Fandom & Audience Fandom & Audience EngagementEngagement

Fandom & Audience Fandom & Audience EngagementEngagement

A PowerPoint Presentation on A PowerPoint Presentation on Mumford & SonsMumford & Sons

A PowerPoint Presentation on A PowerPoint Presentation on Mumford & SonsMumford & Sons

By: Peter By: Peter WarrenWarren

Mumford & Sons: Who are Mumford & Sons: Who are they?they?

Who are they? — Band Who are they? — Band MembersMembers

Marcus Mumford – lead vocals, guitar, drums, mandolin

Ben Lovett – vocals, keyboards, accordion, drums, electric guitar

Winston Marshall – vocals, banjo, dobro, electric guitar

Ted Dwane – vocals, double bass, bass guitar, drums, guitar

Background InformationBackground Information

English folk-rock band from West London, formed in December 2007

band uses bluegrass and folk instrumentation, such as banjo, upright bass, mandolin and piano

signed with Island Records in 2009 and debut album “Sigh No More” was released

second studio album entitled “Babel” was released in September 2012

• fastest selling album of 2012 in UK and was the biggest selling debut of any album in the United States

Background InformationBackground InformationAwards:

12 total Grammy nominations (won Album of the Year for “Babel” in 2013)

Top Rock Album & Top Alternative Album at 2011 Billboard Music Awards

Best British Group & British Album of the Year at 2011 Brit Awards

2013 Juno Award for International Album of the Year

Online / Social Media Online / Social Media PresencePresence

http://www.mumfordandsons.com/

https://www.facebook.com/mumfordandsons

https://twitter.com/MumfordAndSons

https://myspace.com/mumfordandsons

http://www.youtube.com/user/MumfordandSons

Online CommunitiesOnline Communities

http://forum.mumfordandsons.com/

allows fans to engage in meaningful discussions on endless variety of topics

created through the band’s website

includes tours, gigs & announcements, merchandise, band photos and other off-topic discussion

175,266 users have contributed to 24,649 different threads

users can search for specific topics that interest them

Online CommunitiesOnline Communities

http://www.reddit.com/r/mumfordandsons/

similar to forum, however, this community is moderated by the users themselves

opportunity for discussion on variety of topics

allows fans to “subscribe” to page and receive updates on new posts

system encourages most popular posts to rise to top of page, facilitating high levels of discussion

Finding their AudienceFinding their AudienceMumford & Sons have demonstrated excellent ability of locating their audience across the globe

Able to juggle the expectations of traditional UK fans and those of the new and emerging fan bases from North America

Success of global tours shows the band’s ability has to find and develop a strong fan-base

Award show recognition = evidence of finding their audience

• Billboard Music Awards & Grammy Awards (United States)

• Brit Awards (United Kingdom)

• Juno Awards (Canada)

Band’s website Band’s website (mumfordandsons.com)(mumfordandsons.com)

share various aspects of tour life through a blog, allowing fans to connect with their stories

blog is updated at least once a month

encourages input from fans

blog includes pictures that allows the band to share their visual experiences with the fans

helps fans discover more about the band’s personality, building a deeper connection with their music

TwitterTwitter

538,000 followers

consistently tweeting 2-3 times per month

updating fans on various band content including interviews, special performances, and newly-released videos

provides updates on new merchandise that fans can purchase from band’s website

additional platform for band to post pictures that allow fans to experience interesting aspects of their life

FacebookFacebook

5,092,809 likes

page is updated multiple times per month

includes links to official store, band videos and their official mailing list for exclusive updates

similar to twitter, but includes more personalized messages from the band to their followers

personalized messages very effective way for band to engage with fans, as shown by Mumford & Sons

community forum that allows Facebook followers to discuss various topics about the band

YoutubeYoutube

181,715 subscribers

includes music videos and videos from various live performances

performances include award shows, live-radio recordings and concerts from world-wide tours

includes personalized playlists of each band members for fans to learn more about their musical influences

discussion section that allows fans to discuss different topics related to video content

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