A couple of weeks ago, Imogen Heap came through Nashville. This was just after a huge flood hit the city, causing about $1.6 Billion in damages and displacing thousands of people.
The show was full of audience participation, but this took it to a new level. Instead of having somebody call out a request or doing a singalong, Imogen asked the crowd for a time signature, a tempo, and a key, then created a song with them.
Most shows are a "one-way" thing... The artist performs and people in the audience listen. This changed that, since the audience was actually part of the song being created.
The song was recorded and now it's for sale. All the money goes to flood relief. Buy the track now and see how she does it...
This is something she does in every city, by the way. And it works on so many levels... For one, it's not just any charity; it's a charity that means something to the local audience. It's also a moment in time, much like a photo, that lets people take the experience of a live performance home with them. And beyond just that, it's an experience of something they were actually an active part of, beyond just sitting in a chair and watching it happen.
Lack of followup from the thousands of people touring acts play for each night is "money on the table" at its finest. For a show like this, people pay around $50-100/ticket. They're obviously fans and fans never stop at just one purchase...but they do have to know something is available for them to buy.
How do you do this? A mailing list.
But people don't just sign up for a mailing list, you have to offer them a benefit for doing so, or make it part of another transaction in which you get their mailing information. Selling somebody a recording like this is that transaction.
People also have to like you and trust you before they'll do any business with you...and doing something for a charity they can relate to is a good way to make that happen.
Everybody has $1, right? Everybody wants to help others, right? Combine the two in your music marketing and you'll not only build great rapport and goodwill with your fans, but you'll also build a huge mailing list that you can use to promote other things.
Other things about this show which built rapport and goodwill...
1. Brought in a local act to open as well as join her on stage during the main performance.
2. Before the show, had people go to her website and tell her which songs they wanted to hear.
Now it's your turn... How are you building goodwill and rapport with your audience? Post your comments below...