“Nowadays, you’re one part artist, you’re one part content creator,” he said. “The best artists have been able to communicate to their fans through lyric and songs, but it’s almost like that’s not good enough now. They’ve got to be able to communicate to their fans through 30 second clips on your phone for those fans to fall in love with that artist, to go and stream their songs again and again.”
Fandon marketing is completely different than tradional 'funnel" marketing. It is based on authenticity, respect, community and patience. It can not be created and it's not just slapping a brand logo. Here is an article from Brand Innovators panel at Universal Music Group in London.
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