I’m not the first to claim that the last decade has been the Indie decade. And it’s not just because companies are increasingly using Indie songs in their commercials. Nor is it the Indie sound (though both are arguably driving forces). No, the hallmark of the rise of Indie is the connection. Call me sappy, but Indie bands know that their popularity starts with their audience. It’s the intimacy of the small venue that puts them on the level with their fans. However, until the last 5-10 years, that intimacy was limited to the the small venue, the record store, or the zealous band member who builds popularity one fan at a time.
Where am I going with this? (There is a point, promise). If intimacy with its fans drives Indie, then the rise of Indie should be attributed to the ever-incrasing opportunity digital media provides for the fan-band connection. I had one such experience this weekend. A band with sounds similar to the ones I commonly laud on Twitter named “Pawns or Kings” reached out to me and offered me their music for my personal delectation and critique. Sure, this is similar to basic media relations, but this was anything but the basic press package one would expect. No, It was selective and personal. It was a conversation, and one that turned me on to their music:
Now, one Twitter contact won’t build anyone a fan base, but knowing HOW to use social media will. And Pawns or Kings is only the latest in a line of Indie bands I’ve interacted with that take advantage of social media to show their fans of their fans, including Sugar and the Hi-Lows, Ten Out of Tenn, Vinyl Thief, Nick Waterhouse, and Pepper Rabbit.
And you know what helps? That their music is innovative and enjoyable. And to their credit, Pawns or Kings’ music is just that. At times frivolous and others deeply meaningful and moving, I’ve quite taken to their music. I’m particularly smitten with “Sister of the Sun”.
So, check out Pawns or Kings, and then Tweet your favorite Indie Band and see how they do in building a connection with you.