In a time dominated by streaming and social media, musicians constantly seek innovative ways to connect with their fans and build anticipation for new releases. One creative approach that has gained traction is using hotlines that fans can call to get a preview of upcoming music. We've seen musicians like Maggie Rogers, Maren Morris, and Nessa Barrett see great success utilizing Subtext's audio features to drive excitement around new projects. This old-school method, combined with modern technology offers a unique and engaging experience for fans, setting the stage for an intriguing blend of nostalgia and novelty.
Going Solo
After her success as part of the music group Little Mix, artist Perrie Edwards, now known as Perrie went solo earlier this year. Her initial single, “Forget About Us” peaked at number 10 in the UK. Ahead of her debut performance this month at Capital's Summertime Ball in London, she launched the No Tears Hotline, promoting the Hotline on Instagram, where fans could call in and listen to a preview of her second single, yet to be named. Days later, the artist announced the name of the song and its release date, June 21st, on TikTok with yet another sample of the soon-to-be hit.
The Hotline
Subtext's audio feature allows artists like Perrie to connect with her fans to drive engagement across social media. Fans can call the hotline and listen to a preview of the new single "Tears", leave a voicemail for the artist, and listen to two different playlists inspired by whether you’ve moved on or still care.
Reactions
Immediately after promoting the hotline across social, Perrie saw a flurry of calls. Her fans responded in droves across Instagram, X, TikTok, and more praising the promotion with comments like "this is such a cute promo idea 🥹 the snippet sounds so good oh my god".
The media coverage was also quick and compelling. Capital FM (the UK's #1 hit music station) created an Instagram reel of them calling the hotline and rocking out to the preview. Fans were excited about the release of the full single on June 21st.
Fans were excited about the release of the full single on June 21st. Social media is flooded with praise, as her powerful vocals and emotional lyrics have struck a chord with listeners, making the song an instant favorite.
While there’s still no official release date for the first album, fans are already generating buzz around her performance at the Summertime Ball, the hype for the album, and hope for a tour announcement.
Using a hotline to preview new music is a brilliant strategy that combines the personal touch of old-school fan engagement with the viral potential of modern social media. It offers a unique and intimate experience for fans, generates organic buzz, and creates a direct line of communication between artists and their audiences. In an industry where standing out is key, this creative approach can significantly enhance fan engagement and anticipation for new releases.
Learn how you can use Subtext to create fun, unique experiences that generate buzz for your audiences by booking a demo with our team.