American rock singer Rob Thomas needed a new way to promote his single, "Someday." His agent, Nick Lippman, used Headliner.fm to promote a campaign around the new song. Headliner.fm gives artists like Thomas a way to connect with other musicians, and gives those other musicians an incentive to recommend new music to their own fans.
Lippman, a vice president at Lippman Entertainment, said Thomas' fans were asked to create a cover image for the single, with the winner's design being chosen. "The contest was a success. We used it to target people who would be interested, because we knew hip-hop guys weren't going to care about his single," Lippman told CNET.
Headliner.fm can be used to help new bands find and book similar unknown, rising stars. Lippman said he uses reports from Headliner.fm to see which bands are talking about one of his up-and-coming bands, New Kingdom. "Finding similar acts that dig New Kingdom outside of their hometown helps us book tours with them," he said.
New Kingdom and Rob Thomas are two of the 78,000 artists using Headliner.fm's service. Headliner.fm's founder, Mike More, says the service is based on musician recommendations: "If you ask another artist to market for you, it's much more powerful than when the recommendation comes from a fan."
I spoke to More on Monday at the MusicTech Summit in San Francisco, where it seemed the tension between old-school music industry folks and digital media geeks softened. Even though many artists use Facebook fan pages and Twitter for their social-media presence, there's still a lot of noise to sort through, for musicians and listeners. Who has time to watch every tweet sent out by Rob Thomas? Existing social-media tools are also limited by the number of fans the artist has. Headliner.fm expands the social network to fans of other artists.
Last week, Headliner.fm partnered with SoundCloud, a start-up that allows artists to upload and share their music. For instance, a band can ask fellow artists to send out messages that link to an iTunes song download page, promote free songs to download, or steer new fans to their YouTube and Facebook pages. … Read more