It came to my attention the other day that The Black Keys’ Facebook page is nearing 45,000 fans. That’s a pretty significant number for any band I would have thought.
It says something when (I think) Pat Carney can upload a grainy phone-taken photo of the new Blakroc album cover and the next day “326 people like this” and there are “85 comments” and rising. What this reaction says I’m not sure. Most comments are not really a debate or conversation, rather they are an instant expression. There’s arguably little engagement needed from the fans. Nevertheless it’s good to see Pat(?) sometimes commenting on some of the comments.
It seems you don’t have to do too much to get a reaction if you limit your appearances, interviews, and the flow of information. It also shows that Facebook is so dominant that most who like the band don’t necessarily seek out news about the band, though they will react when news is delivered to them. The Blakroc album image has been known for some time, it’s nothing new. But the strength of Facebook (and MySpace to a lesser extent because you have to subscribe to blog posts) is that it brings news into everyday life.
I’ve long thought about The Black Keys general media strategy and connection with their fans.
I’ve often wondered why The Black Keys:
- Don’t have a Twitter account for the band. Pat tweets but rarely.
- Don’t have an obvious RSS feed from their website for keeping track of their updates
- Have a mailing list sign up on their website and MySpace page but I’m very very rarely emailed anything
- Don’t make more use of their website – there’s little functionality on it and the only things that ever change are the odd News item or Tour Date announcement
- Even though they had a really good Forum connected to their website rarely ever administrated their Forum, until they removed it
- Rarely ever do special dedicated fan-only gigs. Those gigs where those who are and will become your loudest and biggest advocates have got tickets via competitions or subscriber-based invitations.
- Release rare video footage or sell quality live show recordings via their site.
You could argue that the absence of these common features, that other bands make use of to broaden their appeal, is a good thing. Maybe The Black Keys don’t need to try and (over) expose more of themselves. Their success is hard earned and credible, based on the music, and that alone is the appeal in an over-hyped world. Maybe.
The Black Keys’ label Nonesuch has a really good website and clear understanding of promotion. It’s a reflection of their DIY ethic that Dan and Pat retain control with the flow of updates across MySpace, Facebook and their website. I don’t think this is a bad thing (it’s very credible) but I’m not sure if they are limiting their media reach by not having someone dedicated to doing more on their behalf. And maybe if they reached out further through available social media they could retain their authenticity but also increase their appeal to new fans.
I would have thought the band’s DIY roots would necessarily mean they really drove their success by engaging more fully with their fan-base through social media technologies.
With the new Black Keys album being relased in April 2010, no doubt there will be a new website look and feel to reflect the album packaging. Hopefully some of the functionality on it improves and with it a closer relationship with their fan base.
No doubt there will be many more than 45,000 Facebook fans when the new album is released.
Related posts:
- TheBlackKeys.com New Website Look
- How To Be A Modern Fan Of The Black Keys
- Vote To Return The Strange Desire/The Flame Medley To The Black Keys’ Setlist
- The Black Keys News Twitter
- The Black Keys: Blues Rock or Rock and Roll?
Want to discuss The Black Keys with other fans? Check out The Black Keys Fan Lounge Forum here
i think because they are constantly always working (either touring or making music), they don’t have a lot of time to focus on media marketing. any little spare time they do got, they’re prob back in akron resting.
@joe I agree. I’m just surprised considering the level of their popularity, their management and label don’t have the resources to help them out. Dan and Pat are very humble so maybe they just like it like that.
It sounds like you’re just looking for them to hire you to tackle the issues you brought up. I don’t think the issues are all that important. I prefer not to be bombarded by emails every time Dan/Pat sneeze or play a show in Denmark. I don’t need to have a Twitter update every time Dan/Pat have a movement. I do need them to keep pumping out the tasty grooves, and they seem more than up to that challenge. PS, you used the wrong “there” in the last sentance. Peace.
@Rudiger Well, you can do more with Twitter than bore people. there’s many things that could be done, not just Twitter. And No one’s talking about being “bombarded” with emails either, just more than one a year would be good. Maybe you won’t appreciate it, but other fans might.
Have corrected “there” – I’m pleased you read the entire article.
[...] The Black Keys Fan Lounge had critiqued the bands general media strategy in this post. The Black Keys Fan Lounge certainly welcomes these developments in the interests of all [...]
Do you think its more of a coincidence that they don’t use all these media outlets or is it because they are working so hard that they don’t have time to mess with it? I’d say its a little of both, but tactically played. The Black Keys don’t follow any trends or hype, therefore i think they have realized they can stand out by not over executing social media.
I agree with you however that they need to take advantage of these social medias but in a way that stays true to their roots. By branding themselves on myspace, facebook, youtube, twiiter, etc. they could really bring themselves to a new level.
Its all about keeping it simple stupid. Simple design, stupid in terms that anyone can access/use. I know this seems like a bad comparison but they need something similar to the Apple brand.
Great site, can’t wait for Brothers
@David Foust
I agree. I think things are about to change. The band and management are opening up to Twitter news feed and at least having a YouTube channel of their own for the first time http://www.youtube.com/user/theblackkeys
I understand there are more plans afoot and it will reflect their modest and real attitude. No reason why it can’t
[...] Keys Fan Lounge did upload a screen grab of The Black Keys Facebook page on 15 November 2009 for a post which clearly shows the band’s Genre as stating “Blues [...]
yesterday amazing Black Keys concert at Heineken Music Hall, Amsterdam. Check the pics at
http://www.gooddayz.nl/index.php?option=com_content&view=article&id=1657:the-black-keys-in-heineken-music-hall-fotos&catid=79:concert-reports