MAXtape Live with Sloane Skylar Friedman

In this episode, hosts Lindsay Benedetto and Craig Rector talk with Sloane Friedman, Sr. Marketing Director at Crowd Surf, about the pivotal role of SET.Live in fan engagement, data collection, and enhancing the fan experience at live shows. The conversation underscores the importance of direct communication with fans for revenue generation and the power of personal narratives and storytelling for artists.

Highlights from Sloane skylar

• Mistakes to avoid in music marketing
• Leveraging fan information for post-show engagement
• Practical tech tools (beyond SET.Live) for fan engagement
• Balancing artist authenticity and personal narratives with cancel culture

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

Full episode transcript summary

Managing Catalog Artists

Craig, Lindsay, and Sloane discuss the process of marketing and managing the catalog music of artists, whether established like Britney Spears or iconic like Frank Sinatra. Sloane explained Crowd Surf's strategy, which involves tapping into milestones in an artist's career, sharing clips of performances, and showcasing the personal side of artists with family-related posts. Crowd Surf aims to keep catalog artists relevant and relatable, even after they've passed away.

"It's really cool seeing young fans get in tune with Frank Sinatra and start getting into that kind of music in 2023."

- Sloane Friedman

Using AI in Music Marketing

Craig brought up the use of AI platforms to model an artist's face and voice, essentially bringing them "back to life" for marketing purposes. Sloane expressed reservations about this approach, especially for artists who are no longer living. They discussed the delicate balance of engaging with fans while being careful not to present AI content as if the artist were actively involved.

AI in the Music Industry

Lindsay and Craig further explored AI's role in the music industry, including its potential impact on jobs for songwriters and singers. They considered the complexities and controversies surrounding AI in music, such as likeness infringement.

Mistakes to avoid in Music Marketing

Craig asked Sloane about any significant missteps or mistakes in her career that led to growth and learning. Sloane emphasized the importance of attention to detail, highlighting errors like typos in tour announcements and posting on the wrong day as common but significant mistakes in digital marketing.

Ensuring Accuracy in Marketing

Lindsay inquired about the checks and balances Sloane uses to ensure accuracy in marketing materials. Sloane mentioned having a posting checklist at Crowd Surf, which covers various details like proper tagging, functional links, and error-free content. She stressed the need for double and triple checks before and after posting.

Streaming and Digital Marketing

Sloane discussed key strategies for engaging fans and increasing stream volume for album releases and tours. Sloane advised creating short-form and long-form content, maintaining authenticity, and adopting a "give-take" approach, where promotional posts are balanced with posts that offer value to the audience.

"I like to take a give-take approach, so if I'm asking for something in one post, I want the next post to be providing something of value."

- Sloane Friedman

Authenticity and Fan Engagement

In this part of the conversation, the focus is on authenticity in the music industry and its significance to younger generations. Sloane emphasizes that authenticity is paramount, stating, "If it doesn't meet the authenticity standard, nothing else matters." The conversation highlights artists who successfully engage fans by sharing personal and unpolished content, fostering a human connection, and mentions Jason Mraz as a prime example.

Tech Tools for Fan Engagement

The discussion shifts to the tech tools used in promoting albums, tour marketing, and fan engagement. Several tools and apps, such as SET, Honed In, Leilo, YouTube, Rodeo app, Bandsintown, JibJab, Smule, and Station Head, and others are mentioned. Data collection, email and text list building, and direct communication with fans are emphasized as vital aspects of marketing.

The conversation underscores the need for segmenting the fan base based on location and preferences to send targeted messages and highlights the importance of these tools, particularly SET, for collecting fan data.

Growing Fan Base

The discussion explores strategies for growing a fan base, suggesting engagement with fans, short-form content creation, and the use of in-app features to encourage interactions. The approach to fan growth is described as variable, depending on an artist's size and career stage. Smaller artists may employ different strategies than more established ones.

Using Fan Data for Post-Show Engagement

The conversation delves into the use of fan data collected through tools like SET.Live and SET.Fan. The potential of leveraging this data to send personalized content, including streaming platform links preferred by fans, is discussed. The connection between brands and an artist's audience, based on fan preferences and demographics, is presented as an opportunity for creating content and partnerships that resonate with fans.

Connecting Through Artist Stories

The conversation shifts towards the power of an artist's story and its role in engaging fans. Lindsay and Craig discuss the importance of narrative and leveraging an artist's story for content marketing. Sloane talks about the significance of allowing fans to connect with artists personally. She provides an example of an artist who actively shares his story and advocacy for the LGBTQ+ community.

Balancing Authenticity and Fan Sensitivity

The discussion delves into the delicate balance between authenticity and potential backlash from fans. The example of an artist sharing cannabis-related content on 4/20 is used to illustrate how certain posts can lead to fan attrition.

"As long as the majority is agreeing with what you're doing, then the people are on your side."

- Sloane Friedman

Navigating Storytelling for Independent Artists

The conversation addresses the challenges faced by independent artists who may not have a team to provide guidance. Sloane advises artists to use their network and seek opinions from friends or family who can provide a viewer's perspective.

The Value of SET.Live

Craig, Lindsay, and Sloane discuss the importance of data collection and direct communication with fans, emphasizing the need to understand the monetization of a fan base and how SET.Live can help artists directly associate marketing efforts with revenue.

This podcast conversation delves into the core importance of authenticity in the music industry, outlines the diverse tech tools used for fan engagement, and underscores the value of collecting fan data for tailored marketing strategies. It also provides insights into the strategies for expanding a fan base and the potential of using fan data for personalized content and brand partnerships.

About Sloane Skylar

Sloane Skylar is a singer, songwriter, and producer from Chicago, based in Los Angeles. Her musical journey began in 2007, where she first gained recognition on YouTube for her covers and original songs, garnering over 10,000 subscribers. Sloane's big break came at the age of 14, when she released her debut single "All The Above" in 2011, produced by Shawn Campbell, the producer for Missy Elliott and Cody Simpson.

Since then, Sloane has continued to hone her craft and collaborate with various artists, including American Idol contestant Shaun Barrowes and legendary producer Arabian Prince,  founding member of N.W.A. She has also opened for several notable artists such as Shannon Curfman, John Frinzi, Aaron Scherz, and Kiernan McMullan, performing at venues across the United States and the UK. In 2018, Sloane graduated from Berklee College of Music in Boston, MA with a degree in Music Business. Her combination of musical talent and business acumen is a testament to her dedication and hard work, and further solidifies her position as a force to be reckoned with in the music industry.

Follow Sloane Skylar on Social / Streaming: