You might know Discord as the gaming space's chat app of choice. With an estimated 140 million monthly active users in 2020, Discord has proven to be a formidable force when it comes to communication. How can you use Discord as a musician? The short answer is community building. Invite your fans to your own personal Discord, called a server, and they can converse with you and other fans of yours on a private forum. Create channels for subject-specific rooms (marked with a #), and keep your fans posted with announcements that go directly to their Discord inboxes.
You might have one question: "Why bother setting up a Discord when I can communicate with all of my fans through social media?" This is where I tell you about the importance of owned audiences. An owned audience is one that you have unbridled access to. Owned audiences ensure that you won't be at the mercy of the almighty algorithm and keep you from having to spend your hard-earned cash on paid advertising.
One common example of an owned audience is an email list, which allows you to cut through the clutter of the internet and deliver news straight to your fans' inboxes. While email lists remain extremely valuable, it can be a challenge collecting emails without offering something in return. Discord replicates that level of interaction, with the added benefit of features such as voice chat rooms, video conferences, and custom emojis. This accessibility combined with a myriad of features makes it easy to own your audience with Discord.
Picture this scenario: You announce a Q&A on your social media accounts, to be hosted on your Discord server. Your fans join to chat with you, and they stick around to be a part of your community. Next time you drop merch, a single, or an album, you'll have a direct path to informing your most dedicated fans!
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