Miley Cyrus Utilizes SMS to Drive Fan Engagement Around New Music

New year, new Miley. Miley Cyrus came in like a 'wrecking ball' to kick off the 2023 calendar year. With the upcoming release of her new single, 'Flowers', keeping her diehard fans up-to-date on all things Miley was crucial.

In this post, we'll go over the different ways Miley utilized Subtext to promote new music and send her fans a few surprises along the way.

Drive Tune-in to NBC's Miley's New Year's Eve Party 

What's a ball drop without the pre-drop festivities? Her team sent a text reminding fans to tune into Miley's New Years Eve Party hosted by Miley Cyrus and Dolly Parton. This helped draw in fans to watch her rock that stage and tease that new music was coming soon.

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Encourage Spotify and Apple Music Pre-saves 

With the New Year's festivities behind her, it was time to announce her new single. 'Flowers' is the first song from her highly anticipated eighth studio album, Endless Summer Vacation. The team used SMS to get ahead of those streaming numbers and help build momentum around the single before its release on January 13. Miley's biggest fans got the tip via text on January 1, a full 4 days before she tweeted the same thing to her 46M followers. 

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Drive Engagement and Viral Social Sharing 

What better way to start the new year than having Miley impart some wisdom on her fans? Miley's team shared a link to create personalized shareable assets with lyrics to her up-coming single encouraging fans to download and share.

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Monetization and Merch Sales 

In addition to exclusive early access to her new single and a special sneak peek at her upcoming music video, Miley also gave her text subscribers the chance to pre-order her limited edition album vinyl.

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Tease New Music Video and Single Release Time 

With her single release coming up fast, her team wanted to make sure her fans knew exactly when to expect it to go live. Using SMS, they easily shared a schedule breakdown between timezones so her fans can mark their calendars and be the first to hear her new single.

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.....3, 2, 1! 

As if her fans didn't already set their notification alarms, Miley's team sent a text the moment her single and music video went live, guaranteeing Miley's  superfans were instantly notified of the release. Check it out here.

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Key Takeaways

With 95%+ open rate, SMS is the number one tool artists and creators should be using for direct access to their fans. 

  • Promote events in real time - SMS is an effective tool to help drive engagement and send reminders to your super-fans to tune into a live event.
  • Build momentum - Build anticipation and promote engagement with fans by sharing links and media surrounding the launch of your next album, single or music video.
  • Share your schedule - Tour dates and locations are easily shared through a personal and digestible medium.
  • Sell your merchandise - Give your SMS fans exclusive early access to purchase your limited edition merchandise.

    Artists from all three major labels are switching over to SMS to connect directly with their fans. If you'd like to get started on setting up a campaign like Miley's, we can help! Reach out here.
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