“Community Sites” is now used to describe websites where the primary function is to allow people with shared interests to communicate and socialise. People have a deep desire to be part of a community, even if they don’t recognise it as such. Supporting a football team, going to a gig by their favourite artist, going on holiday each year to their favourtite resort. Ultimately, each one of these brings them into contact, even if only for 90 minutes each week, with others who share that interest. The growth and interest in Community is phenomenal, especially amongst the 15-35yr group. This should not be a surprise. The term ‘Internet’ is derived from “Interconnected Networks”. Of course, originally this was describing computer networks. However, substitute the word 'network' for 'community' and you can understand why sites focusing on “Interconnected Communities” are becoming the most popular on the web.
What does this mean for artistes?
Music is one of the main ways people identify themselves. When filling out profiles about themselves, ‘Music Tastes’ are often the first things they're asked to specify. Artistes, record labels and managers must now place ‘Community’ at the top of their promotion and marketing strategies. However, this should not be difficult – for community, simply substitute ‘Fan base’. Artistes have been doing it for years. But now, for the first time, the fan base is not a list of names subscribing to your fan club, or people who turn up to your gigs. They are a community, using your music as a means to identify themselves and reach out to others.