Grace Kim, senior vice president of Atlantic Records, has spoken about keeping her fanbase alive in the James Collab session podcast – Spotify for Artists

In this episode of the Colab Sessions podcast, Grace Kim James shares her skills for artists who are keen to not only reach new audiences but also maintain a fan base throughout their careers. Grace Kim James is a senior vice president of marketing at Atlantic Records where she is responsible for running creative marketing strategies for artists. Bruno Mars, Janelle Moni, Deception, And Lizo.

Here, Grace explains how artists can provide real value by keeping their fanbase busy. He also spoke about the importance of nurturing fans on the first day and the continuity and equality of sweat needed to keep that connection alive. Listen to the episode, and see the key takeaways from Grace below.

Highlights from Grace Kim James’s Colab Session

What worked with your first fans will work with your new fans

I think sometimes we think the new fan and the old fan are two different people. At the end of the day, they are very similar. Why did your old fan become your fan? Remember, that. Perhaps, if you’re consistent, the new fan is going to be a fan of it. No matter how talented you are, you are nowhere but your fans. It goes back to the longevity of your career. If you don’t have that fan, no one can hear how talented you are. People are going to be attracted to you not just for music, but as an artist. When you think about all the commonalities of the new fan and the old fan, you can light that fire.

It takes a lot of sweat to grow and sustain a fanbase

You just have to be more discriminating with the help you render toward other people. Again, some might be five, it might be 50, but that means conversation, [sending] DM actually means to face people on the show. This means signing things. It actually means, “Yeah, I’m an artist. I’d love it if you check out my stuff.” Or, “Hey, thank you so much for being here.” Whatever he is. Maybe you did a live stream show for only 50 people. This is 50 people who have tuned in and you can connect with each of them. Even today’s biggest stars still have a reason to meet and greet. One reason is that they still sign autographs. They have a reason to take selfies with their fans. And I think these kinds of things go a long way. And some of the best artists and the biggest and most quotes, famous artists have done it all. They all have the equality of sweat and give people time to physically connect and touch.

Put yourself in the shoes of the fans and make sure you pay the price

Always ask yourself, is it worth someone’s time? Is it worth someone’s money? Because if it doesn’t, if they don’t think they’re getting anything out of it, then you can’t keep up with that number of fans. You are not going to give them anything they deserve. I think you have to put yourself in the shoes of a fan from time to time. You need to be aware of who your audience is. You need to know who you are talking to. You need to know who you are trying to reach and it is accessible. That information is being accessed. It’s about knowing who your fans are because the reality is you’re not going to reach everyone immediately.

Listen more Co.Lab Session Podcast Episodes about building your team, creating a scene around your music, protecting your career and much more.

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