These days, you’re just as likely to hear a business talk about building an “engaged audience” as you are about “loyal customers.” And with changes in language and new digital tools, it’s easy to think that the way strong customer connections are created has changed too.
But in many ways, the principles are the same.
With the CMA Festival just ended, I was reminded of Garth Brooks marathon 23-hour autograph session held at Fan Fair in 1996, apparently without breaks. At this point, Garth was really near the peak of his fame, so it wasn’t the self-serving act of a would-be star, but it was a reflection of his authentic relationship with his fans. His audience was built not only on great songs, but with highly regarded live performances and ticket prices that are regularly below average – and certainly below what he could command.
Thanks to technology, that kind of connection can happen more frequently and with more people. Lady Gaga has been recognized as a pioneer for using social media and digital channels to build her fan base. Yet like Garth, it’s not the channel, but the way she uses it to sincerely communicate with the audience and reflect who she is as an artist.
In different ways, both Garth Brooks and Lady Gaga have been accessible, making the effort to go where their audience is. In fact, Gaga actually used MySpace quite extensively at the beginning because it was still where fans could be found. Over time, she has adapted and moved to other channels as they’ve emerged, at one time leading all others in Twitter followers (currently #5 among individuals).
And they both exhibit a true appreciation for their fans. They relate to them so it’s not just the fans interest in the artist’s music, but the artist’s interest in the fan that strengthens the relationship. They find ways to close the distance that normally exists between performer and audience.
Of course, it’s also about their talent and their music, but they've found ways to integrate the “product” into a broader connection to their fans, regardless of the channels they use.