WeChat, Artists, & how you're going to make some well deserved dollah from this...
This link is a bit weighty, but its WELL WORTH your time if you’re into the possibilities of making £££$$$ as an artist/musician in the future.
If you want the succinct points and you bore easily, we’re talking about WeChat (think Whatsapp but with SO MUCH MORE in the way of options for news/purchasing/connecting with people). Here are a few of the highlights I’ve pulled out for you:
- Intergrated messaging platform, its a messaging service at its core, but with lot of connectivity to other functions all within the app
- Lightweight apps within the main WeChat app
- Brands/Artists can create 'Official accounts', which are channels that users can subscribe to for updates
- Room to customise the look/feel of your app/channel without taking the user out of the main app
- Integrated payment systems already in place and functioning, which once you authorise is a simple way for you to pay for anything within the app
- Can delineate & target users specifically for offers/customise frequency of notifications updates
- Real world payment options via QR codes/barcode scanning (think ticket/merch payments @ gigs) using the same payment system for online transactions
- Real world connectivity with auxiliary peripherals (More on this later)
So if thats piqued your interest, we’ll continue (I’ll be simplifying a lot of the stuff as we have a lot to get through!)
A brief history...
WeChat originally started as a simple messaging app developed by Tencent in China. It currently (as of early 2016) has 1.1 billion user accounts, with 650 million of those being active monthly users.
It has mutated somewhat for its simple origins to become something of an ‘all in one’ app for users. Functionality in its native China means you can access (via small lightweight apps, or official channels, within the WeChat main app) doctors appointments, bank statements, payment for utility bills, on-line shopping, offline shopping, ordering taxis....the list goes on and on.
Potential uses for bands/artists...
The great thing about WeChat, and its implications to artists/bands, is its integration of payments within the app, coupled with the ability for any user to set up an official channel. WeChat want you and the user to stay within the app, thus making it a mini-platform. They have made it incredibly easy for you to set up and start “trading”, with all transactions being funnelled through their platform. This has great potential for artists, imagine having people subscribed to your official channel, you can customise the look (like a mini website within the app) to give it a real authentic brand look. You can set up merch areas, along with links to your music, which users can really easily share with each other, pushing people to interact with your official page. You can send out deals and discounts on tickets or music to your subscribed users...or even QR codes that they can reclaim items if they show up to a gig and present them at the merch table.
All this is happening WITHIN the app, so no annoying “please wait while we load up the web page” a la twitter/Facebook linking to outside web pages. No annoying signing into internet banking to have to authorise a payment, no having to sign up to a website to buy merch or music. All this done with ease because youve registered your payment in the app, so it works whether you’re buying a cd or paying a phone bill.
The possibilities for real world interaction with fans is also vast. Chinese company Dan Dan Man developed a stuffed toy with Bluetooth capabilities so parents could send voice messages to their children( and vice versa ), which the toy would then play back.
If we extend this specifically to the realm of audio technology, so for example, you hook up your Sonos to WeChat, or it can connect with Spotify. So you’re listening to a playlist or album from your favourite band, and at the end of it theres a personalised message to you because you signed up for their channel. The band are speaking to YOU telling you and those subscribers about a special set of gigs that you can only get to through your WeChat code which is being sent simultaneously via message.
This adds so many layers of personalisation, connection and value to you as a band, and to fans as they feel you’re doing it just for them. It bypasses the need for mass mailouts, scattershot marketing through promoted posts, youre targeting the people who WANT the connection and that value.
Admittedly WeChat isnt the only messaging service that is diversifying its M.O.(Facebook messenger....occulus rift connectivity. 3D gigs...YES PLEASE!), but WeChat seems to be the one that is 3 steps ahead. Using the instant connectivity we so desperately crave, and build around that many many options to make life that much easier for people.
I am very interested to see how this plays out.
What are your thoughts. Please comment below!