold.
This begs the question: how can an artist with such a seemingly dedicated online following struggle to fill arenas?
Lil Baby is undeniably influential, but a closer look reveals a potential disconnect between online popularity and real-world support. That’s why grounding your expectations in various sources is key.
Look at your past performance and current engagement to get a clearer picture. This way, you’ll avoid discouragement and stay motivated by focusing on what truly matters: connecting with your fans and building a sustainable career.
#3. MARKETING IN THE DARK
Imagine throwing money at generic ads that miss your biggest supporters. Without understanding your true fanbase, that’s exactly what happens.
Your message might reach some, but it won’t connect with the people who truly matter: the ones who buy your music and fill your shows.
This disconnect wastes resources and leaves you frustrated.
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Can Follower Count Predict Venue Capacity?
While a massive follower count doesn’t guarantee sold-out shows, it still signifies a growing fanbase.
Chris Riva, analyzing data from Vivid Seats and Instagram, found a positive, non-linear relationship between the two. This means both follower count and venue capacity tend to increase together, but not necessarily at the same rate.
Not all followers are created equal. Growing from 1 million to 2 million followers might not translate to a bigger venue, whereas jumping from 10 million to 11 million might. This is because the earlier stages of growth often attract more dedicated fans who translate to ticket sales.
Riva’s analysis highlights this point. Noah Cyrus, with over 6 million followers, played at 9:30 Club, a venue in Washington D.C. with a 1,200 capacity.
It was a seemingly small choice.
Meanwhile, Dayglow, with just 200,000 followers, played the same venue. This just shows that Dayglow had much more true fans in their follower count than Cyrus.
This situation demonstrates that while follower count can indicate popularity it doesn’t guarantee equal active fan support like buying tickets.
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Ditch the Followers, Cultivate the Fanbase
In essence, follower count remains a relevant metric, but it’s just one piece of the puzzle. You gotta make sure you look at every corner first – the engagements, merch sales, ticket sales, and attendance to any public and free shows you have.
Understanding the true engagement and dedication of your fanbase is crucial for musicians to connect with their audience and build a sustainable career.
Focus on building a loyal fanbase by creating meaningful content and engaging with the people who truly matter.
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James Hill is a veteran of the music industry. He first worked at Warner Reprise Records then later joined Interscope/ Geffen Records where he managed producers and songwriters and got his first platinum record for Keyshia Cole’s The Way It Is. He is now helping indie artists with branding and manufacturing through his company Unified Manufacturing, a CD/DVD, custom vinyl records and merch company in LA.
