by Cristy
May 24, 2001

I was recently informed that Score! Music is one of several 'target websites' for a street team campaign. My reaction to this news is rather mixed: on one count, I'm flattered that we're worth the time and effort, and considered a valuable promotional tool. On the other hand, this particular band gets more than enough coverage in our pages, and I wonder just how well-thought out this 'campaign' is.

Under the best of circumstances, a street team will be comprised of enthusiastic, personable individuals who will selflessly promote their favorite artist in innovative and eyecatching ways. Optimally, they will join a street team to continue the work they were basically already doing, but within some structure and defined goals. Their intent is purely to assist their favorite artist in obtaining some measure of success, and sharing what they believe to be incredible music with the rest of the world.

Unfortunately, not all who join a street team are so intrinsically motivated. Many are focused on free tickets, backstage passes and the opportunity to be near the artists themselves. Their motivation is purely extrinsic. They will use the mantle of their membership to place themselves above other fans, and consider themselves deserving of special treatment. They will alienate other fringe fans with their egos and eventually harm the artist him/herself.

It is important to keep in mind that street teams are made up of volunteers, and therefore difficult to control. This is multiplied exponentially when the members reside in different states, and the only means of communication is email or chat programs. A good leader is crucial, one who will set solid guidelines and exhibit unwavering modeling. Common sense will tell you that a figurehead who flaunts his association with the artist or takes advantage of his position will set the standard for the rest of the team. The project is doomed to eventual failure. The only question is how many legitimate fans will it cost the artist in the fallout.

The Internet has become an effective and cheap method of disseminating news and music, but its inherent ease of use makes it extremely vulnerable to abuse as well. The basic rule of thumb in sales of any kind is not preaching to the converted or convincing the opposition, but locating those in the middle. It is that segment of the population that will be suseptible to a well timed suggestion. There is a fine line between shameless promoting and simply annoying the hell out of people. A proficient street team will accomplish the former as opposed to the latter.