Last month EDM artist Skrillex released a mobile app titled “Alien Ride.” The app is a free and simple game similar to “Asteroid”, but a 72 hour countdown clock on the top of the screen didn’t seem to have anything to do with the game. Nobody could seem to figure out what the countdown meant, until the clock struck zero. Following the countdown the app began unlocking songs from Skrillex’s upcoming album that was scheduled to be released later in the month.
One of the main trends I’ve noticed over the past few years is the emphasis that new artists are putting on connecting with and valuing their fans on a more personal level.
In an interview with Rolling Stone, Skrillex explains, “We’ll probably make less money doing it this way. It’s more about the fans.”
Doing the unexpected and finding new ways to get fans excited is so important today. Sometimes this may stem from a stunt or situation that won’t make the artist any money initially, like Skrillex giving away his album for free. But what they gain in return is a fan base that enjoys and wants to support the band even more. They’re giving fans reasons other than their music to support them. Artists like Skrillex are making their brand personal and sharing it with their most important critics, their fans.