The Tallahassee trio knows exactly how to keep fans “Happy All the Time.”
In this growing technological era, musicians have tons of new ways to connect with fans. The digital age has helped listeners personalize their experiences by selecting and sharing their favorite content at the press of a button. But in a time period where mere seconds online can make a full impression, artists are asking a new question: What are the best ways to keep fans invested?
Florida-based rock band Set It Off have found the answer. The 2019 winners of Rock Sound’s Fan Power Award have mastered the art of creating and cultivating a dedicated fanbase. Since 2008, the band have taken advantage of social media and live shows to redefine the relationship between musicians and fans.
If you’re looking for an example of how to satisfy a growing fanbase, look no further. Here are the top 5 ways Set It Off have put fans first.
1. Addressing fans by name
If you’ve followed Set It Off for a while, you may have picked up on their love of all things personal. From frontman Cody Carson’s passionate speeches onstage, to playing board games with fans, the band regularly shows their commitment to making memorable experiences. But what truly sets this band apart? They know their fans’ names.
In 2016, Set It Off was featured on the Bus Invaders Youtube series for the third time. While the whole 8-minute video gives us a good look into the band’s personalities and touring habits, one part in particular stands out. When singer Cody Carson and drummer Maxx Danziger show the camera a piece of art given to them by a fan, they excitedly share her name and Instagram handle as well.
In addition to small name drops like the one above, the Set It Off have also directly addressed fans many times on their YouTube channel. Watch in their P.O. box and fan voicemails videos as the band receive gifts and messages from fans and thank the senders by name each time.
Additionally, many of the videos on the band’s channel feature a shoutout to an individual fan at the end.
2. Featuring fans on their YouTube channel
In addition to saying fans’ names online, Set It Off have directly featured fans on their YouTube channel multiple times.
In February 2015, the band uploaded a special video for their song “Tomorrow.” This tribute to fans features Set It Off “dreamcatchers” talking about what the band means to them, along with meet and greet footage from their tours.
In January 2018, the band took to YouTube via livestream to write a song with fans. After gathering lyric suggestions from the comments, they wrote and performed the acoustic “Hourglass Love.”
Later that same year, Set It Off put fans front and center on their channel again when they reacted to YouTube covers of their songs. In this encouraging video, the band gave fans a platform for their art, complimented them on their musical talents, and even recognized one person from their early days as a band.
3. Changing their lineup
In their 12 years as a band, Set It Off have had their share of struggles.
In May of 2015, bassist Austin Kerr was accused of sexual harassment via a statement on Tumblr, and the band made the decision to remove Kerr from the group. In the formal Facebook statement, they explained that the safety and comfort of fans are their number one priority:
However, this was not the only time such accusations impacted the band. Last May, sexual assault allegations surfaced against guitarist Dan Clermont, and the band wasted no time in addressing the matter on their Twitter page. Within two days, Set It Off posted that they would “investigate the matter” and that Clermont would be taking a hiatus from the band. In September 2019, the band officially parted ways with Clermont.
4. Taking fan feedback for Midnight
The direction of the most recent Set It Off album was influenced by fans. In a 2019 interview with Rock Sound, Carson explained that, in conversations surrounding the development of Midnight, the band heavily considered fans’ preferences. From letting fans vote on which song gets a music video, to selecting singles based on prior success, Set It Off have mastered the art of crafting a crowd-pleasing record.
5. Rescheduling shows
Amidst the growing complications caused by the coronavirus pandemic, music fans everywhere are getting used to concert cancellations. When we receive this disappointing news, we can’t help but mourn the experience that was taken away from us. And while many alt favorites are calling it quits with their scheduled 2020 tours, Set It Off continues to hold out hope.
In a video and three-part explanation on Twitter, Set It Off announced yet another rescheduling of the UK/EU leg of their Midnight World Tour. In this announcement, Carson expressed the band’s sincerest apologies and emphasized that they are as excited for these shows to continue as fans are. And although this news was hard to break, the band added a little humor to the situation by officially renaming the UK/EU section, “Part Four the Love of God Don’t Make Us Reschedule Again.”
From learning names to choosing singles, through lineup changes and rescheduled shows, Set It Off have always prioritized their fans. In making fans a part of everything they do, the band have ensured longevity for themselves and their sound in this evolving musical landscape.
I hope our fans know that we go to bat for them quite a bit. I love that it’s one of the things that we’re becoming known for as a band, that makes me so happy.
– Cody Carson for Rock Sound
What do you think of Set It Off’s strategy when it comes to fans? Have they ever acknowledged you personally? Tell your story in the comments down below!
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