MAXtape Live with Laura Spinelli

In this episode of MAXtape Live, Craig Rector and Lindsay Benedetto sit down with Laura Spinelli, Digital Marketing Manager, at ShopKeeper Management for a discussion on artist authenticity and leveraging the power of technology to create a unique moment with fans at live shows. The conversation touches on topics such as establishing an artist's niche with their fanbase, marketing tactics artists and teams should use to increase revenue and ticket sales for upcoming tours, and the differences in marketing established artists versus emerging artists.

Highlights from Laura Spinelli

• Marketing tactics for established artists versus emerging artists
• Social media trends every artist should (or shouldn't) be leveraging
• Drawing inspiration outside of an artist's niche
• Post-show marketing tacts that engage fans

Listen to the full episode below–and let us know if you’d like to be a guest on our show!

episode summary

Authenticity in Music Marketing

The conversation began with a focus on the authenticity of artist branding and marketing. Spinelli discussed the importance of staying true to an artist's identity and values, ensuring that all actions and strategies align with the artist's unique voice and style. She emphasized the significance of engaging with fans in a way that feels authentic and genuine.

"One of the hardest challenges that artists have right now is...making sure that you're growing in a way that feels true to you."

- Laura Spinelli

Trends in Social Media Marketing

The discussion shifted towards the evolving trends in social media marketing for musicians. Spinelli pointed out the significance of staying informed about new trends and tactics. She emphasized the necessity of evaluating whether a trend is in line with an artist's brand and appealing to the right audience before embracing it.

"It's a moment of self-reflection for the artist... Is this authentic to me? Is this going to attract the fans that I want to be attracting?"

- Laura Spinelli

Loyalty in Country Music

The conversation delved into the unique aspect of loyalty among country music fans. Spinelli highlighted how the genre's roots in community and family gatherings contributed to the strong bond between country artists and their fans. This loyalty has persisted due to the genre's accessibility and personal connection with the audience.

"Country music has translated well into this hyper-digital era because of its accessibility and personal connection with fans."

- Laura Spinelli

Challenges of Chasing Trends

Spinelli discussed the challenges of chasing trends and the potential pitfalls of deviating from an artist's authentic brand to follow a short-lived trend. She emphasized the need for artists to create content that remains consistent with their identity rather than constantly seeking to catch a trend.

Influencer Marketing Strategies

The conversation turned to influencer marketing and its role in the music industry. Spinelli discussed the importance of building long-term relationships with influencers. She shared insights into strategies involving influencer engagement, including inviting influencers to various events, connecting with them over time, and creating an echo chamber within a niche market.

"If you can continually pop up into people's bubbles, then you're more likely for somebody to register, 'Oh, this artist has new content.'"

- Laura Spinelli

The Power of Data from Live Shows

The discussion explored the use of data collected from live shows to personalize fan engagement. Spinelli highlighted the significance of data from SetDot.Live, allowing artists to understand which shows fans attended and enabling tailored communication based on the fan's concert history. The conversation emphasized the need for post-concert engagement during the period of heightened fan enthusiasm.

"The 24 hours after a show, you're still in this state of euphoria...a great time to hit up fans."

- Laura Spinelli

Key Takeaways from our conversation with Laura:

• Collect Rich Fan Data
  • It's essential to collect more than just an email address and zip code. Gathering information about fan behavior, such as which shows they attended or how often they've streamed an artist's music, provides richer data for personalized marketing.

• Use Data for Artist Discovery
  • Data collected from fans can be used to discover their preferences and introduce them to new artists or music that aligns with their tastes. This can be a valuable tool for labels to promote their artists.

• Build Relationships, Not Just Transactions
  • Avoid being overly sales-oriented all the time. Instead, focus on building relationships with fans by sending fun, non-salesy content in between promotional messages. This helps in nurturing and retaining fans.

• Alternating Give and Get Approach
  • Employ a strategy where you alternate between asking fans for actions (like buying tickets or streaming music) and giving them valuable content. This balance keeps fans engaged and receptive to promotional messages.

• Incorporate Asking and Giving in Content
  • Strive to create content that both promotes and gives value simultaneously. This can be a more effective way to engage fans without making them feel like they are constantly being asked for something.

• Leverage Platforms Like TikTok
  • Newer platforms like TikTok provide opportunities for creative storytelling and promoting content in an engaging way. It's easier to find an audience interested in specific topics and feed them related content on platforms like TikTok.

• Consistency is Key
  • The volume and pace of content creation on modern platforms require consistent effort. Regular, creative content can yield better results compared to sporadic or infrequent promotional efforts.

About Laura Spinelli

Laura is the head of digital marketing at ShopKeeper Management, renowned for its high-profile roster of artists including Miranda Lambert, Tenille Townes, and Pistol Annies. With a keen sense of strategy and innovation, Laura has recently overseen rollouts for Townes’ award winning debut album The Lemonade Stand, as well as Lambert’s Palomino, which was the top selling album from a female country artist in 2022.

Laura also collaborates on philanthropic initiatives, including working closely with Miranda Lambert’s MuttNation Foundation. She has her MBA from Rice University and was named to Pollstar’s 2019 Impact: Next Gen List.