This is the first blog post I’ve written where I came up with the title before the piece itself. That’s because the title describes the exact movement happening over at Daytrotter.com. Daytrotter is one of few companies I can think of who prioritize the creation of something truly valuable, while nurturing a fan community. This mentality goes sharply against what most businesses do (create something average and sell it for as cheaply as possible, knowing that a low price is the only chance they have at making a sale).
Last week, Daytrotter increased their monthly subscription fee from $2 to $4.
My first thought, as it always is when any company raises their price, was “People are going to be pissed.” I expected to see an angry mob on Twitter, and bloggers and music fans alike responding with a “Who do they think they are?” attitude. So I dug through Twitter, and did multiple Google searches for news on this, cringing with anticipation. But, after a while of searching, I found… nothing.
Glenn Peoples, a music business/tech journalist for Billboard did Tweet about the news. But instead of people responding with frustration, the only response was from Daytrotter’s founder, looking to connect about an exciting upcoming announcement. That announcement he was hinting at turned out to be a fantastic one: that Daytrotter was now allowing new members the opportunity to send $5 to a Daytrotter artist of their choice. While this may seem generous to those unfamiliar with Daytrotter, it likely comes as no surprise to their incredibly tight-knit community of supporters, who have come together over the years through a like-minded passionate love of music discovery.
Death Cab For Cutie
To top it all off, Daytrotter is smart enough to know that, while personal music discovery is a powerful force, true community is ultimately generated through friends talking about and sharing Daytrotter-related things. With this in mind, they are known for their cartoon drawings of each artist they work with. These drawings are enough to catch your eye, and to cause a fan of the artist to share the drawing with a friend (and therefore discover Daytrotter through the “where did you find this?” question).
There’s a lesson in all of this. If your goal is to make your price as low as possible, in hopes of being accessible to everyone, you are going to have to sacrifice something in the process. That something will most likely be quality. Even further, it’s important to remember that nobody is for everybody.
It is better to be a trusted source of value for a focused community, than to only be relevant until something a bit cheaper comes along.
1) Fanbases Are Conversations
2) Passes Supporters, Active Fans and Super Fans