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.
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