Welcome to the latest installment of our “Getting Social” Series, wherein we showcase TuneCore Artists and music marketing pros who offer insight on social strategy for independents. Because after all, there’s more to social media than sharing tour dates and funny pictures!
Today we’re sharing an interview with indie MC Astronautalis (AKA Andy Bothwell). Hailing from Minneapolis, Astronautalis has been releasing albums since 2003, blending hip hop with elements of indie rock and electronic music, (among other genres). His songwriting is a force to be reckoned with – no obscure subject is off limits, and few MCs possess the topic bank and flow to make things your high school history teacher forgot about captivate an audience. Astronautalis has built his fan base in sync with the progression of social media in mainstream culture, and was named a top Instagram follow by Pigeons and Planes. We discuss his interest in photography, using social to promote new releases and more below:
You recently released The Very Unfortunate Affairs of Mary & Earl – tell us about this ‘historical fiction’ album and how your fans have been reacting to it.
Astronautalis: Technically, it is a re-release of a very old EP I made for a vinyl only release on a small label in Germany several years ago. It was my first foray into working “historical-fiction” into rap music, and based on the rather star-crossed love affair between Mary Queen of Scots and James Hepburn, the Fourth Earl of Bothwell, Scotland. Hepburn is actually a VERY distant relative, and the story, (which involves murder, kidnapping, black magic, and more), has always been a point of great fascination for me. The process of writing creatively from history was such a thrill for me on this project, it became a bit of a hallmark for my next two full-length records.
Has the amount of time you dedicate to social media changed as your fan base has grown?
Yes, several times, actually. Initially, back in the MySpace era, I used social media to book tours, talk to the few fans I had, and lay the meager little foundation that I would later build my career upon. MySpace messages made things a lot more long form then they are now in the world of Twitter and communicating through the comments section. Back then, I wrote back EVERYONE who wrote me, in a true and full response. Even with my small fan base, it became quite the undertaking, and as things expanded, I found that I didn’t have the time to write so extensively to fans.
Twitter couldn’t have come along at a better time. It was quite the revolution to be able to communicate with anyone and everyone, but within the inherent limitations of the format it became less like letter writing, and more like text messaging, and thusly, more manageable. Lately, I find myself focusing less on Twitter, and even less on Facebook still. They are still both important tools for my business, but I get little reward from them personally. And while I am still engaging with fans on both sites, and using both as business tools, the only social media I engage in with any great passion is Instagram. I, personally, find it much more rewarding to scroll through an endless stream of beautiful photos, as opposed to people being outraged over Beyonce’s Grammy snub, you know?
Do you feel your fan base is one that is very plugged in?
Certainly! Isn’t everyone of a certain age, or younger? I think people are so plugged in at this point, they do not have an understanding of what it means to be NOT plugged in, you know? When the revolution in the Ukraine started last year, it was insane to be able to not just talk directly to people who were on the ground in Kiev, but people who knew my music? Everything about that is so bizarre to me. The reach of all things in the modern age, even weirdo rap music, is nothing short of mind blowing.
What do you like (and/or dislike?) about the process of building excitement and dropping a new release on social?
The things I dislike about the process are really only the things I dislike about social media in general, and the level of laziness it fosters in people at times. People using social media to ask questions that could be solved with a short Google search, and what not. (Which is pretty much the main annoyance faced by any artist who is really connected and involved with their social media).
Aside from sometimes feeling like a butler, pretty much every other aspect of releasing and promoting through social media is fantastic! Working on a record is arduous and exhausting work; totally mentally and emotionally draining. You spend the better part of the entire process second-guessing everything from your lyrics to your album art, to your choice to start rapping when you were 12. When the album comes out, your social media is the thing that builds you back up. It is like having every person, from every show you are about to play, all in one room at once, cheering you on; and you would have to be a total asshole to not love and appreciate that support/ego stroking.
Between Facebook and Twitter, you boast over 69K followers/fans – which of these two comes most into play during a touring stretch?
