Emm Gryner: Insiders Club

The Client

Emm Gryner is a multiple time Juno nominated singer-songwriter. She has performed with David Bowie and received praise from U2’s Bono, the latter stating he wished he had written her song “Almighty Love”. Her associated acts are impressive including Trent Severn, David Bowie, Hot One, The Cake Sale and Lawrence Gowan.

The Problem

As a professional artist and performer, it’s important for Emm to connect with and grow her audience. MoonSoar worked with Emm to develop a premium paid membership section for her core base to subscribe and receive early and exclusive content. This new source of revenue from patrons would help support Emm and her pursuit of making beautiful music.

The Process

Working with a professional artist comes with a unique set of opportunities. Aesthetics and imagery of their personal brand is core to the artist’s identity.

MoonSoar Services had previously worked with the client to maintain her website, create a standalone site for one of her concept albums, and to create concert posters, so were familiar with the client’s needs when she approached us to discuss creating a membership site. Our initial research on this project was to help us determine what membership management would work best with the client’s website platform (Squarespace). Once we had determined this, we worked with the client to determine what would be offered to in the protected membership site – based on what her fans most wanted and what she had the ability to create and provide on a fairly consistent basis – and what price point would be charged.

We determined that the most desired content included: rare tracks, video diaries, and updates directly from the artist.

After exploration, it was decided to use payment terms of $9.99/month for access to this exclusive content. We were able to quickly implement this on the client’s current website, tie it to her existing mailing list, allowing her to better stay in touch with her fans and provide the additional revenue stream. Dozens of new subscribers were quickly added, and the number has remained stable since launch. The site also continues to facilitate the sale of albums and merchandise.

The Results

The new membership portion of Emm’s website was aligned to her personal sensibilities and was created in such a way she has full freedom to make updates, post blog entries, communicate performance dates and enter premium content. Her new and modern website also boasts a new paid subscriber base who enjoy the benefits of being a member.