The New Music Business with Ari Herstand

How This Artist Manager Deepens the Fan Relationship and Prioritizes Mental Health

May 28, 2025
Jaclyn O’Connell, a digital marketer and artist manager, shares her expertise on fan relationships and mental health in the music industry. She discusses innovative tools to connect with fans directly, emphasizing the impact of community engagement. Jaclyn also addresses the strains of social media metrics on artists' creativity and wellbeing. The conversation delves into maximizing tour success for emerging artists while ensuring fair compensation. Ultimately, she highlights building sustainable fan bases over chasing fleeting viral moments.
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INSIGHT

Algorithms Choke Organic Reach

  • Algorithms severely limit artists' organic reach, forcing paid promotions.
  • Owning direct fan relationships is crucial to bypassing these platform restrictions.
ADVICE

Build Fan Relationships Beyond Social Media

  • Use email and SMS lists to build deeper, exclusive fan relationships outside social media.
  • Offer behind-the-scenes content and exclusive merch discounts to incentivize sign-ups.
INSIGHT

Changing Fan Discovery Patterns

  • Discovery and consumption behaviors have changed drastically due to volatile algorithms.
  • Using secondary or fan-run accounts helps bypass algorithm limits, increasing reach.
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