What Independent Artists Can Learn from March Madness
The goal should be to build a brand rich with core values that draw support regardless of album streams.
Year after year, the NCAA cultivates a sustained interest in college basketball increases revenue and engages fans all over with compelling stories.
An average of 10.5 million viewers watched each 2019 March Madness contest, an increase from 2018’s average of 9.7 million viewers per game. The success of that tournament allowed broadcasters CBS and Turner (TNT, TBS, and truTV) to sell out advertising spots for the later canceled 2020 tournament "in record time.”
So how can independent artists apply the NCAA’s ability to create hype around college basketball each year to their own brand?
INCORPORATING TRADITION
Inclusivity remains the main draw of college sports. There's room for the casual fan and the passionate alum all-in-one. Collegiate athletes eventually graduate and move on, but supporters loyally continue to cheer on the program due to buying into a set of traditions.
Some of the University of North Carolina’s traditions include:
Their mascot, Rameses, roaming the sidelines during home games
Players sliding head-first on the court before game time
Making the color “Carolina Blue” synonymous with UNC, purposely separating itself from other universities with a blue and white color scheme
As an indie artist, you should think about what people will be able to identify you for. Consider introducing some sort of tradition every time you interact directly with supporters online through media like Instagram Live. Think of a creative name for your supporters to make them feel appreciated and thought of, such as Megan Thee Stallion dubbing her superfans as “hotties.” The goal should be to build a brand rich with core values that draw support regardless of album streams.
CAPITALIZING ON A MOMENT
The NCAA has mastered the art of stitching brands into its fabric. According to a 2019 TV [R] EV report, last year’s edition of the NCAA Division I Men’s Basketball Tournament amassed nearly 24.2 billion social media impressions.
Capital One is an “NCAA Official Corporate Champion,” a title reserved for the NCAA’s largest partners. In turn, Capital One’s name is plastered yearlong across items like the association’s Official Bracket Challenge, while other partners find value in more subtle ways.
As you generate more engagement, begin to look at each platform you utilize as a point of entry for revenue. Your social media platforms, visuals, website, and even your lyrics could be entry points for companies and brands to pay you to incorporate them into your channel.
TELLING A STORY
Small-sized schools knocking off wealthy “bluebloods” (highly successful programs i.e. Duke and Kansas) form the backbone of March Madness. Think back to Loyola University-Chicago’s landmark run to the Final Four in 2018. Sister Jean Dolores Schmidt, then a 98-year-old nun and team chaplain for the LUC Ramblers, became a national darling. The official March Madness socials aggressively posted Jean several times during the tournament.
Though the Ramblers lost their Final Four game to Michigan, the university’s semifinal game outdrew the other Final Four matchup (a heavyweight battle between eventual champion Villanova and Kansas). In the end, Loyola-Chicago became 2018’s Cinderella story, garnering national attention and pushed many spectators to become fans of the tournament’s underdog.
DaBaby regularly uses YouTube to upload vlogs that give fans an inside look into his daily life. Platforms like YouTube, TikTok, and Twitch provide powerful opportunities to promote both your music and your personality.
A massive benefit of independent artistry lies within the ability to tell your story and promote yourself in a manner you see fit. Who are you? What do you enjoy outside of music? Why should people become fans of your music and you as an individual? You should first solidify a compelling and relatable narrative, then utilize press and popular social media outlets to amplify that story.