You don’t have to be a big Electronic Dance Music (EDM) fan to have noticed one DJ’s name popping up on our screens again and again and again….and that name of course, is Fred again. But whilst we at ActionRocket can appreciate a good tune, it’s not Fred again’s chart-topping bangers that we’ve been dissecting recently, but instead, his relevant, authentic and highly successful multi-channel marketing strategy. 

Whilst sporadic Instagram posts from your favourite artist might not feel like marketing, it absolutely, definitely is. Because names like Fred again have a personal brand to uphold that, just like any business, relies on human connection to stay relevant and ahead of the competition. So how exactly does this Grammy award-winner nail his multi-channel marketing and what can we, as brands, learn from it? Let’s take a look!

#1 Social media

Fred again’s Instagram page is nothing fancy. You’ll find no shameless self-promotion but instead, a series of ‘day in the life’ posts that help him connect with his 2.5M followers. The page also acts as a news bulletin. In March of this year, for example, Fred again announced his string of Australian tour dates just a week in advance, by posting details in a screenshot on Instagram. In creating one centralised hub of information, following Fred again’s social profiles becomes invaluable to anyone who is even slightly interested in catching one of his sold-out performances.

#2 YouTube

With the increasing popularity of video content amongst consumers, YouTube can be a powerful tool for those who use it well. Of course, Fred again falls into this category, using it for collaboration, entertainment and a means to document his life further. It was one collaboration, shared on YouTube which arguably projected Fred again into his current fame with his 2022 Boiler Room set receiving over 32M views. Additionally, Fred again uses YouTube to release music videos for new tracks. These releases, much like those of his music, are often irregular and sporadic, not following a strict schedule which many say is an intentional way of reflecting the nature of how people listen to music.

#3 In-person

In our current digital age, it’s easy to forget the irreplicable impact of in-person events. Two days before the release of his 2022 album Actual Life 3, Fred again announced a bike ride through London, with attendees getting an exclusive first listen of his album. Hundreds of people turned up for the event which in turn was a huge success. Real life, human interaction with an artist rarely goes beyond a live performance, making this gesture significant in outlining genuine mutual respect between Fred again and his fans, with him going out of his way to give something back.

#4 WhatsApp

Fred again is renowned for his secret, last-minute gigs that often take place in small, intimate venues, aka the dream for any fan. So how does one secure tickets? The process doesn’t involve a 6am alarm and five laptops, but instead, joining his WhatsApp community from which randomly selected members will receive ticket links on the day of each pop-up event. Through this exclusive way in, Fred again provides motivation and incentive for fans to engage with him on a platform where they might usually not be interested. Harnessing WhatsApp’s community functions is an emerging marketing tool for brands to keep up to date on. 

#5 Discord 

The fact that you might not have even heard of Discord, shows how Fred again has his finger on the pulse of where his fans spend their time. Discord is an instant messaging community platform, popular in the gaming industry, that allows members of groups to engage with each other. For Fred again, this is a place for fans to exchange music recommendations, share news and get excited about upcoming performances. By expanding his presence across multiple platforms, Fred again not only makes it easier for fans to engage with his content but also creates space to nurture a community that contributes to a more enjoyable experience for all who follow him.

Key takeaways:

Whilst the thought of announcing a product launch mere hours before its release might make you want to combust, it’s obvious that Fred again’s marketing strategy can teach us all a thing or two about effectively connecting with our audience. So how can you apply these learnings to your brand?

• Prepare not to be prepared: stay relevant by leaving space in your marketing plan for opportunities to be reactive.

• Keep it real: consumers crave human connection so don’t just focus your marketing on showing off your brand, but also the people behind it.

• Give to receive: the digital world is a nosy one so provide an incentive for people to engage with your brand over others.

• Don’t just speak, listen: show consumers you understand their needs by meeting them where they already spend their time. 

• Nurture your community: good marketing is not just about your customers engaging with your brand, but your customers engaging with each other. 

Feeling inspired? Drop us a message to discuss how our specialist team of CRM strategists and brand, design, copy and code experts can help you nail your own multi-channel strategy.

All that’s left to say is Fred again, we adore you (and your marketing) 🎵.