Over the last several years, the bulk of my workload has been helping artists to conceptualize and create fan content for web and social sites. The type of elements you can create for this purpose varies tremendously depending on the label and act’s specific creative goals.
I schedule time in my week to peruse mass industry e-mails that announce artist news so I can keep up with the marketplace and avoid duplication of brand imaging for my clients. I also surf the web seeking new sources of inspiration with a creative and marketing mindset.
All of that is fine and dandy, but what’s really beneficial is completely turning off my marketing and production frame of mind and watching content with a pure and simple fan mentality.
Not too long ago, an email delivered such an opportunity for me. It contained a link to a mini documentary of one of my favorite musical artists, Mike Farris. Excited to check it out, I quickly clicked the link and watched this “fan-tastic” Graham Spencer “Shine For All The People” creation. It provided a great fan experience for me as it had many of the hallmarks that I, as a fan, love to come across.
The list below outlines the specific things I loved about the “Shine For All The People” mini doc and also serves as a nice checklist of things to keep in mind when you are creating content for fans in general.
-Intimate artist interview footage with something new to say.
-Insight into the creative experience of the musician full of genuineness and passion.
-Validation of the artist by incredibly well spoken testimonials from strong sources helping to secure a proud sense of community for the fan.
-Memorable quotes. (Wow!)
-A variety of musical footage (live, studio, acoustic and historic) with a touch of lifestyle shots.
-A satisfying and nice balance of music and interviews.
-Just enough of a backstory to be relevant and prove the artist’s growth.
-Quality production that enhances (not distracts) the viewer’s experience.
-New album call-out without taking away from the art of the project.
Accomplishing all of this and keeping a fan engaged and entertained for over 15 minutes is quite a lofty task. Big kudos to Mike Farris, Graham Spencer and the whole crew for pulling it off and a job well done. Shine on people, shine on!