When we talk about why content creators need to connect with fans, we always have naysayers pop up to say that this is a waste of their time, and content creators should just focus on making content — and that if they have to use Facebook or Twitter, it’s a huge time waster. Back in December, we discussed how this was misleading, quoting some artists who were saying that (1) it’s not that hard and (2) not doing so is “selling yourself short,” because you’re not building up your audience.
It looks like record labels are beginning to recognize this, as apparently some labels have started turning down musicians who say they’re not interested in using social media to help build their audience. While you can understand why some artists might not like using the tools, what they’re basically telling the label is that they’re going to be a deadweight on the marketing side, and won’t help out at all. That makes the job of the record labels much more difficult, and makes that musician much more of a liability.
Of course, some of the problem is that some musicians seem to think that using social media means they have to “reveal everything” or “put themselves out there.” Nothing is further from the truth. Certainly, some musicians do that — but plenty have found a much more reserved way to use the tools. They don’t have to tweet every day or share intimate details. They can still be authentic, without going overboard. I follow a band on Twitter that probably only tweets one message every other week or so, and that’s plenty for that particular band. But it does keep me connected to them, and what they’re up to generally.
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