Develop an artist website and use email, text messaging, and direct-to-fan platforms to build owned audiences and communicate directly with fans.

Outcome. Build the channels you own, so that a platform change cannot take your audience away.

Your website, your email list and your text list are the only channels you own. Everything else is rented, and the rent goes up without notice.

The website is the one place you control completely: the music, the dates, the store, the press materials and the signup. It is also what a journalist, a supervisor or a promoter checks first.

Email still outperforms social for anything that asks a fan to act, because it reaches the inbox of someone who asked to hear from you, which no feed guarantees. Text is the highest attention channel and therefore the easiest to ruin, so it is for the few moments that genuinely matter.

Capture happens everywhere: the code at the merch table, the early access offer on the site, the exclusive footage in exchange for an address. Every capture point belongs in the acquisition stage of your funnel.

What you will produce

A working website with a signup, a capture point at every show and release, and a written welcome sequence.