Warner Music - Transforming Followers into Fans

From TikTok Followers to True Fans

Warner Music Group wanted to partner with an insights and strategy studio to create growth strategies for their emerging artists.

Challenge

BENNETT, the breakout techno star of the year, had built a strong following on TikTok and gained significant recognition across Europe and beyond. He effortlessly blended Classic and French Techno, to the point that many assumed he was French himself.

However, his meteoric rise left a gap between perception and identity. While he had amassed a large number of followers, they were not yet engaged, loyal fans. To achieve long-term, sustainable success, we needed to tap into the real BENNETT and unlock the full potential of his music and brand.

Solution

To bridge the gap, we focused on transforming passive listeners into an engaged fandom by:

• Identifying 1M "Beat Seekers" across Europe who were primed for a new favorite EDM artist.

• Crafting a sharp, distinct artist proposition that positioned BENNETT as a defining force in the techno scene.

• Developing a bold activation strategy that connected his audience to his story, sound, and long-term artistic vision.

Impact

• 1M Beat Seekers engaged.

• 3M EDM Explorers activated across Europe.

• 7M EDM Explorers reached, including the USA.

• 20M Vibers influenced through targeted brand-building efforts.

By shifting from passive engagement to deep fandom, BENNETT is now positioned for sustained growth on bigger stages, with an audience that connects with him beyond the music.