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Zarni

WHO are the Zarni Fans?

THE WEB SAYS:

Guys and Gals Ages 18-34

Guys- 43.9%

Gals- 55.2%

 

Facebook Analytics

 

WHERE are they?

Mainly in the US but also South Africa, UK, Indonesia, Cyprus, Myanmar and Canada.

Main US Territories: Northeast (New York and Boston)

 

Source: Youtube Analytics

 

WHAT do they like?

Zarni fans are fans that crave a bit more substance in lyrics but still want to be able to sing along to the melodies. Zarni's fans appreciate honesty and identify with lyrics that speak right to the heart of the matter. They are also slightly quirky because they enjoy some tongue in cheek and humorous aspects of music as well as live performances. They are creative types, art lovers, philosophy readers and adventurous travelers.

WHAT do they like about Zarni?

Fans like Zarni's honesty and her ability to relate to fans with digestable content that speaks to the heart. At live shows, Zarni raps, dances, jokes and to put it plainly: is herself. With no pretence of being perfect, Zarni relates to her fans online as well as on stage and they feel that they get to know her. Many fans appreciate Zarni's ability to rock the keys and they go to her shows knowing that it won't be another sappy-love-song-all-night show and that they will hear plenty of upbeat, piano-tearing songs.

Other artists liked by Zarni's fans:

Sara Bareilles, Tori Amos, Ingrid Michaelson, Alanis Morisette, Ben Folds, Norah Jones, Kate Bush, Billy Joel, Elton John

 

LIVE PERFORMANCE STATS SAY:

Men  30+

Women 20+

Averages Ratio Men to Women-  3:1


Live Stats are more difficult to measure accurately but are equally important. I felt that they should be included in the project in order to have a more accurate view of my fanbase.


Some Crucial Facts:

My typical demographic at Live Shows (Men ages 30+) 1. Are not active Facebook users or have no Facebook accounts at all   2. Have been known to spend MORE money on physical CDs, Ticket Sales, etc. than my online users.

 

 

 

Above is a Kickstarter Campaign that I completed for a 3 song EP (released in Oct 2012)

Curious? Listen here!

Roughly 60% of the 106 backers were males ages 30+ and of that 60%, I only have contact with about 20% of those on Facebook. I communicated with the other 40% via email--- They signed up for my email list at a Live show somewhere between 2010-2012. Would ya look at that!

WHAT DO THE ONLINE/LIVE DEMOGRAPHIC HAVE IN COMMON?

- They respond very well to free giveaways and 63% of the time sign up for an email list either physical or digital because of a free giveaway. At shows, I give away a dropcard with 3 free songs for download (The same EP funded by Kickstarter) I have generated 28 new emails in the last month from the Dropcards.

- I recently asked ten of my most dedicated fans to complete a quick survey and the results showed that they all discover new music through: Youtube, Itunes, Noisetrade, Pandora. (I emailed those fans that were not on Facebook for their input as well)

- They like the more upbeat edgy material

Ex: "Fire" is the most played song on Spotify and on Rhapsody and is the most requested song at live shows by men in the age 30+ demographic.

-They respond well to visual stimulation since they are creative types- Crazy piano solos at shows, edgy photos online, etc.

 

 

WHAT DOES THIS MEAN FOR CURRENT/FUTURE MARKETING?

 

**MORE COOL FREE GIVEAWAYS and BETTER ONLINE CONTENT-

**MORE YOUTUBE VIDEOS WITH PIANO DRIVEN SOLOS AND COOL RENDITIONS

**PERFORMING AT SPECIFIC PLACES WHERE MY DEMOGRAPHIC SPENDS TIME/MONEY (HOTELS, WINERIES, RESTAURANTS, PRIVATE PARTIES, OTHER CORPORATE GIGS)

** SINCE I HAVE A BETTER IDEA OF WHO MY FANS ARE NOW, I CAN WRITE SONGS THAT SPEAK TO THEM. Ex; Men in their forties probably have a lot of self reflection, relationship qualms, work struggles and personal triumphs.

 

CAREER PROGRESSION MODEL

Zarni's Links!

WEBSITE

FACEBOOK

REVERBNATION

TWITTER

This has been a great project to get my feet wet in the whole marketing side of things. The ideas above were just a start. I've got lots of new ideas about how to develop my brand and make sure that everything I do goes through that filter from what I wear at shows to what my free giveaways are to which songs I cover and where I post my content.

Thanks for all your help Amber!

 

 

 

 

 

 

 

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