Kevin Kiernan of rGenerator, a direct to fan agency with clients that include Sony Music, reminds that email provides better analytics and the artist owns the data. Nor do they have to pay Facebook or anyone else for positioning. Most importanly, email is more likely to lead to a transaction. Where as social media is more about quick burts of info.
“We don’t count on Facebook and Twitter to create commerce”, says Kiernan. “But rather to drive people into the funnel, ultimately to drive them to email. People still trust email for hearing about and doing business. They use the other channels for community, but when it comes to buying things they want a little more focus, and you get that from email”.
Here his entire talk at the UK's Great Escape via CMU on Soundcloud here.