fred again listening party

There’s a lot of buzz around the latest album from British artist Fred again, and a decent chunk of that buzz is being driven by his thriving fan community on Discord.

The album – ‘Actual Life 3 (January 1 – September 9 2022)’ – came out on 28 October, with a series of in-person listening parties around the world held the day before.

Label Atlantic Records worked with startup Levellr (one of our Music Ally SI:X 2022 finalists) to identify the most engaged fans in Fred again’s Discord, then asked them to host the 18 launch parties across the globe.

The parties gave fans a chance to listen to the album a day early, as well as to meet in person. They were followed by a community Q&A on the Discord the following day.

“This is the power of contemporary digital communities, where fans can come together and collaborate from across the globe, united by a shared passion. They can merge digital into physical in-real life experiences,” said Fiona McAuley, head of audience at Atlantic Records.

Fred again’s Discord currently has just under 11,800 members.

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

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Stuart Dredge

Music Ally's Head of Insight

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