(Blue) Grass Roots Marketing on the Interwebz

 If you have been around this blog for any length of time, you have probably realized that I have strong feelings about “content creation” (thanks for the term, Bobby Lehew!), marketing and music, just to name a few things. And, I absolutely love it when someone combines all three together! Check this out…

A couple years ago, I had the chance to go to a bluegrass festival in Kansas called Winfield. OK, so it’s actually called the Walnut Valley Festival, but everyone I know just says “Winfield” and immediately heads begin to nod. It’s like nothing you’ve ever seen. If you ever get the chance… GO! You can thank me later.

Anyway, while I was there, I had the opportunity to hear a great band called The Greencards. They play some great bluegrass, with incredible harmonies and pretty darn fancy string plucking. I was so taken with them that I purchased a cd after their set and waited in line to have them sign it. This was the only cd I bought the entire time I was at Winfield.

So, flash-forward to the present day. I’m on The Greencards’ email list. I like knowing where they’re playing, when a new album is coming out, etc. I’m not a die-hard fan or anything, but they’re cool and their emails are always non-intrusive and written in a friendly voice. I like that.

Earlier this week, I received another email and this one took things to another level. Here’s what it said:

Be a Part of Our Next Album


You better believe this got MY attention!

With visions of myself in the studio trying to keep up with these talented folks, I quickly clicked on the link to see how I might be able to become immortalized on this album. Well, not only was I relieved to see that I didn’t have to audition to join them (which, for the record, I could not have done!), but that playing music was absolutely not required. They have an entirely different approach to this.

The Greencards are offering fans a chance to “buy a brick” on the artwork of their next album for a very small fee. Now, how cool is that? You can forever have your name on the album art of a wonderful band. Can you imagine? These folks are already successful… This album could be the one that sends them into super stardom! And YOUR name will be on the artwork.

So, let’s recap here: Great band who plays awesome music. They keep in touch with their fans via a permission-based email newsletter. They engage their fans rather than market TO their fans. And they are offering people a chance to be a part of their newest project.

Yeah. The Greencards are definitely “Turning It Up To 11”!!!

Turn It Up To 11!


One thought on “(Blue) Grass Roots Marketing on the Interwebz

  1. Is it bad to be the first one to comment on your own blog? Well, let’s just consider this an adendum, then, OK?

    I received an email from Carol Young herself (the sultry voice you hear in “Waiting on the Night” – my favorite Greencards song) shortly after posting this and sending a link to their contact people. Here’s what she said:

    hey brian,

    thanks so much for your message of support.

    i read your blog and you really nailed several aspects of it. that’s exactly what we’re trying to do – connect with our supporters and followers on another level.. and with that support we will now get to make a record with complete creative control (no record labels).

    so far the response to date has been nothing short of astounding to us. of course, on launch day had the biggest impact, but each day following we’ve had a great amount of people reserving their bricks.

    but what means more to us than anything is people like you, and others, have voiced strong support and positive comments…

    thanks for taking the time to write about our campaign.


    Think this way of engaging your audience doesn’t work? Think again!

    Thanks, Carol… You guys are awesome.


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