Topspin’s Ian Rogers sat down with Billboard at last week’s Touring Conference in New York City to discuss the ways in which emerging technology is changing the music industry, specifically how artists can market themselves directly to fans.

“Artists are bringing an increasing amount of marketing value,” he said, emphasizing that promoters look to the artists who can personally bring in the most fans when looking to fill their venues. Rogers also touched on the creative ways in which artists are marketing themselves to their fans, citing the example of Odd Future’s carnival as a way to engage with a fan base in a way outside of the standard backstage VIP experience.

“I tell artists, pull out a calendar,” he said. “Do one small thing a week, and one big thing a month.” [Billboard.biz]