I almost giggle every time I see “Street Team” on artist websites. I see images of legions of fans religiously canvassing the parking lots, hanging concert posters illegally and annoying passers-by with some bright promotional flyers hot off the Kinko’s press.

Does this ever work? Probably. There are acts out there who reach a critical mass of exposure, and who make music that appeals primarily to the young fans that would have the time and energy to support a band in this way. Maybe it happens often enough to justify the effort the band made to create the page, the downloadable materials, etc.

Most Important Member of Street Team

However, the Street Team, while innovative 10 years ago, has been a cliche for some time. It’s not necessarily a bad idea - but it’s usually done in a cookie-cutter fashion with a total lack of thought.

For example, I see a lot of websites for 30-something artists who play house concerts and other laid-back venues, and whose music appeals mostly to 30 and 40-something fans.

How effective is a “street team” strategy for them?

Before you label me as a cynic, I do realize that it’s important to use the web to enable your fans to contribute in any way they can. But it’s important to realize who your fans are, and to create opportunities that make sense for their lifestyles and commitment level.

I know, I know, your music appeals to everybody, young and old. You cringe when someone asks you to describe your music. It’s completely original and sounds like no one else. However, the next time someone comes up to you after a show and tells you you remind them of so-and-so, pay attention. You might disagree - but it doesn’t matter. You’re not trying to sell records to yourself, are you? They just told you two things - they like your music, and they like it because it reminds them of so-and-so.

this keeps me awake through folk concerts

The fact is, to the public, you do sound like someone else. And if Derek Sivers is right, that should be an important part of your marketing strategy. I’d also like to add that your fans do tend to lean toward a certain age group, a certain lifestyle, a certain income, etc. It’s up to you to discover that.

What does this have to do with street teams?

If you are an artist of professional age, and your usual audience is mostly baby-boomers (face facts), your website shouldn’t promote you like an alt-college band. Chances are, your audience, or fan-base is probably not the type to hang posters for you, or put your latest track on their myspace page. However, they are the type that own homes, and they probably have more disposable income than high school or college students. Why not create tools that appeal specifically to your fans?

From their computer, in the comfort of their favorite chair, your fans can contribute to your next CD in exchange for “executive producer” credit. They can organize a house concert and show you off to their friends. They might even get a group to spend a week to “Rock the Boat” if you can put a concert cruise together. There are independent acts (even acts that were once on major labels) that are having great success with these ideas.

And if you’re an artist, can’t you come up with an original name for your fans?

Name them after a song. Or call them the “Sedentary Mafia.” How about “Couch Team?” Why not the “Lazy-Boy Warriors?” I’m currently developing “Fran’s Mid-Atlantic Spare Couch Alliance.”

Even middle-age folks like to be a part of something bigger than themselves, and are inspired by artists who figure out a way to make a living from their calling. Give them the opportunity to contribute. But please, call it anything but a “street team.”

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