Musicians are constantly looking for new ways to connect with their fans. German artist Paula Hartmann, this challenge became an opportunity. Embracing the innovative approach of two-way SMS communication, Hartmann has found a unique way to connect with her fans for the release of her second album, Kleine Feuer (Little Fires). This direct line of communication not only allows her to share updates and exclusive content but also to engage in meaningful conversations with fans, fostering a deeper sense of community and loyalty.
The Rollout
Paula is no stranger to the social media game as a seasoned musician. She began mobilizing her fans by dropping stories on her IG with the number of her channel 6 weeks prior to the album release. Set in the backdrop of her songwriting, Paula placed the automatic keyword sign-up "Kleine Feuer" so fans could seamlessly sign up and begin engaging with her SMS content. 
Teasers
Again, Paula proved her mastery of promotion by teasing content to her fans in a variety of forms. From audio snippets of unreleased songs to videos of her vinyls coming to life, Paula provided her fans with exclusive access and kept them engaged every step of the launch process. 
She even dropped the titles of all 13 of her new tracks, followed soon after with pre-save links for the full album. 
Pop-Up Events
And she didn't stop there.
She texted out the location of her pop-up Amazon store for fans to visit and drum up noise for her album release. SMS exclusive only!
The Countdown
Who doesn't love a countdown?
The week of her album launch, Paula released countdown videos AND gave fans insider info to a secret show the night before the album dropped. All this and the album hadn't even been released yet.
The Album Drop
Finally, Little Fires dropped on March 7th.
Paula dropped her second studio album on March 7th, marking the end of 6 weeks of dedicated promotion from her and her team. She closed out this cycle by thanking fans for downloading the album and directing them to a specific pop-up store in Berlin where they could buy limited edition merch.
TL;DR
SMS is an effective and accessible communication tool that bypasses the algorithms of social media, guaranteeing that your fans always receive your updates.
Here are a few key takeaways that can really set you up for success!
- Plan a thoughtful SMS launch: deciding on key benchmark dates to promote and drop new content will help structure your launch
- Promote authentically: whether it's a video teaser on socials or a voice note directly to the fans, promote however feels most authentic to the artist
- Tease your audience: fans love easter eggs so any new music, videos, or merch drops will keep your audience hungry for more
- Provide exclusive access: everyone wants to feel like a VIP and your fans always will when you give them access to unreleased music, early pre-sales, and more!
- Stay top of mind: consistent interaction and texting will keep your fans engaged and allow you to activate your fanbase around big events
Whether you're launching an album, promoting a pop-up event, selling tickets for your next tour, or simply looking to connect with fans on a more personal level, Subtext has got you covered. If you're interested in learning more, schedule a demo today.