Another problem a crowd orientation brings is putting an artist in a weaker bargaining position for their ministry. They are forced to swim with the aggregators. An aggregator is someone or some company or organization that has captured the attention of a group of people. They have aggregated their own individuals into their own crowd. Then, you as an artist must meet the terms of the aggregator in order to get a shot at getting your ministry in front of their crowd. Enter: 'Nate7' to save $10
Some of the most common aggregators are in churches and organizations. They aggregate the crowds you are trying to book a date for. You must go through all the posturing to persuade the gatekeepers of that aggregator to let you in.
You have music distribution aggregators, who have aggregated individuals into a buying crowd. You must pay them to get your music in front of their crowd. Sometimes that turns into a few sales, but for the majority of artists, the response is minimal unless they are doing something to drive traffic there.
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There are advertising mediums that have aggregated crowds of all sizes and will charge you a price fo raccess. Magazines (both physical and digital), websites, and social networks are examples of advertising aggregators. The one thing all aggregators have in common is that each has gathered many
individuals together to make up a unique
crowd, access to which is controlled by them. Perhaps an aggregator understands something about a focus on individuals?
Surviving The Swim
The secret to avoiding that dangerous swim through the aggregators is to become
your own aggregator. You gather your own individuals — one by one. In general, the aggregators tend to do better financially in most situations,than those having to swim with the aggregators. So, becoming an aggregator is a smart move. Eventually, you end up with others wanting to swim in your waters.
Funk Justice: 15 Fixes for Your Ministry Funks
