How German rapper Mudi 5x his TikTok reach and 2x his ticket sales in 6 weeks.

After talking to dozens of music executives from majors to indies, here is what I learned: Marketing music & musicians has become insanely tough. With TikTok’s meteoric rise to the top and very little leverage to influence the algorithm — I have heard marketing teams resort to:

• sending an insane amount of newsletters
• hiring social media marketers as artists are tired of doing it (€ 3k)
• investing in gen-z focus groups to improve their Tiktok game (€ 3k)
• paying TikTok agencies and influencers (€ 10k+)
• investing a 6-digit sum into local listening parties

Truth be told none of the above are sustainable.

Mudi, a German rapper, has chosen a different way. Together with his management and us, we built up his superfan community and turned his fans into major stakeholders in his marketing campaign. Here’s how it worked:

1. Superfans join Mudi’s Discord community
2. Superfans gain levels by creating TikToks and IG stories for Mudi’s upcoming tour/single
3. Higher levels entitle fans to special perks like early entrance to the concert

By building a sense of purpose among his fans in live sessions, providing exclusive content and aligning them on a common mission through our levelling system, we could unleash the following:

1. For Mudi’s new single, his superfans created 2.500 Tiktoks which got a whooping 2M views — all within one week and before the release of the actual single. From my experience creating such a marketing campaign would cost somewhere north of 10.000€.
2. To boost ticket sales for the upcoming tour, his superfans created over 200 video trailers from footage of his prior tour, uploaded them to IG and TikTok, added the Eventim link and ultimately boosted Mudi’s ticket sales by 100% every single week afterwards. Mudi’s management now moved some concerts to bigger venues.

Note: Mudi’s community consists of 500 core fans only.

What you just read isn’t just a story of one artist’s success — it’s a blueprint for artists and music managers to start making use of what they have built up over the last years — the strength of the artist’s fanbase. Every artists in the world has superfans; now it is time to unleash them.

To help you unleash this power — we at FUEL have built the software and expertise to fundamentally change the way communities are built. By understanding your audience’s needs and creating a game-like environment that rewards loyal supporters, we proved that 5x your marketing power and 2x your reach is possible within 6 weeks.

For more information, click here.