Selling out Clubs With Very Few Followers? This DIY Band Is Making It Happen.
Ari's Take・6 minutes read
The video concept "POV you just found a new band" promotes the DIY success of Double Camp, emphasizing their innovative music distribution and community engagement while noting the balance of attracting new fans without overwhelming existing ones. The band is actively creating new music and managing their growth through effective marketing strategies and personal connections with fans, showcasing their commitment to meaningful artistry and financial stability.
Insights
- The video concept "POV you just found a new band" effectively captures the excitement of discovering new music, allowing fans to feel a sense of exploration while still catering to the existing audience without overwhelming them.
- Double Camp, consisting of Joe and Jordan, exemplifies the success of a DIY band with over 70 million Spotify streams and a strong community engagement strategy, including initiatives like "Secret Santa" and "campfire chats" that foster personal connections with fans through social media platforms like Discord and Instagram.
- The band emphasizes the significance of live performances for revenue, noting that they earn more from gigs than streaming, and they maintain a prolific songwriting schedule while focusing on creating music that resonates with listeners, particularly on themes like mental health.
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Recent questions
What is a DIY band?
A DIY band is an independent music group that manages its own production, distribution, and promotion without the backing of a major record label. These bands often take a hands-on approach to their music careers, handling everything from songwriting to marketing. They typically rely on grassroots efforts, such as social media and live performances, to build their fan base and connect with listeners. The success of DIY bands can be attributed to their ability to engage directly with fans, often creating a loyal community around their music. This model allows for greater creative freedom and control over their artistic direction, making it a popular choice among emerging artists in the music industry.
How do I promote my music online?
Promoting music online involves a strategic approach that includes utilizing various social media platforms, engaging with fans, and leveraging digital marketing tools. Artists can create profiles on platforms like Instagram, TikTok, and Discord to share content, connect with followers, and build a community. Regularly posting updates, behind-the-scenes content, and engaging in conversations with fans can enhance visibility and foster loyalty. Additionally, using targeted ads and playlist placements on streaming services can significantly increase reach and listener engagement. Collaborating with other artists and participating in online events can also help in gaining exposure. Ultimately, consistency and authenticity in content creation are key to successful online music promotion.
What are the benefits of live performances?
Live performances offer numerous benefits for musicians, including direct engagement with fans, increased revenue, and opportunities for brand building. Performing live allows artists to connect with their audience on a personal level, creating memorable experiences that can foster loyalty and support. Additionally, live shows often generate more income than streaming, as ticket sales and merchandise can significantly boost earnings. They also provide a platform for artists to showcase their music and gain new fans, as attendees may discover new favorites during performances. Furthermore, live events can enhance an artist's visibility and reputation within the industry, leading to more opportunities for collaborations and future gigs.
What is the importance of fan engagement?
Fan engagement is crucial for artists as it fosters a loyal community and enhances the overall success of their music career. Engaging with fans through social media, live events, and personal interactions helps build strong relationships, making fans feel valued and connected to the artist. This connection can lead to increased support, such as attending shows, purchasing merchandise, and sharing music with others. Additionally, engaged fans are more likely to provide feedback and insights, which can inform an artist's creative direction and marketing strategies. Ultimately, strong fan engagement contributes to a sustainable career in the music industry, as it creates a dedicated audience that supports the artist's journey.
How can I create a successful music marketing strategy?
A successful music marketing strategy involves a comprehensive plan that incorporates various elements such as branding, audience targeting, and content creation. Artists should start by defining their brand identity and understanding their target audience, which will guide their marketing efforts. Utilizing social media platforms to share engaging content, such as music videos, behind-the-scenes footage, and personal stories, can help attract and retain listeners. Additionally, leveraging digital marketing tools like email newsletters, targeted ads, and playlist placements can enhance visibility and reach. Collaborating with other artists and influencers can also expand an artist's audience. Consistency in messaging and authenticity in interactions are key components of an effective music marketing strategy.
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Summary
00:00
Discovering Double Camp's Innovative Music Journey
- The video concept "POV you just found a new band" effectively engages fans, creating a sense of discovery while maintaining a balance to avoid overwhelming existing followers.
- The host, AR Herand, promotes his book "How to Make It in the New Music Business," Third Edition, available in hardcover, ebook, and audiobook formats.
- Guests Joe and Jordan from the band Double Camp have over 70 million streams on Spotify and tour 300-capacity venues, showcasing their success as a DIY band.
- Double Camp distributes music through DistroKid and has recently signed a publishing and label services deal, which is artist-friendly and innovative in its approach.
- The band primarily writes their songs in-house, collaborating with friend Brian West, who contributes to about 75% of their music and plays multiple instruments.
- Double Camp engages in virtual writing sessions via Zoom, especially with collaborators in different locations, while preferring in-person sessions when possible.
- Their new publishing deal with Warner Chapel and Alliance Music Partners allows them to write for other projects while focusing on their own music for Double Camp.
