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From Followers to Reachable Fans: Music & Entertainment
For years, labels built their audience on platforms they didn’t own. Artists had millions of followers on Instagram, but no direct way to reach them when an album dropped or a tour went on sale.
Starting with Thirty Seconds to Mars, then Polydor and Universal Music France, I turned Instagram DMs into the place where fans join the artist’s world: recruit them in conversation, qualify them with consent, then reach them one-to-one for releases, merch and tours.
Today the model runs across major and independent labels in Europe, the US and Latin America, with a 6.7% conversion rate on the audiences captured.
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