Business News Digital Labels & Publishers

Warner partners with SMS mailing list service Community

By | Published on Tuesday 5 October 2021

Warner Music

Warner Music has partnered with “innovative text messaging platform” Community, with “select” artists signed to the major label set to use it to promote their stuff.

What does Community do that is so innovative? Well, get this, it allows you to send text messages to people. I know, right? It’s basically like an email mailing list system, except with text messages.

People can sign up to receive texts from whichever artists or celebrities are sending them. They can even text back, with hints that the artist doing the promoting will start personally chatting with some people. For the artists and their teams, the sell is that, unlike social media, when you’re texting with your fans there is no pesky algorithm getting in the way.

So, long story short, some musicians are going to be assigned things called phone numbers, and then whoever does their marketing will have yet another thing to stay on top of.

“Community’s model helps us cut through the noise and gives us an authentic, personal, and unique way to reach the superfans”, claims Scott Cherkin, SVP Global Audience Strategy at Warner’s services division WEA.

“The direct line helps our artists get to know their fans better”, he goes on, “and opens up opportunities for them to plug their priorities – whether it be merch, concert tickets or a new single – knowing they have an engaged and eager audience on the receiving end. Some artists are already promoting their numbers at shows to really great reception and we’re excited to offer Community to even more artists in the Warner Music family”.

Making further assurances, David Ross, SVP Growth, Partnerships And Revenue at Community, adds: “Our partnership with Warner Music unlocks additional opportunities for artists to drive engaging conversations at scale with their fans. Deeper connections with fans ultimately results in increased sales, greater content consumption, deeper artist affinity and additional opportunities for Warner Music’s roster and brands”.

Sure. Isn’t this what Twitter was originally designed to do, before they realised there was no money in it and decided to monetise the downfall of society instead? Good times.