Sony Music Entertainment (SME) has bolstered its capabilities around artist-fan connections with the acquisitions of two specialized platforms. At an event this week focused on the publisher’s immersive initiatives, SME Chief Product Officer Jacob Fowler revealed the company had obtained the marketing tool Songwhip and analytics solution Fansifter.
The deals arrive as music rights-holders emphasize building deeper relationships between artists and their supporter communities. Songwhip centralizes content like tour dates, audiovisual materials, and biographical information to spin up customizable microsites for promotional sharing. Fowler said the “Link in Bio” format streamlines getting this content in front of followers across networks.
Fansifter applies proprietary algorithms to segment audiences into categories like “superfans,” measuring engagement indicators around prerelease activities, communications signups, and virtual merchandise purchases. Fowler noted Fansifter recalculates twice daily to precisely define supporter makeup for each act. This granular insight allows precision targeting, like reserving translucent vinyl or SMS prerelease alerts solely for the most engaged tiers.
Ministry of Sound MD Negla Abdela praised Fansifter’s ability to understand grassroots followings and how fans discovery artists. She said this strategic knowledge aids in breaking new names. Both products become tactical tools within SME’s overarching plan to strengthen artist-to-fan bonds industry-wide.
The Sony event also shone a spotlight on the publisher’s virtual ambitions. They previewed an exclusive Fortnite performance from Myles Smith, plus highlighted a music-centric Roblox world housing JADE tracks and collectible items. SME views these experiences as both marketing plays and future monetization avenues, according to Dennis Kooker.
SME further touted its “Nitewave” island on Fortnite, crafted in Epic’s Unreal engine. Plus, Brad Spahr led discussions regarding Sony Immersive Music Studios, the new L.A.-centered unit centered around evolving the business through technological creativity. Such moves underline SME’s push into new commercial spheres while cementing fan relationships old and new.
