, co-founder and principal of Live Nation’s Maverick management group. He’s betting that texting will allow artists to wrest information about the identities, whereabouts and preferences of their most engaged followers away from Twitter, Facebook’s Instagram, Alphabet, Apple and Spotify, which guard such data closely.
“You may have millions of followers, but you don't know who's in that audience,” Community co-founder and CEOrecently, in his first public interview since closing a $35 million funding round and launching the company in July. “People are starting to wake up to the fact that you may be investing a ton of time and energy and resources into social media, but you don't necessarily have a direct relationship with that audience.
. Even when artists and labels spend six figures on ads to target specific fan bases on social platforms, less than 2% of the targeted fans tend to click through., has been using a similar blueprint since 2016 with limited success, letting customers such as Atlantic Records manage text message conversations from thousands of users.
“A lot of what we do is make sure our ‘Community Leaders’ really think about this relationship differently,” says Peltier. “You can't just market to your fans here, you can't just promote things. You need to really invest in the relationship, and you need to provide value."
Fascinating new trend that actually makes SENSE. Social media holds all your data so why not go right to the source, the fans for all their demographics and trends.
🤷🏾♂️🙄🤷🏾♂️🤔🤦🏽♂️😳🤷🏾♂️🤬🤦🏽♂️🤔🤷🏾♂️😉 Ummm 🤔 maybe because it’s a gimmick to have direct marketing access to their fans! It’s not really their phone 📲 number it’s a smartphone marketing line and soon as I can afford two phones 📞 I’ll be joining the scam myself