Warner Music, the renowned global entertainment and record label company based in the United States, has reportedly announced a new partnership with Community, an innovative text messaging marketing platform, marking the latter’s first collaboration with a major music firm.
According to an official statement, the collaboration would entail select Warner Music artists receiving the ability to personally text their fans through a ten-digit Community number; about ticket sales, exclusive releases, merchandises, and more free of ads, social algorithm interface, and spam.
Community, established 2019, by Josh Rosenheck and Matthew Peltier in Santa Monica, is already utilized by renowned celebrities such as Ashton Kutcher and Barack Obama, among a number of other celebrity artists. At present, it has 28 million users and has sent over 6 billion messages on its platform.
Back in April, Salesforce Ventures invested $40 million in the firm, bringing the total funds raised since its inception in July 2019 to over $90 million.
Sound Ventures, Twilio, Sony Innovation Fund, and Live Nation, among others are some of the other investors in Community.
Warner Music claims that its artists were some of the early users of Community, which also includes Ali Gatie from Warner Records, who, as per Warner, texts his admirers on a daily basis, sending fans personal birthday messages and also sharing photos.
According to Warner, Labelmates Junior Varsity have been slowly growing their Community presence as well. Particularly through their A F$*KING WEEKEND pop-up performances in Los Angeles and New York City, to which fans RSVPed exclusively and received event location details by texting the Community number of Junior Varsity.
According to Community, the company’s average text message open rates are up to 95% during the first three minutes of getting a text message, with a 59% average CTR.
Scott Cherkin, Senior Vice President of Global Audience Strategy at WEA, stated that Community's engagement model will help the firm cut through all the noise, providing it a real, unique, and personal way to reach the superfans.