A relationship-based approach to artist marketing proposes a practical rule: identify at least three things to give before making each request for support.
The approach addresses a challenge for emerging musicians preparing a debut: asking people unfamiliar with their work to listen, follow or buy tickets before establishing a connection.
Reciprocity and audience relationships
Artists seek support from media and industry professionals, fellow musicians and fans. Requests can range from streams, follows and shares to bookings, coverage and ticket purchases.
Guanxi, the Chinese concept of developing relationships through mutual exchange, offers a framework for this approach. A favour carries an implicit expectation that it may eventually be returned.
In 1960, sociologist Alvin Gouldner described reciprocity as a near-universal norm, with people feeling an obligation to respond when someone helps them.
Organizational psychologist Adam Grant describes most people as “matchers”, seeking a balance between what they give and receive.
Applied to music promotion, giving first aims to develop attention, trust, goodwill and connections within a scene before requesting support.
Putting the approach into practice
The level of interaction can reflect an artist’s public identity. Frequent replies may suit an approachable persona, while selective responses may better fit one built around mystery.
For artists who rarely respond, an unexpected reply can become something fans screenshot and share. The proposed approach is to give selectively and thoughtfully, without attaching a request.
Before asking fans to stream a forthcoming release, the source’s three-part example can be adapted into these actions:
- Respond to every comment on the release teaser.
- Offer an advance listen to the three most engaged followers.
- Share a release by another artist in the scene through social media stories.
