Many Light-Weight Interactions
I can’t tell you how often I hear from a band, label or management company they want to:
- sell more albums
- sell more tickets
- get more listens on Spotify
Of course they do. This is what any business needs to survive, money in the door.
The only problem is these goals are what Paul Adams calls “heavy-weight interactions,” and they can’t live in isolation.
Imagine you’re in a record store and you notice a buyer picking up your LP and flipping it over to read the back. Would you walk right up to them and say “Buy my album“? Okay, you could but the buyer would likely think you’re a creep, put down your LP and back away very slowly. No one likes a heavy-weight interaction when they’re browsing.
Instead you start a conversation, maybe you chat about the album you just bought the other day, or how you came up with the cover art. These light-weight interactions don’t intimidate, they don’t turn the browser off and they could lead to a full-fledged fan in the future.
Without many light-weight interactions your heavy-weight interactions will fail. So stop focusing on selling and start focusing on having conversations.