FEATURE

Artists Doing Discord Right

Discord is becoming an increasingly popular platform amongst music fans and artists alike.

The instant messaging platform allows communities to connect through voice and video calls, text messages, as well as media and file sharing.

For many artists, platforms like Discord provide an opportunity to free themselves from the sway of other tech giants’ algorithms. Within their servers, they’re able to cultivate their own communities.

Discord’s capabilities make it the ideal platform for fans to connect with the artists they love and fellow fans. Today, we’re looking at the artists who are getting Discord right.

FKA Twigs

On her “Twigscord” server, FKA Twigs has been known to engage with her fans directly and effectively.

On her birthday (January 16) she used a series of posts on the server to share that she’d be releasing new music this year. She shared in-studio images and some details about her plans to release an album, and her relocation to Prague that has inspired it.

By reaching out on her own special day, and sharing some information about her move, FKA Twigs' posts allow fans to connect with her on a personal level, making the engagement all the more meaningful.

This isn’t the first time FKA Twigs has used Discord to reach her fans. In previous years, she’s answered their questions and teased upcoming releases on “Twigscord”.

Fred again..

There’s no denying that there’s an expansive online community surrounding producer Fred again... In 2023, we saw the buzz around all things Fred again.. - from his intimate secret shows to festival sets.

In September, Fred again.. reserved 1000 tickets for his London’s Alexandra Palace show that could only be purchased by members of the “Fred-again” server.

In August, when fans were concerned that they wouldn’t make it to his Lollapalooza after party, Fred Again.. and his team arranged for 50 fans to be added to the guest list, just an hour before the show.

With help from Leveller, Fred Again.. and his team also created small dedicated spaces on Discord for his live shows where fans could interact.

Before the release of his “Actual Life 3” album, Fred again.. even opened up a vote to fans, using their opinions on his ideas to shape the album’s tracks.

Often, we see artists disappear during the record creation process, only reappearing once they have music to share or announce. Fred again..’s approach instead has involved fans in his artistic process.

With significant perks, artist-to-fan and fan-to-fan reaction, Fred Again..‘s Discord is a highly rewarding place to be for his fans.

Glass Animals

During promotion of their “Dreamland” album, Glass Animals made great use of their server.

On one occasion, the band ran a trivia contest for fans, the winners went into the running to play Jackbox Games with frontman Dave Bayley. Those who were selected were also able to speak to Bayley while they played together - quite a step up from the average Q&A!

We hope to see plenty more artists capturing our attention, and the attention of their fans via Discord - for many, it’s an overlooked tool that could take their marketing activities to the next level.

^{Written by Olivia Gliku}

NEWS

The Headlines

Doja Cat's Virtual Concert

Meta recently launched "Doja Cat: The Scarlet Tour in VR" in the Meta ‘Music Valley Concert Series’, offering Quest headset owners a free, immersive concert experience.

This VR event, capturing a sold-out Detroit show, featured Doja Cat's hit songs with elaborate stage effects, setting a new standard for virtual concerts. Fans enjoyed a front-row experience, with replays available for a limited period.

Other artists taking part in Meta’s ‘Music Valley Concert Series’ include Alison Wonderland, Jung Kook, Jorja Smith, Tyler Childers, and many more

💡Insight - Meta's strategy is smart and straightforward: leverage high-profile talent to boost Quest Headset sales. It's a tactic reminiscent of Apple Music's move to snag top-tier radio hosts and Spotify's hefty investments in popular podcasters. - NL

Spotify Hints at Exclusive Superfan Clubs

Spotify is potentially set to revolutionise its platform with the introduction of "superfan clubs," a move hinted at in a recent blog post.

This development is part of broader changes spurred by the European Union's Digital Markets Act, which from March 7 will allow iPhone users in the EU to make purchases directly within apps, circumventing Apple's traditional 30% fee.

The legislation aims to dismantle the monopolistic control exerted by tech giants, offering a more direct and enriched interaction between creators and their audience.

Spotify's initiative aligns with a growing industry trend focusing on enhancing the artist-fan relationship. Additionally, the update will facilitate the direct sale of audiobooks and other premium content, potentially opening new revenue streams for artists.

💡Insight - This is exactly what the industry's been clamouring for from Spotify. In-app ticket sales, merch, fan subscriptions – the possibilities are endless. Watch this closely. - NL

Linktree Innovates with New User Features

Linktree, the popular link-in-bio platform, has unveiled a suite of new features aimed at enhancing user experience.

Among the updates, users can now enjoy the convenience of scheduling links to appear on their page at a predetermined time and date, catering to various time zones.

Additionally, an archiving option has been introduced, allowing for the preservation of link statistics without the need to delete them. Pro users will benefit from an automatic update feature that fetches the latest videos from platforms such as TikTok, Twitch, YouTube, and Facebook.

💡Insight - It’s always a pleasure reading about Linktree’s ongoing evolution. Great work Linktree. - NL

FAST FACTS

Impress Your Boss with This Fast Fact

👉 Ticket sales for the Coachella Festival have hit a 10-year low.

Amid a shortage of festival headliners, rising touring costs, and evolving consumer preferences, even the most prominent festival brands are navigating through unfamiliar territory. (Link)

KEY FINDINGS

Our Top Picks This Week

• Festival organisers sound alarm as big-name artists shun their events (Link)

• Taylor-made deals: how artists are following Swift’s rights example (Link)

• The Year of the Underwhelming Festival Headliner (Link)

• TikTok’s fallout with Universal Music Group is ruining viral trends and thirsty fancams (Link)

• Is A.I. the Death of I.P.? (Link)

• I Found the Perfect Replacement for Twitter. It’s LinkedIn (Link)