Case Study: Mom + Pop Music x I AM POP

3 min read
Messenger image

I AM POP provides artists and their marketers with an easy-to-use tool that simplifies direct-to-fan messaging and allows you to reach fans directly

In our Case Study series, we chat to the people who regularly use our tool, and see how they feel about it. This time round, we spoke to Jessica Page from Mom + Pop Music about their Tash Sultana campaign.

Can you tell us who you are and what your role in music marketing is?

I’m Jessica Page, the Director of Digital at Mom + Pop Music. We began using Messenger to engage fans on chat with Tash Sultana in 2017.

Why did you start experimenting with direct-to-fan messaging? How does it fit in with your marketing strategy?

As we all know, marketing teams spend a lot of time making sure artists have a great social strategy. Before Messenger marketing arrived, we were only able to organically reach about 2% of the fans that follow our artists on Facebook. When reaching fans through Messenger became a viable tool it was a no-brainer to start using it. While you still have to go through a process of on-boarding fans, the direct connection that you get with chat is invaluable, and is something that’s been missing from Facebook for many years. It’s a simple way to reconnect our artists to their Facebook fans.

Why did you start using I AM POP's tool for Tash Sultana?

As an artist that built her career busking on the streets of Melbourne, Tash’s fanbase has grown in the most organic way possible. Her street performances and bedroom sessions went viral and played a big role in elevating her to where she is today. She has some of the most dedicated fans I’ve ever encountered, so we knew that just offering the opportunity for fans to engage through chat would be a win all around.

I believe that fans go to an artist’s Facebook page in the hope of interacting with that artist, and I’m not sure that a wall of posts really fulfills the direct and immediate response that we are all used to and would all like to have.

Fans seem even more engaged with the Messenger channel than I had expected. While it may not be the artist in IRL, delivering content via chat is certainly more engaging than a page of posts. The potential that I see is the opportunity to share loads of info, educate fans and learn a lot about who the fans are.

tash-sultana-street-performance
Tash Sultana at one of her street performances

How is it going so far?

As of right now we’ve been sharing tour dates, concert footage and new music but we are putting in place a plan for the new album roll out and tour announce which will have some bot-heavy strategy included. Tash has more than 23,000 subscribers on Messenger and is gaining a thousand or more new ones each month. By starting early with Messenger we are in a great place to connect directly with fans leading into and through the new album cycle. It will be exciting to see what we can accomplish by adding this new tool into our strategy.

“For us, this is just the beginning and the value has already proven itself with fairly minimal effort.”

Can you give us a specific example of using I AM POP's tool in action?

One usage example I can point to particularly is the Echo Beach Toronto tour date. It’s Tash’s biggest North American venue to date (6500 capacity) so we wanted to get a picture of who has purchased a ticket or who had not.

We polled fans and created audience segments from those polls. We found that 1.28K answered they had bought a ticket while 1.97K said they had not. We plan to remarket to the 1.97K in the next week or so.

The main takeaway here is that it’s quite easy to learn valuable data and segment fans. There’s so many flows we can formulate that will give us valuable insight.

Any words of advice for people who want to start using direct-to-fan messaging?

If you’re interested in what chat can do for your artist, have a think about what you’re really looking to learn and then design a conversation around that.

For us, this is just the beginning and the value has already proven itself with fairly minimal effort. Like any conversation, this should be easy, but in the end we are all trying to achieve something. You just need to know what you’re looking for and design a conversation around it.


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Jonas van de Poel

Customer Success & Content Marketer at I AM POP. Poet, linguist, polyglot and wordsmith armed with fountain pen and ergonomic keyboard. Wears shades at night. Dreams in breakbeat at 174 bpm.