We’ve mentioned the 1000 True Fans Theory, by Kevin Kelly, in our entries on niche and how to build one. Back in 2008, when this expert came up with this idea, the music world was different. Regardless, as a bit of music historical knowledge, Kelly’s approach is worth remembering. Even more so if you’re an emerging artist who wants to know more about a target audience and how to benefit from it in your music marketing journey.
The 1000 True Fans: the Theory Itself
Kelly’s theory matches what we have said before: you don’t need to aim for a million-people fanbase in order to be successful. In general terms, what you need is, instead, a stable group of people who will consume anything you create. This expert calls these people “superfans,” which is a similar idea to what a niche is. The matter at hand is that Kelly produced a mathematical calculation that estimated the number of people who should follow you for obtaining a profit.
According to this author, you must meet two criteria. Firstly, you have to create enough each year that you can earn, on average, $100 profit from each fan. Secondly, you should build a meaningful relationship with each of them. The reason is that, ideally, these people will pay you directly (instead of reaching out to other mediators in the process, such as a music label). Its logic is as follows: if you keep the full $100 of each of these people, then you need only 1000 of them to earn $100,000 per year.
Some Considerations
In its time, Kelly’s theory was achievable. Now? Not so much. Regardless, his principle is interesting for three distinct considerations that he has. Firstly, he created this theory not only for musicians, but for all emerging artists. I believe this inclusion is important, and that the core of the idea is still worth thinking about. Secondly, the 1000 goal is adjustable: it all depends on your demographic. In this sense, Kelly’s theory reminds us to be critical about our target audience and the strategies we’re using to reach them.
Thirdly, and maybe most importantly, what makes this theory different from others is the notion of keeping the full price. And this innovation is, I think, what is occurring in the music marketing industry today! Even if we have a different market at this point in time, independent artists are daring to use every platform available to them to get themselves out there. Just think about our DIY Music Marketing note to see how similar it is to Kelly’s thought from 2008.
The 1000 True Fans: Conclusion
The fact that the world has changed is indisputable. Regardless, the 1000 True Fans Theory is a good starting point in your journey through music marketing. It shows how innovative Kelly was at his time. It shows us, too, his concern with how fast the aforementioned change was occurring. If nothing else, the 1000 True Fans Theory proves emerging artists’ ability to adapt.