Facebook has become all about business for me at this point. I use it to post the brass tacks about shows and tours and releases, especially on and around said tours and releases. Twitter really gets the most use in my life once I hit the road, partially because it becomes a great way to interact with folks before, during, and after shows. Also there is A LOT of time to kill on those van rides, and once you have run out of podcasts and you can’t play Mario Kart anymore, Twitter is always there for you with some excellent diversion.
Similarly, how do you feel you interact with your fans differently in general when it comes to those two channels?
As I said above, Facebook is become so about business and promotion, with little personal flair, that most of the fan interaction has turned that way as well. Even though it is host to my largest number of followers, I found pretty early on that people don’t like it when you use the Facebook page like Twitter. They get annoyed if you post a lot through the Facebook page. So, I try to keep it short, sweet, and down to business. As a result, much of the folks writing me on Facebook keep to that tone as well, (i.e. asking for show/tour details). On Twitter is where the interaction becomes much more personal, and I’ll find myself discussing everything from sports, to rap, to Target’s line of “50 Shades of Grey” sex toys. Facebook is where you go for stuff about “Astronautalis”. Twitter is where you go to talk to Andy, if that makes sense?
You were named one of the top 25 indie artists to follow on Instagram – and for a good reason. Has photography/visual art always been an interest of yours?
My mother was a photographer and a photography teacher, so I grew up in a dark room. And while I have always owned cameras, and taken photos, for me, it was always a hobby. Honestly, till Instagram.
Where/when do you find yourself getting inspired to share photos most often? Or do you feel it’s more of a random happening?
One of the reasons I have latched onto Instagram was the creativity it fosters IN me. While it is a great creative outlet, and a nice distraction from music for me, the thing I enjoy the most is having an endless stream of great photos to look through all day. Seeing the world though all of those people’s eyes has pushed me to see photos everywhere and made me think more like a photographer. While the most popular photos I post are certainly the ones taken on tour in exotic locales, showing things most people have never seen, some of my favorites are the ones I take just strolling through my neighborhood in Minneapolis.
What tips do you have for an independent artist who’s trying to tighten their Instagram game up?
I think it starts with what is in your feed. If you just follow your friends posting pictures of themselves at parties, or shots of food they eat, chances are that is what your feed will end up looking like as well. Think of Instagram differently then other social media. Use Twitter and Facebook for socializing, but use Instagram for inspiration. If you follow great photographers, you’ll start thinking more like a photographer, just by osmosis. But, take it from me, when you start unfollowing your friends because their pictures suck…you better think of a nice way to explain it to them. People take this stuff SERIOUS!
Your career has really progressed almost parallel to that of social media’s presence in mainstream culture. Do you feel this gave you a leg up in terms of how you engage fans now?
I think so. For myself, and a lot of artists who adopted social media early, we were already sharp on a lot of the ins and outs, while most of the big guys and major label artists were still scrambling to figure out what the hell a tweet was, you know? Social media is not the real world: there is a whole different set of social morals to live by online, and a lot of which are still being written. I think the early adopters have proven to be more nimble in adapting to change, and more innovative when it came to making change in how this relatively new set of tools can be used.
What newer opportunities do you see for independents in hip hop when it comes to marketing their music online?
Rap music is going through a really exciting stratification right now. Rap has replaced rock as the language of pop music, and as you see rap coming out of all these strange places and faces, it is producing an infinite amount of sub-genres within the framework of “rap”. From a creative standpoint, I think this is astoundingly exciting. Thankfully, we live in a technological environment that allows artists to use the pinpoint marketing power of social media to find fans for their version of rap, no matter what obscure sub-genre of a sub-genre they occupy. And as the technology grows and improves, our power in that realm will only grow and improve as well. It is in exciting time for democratization of the business of art.
What’s in store for Astronautalis in 2015?
Well, I finished a new record (shopping that to labels now). I am re-releasing my entire back catalogue of rarities (about 8 EPs or so?) in the coming weeks. I have been working on a performance art piece with some British artists at the Victoria & Albert Museum in London. Starting on a couple of rad musical side projects. Sketching some ground plans for a top-secret non-musical project this summer. Touring a bunch in the states and Europe. And hopefully riding the hell out of my motorcycles as soon as the snow thaws…if not sooner.