FANBASE BUILDER COURSE
A key part of building a sustainable career is your ability to effectively develop your relationship with your audience, and this starts with how you access your core fanbase.
There is an important difference between focusing on building your following on social media platforms and pushing those followers towards your music on streaming services, and understanding how to connect with them in the long term. The true value lies not in only relying on third-party platforms, but in creating a direct line of communication with your most supportive fans, on your own terms.
While it may feel old-fashioned in today's short-form video world, keeping in touch with your listeners and supporters via email remains an important and viable channel for communication and sales. This workshop provides you with the foundational knowledge you need to set up and build your email channel; a fundamental and pivotal piece of your overall marketing strategy.
We'll cover: an overview of the communication ecosystem (to establish the value in building your email channel) / what you need to get started with email / how to convert your followers to subscribers / ongoing communication planning.
delivered by
Fiona McAuley is Head of Audience for Atlantic Records UK. Leading the audience strategy
Across the company’s roster, Fiona and the wider audience team work closely with artists to develop creative and innovative strategies to connect with existing and new fans, all with audience segmentation, data and sentiment in mind. Artists include Ed Sheeran, Charli XCX, Anne-Marie, Fred Again.., Joel Corry, Mahalia & Tion Wayne.. plus many more. Fiona works closely with major digital & social media partners to create partnership opportunities, aswell as carving out interesting use of new and developing tools and trends within the tech and digital landscape.
Fiona joined Atlantic Records from her previous role as Head of Digital at international artist management company, YMU Group, leading the digital strategy across the company’s roster. Artists included Years & Years, James Arthur, Take That, Clean Bandit and FriendlyFires, as well as a range of incredible electronic & dance artists and promising developing talent.
Prior to that, Fiona worked at Polydor Records as Senior Digital Marketing Manager. In that
role, she devised award winning digital marketing campaigns for domestic and international artists such as Snow Patrol, Years & Years, Mabel, Ellie Goulding, Mura Masa, Lana Del Rey and Madonna. She also worked across campaigns with incredible international talent, such as Maggie Rogers, Julia Michaels and Gwen Stefani, and developing artists such as Celeste, Sea Girls and Shura.
Fiona joined Polydor from a background in social media campaign strategy & manageme
for the music industry, at leading digital agency WMA. She also worked across key artist and
industry trends analysis and insight at Universal Music Group’s Global Insight team, as well
as digital project management at Audiences NI. She comes from a musical background, with
experience in playing violin as part of touring bands throughout the UK & Ireland.