How fanbases can make a social impact
How fanbases can make a social impact
Fans can be motivated to contribute to causes that artists care about.
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Let’s dive into today’s topic:
How fanbases can make a social impact
Corporate social responsibility, impact marketing, or simply activism: whatever you'd like to call it, fans can be motivated to contribute to causes that artists care about.
Why it matters
Speaking out on current affairs that artists feel connected to could be a good brand strategy. It might deepen fans' relationships not only with the artists but also with each other. It may lead to stronger ties within the fanbase and, obviously, it may help people outside the fanbase who are related to the cause.
How it works
Based on David Spinks' SPACES model, social impact consultant Tory Faries created the PACT model, a framework for community-powered impact. The model offers four areas of how a community can drive impact.
Product - Activate fans to donate an artist’s work. For example, give fans the opportunity to buy an extra ticket for a show and donate these tickets to fans with a lower income or refugees.
Advocacy - Draw attention to an issue by activating a fanbase’s collective voice to sign petitions and post on social media. For example, artists who raise awareness of climate change.
Contributions - Activate fans to raise money. A well-known example is the BTS army, which is raising millions for movements such as Black Lives Matter.
Time and skills - Ask fans to volunteer for a cause. Take BLOND:ISH for example, who’s founded a foundation that - among other activities - cleans beaches in Miami and Tulum of plastic.
Yes, but..
Many brands seem sincere in their activism, like Patagonia or Tony Chocolonely. But it’s easy to perceive a brand’s activism as just another campaign. All those brands that change their logo for Pride month come to mind. Like brands, artists who choose to embed activism in their brand strategy should do this because they genuinely care about the subject. Authenticity is key here.
Take action now
If activism fits an artist's brand - and for most artists, it does - start embedding activism in the brand by adding the cause to the artist's biography.
Go deeper
How to Activate your Community for Impact (Tory Faries, David Spinks)
SPACES Model: The Framework for Defining Your Community’s Business Value (CMX)