Sometimes the best way to promote something is good old word-of-mouth. This is especially true when it comes to music. Fans are always going to talk to their friends about the music they love. And people generally heed the advice of those they trust before they listen to paid advertising or respond to other marketing efforts. New Zealand-born and currently Australia-based indie-rock trio, Evermore, which is made up of three brothers, took this idea one step further.
Together with their manager, Rebekah Campbell, and their agent, Brett Murrihy, the group (which has arguably one of the least annoying myspace pages ever — nice!) conducted an experiment: attempting to boost their ticket sales by recruiting fans as promoters. Sure lots bands build “street teams,” which help with postering and other guerilla marketing techniques, but Evermore wanted to let their fans sell tickets and get paid a commission. Well guess what? It worked! So they launched posse.com, which is essentially the world’s first peer-to-peer ticketing website. Of course, there will always be people selling their concert tickets on craigslist or scalping them outside the venue last minute, but this is for an entirely different kind of fan.
Posse.com pays you a commission on every ticket you sell (once you’ve reached a minimum amount and once the concert actually happens). For the casual fan this is probably not a huge draw, but for the hardcore fans who have large networks of people and generally like spreading the word about good shows and/or those who see a lot of shows and are looking for ways to save money, this is great! They only launched a few months ago, so it will be interesting to see if this concept catches on and if so, how quickly. They’ve already added a few new acts, including Marilyn Manson. According to the website, you can only become a “posse agent” if you live in Australia, however, they “will be launching in your neck of the woods soon.”
It is now safe to say we have entered the era of the empowered fan, where you can join a “new generation of young music industry entrepreneurs [who] become involved in the business of the artists they are passionate about,” as MTV Australia puts it. Whether it be access to exclusive content and VIP perks, tools for remixing, or P2P ticketing, it seems like everything these days is trending towards giving the power back to the people (i.e. the artists and their fans) and fostering that deep artist/fan connection.
If you’re not familiar with Evermore, here’s a little taste: