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Warner Music has partnered with the SMS Community marketing platform, marking Community’s first deal with a major music company.
The partnership will give select Warner Music artists the power to “text personally with fans” via a 10-digit community number – on exclusive releases, ticket sales, merch, and more, “free,” according to one “Social Algorithm Interference, Spam and Ads” statement.
Founded in 2019 by Matthew Peltier and Josh Rosenheck, the Santa Monica-based community is used by celebrities such as Barack Obama and Ashton Kutcher, as well as a number of superstar artists. It has 28 million members, of which 6 billion messages have been sent through its platform.
The company raised $ 40 million in investment from Salesforce Ventures in April, bringing its total amount raised, since its launch in July 2019, to nearly $ 90 million.
Other community investors include Twilio, Sound Ventures, Live Nation, Sony Innovation Fund, and others.
Warner Music says its artists were early adopters of Community, including Ali Gatie of Warner Records who, according to Warner, “texts regularly with his fans, sends them personal birthday messages and exchanges selfies.”
The Junior Varsity Labelmates have also “” regularly built their presence in the community, “according to Warner, through their AF $ * KING WEEKEND pop-up shows in New York and Los Angeles, to which fans responded exclusively and received location details by texting Junior. University community number.
Community says its average open rates are over 95% within the first three minutes of receiving a text message with an average click-through rate of 59%.
“The community model helps us cut through the noise and gives us an authentic, personal and unique way to reach superfans.”
Scott Cherkin, WEA
Scott Cherkin, SVP, Global Audience Strategy, WEA said, “The community model helps us cut through the noise and gives us an authentic, personal and unique way to reach superfans.
“The hotline helps our artists get to know their fans better and opens up opportunities for them to focus on their priorities – whether it’s merchandise, concert tickets or a new single – knowing that they have an engaged and enthusiastic audience at the reception.
“Some artists are already promoting their numbers at shows with great reception and we are delighted to offer Community to even more artists in the Warner Music family.”
“Our partnership with Warner Music opens up additional opportunities for artists to conduct engaging, large-scale conversations with their fans.”
David Ross, Community
David Ross, SVP, Growth, Partnerships and Revenue, Community, added: “Our partnership with Warner Music opens up additional opportunities for artists to have engaging conversations at scale with their fans.
“Deeper connections with fans ultimately translate into increased sales, greater consumption of content, a deeper affinity with artists, and additional opportunities for the Warner Music roster and brands.”
Last week, Warner Music Group (WMG) and Twitch entered into what the two companies are calling a “first of its kind” partnership – marking the Amazon-owned live streaming platform’s first partnership with a major house of discs.Music trade around the world
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