How often are you truly blown away by a song on social media just because it appeared in a TikTok or Reel?
It doesn't happen to me often. Most of the time, that song becomes a mere accessory to an aesthetic or a fleeting emotion like nostalgia. Currently, I am almost afraid to open my phone because I don't think I can bear to hear "and when I'm back in Chicago" one more time. Djo made an awesome track, but the anecdotal feedback of crowds only knowing the "TikTok bit" at live shows is a perfect example of the disconnect in modern music marketing.
The Depth of the Live Connection
On the other hand, being at a band’s show or listening to their album while fully immersed in the craft creates a completely different kind of bond. When people are moved by an artist, they want to explain the stirrings brought up in them. They make a promise to keep up with what you are doing and want to make sure you know they are a fan for life.
In those beautiful moments where your music finds people in the wild, a common question arises: "How can I support you and follow along?" Usually, the response is to ask them to follow you on a social platform. The irony is that on Instagram or TikTok, those fans will likely have very little luck actually hearing from you again due to shifting algorithms and low organic reach.
Building an Owned Audience
Here is the reality of the situation. Most humans have a phone number and an email. When a connection is building because you gave them something through your art, people are in a position to be symbiotic.
The best way to honor that connection is by securing their contact information. This allows you to let them know the next time you are in town so they can bring a friend, grab a new t-shirt, and share your music on their own social media. This is what we call Direct-to-Fan marketing, and it is the only way to ensure your message actually reaches its destination.
OnPitch: Your Career Foundation
Social platforms can work together, but it is all about knowing how to put the pieces together. OnPitch gives you the foundation of an owned contact list that builds with you throughout your entire career.
When a fan opts in on OnPitch, they are explicitly stating they want to hear from you. The next time you have a new song, a tour, or a longform newsletter, those fans will be only one direct message away. You are no longer shouting into the void of a feed; you are speaking directly to your people.
