Business News Digital Labels & Publishers
By Andy Malt | Posted on Tuesday, October 5, 2021
Warner Music has teamed up with the âinnovative text messaging platformâ community, with âselectedâ artists signed to the major label ready to use it to promote their stuff.
What is the Community doing so innovative? Well get this, it lets you text people. Is not it? It’s basically like an email distribution list system, except for text messages.
People can sign up to receive text messages from any artist or celebrity who sends them. They can even respond by text message, hinting that the promoting artist will start chatting with some people personally. For artists and their teams, the selling point is that unlike social media, when you’re texting your fans, there’s no pesky algorithm in your way.
So, in short, some musicians are going to be assigned things called phone numbers, and then whoever is doing their marketing will have one more thing to watch out for.
âThe community model helps us reduce noise and gives us an authentic, personal and unique way to reach superfans,â says Scott Cherkin, SVP Global Audience Strategy in Warner’s WEA Services Division.
âThe hotline helps our artists get to know their fans better,â he continues, âand opens up opportunities for them to plug in their priorities – whether it’s merch, concert tickets or a new single – knowing that they have a committed and eager audience engagement at the reception. Some artists are already promoting their numbers at shows with great reception and we are delighted to offer Community to even more artists in the Warner Music family “.
Taking new assurances, David Ross, SVP Growth, Partnerships And Revenue at Community, adds, âOur partnership with Warner Music opens up additional opportunities for artists to conduct large-scale engaging conversations with their fans. Closer ties with fans ultimately translate into increased sales, greater consumption of content, greater affinity with artists, and additional opportunities for Warner Music’s roster and brands â.
Sure. Isn’t that what Twitter was originally designed for, before they realized there was no money in it and decided to monetize the downfall of the company instead? Good time.