Influencer marketing is largely based on the digital identity and brand image conveyed in social media. Marketers are clearly aware of their influence, and executives and managers are becoming more aware of their personal branding across social networks. With the rise of independent entrepreneurship, media professionals turn to the different social platforms to develop their trademark and build their career.
An International Success Based on the Fans
The commercial success the career of Joe Bonamassa is currently experiencing on a global scale is not a coincidence. It’s the result of time-consuming hard work, by the musician himself, and his whole team.
This success was built on the base of his most faithful ambassadors: ¨Trust in your Believers¨, says Bonamassa in his web-TV show “How One Man Beat The Record Industry“, available in four parts on his official website.
He and his manager decided to form J&R Adventures, produce the work themselves, and they’ve chosen to work with the public rather than for the radio and music industry. Today, Joe Bonamassa is continually on tour, crisscrossing the planet to meet his fans.
Driven by his passion, the evolution of his career demonstrates a good example of persistence and hard work in carrying out and achieving a great talent. His “take away” from his interplanetary success, making him the new ¨guitar hero¨, is that he and his team were able to rally his fans to become ambassadors.
The Passionate Career of a Gifted Guitarist
Born in the last leg of Gen X (1977), he started practicing guitar at 4 years old in his father’s music store. His family is three generations of musicians: his grandfather was a trumpet player like his great-grandfather. No wonder he developed a passion for music, and especially for blues rock. Today, he transcends the boundaries of country, rock, blues and jazz, and brings a new sound that’s at the level as the greatest legends.
At 12 years old he opened for BB King, which proved to be the first trigger of his career, so he learned a lot about country, blues, and jazz. Three years later, he formed his first group, Bloodline, with other famous musician sons (Miles Davis, Robby Krueger, Barry Oakley) that he met at Fender Guitar Festival. It was at this time he met Roy Weisman, who became his manager and partner in J&R Adventures.
After a few albums, made by the famous engineer Tom Dowd, Weisman recruited Kevin Shirley, a.k.a. The Caveman, to produce. From the onset, he integrated the company Weisman founded in 2005 with Bonamassa into the platform. Shirley then hired more experienced musicians, allowing Bonamassa to further assert his brand and sound.
From that time, J&R Adventures became the tool for a successful career, which now includes 11 studio albums, 12 live albums, 9 DVDs, 2 collaborative albums, and a range of products, promotions, and gifts for fans. (Source: Wikipedia To learn more about the career of Joe Bonamassa, please visit his official website: http://www.joebonamassa.com)
J&R Adventures: A Digital Business
¨Today, we (J&R Adventures) are a real record company, able to take advantage of all the new social platforms because we have become a vertically integrated company ¨. says Weisman. ¨ These special promotions and social platforms allow us to connect directly with the fan base and increasing attention around the artist. To offer quality promotions and freebies, also help to continually increase our basic emails. Keeping personal contact with the fan base is essential today to develop and maintain a successful artist while the record industry is in a period of constant changes.¨ he adds.
In 2011, with the release of the album ¨Dust Bowl¨, I found this extraordinary guitarist (Thanks to @PhilippeMartin for the discovery). But his international career began before that, years earlier, with his personal cover of “STOP”, which was an instant success around the world.
It was at this time that J&R Adventures decided to make the digital shift permanent with Bullseye Strategy firm and further develop the presence of the artist on Facebook and other social media networks, to further increase the fan base. With an initial base of just over 2000 likes on Facebook in 2008, today the core of ambassadors has risen to over 2 million, with over 1.5 million downloads.
A Constant Presence on Social Networks and Personal Involvement of the Artist
The success of social media for Bonamassa brings some great lessons of content marketing and personal branding. This is the result of an integrated strategy, focused on the fans, and personal involvement of the artist. Consistently present on different platforms, he doesn’t hesitate to engage in conversations and establish a direct relationship with fans. He openly shares his career and his great passion for music, and until 2013, hosted his own Planet Rock radio show.
They offer special promotions and exclusive freebies to fans on social media before regular promotion and advertising activities. Frequently, fans are invited to greet ¨Meet’n Greet¨ events, exclusive presale tickets, download new songs, and take videos during performances. Later these fan videos get uploaded on his YouTube channel, which already has hundreds free clips.
In each of the cities of his recent tour, Joe Bonamassa used Periscope, inviting fans backstage after the show or visit the tour bus. His DVDs are presented by episode on his site, and he often offers them as prizes for contests.
In fact, one of the first efforts of Bullseye Strategy was an exclusive contest for fans. From the beginning, J&R Adventures and Joe Bonamassa understood that to stand out and to exceed fan expectations, social media must be used liberally. And when it comes to communications and public relations, ” … never say you’re the best; rather organize so that it’s the people who say it! *”.
* A quote from the former public relations officer of the actor and director Paul Buissonneau, who recently died in Quebec.