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Rockin' the Check-in: Location Strategies for Musicians

Event Interactive 2011
Format Dual
Organizer Cindy Royal – Texas State University - San Marcos
Description Emerging social media platforms offer musicians unprecedented opportunities to distribute music and engage fans, often circumventing the traditional models of label deals and radio airplay. Today, it is more about creating a community around your music and engaging your fan base than major label deals and platinum sales. For some artists, fan engagement has happened organically, as a result of the quality of their music, years of touring or their innovative sound. Certain bands have always had fans that followed them from city to city, meeting other fans, sharing music and stories. New social media tools, like the location-based social networks Gowalla and Foursquare, can be used as platforms for rewarding fans for desired behaviors. Currently, these platforms are in their infancy. Their focus is evolving toward event as well as location-based check-ins. Musicians can engage these services by encouraging fans to check-in at shows, offering rewards for multiple check-ins on a tour, providing a space for fans to aggregate photos and videos, and offering a way for fans to develop their own interactions, like organizing meet-ups and creating trips. The key is engaging passionate fans wherever they are in the world via mobile devices. Co-presenting will be Jonathan Carroll, Community Manager at the Austin-based company Gowalla. Jonathan will address features of the Gowalla platform that can be implemented for musicians and fans.
Questions
Answered
  1. What is a location-based social network and how does it differ from other social media like Twitter, Facebook, etc. in terms of fan engagement?
  2. What musicians are currently using location-based services and which of these strategies have been the most successful?
  3. How can you set up events on these platforms to allow check-ins for shows that occur in different cities on a tour and what types of incentives can you offer?
  4. How can you encourage fans to participate with your band on a location-based service?
  5. Which of these services offer strategies that are specific to musicians and best understand the music and creative space?
Level Intermediate
Category Music
Tags geolocation, mobile, Social Networking
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