01. Fans to Customers: Music & Entertainment

2022 - Present
Social CRM, D2C Strategy, Fan Relationship, Artist Marketing, Retention

Three majors, one shift: fans stopped being an audience and became a customer base.

For twenty years, the music industry optimised for streams and reach. Labels built stores, lists and fan clubs, but the channel where fans spent most of their attention stayed a broadcast. Millions of likes, comments and replies disappeared into the platform, and each release meant paying again to reach people who had already engaged.

Working with Universal Music, Sony Music, Warner Music and Believe, alongside Live Nation and Paris La Défense Arena, the approach moved social from reach to relationship. Label accounts, artist accounts and owned media were rebuilt around the Instagram DM as a direct channel for launches, merch, ticketing and releases. Every conversation captures a consented contact, qualifies it, and feeds it back into the company's own CRM. The strategic argument was harder than the technical one: asking an industry built on distribution to measure success in customers rather than impressions.

What started as a pilot in one market is now running across several territories in Europe and North America, with the same labels rolling the model out country by country, roster by roster.

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Erwan F. Ferriere Discover Projects Partners

Erwan F. Ferrière

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Erwan F. Ferriere

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