Marketing

WMG is first major label to partner with messaging tool Community


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We first wrote about text-marketing startup Community in early 2019, when it emerged as a rival to SuperPhone as a way for artists and celebrities to create SMS-focused communities of fans.

Stars including Eminem have used it since then, and the company raised a $40m funding round in April this year to continue its growth. Now Community has its first wide-ranging deal with a major label: Warner Music Group.

Announced yesterday, the partnership will see WMG setting up its artists with their own Community numbers (which fans can text and receive texts in return from) as a marketing channel that is – and this is quite a spicy sentence for a major label press release – “free of social algorithm interference, spam, and ads”.

The announcement also highlighted Community’s claimed average open rate of 95% within the first three months of fans receiving a text, and a 59% average click-through rate.

Stuart Dredge

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