Angel Fans

After months of generating pull through the channel, “Dream On” went on the Cashbox singles chart in October 1973, reaching number 43 during an 11 week run. The album finally got on the charts months after its release, but it only climbed to number 166. Though disappointing for the ambitious Tyler and Perry, it was a moral victory for the group-one which would tell Columbia and the industry that Aerosmith had created brand recognition and band loyalty with its rock and roll genre of grassroots marketing.

Courting Angel Fans Even though the early days were tough for the group, Aerosmith began developing one of its most important assets-angel fans, a term we use to describe fans who discover bands and brands before they become stars. Similar to angel investors who discover fledgling entrepreneurial ventures and swoop in with funds to help them grow and become viable market players, angel fans invest time and money by following a band from venue to venue, forging an emotional bond with the group.

Ultimately, they have an altruistic interest in its success, recognizing that although they may not be able to become rock stars, they can be involved with someone who can.

Angel fans enthusiastically cheer on their favorite bands from obscurity to fame, giving them the chance to tell their once skeptical friends “I told you so” and boast, “I first saw them when they couldn’t sell out Ben’s Bar and Bowl O Rama.” It is similar to how people like to talk about the stock they bought for $2 and sold for $65, giving them bragging rights on picking a winner early in the game. It’s the equivalent of following a high school star through the ranks of professional ball in sports. For consumers, it may be discovering a littleknown brand, buying from a store before others even know it exists, or pioneering a new way of shopping. The rewards for the faithful include being the first to experience or own something and capturing a reputation for being ahead of their time.