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For Guillaume Déziel, a partner in Montreal-based company Mr. Label, which looks after the electronic/jazz band Misteur Valaire, fans are the No.1 priority – they are the most coveted asset and the foundation to the business. Describing himself as a “music strategist 2.0”, digital agency Deziel said that the whole point of today’s promo and marketing efforts was to aggregate fans and turn them into active agents for the acts – and eventually monetise the relationship. Even at major labels, courting the fans and building the relationship has become the norm, especially for up-and-coming acts, explained Natacha Krantz Gobbi, marketing manager at Sony Music Entertainment France’s label Columbia. It can start with a page on MySpace and on Facebook, a web site, etc. The artist(s) are key to build this relationship. webinar Panellists advised that the relationship was stronger if the messaging originated from the act rather than from minders or PR people. Authenticity is paramount.

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