Musicians hoping to spread the word about their band and music have a new tool in their online arsenal, courtesy of Headliner.fm, which aims to grow awareness by allowing artists to recommend fellow performers.
Rather than resort to scattershot postings on social networks, the service instead hopes to connect those who follow favorite soloists, groups and DJs with others producing similar sonic output. Headlining acts, which can trade recommendations, start by blasting out messages (e.g. “new album in stores today” or “50% off when you come see us play at the Roxy tonight”) which other bands can redistribute. Broadcast to one’s fans via Facebook, Twitter and MySpace status updates and news feeds, messages must be approved in advance, and enjoy the benefit of coming with reissuing artists’ informal endorsements.
In return, participants who spread the word are rewarded with so-called “Band Bucks,” virtual currency with which you can theoretically bribe big acts like Diddy or Travie McCoy to plug your news and merchandise. The service also provides detailed metrics so you know who’s clicking on your links, which can include tracks embedded on Facebook walls via a partnership with SoundCloud, and how often.
Claiming support by over 50,000 artists including 3OH!3, T-Pain and Rob Thomas, it appears to a cost-effective, proactive approach to reaching new audiences. However, as with any online marketing effort, don’t expect miracles overnight: Promising as the idea sounds, unless you’ve got the next “Party Rock Anthem,” results may vary.
Nonetheless, connecting bands with fans of similar musical tastes and interests, those hoping to become the next Rebecca Black or Soulja Boy may find it an easy way to improve chances of being discovered.