- The band utilizes various social media platforms, including Discord and Instagram, to foster fan communities, referred to as "the campground," enhancing engagement with super fans.
- They run initiatives like Secret Santa for fans and conduct "campfire chats" to maintain a personal connection, utilizing Instagram broadcasts for updates and Discord for community interaction.
- Double Camp is currently writing new music for upcoming releases, exploring different genres, and aiming for sync opportunities while maintaining a close-knit creative process.
13:04
Band Cultivates Community Through Engagement Strategies
- Fans initiated a Discord server for the band, with four fans involved in its development and management, enhancing community engagement during tours with other bands like Almost Monday and Sub Radio.
- The Discord community organized a Secret Santa event to attract more members, showcasing the fans' dedication and the band's appreciation for their support.
- The band performs in venues with capacities of 200 to 300, highlighting their ability to connect with a tight-knit fan base despite having only 10,000 Instagram followers.
- The band utilizes Instagram's broadcast channel for announcements, emphasizing the importance of follower engagement due to the platform's algorithm limiting visibility.
- TikTok is approached as an experimental platform, with the band posting various content to see what resonates, reflecting the unpredictable nature of social media engagement.
- The band experienced a significant increase in monthly listeners from 0 to 400,000 after releasing their first five songs, aided by playlist placements on platforms like Spotify.
- They utilized Spotify's Discovery Mode, which increased daily streams of their song "Dreamers" from 4,000 to 30,000, demonstrating the effectiveness of strategic marketing tools.
- The band emphasizes the importance of live performances, noting that they earn more from college gigs than streaming, highlighting the disparity in revenue sources in the music industry.
- They focus on creating meaningful music that resonates with listeners, particularly on themes like mental health, fostering deeper connections with fans.
- The band actively engages with fans after shows, often meeting and signing for them, reinforcing their commitment to building a loyal fan base through personal interactions.
26:45
Health, Music, and Content Creation Journey
- The speaker takes three supplements daily, claiming they haven't been sick since starting this routine, emphasizing the importance of personal health management.
- They express disappointment over Mucinex being pulled from shelves, reflecting on their reliance on it for health support during illness.
- The speaker discusses the perception of success in the music industry, contrasting their experience with artists who have platinum records but may not have a dedicated fanbase.
- They mention the challenge of explaining their career choices to family, highlighting the importance of personal happiness and health over external validation.
- The speaker describes their content creation process, focusing on short-form videos to engage audiences, particularly through platforms like TikTok and YouTube.
- They invested in a Blackmagic camera and Da Vinci Pro editing software to enhance video quality, allowing for more creative freedom in their content.
- Every Tuesday is designated as "Double Camp Blockout Tuesday," where they shoot multiple videos, fostering a consistent content creation routine.
- The speaker acknowledges the struggle of balancing content for existing fans versus attracting new audiences, aiming to maintain authenticity while engaging viewers.
- They previously posted five videos weekly for each single but adjusted to two to three times a week to avoid overwhelming their audience.
- The speaker finds that spontaneous, authentic content, like food reviews during tours, often garners more engagement than heavily planned videos, emphasizing the value of genuine interactions.
39:14
Band Boosts Engagement and Ticket Sales Strategies
- After each tour, fans frequently inquire about upcoming shows, highlighting the challenge of maintaining audience engagement post-performance.
- Elanor, an LA-based artist, effectively manages ad campaigns for the band, significantly increasing ticket sales by 100 in the week before their headline show.
- The band ran targeted ads for each city, promoting their shows with a personal touch, which proved successful despite initial concerns about the approach.
- The ad campaign achieved an impressive conversion rate of approximately 10 cents per click, a remarkable figure in the advertising industry.
- A new song, "Shortcut," is now their top streaming track, receiving around 10,000 daily streams, largely due to effective ad campaigns and Spotify's discovery features.
- The band’s experience with playlists has changed; they now see lower streaming numbers from playlists compared to previous years, indicating a shift in audience engagement.
- The band struggles with tracking ticket sales data from venues, which complicates their ability to understand their audience and follow up with fans.
- They transitioned from UTA to Fata for booking, finding a better fit for their needs, while maintaining their distribution partnership with Version Three.
- Version Three operates on an 80/20 revenue split after recouping costs, allowing the band to retain a significant portion of their earnings.
- The band maintains a prolific writing schedule, producing around six to seven songs annually, with a backlog of approximately 200 songs ready for release.
51:57
Band's Journey Towards Musical and Financial Stability
- The band primarily uses digital drums for recordings, with live drums featured only in the song "Wake Up" and occasional fills, emphasizing the need for a live drummer during performances.
- In 2025, the band plans to embark on a headline tour, release new music with collaborator All Bloom, and produce an EP, while also engaging in co-writing across various genres.
- The band members relocated to Nashville in 2015, supporting themselves by waiting tables until this year, marking their first experience of being able to focus solely on music.
- The lead member expresses a desire for financial stability to allow his wife to stay home with their child, while recognizing the importance of appreciating their current achievements in the music industry.
