[S2 E10] It Doesn’t Pay to be an A**hole

Hard rock band Halestorm won a Grammy Award in 2013 and is about to release its fourth album in nine years on Atlantic Records. Lead singer Lzzy Hale is one of the most popular and likeable frontwomen (or men) on social media, where she is pretty much ever-present on Twitter and Instagram. But does popularity pay?

I caught up with Lzzy and guitarist Joe Hottinger (who, incidentally, are two of the nicest people you could wish to meet) on a recent media trip to London to promote their new record. In this special episode of the Digital Download podcast, I chat to them about the band’s very personal use of social media, the bond they have with fans, how their fans inspire their music, and ultimately how social media helps them to sell records and concert tickets. We also talk about dealing with trolls and even death threats, and about how to keep pushing yourself to achieve bigger and better things. There’s a lot that marketers can learn about relationship building in this episode from the way Halestorm goes about things.

Here’s what is discussed in this episode:

  • Why the band believes having a personal presence on social media is more authentic
  • How a supportive community has developed around Lzzy independent of her input
  • How social media has helped the band sell themselves as artists and benefited them
  • How fans have come to feel a common bond with band members as human beings
  • Why engaging with people on social media creates a personal connection with the band
  • The evidence that being personally active on social media helps to sell records and concert tickets
  • How Lzzy gains creative inspiration from conversations she has with fans online
  • How band members balance the responsibility of being public role models with being authentic
  • Why the band doesn’t view Likes as currency but uses social media as a mouthpiece
  • How Lzzy deals with trolls and death threats
  • How Lzzy tries to encourage positivity through social media
  • How Halestorm’s music has developed over the last few years
  • Why the band believes there is always something to fight for despite its success to date
  • How being pulled out of their comfort zone on the last record was the best thing to happen to them


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