Fanfarlo have a wonderful story. This hard-working band have been independently incubating (distributing their album “Reservoir” through AWAL into iTunes in March 2009) until their recent licensing with a major label. They created a creative campaign that attracted a solid and growing fanbase, and turned that experience into loyalty & sales.
Their campaign is quite talked about – The Fanfarlo Four Step – 1) Don’t Suck, 2) Get Others to Introduce you to their Audience, 3) Make those Audiences an offer they can’t Refuse and 4) Repeat. I remember coming in contact with the band in early 2007, looking for great emerging artists for the first iTunes Festival at the ICA. Their music was a regular on my iPod. Then I heard Bowie was a fan. I started getting emails from the band genuinely looking for opportunities. Their newsletters were regular, and interesting. The quality of their live performances and recordings always stood out. Then they assembled just a great group of experts to assist their growth – great management, their Topsin widgets were brilliant, they also enlisted Radar Maker, who create custom digital campaigns, thus allowing the sharing of the Fanfarlo experience into all social media quite effortlessly. Cleverly they knew they also needed to conquer the vast US market bringing in Sneak Attack Media and BigMouth PR, also one of my favourite ethically produced merchandise companies – Sandbag . I was also noticing ex industry pro’s in the US championing their cause. The team a band creates around them in conjunction with a fan army, add great recordings and live excitement – a winning combination. For a limited time the band offered a full download of the album for $1, that offer also included 4 bonus tracks. Tickets to live shows were also offered at a reasonable price.
All this activity created a strong foundation for success – huge fanbase, sales in the US, huge digital impressions, sold-out shows, most blogged about on reputable sites culminating with a new home on a major. Its a great story, tons of hard work, more hard work!! and couldn’t have happened to a nicer group of band, management and team members.