VIDEO: Michael Fiebach talks Digital Strategy & Direct-To-Fan Marketing @ Midem 2013
The 2013 Midem conference in Cannes, France was host to thousands of musicians and industry professionals gathering to discuss the current state of the business and the future of music. Among these experts was Fame House Founder and CEO Michael Fiebach.
During a workshop with Tumblr and Ministry of Sound, Michael used DJ Shadow‘s as an example showing how to effectively display a product offering. The “MPC Era” line of merchandise – a collection of Shadow’s first productions – hit home with his fanbase, who have a collector’s mentality. The campaign is one of the best selling direct-to-fan offerings that Fame House has ever done. He also discussed DJ Shadow’s involvement in the first monetized torrent download of all time. Combining free music with sponsored ad clicks, this promotional campaign was a success in fan acquisition for DJ Shadow, as well as a monetary success.
Video of the workshop can be viewed below:
In another workshop, Michael and Andrew Mains of Mobile Roadie discussed using mobile apps in a direct-to-fan campaign. Using Amanda Palmer as an example, Michael gave details on a mobile app Fame House helped create in conjunction with her recent US tour.
“The mobile app acts as a hub that pulls in from all these other places,” Michael said about the synergy between the mobile app and Amanda’s other social media properties. Mains added that “on average, 25% of an artists traffic is coming from a mobile phone” – a number that continues to increase.
Michael continued to describe how the mobile app linked with other social sites, creating an engaging fan environment that allows for communication and photo sharing, as well as organizing meetups at her shows.
Watch to the entire discussion below: