How To Use One Superfan To Spread The Word To Millions

Techdirt has been a great believer in connecting with fans and giving them a reason to buy for many years, but it's always interesting to see people come up with new variations on this theme. Here's the idea in an extreme form, from a couple months ago: sharing a new album stream with just one "superfan" who then spread the word with dramatic results: 

On Techdirt.

Artists to Fans to Artists: Positive Feedback

One of the sad things about the current mess in the music industry is that artists are too often pitted against fans, when in fact both want the same thing: good music in a convenient format at a fair price. Here's a welcome initiative that's trying to bridge that gulf of misunderstanding:

Artists need to be paid, and fans want to pay them.

Our goals at a2f2a are:

* Help each community better understand the other;

* Help find a practical and workable system which offers artists fair remuneration in exchange for access to material by fans; and

* Help set the agenda for discussions about the role P2P can play within the emergent digital record industry.

Together, we can do it – artist to fan to artist.

What I particularly like about this - aside from the dialogue - is that it starts from the premise that people *do* want to pay for stuff. I think that's absolutely central: most people realise that artists need to be supported, and that if everyone pays, the overall price will be lower. But the music industry likes to portray the public as split in two: those who don't want to pay anything, ever, and those who will meekly pay whatever exorbitant price the labels demand. It ain't that Manichean, and if a2f2a can help to dispel that myth, that's got to be good news.

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BuyaBand, SellaBand

At last - someone is trying a new business model for digital music:

For the first time fans and Artists can be in business together. Therefore each Artist issues 5,000 so called Parts. Parts cost $10 (plus transaction costs) each. Together Believers have to raise $50,000 to get their Artist of choice in the studio. At any point before your Artist has reached the Goal of $50,000, you can withdraw your Parts and pick a different Artist. You can even get your money back. It's your music. It's your choice.

Once your Artist has raised $50,000 SellaBand will assign an experienced A&R-person to this project. Together with a top Producer, your Artist will record a CD in a state-of-the-art Studio. During the process you will get an exclusive sneak preview of this exciting process.

...

The music on the CD will be given away as free downloads on our download portal. All advertising revenues generated on SellaBand will be shared equally between you, the other Believers, the Artist and SellaBand. The amount of money you and the band will get paid depends on the advertising revenues and the market-share your band gains on our download portal.

In some ways this is like vanity publishing: people pay to be published. The differences are that fans pay for publication - micro-patronage - published items are given away (because content has zero marginal cost), and money is made from advertising (the Web 2.0 way). I can see this working, provided the main company Sellaband isn't taking such a big cut from the ad revenue that it is perceived as a free rider on the work and money of others.

At least it's founders seem to have the right background, as well as an interesting idea. Here's hoping. (Via OpenBusiness.)