The Waterboys’ show at The O2 deserved a full house. I can’t say why it didn’t have one, and I haven’t seen the campaign data. But after posting footage, I heard from people who loved the band and hadn’t known about the show. That feels like an opportunity worth understanding.
AN AUDIENCE IS NOT A COMMUNITY. AND A COMMUNITY IS NOT A FAN STRATEGY.
There’s a growing consensus across music - and increasingly sport - that we need to build stronger, more direct relationships with fans. I agree completely, but we also need to be much more precise about what we mean.
An audience is not automatically a community.
A database is not automatically an owned relationship.
A group of highly engaged consumers is not automatically a fan strategy.
And calling something a community does not make it one.
Not every fan wants the same relationship. Some want access. Some want recognition. Some want to participate, create or advocate. Some simply want to listen, attend and remain quietly loyal for decades.
That does not make them less passionate. Although many of the engagement metrics we use to judge fandom would suggest otherwise.
This week’s edition of The Superfan Formula distinguishes between six things that are related - but absolutely not interchangeable.