Building a Stronger Fan Base: Why Bands Should Prioritize Websites and Email Lists Over Streaming Revenue

I’ve been part of building up Tonight’s Sunshine and if there’s one thing I’ve learned, it’s this: if you’re only focused on Spotify streams, you’re leaving a ton of opportunity on the table.

Streaming has its perks—don’t get me wrong. We’ve had songs featured on playlists and seen spikes in listeners, but the truth is, it doesn’t always translate into long-term support or income. What has made a difference? Having a solid website and growing our email list.

Pre-Website Planning

You Own the Relationship, Not an Algorithm

Streaming platforms are great for exposure—but they’re not built to help you own your audience. You don’t get access to fan emails. You don’t get to control how your music is presented. And if the algorithm doesn’t favor your latest track, it might never reach the people who would actually love it.

With a website, you can create your own space. You choose the look, the vibe, the message. For Tonight’s Sunshine, we’ve used our site to highlight our mission, post show dates, and share blog updates. It’s where we send people when we want them to really connect with who we are—not just what we sound like.

Email = Direct Line to Your Fans

I’ll be honest—email marketing felt old school to me at first. But after sending our first few newsletters for Tonight's Sunshine, we saw immediate results. People replied. They showed up to shows. They bought merch.

Unlike social media, where you’re at the mercy of an algorithm, emails actually get delivered. And if your message is valuable or personal, your fans will open it.

We’ve used our email list to:

• Announce releases

• Share behind-the-scenes content

• Promote shows and livestreams

• Launch new merch drops

Every time we send something out, we get replies from people who feel genuinely connected to what we’re doing.

Your Website Is Your Home Base

Social media accounts can get banned. Platforms can shut down. Algorithms change constantly. But your website? That’s yours.

It’s a place where fans can go to see everything in one spot—music, merch, shows, press, blog posts, and more. We added an “impact bio” section for Tonight’s Sunshine because it’s not just about the music—it’s about the people we want to reach.

Having that space has also helped us land press features and showcase our EPK (Electronic Press Kit) to industry folks.

It’s Easier to Monetize Your Music

Here’s the harsh truth: Spotify pays around $0.003 per stream. That means even if you hit 1 million streams, you’re only making about $3,000, and that’s before splits with bandmates, distributors, or labels.

But when we’ve sold merch, tickets, or even hosted donation-based livestreams through our site and email list, we’ve seen much higher returns—with far fewer fans.

You don’t need thousands of people. You need a few hundred true fans who care enough to support you directly.

You Get Better Data—and Better Results

Another underrated benefit of having a website and email list? You get real data.

You can see where your fans are located, what links they click, and what content they actually care about. This helped us decide where to book shows for Tonight’s Sunshine and what kind of merch designs were worth printing.

Knowing who your fans are makes your marketing way more effective—and way less expensive.

You’re Building for the Long Run

Streaming is here one minute, gone the next. One week you’re on a playlist, the next week your numbers drop off.

But with a strong email list and a website that tells your story, you’re building something that lasts. We’ve had fans who’ve followed us for years—not because of an algorithm—but because we kept them in the loop, treated them like insiders, and gave them a reason to stick around.

Final Thoughts

If you’re serious about building a music career that lasts, don’t just chase streams. Build your foundation. Own your fan relationships. Stay in touch with the people who actually care about your art.

Platforms will change, but connection doesn’t go out of style. A well-built website and an engaged email list have been two of the best decisions we’ve made for Tonight’s Sunshine. It’s not flashy—but it works.