IBMA Announces Plans for The Bluegrass Nation
In reaction to changes in music industry business models and new trends in marketing and community development, IBMA leaders have been discussing a new project called "Bluegrass Nation." A presentation was made by Craig Havighurst during the recent World of Bluegrass conference and what follows is a synopsis of the vision and promise behind the project.
In reaction to changes in music industry business models and new trends in marketing and community development, IBMA leaders have been discussing a new project called "Bluegrass Nation." A presentation was made by Craig Havighurst during the recent World of Bluegrass conference and what follows is a synopsis of the vision and promise behind the project.
Bluegrass Nation (BN) is IBMA’s first-ever initiative to harness the power of digital media and social networking. Fully integrated into a comprehensive redesign of IBMA’s web site, Bluegrass Nation will be a community and a platform for news, information sharing, promotion, education and all kinds of media. Its goals are to get more bluegrass fans to shows, remind them of events they might have missed, connect them with musical opportunities, and attract new fans into the bluegrass fold.
A SOCIAL NETWORK FOR BLUEGRASS FANS AND ORGANIZATIONS
BN will be a free, membership-based community of bluegrass fans, musicians and organizations. Members will create a profile that can connect seamlessly with other social networks like Facebook. Or they may enjoy BN benefits exclusively through e-mail. Our goal is 200,000 members in the first year and more thereafter. It will be an evolutionary platform for information sharing and collaboration that will adapt as the internet and social media landscape changes.
THE WORLD’S BIGGEST DATABASE OF BLUEGRASS FANS
BN will give IBMA members access to thousands of new potential fans by creating a mass e-mail list with the help of scores of artists, bands and festivals. This list will allow members to reach out to proven bluegrass fans, on a permission-only basis, divided by zip code, musical interests and other variables.
A PLACE TO ENCOURAGE FORMAL IBMA GRASSROOTS MEMBERSHIP
BN will encourage its free members to upgrade to membership in IBMA’s Grassroots Club. The membership fee will be lowered, and benefits will be increased, to include the monthly IBMA e-newsletter, discounts to events, special invitations and a Grassroots-voted slate of awards presented during World of Bluegrass. This long-standing program has been a way for bluegrass fans to support and be a part of IBMA. Bluegrass Nation will make the Grassroots Club a more affordable and rewarding way to interact with bluegrass music.
AN IMPORTANT NEW REVENUE SOURCE FOR IBMA
BN will derive revenue in three ways: 1) Providing access to the e-mail list to IBMA members at a price below market rates; 2) Sponsorships and partnerships on BN pages and in BN bulletins; 3) Encouraging Grassroots Club membership.
A LONG-TERM, BRANDED MARKETING CAMPAIGN
The BN brand and logo will propagate across the internet as we bring new constituencies on board, and BN membership will be promoted via advertising, flyers at events, stickers and merchandise. In every imaginable way, we will encourage people to “Join Bluegrass Nation.” We want to see the BN badge on partner sites, from clothing makers to jam bands. It will be a global calling card for bluegrass music.
For more information contact IBMA at: 1-888-438-4262 or info@ibma.org
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