Ano hi no shoujo no yume

Before I begin I must point out that these are my opinions and theories. I have no idea how JO’s communication and management is being organized right now, I’m just making assumptions based on my perception as a fan 🤷‍♀️

(also I’m a communication graduate but my studies and current job cover this sector only tangentially so I may not know how some/most of this works…)

Let’s start with comparing last year’s situation to the current one: one year ago the boys were riding high on the wave of enthusiasm, having had a successful ESC (despite the ending placement) and having gained a lot of attention as fan favorite competitors ✨

A very high % of the growing fanbase, esp the international one, was coming directly or tangentially through ESC and how do you maintain that attention once the contest is over? you increase your social media presence and you start planning international concerts. which they did!

This constant exposure to content made the fandom flourish: we were all witnessing how easily people from everywhere could join and already feel at the very center of attention, both because JO’s communication was being very active and successful and also thanks to fanmade organizations like JokerOutSubs, group chats, old time Slovenian fans sharing juicy pre-ESC content, etc. I'll be grateful forever

We had a past year that could be divided into 2 halves in terms of communication: it all went extremely well until more or less the end of 2023 (last tour dates in Spain) and then started gradually becoming very odd and chaotic all through 2024 until last month’s complete draught

We know that they mostly tend to manage their online presence on their own, so ofc during breaks and during very busy times is harder for them to find good content to share. They had also been very clear about needing time off their phones all through the London era and the album recording in Hamburg, so that didn’t come as a surprise for fans 🤷‍♀️

But having very sensible, personal reasons to quit/decrease social media presence has unfortunately no meaning in communication, where the laws are very simple: once you stop sharing, you stop existing

I don’t want to criticize their choices, because they are entitled to their privacy and offline time. I’m just pointing out that this very long, hiccup-y period probably could have been avoided with better management and with the presence of a smm/pre-planned sm communication 🙃

It also unfortunately happened concurrently to the new ESC season, which was bound to “organically” erode part of the fandom anyway, and to an EU tour that, although successful, has still highlighted a lazy/bad management and yet again a communication that made little to no sense at times (es. the whole campaign that subtly asked people to go to more than one concert, which clearly made fans with less financial and logistical possibilities feel ‘lacking’ and ‘inferior’) 🙄

In their defense, the tour was to establish a fanbase more than gaining more fans and exposure, so pushing for getting more of a loyal than an occasional fanbase wasn’t completely wrong an idea… it just backfired

And it did because the greatest part of their international fanbase is made of very young people who aren’t financially independent and whose interests are bound to be fleeting and shifting ESPECIALLY when they aren’t constantly met with content production/consumption

Let’s also not forget that having completely shifted their attention to international waters at the expense of the Slovenian/regional fanbase has been very risky. We still can’t tell if the gamble was successful or not

It’s never a good idea to ignore/neglect your hardcore supporters, the very people that helped you raise to your current standards. it’s true they are the most loyal, but they are also very easily the ones that could feel more betrayed

I also think it’s very risky trying to shift the fans’ content consumption out of social media and into a (controlled, easier to manage, ofc) site like Openstage for two main reasons: as said before, complete disappearance from socials means communicational suicide and until now, the “dedicated content” directed toward fans on the site has been… too bland and generic (sorry)(they can learn how to improve that)

Openstage has other very interesting uses tho, firstly the early access to ticket sales and secondly the tracking of international fan presence, which was pretty clearly the main goal and reason why they opened the site in the first place... so it’s not ex ante a bad communication choice, just (until now) one that has yet to show its potential and usefulness

So what now? I think it’s time they make a few considerations and sensible choices to maintain what’s currently the status quo and in order to tackle festival season in the best way

They need to keep their international presence by opening their fanbase to a new kind of fans: festivals bring exposure to bands from a very specific type of fanbase, more interested in music than in contents. If they manage to capture the interest of Sziget people, for example, they could gather a new type of international fanbase less interested in the “social media” content consumption and more in the “I wanna see these guys play again, somewhere else, maybe a show of their own” way

(which, to be completely fair, could be the best choice to cure their current crazy/shifting/confusing fanbase state, giving them more peace of mind, more privacy and a more “normal” rock band experience than the one they had in the past year… that we can all agree has been pretty bad at times)

I personally think this summer season must go in the quantity direction (gaining more new fans) and at the same time in the quality direction (less shows, bigger stages) and this is why some of you are disappointed in seeing so little shows compared to last year or to the SYS tour... I get it

Many of us, me included, won’t be seeing JO live for the whole summer season, and I’m aware that is disappointing, but I hope this analysis has helped you put things into perspective and consider maybe one of the possible reasons why this next phase for Joker Out is being organized this way

I’m still hoping they’ll find a good compromise with their social media communication, because right now I really feel that being the main issue with the gradual but constant drop in traction (please boys hire a smm. i adore jan’s sad edits and the unhinged video and stories like the next person but serious work has to be done too)