Everyone knows the music business has changed. Casual fans don’t buy records any more – they copy them. Only the true fans buy records/CD’s/whatever.
The problem is that no one knows how to fix the music business, but it seems like Weezer might be on to something: They’re actually treating their band like a brand and trying to build loyalty.
As Weezer promotes their new record this year, they are inviting their fans to come out for a Hootenanny in cities around the country. I love this idea because it is interaction at it’s best. While other bands are out there worried if the free-range Sea Bass they listed on their rider will be in their green room before the show, Weezer is out there interacting with their fans and stimulating conversation and interest in their new record. They’re building loyal fans thru the power of conversation. Consequently, the people who are lucky enough to pariticpate in these Hootenannies will become band/brand ambassadors and help them sell more records.
The Hootenannies are announced on their website via this video where they actually teach viewers how to play the songs that will be played.
Here is a video from their Hootenanny from Portland, OR where they play Radiohead’s “Creep” with 200 local musicians. Beautiful.