Artists are starting to face a lot of the same questions brands are. Where are your fans spending their time? How do you show up there without forcing it? And what can you give them value that goes beyond just another piece of content?
Nic sat down with Connor Hachey, SVP of Global Digital Strategy at Virgin Music Group, and got into how his team is figuring that out across gaming and immersive experiences.
There are some great examples in this one. Joji turned an album release into a robot cage fight. ZEROBASEONE went into Rec Room, interacted with fans and drove more than 15,000 new U.S. Spotify followers. And sometimes Virgin finds the opportunity by looking at what fans are already making around an artist on platforms like Roblox.
Check out Connor’s point about experimentation. There isn't always a benchmark for this stuff. Sometimes you have to understand the artist, understand the audience and take the swing.
Because the platforms will keep changing. The harder question is knowing where your audience is going next and what they’ll want from you when they get there.
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