2 weeks, 50,000 messages, 30x Instagram engagement.
How German superstar Lena redefines community building for artists.
Ask any major, independent label or artist about their top 3 needs right now — I bet you will hear “community building” every single time.
Having a million followers on social media may seem impressive, but it doesn’t necessarily translate into success as an artist. For an artist, success is the ability to turn followers into fans who engage with your content, listen to your music, and attend your concerts.
But in a world dominated by 15 second Tiktok trends and Insta Reels, finding and engaging with your true fans has become an almost impossible yet crucial task for any artist.
A couple of weeks ago, the management team of German superstar Lena (500+ million streams, 5M insta followers) approached us with this very question. Despite them having built one of Germany’s top Instagram accounts with over 5 million followers, they understood that the future will be community driven.
So we sat down and conducted research with 100+ of Lena’s superfans, combined those insights with the latest research on NFT communities and added our own expertise to draw up the following plan for the LENAVERSE:
- Build a community
We unlock fan to fan communication via Discord - Token gate the community with NFTs
Latest research shows that NFT gated communities engage 5x higher compared to social media. Knowing that the typical music fan doesn’t have any NFT exposure prior, fans could claim their NFTs via E-mail and pay with credit card and PayPal. In the end, 99% of the fans didn’t even notice that they were getting their first NFT, but thought this was like a purchase on Zalando. - Gamify the experience (2x higher engagement)
Fans can earn levels based on interaction within the community. Higher levels are entitled to exclusive perks. - Deliver AI driven insights (keep community active)
We provide insights about what fans care and talk about constantly and create new challenges, games, and topics.
Within 48 hours we implemented the above, officially launched THE LENAVERSE and got the following results:
- 50,000 messages within two weeks
- 99.5% of messages were from fans directly
- That’s 3,000% more engagement than Lena’s Instagram page (let me remind you it has 5,000,0000 followers)
Looking back to our initial goal, it is clear that artists can build strong communities with the help of our software. In times where 15 seconds trends dominate our social media behaviour, we built a 3,000% better solution to engage with your true fans.
Lena’s last album was released in 2019. In 2023 and with the help of her community, she is relevant every minute of every single day. We ran the numbers: since we launched Lena’s community, her fans sent a message every 20 seconds of every day.
If you are an artist, manager or affiliated with the creator industry, feel free to contact us here.
