Bands can promote each other to their fans and trade social media posts like currency on Headliner.fm, a startup that plugs into social networks and SoundCloud.
The folks at Headliner.fm believe that musicians already have a fanbase that is waiting to discover them, given the right circumstances. Since most bands invest time into having a presence on Facebook, MySpace and Twitter, the difficult part is connecting to people and getting them to listen to their music. With Headliner, musicians recommend one another on these social networks and use these recommendations as currency with one another in order to leverage each band’s fans interested in each other’s music.
For example, Band A sends out a promotion by sending a message or posting a link. If the requested bands accept, the promo appears on Band B, C, and D’s news feeds and networks, to be seen by all of their fans. Since the post goes out to fans from the band that they already know and like, fans are already engaged and more likely to click through. Headliner does the actual posting, so that promotional timing is correct and bad privacy is respected.
When other bands request to be promoted by Band A, they do so by spending “Band Bucks,” the Headliner currency. The promos are subject to approval by Band A, so they have control over what gets posted on their pages and streams. Bands earn Band Bucks by promoting other bands, which they can do up to three times per day, and can get more of the currency by inviting other musicians to join Headliner.
Headliner makes money when musicians purchase Band Bucks through PayPal as well. But the bulk of their business model is supported by Pro and Platinum subscription plans. Headliner is free to use on their basic model, but a $30 per month Pro plan gives musicians analytics, location targeting, as well as promotional tools that can be set ahead of time. For the $50 per month Platinum account, suggested for labels and bigger artists, Headliner offers more promotion on networks and eiligibility for Headliner’s Featured Artist Chart.
Headliner also supports SoundCloud, so artists can listen to each others’ music directly on Headliner.fm, and connected accounts can embed songs into promotional posts.