In this day and age, social networking is one of the primary ways in which an a cappella group can interact with and expand upon its fan base. In this recurring feature, we explore how a group can best use different available technologies to promote itself.
Since the dawn of the Internet age, there may be no more firmly established method of connecting a talent and fans than email lists—mass messages that band or artist sends to an audience to update everyone on upcoming shows, recordings, and so on.
On the surface, an email list is one of the simplest technologies to use, requiring nothing more than the accumulation of addresses and composition of some messages. The game grows more complicated when you consider how long the technology has been available, though, and with that, the level of nuance and number of best practices that have developed.