Monthly Archives: March 2011

The Ecosystem Approach to Marketing

Over at Hypebot, Bas Grasmayer has an excellent article about what he calls the “Eco-system” approach to marketing. Grasmayer’s approach focuses on mobilizing fans to spread music by word of mouth in what he calls “non-linear communications.” Here’s a taste:



This is where you start stimulating the non-linear communication. Treat every listener as a guest to your house party. If you don’t introduce them to others, you’ll be the center of attention all the time, but you can’t talk to everyone at the same time, so people are likely to get bored and leave. The key to a successful party is connecting the strangers, so they can have fun together. You’re still the center of the ecosystem, but you’re not the only person to communicate to. The communication becomes non-linear!”

You can check out the rest of the article here.

Mike More Interview on

Earlier this week, CEO Mike More sat down with for an interview with‘s Ryan Van Etta. In the interview More and Van Etta discus the inspiration behind, the difference between offline and online music promotion and much more. Here’s a taste

Ryan Van Etta: Headliner launched in late 2009—what are some things you’ve learned along the way since then?

MM: The most important thing we learned is to listen to our users. Headliner is here for one reason—to serve their needs period. We have just partnered with Soundcloud so our users can check out other bands music quickly and easily before they accept promotions from other artists. This was the number one request by the bands who use Headliner so we implemented it quickly. The SoundCloud partnership allows bands to syndicate their music to Facebook and Twitter—Headliner is becoming an artist-run content syndication network on top of Facebook and Twitter.

You can read the rest here.

Why Headliner?

“Why” did we create

Headliner helps make marketing and promotion on Facebook, Twitter and MySpace better for all artists.

Facebook’s why is “helps you connect and share with the people in your life.”

And Twitter’s why isthe best way to discover what’s new in your world.”

Headliner takes the best of what Facebook and Twitter have to offer and puts it in the hands of all artists through collaborative marketing — artists helping artists

Technology has made creating, selling and sharing music simple and easy. Thanks to tools like Protools, Tunecore, CDBaby, Bandcamp, TopSpin, Soundcloud artists can do more now than they could at any other time in recorded music history. With that said, we saw that no one was addressing a very important need of all artists how to reach new fans?

Once you posted an awesome new track or get a show booked, how do you promote it? What tools can artists use to promote themselves?

Most social promotion tools are based on artists using their current fans to spread the word about their music. Those tools are awesome, we love them, but they can’t help you promote your music to a lot of new fans unless you have a lot of fans already. We thought how do you help artists break this chicken and egg problem and came up with a simple idea: The best way for artists to reach new fans is through each other’s fans.

The idea of an artist recommending one another is very powerful and it’s something artists have been doing all along. From the days of Motown, when Diana Ross introduced the Jackson 5 to current where artists like Diddy, Dre and Jay-Z have built their labels and empires around this style of promotion. Before, artists promoting other artists only worked for the well connected. There are over 15 million artists on Facebook,Twitter, MySpace and YouTube who have over 400 million fans. Imagine a world where artists of all sizes can connect and in under a minute, reach a large group new fans! This idea makes us happy. =]

We built Headliner to help artists of all sizes connect with new artists and reach new fans.  Find out more here check out our Artist Guide.

Followers and Fans vs Influence

I wanted to repost this chart from today’s New York Time as I feel it is relevant to how artists think about building their fan base on Facebook and Twitter.

Below please find the reposted chart of the top 10 most followed and top 10 most infulential people on Twitter.

10 Most Followed People

1. Lady Gaga

Followers: 7,941,444
Influence: 41

2. Justin Bieber

Followers: 7,032,265
Influence: 67

3. Britney Spears

Followers: 6,652,470
Influence: 59

4. Barack Obama

Followers: 6,531,868
Influence: 83

5. Ashton Kutcher

Followers: 6,261,483
Influence: 68

6. Kim Kardashian

Followers: 6,032,559
Influence: 81

7. Ellen DeGeneres

Followers: 5,745,455
Influence: 67

8. Katy Perry

Followers: 5,283,350
Influence: 50

9. Taylor Swift

Followers: 5,020,965
Influence: 38

10. Oprah Winfrey

Followers: 5,013,218
Influence: 40

1o Most Influential  People

1. Rafinha Bastos

Followers: 1,690,817
Influence: 90

2. Chad Ochocinco

Followers: 1,651,070
Influence: 89

3. Conan O’Brien

Followers: 2,367,928
Influence: 88

4. Stephen Fry

Followers: 2,188,395
Influence: 87

5. Ryan Seacrest

Followers: 3,880,840
Influence: 86

6. Snoop Dogg

Followers: 2,536,996
Influence: 85

7. Barack Obama

Followers: 6,531,868
Influence: 83

8. Rainn Wilson

Followers: 2,168,826
Influence: 83

9. Kim Kardashian

Followers: 6,032,559
Influence: 81

10. Huck Luciano

Followers: 2,663,202
Influence: 77

As you can see from the chart there is a big difference between followers and influence and as an artist influence is what you want. Influence means your fans care, they are engaged, listening to what you say and willing to spread the word about your music ,buy a track and or a ticket to your next show. This idea supports an older post I wrote regarding the number of fans or followers you have is not necessarily correlated to your influence.

So how do you gain influence? One of the ways the article suggested is by having other people, artists and fans talking about you. Headliner is all about this. Headliner is about artists supporting other artists via talking about them to their fans. Artists can help other artists gain influence on Twitter and Facebook by using Headliner.

You can check out the full NYT post here:


Top Headliners of the Week

Every week we like to spotlight some of the artists who have had success reaching fans on within the past 7 days. Here are your Top Headliners of the Week.